Whoo boy, some clients do not like agencies

When they say you shop at Whole Foods, they don't mean you're a caring, socially responsible person.

Mobile device

Most read: Oh great, another type of ad fraud

Ad fraud detection biz Forensiq says it's discovered a new type of ad fraud – apps hijacking mobile devices.

The apps aggressively load ads, the vast majority of which are never displayed to the user. Some even randomly click on ads to game CTR numbers.

Forensiq's study detected fraudulent behaviour from 12 million unique devices over a period of 10 days, and based on the results tracking traffic at ad exchanges for 30 days, the company estimates these fake ad impressions could cost the advertising industry $1 billion this year.

But what about you, eh? If you have an app on your phone that's engaging in these shenanigans, it could be draining your battery and using up your data plan. Business Insider has some common sense advice from Forensiq.

Forensiq advises users to use common-sense when downloading apps to their phone. You probably shouldn't give a shooting game permission to access the internet, for example. Alarm bells should start ringing if an app asks you for permission to prevent the device from sleeping, run at startup, or modify and delete content on the SD card. And if there's an app on your phone that you don't use, you're best off uninstalling it.

There are thousands of legitimate-looking apps in the Apple, Android, and Windows Phone app stores running a harmful type of ad fraud, by Lara O'Reilly, on Business Insider UK

And what of the app stores, such as Apple's App Store and Google Play, where some of the apps identified by Forensiq could be downloaded? None of Apple, Google or Window offered comment to Brand Republic, but the Wall Street Journal's CMO Today reports Google Play has suspended some apps for violation of its terms of service.

M&C Saatchi's AI poster

Innovations: The rise of the ad-making machines

Yes, we are all going to be replaced by machines. Sure, David Cox, the chief innovation officer at M&C Saatchi, who are behind this abomination, said: "We are not suggesting a diminished role for creative".

But they have installed a genetic algorithm on two billboards in London, which try different executions of posters and tracks the public's responses to it. The creative then evolves based on what it's learnt. It's easier to understand if you watch this:

Hang on, so what the artificial intelligence has so far divined is "people like hearts"? Put your pitchforks down, your jobs are safe! Just make sure your children go into STEM careers. (We jest, of course, this is very, very cool.)

CMA industry report

Video: 50% of all mobile traffic is video and more eye-opening stats from the CMA

Are you in content marketing? Then you probably should have downloaded the Content Marketing Association's industry report by now. But if you haven't here's a quick sampling of its video insights:

  • Completed video view rate on mobile (0.49%) is twice as high as that on desktop (0.24%)
  • Users who had engaged with a video post spent 42% more, on average, than an image-based ad alone
  • Adding "video" to the subject line of your email will increase open rates by 19%
  • Adding a video to your website can drive an additional two minutes of dwell time

Download the report here.

Matthew Walter with LeBron James in Nike's Flyease viral video

Viral: Nike's Flyease trainers

Over on Marketing, Unruly look at a heartwarming, tear jerking video from Nike, surrounding the genesis of its Flyease basketball trainer.

The video's been shared more than 27,000 times since its release, more than the splashy Short a Guy spot.

Here's what Unruly make of it:

‘Flyease Story’ is a new direction for Nike’s online video branding, delving deeper into the relatable, essentially stories that drive more sharing in the current competitive online climate.

If the surprise success of viral PSAs in 2015 teaches us anything, it is that a real, personal interaction, underscored by a clear theme and sharing motivation, is far more valuable than the glitz and gloss of prestige advertising.

Unruly on 'Flyease Story'


From Mad Men to Sad Men graphic

Long read: Is the client/agency relationship in crisis?

Save this one for Sunday morning, when it's wet outside and you're cosied up in bathrobe and slippers. Leigh Thomas, chair of the IPA Client Relationship Group and chief executive of Dare, discusses the IPA report, From Mad Men to Sad Men, and asks, is the client/agency relationship in crisis?

Since this is not Sunday morning, it's 18:05(-ish) on a Friday, here's some of what clients had to say about agencies (the report asked agencies what they thought of clients, too, and things weren't positive, but not as biting).

"They are like nagging children. They have no awareness that they are only a small part of my role."

"There is a lot of nepotism within advertising."

"I don’t think any of them have ever been into an Asda store. They shop at Whole Foods."

What is to be done? Read what Leigh Thomas thinks.


Compiled by Jonathan Shannon

Is there something you’d like us to share in 18:05? Email jonathan.shannon@haymarket.com with the details.

We’d love your feedback. Tell us what you think of the 18:05 digest, what you want to see more or less of, and if you have any content suggestions. Comment below or tweet us @BrandRepublic #1805


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