A meeting place for leading digital voices

A meeting place for leading digital voices

Attribution: Let’s see how far we’ve come

Attribution: Let’s see how far we’ve come

Last month, the IAB Australia released its second annual State of the Industry - Marketing and Ad Technology report. I always find the second year of a report more interesting as there is a benchmark and inevitably the first thing we all talk about is how far we’ve come.

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Are Your Campaigns Run Like Opinion Polls?

Are Your Campaigns Run Like Opinion Polls?
Just because Australian politics seems to be driven by opinion polls, that doesn’t mean you should run your advertising the same way. As Australia puts itself through an election, Eyeota’s Trent Lloyd, says data counts – but how reliable is the data you are using? If political polls were doing their job, ......
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“The Hustle” is more valuable than ever

“The Hustle” is more valuable than ever

“The hustle” means different things to different people, and the connotations can be both positive and negative. To me it means having that great ability to always find a way. To not accept “no” for an answer, to get shit done under pressure, and to do so with a winning attitude.

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What’s the difference between content marketing, content strategy and content planning?

What’s the difference between content marketing, content strategy and content planning?

The modern marketer has heard of content marketing, they even know they need a content strategy and a content plan. But many are embarrassed to admit they don’t fully understand differences between these phrases nor what to expect in terms of output from each. Let me explain, in plain English...

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The importance of Creative messaging to Programmatic Marketing success

The importance of Creative messaging to Programmatic Marketing success
Whilst I speak with clients about the advances of Programmatic, a question I’m often asked is what I believe to be the most important part to a programmatic marketing campaign. Inevitably my answer is often about the creative. The fundamentals of any marketing campaign are always the same and Programmatic campaigns a......
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New supporting the old: Using social to set the right course

New supporting the old: Using social to set the right course
While I have wholeheartedly embraced the digital revolution in my marketing career; in my "other life" I participate in one of the oldest forms of recorded content generation around; printed books and magazines. My passion is ocean liners and the history of passenger ships, and I have ten books published on......
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The Biggest Content Marketing Trends For 2015 (According To 10 Experts)

The Biggest Content Marketing Trends For 2015 (According To 10 Experts)

An unbelievable amount of new content is published to the web every single day. More and more experts are talking about the "noise" that is out there and the need to cut through it.

In other words, relevance isn't just a buzzword anymore. If you can create content that directly appeals to and applies to your customer base, solves their problems, and gives them the information they're looking for, you can develop a loyal and engaged following over the long term.

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Five Tips To Make Your Native Advertising Cut Through

Five Tips To Make Your Native Advertising Cut Through

An increasingly dynamic and fragmented media environment has led to an explosion in the number of advertising messages a consumer sees, estimated at up to 5000 each day. In such a cut-throat grab for consumer-attention, marketers need to look beyond historically-standard avenues of connecting with audiences, i.e. conventional paid media. After all, you're more likely to survive a plane crash than click on a banner ad.

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What Frozen Has Taught Me About Sharing Content

What Frozen Has Taught Me About Sharing Content

Last month, Frozen became the fifth highest grossing movie of all time, bringing in $1.2 billion at the box office. It's the most successful animated film ever and the star of the Disney stable. It's also probably the film I've seen or heard snippets of more than any other. Ever. And that's not entirely as the result of having a five year old daughter.

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Question: When will we be putting ‘content’ back in content marketing?

Question: When will we be putting ‘content’ back in content marketing?

Bill Gates declared that content was king as far back as 1996, but what would he know? It's not like Microsoft is a content company, right? Sorry Bill, love your work (not your Browser)!

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Choosing the Right Multi-Channel Marketing Model

Choosing the Right Multi-Channel Marketing Model

Multi-channel media attribution and other models are quickly replacing traditional cross channel marketing models. Which is the best one?

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Why We Need to Care About Ad Visibility

Why We Need to Care About Ad Visibility

Recent advancements in digital reporting technology now allow advertisers to report and optimise digital campaigns based on visibility. Simply, ad visibility is a metric that indicates how much time on average an ad placement was visible to consumers.

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"Black Box" practices are on their way out; Perspective from the NEW guy

"Black Box" practices are on their way out; Perspective from the NEW guy

Just because we can, doesn't mean it always is.

This is what I consistently hear as I make my way across the programmatic and non-programmatic landscape of media, advertiser and publisher. Both the user and non-user of digital planning and buying tools (in and out of video) continue to call for greater transparency.

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IAB Australia CEO, Alice Manners, on Sky News Tech Report

IAB Australia CEO, Alice Manners, on Sky News Tech Report

IAB Australia's CEO Alice Manners joined Sky News for their regular segment, Tech Report, to discuss the recent IAB/PWC online advertising expenditure report. Manners notes that digital dollars continues to move towards consumer platforms that people are using, and that online advertising always reflects the market. Moving forward, Manners predicts online advertising in retail will continue to be strong.

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IAB Conversations: What is Premium Display Advertising?

IAB Conversations: What is Premium Display Advertising?

From time to time, questions pop up in the interactive advertising industry that don't have easy answers. At the IAB Blog, we like to throw these out for debate and hear from as many voices with as many perspectives as possible. In the spirit of civility, we'll call them IAB Conversations. Our CEO, Alice Manners, is kicking it off with the topic of Premium Display - and we hope you'll join the conversation.

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IAB CONVERSATIONS: Awards Programs

IAB CONVERSATIONS: Awards Programs

Welcome to the first in a new series on the IAB Blog, IAB Conversations, where we will throw out a topic for debate and feedback. To kick it off, we're looking at the topic of Awards events.

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The Integrated Marketer – influencer, challenger, facilitator and student

The Integrated Marketer – influencer, challenger, facilitator and student

The Integrated Marketer is a juggler of many skills and these continue to grow every year with technology enhancements, changes in customer and consumer buying and usage behaviours and businesses striving for greater efficiencies through combining roles. In recent times the general marketer has always been in the cross hairs of the cost cutters. The Integrated Marketer is the new breed who will find themselves increasingly indispensable because they fill a number of different (and formally separate) roles and responsibilities.

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Co-Creating With Your Customers

Co-Creating With Your Customers

Your customers are the most important people in your working life, so why not have them create your product or service offering? It might be a little rogue to let your customers pick up tools and build your next product but it shouldn't be out of the question to let them be part of the co-creation process.

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5 Marketing Lessons from Eye tracking

5 Marketing Lessons from Eye tracking

The potential for eye tracking research has exploded in the last ten to fifteen years. My first eye tracker system had a control unit that was the size of a fridge and took two people to lift. My desk had to be specially reinforced, and I lived in fear of accidentally being crushed by the weight of it. Fast-forward to 2014 and eye trackers can fit in the palm of your hand. These days, eye tracking systems are so convenient to operate, easy to use and have no end to their application and ability to uncover significant insights.

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Making Metrics Matter; the Do's & Don'ts of Digital Metrics

Making Metrics Matter; the Do's & Don'ts of Digital Metrics

One of the things I love about working in digital media is the accountability of the metrics. If you can do it, you can measure it, but should you? Finding the metrics that matter for your business, and getting people inside and outside to understand what you track and why it matters, are just as important as what those numbers look like.

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The Tenets of Online Advertising

The Tenets of Online Advertising
Are online's "new" targeting options better than traditional media's? Digital marketing has some very passionate advocates. For some people this zealotry can approach religious levels. If there are three tenet's of belief for these people about online advertising they seem to be: Digital advertising has better targeting than all other forms......
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Audience First: Going beyond the “Wow” factor

Audience First: Going beyond the “Wow” factor

There are so many places where Australians excel in the digital advertising landscape. The 2014 Digital Skills Survey ranked Australians as the most motivated to learn more about digital marketing worldwide. When it comes to new technologies there is always that initial "wow" factor. What's really exciting, however, is when campaigns go beyond the "wow" and create relevance around a new technology for target audiences.

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Branding with banner ads.... are you crazy?

Branding with banner ads.... are you crazy?

The humble flash banner ad is a forgotten relic of today's online brand advertising ecosystem. Talk to any media agency or brand/marketing team and all the focus is the video, social or data driven strategies. The banner ad has become the poor cousin, confined to performance based buying and only valued if it can land a click (accidental or otherwise).

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Article Watch April - 'Must Reads' Powered by MediaScope

Article Watch April - 'Must Reads' Powered by MediaScope

Each month Denise Shrivell from MediaScope, curates a series of must read articles and insights to inform the digital media community.

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7 Ways to Bring Transmedia Storytelling Into Your Campaign

7 Ways to Bring Transmedia Storytelling Into Your Campaign

It is widely accepted that the role of advertising is to generate salience for a brand, product or service and elicit a behavioural response of purchase intent, actual purchase or affinity/loyalty.

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It’s time for our Metrics Magna Carta; connecting your mobile objectives to your metrics

It’s time for our Metrics Magna Carta; connecting your mobile objectives to your metrics

Legend has it that in the 12th century King Henry I declared that a yard was the distance from his nose to his outstretched thumb. The issues this would have caused are both amusing and innumerable. It wasn't until Richard the Lionheart instituted the Magna Carta that measurements were standardised, stating "There shall be but one Measure throughout the Realm!" – Most of us in the digital advertising industry are looking forward to yelling that out of our office windows. I would just add an additional caveat – "and let it be the best!"

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Data is the new black: 3 ways to make your life better with the socialized data revolution

Data is the new black: 3 ways to make your life better with the socialized data revolution

Many of us in the digital industry have been trading in the currency of page views, unique users and related metrics for some time now. Most industry professionals have probably been involved in measuring the impact of digital advertising – from search-lift and view-thru studies to recording lifts in brand metrics and sales – all very important for benchmarking performance against objectives and improving in the future.

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Creativity Down Under

Creativity Down Under

In 2007, in the midst of a snow blizzard threatening to keep me grounded forever, I left London to move to Sydney. My industry mates wished me well and congratulated me on making such a great 'lifestyle choice'. The fact no one talked about the standard of advertising or digital work coming from Australia was slightly worrying. Had I committed career suicide by leaving the self-proclaimed advertising capital of the universe, London?

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Making a Good Impression; what the lift on the Viewable Impression Advisory means for Australia

Making a Good Impression; what the lift on the Viewable Impression Advisory means for Australia
If you work in digital advertising, the big news around the traps last week was that the U.S. Media Rating Council (MRC) lifted its Viewable Impression advisory, giving publishers and agencies the go-ahead to begin transacting based on the previously adopted metric: an online advertisement impression should be 50% of pixels......
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How Does This Make Our Customer's Live's Easier?

How Does This Make Our Customer's Live's Easier?

Customer experience (CX) is a term that is currently bathing in the spotlight. CX is the sum of the experiences a customer has with a supplier during all stages of the purchase funnel, before, during and post sale. Analysts and commentators who write about customer relationship management have increasingly recognized the importance of managing the customer's experience.

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