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Display metrics: What story does CTR really tell?

Display metrics: What story does CTR really tell?

The rationale for using click-through rate (CTR) as a marketing metric is largely surrounded by how simple it is to measure and understand, however that doesn’t mean it’s right to focus on it. I believe that as a sole performance metric, it’s actually quite redundant – and that we need to take action by making use of the options open to us as digital marketers to overcome the disadvantages of using CTR as a core metric.

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Blog Posts

A day in the life of a… Senior Paid Media Analyst

A day in the life of a… Senior Paid Media Analyst

Our 'a day in the life of...' series of blog posts cover the ins and outs of what it's like to work across our lovely digital teams within the agency, looking at everything from the perks, highlights and key tasks of the lovely staff that make up the Greenlight family.

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Facebook launches its mobile focused ad format ‘collection’

Facebook launches its mobile focused ad format ‘collection’

Last week, Facebook announced the launch of a new mobile focused ad format called ‘collection’, which the social network will release together with a new set of performance metrics in order to allow advertisers the ability to effectively measure ad performance. With the introduction of this format, Facebook continues the trend of creating mobile focused ads which are integrated into the news feed, rather than taking users to an external site straight away.

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Creating a brand safe environment for your ads

Creating a brand safe environment for your ads

Google was recently summoned by ministers as the government pulled ads over extremist content. It isn’t unheard of to see ads up against ‘inappropriate content’, which can be anything from adult content to violent or racial propaganda. But how can we control the internet? The simple answer is, we can’t – but what we can do is try mitigate the problem through our processes.

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Are blog comment sections becoming irrelevant?

Are blog comment sections becoming irrelevant?

“Airline employees were so much more agreeable when they were drunk”. That’s just one of the witty comments that made it into I Think I Can See Where You’re Going Wrong. The book is a compilation of the best comments on the Guardian website which gets a breath-taking 40,000 comments a day. But, as much as we all wished our content got the same amount of love as the Guardian, the reality is most don’t. Publish a riveting thought leadership piece or latest industry news and you’d probably be considered lucky to get one or two lonely comments – a deflating prospect.

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Blog Posts

Today’s digital influencer and what they mean for brands

Today’s digital influencer and what they mean for brands

As an old school journalist at heart, I have watched with fascination as traditional media, such as the BBC, The Telegraph and Marie Claire, have been somewhat side-lined and overtaken by a new age of citizen journalists, who not only bring their personal take on news and information to bear on all topics, but also translate brand messages to the widest possible audience. Citizen journalism is nothing new of course; Twitter as a news source is now a given and the YouTube generation is the future face of media consumption. But, what is interesting is the constantly changing face of the social or digital influencer and the vast world of people-led PR. So, why is it working so well for brands?

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Blog Posts

Effecting Blogger Outreach with the Art of Mirroring

Effecting Blogger Outreach with the Art of Mirroring

Blogger outreach has become both a subject of contention and affection amongst the SEO arena. As outreach plays a significant role in SEO, a great deal of time has been spent learning how to do it correctly.

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