By Webb Wright More than 20% of all programmatic ad impressions stem from ‘made for advertising’ sites, according to a study published last year by the ANA. Media measurement company Integral Ad Science (IAS) has released a new feature designed to protect advertisers from clickbaity ‘made for advertising’ (MFA) and “ad clutter” sites. The technology leverages machine learning to enable IAS’ ad optimization platform to identify and avoid harmful sites without compromising an ad’s efficacy across a range of other, legitimate channels. “With the proliferation of MFA, global advertisers need safeguards to avoid ad arbitrage and low performing, high ad density sites while optimizing Read full story › Source: The Drum...
Read MoreBy Sam Bradley Quality Experience’s Ari Weiss – one of the best creatives in the business, according to our World Creative Rankings – discusses his decision to follow a successful career at DDB with indie agency launch. You’re one of the best commercial creatives in the ad industry. You’re at one of the best shops in the business, making some of the best work in marketing, full stop. What next? In November, Ari Weiss landed on an answer to that question: start over. The former chief creative officer of DDB Worldwide was ranked among the top five chief creative officers in the industry Read full story › Source: The Drum...
Read MoreBy Sam Anderson This weekend brings the 96th Academy Awards, arguably the biggest night in entertainment. But first, a somewhat less prestigious straw poll: leading marketers’ highlight reels of movie marketing. There’s no Oscar for best trailer, or best poster, best product tie-in (well, there is a kind of unofficial equivalent: the Golden Trailer Awards, for which you’ll have to wait until May 30). But the movies are a proudly commercial art form, with a whole ecosystem of artists working to promote the movies themselves – think the gorgeous posters, trailers and title sequences of Saul Bass, or the world-famous promotional illustrations of Read full story › Source: The Drum...
Read MoreBy Amy Houston Devised by indie agency St Luke’s, the campaign hopes to reiterate that comments can stay with people and affect their mental health. South Western Railway (SWR) has launched an out-of-home campaign highlighting some of the verbal abuse its workers have been subjected to by agitated customers. Titled ‘Abuse Stays With Our Staff,’ the shocking images will run on all owned poster sites across the SWR network in the south and south-west of England from March 4. St Luke’s brief was to encourage non-abusive behavior towards SWR colleagues and, in doing so, alleviate the long-term impact insulting words have on them. It Read full story › Source: The Drum...
Read MoreBy Vanessa Fuss Mother’s Day in the UK is this weekend, bringing with it the predictable deluge of ads. But, asks Vanessa Fuss, do brands realize the harm they can do to people who have lost their mothers? “The most meaningful gift: a healthier mom,” says 23andMe. “Don’t miss out on the right gift to celebrate Mom,” says 1800flowers.com. “Top mom’s list with our ten best gifts,” says Lululemon. “Don’t forget about Mom,” says Lula’s Garden. Over the past several weeks, I’ve received countless reminders to buy the perfect gift for Mom. The only problem is that my mother is dead. I lost my mother Read full story › Source: The Drum...
Read More
Industry News