Google Advertising – What’s New in 2022?
Google is ever-evolving, but what updates do you need to be aware of this year? From a cookieless future to frictionless form fill out, we cover it all here.
Out-of-Home or Out of Place?
What’s new in the OOH sphere in 2022? And what trends do you need to look out for to supercharge your advertising?
How social media advertising will change in 2022: Our predictions
Consumers are spending more time than ever on social media in 2022, but what’s new in the advertising space and how can you capitalise on the latest trends?
TikTok For Business – What’s New, 2022?
TikTok has announced a lot of new features for 2022. Find out about the latest updates on the rising social media platform.
Trending on Twitter: What’s the latest?
What did Twitter’s Birdseye report reveal about Twitter users’ behaviours and sentiments in 2021? And how can brands translate this into their strategy?
Don’t Make Ads. Make TikToks.
TikTokkers love native ads because they don’t stand out. Discover how you can work with other content creators to get your brand out there and boost sales.
The Clone Wars – Instagram Reels You In With Ads
How is Instagram copying social media giant TikTok with its Reels advertising feature? Let’s delve into the latest Instagram update.
Sundance Goes Virtual – So Where Do We Advertise?
With events like Sundance being cancelled yet again, you might be wondering where you can advertise your latest flick? Delve into the options in this blog.
The Meta, Ad Updates and ODAX – What You Need to Know!
The Rundown Meta has announced a new update that will change the delivery of ads on its platforms. Touting the sky-net sounding, ODAX (Outcome-Driven Ad Experiences), Meta has promised a more streamlined way of setting deliverables for your Ad campaigns. From 11 to 6, campaign goals such as ‘Conversions’, ‘Store Traffic’, and ‘Video Views’ will […]
LinkedIn ads: The ultimate guide to improving your advertising strategy
In our recent bite-size learning session, our advertising experts walked attendees through one of the most overlooked social media platforms: LinkedIn. When it comes to getting your products and services seen, LinkedIn might not be on your initial radar but it should be. If you’re stuck on where to start, or your strategy needs tweaking, […]
LinkedIn ads: What’s best practice?
Discover best practice when it comes to advertising on LinkedIn with tips from advertising experts. Discover how to boost clicks, impressions and results.
TikTok and Snapchat: Your FAQs answered
In our recent bite-size learning session, our Paid Media experts revealed their top tips on running successful advertising campaigns on two tip-top social media platforms: TikTok and Snapchat. We answered all of your questions regarding advertising best practices and things to consider in the future. So, if you want to catch up with the session, […]
Advertising on TikTok and Snapchat: What you need to know
TikTok and Snapchat have one goal in common: to connect. Content on the platform isn’t shiny; there’s no camera crew behind it all and no fancy lighting – it’s just raw content. That’s what users want to see, so what’s the secret to mastering their potential?
Facebook and Instagram ads: Where to start
The digital world is ever-evolving. From the continuous updates of systems to the level of interaction and opinions users have alongside the changes, finding innovative ways to get your brand out in a fast-paced digital era can be challenging. No need to worry! Arke’s arrived and is here to help simplify the process and help […]
Facebook and Instagram ads: The Q&A
Everyone’s got questions about social media. The changing nature of social networks makes it almost impossible to keep up. Whether you’re looking to build brand awareness or increase leads through your social ads, you need to stay on top of the latest updates, making sure your brand shines boldly in front of your audience. But […]
Film Distribution: Brand Building and OTT
Making your film is one thing; getting it out there for the world to see is another. In our always-online world, the cinema isn’t the only way to get eyes on your movie. In a recent survey, 86% of respondents said they’ll pay the same (or more) for subscriptions in the next year. With an […]
Brand safety & advertising in a COVID-19 world
There’s a conspiracy afoot online! Recently, huge brands such as Amazon, Asos, Nike, and Ted Baker have been affected by algorithms allowing their adverts to appear on sites spreading Covid misconceptions. The Bureau of Investigative Journalism found that these companies were profiting off of adverts linked to sites that were falsely claiming news surrounding the […]
Tips & Tricks for Independent Film Marketing
Grab that extra-large popcorn and get ready to be blown away! Coming to a computer screen near you, Arke presents… Independent Film Marketing: Tips and Tricks to getting your film noticed (it’s a working title.) When we think film advertising, we picture a trailer before the main event, an advert playing bold and brightly on […]
Time to target elsewhere?
Right when you thought advertising couldn’t get any trickier, Facebook declares that marketers won’t be able to advertise to users under 18-years-old based on their interests and online activity. But why stop there? Kill three birds with one stone and implement these restrictions to Instagram and Messenger whilst you’re at it. These restrictions will have […]
CMA brings in “Green Claims Codes”
It’s time to get green(er) everyone, get those brand values up-to-date and reviewed as the government is beginning to knuckle down on businesses that mislead falsely implemented green claims. Wait, what’s going on? The CMA (The Competition and Markets Authority) have given the red-light warning to companies that claim their products comply with the law […]
TikTok Releases Global User Insights Report
Just in case you missed the headlines, TikTok is pretty big! We’ve emphasised the benefits of online businesses on TikTok previously in several blogs and masterclasses. However, you can never have enough information at your side. TikTok has proudly fluttered its feathers by releasing its Global User Insight Report. Through Kantar (the world’s leading data, […]
Facebook alters Specific Audience Projections
Right when you think you’ve got the hang of advertising on Facebook, the company announces changes in how it presents audience projections. Facing The Facts As of now, when you create an ad for Facebook, the site will display its ‘Potential Reach’, with a specific range of numbers that your campaign will likely garner. This […]
TikTok Brings in a Billion – An Alltime High for Active Users
Celebrate good times, come on! TikTok has reached a new milestone; one billion active users! The ByteDance owned app has brought on a new wave of creativeness for the web and opened more avenues for marketers to experiment with when engaging with audiences. But that’s not the only reason we’re raising a glass to TikTok. […]
Game On! An Exclusive Insight into Mobile Gaming Marketing.
If you haven’t heard, where have you been? Gaming is the next big thing for marketers, so that means one thing – it’s-a game time! Arke recently attended the 2021 Mobile Gaming Summit, leveling up our knowledge of the gaming world and its marketing opportunities along the way. Today we’re revealing a few of the […]
Customer Engagement: Acquisition & the Consumer Mindset 2021
Everyone get those pads and pens ready; it’s time to take some notes! The DMA (Data & Marketing Association) have released their 2021 insights into customer engagement and consumer mindsets. The Big Picture Before we jump into the nitty-gritty specifics, we wanted to highlight a few keynotes the DMA brought to the forefront of their […]
In-App Shopping Is Popping
Who here enjoys treating themselves to a little something whilst browsing the web? Now hands up who purchases something they’ve seen advertised or marketed on social media? And finally, hands up who purchases products in the app? Through new streamlined updates, apps such as TikTok, Twitter and Instagram have become pivotal players in the e-commerce […]
Listen Up! Amazon’s Ears Widen in the Audio Business
Grab those headphones and get ready to jam because it looks like Amazon is joining the Live Audio arena. Through an exclusive scoop from Axios, Amazon is reportedly in touch with major record labels to create live audio events with artists, which users could access through their Amazon music accounts. Additionally, the project (led by […]
TikTok: The Unofficial Behind the Scenes Olympic Channel
TikTok, the most downloaded app of 2020 is having its moment in the spotlight. Now the question is, how can you utilise it to the best of its capabilities? Before we dive in, maybe you’ve taken a break from the internet for a while and are asking the question… What’s this TikTok, and why is […]
Out The Door For Open Rates
Email marketing is one of the most effective ways to advertise to your audience. But what happens when a company changes the game, removes the ability to track open rates, fundamentally adjusting how we can use it? On Monday, June 7, Apple hosted its annual Worldwide Developers Conference at the San Jose Convention Centre in […]
Clearing 2021: As It Happened
On Tuesday 10th August, students around the UK eagerly awaited the release of their A-Level results. Despite a global pandemic, UCAS Media reported that a record-breaking 395,770 students had received a confirmed place on their full-time undergraduate course. 8% higher than 2020, it would seem students are ready to head into a non-virtual university experience […]
Masterclass: “Clearing in a cookieless world” Q&A
On Wednesday 14th July, our expert marketing panel hosted the latest episode in our digital masterclass series: “Clearing in a cookieless world”. Some of the key takeaways from the session included: The crumble of third party cookies and the arrival of iOS 14.5 heralds a new privacy centric world that shakes digital advertising to its […]
The impact of iOS 14.5
WHAT IS IOS 14.5? Released on the 26th April, the latest version of Apple’s mobile operating system, iOS 14.5, prompts iPhone and iPad users to opt out of tracking in apps that monitor their behavior and share data with third parties. There’s no doubt about it, this new feature is a significant step for user […]
Underutilised (& new) media platforms for 2021
There are a number of new and up and coming media platforms – and underutilised ones too – which have the potential to transform your advertising strategy as we get stuck into 2021. Dynamic Search Ads, Programmatic, Spotify Podcast Advertising and Quora – you might have heard of them, but what exactly are they and […]
Simpson’s Paradox: Interrogating Your Data
How often do you receive a targeting brief with an audience like this? Markets: UK, France, Italy, US, Germany Gender: 60% Male, 40% Female Age Range: 18-35 In the example above, we might guess that insights have been gleaned from an overall view of the data due to the lack of overlap between the variables. […]
Super Bowl 2021: The Best Commercials
There’s no denying it the Super Bowl is the MET Gala of TV advertising. We’ve reviewed three of the best of this year’s Super Bowl ads. From Reddit’s cost-effective innovation to David Fincher’s take on American beer, the 55th Super Bowl did not disappoint, from both a football and advertising perspective. 1. Reddit: The real […]
Google Discovery Ads: what you need to know
You’ve probably been served a Google Discovery Ad or you’ve heard that they’re Google’s next big advertising placement, but what exactly are they and what benefits do they provide marketers? In this blog we’re going to explore exactly that and let you know exactly when you should use Google Discovery Ads, discuss the various targeting […]
Google update: Keyword match types
It was announced on 4/2/21 that Google will be merging phrase match and broad match modifier keyword types – the latest in a series of match-type rule changes brought forward over the years. In 2014, the search giants ended support for ‘pure’ exact match types and required advertisers to opt-in to allowing for close-variants of […]
Attribution: the missing link
Attribution modelling is a framework for analysing the various marketing touchpoints, channels and tactics and determining which receive the credit for a specific conversion. Using attribution models helps marketers to better understand which parts of their marketing efforts are having the most effect on conversions, therefore enabling better data-driven decision making which can transform organisations. […]
Masterclass: “Gain new prospects with Dynamic Search” Q&A
A huge thank you to everyone who attended our recent masterclass: “Gain new prospects with Dynamic Search”. We received a series of insightful and thought-provoking questions from the audience, which we have shared a summary of below. Oh, and if you missed the workshop and want to get yourself up to speed with the key […]
Masterclass: “Gain new prospects with Dynamic Search” key takeaways
On Thursday 10th December, our expert marketing panel hosted the next episode in our digital masterclass series: “Gain new prospects with Dynamic Search”. The masterclass helped attendees to make the most of Google’s new ad formats for their institution and covered how this particular advertising technique can help to reach new markets faster, improve relevancy, […]
Benefits of Dynamic Search
Dynamic Search is defined by Google as “the easiest way to find customers searching on Google for precisely what you offer”. How often are people searching for the exact thing you target in your Google Search campaign? And what happens to all of the unique searches that are conducted on a daily basis? Dynamic Search […]
Masterclass: “How to use TikTok to supercharge your brand” Q&A
A huge thank you to everyone who attended our recent masterclass “How to use TikTok to supercharge your brand”. We received a series of insightful and thought-provoking questions from the audience, which we have shared a summary of below. Oh, and if you missed the workshop and want to get yourself up to speed with […]
Masterclass: “How to use TikTok to supercharge your brand” takeaways
On Wednesday 18th November, our expert marketing panel hosted the next episode in our digital masterclass series: ‘How to use TikTok to supercharge your brand’. The masterclass helped attendees to understand TikTok, its audiences, the opportunities it presents to their businesses & how they can take advantage of this early growth phase. We analysed who […]
“Clearing 2020: The Digital Masterclass” Q&A
On Thursday 5th November, our expert student marketing panel hosted the next episode in our digital masterclass series: ‘Clearing 2020: The Digital Masterclass’. The masterclass examined Arke’s ‘2020 Q2 Digital Behavioural Research’ (click here to download a copy) and exactly how COVID-19 and lockdown changed UK Undergraduates’ behaviour in the run-up, on the day and […]
Simpson’s Paradox: Is your data telling the truth?
Organisations around the world are operating in an increasingly uncertain, competitive and challenging environment, responding to economic, social and health changes, whilst maintaining high levels of customer experience and service. The benefits of a data-driven approach to decision making to combat these contemporary challenges and ensure high performance cannot be underestimated. To gain a true […]
Clearing 2020 marketing: Predictions vs What Happened
Nobody could have predicted COVID-19 and the impact that it would have on every aspect of our lives, not least of all, our online behaviour, in addition to the impact on Clearing 2020 marketing. In Autumn 2019, we released our 2020 Clearing Predictions. COVID-19 then came along, which led to us releasing our ‘COVID19: Gen […]
Facebook’s answer to TikTok? Exploring Instagram Reels
Launched on the 5th August, Instagram Reels is a brand new content format that gives users a new dedicated feed within Instagram to create and share short-form videos with their followers and the wider world. Originally, users could share 15 second long videos, however, this has recently been expanded to 30 seconds, with enhanced video […]
Lord of the Streams – Return of the Cinema?
How are we all doing right now? Are we sitting comfortably, cosy by the fire? Perhaps you’re one of the five UK homes right now tempted to sign up for a streaming service this lockdown and are binging your way through the Netflix catalogue? As predicted in our previous blog, streaming has soared and is […]
TikTok Masterclass Q&A
On Thursday 10th September, our expert student marketing panel hosted a TikTok masterclass all about how education institutions can use TikTok to supercharge their virtual open days. At the end of the session, the speakers held a Q&A session where attendees had the opportunity to ask any questions that they had. A huge thank you […]
TikTok content: unlocking it & its engagement potential
Originally conceived by Chinese tech giants ByteDance in late 2018, TikTok’s prominence has skyrocketed in recent months. This is no coincidence. Through tactical campaigns and innovative creative, TikTok has taken the West by storm. TikTok currently has just over 800 million monthly active users, throwing down the gauntlet to social media giants such as Facebook […]
TikTok Advertising Formats Explained
Decided you want to delve into the world of TikTok, but you’re not sure where to begin? Have no fear, advertising is a great place to start. These are the 4 most common TikTok advertising formats available, each with a case study example. Hashtag advertising This is where brands create custom challenges under a hashtag. […]
Clearing digital marketing in a COVID-19 world
Clearing was very different this year. There were more students taking part than ever before, which resulted in more competition amongst universities than ever before. As always, we kept our ears to the ground and collected some interesting and surprising developments that we saw throughout the day in Clearing digital marketing. In this blog, we’ve […]
TikTok: why all the data headlines?
In 2019, TikTok’s parent company ByteDance lined up with other US technology giants and published the number of government demands for user data and takedown requests by releasing its own numbers. This was the Chinese firm’s first attempt at US data privacy laws appeasement. It was met with scepticism. In its second and most recent […]
Clearing 2020 digital trends
COVID-19 has had a huge impact on the digital behaviours of Gen Z, with Instagram and YouTube seeing the greatest increases in traffic and engagement, circa +40%. 1 in 3 undergraduate applicants states the pandemic has stimulated them to make their final university choice sooner. What impact will this have on Clearing 2020? As restrictions […]
Student marketing in a COVID-19 world
The latest guidance and recommendations designed to help education marketers stay ahead of the curve
How to engage your TikTok audience
TikTok has burst its way onto smartphones, gaining media attention and users at a staggering rate. According to research from Sensor Tower, TikTok was the most downloaded non-gaming app worldwide in February 2020, beating the likes of WhatsApp and Facebook, and its popularity is continuing to grow. Downloaded 315 million times in the last quarter […]
Media Trends 2020, Part Deux
Latest insights into 2020’s media trends.
5 Top Tips for a Successful Clearing 2020
Now that the January UCAS deadline has passed, we understand the next big focus is Clearing 2020. Here are five things you can do now to ensure your institution is in the best possible position come the summer. For more top tips, request your copy of our free, downloadable Clearing Insights Guide. Starting on page […]
Digital Media Trends 2020 Part 1…
DIGITAL MEDIA TRENDS 2020 AND BEYOND… 2019 has been a busy year in the Arke paid media team. Some key highlights include programmatic providers doing their best Lance Corporal Jones of Dad’s Army impression; telling everyone in the wake of the decline in third-party cookies “not to panic”, Google telling us repeatedly that we must […]
6 Steps To A/B Test Using Google Tag Manager
In part one of this series, we introduced you to the Importance of a Testing Culture within your marketing. In case you missed the article, you can check it out here. So why bother with a testing culture? Ultimately, introducing an AB (or other) testing culture will: provide you with a learning purpose to every task, […]
5 Pieces of Advice for a Successful Clearing 2020
At this time of the year, higher education marketers are generally focused on maximising the number of sign-ups for university autumn open days, as well as raising awareness of their institution in the lead up to the January UCAS deadline. There’s probably not many who are thinking ahead to Clearing 2020 yet… but it’s never […]
Simple is Smart. Complicated is Stupid: Dave Trott at BrightonSEO
It would be an understatement to say I was excited when I heard the keynote speaker at this month’s BrightonSEO would be Dave Trott. I’ve been a big fan of his blogs and books for years. Of course, he didn’t disappoint! In true Dave style, he was blunt, straight to the point, and spoke complete […]
6 Predictions for Clearing 2020
Before we talk about Clearing 2020, we need to take a look at 2019. This year set a new benchmark with 58,840 students from the UK placed at university through Clearing and Adjustment – the highest number since records began in 2010! (Figures from UCAS) This is a 9.2% increase on last year and a […]
Rise of the Planet of the VOD
How Entertainment Is Changing Long gone are the days of waiting for tea-time to tune into your favourite show. We’re in the age of streaming, where all the content you could imagine is right at your fingertips – and it’s only going to get more expansive as time goes on. Today, we’re looking into the […]
Do You Know Your ROI of Marketing?
The ability to demonstrate a quantifiable return on investment (ROI) of marketing is a powerful tool. It will help you prove the value of your efforts, as well as secure greater investment in your marketing. Yet, with fewer than one in five marketers reportedly lacking confidence in their ability to measure and prove ROI, the […]
5 Clearing Insights From A-Level Results Day Advertising
2019 was no different from any other year, with UK universities investing thousands in paid advertising on A-level results day to reach as many potential Clearing students as possible. Just like in other years, the most widely used advertising platform on the day was Google Ads. We kept our ear to the ground and collected […]
10 Creative Marketing Trends Seen in Clearing 2019
It’s that time of year again! Don’t panic, we’re not talking about Christmas yet… it’s Clearing 2019! This year’s been no different from others; in the run-up to A-level results day, UK universities with undergraduate places still available have been busy spreading the word to potential Clearing students. And with Clearing opening early through UCAS […]
How to Use Google Analytics to Do Better Advertising
Google Analytics (GA) is a free tool designed to help you track and report on your website traffic. If you’re already familiar with how to use Google Analytics, then you’ve probably realised that the insights you can gain reach far beyond just your website. In fact, they can be used to enhance your entire marketing […]
How to Stand Out When Attention Spans Are Short
There’s no denying that we are living in a fast-paced digital world. These days, content is everywhere in one form or another, and we’re all vying for each other’s attention. The impact? Modern consumers have short attention spans and lack patience, demanding fresh content here and now. Your audience can be fickle and what they […]
Is Influencer Marketing Right for Your Organisation?
Can you even remember a time before #ad? Influencer marketing is alive and kicking, that’s for sure. Just this week, The Drum reported an 83% YOY growth in spend on influencer marketing in the US and Canada. But like anything, it’s important not to jump blindly on the bandwagon. You need to be confident that […]
How to Run an Affordable and Successful Paid Campaign
A question we get a lot from clients is whether it’s possible to run a successful paid advertising campaign without breaking the bank. Well… it is! Like anything, the key to running an affordable but successful paid campaign is in the planning. Your strategy is more important than ever when you don’t have endless funds. […]
What is TikTok and Why Should You Know About It?
TikTok may well be the biggest new social media platform that you’ve never heard of. Following the demise of Vine (remember Vine?!), several new apps popped up as a reminder that young people aren’t quite done with short-form video yet. TikTok hit the scene in 2017, merging with an app called musical.ly, to become the […]
My Day at VidCon (and Why You Should Go Too)
When I was asked if I wanted to attend the new addition of VidCon in London, I must admit, my first reaction wasn’t to jump up and down with excitement. I was sceptical and I had my reasons. I’d seen the vlogs showcasing the US VidCon experience and I knew what it was all about: […]
Social Media: 7 Techniques to Maximise Return on Advertising Spend
What are the 7 most important techniques that drive the cost of media down, whilst increasing return on advertising spend? Here at Arke, we work with a wide selection of clients, from entertainment corporations and travel companies, to universities and education providers. Our clients all share a common characteristic: they are relentlessly trying to understand […]
YAC x Arke: Helping Prevent Youth Homelessness in Brighton
Homelessness in Brighton: A Growing Issue Government figures show that homelessness across England has increased by 24% since last year! This has left Brighton and Hove Council with the second-highest rate of rough sleepers, second only to London Westminster. Undeniably, homelessness in Brighton is a serious issue. Here at Arke, we don’t want to just […]
Will Voice Assistance Kill Brands?
Who Currently Uses It? Companies are becoming increasingly invested in AI and chatbots as a result of voice assistance shifting from early adoption into mass adoption. Think about it; today, the majority of online users are aware of virtual assistants such as Siri, Cortana & Alexa. A study conducted by Skims has found that almost […]