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Oh, it’s nice to be back! Having doled out plenty of advice to address your digital dilemmas at the start of the year (you’re welcome), I’m once again moonlighting as an agony aunt for Campaign. I can’t wait to get my teeth into your questions about digital advertising.
‘What qualifies this chatty bear to issue such advice?’ I hear you wonder. Fair question. As IAB UK’s chief digital cheerleader, I’m here to help advertisers rediscover the joy of digital. That means listening to what you – the people who work in this fine industry – find challenging when it comes to online ads and sharing my words of wisdom to ensure your digital marketing delivers. So, without further ado...
Q. Everyone talks about digital advertising like they’re total experts, but between programmatic, personalisation, automation and integration, it’s easy to feel overwhelmed. How am I meant to execute digital advertising campaigns well when there is so much complexity to navigate?
First of all, you’re not wrong. Just like a fiddly recipe with lots of ingredients – looking at you Ottolenghi – digital advertising can feel pretty complex. From the choice of channels to measurement options and programmatic capabilities, it’s no wonder that advertisers sometimes feel like the recipe to online success is tricky to master.
But here’s the thing, you don’t have to be Nigella Lawson to cook up an awesome digital ad strategy because the core principles of good advertising apply just as much online as they do offline. Put the four Ps of marketing at the heart of your planning; remember the brand building wisdom of Byron Sharp; define and lean into your unique selling points; and ensure your KPIs are clear and measurable. By baking in the essentials of marketing and keeping your goals in sight, you really can cook up a storm.
Q. I want to experiment more with my digital advertising and try out ‘emerging’ channels, but I don’t really know where to start. How can I get to grips with the opportunities?
Look no further! Digital Upfronts is back this October and we’re bringing together leading players from across gaming, retail media, podcasting and connected TV to share shiny new opportunities for advertisers; cutting-edge insight to inform your planning; and first-hand examples of how brands are harnessing the creative potential of these channels. All events are free to attend and the speakers are always 10/10, so my advice is to secure your spot sooner rather than later. And if you’re reading this after the event? Catch up on all the insights over on iabuk.com.
Q. It’s hard to know how to utilise AI in an entertaining or meaningful way. Got any good examples you can share?
Ah, AI… we all love to talk about it but how well are brands actually using it? Tesco worked with Jessica Ennis-Hill to create an AI tool delivering personalised messages from the Olympian in support of its Stonger Starts programme. Or how about Qatar Airways’ campaign that utlises AI to allow people to insert their own face into the ad?
And, while we’re at it, I can’t not mention Cadbury’s 200th anniversary campaign which used AI to recreate historical posters with a personal twist. It even bagged a Joy of Digital Award – no surprise that spreading a little joy is right up my street.