Playable ads drive 20x more installs than banners

A woman sitting on the floor, using a laptop.

Liftoff, a growth acceleration platform for the mobile industry, has unveiled its sixth annual Mobile Ad Creative Index. The report analyses trends across four key app verticals: gaming, e-commerce, finance, and entertainment.

With increased competition, the report highlights the need for advertisers to optimize spending across platforms and ad formats. For e-commerce, the cost per install (CPI) on Android is lower across all ad types, with native ads offering the strongest value...

12 March 2024 | Advertising

Pepsi MAX unveils giant CGI can on the Thames to celebrate new visual identity

Pepsi MAX has unleashed its first major redesign in fourteen years by dropping a striking  piece of CGI footage with a jaw-dropping scene in North Greenwich, London.

The striking video was released to celebrate the cola brand’s evolution into its dynamic new era, featuring a re-designed and refreshed electric blue and black logo.

The video of the larger-than-life installation dropping in different countries across the world,  featured a digitally-altered piece...

11 March 2024 | Advertising

Vevo teams up with PubMatic to expand programmatic buying across its CTV network

PubMatic, an independent technology company delivering digital advertising’s supply chain of the future, has partnered with Vevo, a music video network.

The collaboration will allow for an accelerated phase of programmatic CTV growth for Vevo, allowing advertisers to drive scaled reach across its premium library.

Vevo’s global network spans more than 800,000 videos, boasting a total monthly average of 25 billion views. Partnering with PubMatic will offer...

6 March 2024 | Advertising

Digital Marketing Institute launches AI in Digital Marketing course to plug AI skills gap 

The Digital Marketing Institute (DMI), a provider of Digital Marketing Certification, has launched its first Artificial Intelligence (AI) in Digital Marketing course, following overwhelming demand from marketers. 

The decision to launch the course comes following DMI’s latest Membership Survey in 2023, which found AI to be the top skill members are looking to develop over the next 12 months.  

The course will bridge the AI knowledge gap for marketers of all...

20 February 2024 | Advertising

Advertising will not crumble as new tools are in the mix

As Google’s deprecation of third-party cookies becomes a reality in 2024, UK businesses are taking action. 

A new survey conducted by Capterra, a software and services marketplace, has found that despite 61% of marketers expressing concerns about how the cookie discontinuation may impact their company, nearly half (49%) of all the respondents said their company felt “well prepared” and 44% are “moderately” so. 

In fact, for many, the change is perceived as...

16 February 2024 | Advertising

Adform becomes the first global Demand Side Platform to join UN’s Science Based Targets initiative

Media buying platform Adform has joined the Science Based Targets initiative (SBTi) as the first global Demand Side Platform (DSP) to do so.

Following a milestone year of sustainability partnerships, Adform enters the next level by aligning itself with SBTi’s near-term (2030) emission reduction targets.

Adform continues to champion sustainable advertising as a key component of its offering. In 2023, Adform became a member of Ad Net Zero and made history as the first...

13 February 2024 | Advertising

Ad Signal partners with Perifery to reduce storage costs and carbon impact

Ad Signal, a specialist provider of video content management solutions, has partnered with Perifery to provide media organisations with seamless deduplication workflows.

The integration optimises the storage and management of digital assets and contributes to cost savings and carbon reduction for many businesses.

Ad Signal’s Match software, which rapidly identifies duplicate copies of video, image and audio files to leave only unique versions, can now integrate with...

1 February 2024 | Advertising

Brands spent $930bn on social media advertising since 2017

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As the second-largest market in the digital advertising space, the social media ad industry has grown tremendously over the years.

With an estimated 4.9 billion social media users across the world and over 90% of marketers using social media to promote brands and reach customers, it`s no wonder this type of advertising has become one of the biggest revenue streams in the digital advertising industry. Last year alone, brands and companies spent $207bn on social media ads. However,...

23 January 2024 | Advertising

Capgemini’s CMO playbook for generative AI sees rapidly expanding ecosystem

Organisations who are already investing in generative AI for marketing are dedicating almost two thirds of their budget towards the technology, according to new figures from Capgemini.

62% of marketing budgets are going on generative AI, according to a poll of 1,800 global marketing executives at organisations with annual revenues of more than $1 billion USD. The same percentage of respondents believe that generative AI will ‘augment human creativity, enhancing unique human...

18 December 2023 | Advertising Technology

Brands are wasting $600m+ in ad spend during the holiday season

A dog wearing an elf hat.

Brands are wasting hundreds of millions in digital ad spend during the holiday season, according to a new analysis by CreativeX, a technology company powering creative decision-making for the world’s largest brands.

The analysis, which assessed over 3.9 million ads from 2021-2022, from 400+ brands across 10 different industries including retail, food and beverage, and consumer packaged goods, found that brands spent over $600m worldwide on ads that are not digitally suitable...

27 November 2023 | Advertising