Effective performance marketing is data-driven by design, demanding marketers monitor and measure mountains of disparate data points and performance “signals.” But marketers can no longer compete on their knowledge of “surface” data such as the cost per acquisition grouped by ad networks and partners. To gain and maintain competitive edge performance marketers must strive to distil granular data, including creatives and sub-publisher information, into deeper insights. Continue reading
Oliver Van Bilsen, Global Head of Digital – Retail & Lubricants at Shell, recently presented his thoughts on how the digital revolution is changing the face of retail at the MMA Forum. Here he expands on his thoughts and outlines how Shell is pushing innovation forward.
Digital consumers are different. Their shifting expectations are redefining retail and demanding new strategies to deliver experiences that attract new customers, boost loyalty and improve satisfaction. Continue reading
S4M, a mobile programmatic platform, released a study, “In-App Mobile Advertising Impact” in partnership with IPSOS, a leading research company based in France with representation in 88 countries focused on understanding consumer behaviour. The study evaluates how advertisers should invest in mobile campaigns to attain the best results. Continue reading
A sentiment I’ve been hearing all too often from ad agencies recently, is that when considering a Mobile Advertising investment the sole purpose of engaging with a mobile specialist DSP is promoting apps.
This is an extremely limited perspective for two very important reasons. Firstly, ‘eyeballs’ nowadays are predominantly focused on mobile apps and campaign effectiveness in apps often requires mobile specific technology. Then there’s also the fact that the mobile environment provides so much more information about user behaviour than other channels. Frankly, if you’re not working with a mobile specialist, you’re missing out. Continue reading
This is a story about change. Humans have a very linear perception of how things evolve: we believe things will change at broadly the same rate. The truth is, things have never changed so fast before… and will never change so slowly again. Even the concept of Moore’s law, where processing power doubles every 18 months, has been declared redundant by MIT. The truth is, technological change is exponential. Which means that we have to adapt ever faster to make our marketing communications more in step with consumer behaviour. Continue reading
As the sun sets on Cannes, I was personally very pleased to see a theme of quality vs quantity get the spotlight.
The urge to push creative boundaries is no doubt high but as we know, high quality production doesn’t save an idea that does not inherently make us (the audience) sit-up and pay attention. So this is about inspiring creativity, breathing oxygen in to ideas and identifying where risk brings reward vs going too far in an attempt to disrupt and/or surprise.
The crux of this is that getting feedback through the creative development process at speed, dramatically reduces costly iterations and disruption to time-pressured workflows. Continue reading
Apple announced at its annual Worldwide Developers Conference 2017 a suite of news features for iOS 11 that will surely be welcomed by its loyal users. For mobile advertisers, this update doesn’t bring all bad news, there are also some exciting new potentials for marketers with the latest update. For users, it is all good news, as Apple’s new iOS 11 is putting user privacy centre stage.