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How are programmatic marketing and digital display advertising defined and what are the opportunities for all types of business?

In the ten plus years since the birth of programmatic marketing, it has really delivered on its original promise to be the future of advertising on the web.  This is shown by the latest Zenith report on programmatic marketing which states that: In 2020, 69% of all digital media* will trade programmatically amounting to $US122 billion. This growth of programmatic is certainly impressive, with the Zenith statistics showing how ten years ago programmatic accounted for less than 10% of Programmatic marketing. However, these charts and the definition of digital media and programmatic is also misleading as we'll explain in this post. As someone who has worked in digital marketing since the mid-1990s, I'll level with you and say…

US, Europe and Worldwide ad clickthrough rates statistics comparing display ads to paid social and Google Ads CTRs

I've put this compilation together to help marketing professionals and students studying interactive marketing create direct response conversion models for digital marketing campaigns. Through creating budget models using known benchmarks for clickthrough rates and average costs for digital media you can better forecast your return-on-investment from digital media ads. This data is particularly useful if you haven't previously invested in advertising on publisher sites through ad networks or paid social media ads since it can help make the case and set expectations with colleagues or clients of the number of visits based on quantitative forecasts. When I originally compiled these stats from different sources, social media ads were only in their infancy, but they are now established as a mainstay of online advertising. More recently I have added a comparison of CTRs…

Not many organizations are taking advantage of account-based advertising yet, but get ahead of the game and you could see significant growth in 2020

How do you command attention from your preferred companies when the online world is awash with so much content that it’s easy to get lost in the crowd? In the past, creating good-quality articles and sharing them on social media might have been enough to drive buyers to your site. But this tactic is no longer sufficient if you want to stand out. With the advent of technology to accurately identify companies browsing online, the ability to place advertising in front of them has become possible. We call this approach account-based advertising (ABA). Not many organizations are taking advantage of it yet, but get ahead of the game and you could see significant growth in 2020.

What is account-based advertising?

The idea of ABA is very simple. It uses technology…

With a little planning, you can tweak your campaigns to extract the most data, brand loyalty, and sales.

The new decade offers an exciting market for many businesses. With so many consumers actively shopping online, it’s the perfect opportunity for digital ads and promotions to lure consumers away from the competition. Unfortunately, when they create digital ad campaigns, some marketing departments fall into the trap of setting and forgetting. That often means your campaigns become outdated and irrelevant to consumers — and that’s not to mention the tech you’re using to advertise. [si_blog_banner_cta] The tech industry continues to change at a rapid pace. If your ads aren’t keeping up, you’re leaving money on the table. Automation, artificial intelligence, and machine learning are all aspects of the online ad scene that have changed drastically over the past year. There are also entirely new platforms appearing all the time, such as TikTok, whose ad power will…

Adverts have 'positive impact' on society, LinkedIn hits new records, Google announces new chatbot development and Facebook sees income slow

Although last year saw confidence in advertising take a tumble, it seems as though the UK public believes that adverts can have a positive impact on society. In positive news for LinkedIn, the platform has reported a new record in terms of total members, as well as huge increases in engagement. The news isn't as positive for Facebook though, as it has seen net income fall following a number of privacy scandals. Finally, Google has announced that it is working on a new chatbot system that better matches and understands human speech, which could transform the chatbot industry. We've got all the information on each of these news stories below. [si_guide_block id="98899" title="Download our Individual Member Resource – Paid media and digital advertising playbook" description="This paid media planning guide will provide marketers with a structured…

87% of UK public wants stricter political ad regulations, Facebook bug removes political ads ahead of UK election, media prices are on the rise, Twitter announces new team to explore decentralized social media networks and YouTube updates its harassment policy

New research has revealed that the majority of the British public wants stricter rules around political advertising. Facebook's political ad transparency tools saw a failure a few days before the UK general election, removing a large number of political ads. Falling audiences are seeing media prices increases as more brands go digital. Twitter has announced that it is exploring a decentralized social media network model with the creation of a new independent team. YouTube has updated its harassment policy, introducing stricter rules and harsher punishments in a bid to make the platform a safer place. We've looked at all the details in our news roundup.

UK public wants stricter rules on political advertising

Following weeks of political…

Christmas advertising is bigger than ever, but are brands delivering festive cheer this year? We've taken a look at the biggest Christmas adverts from 2019

It seems like Christmas advertising starts earlier every year, with brands determined to make an impact with high-budget ads that tell stories and promote a festive feeling as well as their products. But is this push actually paying off or are brands failing to deliver the messaging that people want at Christmas time? We've taken a look at Christmas ads from some of the biggest UK brands to see whether they think they were worth the marketing budget.  

Ikea - James Story

Making a Christmas-appropriate advert that avoids all the hits (Santa, snow, large present boxes, etc.) is a challenge and Ikea takes a decent stab at things here. It’s distinct, but I’m struggling to get past…

Programmatic advertising to grow in 2020, Google faces new lawsuit, Aldi has top Christmas ad and TV ads are "least risky" option

New forecasts have suggested that programmatic advertising could reach record investment this year, with its popularity continuing in 2020. Google is back in court with a company suing for damages due to the tech giant's anti-competition rules. UK consumers have named Aldi's Kevin the Carrot as the top Christmas advert this year. A new study has revealed that TV could offer the least amount of risk when it comes to advertising channels. We've got all the details for each of these stories with this week's news roundup.

Programmatic advertising expected to grow in 2020

Despite rising concerns over digital ad fraud and brand safety, it seems as though programmatic ad spend is going to continue to increase in 2020. The latest forecast from Zenith shows that around 69% of media will be traded programmatically by…

Google updating political advertising policies, Snapchat announces all political ads are fact-checked, Instagram further roles out like count ban, Twitter testing tweet scheduling in-app, Snapchat introducing longer un-skippable ads, Twitter launches new Conversation Insights

As pressure mounts for Facebook to make changes to its political ad policies, it might finally be listening following Google announces its own changes and Snapchat giving details on how it fact-checks all political ads. This week has also seen Instagram announce that it is rolling out its ban on like counts to more countries as it continues to test the change to the platform. Twitter is also testing a new feature, this time scheduling within its tweet composer via its app and website, which could reduce the need for third-party tools. Snapchat is changing up its ad formats, allowing advertisers to create ads that are up to three minutes long, keeping part of its un-skippable functionality in the mix. Finally,…

Advertisers are often tempted to use sensationalist mass communication to promote their brand, which isn't a good idea

It can seem like the news cycle these days is filled with sensationalism and attention-grabbing headlines, putting brands in a challenging and potentially compromising position. Brands invest in advertising to attract attention, get the word out, and raise awareness about their product. In today’s saturated digital media environment, this can be a challenge because consumers have so many demands on their attention. Brands, understandably, want to meet consumers where they are—or rather, where their attention is—and find ways to break through the noise. However, this impulse can lead to the siren song of sensationalism. [si_guide_block id="98899" title="Download our Individual Member Resource – Paid media and digital advertising playbook" description="This paid media planning guide will provide marketers with a structured approach to paid media planning to help exploit these opportunities while managing the risks."/] Whether through advertising…