Online Marketing

  • The Need for Offline Attribution in an Online Age

    In the world of digital advertising we’ve become addicted to simplistic models and KPIs. As Anna Forbes (pictured below), UK managing director, Marchex writes, the biggest offender in this world of over-simplification is, by and large, last click.

    Consequently, there’s an inertia to move to something less black and white. We in advertising tend to fear the subjective; if it can’t be boiled down to a quick blurb or cell on a spreadsheet, then we can’t use it. It’s this [...]

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  • Real-Time Media Buying is Just the Tip of the Programmatic Iceberg

    Programmatic advertising is still not used to its full potential. In this piece, Chris Le May (pictured below), SVP and MD Europe and emerging markets, DataXu, specifically addresses marketers and explains how they can make the most of their programmatic spend by breaking down silos and using advanced attribution models to create meaningful data and make informed decisions. 

    As the popular myth goes, humans only use 10% of their brains. Imagine, if this were true, what we could achieve with 90% extra brainpower? Would we fully realise [...]

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  • Dominance of native; Mobile in the Morning

    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: Dominance of native; Mobile in the morning; Obstacles to online; and Celebrating everyday achievements.

    Dominance of native

    Native advertising is continuing to take a larger share of the digital display market, a study by eMarketer finds. Today, 56% of digital display spend is on native, with 44% on traditional display, such as [...]

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  • dmexco 2016: Industry Predictions on What to Expect

    Ask the industry what we can expect to see at dmexco this year and how the industry has developed, then sit back and let the opinions flood in. ExchangeWire hear from a plethora of industry experts and from the wide range of predictions and opinions, it looks set to be another great dmexco event.

    People-based marketing

    “This year at dmexco we’re expecting there to be a lot more talk around people-based marketing, the practice of advertising to real people online, rather than cookies. The [...]

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  • A/B Testing is Critical Tool in Fast-moving Online World: Q&A with Oren Cohen, Optimizely

    A/B testing has been around for a few years now and is an optimisation strategy that seems to sit under the radar, quietly and studiously getting on with the task at hand, without creating any great fuss. Does the fact it’s not a glamorous head turner mean it’s not getting as much airtime as it deserves? Oren Cohen, head of mobile and personalisation, Optimizely, thinks that could be the case. Here, Cohen speaks with ExchangeWire about the journey of A/B testing [...]

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  • As Online Shopping Peaks, What’s the Future of CRM?

    It’s not a wholly new notion that customers today expect to be understood as individuals, rather than groups or segments. They anticipate that companies will reach out to them in the ways and at the times they prefer, with relevant and helpful content that responds to their real-time wants and needs. Adam Baker, MD, Sociomantic, (pictured below) argues that in order to deliver this highly personalised experience across multiple devices and channels, marketers must invest in a robust customer relationship [...]

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  • A Digital Detox; Rising Popularity of Branded Content

    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: A digital detox; Increased digital marketing spend; Rising popularity of branded content.

    A digital detox

    This week, a new report was launched by Ofcom. Titled ‘Communication Market Report’, it highlights that people are looking to switch off and limit the amount of time they spend online in favour of [...]

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  • Programmatic Advertising: Just One Very Useful Piece of a Complex Puzzle

    Programmatic advertising, and the data gleaned from it, are invaluable in the process of building out a profile of an individual. However, as Tom Blacksell (pictured below), managing director of decision analytics and marketing services, Experian argues, it doesn’t necessarily provide an accurate representation of an individual, in isolation. Here, Blacksell explains to ExchangeWire the importance and of offline insights, with programmatic only providing one piece of the puzzle.

    We are all now well aware of the value [...]

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  • Cutting the Fat: Decision Time for UK Advertisers

    The UK advertising industry has entered a period of uncertainty; one, which could, and should, make industry players look at how they can ensure certain survival in uncertain times. Steve Latham (pictured below), general manager, Encore by Flashtalking, tells ExchangeWire that such disruptions can serve to create significant future value within the media industry.

    During times of economic uncertainty, advertisers may have some difficult decisions to make.  Even just the fear of recession can sometimes prompt kneejerk reactions to cut marketing [...]

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  • Leave the LUMAscape to the Investment Community for Which It Was Designed

    In our latest column from the IAB’s Display Trading Council, Danny Hopwood, VP solutions & platform operations EMEA, Publicis Media, shares with ExchangeWire a common frustration among the conference-going crowd, where an outsider’s attempts to simplify our industry solely leads to more confusion. He gives his views on how best to go about understanding our ecosystem instead.

    It’s June 2016 and, seven years on, I still hear of people inserting the now ubiquitous LUMAscape into their presentations. I’ve been privy to many [...]

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