Naomi Sandercock

Coull is IAB Gold Standard certified

Coull is IAB Gold Standard certified

Launched at the end of last year, the IAB Gold Standard was put in place to reduce ad fraud, improve user experience and increase brand safety. Now, over 50 companies are certified including Facebook, Instagram and GroupM.

Now, Coull can be added to the Gold Standard list! Over the last year, we’ve built positive user experiences using our technology, implemented ads.txt and earned our JICWEBS Brand Safety seal. This fulfils all of the IAB Gold Standard’s criteria of:

  1. Reducing ad fraud by implementing ads.txt.
  2. Improving digital advertising experiences by following the Coalition for Better Ads principles and the ‘Better Ads Standards’.
  3. Increasing brand safety by working with JICWEBS.

All with the main aim: to build a sustainable future for digital advertising.

Dan Ginns, Coull’s Managing Director, said “We’re very pleased to receive the IAB Gold Standard certification. This further highlights our commitment to building a better future for digital advertising. Such dedication to transparency and brand safety is exactly what our clients should expect from all of their adtech partners.”

The IAB Gold Standard is an industry-wide effort

This certification isn’t only about individual companies, it’s an industry-wide effort to re-establish trust. The IAB Gold Standard isn’t a ‘nice to have’, it should become a priority for anyone trading in digital advertising – publishers, agencies and adtech businesses alike.

The subject of regulation and trust is particularly relevant after GDPR and last year’s brand safety concerns. Not only this, we need to address ad blocking. The increased use of ad blockers should be a wake-up call for the advertising industry. We need to be building a sustainable future for digital advertising. And how do we do that? By creating online ad experiences that work for everyone, especially the audience.

We welcome all self-regulation that brings improvements to the industry. The question is, will you join the combined effort too?

Posted by Naomi Sandercock in Coull news, Press releases
How to have a successful DMEXCO 2018

How to have a successful DMEXCO 2018

That’s right, it’s that time of year again! DMEXCO 2018 is only round the corner…

Are you going? We are!

If you’d like to meet at DMEXCO, drop us an email: dan.ginns@coull.com or jamie.boosey@coull.com or estelle.errante@coull.com

 

DMEXCO is one of the biggest digital marketing conferences in the world. Although it’s a great place to network, learn about new business and discover current trends, it’s also very full on – read what we we thought of last year’s DMEXCO. So, you need to be prepared.

But not to worry, we’re here to make sure you’re going to have a successful time at this year’s DMEXCO.

How to have a successful DMEXCO 2018

Decide on your objectives

You should decide what you want to get out of DMEXCO 2018 and this will help you plan your time.

Do you want to learn more about the industry and trends for the following year?

Before you go…

Brush up on your industry knowledge and research current trends. Expect discussions around AI, OTT, video innovation and voice programmatic.

Research which talks you want to go to by looking at DMEXCO’s conference guide. And make sure you leave enough time to get between the halls (at least 15 minutes!).

DMEXCO 2018

DMEXCO is huge, leave at least 15 minutes to get from one seminar to the other.

When you’re there…

Soak up all of your planned seminars and visit the Start-up Village, where upcoming businesses and creative entrepreneurs will be exhibiting.

Also, network with a range of industry players to give you varied opinions on trends.

Do you want to find new business?

Before you go…

Fill your calendar with meetings before you leave. Also, organise meeting places in advance, expo spaces and food halls are huge so be specific about where you’ll both be. Check out the floor plan here.

Have you set up a meeting with Coull yet? If not, contact: dan.ginns@coull.com or jamie.boosey@coull.com or estelle.errante@coull.com

Don’t pack your schedule too full, leave time to get to your next meeting or network at stands. Remember, there are 1000+ exhibitors keen to show you what they have to offer.

Stock up on business cards, this is a must! When there’s so much going on, it’s easy to forget a face. Business cards will jog people’s memory of you.

When you’re there…

Stay in the expo after hours, many stands hold networking drinks after the first day.

Collect business cards and make sure you follow up your conversations as soon as possible.

Have a WhatsApp group with the rest of your team. This enables you all to split up and cover more ground, whilst making it much easier to find each other later.

Do you want to get your company’s name out there?

Before you go…

Make sure people know you’re going to DMEXCO 2018 by posting about it on LinkedIn, Twitter and Xing.

When you’re there…

Work the floor, engage with exhibitors and hand out your business cards. Keep conversations concise, so that you can chat with more people.

Go to events outside of the expo, such as dinners and parties. The most popular parties are the DMEXCO official party, OM Club and Online Marketing Rockstars.

OM Club DMEXCO party

The OM Club DMEXCO party from last year

Perhaps most importantly, leverage your social media channels. You should take lots of photos, engage with other DMEXCO attendees and post about the talks you’ve attended and the people you’ve met. And of course, use hashtags… #DMEXCO18. Your marketing team will definitely thank you.

Getting around

So you’ve set up your meetings and planned the seminars, that’s all, right? Well, not exactly. You also have to plan how you’ll be getting around Cologne. You’ll not only be travelling with locals and tourists but thousands of other DMEXCO visitors, so make sure you take this into consideration.

There are a few ways to get around Cologne…

Train

Buy advance tickets from Deutsche Bahn. Or buy your ticket upon arrival, but be sure to validate your tickets (with machines on the platform) before travelling.

Taxi

Use the mytaxi app or be prepared for extensive queues. Although, if you are stuck in a queue, it could be a great opportunity to network.

Bus

Apps such as Citymapper are useful, they give you real-time updates to guide you on transport routes to your hotel.

…Or, simply walk!

Look after yourself

DMEXCO can be hectic, so don’t forget to look after yourself. Allow yourself time for short breaks and pace yourself. It’s likely you’re going to have long days and early mornings, don’t go too heavy on those free cocktails too early!

Take snacks and make the most out of free food and coffee on stands. Queuing up for food at peak times can take ages. Though if you do buy food there, make sure you take cash – not many stands accept card payment.

Essential items:

  • Chewing gum

This goes without saying really.

  • Water bottle

Stay hydrated!

  • Paracetamol

For that inevitable hangover.

  • A phone power pack and phone charger

Let’s be honest, we’d be lost without our phones.

  • An umbrella

Don’t get caught in the rain!

  • Comfy shoes

You’re going to be doing a lot of walking.

Enjoy it

Most importantly, have fun. You’ll be meeting lots of like-minded people, soaking up the culture, discovering new businesses and learning about upcoming tech innovations. Also, they’ll be plenty of weird and wonderful freebies to find. For example, the unusual freebies from last year ranged from bright orange flip flops and a high vis jacket to fidget spinners and shower caps. You never know what you’re going to see!


About Coull…

We’ve developed revolutionary in-video advertising, giving our partners the ability to add value to any video. Marketers can now serve contextually relevant ads within video to actively engaged audiences. And using our in-video formats, publishers can now easily monetise their video content in an exciting, user-friendly way.

At this year’s DMEXCO, we’re excited to discover the latest innovations in video and form new partnerships. Do you want to find out how we can add value for you? Or do you want to find out more about our in-video technology? Then let’s meet at DMEXCO!

Organise a meeting with us: dan.ginns@coull.com or jamie.boosey@coull.com or estelle.errante@coull.com

See you there!

Posted by Naomi Sandercock in Coull comment
The beginning of better advertising and less screen time

The beginning of better advertising and less screen time

Screens are everywhere, laptops, TVs, smartphones – they’ve become an ingrained part of our lives. So it’s no surprise that nearly a quarter of the UK population spend over 10 hours a day looking at a screen.

However, people are becoming more aware of the addictive nature of the digital world and their own screen usage. In fact, a Deloitte survey found that 38% of people believe they’re using their phones too much. This new self-awareness is prompting a change in behaviour and many smartphone users are aiming to decrease their screen time.

Even Apple is addressing this trend by rolling out a new iPhone feature that encourages people to limit their app usage. This feature is a built-in ‘App Timer’ that can set limits on certain apps, reminding the user to move on after 30 minutes or an hour.

But how does this affect digital advertising?

It’s no secret that advertising follows eyeballs, it’s estimated that we’re exposed to 4,000 to 10,000 advertising messages every day. So of course, digital advertising has become the most prominent strategy for the modern marketer. And the numbers don’t lie, over £11 billion was spent on UK digital advertising last year.

As people are deciding to use screens less, many advertisers are fighting for their attention more. Unfortunately, this has resulted in a shouting match, seeing which brand can shout the loudest. This isn’t a great user experience, nor is it working for advertisers. The solution is not adding to the noise, but instead, to provide value where it’s relevant and useful.

Advertising needs to change alongside the trend, not against it. People are utilising their screen time for more useful and enriching experiences and ads should follow suit.

Publishers should work on improving the user experience

Advertising is a value exchange, it supports valuable content, news sources and social platforms. However, some ads don’t always contribute to a positive user experience by disrupting content or dominating the page.

The Coalition for Better Ads (CBA) aim to set new global standards for better online advertising. Using consumer insights and industry expertise, the CBA has developed initial ‘Better Ads Standards’ for desktop and mobile web:

Coalition for better advertising standards

This demonstrates the ad types that are unacceptable and are now blocked by Google Chrome’s Ad Blocker. But what ad types are acceptable? Well, the IAB has released the ‘LEAN Principles’, a set of principles that outlines ad standards that will deliver a better user experience.

LEAN stands for:
Light – Limited file size with strict data call guidelines.
Encrypted – Assure user privacy with ads delivered over HTTPS. Protect server-to-server communication.
Ad Choice Supported – All ads should feature the Adchoices icon and support DAA’s consumer privacy programs.
Non-invasive/Non-disruptive – Ads that supplement the user experience and don’t disrupt it by covering content and enabling sound by default.

By working with reputable ad tech companies, publishers can help brands show non-intrusive ads and make a better experience for their users.

At Coull, we work closely to these standards to make sure we produce ad formats that promote a positive user experience. We think of innovative ways to utilise unused and non-intrusive spaces, such as our OnPause format that only display an advert when a video is paused.

OnPause video ad format

 

Advertisers should provide value and quality through the right format and bespoke creative

Yes, advertising is a value exchange, but advertising itself should also provide value.

Instead of bombarding people with advertising, more thought should be put into the messaging and creative itself. As comic Steve Martin says,

“be so good they can’t ignore you.”

The IAB’s ‘Fit for Purpose’ research showed that 78% of UK adults are annoyed by ads that aren’t tailored to their smartphone device. But when mobile-optimised ads were made, there was a 56% uplift in brand consideration.

Only by working solely with reputable ad tech companies and web publishers can we truly improve digital advertising.

How can you find out which companies can be trusted? The IAB aims to do just that with their new Gold Standard.

Gold is advertising’s best friend

IAB Gold Standard Registered logo

We’re committed to making a better online advertising experience which is why we’re now registered for the IAB’s Gold Standard. The Gold Standard initiative aims to reduce ad fraud, improve the digital advertising experience and increase brand safety.

We’re really excited by the positive changes happening in the industry, so let’s all raise a glass to a future filled with better advertising and enriching online experiences for everyone.

Posted by Naomi Sandercock in Coull comment
Our accountant, Eriona, reviews the 2017 IAB Adspend results

Our accountant, Eriona, reviews the 2017 IAB Adspend results

Money can’t buy happiness, but it sure can buy a lot of advertising. Last year, the UK's digital Adspend was estimated to be a whopping £11.55 billion. But what does this mean for Coull and the rest of the advertising industry?

Eriona, Coull accountant, reviews IAB Adspend

Eriona, Management Accountant at Coull

Our new Management Accountant, Eriona, is here to give you the low-down on the IAB’s 2017 Adspend figures and what they mean for this following year.

Plants growing

[source: giphy]

The industry is thriving

It’s clear to see that the UK digital advertising market has healthy growth, there’s year-on-year growth of 14.3%, whereas, TV advertising saw a -3.2% dip in growth. The online advertising industry is now worth £11.55 billion, this is good news for many businesses in the industry, such as ad tech, because it shows the continuing success and money being put into the industry. As for advertisers, digital ads offers much more efficient and flexible options compared to traditional, offline advertising.

 

Man driving

[source: giphy]

Video is in the driving seat

We know that there’s accelerated growth in the industry, but what is driving this? Video! For the first time, online video has become the largest display format, with an impressive 47% year-on-year growth. Not only this, spend on video surpassed the £1 billion mark in the last year. This evidently demonstrates how important video is to advertisers.

 

Phone scrolling gif

[source: giphy]

Smartphones are also driving growth

It’s interesting to see that 2017 was the first year that UK adults spent more time online on smartphones than on computers and tablets combined, with smartphones accounting for 59% of time in the final quarter of 2017. As we can see, advertisers have noticed this change in media consumption because they spent £5.2 billion on smartphone ads last year - a 37.4% increase on 2016. As smartphones are becoming increasingly popular, we're expecting the ad spend on mobile to increase too.

 

What’s next?

Mobile video will rule

One thing’s for sure, video and mobile will be centre stage in the following year - video as the hottest format and mobile as the most popular platform. So we’re expecting these two to continue to be the main drivers of growth.

A more creative focus

There’s been a recent industry focus on improving ad quality, specifically mobile ads. As the IAB’s Fit For Purpose research shows, “a statistically significant percentage increase in several key brand metrics including, brand consideration (+56%), trust (+33%) and perception of premium (+21%) for the smartphone-optimised ads.”

For better mobile ads, the IAB recommends:

  • Thinking about how the ad will be executed on a smartphone from the start of the creative process
  • Including brand messaging upfront from the start of the ad
  • Testing ads on different screen sizes to ensure text and imagery are clear

So no doubt, creativity in the mobile/video space will flourish as more and more advertisers put more thought and more spend on these formats.

Turning the tables on the duopoly

It’s no secret that the Facebook/Google duopoly is dominating the advertising market, but that doesn’t come without its struggles. Both companies have appeared in the news recently, with the Cambridge Analytica scandal and brand safety troubles on YouTube. This has resulted in a surge of people deleting Facebook and advertisers pulling their spend from YouTube.

This is giving smaller businesses an opportunity to compete with viable alternatives or partnerships. There’s already a huge amount of company consolidation taking place and forecasted, such as telco AT&T are in talks to buy ad tech business, AppNexus. Partnerships between independent publishers could also pose a challenge against the duopoly, like the joint advertising platform for News UK, Telegraph and Guardian.

Could this be the beginning of the tables turning?

The future for Coull

It’s especially exciting times for Coull because we centre our business and technology around video. We strive on being at the forefront of innovation in the video space and it’s great to see that video is now the largest display ad format. We’re proud to be part of a thriving industry.

__________________

A little bit about Eriona

Although Eriona has lived in the tech-centred Bristol for the past 19 years, she is originally from Albania. She has 3 years of finance experience in companies such as HSBC and BDO and is now training to become a chartered accountant.

Her role at Coull is varied but it mainly encompasses the managing of accounts, reporting, invoices and banking. Not only this, she is delving into the world of ad tech and learning about the digital advertising landscape.

Eriona was first drawn to digital advertising because of the huge growth in the industry and she was intrigued in seeing the future of online advertising. Then, she came across Coull, “after some research, I found Coull and their exciting technology. The OverStream Suite itself really interests me because of its versatility in the market and its potential to disrupt many segments of the digital ad market, such as video and display.”

Posted by Naomi Sandercock in Coull comment
Introducing…our Ad Ops intern

Introducing…our Ad Ops intern

On the best of days, advertising is not the easiest industry to navigate. But someone who is prepared for the challenge is our newest team member, Mark. He’s currently studying at university and has joined us for a summer internship to learn all things ad tech and ad ops! I caught up with Mark in his first week at Coull...

First of all, where are you from?

That’s always a difficult question to answer because I’ve spent my life growing up in various countries like China, America, Australia and the UK. But you could say that I take a piece of those countries with me wherever I go.

So, what are you studying?

I’m mid-way through my Business degree at the University of the West of England. It’s great because I’ve been able to explore the areas of business that I’m most interested in, such as entrepreneurship, marketing, accounting and business finance. I have known for a while that I wanted to be involved in business development and my degree is helping me achieve that.

Studying in Bristol was a natural choice for me because it’s the creative hub of the UK and there’s a big network of business connections. Not only this, but it’s close enough to the beach so I can continue my passion for surfing.

My aim throughout university is to get the most out of the whole experience. So far I’ve attended extra-curricular seminars, become a student leader, represented the university as a student mentor around the world, and I’m being sent on a trip to China to study Mandarin and learn about business in East Asia.

An important part of my uni experience is to further my knowledge of various industries and gain firsthand experience, hence, leading me to an internship at Coull. After speaking with the Coull team, I soon realised that this opportunity would provide me with great experience and open my eyes to the world of digital advertising.

How would you describe your role at Coull so far?

My role is to dive deep into compliance and ensure Coull is eliminating online ad fraud, all whilst providing the best possible service to our partners.

So far, I’ve been trying to wrap my head around the industry (which hasn’t been easy!), learning how Coull operates, identifying elements of ad fraud and studying the processes to prevent it.

As a digital advertising newbie, the technical aspects (not to mention, the countless acronyms) can become overwhelming, but fortunately, there’s a great team supporting and teaching me.

Although my role is focused on ad ops at the moment, I’m also keen to expand my knowledge of other areas of the business such as finance, marketing and production.

It sounds like it’s been a busy first week for you! What ambitions have you got for the future?

A goal of mine is to follow in my father’s entrepreneurial footsteps, and so, with support from university, I’ve managed to build the foundations for my own enterprise, a surf business called ‘Wavved’. The business aims to provide the products and services to help people take up surfing.

My hope is to use all of the knowledge I gain at Coull to positively influence my future business ventures, such as to increase effectiveness in the marketplace and become more profitable.

Already, my time at Coull has made me realise the level of commitment I want to provide to my future customers and the responsibility I’d have in relation to advertising online.

Coull is a new and exciting challenge for me and one I hope to learn a lot from.

Posted by Naomi Sandercock in Coull news
Why Coull is putting brand safety first (and why you should too)

Why Coull is putting brand safety first (and why you should too)

What do they say to you before you hop on to a rollercoaster? Safety first! Now, it’s also a phrase that can be applied to digital advertising and brand safety - and what a rollercoaster ride the ad industry has been on recently.

Only last year, people were questioning big fish like YouTube about the safety of brands when advertising on their platforms. It was discovered that some ads were being placed next to unsafe content, such as terrorist or extremist content. This led to multiple brands, such as Pepsi and Walmart pulling their ads from YouTube, as it was not only harming their brand image, but it also meant their ads were possibly funding unsafe videos.

Hence, why the main focus from 2018 onwards should be about putting brand safety first.

So, what can be done to improve brand safety in the digital ad industry?


Industry standards are the key that opens up the doors to trust

The most important thing is working with completely transparent and trusted partners. The vital building block in any relationship is trust. So why would a business partnership be any different?

Companies should be seeking industry body accreditation to give their partners peace of mind. The IAB have launched their Gold Standard initiative, with the aim to reduce ad fraud, improve the digital advertising experience and increase brand safety.

A part of the Gold Standard is becoming a JICWEBS signatory and adhering to the DTSG brand safety principles. The aim of the Good Practice Principles is to improve transparency in the UK digital advertising market, giving brands more confidence that their advertising will reach the right audience in a brand safe way.

On our journey to gaining the IAB Gold Standard and showing our own dedication to brand safety, we’ve partnered with JICWEBS and have recently been awarded our brand safety seal of compliance!


What does this mean?

  • Industry standards body, ABC have verified our compliance with JICWEBS DTSG Good Practice Principles.
  • We’re proactively delivering on the industry demand for more transparency in digital media.
  • We’re making sure that when you partner with us, you can partner with confidence.
  • We’re supporting JICWEBS, made up of the trade bodies, the IAB, AOP, IPA, ISBA and News Media Association.

We earnt this through our transparency in the digital ad industry and our dedication to our compliance process. We have invested in and improved our proprietary technology to ensure anti-fraud and brand safety. Our dedicated compliance team and partnerships with industry-leading verification vendors ensure a very comprehensive compliance process.

Check before you buy

There are certain things you can check out before partnering with a company, such as, if they are a reputable company, what their domains and content is like, if they have their own brand safety policy and if they have official accreditation.

Pre-boarding checks are an important part of Coull’s compliance process. Prior to signing contracts, all inventory is human vetted by Coull’s dedicated compliance team and verified as safe, or rejected – at which point further talks with the supply partner will be terminated. The example of what we look for when we filter are: ghost sites, illegal content, graphic violence, the IP reputation, botnets, the viewability of inventory and lots more.

If we are happy with the company and their domains, we can then think about partnering. At this point, the company must agree to comply with our policies, including our brand safety policy.

Whitelists

Keeping up with the countless sites out there and filtering between the brand safe and the unsavoury, all whilst fast-moving fraudsters wait in the sidelines, can become a bit of a ‘cat and mouse’ game. However, whitelists are an effective way to navigate in the wild web. A whitelist is a list of approved and acceptable sites to run campaigns on.

As well as our pre-boarding checks, we analyse and categorise supply inventory that is human-verified. This creates a whitelisted inventory pool that demand partners may opt to buy from. This double verification provides a deeper level of invalid domain detection.

The human element

In a highly technologically world, digital advertising needs some element of human judgement. No matter how much you try to automate a process with technology, it’s unlikely a machine will ever truly know what ‘brand safety’ is because it’s a subjective term and the meaning will change with the times.

Coull employs both human and technological approaches to identify and prevent ads being delivered into content environments that may pose a risk to brand image. Bringing technology and human elements in at the right points in the compliance process means we can all bask in the brand safety glory.

___________________________________

Brand safety is at the forefront of our minds so that all of our partners have full trust in us and we hope that it encourages the rest of the industry to follow suit.

Let’s make 2018 the year we all put brand safety first.

Posted by Naomi Sandercock in Coull comment, Coull news
Press release: Coull earns JICWEBS Brand Safety seal of approval

Press release: Coull earns JICWEBS Brand Safety seal of approval

Coull has been verified to the JICWEBS Brand Safety Good Practice Principles by independent industry body ABC. The aim of the Good Practice Principles is to inject greater transparency into the UK digital ad market, ultimately giving brands greater confidence that their advertising will reach the right audience and will not be associated with content that could jeopardise brand reputation.

They have invested in, and improved, their proprietary technology to ensure anti-fraud and brand safety. Coull’s dedicated compliance team and partnerships with industry-leading verification vendors ensure a very comprehensive compliance process.

As a JICWEBS approved Verification Provider, ABC supplies the online media industry with a trusted and robust currency on which media space can be bought and sold. For more information on ABC’s Verification Service please go to www.abc.org.uk/verification/brand-safety

Dan Ginns, Managing Director at Coull, comments: "At Coull, we recognise the importance of transparency in the digital ad industry, and this means in all aspects of the digital chain. We are truly invested in the compliance process, which is why we’ve decided to go through the JICWEBS Brand Safety audit process as official recognition of this. We’re proud to say we’ve now achieved their seal of approval, so when companies partner with us, they can partner in confidence."

Simon Redlich, Chief Executive at ABC, said: “We are delighted to have verified Coull to the JICWEBS Digital Trading Standards Group (DTSG) Good Practice Principles. ABC’s verification service gives our industry confidence about compliance with JICWEBS industry-agreed standards and raises the bar in the important area of brand safety, a key milestone in the evolution of digital display advertising.”

Read more about how we ensure brand safety.

__________________________________

About Coull

Coull is an advertising technology company that specialises in video overlay advertising. Coull was founded in Bristol in 2008 and now has teams in Bristol, London and the US.

Coull is a unique advertising format provider for the open web with a proprietary programmatic platform. The Coull Platform consists of the Coull SSP, Coull Exchange and distinct Coull advertising formats - The OverStream Suite.

With nearly a decade of industry experience and a wealth of technological knowledge, Coull has become the video overlay advertising specialists and experts in the online video world.

About ABC

ABC delivers a stamp of trust for the media industry. We are owned and developed jointly by media owners, advertisers and agencies to set industry-agreed standards for media brand measurement across print, digital and events.

ABC is also a trusted verification provider. We audit media brand measurement data and the adoption of good practice and process to industry-agreed standards.

Established in 1931, ABC was the first UK Joint Industry Currency (JIC) and is a founder member of the International Federation of ABCs.

For more information please visit www.abc.org.uk

About JICWEBS

JICWEBS is the UK's Joint Industry Committee for Web Standards and is made up of the following trade bodies: Association of Online Publishers (AOP), Internet Advertising Bureau (IAB) UK, News Media Association, ISBA – the voice of British advertisers – and the Institute of Practitioners in Advertising (IPA).

For more information please visit www.jicwebs.org

Posted by Naomi Sandercock in Coull news, Press releases
We’re crowdfunding! Become a part of the Coull story

We’re crowdfunding! Become a part of the Coull story

EDIT (16/7/18): fundraising has now ended.

We are crowdfunding! But, hang on...what exactly is crowdfunding?

Crowdfunding is a way of raising finance that makes it easy for anyone to invest in a growing business, from as little as £10. We’re raising funds on Crowdcube, Europe’s leading equity crowdfunding platform.

What do we do and why are we raising funds?

We’re the advertising technology company that aims to make better online advertising experiences for everyone, and we need your help to do this

We are raising funds to:

  • Increase our sales team
  • Build upon our targeted marketing strategy
  • Continue with product development in line with client requirements

As a result, we can grow as a business in the £12bn UK digital ad market and most importantly, make online advertising a better experience for everyone.

So, how do we make advertising better?

Our innovative advertising formats give creative freedom to advertisers while ensuring the user viewing experience is enhanced rather than damaged. Importantly, our technology ensures that website publishers still get paid, thus keeping the internet free for us all.

How to get involved…

We’re raising investment through Crowdcube, a leading UK crowdfunding platform. Crowdfunding allows you to invest in Coull from as little as £10.

For the next 30 days, you can invest in Coull on Crowdcube and become a part of the Coull story.

If you have any questions, please get in contact.

Please remember, investments of this nature carry risks to your capital. Please Invest Aware.

Posted by Naomi Sandercock in Coull news
Meet two new (and pretty ‘Coull’) people

Meet two new (and pretty ‘Coull’) people

We’re pleased to welcome two new members to Coull…

Jamie, Coull Sales Director

Jamie – our new Sales Director

Jamie comes with blue-chip experience, having worked for tier 1 publishers including Northern & Shell and Trinity Mirror, but also major advertising agency holding groups, Group M and Omnicom. He will come to lead our sales and partnership team, delivering new revenue for the business.

 

Arron, Coull account manager

Arron – our new Demand Account Manager

Arron joins us to support our sales team and manage client relationships. He’s already gained valuable experience in the ad tech industry, having worked for the French rich media business, Sublime Skinz and will further strengthen our team in London.

 

We look forward to seeing Jamie and Arron become an integral part of the Coull team.

Posted by Naomi Sandercock in Coull news
The Power of Video

The Power of Video

Online video has been around ever since I can remember, I grew up with it - even if it was through a dodgy dial-up connection. But video advertising has also been around since I can remember, and it’s not all been as positive. Don’t get me wrong, when advertisers get video right, they really get it right, like this famous ad from Cadburys. But why are high-quality, memorable and relevant video adverts so few and far between?

Gone are the days when advertisers could spend weeks and months planning the perfect advertising campaign for a billboard or magazine page. We’re now living in a fast-moving, rapid-consuming world, we want video and we want it now. There’s a panic amongst advertisers, millions of videos are being watched every day and adverts need to follow that audience. And so, rushed, ineffective and non-engaging video ads are born, in an attempt to get something - anything - into the video space, ignoring quality and only focusing on the quantity.

And that’s just where the advertising industry has gone wrong. There’s such a rush to get into the video space, in front of an audience, that the most important thing has been forgotten...the people watching. There’s no use putting a message out there, if it isn’t high-quality content, if it doesn’t engage and if it’s not relevant.

Videos can be powerful, but we need to learn to harness that power to win over audiences once again.

The Power of Video

Last week, we hosted a breakfast event all about digital video, called The Power of Video. The aim of this event was to discuss the current state of the online video advertising industry and how to unlock the power of online video.


The IAB’s Senior Industry Initiatives Manager, Mike Reynolds, presented first, focusing on video trends and creative research. He shared some research to emphasise the huge growth of the video market.

Video is driving market growth

X3 | The time spent watching short video clips online has tripled in the last three years.

Source: IAB / YouGov consumer insights, October 2017

£699m | Online video has overtaken banners as the largest display format.

Source: IAB / PWC Digital Adspend Study H1 2017

But he also touched on how mobile is such a big influence on advertising spend.

Mobile video is also driving growth

68% | Mobile video is up 68% year on year, making it the fastest growing format.

Source: IAB / PWC Digital Adspend Study H1 2017

Lastly, he spoke about the IAB’s research, ‘Fit for Purpose’. This research looks at how advertisers tailor creative video ads for mobiles. If you would like to find out more about ‘Fit for Purpose’, the IAB is hosting the official research launch on 20th March 2018.

Next up was Coull’s very own Director of Agency Sales, Alex Wright.

Alex asked the question, why are videos so powerful? The answer: it’s part of our DNA. Paying attention to motion and avoiding cognitive strain are just a few reasons why we are hard-wired to favour video over any other format.

Perhaps more importantly for brands, is that videos can generate far more emotional cues than a photo can, with the ability to tell an extensive story and appeal to a wider range of senses.

It's ideas that evoke specific emotional responses: joy, sadness, anger, laughter etc. These emotions fuel passion and drive human behaviour while building a brand relationship with an audience.

Emotions form brand connections

But, as Alex went on to say, that power is being diluted through poorly made videos that don’t take their audience - or the device they’re watching on - into account. However, here are the 4 action points from Alex on how to get the most out of your video advertising:

how to unlock the power of video advertising infographic

Follow these steps and we can say goodbye to videos that make little to no impact and say hello to engaging, high-quality videos that connect brands and audiences.

Are you unsure of the best way to follow-up a pre-roll? This is where we can help.

We enhance the impact of your pre-roll by giving it an immediate follow-up within the video player. We can offer a variety of follow-up options from within our OverStream Suite. When you pair our OverStream formats with pre-roll, we call this DoubleUp.

Our OverStream Suite formats:

OverStream Banner - video advertising format

Banner

Our simplest format that delivers results from inside the video stream.

The Banner appears for 30 seconds, offering brand engagement opportunities. The user can choose to dismiss the advert at any time with a clearly distinguished close button.

 


 

Minimising MPU

Grabs attention and encourages action, with your audience in mind.

The Minimising MPU format appears in the corner of the video player for 5 seconds before minimising to a small ‘ad-expand’ icon that re-expands on user interaction. The user may then engage with, or close, the advert at their discretion.

OverStream Minimising MPU - video advertising format

 


 

OverStream OnPause - video advertising format

OnPause

An intelligent ad format, shown when the audience clicks pause.

OnPause delivers an ad on the video player each time it is paused by the user. This is easily dismissable via the ‘dismiss’ button or automatically when content is resumed.

 


 

 

However, we see the value of both high-quality pre-roll and high-quality video content. Our aim is to add value to any video. So, if you would prefer to not use pre-roll, you can still reach video audiences solely through any OverStream format, so you can still make use of a valuable and viewable online space.

If you’re interested in how Coull can help you harness the power of video advertising, check out The OverStream suite or contact us.

 

Take a look at the photos from The Power of Video...

Posted by Naomi Sandercock in Coull news