In a crowded marketplace, Adidas needed a way to stand out from the competition and serve relevant messages to people at crucial points in their purchase decisions. This case study looks at how the sportswear brand used programmatic display ads to tell exactly the right stories to the right people, at the right step in the customer’s journey to maximise sales.
The coronavirus pandemic has led to cuts to all forms of marketing activity in the UK, dropping 6.1% overall, but marketers are being urged to think twice before pulling spend, according to the latest IPA Bellwether report.
UK newspapers are set to lose as much as £50m in online advertising revenue as brands use so-called blacklists to prevent their ads appearing next to stories about coronavirus.
Advertisers and agencies want more direct ways to purchase premium inventory as supply path optimisation (SPO), brand safety and transparency issues continue to be a concern, according to new research.
As Google prepares to end third party cookies by 2022, research into senior marketers’ opinions of the move revealed some starkly contrasting results, with creatives far more positive than senior advertisers about the change.
How do you keep raising engagement? Not everyone responds positively to the same ad content, so Nestlé tested out different approaches. For Nescafe campaigns in Turkey they tested content that adapted to the viewer’s preferences, in real time. This case study looks at how the coffee brand increased engagement through an on-pack competition combined with smart programmatic display marketing.
News UK’s Wireless and Bauer Media have launched Octave Audio, a new digital audio advertising platform for the UK advertising market.
Mindshare is developing a private marketplace in the US and UK, an initiative to help LGBTQ media titles win a greater share of advertising investment, with Skyy Vodka one of the first clients to sign up.
Ad tech firm The Trade Desk has launched its new advertising campaign, directed by comedian Neal Brennan using humour to compare the advertising limitations of walled gardens, such as today’s popular search and social platforms, with opportunities of the open internet.
How do you drive more traffic to your brand site? San Pellegrino delivered 90,000 extra visits to its website through display ads tailored to specific audiences. This case study looks at how San Pellegrino achieved a 10% increase in click-throughs with a 14% lower spend than previous campaigns.
Ad tech company Rakuten has revamped its platform, under the new name ‘Rakuten Advertising’, combining affiliate, programmatic and lead generation technology for a more unified suite of products for brands.
Google’s parent company Alphabet has published details of its YouTube and cloud business for the first time, as the firm’s traditional search and banner ad businesses continues to slow.
UK adspend rose 5.6% year-on-year to reach £5.97bn in Q3 2019, 0.8 percentage points ahead of forecast, according to new research Warc and the Ad Association.
Andy Wilson, Head of Media, Dropbox, shares his insights about the state of the European media industry and how technology is fundamentally shifting the way professionals collaborate and communicate.
The publisher of the Daily Telegraph is pulling out of ABC circulation audits, saying it is no longer a ‘key metric’ for its subscriber-first strategy.
Google plans to stop all third-party cookies on its Chrome browser by 2022, in a move that will have massive repercussions across the ad industry, which depends on them to track users.
The fourth quarter of 2019 saw UK marketing budgets saw a small return to growth after a stagnant period, according to new data.
From deep fakes to mind-reading wristbands, technology took us in some strange directions during 2019. In this special article, we celebrate the 10 weirdest news stories of the year.