Twitter continues to fight for advertisers to invest their media budgets on their platform beyond basic advertising, it is building more tools for businesses to analyse in real-time how content is resonating with their community: a somewhat analytical dashboard. They will be focusing these dashboards on two separate things, one that will be based around […]
YouTube for kids: a potentially costly advertising lesson
Kids’ content producers on YouTube are prolific and popular, a rising segment that is starting to get a lot of traction. The type of content ranges from well-known icons like Peppa Pig (7m subscribers on the English channel) to independent creators such as Blippi (3.2m subscribers), pushing out nursery rhymes and animations. Within the realm […]
Future of PPC: Are keywords soon to be a thing of the past
Google is no stranger to making big changes to its PPC platform, AdWords. Even the name has now dropped the ‘Words’ in a move which reflects the wider functionality of the platform. Google Ads is evolving, and the humble keyword is no longer the sole tool at the PPC marketer’s disposal, but could it become […]
Our view on the retirement of PPC ‘exact match’
A couple of months ago, Google (very quietly) announced a pretty significant change to the role of keywords in paid search. I don’t think it’s overstating it to say that this little update heralds a new dawn for PPC. But before I get into justifying that statement, what’s actually changed? I will explain through this […]
Artificial Intelligence: redefining the media buying skillset?
In a previous edition of ARM Weekly, my colleague Marta Granatir discussed media buying’s growing confidence, and in some cases, dependence on, automation. In this article, we explore the changes these tools will have on our future planning and execution of the media buying process. There is also no shortage of scaremongering around AI, with […]
Reach can measure the success of advertising, but how does this relate to business outcomes?
‘Reach out, reach out for me…’ and as The Four Tops advised, ‘I’ll be there’. This is true of mass market advertising. But the question is, will the consumers you reach respond? How does reach as a media metric relate to business results? Reach is the percentage of the target audience to have at least […]