Digital insight

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…

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…

The right content in the right place at the right time

The way that we engage with audiences in a digital environment is always changing, even more rapidly so in recent years with the advances in tablet and smartphone technology. It is crucial when communicating to people, that we are making sure the content being served…

The importance of engaging creative

With so many digital adverts in various forms being displayed every second, it is crucial that our adverts stand out and convey the message we want them to. Often a lot of thought goes into where to place and advert, what format to use and…

Ad Fraud: What is it and how do we protect ourselves?

  With the huge expansion in digital advertising and the opportunities that it presents, there is always the danger of the market being exploited by unethical and illegal means. Ad fraud is becoming an issue that could cost the industry both financially and in terms…

Native advertising

3 tips on Native advertising

In March I attended IAB’s Content and Native seminar that looked at how brands can make content driven ads that consumers choose to engage with. Macmillan uses this type of advertising in a range of ways from Facebook, Twitter, YouTube or online advertorials. Here’s 3…

YouTube ad

How to optimise your video for paid promotion

To build awareness of how people can give and get support from Macmillan, we pay to promote our case study and TV ads on YouTube, known as True View InStream ads. You’ve likely seen this type of ad when watching YouTube. People see five seconds of…

Collective Marie Claire

Using rich media to share our case study stories

For the online part of the brand advertising campaign, we use case study videos to raise awareness of how people can get support from Macmillan. We’ve had great results using expandable rich media ads with Collective. This year we’re looking at how we can make this work on…

The Importance of Content

  Digital marketing is an ever changing landscape, with tools and techniques constantly being refined to keep up to speed with an impatient and time restricted audience. It is often thought that due to the demands of modern day hectic lifestyles, people want to see…

Are click throughs key to conversions?

One of the key advantages that digital marketing activity holds over offline placements is the ability to measure engagement and…
Smiling Young Couple Both Sitting On A Sofa With A

The shift from broadcast TV to Video on demand

The way that people consume TV and video content is changing. There’s a shift towards people choosing when to watch the content they love and on the device of their choice. This means that if you’re planning your TV advertising you shouldn’t be limited to…

Search Trends 2014

Google’s annual Year in Search report explores the people, places and events that captured consumer interest in 2014—from cronuts to crowdfunding, selfies to soccer. Marketing has always started with understanding people—who cares, about what, and why. There’s no better source for these insights than searches.…

google

SEO for new websites

Search Engine Optimisation (SEO) is an important step when launching a new site, product or landing page. Here’s a few key things to know about how to help make your site searchable. 1. What’s the difference between SEO and PPC?   In this example of…

Want to Facebook at Work?

Facebook is reported to be looking to change the way people interact with each other when at work. The social media giant is planning to roll out a new platform, believed to be called ‘Facebook at Work’. The use of social media to interact with work colleagues,…

Display banners

Using Rich Media for deeper engagements

Rich Media ads are a great way to share our case studies and engage with our audiences in a more impactful way than standard banners. With issues such as banner blindness and the overall decline in CTRs (according to some reports the average click-through rate of a…

Measure What Matters: A Marketer’s Guide

It’s no secret that it takes many marketing touch points to connect with a customer, find a quality lead or make a sale. But how do you know the right message to deliver at each point in that journey? How do you ensure that your…

How Mobile Video Can Drive the Future of Brand Marketing

Of all minutes watched on YouTube, 40% is on smartphones,* which presents an opportunity for brand marketers. Yet understandably, since smartphone screens have shrunk advertising space to the size of a playing card, the effectiveness of mobile in holding consumers’ attention and driving impact has…

Display banners

Top tips for briefing creative

With ad sizes and channels changing all the time, producing creative for online ads can be confusing. Here’s 3 of our top tips to help you when briefing in creative. 1. Facebook ads usually involve supplying a static image and copy like in these examples but did…

Mobile to rocket to 40% of UK adspend by 2018

The rise in mobile spend, as advertisers shift their focus on to mobile platforms, will mean mobile spend leaps from 7.3 per cent of total media spend in 2013, to 13.4 per cent by the end of this year and 39.1 per cent in 2018.…

Facebook Atlas and the potential to change display advertising.

  Facebook is attempting to increase its presence in the display advertising market by serving ads across the internet, not just on the social media site itself. In an attempt to help better connect online advert impressions with offline purchases they have rebuilt the Atlas…

YouTube channel

3 ways we use YouTube ads

Viewership is growing 50% year on year and one billion fans are coming to YouTube every month. In the UK 45% of all YouTube content is consumed on a mobile phone or tablet. Here’s some of the ways we reach our audiences through YouTube ads.…

Twitter

4 ways we use Twitter ads

With 15 million users in the UK and 80% of these users accessing the social media platform via a mobile device, Twitter is a key channel to reach our audiences online. Here’s 4 ways we use Twitter ads at Macmillan. 1. Tweet card This promoted tweet…

Macmillan's Facebook page

4 ways we use Facebook ads

With more than a third of the UK population visiting the social networking site every day, Facebook is an important channel to reach our audiences online. 83% use a smartphone or tablet to check updates on Facebook making it a great way to reach people on…

Are Mobile Adverts Becoming More Accepted by Users?

The growth of mobile within digital marketing is widely accepted, it is becoming a major player with investment significantly increasing year on year. In the UK, Mobile ad spending is expected to rise 96.0% this year to just over £2 billion ($3.16 billion), up from…

New Facebook targeting with custom audiences

Brands can now use their audience lists, like email addresses, to reach their customers with ads on Facebook. By using custom audiences, you can upload email addresses and other data into Facebook to show ads to those people on Facebook. You can also find new look-a-like audiences to…

Twitter Rolls Out Analytics For All Users

Twitter has announced that all users, whether business or personal, will now be able to access the analytics tool and find out how many people are viewing and interacting with their posts. In July the social media site updated  their analytics tool for advertisers and…

How Macmillan Is Making Use Of Affectv’s Signal Ads

All advertisers are constantly looking at ways to improve the click through rate of display adverts. It is one thing getting a message in front of someone, but the challenge is getting the user to take action. Creative is designed to encourage maximum engagement and…

Will we soon buy products directly through social media?

In recent weeks both Facebook and Twitter have taken steps towards allowing purchases directly from your timeline or newsfeed. Call to action ‘buy’ buttons have appeared on both, with Facebook trialling it with a small number of business in the USA. It is suggested that…

Rockabox ad format

Engaging display ads with Rockabox

This month we tested a new ad format called Shutters, created by Rockabox. It’s a rich media ad that lets us combine video content, images and copy to tell people affected by cancer how we can support them. Rather than measuring success by visits to the…

Facebook to Use Web Browsing History For Ad Targeting

Through its ubiquitous “like” buttons on publisher sites across the web, Facebook has long been able to watch the web surfing behavior of its 1.28 billion monthly users. Soon it will begin to use that information for ad targeting on Facebook. Facebook already enables re-targeting…

Is Real Time Bidding (RTB) The Solution?

The Problem Many digital advertisers are now beginning to fear that traditional online display advertising is inefficient, for a number of reasons. For advertisers, the traditional cost per thousand (cpm) model of buying impressions in bulk is lacking because  impressions are purchased for the same…

Introducing Facebook’s mobile ad network

Facebook is set to launch ‘Audience Network’, a new advertising network which will serve adverts to third-party mobile apps. The move will allow Facebook to take advantage of the depth of knowledge they hold about their users, to deliver targeted adverts with much better click…

Digital Culture Series – Facebook

Macmillan has teamed up with some of the biggest names in the tech industry to host a series of talks for staff to discover more about how they work, their culture and challenges. The first talk was held at Facebook’s offices where the European Director…

Driving Donations Digitally

How do supporters research and pick charities to donate to? A study conducted by Google and Millward Brown found they are using digital more than traditional sources, and that they start their research a lot earlier than you might expect. Mobile is also an important…

Are we saying goodbye to SEO?

Google announced it was switching to 100% secure search, which means when you search on Google and click through to a website, the website owner can no longer see the keywords you searched for – they’ll only see ‘Not provided’. This is an unsurprising announcement…

Google brings search outdoors

Google has launched a pilot scheme called ‘Google outside’. It’s across 160 locations in London to provide information on local tourist attractions and businesses, among other things. The display screens that can be found at 100 bus shelters and 60 tube stations use existing Google…

5 ways we use Search ads

You’ve probably all seen them, and you might say you’d never click on them, but search or pay-per-click (PPC) ads can be the most efficient way to point people to our services when searching online. And now that 51% of people in the UK have a…