Marketing

Accenture and the Rise of Consultancies in a Creative World

The world of creative agencies is changing. It’s no longer just the artistic freedom of imagining the most creative ideas and transforming them into relevant and strong brand messages. Today we’re seeing the introduction of more formal and logical consultancies into the world of creative, and what better example than that of Accenture Interactive, a subsidiary of Accenture?

Can Blockchain be the Ultimate Answer to Preventing Ad Fraud?

The problem of lack of transparency has been plaguing the digital advertising industry since the advent of digital marketing. This has given rise to offenders who exploit this lack of transparency to defraud the advertising industry. It has been estimated that as of 2016, fraudulent practices such as impression fraud, click fraud, attribution fraud and malvertising (malicious advertising) has cost advertisers and publishers close to USD 8 billion and, if left unchecked, could rise to USD 20 billion by 2020. Apart from the obvious loss of ROI, these fraudulent practices could create a rift between advertisers and media agencies, impacting advertiser-agency relationships, as well as budget allocations toward digital media.

A Tale of Two Marketers: Intel and Pepsi

According to a survey by the Association of National Advertisers (ANA), nearly one-third of all major brands have established an in-house marketing agency. Brands like American Express, Gap, Wells Fargo, Target, Intel and Pepsi, just to name a few, all have in-house ad agencies. Key factors such as a need for a quicker response to market situations and a need for increased and direct involvement in customer relations are causing brands to move their advertising in-house. While some brands have improved their marketing efficiency through an in-house ad agency, most have struggled with producing effective brand campaigns.

Header Bidding - The Publisher’s Delight

Header bidding allows publishers to select the partners they want to work with. Traditionally, the advertising industry follows the “waterfalling technique,” which lets publishers move their inventory from one market to the next to optimize revenue. However, header bidding is being hailed as an equalizer for programmatic access.

How Artificial Intelligence is Transforming Market Research

“The measure of intelligence is the ability to change.” - Albert Einstein

Artificial intelligence (AI). Machine learning. Big data. Deep learning. These are some of the key buzzwords the industry is talking about. Most of us visualize AI as a world where robots are trying to replace the workers. In 2015, Elon Musk and Stephen Hawking warned the world of an apocalypse as a result of artificial creations. Yet the research industry is marching toward a future led by intelligent models and machine learning algorithms. So, the question is, “Are we moving toward an apocalypse or a huge industry transformation?”

Will 2017 Be a Year of Mixed Growth for Marketing and Advertising?

The global advertising industry grew at about four percent in 2016, with the Rio Olympics and the U.S. presidential elections providing a shot in the arm. However, slowdowns in China and Brazil restricted the overall growth rate, while Brexit had no tangible effect on macro indicators.

The Rise of Programmatic Creative: Is Programmatic About to Take Over Traditional Marketing?

Programmatic refers to the automated buying/ creation/ distribution of various marketing components within digital marketing. Programmatic was initially adopted for the bidding and buying of ad spaces from publishers based on user data and machine learning algorithms through ad exchanges (a third-party marketplace for automated buying and selling of ad inventory based on specific pre-defined criteria), demand side platforms (a tool used to engage with multiple ad exchanges simultaneously to create targeting criteria, optimize ad campaigns in real time) and trading desks (a platform within the agency which works along with demand side platforms to improve performance and to bid for ad inventories at the lowest possible price).

Marketing Automation in the Health Care Industry

As defined by Marketing Automation Times, marketing automation is a subset of customer relationship management software that focuses on the definition, scheduling, segmentation and tracking of marketing campaigns. Marketing automation is not merely being able to send programmed emails or scheduling social media posts. Rather, it is about enabling a healthcare giver or pharmaceutical company to design an entire network of relationships with its customers in an automated way.

Paving the Way Toward Greater Transparency in Media Buying

It hasn’t been long since an investigation by the Association of National Advertisers (ANA) uncovered hidden practices within the advertising agency world. On the surface, some of these practices may seem commonplace and harmless, but a little observation reveals they conflict with the basic tenets of business – trust and transparency.

Media Audit: A Sustainable Practice

Companies are increasingly investing on media auditing these days. A media audit is the process of analyzing if an advertiser’s media spend is in the right medium and at the right cost. The audit is for pre-estimating the ad spend accuracy and media house expertise. This is a good sustainable business practice, as media is typically the single largest line-item in the marketing budget (for instance, the making of the advertisement itself is typically about a sixth of the size of the media spend).

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