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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6 Up and Coming Social Networks to Watch This Year

6 Up and Coming Social Networks to Watch This Year
While the big social media networks enjoy the lion's share of consumer attention, a growing cohort of upcoming social networks are steadily picking up members. Many of the social networks with the highest growth rates offer a twist to the mainstream offerings, steadily carving out niches in areas such as...YikTak
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Australian Audience Measurement Roadmap

Australian Audience Measurement Roadmap
IAB Australia was pleased to announce in October 2014 the re-appointment of Nielsen as the industry preferred supplier for digital audience measurement services in Australia. January 2015 sees the start of the new deed and the beginning of a whole lot of work for Nielsen, the IAB and the industry...
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Building Digital Capability - Part 4: You as the Leader

Building Digital Capability - Part 4: You as the Leader
I'm going to close out this 4 part blog series with 3 final points. It was going to be 2 points but after rereading the blog the final point needed to be individually highlighted! Point 1: Make everything a process! You may think I'm a little crazy, somewhat controlling or...
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St George, you only had one job. You Failed.

St George, you only had one job. You Failed.
As organisations strive to become customer centric in their marketing initiatives and digital platforms, Jacki James rightly identifies that many lose sight of the bigger picture, getting caught up in the details of personas, consumer journeys, content and data . In my own recent personal experiences with financial institutions, it...
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Why you need an editor (and I do too)

Why you need an editor (and I do too)
Editors get a bad rap. Just think of the editor-in-chief of American Vogue Anna Wintour who is known as "nuclear Wintour" for her famously frosty demeanour. In The Devil Wears Prada , a film that is said to be inspired by Wintour, the editor of the fictional Runway magazine is...
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Mobile Health Check for 2015: Stefan Savva, Mobile Director at Fairfax Media

Mobile Health Check for 2015: Stefan Savva, Mobile Director at Fairfax Media
Two words that publishers are going to stress more in 2015; mobile disruption. With publishers acknowledging their total mobile audience has skyrocketed over the last few years, their focus heading into 2015 needs to be on executing a rock-solid strategy of mobile engagement and monetisation or risk having their businesses...
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Bob Lord, CEO AOL Platforms: 5 Tech Disruptions Set to Shape Advertising in 2015

Bob Lord, CEO AOL Platforms: 5 Tech Disruptions Set to Shape Advertising in 2015
See the AOL 2015 predictions graphic at the bottom of this article. While the term "disruption" has become a cliché, there's no denying that technology is radically reshaping the ad industry. As investments in programmatically-powered ad campaigns continue to climb, agencies, brands, publishers and even broadcast players are realising significant...
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Facebook’s relaunch of Atlas – It’s kind of a big deal

Facebook’s relaunch of Atlas – It’s kind of a big deal
On the 29th September Facebook breathlessly announced the launch of the new Atlas . In the following few days there were many articles extolling how this platform was going to transform and deliver people-based targeting in online and mobile media. It seems like some of these projections may have been...
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Point of View

Point of View
We have been talking about viewable impressions in the digital ad industry for some time now, in April I provided a local take on the issue. Over the last six months much work has been done locally and in the U.S. with technology vendors, publishers and agencies on this issue....
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Should TV Executives Feel Threatened by Facebook Video?

Should TV Executives Feel Threatened by Facebook Video?
One of the key trends I've seen in 2014 is a big push by the large social players into the video advertising space. It's been a big year for social video launches in what seems to be a land-grab for traditional broadcast TV budgets. In particular, Facebook has made several...
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Human Experiments, MwaHaha!

Human Experiments, MwaHaha!
You may recall from earlier this year that popular online dating site, OKCupid, attracted some media attention for conducting a series of experiments with its user base (such as the "love is blind" experiment which showed certain online dating metrics improved when everyone's photos were removed from the site for...Tony Marlow - Kid with potato

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Article Watch November – ‘Must Reads’ Powered by MediaScope

Article Watch November – ‘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 Vs Digital Native  (MondayNote) - From valuations to management cultures, the gap between legacy media companies & digital natives seems to widen. This excellent article provides commentary...
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The multiscreen and omnichannel consumer purchase journey

The multiscreen and omnichannel consumer purchase journey
Consumers' interactions with brands - whether passive and triggered (exposure to a branding ad), research-orientated (comparing prices) or purchase - are omnichannel and multi-device. The path to a purchase is not linear anymore – devices drive people in store and vice versa. Almost 80% of recent purchases in the UK...
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Recent comment in this post
Maryel Roman
Great article Chloe, I can definitely say the same for my experience. Even just for a Gatsby dress for a dress up party.
Wednesday, 03 December 2014 09:22
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Building Digital Capability – Part 3: Core Digital Team Capability

Building Digital Capability – Part 3: Core Digital Team Capability
The final two blogs in this series , suitable functions in your digital capability and hiring the right people, are, to me, very interesting. I have a keen interest in identifying needed functions for now and the future, and in hiring the right people. The digital industry is in a...
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Dark social is too big to ignore

Dark social is too big to ignore
If you've ever sent a link or copy and pasted text content in a private email or message – then you have a 'dark social' network. Chances are, this is also your real life "intimate" social network of close friends, family and colleagues and you share content with them that's...
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How To Make Internships Win-Win

How To Make Internships Win-Win
After years of rejecting applications for internships, this year we decided that perhaps we'd 'give it a go'. As soon as I'd made that decision, my mind was overwhelmed with rationalising the pros and cons of interns, which looked something like this: As an employer and manager, I have ethics...Capture
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How to: Get over the nerves of presenting

How to: Get over the nerves of presenting
I present in front of people a lot. In fact, I almost can't remember a time in my career where I wasn't expected to get up in front of people – from maybe two to two thousand, to talk about a new product, a strategy, a vision and, increasingly, my...
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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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The Power of Serendipity

The Power of Serendipity
When I was a journalist in the late 1990s I won a scholarship to spend a term at Oxford University to research the impact of the Internet on journalism. It was an odd fit; an 800-year-old institution where students dressed in academic gowns for dinner didn't always seem like the...
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Plotting your course in a vast ocean of content

Plotting your course in a vast ocean of content
Are you relying on the "viral-ity" of your content to generate your audiences? Are you relying on the amount of organic distribution you receive to drive the return in the investment you've made in that content? One in a million pieces of content may get 1,000,000 organic impressions or significant...
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How much you violate privacy depends on how much consumers will let you

How much you violate privacy depends on how much consumers will let you
Privacy is dead. Technology killed it. For marketers, it's everything we could have hoped for. Of course, it's more complicated than that. Big data, or the use of data by brands, generates a lot of discussion around privacy and ethics . What eludes most of the conversation is that the...DewarKLM
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4 things Marketers forget in the rush to customer centricity

4 things Marketers forget in the rush to customer centricity
Constant connectivity and the accessibility of information online has empowered consumers and turned marketing on its head. As organisations are striving to become consumer centric in their marketing initiatives and digital platforms, many lose sight of the bigger picture, instead getting caught up in the details of personas, consumer journeys,...Jacki westpac
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How To Incorporate Stats And Study Findings Into Content To Get More Engagement

How To Incorporate Stats And Study Findings Into Content To Get More Engagement
What do stats and studies do for your content? They add credibility. You could write a great blog post , record a great podcast episode, make a great video, or create another form of content, but if your new post does not contain relevant data, your message could fall on...
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Article Watch October – ‘Must Reads’ Powered by MediaScope

Article Watch October – ‘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. - 20 Years of Digital Advertising from Banner Ads to Sponsored Snapchats (AdAge) – As banners celebrate their landmark 20th Birthday this interesting timeline shows the progression of digital...
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Honesty in Advertising; the native ad debate...

Honesty in Advertising; the native ad debate...
Most of us have learned to patiently live with social platforms like Facebook, Twitter, Pinterest and Instagram monetizing their audiences with native ads "in-feed", however some of us (e.g. me) have begun debating the efficacy and ethicality of publishers greedily jumping on board the native ad bandwagon, launching new advertising...
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Mobile Beacon technology: The next big opportunity for publishers?

Mobile Beacon technology: The next big opportunity for publishers?
There's been a lot of hype recently about the arrival of Beacon technology. Embracing communication at a micro-location level, Beacon technology will be key to enabling publishers and marketers to improve their relevance to consumers. Although the technology behind Beacon – Bluetooth Low Energy (BLE) – has been in development...Steven 3
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‘State of Video Industry Report’ Shows How Advanced Advertisers Are Getting

‘State of Video Industry Report’ Shows How Advanced Advertisers Are Getting
The latest State of the Video Industry report – published jointly by IAB and Adapt.tv – shows not only how fast the online video industry is growing, but also, very importantly, how quickly it is maturing. Advertisers are becoming far more discerning, using data and analytics to drive their buying...
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Megan Cronje: Ad Ops conference a great course by professionals for professionals

Megan Cronje: Ad Ops conference a great course by professionals for professionals
I think it's safe to say that the first IAB Australian Digital Ad Ops conference held in the PwC building in Sydney last week was a huge success. The half-day conference, sponsored by Krux and SAS, attracted around 200 of the leading ad ops professionals in Australia and covered a...
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3 Marketing Lessons From Teenage Mutant Ninja Turtles

3 Marketing Lessons From Teenage Mutant Ninja Turtles
Growing up in the '80s I can admit that I was obsessed with the Teenage Mutant Ninja Turtles (TMNT). Racing home from school to catch up on the latest adventures of the gang and their enemies was part of my daily routine. At school we traded TMNT collector cards, played...
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