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Advertising Campaigns

Behavioral Scoring in Account-Based Advertising

Account-based marketing (ABM) has been around for over a decade, first introduced by ITSMA in 2004. It was created “to help marketers stop generic sales pitches and zero in on the essential needs of their most important clients.” Now, 15 years later, we are finally in a place where companies incorporate ABM into their marketing strategies and budgets. Yet, as with every relatively new technique, many marketers are still struggling with measuring the effectiveness of their ABM campaigns, especially scoring accounts before…

Three Reasons Why Zero-Party Data is Marketing’s Next Big Thing

With the recent passing of Europe’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), tech companies will find it increasingly difficult to collect data about their target audience. In the face of this changing legislative climate, how can Marketing best approach data collection? Zero-party data, a type of data collection where users voluntarily share their personal information with companies, could offer a solution. Because zero-party data relies on building trust with consumers…

TradeMark Infringement Rising Year-On-Year, Says Compumark Report

15% Increase in Trademark Infringement Over Two Years 85% of brands experienced trademark infringement in the past year, showing a steady upward trend from 81% in 2018 and 74% in 2017. This is according to the latest research from CompuMark, the industry leader in trademark research and protection, and a Clarivate Analytics company. For those that suffered infringement, consequences were significant, with the top three cited as customer confusion (45%), loss of revenue (38%) and damage to brand reputation (37%). Three…

Can Positive Charity Ads Have More Impact?

Since 2017, we have been recording, analyzing, and tracking every ad released in the UK and US in the not-for-profit sector (other sectors, of course, are available). We predict both short term sales spikes and long-term brand building based on the performance of the ad. Because of my work with SURF Survivors Fund in Rwanda, this is an area that has interested me greatly since we started, but it’s been disappointing to see that non-profit advertising is consistently one of the worst performers across sectors for long term…

Tapad and Lifesight Sign Partnership To Power Cross Device Capabilities Within Lifesight’s Real World Intelligence Platform

Tapad’s Technology Now Powers Lifesight’s Real World Intelligence Platform with Cross-Device and Reach Expansion in the Asia Pacific Region Tapad, a global leader in digital identity resolution, announced a new partnership with Lifesight, a leading provider of real world intelligence for advertisers in the Asia Pacific region (APAC). With the combined offering of The Tapad Graph, Tapad’s global, privacy-safe digital cross-device solution, and Lifesight’s real world intelligence platform, brands and agencies across APAC…

Understanding Data Is a Science, but Not All Marketers Have the Right Formula

For people, knowledge is power. For businesses, data is knowledge. With nearly everyone and everything connected to an IP address, information is continuously collected and stored on a massive scale. Raw consumer data is a hot commodity that often goes untapped for brand marketing and advertising campaigns, especially when it comes down to understanding the impact and results. This begs the questions, “How are businesses utilizing and incorporating consumer data in the decision-making process?” And “how can Data and…

How to Prime Your Content for Shoppable Social Ads

In March, Instagram unveiled its in-app checkout experience, which allows users to shop without even leaving the platform. And it’s not alone - other major players are making moves to better accommodate a rising consumer expectation to shop anywhere and anytime with minimal friction. New initiatives like Google’s Shoppable image ads and Pinterest’s Shopping Ads represent a growing shift to social commerce. As the lines between channels blur and customers expect seamless interactions with brands (like the ability to…

Global Data and Insights Summit: The Top 3 Presentations for Advertisers

A key question for any (every!) brand, is how well do you know your audience and how can you get to know it better? In this respect, the advertising and the insights industries go hand in hand and this year’s ESOMAR Global Data and Insights Summit brought to the stage new innovative examples of how this long-lasting collaboration can offer tangible results to brands within the ad industry. Edinburgh was where two key figures in the Scottish Enlightenment – Adam Smith & David Hume – first held their series of very…

4 Reasons Malvertisers Are Some of the Most Sophisticated Advertisers in the World

It’s tempting to write off malvertisers as simply an annoyance or unsophisticated criminals, but nothing could be further from the truth. Far from being crude spammers, malvertisers are sophisticated, smart, persuasive, and often more technologically savvy than many of their legitimate advertising counterparts. And they’re extremely dangerous and costly. The last IAB estimate put the cost of malvertising at just over $1 billion. In case that figure isn’t troubling enough, here are a few more reasons why you need to take…

Sponsorship Made Simple for Personal, College, Sports, Community Events etc.

Spony Connects Event Owners With Sponsors in Minutes. With Spony Anyone Can Get or Give Sponsors Spony is a revolutionary tool that makes sponsorships simple. It is a free, location-based mobile app that makes the process of sponsoring and finding a sponsor extremely simple and faster. Any user can post a request for a sponsorship and connect with potential sponsors in a matter of minutes and anyone can become a sponsor with just one tap on their phone. Sponsorship is one of the most effective and fastest…

3 Insights for Pinterest Advertising Campaigns that Drive Sales

Pinterest is a powerful social platform for brands wanting to sell products and services. Pinterest users (pinners) are actively looking to make purchases, and they like to take action. Although the network is best known for food, fitness, and travel, it also offers an opportunity for information-rich businesses such as tech, finance, and architecture to simplify concepts and drive sales through Pinterest advertising. Insider tips on driving sales through Pinterest advertising. Find out how to brand, design, and inform…

Accenture Interactive Further Bolsters its Creative Capabilities by Acquiring Brand Communications Agency Shackleton

Accenture has acquired Spanish brand communications agency Shackleton. Headquartered in Madrid with offices in Barcelona and Santiago, Chile, Shackleton will become part of Accenture Interactive and expand its ability to design, build and run integrated brand experiences for clients in Spain, Latin America and beyond. “While Accenture Interactive already works for many leading brands in Spain and Latin America, we know that expanding our portfolio of creative services will allow us to deliver the very best and most…