Monday, 17 October 2016

UK Mobile Ad Spending Soars - IAB H1 Adspend Report



Anyone active in digital marketing will have likely already seen the reports and analysis about the IAB and PwC’s latest adspend report. 


If you have time and wish to read the full report then you can download a copy of the report by clicking here and visiting the IAB website.

Here are a few of the favourite report highlights:

  • Overall 16.4% rise in digital spend is highest first half growth rate for two years.
  • Mobile spend up 56.1%.
  • Video the fastest growing ad format, up 67%. Furthermore 66% of pre-post roll spend was on non-broadcast inventory.
  • Consumer Goods, travel & transport, automotive were the 3 biggest spenders in the display category.
  • Half of standard mobile display is rich media and mobile accounts for 80% of spend in social.

The ad spend report certainly continues to highlight the growth of mobile and the significant impact it has on all mainstream formats and channels.



Our customers are constantly challenged as their users demand better experience across all devices and with the volume of users interacting over mobile it’s imperative the user experience and optimisation of mobile is thoroughly understood by advertisers and that they are able to measure ROI across devices.


Here are some considerations and steps you can take to maximise the success of your landing pages across devices:

  • Build high-converting mobile responsive landing pages (which means creatives adapt to the devices they are viewed on).
  • For fast turnaround, use tools which allow marketing and design teams to make responsive landing pages without the need to code.
  • Customise text, images and video for mobile. While you’re building the landing page (working with speed in mind), you should be able to apply different sizes of your graphics and text for different screen sizes. For text, don’t just resize headlines, take precise control over your typography scale according to the device it’s being viewed on.
  • Make sure your opt-in or forms are fast to load and any validation is loaded quickly with easily viewable help text. Customers can be turned away completely due to this issue.
  • Use landing page creators which provide debugging feedback – helping you make better pages faster.
  • If users sign up to something, then make sure your call-to-actions on the thank you page are responsive and are brought in view or in focus on both large and small screens.
  • Building landing pages from templates (versus code) can save you time and help reduce campaign creative costs. Many templates simply are not adaptive layouts and are not thoroughly tested. We provide our clients with a range of responsive template expertly built for purpose.
  • As always, test your pages across multiple browsers and all devices to make sure the templates you are using generates beautiful results.

We hope the above give you some helpful pointers when you are building your high quality responsive landing pages. Please note these items above are equally important for other key creative formats such as overlays and emails which businesses must also optimise for both desktop and mobile users.


Magnetise Group’s industry-leading technology is helping businesses maximise their campaign objectives and budgets, and it’s vital all our clients are promoting creative and customer journeys which is perfect for both mobile and non-mobile visitors and that’s is easy to adjust these assets easily reducing friction and encouraging users to flow through the process.

Tuesday, 30 August 2016

Magnetise at the LeadsCon NY 2016


This August the Big Apple played host to the core of the lead generation industry (see what we did there?). Magnetise joined other lead generation luminaries, agencies, publishers, platform providers and clients for LeadsCon NY 2016 @ The NY Hilton - a festival of lead generation insight, learning, new developments, updates and of course deal-making.
The conference was dominated by financial services and home improvements; so there were plenty of lenders, insurers, window fitters, solar sellers and heating suppliers to meet and greet. We enjoyed expert talks on every aspect of campaign management, data analysis, page optimisation and lead conversion; and as you'd expect in NYC, conference buffets that were reminiscent of Man v Food.
But it's good that we came back well-fuelled! As we're super-busy with the launch and delivery of lead generation activity for our newly acquired US clients. And we look forward to meeting our clients again, and toasting our mutual success, when LeadsCon reconvenes in Las Vegas next March.

Friday, 1 April 2016

We’re moving to Hammersmith

After eight and half years in Westminster, it’s time to bid our old offices farewell.

We’re moving into the iconic Aircraft Factory in Hammersmith, a highly modernised building, that’s steeped in history.

The factory, which originally built furniture, played a key role in both World Wars, when it was used to build aircraft to support the RAF.

Film buffs may also recognise the factory as it was featured in Alfred Hitchcocks’ film Secret Agent.

The new Magnetise HQ is almost ready and we’ll be one of the first tenants in the building when we move on Monday 4th April. Our new address is:

Magnetise Group
The Aircraft Factory
100 Cambridge Grove
London W6 0LE

We look forward to showing you around and shouting you to a drink at our on-site cafe!


Monday, 1 February 2016

Magnetise Media at The Affiliate Summit West

January blues didn’t hit Magnetise Media this year. The Affiliate Summit West kept us far too busy.  The west-coast conference has more attendees and even more buzz than its New York counterpart.



Despite being hosted in the flashing lights of Las Vegas, the ASW was not all fun and games. We hit the ground running on day one as we waded into the Meet Market with a fistful of business cards and a lengthy prospect list. The Meet Market certainly didn’t disappoint with a wealth of affiliates and networks with inventory across multiple channels.

The conference also allowed us to nurture relationships with our growing base of American publishers. Trips like these are vital for our team, to ensure we can continue to maintain a best in class network, resulting in strong volume and quality for our clients. We hope to see you there next year."

Thursday, 10 December 2015

Dodge the online fraudsters and maximise your profits

New figures suggest online advertising fraud is on the up. In the US alone, online advertising fraud costs the industry an estimated $8.2bn a year (IAB, December 2015). The biggest impact is being felt on cost-per-thousand (CPM) programmatic display and video ad buys, where advertisers are often being over-charged for bots and non-human traffic.



When planning an online campaign, taking steps to dodge the fraudsters and working out where you can secure your highest return is key. There is little point in having a huge impression rate, for example, which in many cases no ‘human’ will actually view. You should implement a strategy which limits this type of deception and also minimises the human cost involved in managing fraud prevention.

Online campaigns can deliver considerably more transparency and traceability than more traditional forms of advertising. Direct actions, including click through, sign ups and conversions are easily traced and should be integral to measuring the success of any campaign.

So what steps can you take to avoid the fraudsters and maximise the success of your campaign?

1.     Know what you’re paying for. If you are paying on a CPM basis, remember that an "impression" is just a measurement of responses from a web server to a page request from the user browser. In many cases, therefore no person will actually view the ‘impression’.

2.     Trade on reliable metrics. Cost-per-lead or sign-up, cost-per-click, cost-per-download, cost-per-install and cost-per-acquisition all deliver real, tangible results. By selecting a pricing model aligned to your end objectives, you will drive results and minimise the risk of wasting money on non-human traffic. Campaigns calculated on these later stage metrics are less prone to data manipulation and offer added transparency.

If you’re setting out on a branding exercise, however, then a CPM campaign might be suitable. When agreeing the budget, just remember that 1,000 impressions doesn’t = 1,000 views.

3.     Utilise online tools that deliver insight and reliability. To stop sophisticated fraudsters, your campaign should offer robust multi-stage validation, clear reporting and alerts. Ideally, each campaign should have a core selection of live KPIs that allow you to measure each placement’s ongoing performance. With instant alerts and live dashboards, you'll have the actionable intelligence that's needed to identify fraud and resolve the issue.


4.     Reduce steps in conversion journeys.  We discussed the importance of shortening conversion ‘journeys’ in a previous post - Keeping it real (time). Clever creatives, including form banners and form overlays, can significantly improve conversion journeys. They enable you to, for example, offer a special promotion, capture a ‘sign-up’ within the creative and then automatically log users into the advertiser’s site to redeem the promotion. Even the most sophisticated fraudsters have trouble penetrating creative conversion journeys as these forms help to filter automated, non-human traffic and reduce the steps in the conversion process. 



5.     Select a bespoke offering. Ensure your provider understands your target well and can design and implement a highly targeted, bespoke campaign.  A tailor-made offering will help to safeguard your campaign by ensuring it is viewed and actioned by your target audience and by delivering real, precise data.

6.     Secure the best price/performance ratio. When choosing providers, ask about the success of other campaigns. Ensure you are selecting a provider with the best technology and a proven track record that can deliver a high return on investment.

Magnetise Group’s industry-leading technology offers a range of flexible pricing options that are aligned with advertiser campaign budget and objectives. Our clients benefit from some of the most advanced verification technology in online advertising and enjoy industry leading creatives that ensure a high level of accuracy.

Monday, 10 August 2015

Magnetise takes a bite from the Big Apple

At the start of August, it was that time again: to go stateside and grow the Magnetise network. The Affiliate Summit East dwarfs the London events, with thousands of delegates from across the globe. The “Meet Market”, a speed-dating-esque assembly, was a no-nonsense place to meet everyone. The place was packed with advertisers, affiliates and branded memorabilia, all in equal measure. It felt like the business card ping-pong championships!  

As well as making new connections, we also met with a number of existing Magnetise partners. All working week, we speak to these partners on the phone and via email, but you can’t beat the conviviality and productivity of a face to face meeting. Particularly if it is over brunch!



Even after several days of New York sized portions we couldn’t say no to a final blowout brunch with a supplier. Pancakes and Bloody Marys @ Sarabeths Park Avenue. It filled us up all the way through the red eye home.

Monday, 18 May 2015

Magnetise at Amazon’s AWS London Summit 2015


Another year has passed, and we’re back again to visit the AWS Summit. We were impressed with Amazon's summit last year, so we were keen to return to ensure we keep up to speed with the latest industry developments.

This year we took a different approach and after a brief walk around the exhibition space, we queued early to get into the main conference.

During the conference Werner gave us a brief history of Amazon, and how their vision has helped change the industry. We gained further insight into the power that the cloud and AWS services offer in terms of infrastructure. We then heard from a number of companies about how they have benefitted from AWS and how they’re using some of Amazon’s new services, including Lambda and Machine Learning.

Next were the breakout sessions, most of the rooms were packed and we couldn't event enter in the Lambda session! Sessions we particularly enjoyed include Infrastructure as code and Machine learning; which provided some really engaging conversations. You can find a reference to the session videos and the slides here.

The Magnetise platform is built using AWS compute and storage resources and we take advantage of Auto Scaling and Elastic Load Balancing for a scalable, reliable and secure infrastructure. This is therefore a key event in our calendar, enabling us to keep abreast of the latest sector developments.

We'd like to thank Amazon for another excellent, thought provoking AWS Summit and we look forward to next year's event.