IAB Native Advertising Taskforce to simplify Native in Australia

​ IAB Australia's newly formed Native Advertising Taskforce has set about breaking down Native Advertising to make it easier to understand what it actually is and the benefits of the different types of Native. IAB CEO Vijay Solanki talks with Guardia...

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Sky News: IAB's Vijay Solanki & GroupM's John Miskelly on Brand Safety

IAB CEO Vijay Solanki and GroupM's Chief Digital Officer John Miskelly discuss brand safety in the digital age: What is it? What does it mean to different companies? How important is quality? What is the role of Programmatic? ​

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Four ways to improve brand safety in a programmatic environment

Four ways to improve brand safety in a programmatic environment
Programmatic is an environment that is dynamic and is constantly evolving. And it's heralding in an era where advertisers put more emphasis on reaching a demographic or a targeted audience, regardless of the site in which the audience is visiting. Bu...
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How Marketers Are Using Video to Influence Travel Decisions

How Marketers Are Using Video to Influence Travel Decisions
Video can bring to life the unique features of an experience or destination like few other mediums. By surrounding the viewer with the sights, sounds and motion of a place—and showcasing the experiences. From the landscape to activities to cuisine to locals—video can tap into the emotions of a viewer...Visit Denmark Intro
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Will Ad Blocking Drive the Native Ad Shift?

Will Ad Blocking Drive the Native Ad Shift?
The much debated solution to the publishers “problem” with the escalating adoption of ad blocking software may have inadvertently been given in response to a question on the importance of native advertising to mobile monetization. Earlier this week Taboola’s CEO Adam Singolda told Business Insider he believes we’re heading toward...
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How serious is your business with Social Customer Service?

How serious is your business with Social Customer Service?

These days the majority of businesses have some type of social media presence. But how effectively are they using social media as a customer service tool?  

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Article Watch January - 'Must Reads'

Article Watch January - 'Must Reads'
MediaScope Updates: - Major Media Agencies by Holding Company – showing WPP's 61% takeover of STW - 20 Iconic Australian TV Ads - To celebrate Australia Day we look back at a selection of iconic TV advertisements. Read More - MediaScope’s 2016 Predictions - “I feel more positive about 2016...
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5 Reasons Why Times Square NYE is the Out-of-Home Industry’s Superbowl

5 Reasons Why Times Square NYE is the Out-of-Home Industry’s Superbowl

Since the very first iron and wood ball lowered at One Times Square on NYE over 100 years ago, the event has been the universally recognized symbol of welcoming the new year. All eyes (literally) are on the 230+ digital screens peppering the Times Square area, and the event is the yearly showpiece for many global advertisers. For the Out-of-Home industry this is our Superbowl. Here are 5 reasons why.

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The Inevitability of Ad-Blocking (And Things We Can All Do About It)

The Inevitability of Ad-Blocking (And Things We Can All Do About It)

When the most recent iPhone came out most people obsessed over its new 3D Touch system, the incredible camera and the updates to Siri. But those who work in advertising were more concerned with a small change to iOS which allowed app developers to block “content” within Safari.

Much has been written about ad blocking since the release of iOS9 and yet it still seems like it’s a very confused subject, with no clear understanding of what it means or what we should be doing about it: so here are three common misconceptions and three steps that various parts of the industry could take to challenge the underlying issues.

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How to make mobile ads work for the consumer

In advertising, the 6 second Vine video is the new 30 second commercial – well at least for the youth segment. The content format is fast, short and compelling. For sure, how generation Z views and interacts with content today is a signpost towards the future of the mobile experience,...
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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 Battle to Own Content Marketing

The Battle to Own Content Marketing
It was American marketing guru Seth Godin who back in 2008 said: “Content marketing is the only marketing left”. In the seven years since we’ve seen agencies scramble to get a share of marketers’ growing spend on content. With traditional advertising becoming less profitable, absolutely everyone is positioning themselves as...
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A person's a person, no matter how small

A person's a person, no matter how small
I think every year of this millennium has been 'the year of mobile' but for me 2014 was when it became painfully apparent the Australian digital media was well out of step with our audience. For the brands I'm closest to, which thrive on being immediate and relevant to a...
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When Less is More in Content Marketing

When Less is More in Content Marketing
For people who are supposedly experts in creating content there are a lot of boring stories written by content marketers. If I see another story in my Twitter feed with a title such as "5 SEO Tips for Marketers" or "9 Email Marketing Best Practices" I might just fall asleep...
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The growth of Buzzfeed and what this means for the company

The growth of Buzzfeed and what this means for the company

In August, BuzzFeed announced it has secured $50 million of investment from a Silicon Valley venture capital firm, valuing the company at $850 million. The company has plans to invest in areas including an in-house incubator for technology, increasing resources to its L.A.-based video division BuzzFeed Motion Pictures, and establishing a presence in new markets including Japan, Germany, India and Mexico.

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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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Sharing the content love

Sharing the content love

Sometimes I'm surprised to find myself on the home page of a website. Most of my media consumption starts on Facebook, Twitter or even a good old-fashioned email (yes, by 'media consumption' I mean looking at lists on Buzzfeed). I know I'm not alone, too. Looking at sites like KIIS 1065 and The Edge, which have dramatically increased their mobile audiences this year, we have days where up to 70% of our audience is arriving via social media.

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Mistakes Digital Publishers Make (and How Not to Repeat Them)

Mistakes Digital Publishers Make (and How Not to Repeat Them)

Much has been written about the demise of print and with good reason. Newspapers — remember those pieces of paper with words printed on them? — are in the grips of a catastrophic decline. But while everyone accepts that digital is the medium of choice, that's not to say that every digital publisher gets it right first time.

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How Guest Blogging Can Still Bring Value To Your Content Strategy

How Guest Blogging Can Still Bring Value To Your Content Strategy
There has been a bit of controversy around guest blogging as of late. Earlier this year, Matt Cutts said to stop using guest blogging for SEO and backlinks . The essence of it is that marketers should not look to guest posting as a strategy to build links, as it...moz
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IAB CONVERSATIONS: Premium Content, Part 2

IAB CONVERSATIONS: Premium Content, Part 2

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, kicked off  the topic of Premium Display - and ZenithOptimedia's Jonathan Betts is adding his voice to the conversation.

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Article Watch May - 'Must Reads' Powered by MediaScope

Article Watch May - 'Must Reads' Powered by MediaScope

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

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Death to the Listicle

Death to the Listicle

It's a truth almost universally accepted that digital content should be short, snappy and to the point. The audience is distracted, attention spans are fleeting and no-one wants to read more than a few hundred words on a mobile phone.

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