Marketers set to double down on digital advertising despite measurement issues

JAMES WARRINGTON | September 12, 2019

article image
Global marketers are set to ramp up their investment in digital advertising next year, despite ongoing concerns about effective measurement of campaigns. Roughly 84 per cent of marketers plan to increase their investment in online video ads, while 70 per cent will ramp up spend on social media networks, according to a study published by Kantar. In addition, almost two-thirds said they will pump more money into podcasts amid surging popularity of the on-demand audio format. The continued confidence in digital advertising comes despite ongoing concerns about how to measure the impact of online campaigns, particularly due to control of so-called walled gardens such as Google and Facebook. In addition, the survey revealed the ongoing shift to digital formats will take its toll on print media next year. Around 70 per cent of marketers said they will decrease spend in magazines, while 66 per cent plan to cut investment in newspaper advertising.

Spotlight

Curious Limited

Hello, we’re Curious. A creative branding and communications agency – a company of creative thinkers, strategists, designers, digital innovators, problem solvers, passionate about building meaningful connections between brands and consumers. Our sense of curiosity brings brands to life, gets them talking, and makes sure they’re heard above all that noise.

OTHER ARTICLES

Apple Now Allows Push Notification Advertising

Article | March 4, 2020

The company stated that the majority of Apple devices now are running iOS 13. It is the latest iOS. With that in mind, developers must update their apps using the latest iOS and technologies available. Apple requires developers to use the iOS 13 SDK when creating new apps and updates. This new guideline will start on April 30, 2020. With this kit, apps can provide features, like Dark Mode and others. Furthermore, the company wants developers to ensure that their apps are compatible with supported devices, like the iPhone 11 and the latest iPad. With the latest App Store guidelines, Apple is lifting its restrictions regarding push notifications. The company has banned apps from using push notifications in promoting or advertising products. However, this ban has been lifted as per the current guidelines.

Read More

Be brave with your advertising – in difficult times, your consumers need you

Article | March 4, 2020

Brands that continue to advertise through the coronavirus crisis will enjoy increased salience as consumers use media to occupy their time – and if you don’t, your competitor will. The most common question I’ve been asked by brands in the past two weeks is: “Should we continue to invest in advertising during the coronavirus outbreak, when so many people are isolated?” Marketing Week’s own figures show that many marketers are delaying their campaigns during this time. The truth is, none of us really knows the answer, but I can’t help but feel that for consumer brands this is the time to show that your brand matters. During times of uncertainty and hardship, we look for support, reassurance and even entertainment from brands we trust. It’s in uncertain times when we’ll need and remember you the most.

Read More

Marketers Need to Invest in Detailed Geo Targeting Now

Article | March 4, 2020

Geo targeting is the most under-utilised targeting element available to marketers today, giving a huge opportunity to brands that invest time and money in smarter geo targeting. Most advertising platforms now allow for detailed geo targeting – often down to a zip code/postcode or even to GPS coordinates. Yet it is amazing how few advertisers are consciously investing effort in this area. Audience targeting/ retargeting (via cookies) has dominated online display advertising and is now under threat from legislation and the end of third party cookies. Targeting in search and demographic targeting in logged in social networks attract huge spends. With the end of cookies it has been contextual targeting getting the most attention. This has relegated geo targeting down the list in terms of investment and understanding. This is a mistake as in fact it has many benefits, and to succeed advertisers need to understand how it impacts their business.

Read More

Discover the Top Perks of LED Advertising

Article | March 4, 2020

Television and newspapers are some traditional methods of doing advertising. Recently to create a significant impact on the audiences, the businesses are focusing on digital solutions like LED advertising screens. One can use the LED advertising screens for presentation, conference, exhibition, brand awareness or stage effect. According to a survey, it has been revealed that the passerby easily recalls the ads displayed on the giant LED screens. It has a serious impact on the brain, and hence the incorporation of LED advertising screens can be seen in businesses.

Read More

Spotlight

Curious Limited

Hello, we’re Curious. A creative branding and communications agency – a company of creative thinkers, strategists, designers, digital innovators, problem solvers, passionate about building meaningful connections between brands and consumers. Our sense of curiosity brings brands to life, gets them talking, and makes sure they’re heard above all that noise.

Events