Do contextual ads work? Neuroanalytic study proves they are more memorable
Ads with the most contextual relevance got 43% more neural engagement and 2.2 times better ad recall from viewers, according to a new study.
behavioural targeting
Black Friday tips: Retailers must not offer deals just for the sake of it
Ahead of Black Friday (24 November) and Cyber Monday (27 November), Dr Felicity Hardley, Senior Lecturer in marketing and business strategy at Westminster Business School, believes that retailers and digital marketers need to be smart in how they set up their offers to make the most of the opportunities and avoid unwanted costs.
Former Google director launches “Consumer Prediction Platform” for more relevant ad reach
1plusX has launched- a new data management platform developed by two ex-Google directors that predicts consumers’ characteristics and interests.
IAB Europe warns of “dire unintended consequences of restricting data-driven ads”
The EU’s plans of restricting collection and use of data in digital advertising could have serious and unintended consequences for the EU economy, for Europe’s independent media, and for the accessibility of the internet itself, according to trade body IAB Europe.
Google makes bid for TV planning industry: DoubleClick now includes commercials
Google is making traditional TV ad inventory available to buy in DoubleClick Bid Manager.
The year in review: 16 biggest digital trends of 2016
2016 was another big year for digital marketing, with the dawn of the chatbots, ad blocking wars and the Pokemon Go craze. This was the year that video content went live, chat apps grew up and YouTube ads earned better ROI than TV. In this special report, we’ve identified 16 of the biggest trends of … [Read more…]
Gaming case study: Paddy Power makes online optimisation less of a gamble
Paddy Power places huge emphasis on the importance of data – and relies on its heritage in this area to inform its optimisation campaigns. This case study looks at how the bookmaker worked with Maxymiser to turn the fast-pased world of betting into a succesful personalised experience for its customers.
Facebook now tracks users off-site to rival Google ads
A new Facebook privacy policy allows the site to track users activity even after the have left it, with all users automatically signed up to it.
Top tips: A new era of personal data unlocked in an “Internet of Things”
Marketing in the 20th century was characterised by mass media, broadcast television, and the rise of direct marketing. Marketing today in the 21st century is about leveraging those mass market channels to deliver messages targeted with such precision that zero media wastage is within reach. The Internet of Things is unlocking a new paradigm in … [Read more…]
Thomson Lakes and Mountains targets affluent travellers with page takeover
Thomson Lakes and Mountains, part of the Specialist Holidays Group (SHG), has launched a new online marketing campaign to promote summer holidays.