Thought Leadership

Phish “phans” and how data informs marketers

Data is the air that marketers breathe, yet it’s not always clear how to approach it. What data should I be using? How can I make all my data fit together? What types of audiences and segments do I need to reach the right consumers? These are just some of the questions on the minds…

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Ask The Experts: New Year’s Marketing Resolutions

As January draws to a close and we look to the year ahead, we asked our expert partners to name their “New Year’s Marketing Resolutions”, to find out what marketers should be looking out for, and focussing on, in 2017.

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2017’s five biggest marketing challenges and opportunities

2016 represented an exciting leap into new pastures for the marketing community. Augmented reality broke into the mainstream thanks to the extraordinary success of Pokémon Go!, opening marketing minds to the possibilities of AR and virtual reality. At the same time, artificial intelligence also had a break out year thanks largely to chatbots in the service space, but marketers too were able to start capitalising on AI’s maturity, courtesy of its application to the likes of semantic analysis and segmentation.

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What can we learn from the younger generation’s Christmas spending?

The winter holidays are known as a time for families. But what about young adults without children, or new families without established holiday traditions? We’re talking about the marketer’s favourite target audience, 18-30 year olds. As one would expect, this demographic have their own take on the holidays.

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Rise Of The Machines: Why Marketers Need To Place More Trust In Machine Learning

The ad tech industry has been on a journey; applying more technology to their audience targeting and optimisation strategies than ever before. Developments in technology, such as sophisticated machine learning, have changed the process of data collection and analysis, enabling it to grow massively in the last few years and shifting from a predictive approach to a cognitive one.

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Is the UK’s display viewability really in decline?

Earlier this year, ad solutions provider Meetrics released a report that looked into the current state of online ad viewability in the UK and claimed it was at its lowest level in 18 months. The study suggests that online ad viewability levels took a drastic slump from 54% to 47% in the second quarter of 2016; leaving the UK lagging behind other European countries.

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For marketers, Brexit is already here

Many advertisers overlook the impact of uncertainty on their customers. Bureaucrats in London and Brussels will struggle to negotiate Article 50 for months to come, but for marketers Brexit is already here.

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Can viewability measure the effectiveness of online video ads?

In late 2015, the Drum published an article within which the author stated that over the next 12 months, viewability would re-emerge as a key industry issue and that digital video would be a key driving force behind this. With more brands focusing their ad budgets on digital video over traditional television ads, the importance of being able to track their performance and effectiveness has thrust viewability to the forefront of discussion.

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Unmasked: The mystery of the Trump voter

This year’s election has broken so many rules that it barely resembles a political process. Few predicted that Donald Trump would be the last Republican candidate standing, let alone that the Grand Old Party would subsequently rally around him.

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Why marketers need to learn to trust the machines

City A.M. previously published an article titled “Why marketers need humans behind the programmatic steering wheel”. The author highlighted how automation has transformed the marketing industry, and argued that for marketers to achieve successful automation, humans need to lead as machines lack the ability to predict or detect subtle changes or circumstances that make consumers respond to ads.

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Are we missing the point on online ad viewability?

Viewability is still a divisive subject within the ad tech industry, but while the benefit of a viewability goal to advertisers is that it ensures their ad has appeared to a user, it doesn’t determine whether that user engaged with it and whether that user is your target audience. So what use is a viewable ad, if it isn’t engaged with? Perhaps the industry needs to re-align its focus on viewability.

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The Triple Threat Of Ad Blocking, Viewability & Fraud

The everyday challenges of marketers are constantly changing – from the introduction of new technologies to the shifting habits of consumers. Yet, there are some major challenges that have been sticking around and including viewability, fraud and ad blocking. How can marketers adapt? Viewability Viewability is mainly a question of pricing. The tools marketers can…

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MediaPost features Exponential’s Bryan Melmed: Is Your Data Telling the Truth?

Everyone lies at one point or another — especially when they are asked to describe themselves. Marketers tend to rely on surface demographics such as age, gender and income, but unfortunately, people even fudge these for a multitude of reasons. How can advertisers be assured that the data they’re receiving is accurate? One way you…

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