Digital Marketing

  • 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? [...]

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  • 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 AI

    Over 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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  • Fast Growth Ad Tech Companies Need Liquidity: Q&A with Christopher Vogt, BillFront

    Payment processes in the UK digital media industry are considered to be outdated and can make it notoriously difficult for businesses operating in the space, when dealing with such long payment terms. ExchangeWire speak with Christopher Vogt (pictured below), co-founder and managing director, BillFront about how businesses deal with these financial processes and why alternative finance solutions could help solve scalability and cashflow challenges that have become endemic in the advertising space.

    ExchangeWire: What is the challenge media [...]

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  • What’s in a Word? How Linguistics Can Transform Digital Advertising

    Speed, scale, and mass targeting — it’s not hard to see why the lure of programmatic benefits has led digital advertising to become an industry defined by data. But, as Giovanni Strocchi (pictured below), CEO of ADmantX, writes, such a one-track approach has its shortcomings.

    “Without knowing the force of words, it is impossible to know more.” – Confucius

    By focusing almost exclusively on data-driven automation, the industry has neglected two key areas: semantics and context. And this oversight has created multiple issues, [...]

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  • How Does Digital Advertising Really Impact FMCG Brand Sales?

    Digital advertising has long promised accountability, but for most FMCG advertisers, tying digital adverts to product sales has been elusive. Writing exclusively for ExchangeWire, Michael Greene, VP of product strategy, AudienceScience (pictured below) asks, what impact does digital advertising really have on the sales performance of FMCG brands?

    There is no doubt FMCG marketers face unique challenges in tying marketing efforts to sales results. Unlike verticals as distinct as apparel, electronics, and financial services, FMCG product purchases still largely occur offline, where store [...]

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  • DIMA: Not Just Another Diversity Event!

    ExchangeWire are proud to announce a partnership with the Diversity In Advertising and Marketing Summit (DIMA), which takes place in London on 4 & 5 April. The event is aimed at people who work at agencies, media owners, tech providers, and brands – and is the only two-day event in Europe dedicated to diversity and inclusion in marketing and advertising. Lync are offering ExchangeWire readers a 20% discount on standard ticket prices. To register, click here and enter ExchangeWire4Diversity when [...]

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  • Snap Inc Popped on Their First Day, But the Crackle Needs to Come from Monetisation

    Snap Inc (NYSE:SNAP) opened on the New York Stock Exchange at USD$24 (£16.42) yesterday (2 March); 41% above the USD$17 (£11.63) issue price. Their strong opening was only bettered by their continued first-day performance, hitting a high of USD$26.05 (£17.82) and closing 44% above their issue price, at USD$24.48 (£16.75).

    The 44% jump spells payday for their early investors: the investment banks and their VC investors, Lightspeed Venture Partners and Benchmark. But where does the company go from here? Cautious analysts are [...]

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