The Ad Tech Blog
FEBRUARY 22, 2021
C-level executives are not immune to Targeted Ads. It is fundamentally wrong to think that executives won’t click on targeted ads or fill up lead forms. While in the recruiting business, I’ve spent ten grand on Facebook Ads , targeting CTOs looking for remote engineering talents. How many clients did I get with these targeted ads? Just one.
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FEBRUARY 25, 2021
UKTV, home of channels including Dave, UK Gold and Yesterday, is reviewing its media agency contract, currently held by Omnicom-owned Hearts & Science. The broadcaster, owned by BBC Studios, grew its audience share by 4 per cent last year, broadening its reach among younger 16-34 viewers through partnerships with TikTok and Twitch. Hearts & Science.
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illumin
FEBRUARY 25, 2021
Competition among the better-for-you beverage market is fierce and spans juices, teas, coffee alternatives, diet sodas, and a variety of waters. As evidenced by global sports drink brand Gatorade, which lost nearly 10% market share from 2015 to 2020, no brand is immune to losing ground. So, how does a leading sparkling beverage brand retain […].
All About Advertising Law
FEBRUARY 22, 2021
On February 12, 2021, the Maryland General Assembly voted to override Governor Larry Hogan’s veto of House Bill 732, which carried over from the close of last year’s legislative session and enacts the nation’s first gross receipts tax on digital advertising targeted at Maryland consumers. The tax takes effect on March 14, 2021 and applies to all taxable years beginning after December 31, 2020.
Advertiser: ZoomInfo
Marketing technology is essential for B2B marketers to stay competitive in a rapidly changing digital landscape — and with 53% of marketers experiencing legacy technology issues and limitations, they’re researching innovations to expand and refine their technology stacks. To help practitioners keep up with the rapidly evolving martech landscape, this special report will discuss: How practitioners are integrating technologies and systems to encourage information-sharing between departments and pr
InMobi
FEBRUARY 24, 2021
With Apple’s App Tracking Transparency updates expected to roll out to iOS 14 devices soon, app publishers will now need to get users’ permissions before tracking their data across other apps or websites. We expect that the proportion of users opting in to user tracking will be low, and consequently, advertisers have a much smaller pool of addressable users on Apple devices.
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FEBRUARY 24, 2021
Campaign has been doing some digging into the small print of Interpublic’s and Omnicom’s annual reports for 2020, to discover that the two ad holding companies have cut 10,000 roles over last year’s course of the pandemic. The cost of such exits usually comes under “restructuring,” a handy euphemism. This isn’t surprising (and there may.
AdTech Trends brings together the best content for advertising professionals from the widest variety of industry thought leaders.
Fuel Lines
FEBRUARY 21, 2021
I’ve learned the importance of creating my personal brand story when I launched my own consultancy a decade ago. I had led new business for a number of advertising agencies before deciding to start my own consulting firm. This could have easily been one of the worst decisions of my life. My advertising career had been spent working in only two markets, outside of Birmingham, Alabama and Nashville, Tennessee, I had zero awareness.
InMobi
FEBRUARY 23, 2021
Today’s mobile advertising environment is increasingly dominated by real-time bidding (RTB) and programmatic buying, which is why all marketers need to know the ins and outs of programmatic in-app advertising. Defining Programmatic Advertising Before we cover the specifics of the mobile in-app environment, let’s first take a step back and define programmatic media buying more broadly.
More About Advertising
FEBRUARY 25, 2021
We’ve described recently the move from ambitious ads to digital-friendly content, something that has has greatly diminished the influence of creative agencies (for better some might say.) There’ve been times though when a little editing in the cause of economy (in both senses) wouldn’t have gone amiss. Rewind to 2011 and we have this for.
Single Grain
FEBRUARY 23, 2021
Are you looking to create a Facebook ad, but you don’t know where to begin? Are you struggling to come up with the right type of ad for your campaign? With 9 million businesses advertising on Facebook in the second quarter of 2020, there’s an abundance of ads that make it harder than ever to make your brand stand out. In this environment, creativity has become as critical for a digital marketer as a designer, writer, or video editor.
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Lemonads
FEBRUARY 21, 2021
In the past couple of decades, affiliate marketing has evolved from a seldom-used strategy to one of the most effective advertising techniques available. It’s estimated that 4 out of 5 companies around the world leverage some focrm of affiliate advertising, so marketers have a wide selection of companies they can partner with. But, this also means that all affiliates have to learn how to test CPA offers and find the best program for their specific skill set.
Gods of Advertising
FEBRUARY 24, 2021
Long, curly hair framing an impetuous, sensuous face; a chunky, beaded necklace clinging to his lean torso like the serpents he so often rhapsodized about, this was Jim Morrison in his prime. The photograph, taken by Joel Brodsky, captured the iconic rock star on one of the last days he would ever look this good, before degrading into a bloated, bushy alcoholic.
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FEBRUARY 26, 2021
MullenLowe has taken a determinedly softly softly approach in its seemingly endless anti-Covid NHS campaign and it’s back with a new variant, ‘Everyone Can Help.’ Eagle-eyed observers will note that just about everyone in the TV ad ‘Let’s Keep Going’ are South Asian, the community it seems hardest to convince to take the vaccine.
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FEBRUARY 26, 2021
Apple seems to have Facebook well and truly on the run with its planned change to iPhones inviting users to opt in to share their personal information. Such information, of course, is the foundation of Facebook’s ad business – that is, all its business. So this pioneer of personalisation has turned to good old advertising. The post Droga5 makes personalisation case for Facebook in the Zuckerberg/Cook privacy stand-off first appeared on More About Advertising.
Advertiser: ZoomInfo
In times of economic uncertainty, account-based strategies are essential. According to several business analysts and practitioners, ABM is a necessity for creating more predictable revenue. Research shows that nearly three-quarters of marketers (74%) already have the resources needed to build successful ABM programs.
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FEBRUARY 22, 2021
Knorr is the latest brand to get the Unilever “purpose” treatment, with a new campaign from an Interpublic “open architecture” team (which seems to mean a bit from everybody), aiming to get food “that’s good for everybody onto seven billion plates by 2025.” Helping out are IPG agencies R/GA and Golin with MullenLowe London in.
More About Advertising
FEBRUARY 26, 2021
Paris agency Herezie has found a way to celebrate French cultural heritage without being jingoistic, in a new series of mini-films made specifically for TikTok, made for client Amazon Prime Video. Cités is a series of 12, 60-second episodes that were shot on an iPhone using TikTok editing tools. It tells the stories of teenagers. The post French agency Herezie creates Amazon Prime Video's first series for TikTok first appeared on More About Advertising.
More About Advertising
FEBRUARY 25, 2021
Adidas has appointed London-based marketing agency Kaizen to handle digital PR, influencer marketing and SEO across Europe. The account will be managed by Kaizen’s team of in-house specialists tasked with creating unique content for both digital PR and SEO. Kaizen CEO and founder Peter Reis- Campbell says: “It’s an exciting time for us at Kaizen, The post Kaizen wins Adidas digital task in Europe first appeared on More About Advertising.
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FEBRUARY 23, 2021
Social media influencers have repeatedly been in the spotlight over the past few years for their brand associations and paid-for posts. Influencer marketing has become big business and, with the pandemic making it more difficult for brands to engage in more traditional forms of advertising, their reliance on influencers to reach their target market has.
Advertiser: ZoomInfo
Shifting to an account-based marketing (ABM) strategy can be both exciting and challenging. Well-implemented ABM motions build engagement with high-value accounts and drive impactful campaigns that resonate with your audience. But where do you begin, and how do you progress from crawling to running? Watch now as Demand Gen experts delve into the essentials of each stage of the ABM process.
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FEBRUARY 22, 2021
Here’s a blast from the past in the present: Ogilvy has wom Zippo, the iconic American lighter that no self-respecting private eye – or, indeed, GI – would be seen without. Cigarette lighters are not usually the subject of major marketing efforts in today’s woke world but Ogilvy in the US is Zippo’s new global. The post Zippo returns to Ogilvy - can they follow in the great founder's footsteps?
More About Advertising
FEBRUARY 26, 2021
Publicis Groupe is launching a new UK scheme to attract ethnic minority and low income talent into what it admits is a pretty middle class industry. The Open Apprenticeship will be an interactive platform offering an entry point for people keen to learn the fundamentals of the industry, understand the types of role on offer. The post Publicis launches Open Apprenticeship to attract less well off industry talent first appeared on More About Advertising.
More About Advertising
FEBRUARY 25, 2021
Sainsbury’s is pensioning off (or ‘retiring’ as we say these days) ‘Live Well for Less’ and replacing it with ‘Helping Everyone Eat Better,’ part of a package aimed at boosting its green credentials. It’s amazing how climate change and all the rest of it has leaped to the top of everyone’s agenda since David Attenborough.
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FEBRUARY 25, 2021
Something fresh from Interflora. You might expect the flower delivery company to be making a big deal of Mother’s Day, but here they are celebrating International Women’s Day with a campaign highlighting inequality. Using a mix of white and red roses, the ads use flowers to visualise some shocking statistics around the gender pay gap, The post 'Flower Power' takes on a new meaning in Interflora International Women's Day campaign first appeared on More About Advertising.
Advertiser: ZoomInfo
One of the biggest challenges for any B2B marketer is understanding your prospects’ next move — who is most likely to buy and when. Without these insights, marketing campaigns can feel more like guesswork, with high investment and little return. We’re here to tell you there’s a better way. By tracking buyers’ digital footprints and online activity, such as website visits, product reviews, and spikes in content consumption, you can engage prospects with a message that really resonates.
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FEBRUARY 24, 2021
Fiona Johnston, who has been CEO of UM Australia since 2017, has been appointed by IPG Mediabrands as chief growth officer global/EMEA. It’s a new role that includes working with IPG on group co-ordination. Australia is becoming a breeding ground for global agency talent, with DDB Worldwide recently promoting Marty O’Halloran to global CEO, from.
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FEBRUARY 24, 2021
Ex-Engine CMO Richard Dutton (below) and ex-Wunderman Thompson head of strategy Marcus Reynolds are heading up Clockwork UK, the first expansion of the South African agency outside its homeland. Clockwork was founded in 2010. UK clients already include Reckitt Benckiser and Xbox. As well as Engine, Dutton has worked at Leo Burnett and Arc Worldwide.
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FEBRUARY 24, 2021
Vodafone and Disney are launching a “smart kids watch” called Neo. with a campaign by One Green Bean. In it they venture into that trickiest of territory (for a commercial), idiots from an agency making a commercial. Only this time it’s kids. Model David Gandy is the one who’s forgotten never to work with children. The post Vodafone and Disney's Neo isn't a model to follow first appeared on More About Advertising.
More About Advertising
FEBRUARY 23, 2021
It’s fair to say that the world was somewhat underwhelmed when the Apple Watch first appeared in 2015 but you underestimate the Cupertino giant at your peril and now there are 100 million or so users. And, as with everything Apple, new and more wondrous variants appear with disheartening regularity. The new 6 will set. The post Apple redefines the future of health - with its watch first appeared on More About Advertising.
Advertiser: ZoomInfo
In this eBook, we’ll run through real-world examples that show how RevOps teams can benefit from modern solutions for the access, management, and activation of their GTM data. Whether you need to improve lead response times, boost adoption of core tools, improve lead qualification, or target and automate your GTM motions, you’ll find examples of how revenue teams are solving some of the toughest problems in modern business.
More About Advertising
FEBRUARY 23, 2021
Coca-Cola, which seems to be undergoing something of an identity crisis at the moment, has promised to up its post-pandemic ad spending and here’s new international effort from Wieden+Kennedy London to coincide with the launch of Coca-Cola Zero Sugar. Featuring Tyler, The Creator (no, me neither.) Tyler says: “It was really cool to have the. The post W+K crafts another punchy 30 seconds for Coke - now let's have a proper campaign first appeared on More About Advertising.
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FEBRUARY 22, 2021
This may cheer up Jurgen Klopp, mulling over the first defeat of Liverpool by Everton for 20 years or so. Another addition to the bulging Klopp bank balance, courtesy of Snickers (German version below.) Klopp says: “My family and I have always loved Snickers, and it’s hard for me to turn down a game of. The post Timing is not quite all as Jurgen Klopp debuts for Snickers first appeared on More About Advertising.
More About Advertising
FEBRUARY 26, 2021
Do you want to shame those other SUVs at the school gates? Mercedes’ G-Class, originally designed as a military vehicle, is no Chelsea tractor and, over 40 years since its launch, Antoni in Germany has a new campaign majoring on its macho all-terrain abilities. Featuring a ballerina. Why the unexpected marketing boost? After all, thus. The post Mercedes G-Class bounces back with an all-terrain ballerina first appeared on More About Advertising.
More About Advertising
FEBRUARY 24, 2021
Since its launch in November, the Ad Net Zero initiative, set up by the Advertising Association, ISBA and the IPA to help reduce carbon emissions in the ad industry, has signed up a good list of supporters — who are also donating funds — although there are some notable exceptions. Holding companies Dentsu, WPP, Havas, The post Ad Net Zero names signatories and firms up action plan first appeared on More About Advertising.
Advertiser: ZoomInfo
Consolidating your tech stack is an effective cost-saving measure that drives GTM efficiency and adds value to your enterprise. With a cohesive, integrated tech stack, your revenue teams can deliver an excellent customer experience that sets you up to win faster than your competitors.
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