MANILA – Mobile advertising dominated digital ad campaigns in the Philippines, while at the same time, on-target mobile ad performance outpaced digital ads served via desktop and total digital in 2017, according to a newly released report by performance management company, Nielsen.
By James Whatley, Planning Partner, Ogilvy UK
You can read the full report (as well as a review of last year’s trends) at bit.ly/OgilvyTrends2018 or join the conversation at the hashtag #OgilvyTrends2018. This year’s trends are:
Augmented Reality Gets Real
The End of Typing (kinda)
The Tragedy of the Commons in Influencer Marketing
The Amazon Awakening
Seriously Serious (GDPR is coming).
Creativity emanates from fertile human minds, and it is human to keep pushing creative boundaries. As digital technology and data-driven connections become more pervasive, we have no way out but to integrate them into the creative process.
With the rise of technology, big data, artificial intelligence, augmented reality, virtual reality, cybernetics in humans, and others, how does human creativity factor in to this new environment? Instead of being “taken over by robots”, humanity and creativity interacts with technology to forge new forms of creativity.
GLOBAL - Digital transparency will be a key challenge for brands in the year ahead concludes WARC, the global marketing intelligence service, in its Toolkit 2018 - a report based on a survey of more than 600 marketing and advertising professionals around the world to obtain their outlook on the coming year. The findings are combined with the latest ideas, research and expert opinion from WARC.
Amid growing debate as to whether brands are overspending on digital media, Zenith research has found that the effectiveness of internet advertising has now caught up with digital adspend.
Until 2015, brands struggled to make effective use of internet advertising, and their spend was not matched by the resulting ‘brand experience’ (an accurate proxy of market share*). However, by 2016 internet advertising accounted for 34% of global ad budgets but produced 35% of brand experience. Internet advertising is now therefore working harder than advertising in other media.