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40% of online ads found to be ‘overweight’ A new report by US firm Ad Lightning claims more than 40% of online ads are larger than industry standards. And the study claims that because advertisers are creating online ads that are too big, websites are slower than ever. The rise of ‘fat ads’ could also be a big issue for marketers, with the longer loading times resulting in viewability issues. According to Ad Age, the Interactive Advertising Bureau...

Flora is one of the brands that could be sold as part of the reviewUnilever is planning a “comprehensive review” of its business as it looks to prove to shareholders they are getting the best deal following the aborted takeover attempt by Kraft Heinz. Unilever says the review will aim to “accelerate delivery of value for the benefit of shareholders”. It should be completed within three months. “The events of last week have highlighted the need to capture...

The Fairtrade Foundation is shifting its marketing strategy as it looks to engage with consumers emotionally by communicating the “human element” of its work. The Foundation is launching a new creative platform, ‘Don’t feed exploitation’ in preparation for its annual Fairtrade Fortnight, which this year runs from 27 February to 12 March. Created by new agency AMV BBDO, the strategy aims to show not just how well Fairtrade has done in improving the lives of farmers but...

L’Oréal Paris is collaborating with The Prince’s Trust to launch its ‘All Worth It’ programme, an e-mentorship initiative designed to help boost young people’s self worth. The programme hopes to help 10,000 young people by “turning self-doubt into self-worth”. It is in response to figures released today (23 February) by The Prince’s Trust showing that one in three young people say they don’t believe in themselves, rising to 42% of young people who are not in education,...

Distrust among marketers in the wake of the Facebook metrics scandal has only reinforced the credibility of TV, according to Thinkbox. The trade body says TV revenues totalled £5.27bn in 2016, a rise of 0.2% year on year and the seventh straight year of growth. Procter & Gamble was the most viewed TV advertiser in 2016 with 34.8 billion views, 14% more than its TV ads generated in 2015. According to Matt Hill, research and planning director at...

“I’m keen to lead by example and I’m very much a ‘roll up your sleeves’ marketing leader,” says Caroline Taylor OBE, vice-president of global marketing and communications for IBM sales and distribution. “The last thing I ever want to do is sit in an office looking at spreadsheets. It’s very important to be authentic, so I try to make sure I don’t get caught up in the idea of being a role model. It’s all about how...

They say one swallow does not make a summer, but on the topic of viewability and fraud in digital advertising there seems to have been an encouraging flurry of swallows recently, and I hope we are gaining real momentum on this industry-defining issue. I for one am having an increasing volume of engaged discussions with fellow advertisers such as Vodafone, agencies like WPP and Omnicom, media companies like Facebook and Google, and many more. However, recently I...

Ecommerce giant Alibaba has signed a strategic partnership with supermarket operator Bailian Group as it seeks to merge online and offline retail.  The deal will integrate Alibaba’s almost 500 million active users with Bailian Group’s 4,700 supermarkets, convenience stores and pharmacies across China.  The two retail giants will leverage consumer data to integrate offline stores, merchandise, logistics and payment tools in a bid to create a better shopping experience for customers.  As part of the deal, Alibaba and Bailian will...

​Telefonica wants to become a force in the $100bn mobile advertising market, but has ruled out embarking on an adtech feeding frenzy to make it a reality, a decision born out of its deference to oncoming data privacy rules, instead favouring a series of partnerships.  It might sound counterintuitive for a business to rule out growing the number of ways it can profit from its biggest asset – its one-to-one transactional relationship with users – and yet the...