Posts Tagged digital advertising

Digital Marketing – Going for the One

Digital Marketing – Going for the One

For most of its life, advertising’s techniques have been based upon mass marketing. The sheer difficulty and cost of individual targeting have meant that it has been an unattainable dream. Thus even B2B practitioners have had to take ads in trade magazines, build expensive expo stands and run wasteful direct mail campaigns in order to…

iAd: Opening up the Apple Audience to Advertising

iAd: Opening up the Apple Audience to Advertising

As we all know, the rebirth of Apple in modern times has been extraordinary: in terms of its business model it has shown itself to be a chameleon, and a shape-shifter. First it defied Microsoft and the computer industry pundits to insist on being a hardware as well as a software producer; then it became…

Advertisers begin to set tests for digital agencies

Advertisers begin to set tests for digital agencies

I was intrigued to read a piece by digital commentator Dominic Mills recently, where he revealed that Lloyds Bank Group (which is reviewing its entire media business) is setting a form of ‘examination’ for the three bidding agencies. It wants to know (in words to the effect of) ‘What is the strategic imperative for programmatic…

Meet the New Ad Boss: the BBC?

Meet the New Ad Boss: the BBC?

One of the key set of statistics that caught my eye in 2014 was that the most downloaded apps on our mobile devices were: Netflix BBC iPlayer YouTube ITV Player BBC Media Player So what does that tell us? To me it says that despite the millions of apps produced for iOS or Android, the…

New Year  – New B2B Media Opportunities

New Year – New B2B Media Opportunities

I have written before about how automated programmatic buying of online media has a dark side, where advertisers have been mis-sold ‘auction’ packages and data is manipulated to look better than it is. But it is undeniably true that programmatic is the future: given the explosion of data that is now available about our characteristics…

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