Digital innovation

YouTube Innovation Project

The digital marketing team have worked on an exciting YouTube innovation project, which aimed to display related video ads to users who were searching for cancer related keywords, in order to raise awareness and target specific users.   So why did we decide to do…

Instagram to open its doors to more advertisers

Instagram, which is owned by Facebook, is one of the dominant mobile photo sharing services in the world. But up until now, its experiments with ad offerings like Carousel Ads have been exclusive to major brands like L’Oreal, as well as large agencies. But that will be changing…

YouTube and Pinterest reveal new ad formats

One of the advantages of digital marketing is the large and ever expanding number of formats that can be used. Over recent weeks two new formats have become available from YouTube and Pinterest. YouTube introduced cards to help increase engagement rates with videos earlier this…

Businesses on Messenger

There are now 600 million people using Facebook’s chat application, Messenger, each month. At its F8 developers conference in San Francisco, the social network announced and previewed their first steps towards bringing businesses on Facebook Messenger with the goal of enhancing how people and businesses…

Google to add buy buttons to mobile search results

As detailed by The Wall Street Journal the search giant will start showing the buy buttons when people search for products on mobile devices. The buttons will accompany paid search results, often displayed under a “Shop on Google” heading at the top of the page.…

The futuristic technology that could soon be mainstream

Technology is changing quickly and the rate that new products that could impact on everyday life are hitting the marketing is only going to increase. Smartphones and tablets have gone from an idea to being responsible for well over 50% of the traffic to Macmillan’s…

Great video content is not only for big budgets

Video is becoming more and more important to any marketing activity. It is a medium that encourages engagement, sharing and social interactions. The importance of video for both users and businesses, particularly within social, is demonstrated by the emergence of new video apps in recent…

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Facebook may host news sites’ content

With 1.4 billion users, Facebook has become a vital source of traffic for publishers looking to reach an increasingly fragmented audience glued to smart phones. In recent months, Facebook has been holding talks with media companies about hosting their content inside Facebook rather than making…

Why is Digital Audio Advertising disrupting the Traditional Models of Advertising and Marketing?

When you think of digital advertising, display and video ads will no doubt instantly come to mind. Real time bidding (RTB), programmatic, retargeting, and sequential…all tools and metrics that have helped maintain a growing digital business that can track and prove the return of investment…

Samsung Gear VR

As mentioned in the ‘What next for Digital Marketing in 2015’ blog article, virtual reality (VR) headsets are coming. Many of the big players have recently moved to purchase VR companies, the most notable being Facebook acquiring Oculus Rift in 2014 which is a sure…

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Exciting new trends to watch out for in 2015

Guest blogger Claire Cruft, Senior Marketing Programme Manager, shares her thoughts on new trends in 2015, below. It’s the holiday season and that means we’re all starting to think about the New Year and what is to come for 2015. Here are a few micro or…

Innovation for Growth

Innovation and the 70:20:10 rule

At a Google@Omnicom conference earlier this year, Simon Carr and Josiah Amartey delivered a presentation asking ‘Has innovation failed?’ Here they explored how companies manage their resource to encourage innovation and argued that time and budget needed to be weighted differently. Google famously use a 70:20:10 rule…

Google and ABC Build a Masthead Exchange

Google’s private programmatic exchanges can now book premium ad space like mastheads for brands. It is working with ABC to promote the new show Rising Star using an exchange that only places ads in prominent positions, ones that are not typically associated with automated buying.…

Interactive pre roll video advertising

  Video advertising is undoubtedly a part of digital marketing that will continue to grow in 2015. There is an increasing pressure to produce content that is interesting and engaging enough to stand out and gain views. It is important when running a digital marketing…

brand lift survey

Brand lift surveys with YouTube

Google now offer brand lift surveys when you buy video ads on YouTube. After people watch a video, they’ll be shown a single question survey that will help us know if their awareness of Macmillan and ad recall has improved. For an overview on brand lift…

Syncing Twitter ads with TV

Twitter are using new technology to target Promoted Tweets to people who have watched brand’s TV ads. In the UK, advertisers can use TV conversation targeting to reach people talking about TV programs where an ad has aired. The growth in people dual-screening, for instance using Twitter on…

Can we use the weather to our advantage in advertising?

Consumer behaviour online is always likely to be affected by a number of external factors, a main one being the weather. For example searches for Ice Cream are going to be much higher in the summer than winter, searches for winter coats vice versa, as…

Has Netflix reinvented the advertorial?

Netflix recently received praise for an advertorial  in the New York Times to promote Orange is the New Black. The paid-for content cleverly explored the issues around the needs of women in prisons. The article used infographic-style data, video content and long form journalism to call…

Facebook begins selling auto-play video ads in the US with the UK set to follow

Facebook began trialling the new video ads in its News Feed in December which sees videos starting to play as soon as they appear on screen without sound. Users are able to listen to the video once clicked or tapped and for those who do…

Should we be using NFC?

As the number of devices with NFC (near field communication) technology keeps growing, we’re seeing a handful of UK brands using NFC in their marketing campaigns to help drive sales and raise brand awareness, all through the use of mobile. Is this something marketers should…

Advertising that looks you straight in the eye

How far do you think digital advertising can go? How about watching and evaluating you while you’re shopping? Well, at its petrol stations, Tesco is rolling out screens with built-in cameras that can tailor ads in real-time based on identifying people by their gender and approximate…

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4 creative ways to use search advertising

Search and PPC advertising may appear simple. Select your keywords, write your ad copy, pick your landing page and away you go. It’s certainly not the most exciting or creative forms of advertising… or is it? Here are four surprisingly creative ways to use search…