I’ve banged the drum in previous weeks about the importance of consumer education about behavioural advertising, and the IAB’s recent research has highlighted the need for this.
Today the IAB has published a guide on behavioural advertising specifically for industry, our first step in helping educate the market about this practice (although you’ll be glad to know that this will be my last blog – for now – talking about education). The guide explains how behavioural advertising works, how it differs to other types of targeted advertising on the internet, its benefits to web publishers and advertisers, consumer attitudes as well as online privacy and industry good practice.
Read more on Education, education, education (part three…and final)…
A few weeks ago I wrote about the importance of informing and educating consumers about the internet. This followed a revamp of the IAB’s website – www.youronlinechoices.co.uk – aimed at helping internet users understand online behavioural advertising, how it works and how to switch it off if they want to. Today the IAB, in partnership with business law firm Olswang, has published new research confirming that consumers need (and want) more information and education about online privacy and the practice of behavioural advertising.
Read more on Education, education, education (part two)…
Of course it’s not, but the digital creative industry can be as quiet as a corpse sometimes. This year I’ve seen absolutely blinding digital creativity in web design, interactive rich media, even in the copy used for search ads. Actual creative genius resides in digital – but sometimes, digital creatives can be so polite amidst the marketing rabble!
The IAB has Creative Showcase, which highlights the best of the best and there’s Creative Review, which is ace. Plus I’m sure creative agencies highlight their best creative to clients and internally, but if we’re to continue proving this medium I honestly believe digital creatives need to become collective uber show-offs of the highest order. And there doesn’t always need to be an award at the end of it.
Print, outdoor and TV ads sometimes end up in art galleries. Why not digital? Some digital creativity is beautiful! A stunning, interactive work of art. There are barely any digital creative blogs/sites either, yet campaigns are going live daily. Digital’s very nature makes it mass broadcast but on a personal level – so while it’s hitting the mark with its target consumers, it needs that extra push in the marketing industry to get it noticed. Here’s my push of a simple, but beautiful and clearly messaged pre-roll ad for the RAF edited specifically for online and run across WebTVEnterprise’s network. Click on the image to watch it:
Read more on Digital creativity dead?…
It’s official: us Brits love shopping online. According to research by price comparison service, Uswitch, 93% of the UK population now shop on the internet (I think that’s 93% of the 2,500 adults they surveyed!). And, as consumers continue to ‘connect’ so advertisers increasingly look to the internet as a platform to get their messages across and sell their wares. The two are mutually beneficial. Some of us just can’t get enough of all this (it’s empowering and addictive). For others the tide of change is uncomfortable and some need help getting connected in the first place (and there’s no one better than digital entrepreneur and Government Digital Inclusion Champion, Martha Lane Fox, to make this happen).
Read more on Education, education, education (part one)…
Recently I wrote about the
importance of Facebook Connect and how it will change the internet forever. Over
the last month I’ve noticed more and more sites and online services implementing
Facebook Connect and OpenID to their logins and site registrations. If you don’t
know what these are, they basically allow users to login to your site using
their Facebook, Google or Twitter accounts to name a few. By reducing the number
of logins a user needs it solves one of the biggest usability issues the
internet has had since it began: registration fatigue and forgetful
Read more on Have you implemented Facebook Connect yet?…
I recently wrote about the way
video is bringing major changes to internet content.
This is a big deal. Online video
already plays a massive and unique role in the lives of the UK
population. Whether it’s an embedded YouTube clip on a blog, a professional news
clip on the Telegraph or Guardian websites or even a full length programme or
film from Channel 4, Sky or the upcoming Love Film service.
Read more on Marketers fail to seize internet’s branding mother load…
Protecting personal data and privacy is one of the biggest challenges of the digital era. And, as we all spend more of our lives online, so it’s importance will continue to grow. People are prepared to share more information about themselves and their experiences then we might dare to do in the offline world. People are also prepared to forfeit a little bit of personal data in return for improved and often more personal services. This is not a new thing: loyalty cards have been around for a while now.
Read more on Privacy is at the heart of the internet’s future…