How marketers can reduce overspend in digital advertising

A burning dollar note.

In the marketing and advertising space, 2020 was a transformational year. The huge growth in online retail and ecommerce brought about by the pandemic led marketing professionals to alter their strategies and dedicate more of their budget to digital channels. In fact, 76% of professionals in the marketing field are planning to increase spend on online video ads, while 70% are looking to invest more in social media stories and 68% on social media feeds.

The increased levels of...

3 May 2022 | Advertising

GumGum partrners with Ad Council to support Ukraine

Ukraine.

GumGum, a contextual-first advertising technology company, is working with the Ad Council on a new disaster and crisis relief effort that encourages audiences to give financial donations to the Ukraine Crisis Relief Fund through GlobalGiving.

GumGum is providing support to the Ad Council with GumGum Smile, a programme that enrols clients to contribute a portion of every advertising dollar towards the Ad Council’s social impact initiatives. This programme enables campaigns to get...

15 April 2022 | Advertising

LinkedIn snaps up Oribi to accelerate attribution technology capabilities

LinkedIn on a smartphone.

LinkedIn has entered into an agreement to acquire Oribi, an Israel based marketing analytics company, to further help customers gain actionable insights, make smarter decisions and drive business results.

Through the integration of Oribi’s technology into our marketing solutions platform, LinkedIn said its customers will benefit from enhanced campaign attribution to optimise the ROI of their advertising strategies.

As part of the agreement, LinkedIn will also open a...

1 March 2022 | Advertising

Ru Roberts, Waze: On non-distracting and privacy-conscious advertising

MarketingTech caught up with Ru Roberts, UK Country Manager for Waze, to discuss how the popular satellite navigation app advertises to drivers in a responsible manner.

As a free app, Waze relies on advertising. However, displaying ads to drivers could be a recipe for disaster.

Waze has faced its fair share of criticisms in the past for distracting drivers. Early users will remember things like messages from random drivers popping up constantly. Fortunately, Waze heard...

11 February 2022 | Advertising

Kevin the Carrot ranked most Googled Christmas advert character

Kevin the Carrot.

Aldi’s Kevin the Carrot is the most Googled Christmas advert character, according to data from Google trends.

The friendly little vegetable has been crowned the best Christmas advert character, after data comparing Google searches over the last five years revealed that Kevin the Carrot is the most Googled Christmas advert character.

The data as compiled based on the top six UK retailers, who release hotly anticipated Christmas adverts every year, including John Lewis,...

4 January 2022 | Advertising

Quartile creates ‘largest cross-channel e-commerce advertising platform’ with Sidecar takeover

Quartile, an ad optimisation platform for top e-commerce marketplace sellers, has acquired Sidecar, a performance marketing technology provider for e-commerce retailers and brands.

The two companies will combine under the Quartile name, growing the brand into the world’s largest cross-channel e-commerce advertising platform. Both platforms apply machine-learning and natural-language processing to provide data-driven strategies and best practices to brand marketers while also...

15 December 2021 | Advertising

How direct-to-consumer brands are leading the way for TV

Two children watching TV.

It is estimated that, as consumers, we see between 6,000 - 10,000 ads on a daily basis, served to us across a range of platforms and screens. With so many ads, each varying in relevance to us as individuals, it’s little wonder many are “tuned out.” Studies have shown that 26% of global consumers ignore branded digital content entirely.

Brands of all sizes are on the hunt to cut through the noise and reach increasingly fragmented audiences effectively and consistently. The...

14 December 2021 | Advertising

Two-thirds of Gen Z out of touch with traditional Black Friday marketing

Climate Change

Gen Z has fallen out of touch with Black Friday marketing that fails to demonstrate a company’s sustainable practices, despite being the nation’s biggest consumers.

The latest from student marketing platform Student Beans, the research suggests conscious and ethical brand communications have the most impact on younger generations.

Despite this, Gen Z spends more than any other generation during the Black Friday weekend. This year the average 18-to-24-year-old spent...

29 November 2021 | Advertising

BT launches digital advertising platform to help businesses grow online

The BT logo on a smartphone.

BT has launched a digital advertising platform to make it easier for businesses to run their own digital marketing campaigns, helping them to better promote their goods and services online.

BT’s Digital Marketing Hub gives businesses the tools and support to create, publish and track their digital advertising across Google, Facebook, and Instagram – all from a single platform.

With the majority of businesses moving online during the pandemic, a recent survey by Small...

28 October 2021 | Advertising

Advertiser spend on TV and social media is twice as high as daily consumption

A couple holding hands while watching TV.

Advertiser spend on TV and social media is highly inflated in relation to daily consumption. 

This is according to analysis of advertising spend forecasts of 100 worldwide markets by marketing intelligence service WARC, and the results of a survey by GWI of more than 715,000 consumers.

The analysis found that, as of the first quarter of 2021, social media now attracts more investment from advertisers than linear TV for the first time. However, both media draw far...

21 October 2021 | Advertising