By Stefano Hatfield The era of the third-party cookie is coming to an end. On line, Safari and Firefox have already started blocking them, and Chrome will finish phasing out support next year. Meanwhile, on mobile, Apple announced last year that iOS 14 would require app users to opt in to be identified to advertisers. The implications of this are huge. Advertisers will lose the ability to deliver relevant messages to the right person, hitting revenue. They’ll be less able to optimise campaigns in-flight, increasing costs. They’ll be powerless to cap the frequency of individual ads, increasing waste and degrading the customer experience. And Read full story › Source: The Drum...
Read MoreBy Sam Bradley Each week, we ask readers of The Drum, from brands, agencies and everything in between, for their advice on real problems facing today’s marketing practitioners. This year’s Chinese New Year has been rather different from celebrations past. But that hasn’t stopped brands and marketers from using the occasion to reach out to consumers. While we’ve seen some interesting work created for Coca-Cola and Beats by Dr Dre, activating around CNY this year has come with challenges. So, we asked a selection of experts from across APAC whether or not brands should engage – and if so, how? How do you Read full story › Source: The Drum...
Read MoreBy James Faulkner Pay-per-clicks (PPC), the internet marketing model where advertisers pay a fee every time their ads is clicked, is growing among marketers as a strategy of choice. Vertical Leap spoke with their head of PPC, James Faulkner, to share some insight into the evolution of the business, looking at the scalbility and flexibility of PPC and anticipating just where the industry is headed. Vertical Leap: What is the state of the PPC industry at the moment? James Faulkner: PPC is growing and evolving at a pretty rapid pace despite the huge challenges we have faced recently. These challenges are mainly market specific, Read full story › Source: The Drum...
Read MoreBy Alexandra Bousquet-Chavanne Alexandra Bousquet-Chavanne, creative strategy manager at Essence, wonders how digital experiences will look once the physical world opens back up to the public post-Covid-19 vaccination. Over the last five years, ‘experience‘ has become a catch-all term to cover everything from websites and applications to in-person cocktail events in a Breaking Bad themed mobile meth lab and branded islands and storefronts in Animal Crossing. Everything that can be experienced is an ‘experience‘. But when the pandemic hit a year ago, classical experiential marketing as we knew it took a hit. Travel and tourism halted, brick and mortars Read full story › Source: The Drum...
Read MoreBy Jack Brown Like a lot of other companies, Space & Time’s usual recruitment procedure has changed, with everything having to happen virtually. We have a lot of new faces in the agency which is great, but we thought we’d ask them how they have found starting a brand new job, in a new company in the middle of a pandemic, which is why I was called upon to speak about my experience starting a role while confined at home. I must admit, I was a little apprehensive when starting my new role here at Space & Time during a global pandemic. In the first Read full story › Source: The Drum...
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