By John Glenday The latest quarterly survey of UK ad viewability levels has registered the first uptick in nine months to propel the benchmark index to its highest level in over a year. Compiled by verification firm Meetrics, the figures show that between April and June the proportion of adverts meeting minimum viewability criteria jumped from 47% to 51% – the first upward movement since the third quarter of 2016 and the highest figure recorded since the opening quarter of 2016 – when the comparable number was 54%. Refusing to get carried away by the bounce Anant Joshi, Meetrics’ commercial director Read full story › Source: The Drum...
Read MoreBy Taruka Srivastav FreshMenu , a popular Indian on-demand take away business, has ventured into content marketing by introducing their own magazine ‘Food For Thought’. The magazine which has been curated by DontBeContent and will aim to show off interesting global food trends. Aparna Mahesh, chief marketing officer, FreshMenu.com said, “We don’t believe the traditional marketing models will be adequate for our brand since most of them focus mainly on acquiring new customers. We have built a very strong loyal base since our inception and a large part of our marketing efforts are channeled towards retaining them.” “How do we engage them in more meaningful Read full story › Source: The Drum...
Read MoreBy Tony Connelly Tesco Ireland is putting real families at the heart of its new €3.2m campaign as it looks to better align insights into customer behaviour with is business strategy. ‘Family Makes Us Better’ marks the first ad in what will be a three-year long campaign from the supermarket chain and shows real families from all over Ireland going about their daily lives. Created by Dublin-based ad agency Rothco, the 60-second spot focuses on Irish family life and features a poetic narrative to highlight the value of simple everyday family moments. The theme of the campaign is based on research from Tesco Ireland Read full story › Source: The Drum...
Read MoreBy John Glenday Veteran journalist Katie Couric is to end her high-profile role as global news anchor at Yahoo along with her regular interview segments following a $4.5bn takeover of the internet firm by Verizon. Couric was parachuted in by former Yahoo chief executive Marissa Meyer four years ago to bolster the internet firm’s video news output and will remain on board with Oath, a new Verizon division subsuming element of both AOL and Yahoo, on a project basis. In a statement given to Variety an Oath spokesperson said: “Over the last four years, Katie Read full story › Source: The Drum...
Read MoreBy Danielle Gibson Tom Curtis is the managing partner and head of MediaCom Beyond Advertising UK at MediaCom. During his time there, the company has evolved dramatically and has gone from being a media agency to a content and connections agency, which makes his thoughts on transformation within media agencies a stronghold. With almost a two decades worth of experience at Media Com, Curtis said: “We have been producing content for a long time and we now have a very robust content creation and production optimisation offering in MediaCom advertising. We focus on producing very high-quality content that engages consumers.” Based Read full story › Source: The Drum...
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