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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We need a “Netflix”, now

We need a “Netflix”, now

Aussies are avid consumers of online video, even if we don't have many large local content providers. Here, aside from the 5 hours 21 minutes we each spend on YouTube, the biggest contributor to our video streaming habits is the ABC. We watch 2 hours 33 minutes of streamed content from the national broadcaster, a channel devoid of advertising, of course.

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Throwback Thursday: Do you remember the Betamax?

Throwback Thursday: Do you remember the Betamax?

Digital aficianado and Domain Group Product Director, Damon Pezaro, will be taking on our digital past with a regular Throwback Thursday column - kicking things off today with a flashback to the Betamax... 

 

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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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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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How To Integrate Content Marketing Into Your Email Strategy For Killer Engagement

How To Integrate Content Marketing Into Your Email Strategy For Killer Engagement

According to a recent study, 95% of B2B enterprise marketers use content marketing.

The fact that companies are using content marketing is great. But just because most companies are doing some kind of content marketing doesn't mean they're doing it and having success.

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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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Russell Easther - Australia's First Professional to Pass the Digital Media Sales Certification

Russell Easther - Australia's First Professional to Pass the Digital Media Sales Certification

We had a chat with digitalbrief's Russell Easther - the first Australian professional to pass the Digital Media Sales Certification (DMSC). Congratulations from all of us at IAB Australia. To learn more about IAB Certifications, click here.

 

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IAB Video Council Discusses Opportunities & Challenges in Video Advertising

IAB Video Council Discusses Opportunities & Challenges in Video Advertising

We recently launched our Video Advertising Council, drawing members from organisations representing a range of offerings and products in the digital advertising industry. In keeping with the IAB's "Big Tent" principle the members include publishers, networks and agencies to ensure that all key issues and challenges faced by the industry are addressed. 

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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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Is it Time For a Selfie?

Is it Time For a Selfie?

In New York earlier this month the American IAB announced their newly revised Quality Assurance Guidelines Program, know by the catchy title of QAG 2.0.

Despite sounding like an extra from a Star Wars sequel, QAG 2.0 is an important set of guidelines for interactive publishers, networks, exchanges, supply and demand side platforms plus agency trading desks.

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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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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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4 Tips on Changing Your Agency's Culture

4 Tips on Changing Your Agency's Culture

I recently attended the Customer 360 Symposium in the Hunter Valley where I heard from the most amazing speaker. Michael Henderson was the stand out in the crowd of speakers as he was talking cultural change requirements within businesses to ensure their successful transformation in our customer centric world. As I watched the 130+ delegates nod along and sing his praises afterwards, I hit the stark reality. Michael was talking about client-side businesses, yet my brain was translating this into agency/service-side relevance.

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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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11955 Hits
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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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6468 Hits
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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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Have we been using programmatic for the wrong reasons?

Have we been using programmatic for the wrong reasons?

TV and online video have always been divided.

While TV ads have traditionally been booked using limited demographic and viewing data (thus the focus on branding), online video has used richer behavioural and demographic data sets to more accurately target audiences and drive direct response sales.

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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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5413 Hits
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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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4369 Hits
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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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