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…

The 28% marketing gender pay gap, Chrome to block some video ad formats, Influencer guidance simplified, Twitter posts positive results, TikTok launches desktop uploads, Instagram adds new Following lists

Included in the news this week is new research that suggests that the gender pay gap in the marketing industry is well above the UK average, with the charity and not-for-profit industry seeing the worse results. Chrome has announced more changes that could cause issues for online advertisers, as it will start blocking certain video ad formats from August. Watchdogs have aimed to simplify guidance for influencers when it comes to advertising and promoted content, but there is still confusion over the rules. Twitter has seen results improve with its latest quarterly report showing much better figures than Q3 2019. TikTok has made it possible to upload content and post to feeds from desktop, which could be good news for social media marketers. Finally, Instagram has added…

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 That often means your campaigns become outdated and irrelevant to consumers — and that’s not to mention the tech you’re using to advertise.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…

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…

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…

Facebook launches new influencer tools, US states launch Google probe, programmatic advertising revenue growth and Google's expanded advert options

Facebook is aiming to make its platform better for influencers and public figures with the release of new tools that could help them find new audiences. 48 out of 50 US states have joined together to launch a probe into Google's advertising dominance in a bid to stamp down on anti-competitor behaviour. Programmatic advertising revenues in Europe saw a huge 33% increase in 2018, with display and video ads seeing good growth. Google has expanded existing digital advertising options for more campaign types to allow for great flexibility for advertisers. Get all the details on these stories with this week's news roundup.

Facebook launches new public figure tools

Facebook has launched new tools aimed at public figures in a bid to help influencers…

It is estimated that this year ad fraud will see $5.8 billion from advertisers, showing the growing issue

It comes as no surprise that ad fraud has grown into an increasingly huge problem for brands and the digital advertising industry as a whole. This year alone, it is estimated that fraudsters will steal $5.8b from advertisers in a variety of different schemes that, despite the industry’s best defensive efforts, still manage to slip past the technology specifically designed to circumvent these growing issues. As platforms such as audio and CTV/OTT become more and more in-demand for advertisers, the amount of fraudulent of illegitimate inventory is expanding in tandem, creating a seemingly defeated situation for strategies aimed at diminishing each of these loopholes. [si_guide_block id="79626" title="Download our Free Resource – 10 costly Google Ads mistakes" description="The guide covers mistakes that many people…

UK desktop ad viewability improvements, Google's first-price auction rollout, Facebook's political ad policies changes, YouTube's inappropriate content removal update

This week has brought with it the news that the UK is seeing great rates of desktop ad viewability, with viewability reaching a record high in the second quarter of the year - great news for digital advertisers! In other advertising news, after months of testing, Google is set to start rolling out its new first-price auction rollout, which has reportedly had good results so far. Facebook is also making changes to ad policies, this time relating to political ads and those that tackle social issues. These changes are aimed to provide greater visibility over political advertising ahead of the 2020 US elections. Our final big news story is the week is that YouTube has provided an update on its efforts to remove inappropriate content from the platform, with thousands of hate speech videos being…