Capgemini’s CMO playbook for generative AI sees rapidly expanding ecosystem

Organisations who are already investing in generative AI for marketing are dedicating almost two thirds of their budget towards the technology, according to new figures from Capgemini.

62% of marketing budgets are going on generative AI, according to a poll of 1,800 global marketing executives at organisations with annual revenues of more than $1 billion USD. The same percentage of respondents believe that generative AI will ‘augment human creativity, enhancing unique human...

18 December 2023 | Advertising Technology

Brands are wasting $600m+ in ad spend during the holiday season

A dog wearing an elf hat.

Brands are wasting hundreds of millions in digital ad spend during the holiday season, according to a new analysis by CreativeX, a technology company powering creative decision-making for the world’s largest brands.

The analysis, which assessed over 3.9 million ads from 2021-2022, from 400+ brands across 10 different industries including retail, food and beverage, and consumer packaged goods, found that brands spent over $600m worldwide on ads that are not digitally suitable...

27 November 2023 | Advertising

Darabase launches ‘world-first’ property inventory platform for outdoor AR advertising

Darabase has launched its global property inventory platform for augmented reality (AR) advertising campaigns, darabase.io.

The platform enables property owners to register their Property's Digital Rights (PDRs), set rules about what digital content can be displayed in their locations, and receive an additional income stream from AR advertising in the real world. It also sees the introduction of a marketplace for PDRs.

With an estimated 1.4 billion AR-enabled devices...

13 November 2023 | Advertising

Amazon Ads unveils AdTech capabilities to improve advertiser outcomes

Amazon Ads has announced a host of new capabilities across campaign planning, activation and measurement that give advertisers more control over the audiences they reach and faster, more actionable insights into ad performance.

Kelly MacLean, VP of Amazon DSP, said: “Advertisers tell us demonstrating the impact of their marketing is their biggest challenge, and that they are still having difficulty measuring performance across the customer journey. They need more actionable...

8 November 2023 | Advertising

91% of shoppers won’t purchase from brands who serve ‘intrusive’ ads

Adverts and bright signs in Times Square, New York.

Intrusive ads that disrupt consumers’ browsing experiences or shopping journeys risk lower engagement and, crucially, lost conversion and sales opportunities, according to research from Wunderkind, a performance marketing channel that scales one-to-one messages for retailers and brands.

Research of 1,000 digitally-active shoppers in Wunderkind’s latest ‘Kindness in Advertising’ report showed that 70% believe advertisers don’t respect their digital...

30 October 2023 | Advertising

Digital marketing skills show positive growth but sector demands outpace professional development 

Core digital skills marketers rely on have improved but that the growing demands of new and evolving technologies are contributing to a skills gap across the majority of industries. 

This is according to research published by the training body Target Internet, in association with the Chartered Institute of Marketing (CIM).

This year’s report analyses data from more than 10,000 marketing professionals, gathered between 2018 to 2023 and highlights key short and...

24 October 2023 | Advertising

Consumers are 5X more likely to view advertising within non-premium content as low quality 

Music video network Vevo, and UK broadcaster Channel 4 have released the findings of a joint study, 'Retaining Trust and Quality in a Sea of Content'. 

The survey of 1,000 British consumers (ages 16 to 40 years old who regularly watch video content) identified and quantified the factors that boost the value of ads consumed within ‘fit for TV’ content on YouTube. 

Advertisers benefit from being adjacent to premium content in three key ways, according to the...

18 October 2023 | Advertising

Shifts in TV viewing habits are supercharging consumers being open to ads 

A couple holding hands while watching TV.

63% of British adults are open to ads in exchange for free streaming content with 60% subscribing to up to three streaming services, according to a study by global advertising technology firm, The Trade Desk.

As more viewers continue to shift their viewing habits to content on connected TV (CTV), the research results highlight significant consumer trends as brands look for ways to reach viewers at the right place and the right time.

The research also finds that over...

16 October 2023 | Advertising

Teradata teams up with ActionIQ for marketing and customer experience offering

A man serving a woman in a store.

Teradata and ActionIQ have created a new joint-offering for marketing and customer experience (CX) activations for Teradata VantageCloud customers.

This new offering, which includes integration with VantageCloud and ActionIQ, is now complete and ready for customers. The collaboration highlights Teradata’s open and connected ecosystem, which includes a strong partnership with ActionIQ to leverage the companies’ collective expertise in advertising and marketing technology for...

5 October 2023 | Advertising

Contextual-driven campaigns on YouTube drive 28% more attention than industry benchmarks

A newly-released study shows brand suitable and contextually-delivered advertising with Channel Factory delivers on average, 28% more attention than industry wide benchmarks according to leading attention measurement platform Playground xyz.

Channel Factory, which helps advertisers deliver brand suitable advertising in more contextually relevant places across YouTube, engaged with Playground xyz to deliver a comprehensive review of 76 campaigns across eight...

26 September 2023 | Advertising