IAB UK

Adblock Plus launching ad exchange

Brad Moss — Wed, 14 Sep 2016 08:23:54 +0000

Adblock Plus launching ad exchange Brad Moss Wed, 09/14/2016 - 09:23

Adblock Plus, who spent years as the consumer champion squashing adverts - now sell ads!

We see the cynical move from Adblock Plus as a new string in their racket. Now they're saying to publishers "we took away some of your customers who didn't want ads, and now we are selling them back to you on commission".

The fact is, in the UK ad blocking has stalled. It's been stuck at 21% throughout 2016 because the premium publishers who own great content, and provide a good ad experience, hold all the cards. More and more of them are offering ad blocking consumers a clear choice: turn off your ad blocking software or no access to our content. And their strategy is working, with 25% to 40% turning off their blockers.

So with their original business model running out of steam, Adblock Plus have gone full circle to get into the ad sales business.

IAB UK's CEO, Guy Phillipson comments on the recent news that Adblock plus have launched an ad exchange.

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adblocking

Adblock plus

Tuesday 13 September 2016

Digital 'most relevant marketing channel' for Adidas

Newsreach service — Wed, 21 Sep 2016 14:00:01 +0000

Digital 'most relevant marketing channel' for Adidas Newsreach service Wed, 09/21/2016 - 15:00

Adidas is focusing its marketing strategy on digital campaigns, with its global head of digital ecosystem design David Greenfield comparing TV to the fax machine.

The sports brand is currently looking to fend off competition from the likes of Nike and Under Armour, Marketing Week reports.

Mr Greenfield believes digital can "play a big role" in winning back dominance in the sector, as it reaping greater rewards for the company than other platforms.

"If we look at our recent marketing activity for the NMD brand, it was 100 per cent on social," he commented.

"It wasn’t a 30-second TV spot or some slogan, but a digital-only strategy that made us sell out of those shoes in a matter of hours."

Mr Greenfield acknowledged that TV still has a place in its marketing mix. However, he said the same argument could be made about fax machines, yet he is "not about to create a fax machine marketing strategy".

"Digital is the most relevant channel for our audience," he insisted.

Adidas is focusing its marketing strategy on digital campaigns, with its global head of digital ecosystem design David Greenfield comparing TV to the fax machine.

Tuesday 20 September 2016

Twitter drops media attachments from character limit

Newsreach service — Tue, 20 Sep 2016 15:00:01 +0000

Twitter drops media attachments from character limit Newsreach service Tue, 09/20/2016 - 16:00

Images, videos and gifs no longer contribute towards the 140-character limit on Twitter, the social media platform has confirmed.

From this week, people using Twitter who want to add media to their tweets will not have to sacrifice some of their available characters to do so. Previously, a significant portion of the limit could have been taken up by embedding media.

The move also affects polls and Quote Tweets, and comes around four months after Twitter first announced the move.

However, @names, which Twitter had originally said would also be exempt from the 140-character limit, have not been included in the change. The social media platform has not commented on whether it will roll out this change in another update.

The move follows Twitter's co-founder Jack Dorsey's appearance at the DMEXCO conference in Germany, where he said that simplifying the user experience is one of Twitter's key priorities at present.

Images, videos and gifs no longer contribute towards the 140-character limit on Twitter, the social media platform has confirmed.

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Twitter

videos

Monday 19 September 2016

comScore Mobile Audio Measurement Enhancement

Brad Moss — Mon, 19 Sep 2016 10:58:43 +0000

comScore Mobile Audio Measurement Enhancement Brad Moss Mon, 09/19/2016 - 11:58

Correctly tagged audio apps playing ‘in the background’ on mobile and tablet devices will now be measured and will contribute to monthly ‘time spent’ metric. This measurement enhancement reflects the real-life usage of a user focusing on one task, usually visual, whilst listening to content from audio streaming sources which may be running in the background, or ‘out of focus’. Historically duration has only applied to the task in hand, but with this enhancement UKOM, and comScore, are acknowledging this evolution and acting to reflect this in our data. This enhancement will be introduced in August data, released in September.

In recognition of the ever growing popularity of streaming audio services (e.g. Spotify, Soundcloud, and online radio etc.) the methodology for comScore’s UKOM approved MoMX measurement of duration is being enhanced to reflect users’ frequent multi-tasking behaviour.

Research

UKOM

Sunday 18 September 2016

Cats take over ads at Clapham Common

Newsreach service — Thu, 15 Sep 2016 11:00:01 +0000

Cats take over ads at Clapham Common Newsreach service Thu, 09/15/2016 - 12:00

The #CatsNotAds campaign that aimed to replace ads with pictures of cats has seen success, and Londoners travelling through Clapham Common tube station will, for the next two weeks, be greeted by hundreds of pictures of some of our favourite furry friends.

#CatsNotAds and the Citizens Advertising Takeover Service (CATS) was developed by Glimpse Collective, with cats from Battersea Dogs & Cats Home and Cats Protection strutting their stuff in front of the camera for the occasion.

Glimpse founder and CATS leader James Turner said: "We tried to imagine a world where public spaces made you feel good. We hope people will enjoy being in the station and maybe think a bit differently about the world around them.

"Instead of asking you to buy something, we're asking you to think about what's really valuable in your life. It might not be cats, but it's probably something you can't find in the shops."

And it seems this isn't the last we'll see from CATS, as the team is already planning its next takeover. Dogs are a likely candidate, but what other animals could we see taking over a London tube station?

All ads at Clapham Common tube station have been replaced with pictures of cats.

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takeover

Wednesday 14 September 2016

Yahoo to be sponsored by General Mills

Newsreach service — Wed, 14 Sep 2016 11:00:01 +0000

Yahoo to be sponsored by General Mills Newsreach service Wed, 09/14/2016 - 12:00

Yahoo and General Mills have signed a livestreaming partnership for Yahoo's weekly ESports Live programme.

This step is another move forward for Yahoo, which has strengthened its sports and fantasy sports platforms since being acquired by Verizon this summer. The acquisition, which amounted to $4.8 billion (£3.63 billion), makes Yahoo part of Verizon's growing media portfolio, which also includes AOL and its subsidiaries, The Huffington Post, TechCrunch and Engadget.

Yahoo launched its ESports platform earlier this year, livestreaming games including League of Legends, Counter-Strike: Global Offensive, Dota 2, Street Fighter V and Heroes of the Storm.

In addition, it has now signed a deal with Electronic Sports Leagues (ESL), which will help to offer ESports to a wider audience.

Devin Kunysz, marketing manager of Reese's Puffs at General Mills, said in a statement: "As a leader in the emerging ESports space and an experienced player in live programming, Yahoo was the obvious choice for our new campaign for Reese’s Puffs.

"We’ve found a really unique way to connect with our audience around the new Yahoo ESports Live, so that we’re able to not only entertain and engage fans around our brand, but drive results for our business."

The two businesses have formed a livestreaming partnership.

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yahoo

livestreaming

Tuesday 13 September 2016

Deliveroo rebrands to improve rider safety

Newsreach service — Tue, 06 Sep 2016 10:00:01 +0000

Deliveroo rebrands to improve rider safety Newsreach service Tue, 09/06/2016 - 11:00

Food delivery service Deliveroo has undergone a rebrand in a bid to make its riders stand out more and improve their safety, with help from branding agency DesignStudio.

On its blog, DesignStudio stated: "What we landed on was an evolution from our original and more literal take on the kangaroo, turning it into a striking new mark bold and impactful, but still maintaining the character and charm of the Roo."

Deliveroo was looking to not only evolve its brand, but to make it more memorable by moving from the standard kangaroo image to a more illustrative logo.

However, with most of the deliveries being made by cyclists, safety was at the forefront of this change. In addition to the new logo, Deliveroo said its riders are now being kitted out with "hyperreflective material on the waist, shoulders and wrists of the jackets".

The design team at Deliveroo said: "What we landed on was an evolution from our original and more literal take on the kangaroo, turning it into a striking new mark bold and impactful, but still maintaining the character and charm of the Roo."

New brand identity aims to make riders stand out more

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brand

Monday 05 September 2016

Instant video launches on Facebook Messenger

Newsreach service — Mon, 05 Sep 2016 12:00:01 +0000

Instant video launches on Facebook Messenger Newsreach service Mon, 09/05/2016 - 13:00

Facebook has announced in a blog post the launch of Instant Video on its Messenger service, a new service similar to Snapchat's Video Chat offering.

Instant Video will allow users to instantly share live video updates with friends on the Messenger platform, which Facebook says will allow people to "bring conversations to life in the most authentic way - seamlessly and instantly".

To use the service, users just need to click the video button within a chat to start the mini live-stream. This automatically begins with no audio, although users can turn this option on if they wish.

In its blog post, Facebook said: "We believe that Instant Video is another example of how we try every day to solve real problems for real people."

Another Snapchat-style feature has been adopted by social giant Facebook.

Sunday 04 September 2016

UK’s first mobile advertising expenditure study shows UK market worth £28.6 million in 2008

Anonymous — Wed, 05 Dec 2001 00:00:00 +0000

UK’s first mobile advertising expenditure study shows UK market worth £28.6 million in 2008 Anonymous (not verified) Wed, 12/05/2001 - 00:00

IAB and PwC research reveals mobile ad spend higher than market expectations and doubled in size year on year.

Expenditure on mobile advertising in the UK exceeded market expectation in 2008 to reach a total of £28.6 million, according to a study by the Internet Advertising Bureau (IAB) – the trade body for digital marketing – and PricewaterhouseCoopers (PwC).

As mobile advertising becomes increasingly important for operators and advertisers, the study – a UK first – shows that mobile adspend bucked all market trends, doubling in size on a like for like basis in 2008, increasing by 99.2% year on year. Investment in mobile advertising grew at a faster rate than predicted as more UK brands invested in the medium due to its exceptional targeting, immediacy and return on investment.

Mobile advertising formats

Mobile display advertising – which includes banners, text links, tenancies pre/post roll and in-game – accounted for £14.2 million in 2008, 49.8% of all mobile advertising spend.

Paid-for search advertising on mobile internet was estimated to account for £14.4 million, 50.2% of all mobile advertising spend.

This survey represents solely mobile media spend, and therefore does not include mobile marketing expenditure such as SMS or MMS production and delivery costs. This ensures the figures are comparable with all other media.

These first mobile figures correlate strongly with the early days of online advertising. When the IAB and PwC study was first released ten years ago, in 1998 the internet advertising market was worth £19.4 million. In 2008 online advertising rose to £3.35 billion, accounting for 19.2% of all advertising spend.

The IAB officially widened its remit to include mobile internet advertising in July 2008, when the five main UK networks – 3, O2, Orange, T-Mobile and Vodafone – became members. Since then it has invested heavily in educating the market about the potential of mobile media, through a programme of events and research initiatives.

In the coming weeks the IAB will launch a ‘How To’ guide on briefing, planning and executing campaigns for marketers and is currently conducting research into the effectiveness of mobile advertising, with the results due in early June. More information can be found at www.iabuk.net/mobileadvertising.

Jon Mew, head of mobile at the Internet Advertising Bureau, said: “This study is a UK first and means the IAB can accurately prove and track how much marketers are spending on mobile. The sector is in its infancy but is considerably bigger than the market was expecting. Thanks to these landmark figures we know the real value of the mobile advertising industry, and will now be able to chart the medium’s growth with confidence.”

Guy Phillipson, chief executive of the IAB, said: “Over the past 12 months the marketplace has been buzzing with anticipation about this exciting new channel. Now is the perfect time for brands to dip their toes in the water, to see for themselves how effective and complementary mobile advertising can be. The IAB is dedicating considerable resource to educating marketers and agencies so they can optimise their campaigns as mobile becomes an essential part of all communications plans.”

Eva Berg-Winters, PricewaterhouseCoopers LLP, said: "Mobile advertising has shown impressive, steady growth throughout 2008 in an overall declining advertising market. The mobile phone has become our constant companion and its ability to meet consumers' growing demands for accessing entertainment and information on the move has attracted advertisers. The way has been paved by online advertising, which combined with the rapid uptake in mobile internet usage, will ensure it becomes a very powerful advertising medium over the next few years."

Key drivers for growth:

A bigger audience than ever: Mobile internet usage grows in 2008 from 8.6m in Dec 2007 to over 11m in Dec 2008, and people on unlimited data plans (unlimited access to the mobile internet as part of their contract) has grown by a massive 109% in 2008

Mobile offers a great user experience: Advertising on mobile phones has generated a positive response from consumers - they like this form of advertising. According to the Orange Exposure 2 study, 70% of mobile media users find innovative ad formats actively appealing. Operators and site owners have been careful not to annoy consumers with interruptive formats, in order to build trust in their services and help mobile adspend to grow.

Social networking driving growth of mobile internet usage: People using social networks on their mobile phone grew by 180% in 2008. According to recent research from the IAB, 44% of 16-24's have checked their social network profile via their mobile phone.

Better, smarter handsets: The 3G iPhone launched and has transformed usage. iPhone users for example are around 7 times more likely than average to browse on their phones daily for news and info. It is not the only phone to do this, with penetration of 3G handsets overall increased in total by 36% in 2008.

Growth in mobile departments: More and more media agencies in the UK are appointing dedicated heads of mobile, charged with working full time on the medium to educate teams and promote the channel.

The industry is working together to move things forward: The IAB is working with operators and the key mobile advertising players to educate the market place. As knowledge grows it is becoming much easier to plan and buy successful mobile advertising campaigns.