Posts in Advertising

Is editorial the new e in ecommerce?

Since the very first emergence of an add-to-basket logo, brands and publishers have been evolving their product content to create a more inspirational offering, one that can lead smoothly to a transaction.

However, the road from inspiration to transaction has often been a bumpy one.

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UK digital ad spend up 12.5% to £5.42bn in 2012: report

UK digital ad spend increased by 12.5% to almost £5.42bn in 2012, according to a new report from the Internet Advertising Bureau (IAB).

The figures show that marketers have responded to the fact that smartphone ownership now stands at more than 64% in the UK by investing a massive £526m in mobile advertising.

This represents a rise of 148% on 2011 and the real term increase of £322.7m accounts for more than half (53%) of the £607.3m increase in total digital ad spend.

Overall mobile accounts for 9.7% of digital ad spend compared to just 1.1% in 2009, which underlines the growing importance of this channel.

But despite the massive increase in investment there is some evidence that work still needs to be done to improve the impact of mobile ads. A recent survey by Nielsen found that 53% of smartphone owners claim to have never received adverts while using their device.

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Big brands capture reactions to ads with new video technology

A few years ago, I had coffee with Nick Langeveld, who left Nielsen to run business development for an interesting company called Affectiva. He was telling me how the company, an MIT labs spin-off, was going to make measurement in a new direction by measuring people’s facial expressions.

Like Intel, who is going to start shipping set top boxes that know who is watching television, Affectiva is using the ability to watch consumers through their webcams as they consume video, and measure the emotions in real-time.

Now, marketers could see the exact moment when they captured surprise, delight, or revulsion in a consumer—and scale that effort to anyone with a webcam, who opted into their panel. This sounded great, but I wondered if and when large marketers would adopt such technology.

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Why you’re probably missing a chance in search with video

SearchMetrics recently released a study into the changes in Google’s Universal Search results over the last year.

Universal Search is the way Google “blends” image, video, news, maps and shopping search results into the normal search results. 

In this post, I'll outline the ever increasing case for optimising video.   

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10 interesting digital marketing stats we've seen this week

Here are some of the most interesting digital marketing stats we've seen this week.

Stats include mobile strategy, interactive and outdoor advertising, email open rates, and online customer service. 

For more digital marketing stats, check out our Internet Statistics Compendium.

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Google Plus Sign-In

Ultimate guide to Google+ Sign-In: more than authentication

With social media authentication a common sight across the web, Google takes it one step further with their latest Google+ Sign-In. 

With many questioning the worth of Google+ as a social media channel, there needed to be a change in their marketing model to give brands and publishers a reason to invest time into the platform. So, bright and early on the morning of February 26th, Google introduced Google+ Sign-In to the web community.

Now it is possible for users to sign into a website via Google and bring along their information from the Google+ social graph for an “upgraded experience”; something Facebook and Twitter have been doing for a long time.

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How video can improve ecommerce results

Videos are a powerful way to showcase products on an ecommerce website, and savvy online retailers are discovering ways to get the best return on their investment in video.

For example, videos can help improve SEO campaign results, and user-generated videos can help boost conversion rates.

Almost every type of website you visit these days  features video prominently, since website visitors and shoppers have a growing appetite for video.

It’s more engaging for website visitors, and tells a brand or product story in a more immersive way than text and images do.

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What’s really challenging the online performance marketing industry?

So we’ve proved online performance marketing is big, but what’s next? 

The headlines attached by the IAB and PwC to the ground-breaking study into Online Performance Marketing say it all: 'The UK's "hidden" £814m online economy'.

The report has provided fantastic ammunition for everyone involved in affiliate marketing and lead generation, whether talking from the network perspective, publisher or even client side, to point to the enormous value that OPM delivers.

We can see where the 12% average growth per year over the last five years has come from and where the potential for future growth might be. Financial services accounts for 45% of total spend retail 20%, media and telecoms at around 10% and travel and leisure at 9%.

Most large brands in the UK are involved in affiliate marketing and the study also signalled continued rapid growth with an average increase in investment of 25% this year.

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How mobile-optimised sites drive conversion rates and AOVs

Over the past two years we have witnessed traffic through mobile devices increase from 2% to 19% of total network clicks.

If we exclude tablet devices from this equation, traffic through mobile handsets has grown from 1.8% to 11%. 

With consumers increasingly using mobile devices to access the internet, it becomes of paramount importance to ensure that the mobile user journey is optimised for this experience.

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Only 50% of agencies plan TV and digital video campaigns together: report

Despite a growing convergence between TV and online advertising, only half of agencies (50%) currently plan their TV and digital video campaigns together.

However the situation is likely to improve, as more than two-thirds (67%) of those who don’t plan TV and digital video together indicated that they would begin to do so in the next 12 months.

The findings come from research by Adap.tv and AdMonsters into how publishers and agencies view online video.

One of the issues preventing a more joined up approach to online and offline video advertising could be the difficulties involved with measurement.

About 43% of agencies agree (7% strongly) that they simply don’t have the tools they need to enable truly unified planning and measurement of TV and video campaigns. 

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Catch up on what you missed over Social Media Week

Over the last week, the Econsultancy team has been jumping from venue to venue, listening in on some great sessions and workshops as part of Social Media Week 2013

As we know our readers are not all based in New York, we thought we'd go through the list of some of the great sessions we saw and share those that have a recorded live stream that we liked so you can watch it for yourself. It's like you were there with out having to deal with subways or the rain of last week. It also means you weren't in New York, but hey, it's much cheaper this way.

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Coming soon: paid YouTube channels?

When Google purchased YouTube for $1.65bn in late 2006, some wondered whether the acquisition would be the Web 2.0 equivalent of Yahoo's ill-fated billion-dollar purchase of Broadcast.com during the first .com boom.

It was hard not to be somewhat skeptical: YouTube was an expensive operation to run and was facing the same type of legal assault from Hollywood that basically killed Napster 1.0 years earlier.

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