iProspect @ Cannes 2022

iProspect @ Cannes 2022

We condensed the Cannes Lions 2022 panels, discussions, and creative work into five major themes, exploring how they are changing the media landscape, and identifying the most important takeaways for brands.

1 mins read

How to Improve Customer Experience through DTC Channels

How to Improve Customer Experience through DTC Channels

In the midst of the COVID-19 pandemic, people had no choice but to reconsider their lifestyles and shopping habits. As they increasingly shopped online, consumers developed new expectations from brands and platforms. Today, we look at retail-as-a-service and two powerful ways for brands selling online to improve their shopping experience: assisted commerce and payment/delivery services.

4 mins read

How to Win with Data in an Omnichannel World

How to Win with Data in an Omnichannel World

As consumers, it has never been easier for us to shop on our own terms, online or in-store, when and where we feel like it. Beyond the growth perspectives that today’s shopping landscape represents for brands, it also poses two main challenges: how to connect consistently with consumers, and how to get a full picture of performance across environments.

5 mins read

Operating in the intersection of 3 Cs can help brands win

Operating in the intersection of 3 Cs can help brands win

Global President, Amanda Morrissey, delivered a keynote address titled ‘Convergence of Media’ at the unveiling of the dentsu-e4m Digital Advertising 2022’ report

5 mins read

Dentsu Ad Spend 2022

Dentsu Ad Spend 2022

The new dentsu Ad Spend Report forecasts 9.2% growth in global advertising investment in 2022, outpacing real GDP growth projections by 4.7 percentage points. Dentsu combines data from more than 50 global markets on a semiannual cadence. The current report anticipates US$745bn in global ad spend.

5 mins read

5 Minutes with Danielle Gonzales

5 Minutes with Danielle Gonzales

Danielle Gonzales joined iProspect as its first ever North America CEO in October - and at a bit of a transformative moment for the business, having recently launched as a global full-service media agency.

8 mins read

News

dentsu bolsters global media offering by bringing together iProspect and Vizeum brands to form future-focused iProspect brand globally

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iProspect boosts its global leadership with new appointments and promotions

iProspect boosts its global leadership with new appointments and promotions

Key hires include Shenda Loughnane as Global Managing Director, iProspect and Dan Friel as the new Global Client President & Head of iProspect Global.

3 mins read

Fast Track to Data Maturity

Fast Track to Data Maturity

In response to the unparalleled changes of the last 18 months - specifically the accelerated digital evolution caused by the pandemic, rapid expansion of consumer demand for personalisation and the dwindling data-stream once nourished by the third-party cookie – BCG & Google have collaborated once more to analyse the impact this has had on advancements in Digital Marketing Maturity.

8 mins read

Get Ready For The Cookieless World

Get Ready For The Cookieless World

For many years, ‘big data’ in marketing has been ripe for the taking. Tech and ad platforms approached tracking people’s personal data as an implicit and default choice. For businesses that grew in the digital space over the past years, it meant unlimited access to valuable data that enabled them to reach people who were most likely to buy their products or services. At any time. Wherever they were online.

4 mins read

Danielle Gonzales Joins iProspect as Its First North America CEO

Danielle Gonzales Joins iProspect as Its First North America CEO

Danielle Gonzales Joins iProspect as Its First North America CEO

3 mins read

The Beginning of A New Era

The Beginning of A New Era

The Beginning of A New Era | A Guide for the New Era of Digital Marketing | The Cookieless World

3 mins read

Which creative type should I be using for my campaign

Which creative type should I be using for my campaign

This is a common question asked by many advertisers – unfortunately there is no definitive right or wrong answer, as there are many factors that should be considered when deciding on the most appropriate format: ·         One size does not fit all, different formats serve different purposes which will align with the specific goals and objectives set out by a campaign, and what the advertiser expects to achieve long term ·         An important question to ask yourself is, ‘do you have the expertise and technical knowledge in house to create the desired format and to traffic this correctly?’ Certain formats are more complex than others, so always ensure that you have the ability to execute these before moving forward with anything else ·         Do you have the budget to be able to buy the desired inventory available for the desired format? For example, video creatives are more expensive to serve compared to a standard static ad format. For instance, when using Display and Video 360, you could run the risk of spending too quickly if inventory is of a high cost, however, setting your bids too low to stop this from happening may result in no spending at all as you are below the minimum bid and simply don’t have the funds to purchase the inventory ·         Finally, when determining the best format for delivering your message, consider which formats can be served on multiples devices, in addition to the creative’s appearance Standard vs rich media creatives Standard creatives offer limited functionality, as they are restricted to static images, text and simple animation or video, and can only provide metrics on impressions and viewer clicks. However, they are quick to build, can run anywhere and are relatively inexpensive, so have good inventory available to them. Rich media ads offer the audience a more engaging experience by directly involving them in the ad message, and often result in better metrics than traditional ads, including user behavior and interactions. Common creative formats There are a rich variety of formats to choose from, so here’s an introduction to some of the most common and popular formats for display, video and mobile: Banners - perhaps the most basic ad format, they are set within set borders and don’t expand or cover other page content. Expanding - starting as a standard ad placement on a web page and then expanding over the page’s content when the user interacts with it. Interstitials - floats on top of a publisher’s web page and as they aren’t assigned to a fixed ad slot, they can almost be any shape or size. The ad usually disappears after approximately 15 seconds if the user does not interact with it. Tandem - these are two synchronised creatives that appear together on one page, ‘talking’ to each other to synchronise their animations to work in tandem. These are also known as roadblocks or site takeovers. Pushdown - when the user interacts with this format, the ad expands and pushes the page content down, creating a new space at the top for the ad. YouTube Masthead - a customisable ad with the option to be expandable, which runs the full width of the YouTube homepage for 24 hours Dynamic creatives - also known as data-driven creatives, these enable advertisers to build one creative that can be tailored to multiple audiences, delivering product messages the moment a user is browsing for them. Native ads – component-based ads that enable a single set of creative assets to be constructed to fit the form and function of different sites and apps. In-Stream VAST ads - video ads that play inside the publisher site’s own video player and usually before the main site content plays. TrueView - this format allows YouTube viewers the ability to choose which video ad they want to watch and when, meaning advertisers reduce and don’t pay for unwanted views. Responsive ads - as to not disrupt the user experience, these ads adjust to match the page they are shown on, ensuring they blend into the content that viewers came to see and are also less likely to be skipped over. 0

4 mins read

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