eMarketer’s UK Digital Ad Spending Report – key insights

eMarketer recently released their UK Digital Ad Spending Report which looks at how investments in digital budgets have changed and are forecast to change by 2017.  The report is currently offered as a free download courtesy of Wildfire by Google (registration required).

I’ve pulled out the key insights and pertinent facts that I took from the report which contains some great graphs and charts.

Key Insights

  1. UK digital advertising spend will eclipse non-digital ad spend in 2016 due to the growth in mobile.
  2. Google will continue to dominate UK search revenues, but will also experience growth in display revenues, primarily due to YouTube.
  3. Ad agencies need to fill knowledge gaps in order to effectively sell mobile ads to clients.
  4. Internet videos offer an opportunity for brands as they provide a different experience for customers and demand is high. Continue reading “eMarketer’s UK Digital Ad Spending Report – key insights”
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Big brands and their digital plans – in the firing line!

Yesterday afternoon a last-minute arrangement saw me on the keynote panel at the Search Engine Strategies event in London.  The panel was billed as, “Big Brands and their Biggest Plans Yet“, and I was alongside companies such as Yahoo, the British Museum, Local.com and SAP, with some agency representation as well.

At the end of a long day I thought the room would be fairly empty, but the promise of cocktails after the session must have kept people hanging around – and Aaron Kahlow of Online Marketing Connect, who was chairing the panel, prompted the audience to go for a “no holds barred” approach to their questions.

Following are some of the questions and responses from the panel (paraphrased from memory!): Continue reading “Big brands and their digital plans – in the firing line!”

Drive: the truth about motivation

On Friday morning I was fortunate to attend a breakfast briefing with Dan Pink, author of Drive: The Surprising Truth About What Motivates Us, in conversation with David Rowan, editor of Wired UK.  Dan outlined the premise of his new book – that the current theories around motivation – i.e. external rewards like money and fame, or the fear of punishment (AKA the “carrot and stick” approach)  – do not work.  Continue reading “Drive: the truth about motivation”

SEO – advancing the science of search

Advancing the science of search – beyond the web

A lot of time and effort goes into SEO audits – not just the review of your site and the insights and actions required to improve your rankings – but a strategic decision on the keywords to optimise around.  i.e. what you want to be famous for.

The question is whether those keywords are then applied across ALL of the tactics and content you create.

We can’t control search behaviour.  When a customer is at the early stages of identifying a need and at the top of the buying funnel, they’re not searching for your company, products or solutions.  All we can do is try to align generic keywords to their issues and aim for a share of searches.

Applying keywords to content Continue reading “SEO – advancing the science of search”

The YouTube Effect

Much has been made of the YouTube effect – suddenly what you say in private can be captured on film and broadcast to the world.  Information is made available to millions of people online in an instant – with both positive and negative implications.  It came up as part of the US Congressional campaign, has had an affect on foreign policy and has impacted TV networks.

A couple of weeks back I met with Darren Waters, ex BBC Technology Editor and now Managing Director of Monument PR, and we discussed the YouTube effect in terms of digital media.  Continue reading “The YouTube Effect”