For the last few weeks, smartphone users around the globe have been united by one obsession: catching as many virtual creatures as they can via Pokémon Go.
In the face of consistent opposition, it’s usually time to consider a new tactic. At least, that is what many marketers are choosing to do in the midst of the ad-blocking saga, by adopting a new digital strategy designed to reduce disruption: native advertising.
The average UK consumer now spends 1 hour 20 minutes using social media each day. That’s double the time we spend eating.
Header bidding, it’s undeniable that technical terms don’t come much blander. But, this humble programmatic process has become a major talking point for the digital advertising industry – even threatening the dominance of Google’s ad server DoubleClick.
Growth hacking – a technology-based marketing strategy for early start up businesses – is rapidly becoming part of Silicon Valley culture and experienced growth hackers are in high demand.
For years, digital soothsayers have predicted the second screen – mobile – would become the primary screen. And last year it finally happened. Time spent on mobile overtook PC, accounting for more than two hours each day. What’s more, mobile will become the main point of internet access for Generation Z within two years.
Geolocation is rising up the digital advertising agenda and there’s one reason why: mobile.
Digital advertising has continued largely unhindered by consumer concerns about the impact of ads on their online experience and how their personal data is used, but this might be about to change.
Traditionally, advertising technology and marketing technology have performed disparate functions. While digital advertising primarily facilitates the buying and selling of inventory, digital marketing specialises in a variety of functions including personalised website content and analytics. However, changing consumer habits have now created a crossover between the two landscapes.
As multi-device usage increases, brands must move away from the out-dated and simplistic last-click attribution metric. By understanding the impact that marketing efforts have across all devices and channels during a consumer’s path to purchase, marketers will be empowered to create more effective advertising campaigns and increase conversion rates.