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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Qantas Instameet: Mobile creative travel case study

Qantas Instameet: Mobile creative travel case study
Instameet [in-sta-meet] noun A gathering of Instagrammers, taking photographs and sharing experiences.   The Challenge: To find a way to bring together Qantas’ heritage and modern positioning in a way that resonated with Australians. The Solution: Working with Qantas, Razorfish Australia created a photographic journey across Australia, powered by social...Qantas
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Creating powerful travel video content

Creating powerful travel video content
Our screens are practically an extension of ourselves nowadays. Because content is accessible from just about everywhere, video continues to increase in its importance to marketers. In 2015, the average consumer watched 62 minutes of online video per day. By 2017, that number is expected to rise to 72 minutes. ...Video Top 5
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SaleCycle Case Study: Firefly

SaleCycle Case Study: Firefly
Firefly, a subsidiary of Malaysian Airlines’ creates a multi-channel remarketing campaign with the addition of SaleCycle's SMS solution. The Challenge Firefly, one of SaleCycle’s most innovative clients, set the challenge of delivering a service that could drive more immediacy in conversions. How could they communicate quickly and efficiently with visitors...Firefly SMS Remarketing
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Council Member of the Month: Robert Rivers

Council Member of the Month: Robert Rivers
Each month the IAB profiles a Council Member working hard to proactively define the future of digital advertising. Name: Robert Rivers IAB Council: Standards & Guidelines Council Involved in the IAB Council since: 2014 Day job + company: National Ad Operations Manager at REA Group I joined the Council because:...
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Attribution is top of mind for ANZ marketers, reveals AdRoll’s State of the Industry report

Attribution is top of mind for ANZ marketers, reveals AdRoll’s State of the Industry report
AdRoll’s recent State of the Industry was conducted by third-party research company Qualtrics and surveyed 265 ANZ marketers to ask their perspective on the changing dynamics of the advertising and marketing landscape. The report notes that attribution is still a key concern of ANZ marketers with 41% of marketers not...
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A social election year, for better or worse

A social election year, for better or worse
There is doubt about how much social media actually influences participation in political campaigns and the likelihood of voting, with it being shown to have much greater influence in civic engagement and mobilization. An analysis of 36 major studies measuring the link of social media and civil and political engagement...
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Are Your Campaigns Run Like Opinion Polls?

Are Your Campaigns Run Like Opinion Polls?
Just because Australian politics seems to be driven by opinion polls, that doesn’t mean you should run your advertising the same way. As Australia puts itself through an election, Eyeota’s Trent Lloyd, says data counts – but how reliable is the data you are using? If political polls were doing...Eyeota Graphic
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Four ways data products are redefining brand interactions

Four ways data products are redefining brand interactions
Brands today collect multiple data points across consumer interactions, ranging from key promotional events and social comments to consumer whereabouts and inquiries. One of the key challenges faced by brands and enterprises is to fuse these multiple data streams in real-time and act on them. Overcoming this challenge would redefine...
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Insight Into the Intersection of Travel, Technology & Marketing: Expedia Case Study

Insight Into the Intersection of Travel, Technology & Marketing: Expedia Case Study

Australians Discover How to “Live Like a Local” with the NAB Traveller Card

A growing number of travelers desire an authentic travel experience. While these adventurers still enjoy iconic landmarks, they also want to discover how people locallylive in the countries they visit.

 

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Video On Demand To Reach Two Thirds Of Online Population In 2016

Video On Demand To Reach Two Thirds Of Online Population In 2016
More than two-thirds of online Australians over 16 years old will be watching video on demand (VOD) by the end of 2016, a new report into media consumption habits of online consumers has projected. The 18th edition of the Australian Connected Consumer Report, reports a 4% increase in VOD in 2015,...online australians are embracing new ways of watching tv
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Understanding the Impact of Video Advertising

Understanding the Impact of Video Advertising
There has been a lot of discussion in market about viewability over the last few years, we must remember this is just one metric on the road to assessing digital advertising effectiveness. Smart marketers are now looking beyond viewabilty, to metrics that will assess the engagement of the consumer sitting...
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The Modern Video Ad Server

The Modern Video Ad Server

The supply-side technology stack for video publishers has long been a complicated space.

It’s populated by a number of players -- including ad servers, supply-side platforms, online video players and sometimes ad networks -- which need to interact cohesively in order to optimise the sale of inventory.

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Adblocking: Latest and Greatest Opinions and Articles

Adblocking: Latest and Greatest Opinions and Articles

As the digital advertising industry continues to deal with adblocking and its implications, there are a vast number of varying opinions out there. Below is a selection of some the better articles on Adblocking that IAB Australia staff have come across recently to keep you up to speed on the issue.

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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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Digital and TV playing really well together

Digital and TV playing really well together
The AdNews Media Summit held at the Royal Randwick Racecourse on May 19 featured a host of great panels and interesting discussions, particularly the panel on titled “The Collision of TV and Digital.” The general sentiment of the media industry, echoed by the panel, is that while linear TV has...
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Ad blocking - an inevitable trend or a lesson in the core principles of marketing?

Ad blocking - an inevitable trend or a lesson in the core principles of marketing?
Ever since the first ad from Coca Cola in 1886 or when the founder of my first employer, Unilever, made the celebrated quote about advertising in 1925, "I know half my advertising isn't working, I just don't know which half," some key marketing principles have remained true. Marketing communication as pioneered...
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Innovations and great content driving digital video investment

Innovations and great content driving digital video investment
“Come tv with us” was the title of Hulu’s presentation at the IAB Digital Content NewFronts in New York City last week. And a suitable tagline it was, with the company announcing a slate of new and revived original programming including “The Path”, “Shut Eye”, “The Mindy Project”, “Difficult People”...
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Ad Ops targets Melbourne

Ad Ops targets Melbourne

The first ever Melbourne based Digital Ad Ops Conference was held at the REA Headquarters on 2 May 2016. The conference is committed to developing and growing professionals working in Ad Operations. The event covered a range of relevant topics including Global Digital Trends, Ad Technology, Mobile, Programmatic, Viewability, Ad Fraud, HTML5 and Career Progression. There was definitely no shortage of expertise with a wide range of speakers from a number of platforms and publishers.

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NewFronts 2016: The Rise of Virtual Reality

NewFronts 2016: The Rise of Virtual Reality
The 2016 U.S. IAB Digital Content NewFronts kicked off in New York City Monday, bringing for the fourth year an international lineup of top digital producers to showcase their programming for advertisers and media buyers over the event’s 10 days. It has become a definite must for publishers, brands and...
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Location Intelligence: The Next Frontier

Location Intelligence: The Next Frontier
Location Intelligence Platforms are the next tech frontier (on the same scale as search or e-commerce) as mobile, wearable and Internet-of-things (IOT) technology have been prototyped, experimented with and deployed in real-world scenarios. These platforms will help to answer the following - What? When? Where? Who? - with respect to...
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Programmatic for the People: Saving lives with ad tech

Programmatic for the People: Saving lives with ad tech

Using programmatic to reach residents in high-risk bushfire areas

The Problem:
In October 2013, approximately 100 fires burnt across eastern New South Wales, including six major bushfires. These fires killed two people, burned 768,000 hectares of land, destroyed 279 homes and the damages eventually totalled well over $100 million. A problem existed with the standard messaging: It lacked impact, urgency and relevancy. Something needed to be done.

 

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Understanding the 3 Location Data conundrums

Understanding the 3 Location Data conundrums

With the increasing adoption of mobile by most brands, utilising location data to understand and reach consumers better is essential in 2016. However, understanding the implications of location data quality and the associated location intelligence is necessary for correct business decisions.

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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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Digital Ratings Monthly in a nutshell

Digital Ratings Monthly in a nutshell

In October 2014, after a rigorous process, IAB Australia appointed Nielsen as the sole and preferred supplier for the digital measurement currency that is used for the planning, buying and reporting of digital audiences in Australia – extending the existing relationship to 2018.

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The Startup - Part 2: 6 Lessons from Corporate to Startup

The Startup - Part 2: 6 Lessons from Corporate to Startup

My first startup experience continues to intrigue me with what could have been. But it also haunts me as six months later, I am still waiting to tie up some financial lose ends.

Below are some interesting lessons I walked away with from my brief time in the startup space.

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The lowdown on the National Broadband Network

The lowdown on the National Broadband Network

The National Broadband Network (NBN) is 'nation building' telecommunications infrastructure which underpins the ongoing productivity and success of our own and all other Australian industries.

It’s time to raise your awareness and serious concerns around the NBN roll-out strategy and understand the negative and profound impact this plan will have on the future of Australian marketing, advertising and media as we transition to a digital based industry operating in a global market.

 

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Once enemies, programmatic and direct are becoming best friends

Once enemies, programmatic and direct are becoming best friends

There are many misconceptions associated with programmatic video buying. Many of these, like the assumption marketplaces drive CPMs down, arise when people fail to distinguish between the very different display and video markets.

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The Past, Present & Future of Television Advertising in Australia

The Past, Present & Future of Television Advertising in Australia

TubeMogul recently released the first-ever white paper analysing the growth potential and benefits of programmatic television advertising in Australia. While prior reports offer programmatic TV deep-dives of the U.S. and U.K. regions, this white paper focuses on the nuances of the Australian market with in-depth coverage of one of the last frontiers untouched by buying automation – TV.

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Ad Blocking: The Threat and the Way Forward

Ad Blocking: The Threat and the Way Forward

Programmatic Summit 2016 was a resounding success. Publishers, agencies, ad tech companies and pretty much everyone involved in programmatic came to hear about the state of the industry and thoughts on its future from leaders in the field.

Crucial to this topic was a well-attended panel titled “Addressing Industry Hot Topics: Ad Fraud, Ad Blocking and Viewability”.

 

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