Marketers are confronted with the urgent need for more relevance in digital advertising. It’s not just a growing requirement based on what consumers want. It’s also shaped by the alarming rise in the use of adblockers, especially in mobile browsers, a phenomenon that has sparked a new wave of discussions about what advertising consumers will accept and appreciate. In today’s “Age of Context” it’s becoming quite clear that consumers expect — even demand — targeted ads that not only consider their general interest, but their current situation as well.
Much has been written about ad fraud as a growing advertising concern recently and various studies have attempted to quantify the scale of the problem. The Association of National Advertisers (ANA), for example, suggests that the corresponding wasted advertising investment due to bot fraud amounts to $7bn this year alone.
But what does the future hold?
Even with that growth, and even though my own research at TUNE indicates that smartphone owners are still installing plenty of mobile apps, thank you very much, we’re clearly in a maturing mobile marketplace in the western world. Continue reading
Over the last couple of years, advertisers have increasingly realised the value of mobile in the marketing mix. There are now fewer questions asked around the value of mobile advertising and it is considered a powerful tool in a marketer’s arsenal. What are the key differentiators in comparison to more traditional online marketing though? Personalisation is one, and having the ability to pinpoint the exact location of a user is another. So what is it that makes location so special and how can we leverage this mobile feature when aiming to deliver a message to our target audience? Continue reading
What a whirlwind 2016 has been for the mobile marketing industry. We have been seeing more creative, integrated mobile marketing campaigns that go beyond conventional display advertising, as new technologies and innovations unlock a myriad of possibilities for deeper, more meaningful consumer engagement.
It’s not surprising then that among marketers we surveyed, 61% believe that mobile is critical to the future of the company. Here are five key predictions for mobile marketing in 2017. Continue reading
The key for any brand campaign is to grab the attention of consumers, but with such an overwhelming number of digital channels available to consumers and research showing that only 9% of current digital advertising is being viewed for more than a second, how can the eye-watering spend on UK digital advertising (£8.61 billion in 2015 alone!) be anything more than a waste of advertiser’s money? Continue reading
Shell has been active in the mobile domain for several years now and has learnt much about the potential of mobile and how to leverage a global platform for local marketing engagement and activities.
Shell recognises the importance of the emerging digital eco-system and is actively discovering new business models which are developing in accordance with new customer engagement opportunities. The digital world is evolving quickly and you have to be in a continuous development mode as the technology matures and customers adjust to changes in how we interact with each other. Continue reading