Fit for Purpose Video Creative

IAB Australia Video Council members discuss the storytelling opportunities in video and ensuring that the message is relevant to both the audience and the platform.  Included in the panel are: Lottie Laws – Head of Video, Twitter Cally Scivetti ...


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The Advantage of Video

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This year's IAB Australia Video Video Ad-Vantage Event hosted by IAB Australia's Video Council Members was a box office hit. We certainly had it all; the anticipation, the excitement, the emotions and a very happy ending. Almost feels like IAB Austra...
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The State of Australia’s Growing Digital Audio & Podcast Advertising Industry

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On Monday, March 4th, representatives from across the digital audio industry converged on PwC as IAB Australia revealed the Audio Advertising: State of the Nation report . The comprehensive report provides an overview of the digital audio industry in...
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Get up to speed on the new HTML5 Creative Guidelines

Get up to speed on the new HTML5 Creative Guidelines
We're delighted to have now updated the HTML5 Creative Guidelines for the Australian digital advertising market. The initial version of these guidelines was first released in October 2016, so this update is certainly due and many thanks to all the co...
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IAB Australia Celebrates Creativity in Video with Latest Whitepaper

IAB Australia Celebrates Creativity in Video with Latest Whitepaper
Creativity and automation aren't usually words that are used in the same sentence. But as technology advances, the possibility of marrying the two increases. And it's a possibility that promises to supercharge video ad campaigns. Real-time data on th...
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Interview with Brent Smart, IAG CMO

IAB CEO Vijay Solanki sat down to talk with IAG CMO Brent Smart his career and how automation and data intersect with creativity. Part 1: Brent talks about his career and the journey from being a brand-focused creative to his present role as a client...


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Ad Blocking: Where to Next? The Publisher Perspective

Ad Blocking: Where to Next? The Publisher Perspective
To date Australian publishers have largely made assumptions as to why ad blockers are being used in our market, relying on international studies to help inform our view. With the release of the IAB Ad Blocking in Australia study the majority of those hypotheses have held true. So if we...
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IAB Conversations: InSkin Media on Creativity, Engagement and Programmatic

IAB Conversations: InSkin Media on Creativity, Engagement and Programmatic
IAB sat down recently with InSkin Media's Australian General Manager Matthew Newcomb and CEO Hugo Drayton in their Sydney office to get their opinion on the value of creativity in advertising, InSkin's research on visual engagement and the effect programmatic is having on digital advertising as things become increasing automated....

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Try Before You Market: How can marketing agencies go the extra mile in serving clients?

Try Before You Market: How can marketing agencies go the extra mile in serving clients?

Try before you buy market.

As a marketing agency are you best placed to market a business, product or service if you have not experienced or purchased it yourself? Or maybe the question is - would you be better placed to market that business, product or service if you had experienced or purchased it directly?

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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...
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Should a browser be the arbiter of a user’s web experience?

Should a browser be the arbiter of a user’s web experience?
The relationship between web browser and web page has always been tumultuous. Language and protocol standards smooth over some of the roughest areas, but the brains of web developers are still crammed full with obscure rules, exceptions to those rules, and lost causes to avoid entirely. Yet even among the...
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Of penguins and killer whales

Of penguins and killer whales
There's a story I heard once from a mate who had watched a David Attenborough documentary about killer whales. I have no idea if it's true but it illustrates my point so I'm going to share it anyway. Killer whales like to eat penguins. Penguins aren't stupid and don't like...
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Article Watch September – ‘Must Reads’ Powered by MediaScope

Article Watch September – ‘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.   - Legacy Media - The Lost Decade in 6 Charts (MondayNote) - A look at various measures, including stock performance and revenue, in the 10 years since Google's...
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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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Building Digital Capability – Part 2, Business Partners – level of agency engagement

Building Digital Capability – Part 2, Business Partners – level of agency engagement

In Part 1: Understanding Business Engagement, I highlighted the importance of engagement, particularly with the senior executive team (the C Suite). The following some of the pros and cons of building digital expertise in house which will define your level of agency/vendor engagement.

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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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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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Online Ad Targeting: A Biometric Perspective

Online Ad Targeting: A Biometric Perspective

I've mentioned in a previous post that I'm interested in a variety of research techniques, not least of which is biometric research. For this two-part post, I'd like to share some results from past studies I have conducted.

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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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Mr Zuckerberg is the Human Face of Virtual Technology

Mr Zuckerberg is the Human Face of Virtual Technology

Facebook's recent purchase of Oculus VR will change the world*. This astute acquisition gives Facebook front row seats to the future of the Information Age we've been stumbling through since the Gutenberg Bible rolled hot off the press back in the 1450's. Their decision to acquire the acknowledged leader in virtual reality technology is analogous to Guttenberg inventing the printing press in terms of the potential impact it will have upon our species intellectual evolution.

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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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