Marketing Automation

Six online advertising tactics set to rise

Online budgets are getting bigger to more accurately reflect consumer behaviour, but so are ROI expectations.

And some new technologies which promise to bring us closer to our customer, arguably push us further away.

How is the ad tech landscape changing in 2016? And what tactics can we expect to boom?

Two-thirds of Australian marketers say current display ads model is broken

We often discuss the state of display ads on this blog, sadly it is not always in the most positive light, and it seems the majority of marketers agree with us. But there is hope for a better approach.

Sixty-six percent of brand marketers and media buyers in Australia surveyed in our recent People-Based Advertising report either agree or strongly agree that the current model for display advertising is broken, and only 12% disagree that it is. 

Video ads: if you’re demanding attention you’re doing it wrong

Attention spans are evolving, and by that I mean they’re shrinking. 

Halfway through writing that sentence my phone dinged and I saw a tweet pop up that looked quite interesting.

15 minutes of internet rabbit hole-diving later and I remembered I was supposed to be writing a sentence.  

I’m not alone in this, and one of the talks at our Creative Programmatic event last week that particularly interested me was from Innovid’s Tal Chalozin, who was there to discuss how video advertisers can cater for the modern-day online attention span. 

How O2 achieves creativity through data

Some people seem slightly alarmed by the rise of automation in marketing.

Is it the first step towards all of us being replaced by robots that will eventually enslave humankind and force us to oil their joints until the end of time?

While that might have been a lame attempt at a joke, it is actually very relevant to the Creative Programmatic event I attended yesterday, which was all about how this largely automated channel needn’t spell the end of human creativity in marketing. 

Creativity in programmatic “should not be an afterthought”

Programmatic advertising goes far beyond data and automation.

Our Creative Programmatic event is coming up on 2 March and we caught up with two of the speakers at the event, O2’s Head of Digital Excellence, Nick Adams, and TUI’s Head of Media, Sammy Austin. 

Between them they discussed some of the biggest emerging trends and challenges in programmatic, and offered their opinions and advice on where creativity fits within this channel.

Three marketing trends to watch in 2016

Every year, marketing managers identify their primary areas of focus for the coming year.

At a macro level, the same topics come up again and again – personalisation, mobile and social.

There’s a reason these three themes consistently keep recurring – their capabilities and their role in commerce marketing are continually evolving.

Is Pinterest or Instagram better for driving ecommerce?

Marketers are very aware of the potential that social media holds for ecommerce retailers.

In particular, Pinterest and Instagram are proving to be popular with many brands, as the image-based networks enable them to provide engaging content directly to consumer’s devices.