Many advertisers are now looking to internalise their media buying processes, and numerous companies are being set up to offer advertisers a media buying service in the programmatic space. There are two possible routes here, as in any decision that involves using technology: buy or build your DSP. But firstly, let’s define what a DSP actually is. Continue reading
Picture the scene, it was a painfully hot Thursday, the post lunch lull. Everyone in the office was gazing out the window, complaining about the fact we were stuck inside working when we really should be outside enjoying the glorious British Summer. It seemed almost inhumane that we were not allowed to go and sit in a park and work from our phones. Surely it is possible to get what you need to get done, with just your mobile phone and no other resources at your disposal?? 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
Understanding mobile’s role in the automotive purchase journey: a ‘drive through’ Weve’s Automotive Research 2017.
Weve’s Marketing & Research Manager, Timothea Horwell, explores the paradox of the modern day automotive purchase: a wealth of mobile data to understand how to reach prospective customers at moments that most influence their decisions, but a decreasing time-frame in which to do so. Weve’s research provides context to understand different drivers at each stage of the automotive journey.
Buying a car used to mean spending hours perusing the local dealership. In 2017, however, consumers are increasingly looking online for much of the purchase process, and mostly via a mobile device: Weve’s Automotive Research 2017 found 84% of consumers use their mobile at some stage when buying a car. 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
Last month, people shared several horrific videos on Facebook of Syrian children in the aftermath of a chemical weapons attack. The videos, which also appeared elsewhere on the internet, showed the children shaking, struggling to breathe and eventually dying.
The images were deeply shocking – so much so that we placed a warning screen in front of them and made sure they were only visible to adults. But the images also prompted international outrage and renewed attention on the plight of Syrians. Continue reading
Kantar Millward Brown’s AdReaction: engaging Gen X, Y and Z study reveals vital insights into how marketers should use mobile, explains Jane Ostler, Managing Director of their Media & Digital practice.
Marketing communications are undergoing a seismic shift. Brand messages are slowly but surely moving away from the ad break and deeper into consumers’ lives, with much of this driven by the combined influences of younger audiences and mobile device usage.
AdReaction reveals that 74% of Gen Z (16-19 year olds) globally spends more than an hour a day on mobile devices, more than any other generation.
In this world of declining ad receptivity, brands must find new ways to reach consumers beyond the confines of traditional advertising, and need to use mobile in more creative ways than ever before. Continue reading