What’s Buzzing in the Marketing Arena

The world of marketing is undergoing tremendous transformation. In the past quarter, we have witnessed the clarion call of advertisers to increase efficiency of advertising and media buying agencies, and address issues of transparency.

Is Winter Coming for the Duopoly – Google & Facebook?

As we all are aware, around 90 percent of the growth in media spend is concentrated on Facebook and Google. The remaining 10 percent is left among other content publishers to fight over. This has created some challenges in the media industry.  With the duopoly’s dominance in mind, German and French publishers are joining forces to take on Facebook and Google.

Onsite Agency Models – The Third Alternative

A recent report from Advertising Week Europe mentioned that more than 60 percent of marketers prefer deeper relationships with fewer suppliers, and about 40 percent adopt in-house or onsite agencies (agencies that work from the premises of their clients).

Live Broadcasts on Social Media

It’s not breaking news that social media is getting into the live sports arena, but Facebook’s recent broadcast deal with FOX TV for UEFA Champions signifies one thing—advertisers should seriously consider shifting from TV ads to social media live streams.

Influencer Marketing – Another Arrow in the Advertising Quiver

A recent study by Google revealed that around 70% of teenage YouTube subscribers relate to YouTubers more than to traditional celebrities. This is not happening just on YouTube, but has also taken over Instagram, Snapchat and other social media.

2017 Marketing: A Topsy-Turvy First Half

Procurement of marketing services has never been so interesting and challenging at the same time. In every aspect of marketing – be it creative agencies or media buying or digital – we find a gamut of events unfolding all over the globe with far-reaching ramifications.

ADS.TXT: Latest Addition to the Ad Industry’s Arsenal to Fight Against Ad Fraud

To counter the prevalence of counterfeit ads, the Interactive Advertising Bureau (IAB) recently launched “ads.txt,” a tool (text file) that helps ad buyers prevent unauthorized inventory sales by allowing publishers to declare a list of businesses authorized to sell their digital ad inventory. This lets the demand-side platforms (DSP), where buyers find inventory, verify that the inventory for sale in their ad exchanges comes from authorized sellers.

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.

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