MAD//Fest London is back this year along with Vertis Media as proud partners!

Location: The Truman Brewery, East London on 7-8 July with 4,000+ industry leaders.

MAD//Fest, as ever, is the opportunity for our team to forge new relationships, explore partnerships and meet our peers in person as well as stay ahead of the adtech trends defining 2021.

A great reminder of the power of real connection, especially after everything that has happened during the past year. Having said that, 2021’s MAD//Fest will also offer attendees the opportunity to watch all the action from afar with a virtual ticket.

MAD//Fest London 2021 have transformed a giant East London car park into an outdoor summer festival under a giant canopy…because you just can’t trust the weather!

It will be a “unique summer festival experience” that brings the industry together to explore the latest trends, innovations and brand strategies in the marketing industry.

There will be 150+ global CMOs, challengers, futurists, agency leaders, activists and media powerhouses across 5 stages tackling the festival theme: ‘Where Do We Go From Here’.

This year’s event will feature a dedicated creative stage for the first time, with topics that cover tech, innovation, experience and media.

MAD//Fest London’s successful PITCH//IT initiative, in which start-ups pitch for £20k pilots from the world’s top brands, is also back. In November 2020, The Q and Spirable secured £20k pilots from Diageo and McCormick respectively after competing in a virtual edition of PITCH//IT at MAD//Anywhere.

MAD//Fest London is so much fun, it brings together marketing, media, tech and creatives and with 2020 being such a tough year for everyone in the industry this is going to be a great opportunity to get together, share ideas and gather valuable insight on what the future looks like for businesses.

If you’d like to discuss where contextual and native advertising fits in your 2021 plan, come and find us or get in touch!

What’s hyper personalisation and how can you use it to attract those customers more likely to stick around?

Brands are now are moving towards a deeper knowledge of their audiences and delivering digital experiences especially designed to meet their interests, needs and relationship with their business.

What is hyper-personalization and how can it benefit you?

Your customers spend hours and hours viewing thousands of commercial messages as they interact, daily, with different kinds of media.

Hyper-personalization helps businesses break through all of this noise with truly customized marketing messages and service offerings. It’s designed to achieve individual customer preferences, in terms of product offerings and digital content. It depends on big data and AI technology to deliver tailor-made experiences in real time.

The power of context

Hyper-personalization is responsive to context: i.e., how the consumer’s demands may shift depending on location, what time it is and their past purchase behaviour. For instance, Spotify and Netflix employ hyper-personalized methods which pre-empt the preferences of their users to make relevant content suggestions.

Does hyper-personalization mean brands can deliver better customer experiences?

Absolutely! When brands employ an analytics-driven hyper-personalization plan, it increases their marketing’s efficiency and engages customers for longer periods of time by refining and ‘learning’ what works for them.

3 Steps to developing a hyper-personalization plan:

  1. Define which goals need to be achieved. What are the intended behaviours for the target group?
  2. Segmentation of behaviour patterns. Identify optimal interaction strategies for each segment.
  3. Implement analytical techniques and machine learning. The aim is to build an automated self-learning system in which underlying interaction patterns are continually optimized

As with other digital operations, hyper-personalization benefits greatly from the close cooperation and alignment between those involved in the brand’s marketing, business and technology departments.

Vertis Media gives brands full visibility into their data profiles and can enhance privacy and make them feel more in control.

Native ads on premium news sites are more trusted than ads that appear on social media platforms, so if you have any questions on how you can make this transition work for you, we are here!

What type of native advertising format is best for you?

What type of native advertising format is best for you?

The variety of native ad units makes it difficult to select the right one but the perfect choice can be crucial for the success of your campaign. When it comes to digital, native advertising is the relatively new kid on the block that everyone wants to make friends with!

Here are some useful tips on how to create your native ad strategy

It is useful to combine native advertising with other types of advertising. Typically, native ads are part of a more comprehensive content marketing strategy.

Here is a short guide to creating a marketing strategy that includes native advertising.

1. List your objectives

What goals do you want to achieve with native advertising? Having a clear set of goals is the quickest route to success.

Set up realistic goals by waiting at least 3 months to gather data and set up realistic objectives.

Some goals to focus on:

  • Boost awareness of your brand
  • Increase traffic to your site
  • Generate more sales leads

Budgeting: once you’ve defined your goals, work out how much you can spend to reach them. Create an appropriate budget for your native ads campaign.

Make sure your budget allows for some flexibility to react to online feedback and optimisation as the native ads campaign progresses.

2. Reach your audience

To produce the right content at the right time, ask yourself:

  • Who is my ideal user?
  • Do I know the who, what, where, when and how of my audience?
  • What are my audience’s preferences, interests, demographic characteristics and geographic composition?

3. How do you want to reach your target audience?

This is an essential question to consider when creating a native ad strategy.
Though there is no need to produce the content for the duration of the campaign in advance do set up the timelines and budgets for each native ad campaign and think about which platforms and formats to use for your native ads and each campaign’s theme and goal.

Some great channels where you can publish your content:

  • Youtube for videos and vlogs
  • Medium for blogs
  • Pinterest for pinning blog posts with images
  • iTunes for podcasts
  • Quora for Q&A type of exposure

4. Work on your content ideas

Let’s get into the nitty gritty of your native ad strategy.

It’s time to get creative and start developing ideas for the content each native ad campaign will run.

Find inspiration in what your native ad campaign’s goal is and your knowledge about your target audience. Keep in mind the intended publisher’s guidelines when creating the specific ads and other content pieces.

Does your content fit the following?

  • Platform
  • Format
  • Goals
  • Target audience

Remember: your native advertising content will seamlessly blend in with the rest of the content on an app, website, or publisher.

5. Measure Your Campaign’s Performance

It is useful to know how your native ads are performing in its early stages. Measure the performance during the campaign and optimize it regularly to get the best results.

Data is your most valuable asset.

Gather as much relevant data as you can to monitor and decide what your next steps should be. Don’t be afraid to try out different subject lines, images or videos, and CTAs, then collect performance data to understand what works best.

Choosing the best native ad unit for you

So, which is the best native ad unit for you? It depends! Here are some:


In-feed social media marketing is the most famous form of native advertising. Here sponsored posts target their users in their news feeds or suggested via trending topics.


Native advertising on social media is considered “in-feed”, but not all in-feed native advertising takes place on social platforms. Real time bidding allows digital marketers to use targeting techniques and offer relevant ads to people across a list of pre-approved websites. While the ad takes on the look and feel of an article, it is possible to differentiate it from organic content by an advertising label.

Recommended Content

While in-feed ads are generally placed within a publisher’s content feed, recommended content is nearly always located at the bottom of a given publisher site. Just like an in-feed ad, users can click on it and are taken out of the publisher site to the blog or landing page of the brand responsible for the ad.

Test, test, test

…to make sure your ads are targeted at your ideal client types and get in touch for more tips and guidance when it comes to your native ad campaigns.

How has advertising impacted who you choose to purchase your deliveries from?

Scandi-foods and African ingredients top the food trend lists as supermarkets look beyond Europe for 2021.

Taking food picture with mobile phone

Fancy some skrei with your chips? Or maybe some teff with your salad? These might not be familiar food stuffs to you now, but according to those who keep their eyes – and stomachs – on such things, these will be among the trendy ingredients in 2021.

Surveying the food trend lists published at the turn of the year, it seems African and Scandinavian cuisine is going to be the next in thing.

The Guardian believes include the Norwegian fish Skrei will hook forward-thinking eaters this year, while Waitrose suggests Icelandic Skyr, a fresh sour milk cheese meant to be consumed as yoghurt, will be the must-have fridge item.

Other lists dig up the Ethiopian grain of teff, as well as the African country’s flatbread known as injera. Eringii mushrooms, native to North Africa and the Middle East but widely cultivated in Asia, could replace steaks thanks to the fungi’s thickness.

The Chinese condiment of Lao Gan Ma, a chilli sauce made with crispy fried onion, has been earmarked as the new-must have item for hipster restaurants.

“The sriracha years were John the Baptist compared to the coming of the One True Condiment,” Richard Storer, chef at Sheffield’s Rutland Arms, tweeted about the sauce.

All this comes as people are rediscovering the joys of cooking after nearly a year of various lockdown restrictions. A Tesco survey reported that 40% of the people during the first lockdown had experienced a renewed passion for cooking and, since then, a further 86% said they would continue to cook even more at home. Jamie Robinson, @Tesco executive chef stated: “The popularity of Scandinavian ways of cooking and eating are spreading quickly around the world. While the cuisine has mostly been enjoyed at restaurants, we predict that this culinary trend will continue to grow in popularity and be seen more in our homes in 2021. What sets this cuisine apart is that it focuses on the way of cooking rather than specific ingredients.”

How has advertising impacted who you choose to purchase your deliveries from? The general message tends towards kindness.

See Tesco’s #FoodLoveStories celebrating the unifying power of food during lockdown.

Have any of the messages relayed through advertising changed who you decide to shop with over the course of lockdown?

It remains to be seen whether any of these foods will achieve the ultimate hipster goal of being smashed up, served on toast, and sold for £5.99.