The case for a systemic approach to digital skills

whitePaper | September 22, 2022

The advertising landscape has always been fast-moving and responsive to changing trends but never has it been more competitive. Despite more channels to advertise on than ever before, consumers’ tolerance for advertising is at an all-time low. In fact, 89% said they either disliked ads or did not engage with them. This decline in ads tolerance has been driven by a combination of factors. From sheer saturation of adverts – it’s estimated that we are exposed to 6,000 to 10,000 ads a day – to platforms that give us a choice to pay for a subscription in return for no ads. Not only are advertisers battling with low engagement, but they are also dealing with ad blockers and increased regulations around data privacy and consumer choice. This makes the advertising landscape even more difficult to navigate and drive success.

whitePaper | April 26, 2022

Apple’s introduction of App Tracking Transparency (“ATT”) has drawn substantial commentary. Some see ATT as disruptive and self-serving, while others view it as a privacy-preserving tool that is ushering in a new era of advertising. However, the commentary often betrays a lack of understanding of what ATT is and what it is not, and draws speculative conclusions about its impact.

whitePaper | May 17, 2021

Ads are a powerful and growing profit tool for marketplace operators. A Goldman Sachs Equity Research report noted in February 2021 that “in the US alone we believe retailers are positioned to generate $15-$20 billion of e-com oriented retail media revenue from CPG manufacturers by 2025; the figure should be substantially larger when we contemplate the potential to tap into media streams from electronic, apparel, sporting goods and other manufacturers for some retailers.” The scale here is massive, and marketplace operators are taking note.

whitePaper | July 27, 2020

As governments gradually remove pandemic induced restrictions and businesses begin to reopen, there’s a sense that we might be on the verge of returning to “normal.” That is unlikely. During the months of lockdown and self-isolation, we have been, in fact, writing a new future.

whitePaper | August 24, 2022

Streamlined, fluid and accessible ways of transacting between inventory and media have only partly been realized across current forms of advertising automation — namely programmatic. Our consideration of automation will go beyond programmatic to include how marketers effectively advertise in an omnichannel ecosystem, doing so in a fashion that ensures the best return on investment for whole campaigns — rather than a single ad exposure.

whitePaper | August 10, 2022

Welcome to the app age — apps now dominate the mobile landscape, capturing 89% of consumers’ smartphone time and 25% of their total media usage. But the in-app environment isn’t just the place to find consumers; it also offers sophisticated data tracking, targeting and geo-location superior to other digital advertising formats. To guide advertisers through the development of the in-app advertising landscape, its unique advantages and how to achieve in-app advertising success, the In-App Advertising Playbook is divided into three sections.