Last month, Google redesigned its search engine results page, removing the paid results on the right hand side. The move reduced the total number of ads on the page and added a new fourth ad at the top. This has aligned the desktop user experience to that on mobile and caused major search advertisers to rethink their approach.
Posts Tagged: search
Spend on social advertising jumped 50% year on year in the last quarter of 2015, stimulated by new Facebook ad types, changes in bidding strategies and the wider availability of Instagram ads.
The analysis suggests spend on search advertising grew by 8%, driven in part by growth in retailers’ use of seasonal product listing ads (PLAs), which made up 26% of all search impressions (up from 8% a year ago).
Mobile continues to be the biggest driver of overall growth in both channels, accounting for nearly all of the annual spending increase in paid search. Read more on Infographic: Search vs social advertising spend…
The recent Warc and Deloitte 2016 Toolkit put moment marketing as the number one marketing trend in 2016.
To shed some light on the industry’s hottest topic, TVTY has released the first ever detailed analysis of UK moment marketing spend and strategies.
Here are four findings from the Moment Marketing Whitepaper.
This article is brought to you by our partners the CMA
With the International Content Marketing Summit just a few weeks away, Clare Hill, managing director of the Content Marketing Association, talks about the latest trends and explains why this year’s event has a special significance. Read more on Sponsored: Everyone’s welcome to the content revolution…
The internet age and an ongoing battle with copyright infringement has left many music and entertainment companies struggling to survive. In an industry increasingly ruled by Darwinism, firms must ‘adapt or die’ in the quest for success.
In its annual piracy statement published earlier this month, Google pledged to take further action to combat online piracy, promising to list legal and reputable sites such as Spotify and Amazon Prime in drop-down boxes at the top of searches for music and film content.
It has also promised, after initial reluctance, to take measures to penalise sites that link to illegal content, reducing their prominence in search results. However, take a closer look and it becomes clear that the legal services listed in drop-down boxes will be adverts, with firms having to pay for the privilege to confirm their legitimacy.
And today, media, especially digital, is relatively inexpensive. Which has a number of implications for marketers. First, marketers have many tools at their disposal as, on the face of it, marketing has never been so affordable. However, low barriers to entry for a mass media approach make for a crowded market. Which means gaining cut-through is increasingly challenging.
Brands continue to worry about channel proliferation, big data, social media and the associated complexity. However, with greater confidence, brands can afford to explore their options a little more. Read more on “Now is the time for marketers to take on the bigger issues”…
The era of ‘buy now’, ‘experience this’ and ‘order yours today’ in above the line advertising is over. With so many media channels for people to choose from and so much competition for attention, these traditional call to actions (CTAs) are becoming less effective – they are too obvious.
Welcome instead to the age where CTAs encourage their audiences to scrutinise and debate. The age where advertising promotes brand interaction instead of product sales. The age of ‘search for us’.
But why should you be driving customers to Google, instead of straight to your website? Read more on 5 reasons “search for” is the best call to action for brands…
The idea that we are standing at the precipice of a new age in the communications industry, wherein the more ‘creative’ media agencies are separating from the ‘old-school buying’ media agencies and securing creative mandate from advertising agencies occurred to me in the most poignant way over a year ago.
Imagine, the first local-market meeting with a new client after a new global media contract has been secured. The pitch was led and won on the other side of the world and this local client had very little input into the pitch process. Now, the local client is following their directions to onboard us, the new local media partners. It has been rumored that our new local client was perfectly happy with her smaller-scale buying-centric media agency. Read more on Rise of the global creative media agencies…
Those of you with children will know that now is back to school season, a frantic couple of weeks when pencil cases are checked, uniforms tried on again and black shoes assessed for size. Even if you don’t have children, it’s hard to avoid the posters advertising cheaper clothing and stationery dotted along the high street.
Staggeringly in 2013, this annual ritual takes place in a digital vacuum for 32% of parents, who do not research their purchases online, according to our research into the impact of online on this year’s preparations for the new academic year.
Budget airline Ryanair received more web traffic during June than British Airways and easyJet combined, but at the same time it spent nothing on online advertising or paid-for search.