Digital Advertising

A brand is a company’s greatest asset. Therefore, it needs to continually be looked after to make sure that it is visible and properly perceived by consumers. Focusing on improving brand visibility and increasing brand awareness among the target group not only strengthens the market position, but also has a positive impact on a company’s performance in the long run. What should be done to ensure proper brand visibility? How can we measure the effectiveness of branding efforts and the progress made in this area?

A globally-recognized brand like BMW is hugely valuable, yet the company still has to sell product to survive. Group Marketing Director Marie Dellbrant reveals how she balances these twin demands and manages creatives on either side.

How will clients assess their marketing services partners amid the decline of 3rd-party cookies, and what strategies can help firms prosper?

The digital advertising industry is facing a precipitous moment on the back of Google’s decision to remove 3rd-party cookies from its Chrome browser in 2023, but marketeers must act now by implementing other strategies rather than waiting for the perfect solution to replace their favourite tracking tool. In this interview, Louise McMahon, Automotive Marketing Communications Section Manager at Honda UK, outlines what changes her business has made and what marketing services partners need to do to stay relevant when it comes to cookieless advertising.

Looking for some solutions that will improve the effectiveness of your online ads? Leveraging advanced targeting in advertising is one of the first things you need to consider — it allows marketers to reach the right customers, namely those who are interested in your company’s offer. This way you can improve their efficiency and reduce the costs of your marketing campaigns at the same time.

Change is constant in digital marketing but 2022 looks set to be a year where landmark shifts, including ID-less advertising and contextual targeting, will be formed. Three of RTB House’s in-house experts predict the huge changes on the horizon.

For years, brands and agencies have been using third-party cookies to track website visitors’ behavior, improve the user experience, and collect trending martech data from across the web to optimize audience targeting strategies. However, this year Google announced that it would be joining Firefox and Safari in removing third-party cookies from its Chrome browser by 2023, ultimately changing the future of advertising. Marketers across the world have spent the last 12 months digesting, understanding, and preparing for this change. In this article, Julie Keating, VP of Digital Marketing and Media at Havas Edge, shares her journey from first hearing Google’s announcement to change the future of advertising, to recent learnings from campaigns that have used cookieless targeting solutions.