“If I’d listened to my customers, I’d have given them a faster horse.” These are the words of Henry Ford, the founder of Ford Motors, and it’s a motto Boots marketing director Helen Normoyle stands by. “As much as I’m a passionate advocate for looking at customer data and insights, you can’t rely on people to tell
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Tesco voices brand safety frustrations It’s been just over two years since The Times revealed brands were having their ads appear next to inappropriate content on YouTube, kickstarting a debate around brand safety that has dominated conference agendas ever since. While conversations felt much quieter in 2018, with YouTube even claiming the conversation had “moved
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The birth of digital advertising brought with it the sophisticated use of data for audience targeting. While the cookie has served as the de facto mechanism for building audiences across desktop advertising, privacy-compliant location data now serves as the primary component of mobile audience marketing, through the use of location-based marketing strategies like geo-targeting and
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Kids. Animals. To that list you may as well add ‘celebrities’ as entities you should work with under caution when planning your next big-budget campaign. Celebs can reap success and insurmountable carnage in equal measure depending on their mood, public perception, behaviour or which way the zeitgeist is flowing but in today’s fame-obsessed world, they’re
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The top sites and networks for mobile app installs are, in order, Facebook, Google, Apple (Search Ads), Snap and Twitter. This changes somewhat by app category and geography but this is the hierarchy in North America according to the latest AppsFlyer Performance Index (registration required). Facebook #1 overall, Snap most improved. Facebook remains the top network for
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As YouTube enters another brand safety crisis, parent company Google acknowledges it needs to work “faster” and there is “a lot to do”. However, it maintains YouTube is a “positive resource” and says high-profile headlines that give cause for public concern “sometimes miss proportionality”. Speaking to Marketing Week at AdWeek Europe on Monday (18 March),
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Redundancy can feel like a kick in the guts to any marketer. It affects your confidence, creates professional and personal uncertainty, generates stress and makes you feel like you have lost control of your life. Of course, some people welcome their role becoming surplus to requirements and the financial settlement that goes with it. They may
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