Posts in Advertising

10 interesting internet marketing statistics we've seen this week

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

Stats include mobile adspend, hotel search volumes, jobs at tech startups, Google's dominance of web traffic, big data, retargeting and social media.

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

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Is the strength of digital also its Achilles heel when attracting brands online?

We are lucky to be working in the digital industry as it provides the most targetable and measurable medium yet in terms of marketing.

With the ability to combine first and third party data, bring offline data into play and combine it with granular behavioural and audience data (such as pages visited, searches made, content viewed, and time spent on certain activities), very specific audience segments can be defined, built and reached.

If you want to build an audience of wealthy families who live in Scotland, are interested in curling and are currently reading regularly reviews on executive cars, as well as looking for quotes on car insurance for example, these people can be identified and targeted accordingly.

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How Channel 4's remit for innovation impacts its risk-taking ad campaigns

'Punch' is the part of the Festival of Marketing that celebrates creativity, and few organisations can be said to be as creative as Channel 4.

In fact it’s within the broadcaster’s official remit to be innovative and distinctive while also developing new talent.

C4 is state owned, but it doesn’t receive any taxpayer’s money and remains a not-for-profit organisation. Therefore all of its revenue is ploughed back into making new programmes.

And at Punch this afternoon C4’s chief marketing and communications officer Dan Brooke gave a peak under the hood of some of its recent marketing campaigns, which are also geared towards fulfilling its innovative and risk-taking mantra.

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avatar movie

Creative heresy? Using data in Hollywood to ensure box office success

Epagogix is a company that analyses scripts in an attempt to forecast US box office performance or TV audience size.

On the back of this script analysis, the company recommends box-office-increasing enhancements.

Nick Meaney of Epagogix was speaking to the audience at PUNCH, the Festival of Marketing’s creative-focused event in the East end of London.

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How to measure the effectiveness of ecommerce videos

Every ecommerce site needs video, which helps drive interest and engagement from consumers,  but how do you know if videos actually bring any money to the bottom line?

As a general rule, shoppers love videos, since they show off products in a way that still images can’t.

But how can site owners know if all the work they’re putting into videos is actually generating a return on investment?

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Festival of Marketing

The Festival of Marketing's inaugural University Challenge winners are...

The Festival of Marketing kicked off this morning with our Funnel B2B event in Old Billingsgate, featuring an agenda stuffed to the gills with top quality speakers plus plenty of room for networking on the side.

However the unofficial start to the week’s events actually took place last night with the University Challenge pub quiz, hosted in association with The Marketing Academy.

Some of the finest digital talent in the land competed with a few chancers from the Econsultancy blog to see who is the most informed marketing team in the UK.

The eventual winners were recruitment agency Propel Digital with a suspiciously high score of 58, and there were absolutely no sore losers... ;)

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Growth of Secure Search

Has the impact of encrypted search been consistent by sector?

At the end of September, Google confirmed the roll-out of Secure Sockets Layer (SSL) encrypted search to all users.

In short, this means that keyword-level data for organic (non-paid) Google traffic will no longer be provided. Consequently, website owners will no longer be able to view the keywords a visitor used in Google to find their website.

This announcement from Google will have a huge impact on the industry, with search marketers around the world rethinking metrics to track SEO performance.

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festival of marketing

Why the effective use of data is central to multichannel marketing

The Festival of Marketing is but a day away and the Econsultancy office is a hot bed of activity as our events team rushes around making sure to tie up all loose ends before everything kicks off.

The festival was inspired by our Modern Marketing Manifesto which aims to outline why we believe marketing is increasingly valuable and to define what it is to be a modern marketer.

One of the central themes running through the manifesto is the increasing importance of data driven marketing, so to find out more about this topic I spoke to Teradata eCircle’s country manager for UK and India Simon Bowker...

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Is your marketing truly disruptive?

Today’s businesses are so relentlessly driven towards bottom-line metrics that they end up being a lot less profitable than they could be. 

In this post, I'll explain why creating real sustainable profit may mean throwing out shareholder value metrics. 

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Mobile adspend up 127% to £429m in first half of 2013

Mobile adspend in the UK grew to £429.2m in the first half of 2013, an increase of 127% compared to the same period last year.

The data comes from a new report by the IAB, which also found that mobile now accounts for 14.1% of all digital advertising spend – nearly double the 7.2% for the same period last year.

Furthermore, fuelled in part by the roll out of 4G networks, mobile video advertising grew by 1,260% from £1.7m in the first half of 2012 to £23m in the first half of 2013. Paid search accounted for the majority (63%) of mobile adspend though with £271m invested in this channel.

Overall, the IAB stats show that UK digital adspend reached a record £3.04bn in the first half of 2013.

To find out more about how brands and agencies are approaching digital advertising come to Econsultancy's JUMP event on October 9 (this Wednesday), which is all about creating seamless multichannel customer experiences. 

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zeebox

Zeebox: insanely powerful advertising, but will it catch on?

We’ve covered second screening a bit on this blog (like this on Twitter's lead over Facebook), but with Zeebox providing an ever more sophisticated product, I don’t think we’ve fully taken stock of the possibilities for advertisers.

Yesterday I attended Mobile Marketing Live and listened to Ernesto Schmitt, CEO and Co-Founder of Zeebox, talking about the future for the product, and TV in general.

In this post I’ll look at what Zeebox looks like now, which broadcasters are supporting it, opportunities for advertisers, and other possible revenue streams for the company.

The question I'll attempt to answer - 'Are the incentives for users as broad as those for advertisers?'

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How TfL uses big data to personalise its marketing campaigns

Transport for London has the gargantuan task of carrying more than 1bn passengers each year, which means that the marketing team has an equally difficult job of keeping them all informed about upgrades and delays.

To find out more about TfL's marketing strategy and exactly what it does with all that Oyster Card data, I spoke to head of marketing services Julie Dixon.

Dixon is one of the speakers at our Crunch event on October 10 at Truman Brewery, London. Crunch is the event for the analysts and strategists who turns raw numbers into insight, then revenue. This event is one of five that make up our Festival of Marketing

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