in the news
Press coverage & articles from the illuma team
“Programmatic is held up as the savior of marketing efficiency and is undeniably a useful addition to the marketer’s toolkit. But when poorly executed it can have an adverse effect on efficiency.”
"With Google and Facebook taking an ever-greater portion of ad revenues – expected to reach over 63% in the UK this year – there’s precious little left in the pot for everyone else to share."
“Marketers have always understood that effective ad campaigns they need to deliver across three dimensions: the right message, to the right audience, at the right time. Today, there is a fourth dimension – mindset – that marketers can tap into using artificial intelligence-based technology.”
"For the sake of consumer trust, as well as the future health of the industry, it’s imperative that new approaches and greater diversity in tactics are explored."
We're stuck using outmoded concepts such as segmentation and demographic groups, when what marketers should be seeking is a prospect's mood or mindset.
illuma MD Jacqui Wallis asks - is now the time we start to really understand the difference between truly smart technology and hype?
In its simplest form, personal targeting is a system of categorising people – demographically, or as ‘intenders’ for various products. It’s a system of absolutes, inherited from the pre-internet era, where our online lives are anything but.
Is it any accident “user,” “target” and “eyeballs” have all become part of the ad industry lingua franca? Whatever happened to people, in all their complexity, with all their needs and wants and dislikes?
Ultimately, we now live in an opt-in world, but the dust has yet to fully settle. When it does, the public’s love or hate of targeting may yet play a bigger role in ad tech’s future.
19.4.18 How Brands Find The Human In AI
illuma Managing Director Jacqui Wallis explains why the biggest mistake made regarding AI is thinking it’s automatic, autonomous, and doesn’t require humans to succeed. And when it comes to programmatic, that we’re engaged in a battle between AI and human.
One thing that’s clear in all of this is that politicians and lawmakers finally see how powerful the tech giants really are. And that in the wrong hands, data is not the new oil, it’s the new nitroglycerine.
"Mental availability extends beyond brand awareness – it depends on the quality and quantity of a consumers mental picture of your brand. It boils down to: are customers thinking about your brand and can they access it either physically or online.”
23.04.19 Be Responsible With Your Data
“In the aftermath of Facebook’s acknowledgement last month that concerns about Cambridge Analytica’s use of data emerged internally long before the news hit the public, we take a look at how the digital advertising industry can take responsibility for the data we handle to prevent such misuse happening again.”
6.11.18 Move Slow and Mend Things
Advertising is facing deep challenges right now, and the time for faking it is over. How did we get to where we are, and how can we do things differently? It's time to find a new mantra if advertising wants to at least slow its slide into public distrust, writes Jacqui Wallis.
3.10.18 Programmatic, Meet Mood
Programmatic may give us the warm glow of diminished risk, even security… But how does it stack up as actually executed, versus how we think and act as humans?
From GDPR, to in housing, even to RTB 3.0 - three major areas where programmatic is now making real progress as ad misplacement becomes less of a concern in 2018.
Wider understanding of AI will usher in more creative, diverse approaches – beyond what has effectively already become the ‘standard’, and as a result may already be starting to see limited effectiveness.
Contextual advertising has been around since the ‘00s. Though the advertising industry has in recent years largely focused on personal rather than page data, the tide is now turning, and contextual is more important than ever, writes illuma CTO Peter Mason.
Consumers are now more aware of the amount of their data that is being shared and collected by third parties, and how sophisticated data-driven profiling has become. By and large, they aren’t fond of it.
Developing reach intelligently requires a system that understands both the advertiser’s message and the context in which people encounter the ad. Certain messages may do better in certain contexts than others.