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“When you’re asking yourself where to put your cash, ask yourself where you put your eyes,” Morgan told those present, before adding: “That’s the appeal for us as writers; you’re on this platform that everyone’s reading.” Pointing out that the ‘fusion’ between the Mail Brands and Twitter can be ‘incredibly powerful’ when driving traffic, he added: “About 35 to 40% of my column views come in from Twitter … It’s very intoxicating. The numbers are extraordinary. I’ve had columns viewed by 2m people...

The impressive building and far-reaching city views provided a fitting backdrop for a morning of discussion focused on the endless possibilities for digital advertisers. “Our studio and storytelling teams are really coming into their own,” Clarkson told the audience. Emma Jowett, Client Sales Director, mentioned Yahoo’s recent 20% revenue growth – which she said was down in no small part to key partnerships with brands like Paramount, Netflix, Amazon and Emirates. “2016 is the first year that...

And he pointed to the data the company has at its fingertips, and which enables copy and creative to be altered, in real time, according to factors such as the weather and shopping behaviours. Next up was Antonietta Chioccarelli, Lead of Creative Partnerships, who announced: “you guys don’t know what is possible with out of home advertising." “You can use data to target your creative, and use tech to deliver scale, in real-time … the process sounds laborious and complex, so people give up, but...

It was delivered via two informative sessions - one focused on the launch of its ‘social storytelling’ approach, and the second entitled ‘Mobile Moments That Matter’. In the mobile session, Global’s Digital Audio Exchange (DAX) showcased “a load of cool new stuff that you can do with sound” – whilst pointing out that the medium is set to become an even bigger part of people’s lives. And it revealed the launch of its ‘Listener Insight ID’ – whereby ‘post-listen’ tracking can measure the behaviour...

David Wilding, the social media giant’s Director of Planning, spoke of the channel’s influence and impact before talking the audience through its latest video products. Twitter provides an ‘attentive’ audience, he said - claiming, too, that the “18m most influential” people in the UK are using the channel. Scott Eblen, Director of Product Management, then showcased ‘Live Video’ – a recent development which he said had been created here in London. Eblen described it as a means of providing “the...

It’s important to consider the video channel’s scale and influence, he told the crowd at YouTube’s new office near London’s St Pancras International station, before outlining various ways in which it has created “cultural moments and new stars … on a phenomenal scale”. And, while he claimed that it’s the “number one choice” for 16 – 24 year olds, Cory also pointed out that a large chunk of its audience is over 35, too. What’s more, over 50% of views are now on mobile, he revealed - although the...

Life is full of unpredictable moments; this is a reality for both consumers and brands. In an noisy digital arena, what sets marketers apart is the ability to harness the power of the moment to activate relevant content to an engaged audience. With the growth of marketers’ data sets, generated by the increasing number of devices the average consumer has, the advancements in machine learning and data science, and the use of specific digital marketing applications, marketers have unbridled access...

AT&T has acquired Time Warner for $85.4 billion (£70 billion), in a move that will see it create one of the world's largest media companies. If the deal is approved by regulators, AT&T will gain control of television channels HBO, CNN and Cartoon Network, and film studio Warner Bros, producer of the Batman and Harry Potter film franchises. Randall Stephenson, chairman and chief executive of AT&T, said: "This is a perfect match of two companies with complementary strengths who can bring a fresh...

Watched by billions of people in over 200 countries and territories worldwide, marketing platforms don’t come much larger than the Olympics, and it’s safe to say there was mixed press coverage around the Games. With its five iconic rings, the Olympic brand is associated with positive universal values such as excellence, friendship, and respect, and the International Olympic Committee (IOC) believes sponsors “benefit from one of the most recognised symbols in the world, which is associated with a...

Many brands will slash their prices to boost sales on Black Friday. But will this discounting damage their long-term brand health? There is a growing body of proof that discounting destroys hard-earned brand equity. The most interesting experiment on this topic was conducted by Baba Shiv, professor of marketing at Stanford University. He recruited students to answer maths puzzles and paid them a small sum for every correct answer. Before the students were tested they were allowed to buy a...

So many of us look to influencers to discover the latest trends without even realising it, which proves how valuable they can be to brands. It makes perfect sense really - if a brand aligns themselves with a person who has a large following, they can then recommend the brand to that audience. However, the question is now being raised: is that following even interested in the product you're offering? Instead, brands are now beginning to look more to micro-influencers, who have a significantly...

It really is an exciting time to work in this industry with our latest figures showing that £4.777bn was spent on digital advertising in the first half of 2016, which is a growth of just over 16% year on year. When you look behind the numbers there are two main drivers for the spike in spend…the growth of mobile, and the growth of video. In fact, video is now 30% of display, making it second only to banners as the biggest format. For me, what’s exciting is the growing number of opportunities...

Instagram is the perfect place to browse and find your favourite brand products, from clothes and accessories to homeware. However, it's set to become even better, as from next week, users will be able to review, learn more about and click through to buy the items that interest them on the app. The first brands to get involved are Kate Spade, Coach and J Crew, with it being available at first to just a select number of users on iOS devices within the US. It's expected that this will then swiftly...

The IAB has submitted a response to CAP's e-cigarette advertising consultation.

How do shoppers browse, how do they buy and what motivates them to ultimately click the buy button? HookLogic completed the first annual UK Online Shopper Survey, polling consumers about their online shopping behaviour, and combined the results with data on cross site activity from the HookLogic Exchange. Together this in-depth data is explored in the new white paper Browsing & Buying by Category: 2016, which will help marketers and retailers understand both the behaviours and attitudes that...