Digital Marketing
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Inside Basware’s Customer-First, Data-Driven Marketing Revolution
B2B companies are often overlooked when it comes to performance marketing. They’re seen as slow-moving enterprises that stick to traditional marketing campaigns with beginning, middle, and end points. Ceri Jones, VP global demand generation & marketing operations, Basware, proves otherwise – B2B companies can, and are, embracing change and adopting performance-driven marketing with aplomb. The power has shifted Today’s buyers are online, sourcing the information they need when they need it and, [...]
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Clients Want More than Just a Transactional Approach to Media: Q&A with John Antoniades, Spark Foundry
Agency holding company Publicis Groupe has certainly seen some changes in 2017. From a reshuffling and rebranding of its global media agency brands within Publicis Media, to the announcement at Cannes that the group is to reinvest all awards-related budget into the development of its new AI platform, Marcel, for 365 days; it’s been all systems go for the French behemoth. Spark Foundry, one of the global media agency brands under Publicis Media, has seen its fair share of changes [...]
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Beyond Billboards: Welcoming a New Golden Age of Advertising
How do you define advertising? Melinda McLaughlin, CMO, Extreme Reach, believes that content distribution and consumption is blurring the lines of what an ‘ad’ is, and that this actually brings with it untold opportunities. Writing exclusively for ExchangeWire, McLaughlin takes a look at some of the brands that are redefining the advertisement.
Miriam-Webster defines an ‘advertisement’ as, “a public notice that promotes the sale of a product or service”. When an ad took the form of a [...]
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Marketing in the Time of Brexit & Trump: Which Path Should Brands Take?
How does the political landscape impact marketing? Maria Pousa, CMO, Integral Ad Science, explores the fundamentals brands must keep front-of-mind during changing political times and argues that, ultimately, brand values and context shouldn’t really change in the short term.
In periods of turmoil, it can be hard for marketers to find their feet – and to call these times ‘divisive’ would be an understatement. The ad tech industry has weathered gender and diversity concerns, Facebook’s measurement scandal and, more recently, P&G’s call to [...]
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AU Online Ad Spend Up 7.2%; Singapore Tourism Tap Tencent Ad Platforms
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Australia online ad spend up 7.2%; Singapore Tourism tap Tencent ad platforms; Singapore SMBs offered help in marketing; MediaMath eye South Korea growth via local reseller; AdAsia mull possible listing in Hong Kong; Postr ring in Indonesia; and RTB House open in ANZ.
Australia online ad spend up 7.2%Australia’s online ad spend grew 7.2% year-on-year to reach AUD$1.86bn [...]
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The Collision of Technology & Creativity
Today, content marketing is a £5bn industry, in the UK alone. The discipline has become increasingly popular over the last five years, inline with the growth of content sharing platforms Facebook, Instagram, Pinterest, and Snapchat. However, the relationship between artificial intelligence (AI) and content marketing is something that has existed under the radar for some time. In this piece, ExchangeWire speak with Kuba Wieczorek, co founder, Eve Sleep, and Tom Graham, Codec [...]
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Ad Effectiveness Cannot Be Achieved if Brand Safety Measures Aren't Implemented
In the latest column from the IAB’s Display Trading Council, Daniel Bigmore (pictured below), agency and creative platforms lead, ONE by AOL, with contribution from Yahoo and Integral Ad Science, explains that the digital industry collectively needs to face the music and increase safety, transparency, and education to turn negatives into positives where brand safety and ad effectiveness are concerned.
The spotlight is shining on the industry right now and even though it comes from a negative place, there is an [...]
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Q1 IPA Bellwether Report Shows Economic Resilience: Experts Comment
The Q1 2017 Bellwether Report, released by the IPA last week (19 April, 2017), highlights improved financial prospects and an extension to the run of marketing budget growth, to four and a half years. With a predicted rise in GDP, the Bellwether predicts a revised 0.6% growth in ad spend over the course of the year. Looking at channel performance, mobile, having only been recorded in the Bellwether Report for the last three quarters, saw a net balance of [...]
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DOOH Advertising Now Accessible to SMB Advertisers: Q&A with Matthew Olivieri, AdSemble
Digital out-of-home (DOOH) advertising has been giving new life to older, more conventional out-of-home advertising mediums; and advertisers of all sizes want to reach their customers through this channel as it evolves. ExchangeWire speak with Matthew Olivieri (pictured below), CEO, AdSemble on how SMB advertisers can take advantage of the same available inventory used traditionally by large advertisers.
ExchangeWire: As billboards have been turning digital, what has been the response from SMB advertisers to take advantage of the DOOH market? [...] -
Millennials Love AI; Strength in Programmatic
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Millennials love AI; Strength in programmatic; and Fickle holiday customers.
Millennials love AIOver two-thirds of millennials see the benefits of brands using AI to help inform and direct their buying decisions, according to research by Predictive Marketing company Rocket Fuel.
As the volume of products and services available online continues to [...]
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