The signs are relentless. PWC predicts that the UK entertainment and media sector will be worth £63 billion by 2016. Crucially, PWC forecasts this will be driven by 12% year-on-year growth in internet advertising; cementing the UK’s position as the largest internet advertising market in EMEA.
Tag Archives: online advertising
Brands want specific online engagement with consumers, so they need a very specific analysis of consumer habits on the web when planning and executing online display advertising. Read More
It’s difficult to talk about time without stumbling into cliched phrases, but it seems right to talk about the importance of time for two reasons. The importance of time-spent cropped up in a recent survey conducted by the IPA that ranked the best in the industry. I should take this chance to congratulate the guys at InSkin, who pipped us to the post by a mere 0.7%. Such a close run race shows that clients really do have a choice of quality partners.
But given that the technologies we use is broadly similar – it’s the X factors that create the differentiation, and most of these X factors are determined by the relationship with the client: the quality of brief responses, the delivery of innovative content solutions, proactive communication of opportunities, regular constructive contact with the sales team, and the all-important agency/media owner partnership. Read More
According to IAB UK, online ad spend in the UK grew by over 12 percent in the first half of 2012. While the market is unquestionably exploding, understanding of how it actually works can at best be described as evolving at a snail’s pace. This disconnect has its reasons – but also repercussions, especially when it comes to measuring how display ads online impact something as seemingly nebulous as brand awareness.
With established channels like TV and print, advertisers have long grasped the difference between a growth in brand awareness and an increase in immediate response. But in the digital world, that lesson has apparently yet to be learned. Read More
A milestone has been passed this year in terms of the growth of digital advertising in comparison to print media. Statista has published a chart that perfectly illustrates how the market has changed in the past decade and how great the decline of print has been across the board.
In the first six months of 2012 Google made $1.6 bn more in ad revenue than the entire US print industry — that’s not just newspapers, but magazines too. Google made $20.8 bn in ad revenue while US print media generated $19.2 bn.
This baton passing moment comes in the same year that the print edition of Newsweek was axed and others speculated about the future of papers like the Guardian. Read More
A few weeks ago I wrote a story about LinkedIn and their aggressive approach in turning their platform into Temptation Island when it came to moving jobs. My ire was drawn from all the fabulous new ways they’ve conjured up to move jobs. Clever display adverts that put my head under a fancy job title, jobs I might be interested in floating down my newsfeed and a daily digest of jobs I might like on a weekly basis, usually at my weakest on a Monday.
The post had quite a lot of interest from business owners, to recruitment consultants to, would you believe it, LinkedIn themselves. They got in touch and wanted the chance to explain their vision and why my view, though valid, might have different facets unconsidered in the original piece.
Print isn’t dead, not by a stretch, but print advertising is looking at the tail lights of internet advertising in the US for the first time. A significant moment, but TV remains much bigger than online.
Even though this has come ahead of predictions, it was expected later this year, it can’t be much of a surprise. Read More
According to the latest comScore figures Facebook is dominating the US display market with a 23% share and that domination, as it pushes towards one billion users, is only going to grow.
Facebook had more than double the share of impressions of Yahoo! at number two and almost five times as many as third placed Microsoft with top ten advertisers including AT&T, GM, Walt Disneyand Procter & Gamble. Read More
Last week we got the news that the ASA (Advertising Standards Authority) are due to extend their remit of internet control via the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (the CAP Code). Now it will also apply to marketing communications online in non-paid-for spaces, such as publisher’s own websites and social networking sites.
CAP codes include the rules relating to misleading advertising, social responsibility and the protection of children. The remit will apply to all sectors and all businesses and organisations regardless of size.
I’m broadly in favour of this move, although it may be a case of preaching to the converted … As Patricio Robles at Econsultancy pointed out: “legitimate businesses aren’t behind most of the egregious online scams that ensnare online consumers. Scammers don’t care about the rules, and for consumers, the ASA’s ability to regulate won’t be nearly as important as its capacity to enforce.”
Defining what is, and what is not, going to fall under the new rules is going to be tricky, though the ASA have made a good stab at it. The new regulations apply to communication “directly connected with the supply or transfer of goods, services, opportunities and gifts, or which consist of direct solicitations of donations as part of their own fundraising activities”.
Journalistic and editorial content and material related to causes and ideas – except those that are direct solicitations of donations for fund-raising – are excluded from the remit.
Working for eModeration, a UGC moderation agency, I was especially interested in how this applies to user generated content. It would seem that in order to be regarded as a marketing communication and thus fall within the scope of the CAP code, the UGC must:
1. Be directly connected with the supply or transfer of goods … etc.
2. Be adapted by the brand and incorporated within their own marketing communications – i.e. be published by the brand and not the user.
So – in the case of a competition to submit a video which will, after winning, be used in an online campaign, the case is clear: the video used in the campaign must comply with the code.
But could it be argued that ALL UGC featured (for example)on a brand site or Facebook page acts as advertising for the brand, and ultimately promotes sales? (And if it doesn’t, then you have to wonder why brands are getting involved with social media at all …)
Ah, the thorny ROI argument. If the social media pundits are to be believed (and I do believe them), then the engagement with the online public ultimately, if indirectly, promotes business growth. That being so, should the CAP code be applied to all UGC published on a brand’s site, ALL UGC be moderated, and the moderation criteria need to be CAP code compliant?
I wouldn’t want to be accused of taking this position simply in order to drum up more moderation work for eModeration though … it’s a genuine question. What do you think? When does UGC published in a brand’s own space become a marketing communication? By the way, I’ve just read a good post on the subject from Tony Foggett, CEO Code Computerlove in NetImperative on the subject – take a look.
With the football season now upon us, there’s every chance you’ll soon be confronted in your front room by a mildly aggressive Ray Winstone cajoling you into parting with some of your money on an impulse bet. This would be the new bet365 TV ad campaign that airs during breaks in sporting events, flashing up current odds on bets that can be placed online. It’s all quite clever, with odds and variables such as next goal scorer, final score etc accompanying Mr. Winstone on screen, generated depending on the status of the game taking place at that time. Read More