Fact-check: We Evaluated Leading Expert's 2017 Marcomm Predictions

As advisors to leading brands worldwide, we pride ourselves on providing sound, independent advisement. Even so, making predictions for the year can be tricky, especially in marketing and media, where trends and technologies seem to flow in and out with the changing wind. So as the calendar turns over from June to July and the book closes on Q2, we decided to fact-check ourselves by going back to see how the main predictions in our 2017 Marcomm Guide have developed so far. Did our predictions ri...
By Marketing Team
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For any questions or queries, please contact USMarketing@ebiquity.com

After Upfronts, What Every Advertiser Should Be Doing Now

With the final Upfront presentation in the books, it is time to put a bow on the 2017 Upfronts season. The network Upfront presentations remain the cornerstone of the TV selling season and there’s always one thing marketers can count on: CPMs* will go up.   Every year, the major network Upfront presentations are a spectacle, with new content, cocktails, hors d'oeuvres, and star-studded entertainment – this year, a Drake and Migos performance was just one of the highlights across the...
By Margaret Lewis
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Margaret Lewis is Managing Director - Media Value North America at Ebiquity, PLC

Digital Ad Revenue Surpasses TV – Is the Future Finally Here?

Over the past decade, we have heard time and again about the rise of digital spend, the decline of TV ad dollars and the inevitable overtaking of TV by Digital. While this prognosis was no secret, it had still yet to occur. The general perception was that with the continued surge of over-the-top content, both subscription and free, with Netflix, YouTube, Facebook Live, HBO Go and all the rest, combined with the proliferation of cross-platform, anywhere-you-are access, that day would finally come...
By Geoff Greenblatt
About the Author:

Geoff Greenblatt is the Head of Digital for Ebiquity - North America.

Advertising for Change: A Delicate Mix of Advertising, Brands and Controversy

The mere-exposure effect suggests that people are increasingly likely to accept something the more they encounter it. This principle remains important for advertisers who want to make their message heard, but can cause difficulties when the idea they are trying to convey is the subject of controversy. One such trend that our media and advertising team has been following closely is the increase of equal opportunity advertising as it relates to the gap in gender compensation.   Recent A...
By Luke Sword
About the Author:

Luke Sword is an Advertising Analyst at Ebiquity, plc

Optimizing AdWords: Search & Shopping Campaign Cross Device Conversion Tracking

Four years ago, Google AdWords started including metrics on cross-device conversions calculated only for conversion paths that start from a Google.com search. But the conundrum of how to capture cross-device conversions from ads on the search and display networks was still perplexing to the leading analytics company.     This year, however, it looks like AdWords will add full cross-device conversion tracking. Starting March 14, 2017, tracking complex, multi-platform conversion...
By Robby Trosan
About the Author:

Robby Trosan is a Business Analyst at Stratigent 

U.S. Advertising: Super Bowl Brands With A Stance

Advertising Super Bowl - Brands take a stance Super Bowl 51 aired this past weekend, February 5th, on TVs across America. Thanks in part to the historic conclusion in overtime, the match was the fourth most viewed broadcast in American history with an estimated 111.3 million spectators. Going into overtime allowed four more commercials to air than anticipated, contributing to an estimated $509.6 million in ad revenue.  The high cost and mass viewership of the Super Bowl creates a ‘g...
By Luke Sword
About the Author:

Luke Sword is an Advertising Analyst at Ebiquity, plc

Olympic & Paralympic Advertising: A Look at Inclusion

The 2016 Rio Summer Olympics and Paralympics are finally upon us and the advertising world has taken notice. While the Super Bowl and FIFA World Cup prove to be an important time for advertisers, there is no other athletic event that draws more global attention than the Olympics. Case in point: NBCUniversal has already sold over $1 billion dollars in ad sales [1] in hopes to reach the approximately 3.6 billion people around the world expected to tune in to the live broadcasts [2]. With such wide...
By Luke Sword
About the Author:

Luke Sword is an Advertising Analyst at Ebiquity, plc

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Data: The New Form of Currency for Advertisers

We are roughly a week removed from the publication of Ebiquity and FirmDecisions’ recommendations for the media industry and it was an honor to personally contribute to that project with the Association of National Advertisers (ANA).  Part One of the Transparency Study brought forth facts related to rebates and other non-transparent business practices in the U.S., and we were tasked with compiling the prescriptions, principles, and processes for advertisers to capitalize on the opportu...
By Bill Bruno
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Bill Bruno is the CEO - North America, Ebiquity.

Brand Lag in Media: Gotta Catch ‘Em All

It creeps up on you when you least expect it. It makes you put your plans on hold. It’s the ultimate “time suck”, sometimes holding a strange power over you that you may not even realize. This may sound like Pokémon, but it’s actually something far greater. It’s about the organizational phenomena known as Brand Lag – and if you’re a marketer or advertiser, we’re certain you’ve experienced it more than once.  So, what is a brand lag? Essentially, you approach a new stra...
By Marketing Team
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For any questions or queries, please contact USMarketing@ebiquity.com

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