Tag: advertising

Transparency & navigating the adtech ethics conundrum: what the future holds

Post author By Ben Humphry
Post date 25th July 2018

With disruption continuing in all areas of marketing, transparency is the key driver of this change – the industry must reinvent the advertising model around ethically driven business practices, says Ben Humphry. The problem is twofold: marketers question visability and viewability and complain they are in the dark about ad buying results (were they great or were they faked?); meanwhile consumers fear they are being commoditised via their data . . . so resort to ad-blocking. Trust is eroding on both sides. Thus, adtech ethics must shift from concern to action – here’s how.

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Tags ad blocker, ad buying, ad fraud, adtech, advertising, advertising practice, advertising standards, brand protection, consumer data, consumer engagement, customer engagement, data insight, data strategy, digital marketing, fraud, legal and compliance, martech, personalisation, personalised ads

Best practice Global Legal & Compliance Strategy and Management UK

What does the future hold for sexist and stereotyping advertising?

Post author By Nick Breen
Post date 6th June 2018

Ads that once gained traction across the world can now seem astonishingly sexist as society changes and we now baulk at blanket stereotyping – what might have been suitable THEN is simply not good enough any more. Accordingly, changes to regulations continue. Here, Nick Breen and Caroline O’Doherty describe the impact of a proposed new rule that will govern stereotyping advertising in the UK.

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Tags advertising, advertising practice, advertising standards, legal and compliance, sexist advertising, stereotyping, targeting

Best practice Europe Global Legal & Compliance Strategy and Management UK

Tackling ad fraud: joining forces to turn the tide and regain brand trust

Post author By Chris Liversidge
Post date 15th May 2018

Industry bodies and publishers are taking action to combat online fraudsters, aiming to rout those who put brands’ reputations at risk. They are tackling ad fraud by developing better standards of best practice in digital advertising and are promoting greater transparency by increasing regulatory controls. Chris Liversidge discusses programmatic advertising and the problems that can cause, but says there needs to be a balance between introducing more rules to deter the bad guys, without defeating the industry’s good guys.

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Tags ad blocker, ad fraud, ad-blocking, advertising, brand loyalty, content management, impersonator bots, Jicwebs, legal and compliance, online advertising, programmatic advertising

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What motivates global shoppers can make or break marketing campaigns

Post author By Mia Farber
Post date 4th April 2018

Intriguing differences among global shoppers have been revealed in the iVend Retail’s 2018 Global Path to Purchase Report. Mia Farber examines the insights and shows that by varying your marketing strategies to suit your audience, you can significantly increase revenues and build customer loyalty . . . globally.

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Tags advertising, cross-border marketing, e-commerce, e-retailing, marketing campaign, marketing persona, omni-channel, online shopping, smartphones, social media

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Native advertising 2020 – 5 global futures for a format on the rise

Post author By Dale Lovell
Post date 5th December 2017

redefining retail lessons Amazon Prime Day, native advertising 2020 , Digital evolution, omni-channel

Global spending on native ads is predicted to hit $85.5bn a year within the next two years; it’s a format that is deemed to offer a more appealing and engaging user experience and is thus rapidly growing in popularity among marketers and brands – likely to overtake banner ads as the field leader in display advertising. Here’s a glimpse into tomorrow’s digital ad world and what the more creative, relevant and editorially compelling native advertising 2020 could add up to.

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Tags advertising, banner advertising, content marketing, customer experience, digital marketing, display advertising, e-commerce, mobile, mobile ads, online advertising, TV advertising

Artificial Intelligence Data Innovation Global Insight

AI-enabled insight set to transform affiliate marketing

Post author By Richard Dennys
Post date 10th October 2017

AI-enabled insight, creativity – leverage AI

Collecting and analysing marketing data takes humans a long time, but AI-enabled insight instantly identifies data patterns and enables marketers to match people to the products/services they want, at the right time and at top speed. So is 2017 the year AI becomes the age of acceptance for marketers?

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Tags advertising, affiliate marketing, AI, Artificial Intelligence, automated marketing, customer engagement, customer experience management, data analysis, marketing campaigns, mobile, personalisation, SMS, social media, spam, user experience

Data Management Insight Strategy and Management

Online marketing science – changing billboards to banners isn’t enough

Post author By Pini Yakuel
Post date 28th September 2017

Technology has created a new era for marketers, says Pini Yakuel. But the move from traditional media to the web is not as simple as putting ads online – they must be carefully targeted so as not to bombard and provoke the viewer into deploying ad-blockers and shifting their loyalty elsewhere. Customer data should be carefully individualised and detailed, segmented into specific personas; the art of advertising has morphed into the online marketing science of data analytics.

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Artificial Intelligence Data Innovation Global Next Practice

AI insight: ‘moments that matter’ are no use without the merchandise

Post author By Joe Peters
Post date 26th September 2017

For too long, brands have focused on the who and the where of advertising and, along the way, have lost sight of the ‘what’. In today’s AI insight driven world, technology is at the forefront of helping put the right ads in front of the right people at the right time. Rocket Fuel’s Joe Peters looks at how dynamic creative optimisation is helping to end the guesswork.

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Tags ad blocker, advertising, AI, Artificial Intelligence, content management, customer engagement, marketing automation, martech, programmatic advertising, targeting

Best practice Europe Global Legal & Compliance Strategy and Management UK

Online brand safety: how to protect your investment in digital

Post author By Richard Foan
Post date 21st September 2017

Marketers want to know that their investments in digital advertising are protected against fraud and ads appearing on illegal or inappropriate websites. JICWEBS’ chairman Richard Foan explains what steps towards ensuring online brand safety have been taken by the industry.

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Tags ad fraud, advertising, branding, digital marketing, legal and compliance, marketing strategy, online advertising, web analytics

Americas Asia-Pacific Europe Global Insight Latin America Strategy and Management UK

Societal marketing: awkward no more – ‘disability has never had it so good’

Post author By Mike Alhadeff
Post date 5th September 2017

societal marketing, inspirational marketing — Girl hand holding colourful balloons

Advertising with a social consciousness – putting human welfare above profits – has gathered momentum, with societal marketing becoming mainstream. Mike Alhadeff focuses on disability and how marketers have been displaying sensitivity and a conscience, especially since London 2012.

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Tags advertising, Channel 4, content marketing, creative, creativity, London 2012, Olympic Games, Paralympic Games, TV advertising