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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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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How to Come Back After a Career Break

How to Come Back After a Career Break

There are a lot of reasons people take a career break. Redundancy, exhaustion, building a family, fulfilling the role of carer, or to pursue a personal passion. A career break is a good and healthy thing to do. But there is always a fear about coming back. I've taken a few career breaks in my time, and I wanted to share that story.

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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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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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Ankita Agarwal - Australia's First Professional to Pass the Digital Ad Operations Certification

Ankita Agarwal - Australia's First Professional to Pass the Digital Ad Operations Certification

We had a chat with IPG Mediabrand's Ankita Agarwal - the first Australian professional to pass the Digital Ad Operations Certification (DAOC). Congratulations from all of us at IAB Australia. To learn more about IAB Certifications, click here. 

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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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Cream of the Crop; distinguishing the go-getters from the need-to-do-betters

Cream of the Crop; distinguishing the go-getters from the need-to-do-betters

If you're reading this, you're probably in the digital advertising industry, which means that you probably attend a lot of events: we're nothing if not a social bunch. In the nearly ten months that I've been with IAB Australia, I've noticed that people tend to ask me the same question at these events: Why is there a lack of skilled digital professionals?

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Big Data: Stop, Collaborate and Listen

Big Data: Stop, Collaborate and Listen

Data analytics is a rapidly exploding field within Australian businesses, with different organisations and industries across the country at different stages of maturity. ADMA estimate that around 30% of Australian businesses are currently at some point on the big data continuum between data discovery and data commercialisation.

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Whither Foursquare?

Whither Foursquare?
If a dog-year is equivalent to 7 human years then for an internet start-up 12 months can equate to a lifetime. With that in mind Foursquare, which was launched way back in 2009, is positively ancient and had recently been seeming appropriately fragile: whilst it was valued at $600 million...
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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...
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When making the social jump: think before you leap.

When making the social jump: think before you leap.
Call me old fashioned, but I am a strong believer in planning before making a jump into a new campaign or channel. With the fast pace of digital marketing, particularly in the social arena, it's all too easy to leap into a new marketing initiative before you've had a chance...
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3816 Hits
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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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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...
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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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The 3 Ps of The New Media Mix

The 3 Ps of The New Media Mix

Over 50 years ago, the original marketing mix of the 4 Ps was coined, and ever since then most marketers have concentrated on how best to use the various elements: product, price, promotion and place. In those 50 years the Ps have multiplied, and many people now talk of 7 or even 8 Ps. Here at Mindshare though, we believe in simplicity, and as the world that marketers face in the 21st Century starts to become clearer after 20 years of change, we believe that in terms of media at least, it's now time to think of just 3 Ps.

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Marketers, it’s time to get up close and personal with Proximity Marketing

Marketers, it’s time to get up close and personal with Proximity Marketing

The Exhibition and Event Association of Australasia estimate that the sector is worth an estimated $371 million per annum. Yet, despite this turnover, you rarely hear people using the words 'innovation' and 'events' in the same sentence; which is exactly why this year's Consumer Electronics Show in Las Vegas got me truly excited (when I never even left the country!)

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How to Land the Job: How the digital world has transformed the process of interviewing.

How to Land the Job: How the digital world has transformed the process of interviewing.

 

It's been a long time since I had to interview candidates for an open role where I had to do all the work. From writing/posting the JD, reading CV's, long listing, shortlisting, interviews and finally appointments. To be honest, I kind of miss the days when, as the CEO, I would be presented with two shiny, happy, qualified candidates and asked to choose between the two. But, as with all things in a "startup"*, I am continually learning. It's from this perspective that I write my first blog (and hopefully many others) for the IAB: This one on the topic of interviewing, and specifically how technology has disrupted the traditional process.

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