From first-party data and retail media, to ad creative and upper-funnel campaigns, the 2022 trends list is dominated by the ongoing challenges created by Covid-19, changing views on privacy, and a talent gap.
This report is an introduction guide aimed at advertisers who are new to digital, covering the breadth of the digital advertising industry, as well as providing signposts for readers who want to find out more about this broad topic.
The purpose of this guide is to provide an overview of the opportunities, risks and the required investment of time, effort and budget to create a successful paid social media strategy. It also covers how to run, manage and evaluate campaigns.
Econsultancy’s refreshed and updated series of Paid Search Best Practice guides covers everything marketers need to know about the complex, though potentially very lucrative, area of paid search advertising.
This report provides guidance on setting up and running a highly effective programmatic marketing campaign, serving as an informational tool for advertisers who run their ads programmatically, an audit guide for agencies that deliver the programmatic activity and a best practice manual for the trader.
In March 2021, Google announced on its Ads & Commerce blog that it was “Charting a course towards a more privacy-first web”. The blog post was a re-affirmation of Google’s commitment, first revealed in January 2020, to remove support for third-party tracking cookies in Chrome from 2022, and contained further details about how it plans […]
This report looks at how brands can identify clear objectives, fine-tune audience profiles and plan their distribution strategies, getting to grips with the numerous different platforms on offer. Some of the key technical aspects needed to commission video and work with specialist partners are also covered.
The 2020 Digital Trends report looks at the most significant digital-related trends that are driving marketing and customer experience strategies today.
A collection of the most recent statistics and market data on online marketing, ecommerce, the internet and related digital media, drawn from Econsultancy’s Internet Statistics Database. Aimed at marketers looking for benchmarking stats, evidence for use cases or persuasive figures for procuring investment.
With shoppers now turning to ecommerce channels as part of their everyday purchase journey, FMCG manufacturers are suddenly having to re-evaluate how they create and convert demand for their products and re-consider how and where they invest in brand advertising and marketing. There is a growing need to divert more spend towards digital media to influence their target audiences closer to the online point of purchase.
In March 2021, Google announced on its Ads & Commerce blog that it was “Charting a course towards a more privacy-first web”. The blog post was a re-affirmation of Google’s commitment, first revealed in January 2020, to remove support for third-party tracking cookies in Chrome from 2022, and contained further details about how it plans […]
As we look ahead to 2021, the advertising industry’s attention is turning once again to a world without cookie-based measurement and targeting. How should the industry adapt, and what trends will come to the fore? We asked some experts in data and advertising for their predictions.
Google plans to block third-party cookies in its Chrome browser by 2022 and the ad industry is up in arms.
Susan Pratchett is Managing Director for Europe at Virtue Worldwide, a creative agency born from the Vice Media Group. I recently caught up with Susan to discuss her role and her opinions on the evolution of brand advertising. Tell us about your role… What does a typical day look like for you? I’m Managing Director […]
Companies are ramping up investment in experiential marketing, as consumers crave in-person experiences. According to AnyRoad, 81% of brands say their event and experiential budgets will “match or exceed” pre-pandemic levels in 2022. But post-pandemic, is experiential strategy the same? Here’s a look at how companies are attracting people IRL, and some trends driving the industry. […]
In June 2021, China officially passed one billion internet users, with 71.6% of its population connected to the internet, according to the 48th Statistical Report on Internet Development in China. For would-be advertisers, this is an immense potential market, and programmatic advertising offers a flexible, efficient, scalable and targeted way to reach these consumers. However, […]
Leadfamly’s CEO shares some key takeaways from recent research into the impact of game mechanics in marketing.
Gaming and home entertainment in all their forms have soared thanks to the pandemic, creating an unprecedented opportunity to marketers and advertisers, who are intent on reaching these newly captive audiences. In this article, we’ve collected together statistics, reports and figures that illustrate how the ongoing Covid-19 pandemic is affecting everything from gamer demographics to […]
With sustainability moving firmly from a niche consideration to a mainstream concern, the wider ad industry is increasingly reckoning with its impact. Organisations that are willing to grapple with these issues will be ahead of the curve in 2022.
I recently caught up with James Brown, who is Head of International for the sell-side advertising platform, Magnite. We discuss his role, the impact of new privacy measures, and the future of programmatic.. What has been your biggest achievement since you’ve been at Magnite, and can you explain your role? Magnite was born by bringing […]
Ryanne Laredo is CCO at Smartly.io – a social advertising automation platform. I recently caught up with Ryanne to discuss her role in depth, how data can enhance ad creativity, and her thoughts on the future of the industry. Tell me about your role… what does a typical day look like for you? In April […]
Good Growth chief product officer Michael Duke offers four ways to determine the real value of social advertising when the majority of users through social media fail to convert.
Looking to 2022, we’ve collected predictions from the world of adtech and performance to find out the big trends of the next 12 months in digital advertising. From first-party data and retail media, to ad creative and upper-funnel campaigns, the list is dominated by the ongoing challenges created by Covid-19, changing views on privacy, and […]
The ongoing coronavirus pandemic is impacting every part of our lives, from the places we can go to the way we spend our time, to the priorities we have and the way we spend our money.
Welcome back to our regular roundup of stand-out social campaigns.
Netherlands-based GAMMA used search data to optimise its DIY instruction videos and their distribution which led to high rankings and an 88% increase in customer purchase intent.
The beauty brand worked with The Media Image on a multi-channel digital advertising strategy which delivered a higher return than would have been possible with a silo-ed approach.
VidMob’s Intelligent Creative platform used AI analysis of advertising creatives to optimise campaigns, leading to a 26% uplift in Ads Quality Ranking.
An overview of digital advertising, how it works and how to align it to your customer journey. The various buying and targeting options; the technology and key enablers, and native advertising.
How sophisticated tracking techniques are giving marketers better ways to target consumers.
Understand what programmatic means and the key terminology for marketers.
How the video advertising market provides new targeting and content opportunities.
The key types, how they appear to users, and the rich data targeting capabilities.
10 tips for success in optimising programmatic media.
Learn how to actively get your message in front of the right people through all forms of paid, earned, owned and shared activity; and how technology is accelerating opportunity.
Ben Potter argues that although many agencies have become more efficient during the pandemic, there are still those that must sharpen their positioning to prevent common mistakes in pitching.
Danny Donovan is the UK CEO of Mediahub. We caught up with him to find out how his role has been impacted by Covid-19, as well as his hopes for the future.
Lesley Duncan is the strategy director at ForwardPMX, a brand performance agency. We caught up with Lesley to find out how Covid-19 has impacted her working life.
Location data is a valuable commodity and its value is only increasing as the war on cookies intensifies and some marketers embrace it as a “cookie for the real world”.
Location, location, location. Advertisers know it’s important, which is why they often target users by their location. Location represents more than a place; from it, advertisers often make inferences about everything from intent to demographic characteristics.
According to BIA/Kelsey, location data will be used in upwards of $38bn of mobile ad spend in the US this year, but unfortunately for marketers paying to reach consumers in specific locations, the evidence suggests that much of the location data being used in location-based ad targeting is not only inaccurate but totally fraudulent.
There is currently a thirst in the industry for a solution to bridge the gap between television advertising and online advertising.
If I asked you to think of your favourite advert, what comes to mind?
The popularity of streaming shows no sign of waning.
In 2005, Apple integrated podcasts into iTunes, and Steve Jobs referred to the channel as being like “TiVo for radio”.
We are currently in a new age of audio opportunity and potential.
According to Canalys, global smart speaker usage is forecast to grow 82.4% in 2019, rising from 114 million units in 2018 to 207.9 million this year. In the UK, specifically, the number of smart speaker users is predicted to grow 31.6% to 12.6 million also in 2019.
Through 12 engaging video modules, recommended readings and quizzes to test your knowledge, you’ll learn the fundamentals of digital marketing. Includes modules on advertising and measurement.
Keep up to date with the latest advertising statistics via the Internet Statistics Database. Browse, save and export charts as you go.
