Last week saw the publication of key advertising performance report, the Advertising Association/WARC (AA/WARC) Expenditure Report. ExchangeWire speaks to figures within the industry to get their thoughts on the report’s findings. Context and sentiment can help brands capture untapped audiences It’s no surprise ad spend has been reined in due to the uncertainty over COVID-19. Cutting back is a natural reaction as brands take time to understand new consumer behaviour and reassess what to have in market. In the mid-to-long-term, and with [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: IAB & IAB Tech Lab release CCPA Compliance Framework for public comment; Rubicon Project acquires RTK.io; Broadsign and AdQuick announce partnership; Merkle combines digital and customer analytics; and CMO Council publishes customer loyalty study. IAB & IAB Tech Lab release CCPA Compliance Framework for public comment IAB, the trade association for the digital media and marketing industries, and its affiliated [...]

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Marketing efforts in recent years have tended towards the quantitative measure of performance. How many people could have seen the ad, how many people have clicked it, and how many people have bought a product after clicking the ad. However, this approach has somewhat led to the neglect of brand-building efforts, and the quality of interaction with brands beyond the simple click. In the post-GDPR landscape, this could leave many in the media landscape rather short-changed. In this exclusive article for [...]

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Writing exclusively for ExchangeWire, Ken Leren, founder at Marketing Town discusses the misconceptions that surround performance marketing, the advantages of spending through these channels, and how emerging technologies will build upon the sector’s successes. What are the main benefits of performance marketing campaigns over alternative forms of digital advertising? What are the perceived drawbacks? Performance marketing is one of the most successful forms of digital marketing, and it’s gaining popularity. Yet to be truly successful, performance marketing should be based on a [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the European region – in this edition: Vungle expands advertiser offering; premium video growing stronger as it becomes more addressable and data-driven; intelligent flighting strategies maximise ROI on digital campaigns; RevLifter raises £2.3m in seed round; and campaign overexposure has negative impact on branding performance. Vungle expands advertiser offering Following its agreement to be acquired by Blackstone earlier in the month, Vungle, a performance marketing platform, has [...]

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Experimentation is the tool of choice when trying to learn about outcomes of actions that cannot be calculated or forecasted. In digital marketing the most obvious use cases for experimentation are: 1) exploring new channels or trends, like new social media platforms, publishers or formats; 2) optimising campaigns by gaining a better understanding of which combinations of campaign elements, personalisation, and audiences work best; 3) testing new products, strategies, business models, or pricing strategies with smaller audiences before rolling them out [...]

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Total marketing budgets were revised higher during the third quarter of 2018, extending the current period of growth to six years, but to the weakest extent in almost three years. This is according to the Q3 IPA Bellwether Report, published last week (17 October). Report highlights – Cost pressures and growing uncertainty weigh on budget – Internet marketing spending plans continue to provide key support to growth – Most downbeat assessment on industry-wide financial prospects since Q4 2011 – Muted ad-spend growth forecasts for 2018 [...]

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With platforms overhauling their metrics offerings to bring greater clarity to advertisers over how paid-for media placements perform, and major advertisers withdrawing their ads from networks that fail to deliver transparent insights, 2018 is set to be a turning point in terms of transparency. Andrew Morsy (pictured below), UK managing director, Sizmek, comments on the year ahead. Three billion pounds. This is what UK programmatic ad spend is set to surpass in 2018. When companies spend this kind of money to [...]

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With overall digital ad spend reaching £10.89bn by the end of 2017, up 11% from 2016, according to eMarketer, the digital advertising market continues to show exceptional growth as marketers recognise digital’s unique ability to reach large audiences and connect with them in a highly targeted, relevant, and cost-effective manner. Nick King (pictured below), UK managing director, Exponential, looks at different trading metrics and how the market is experiencing a shift towards buying on the basis of vCPM and CPE only. Mobile [...]

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You’ve got to hand it to the marketing industry – they know how to create a buzz around new products and services. Just look at the hype surrounding account-based marketing (ABM). In the last couple of years, ABM has been touted as the answer to every B2B marketer’s woes, from stifled demand generation to sclerotic sales growth, writes Alisha Lyndon (pictured below), CEO, MomentumABM, exclusively for ExchangeWire. Everyone, it seems, wants to get in on the act: from technology companies to [...]

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