In this blog, MEC's Ed Kitchingman suggests that Social media hasn't set the ad industry back, nor is it a poor misguided cast-off. Brands that get it right, benefit from campaigns with greater reach, engagement and creativity
Ian Leslie wrote a much-praised piece last year in the Financial Times on 'How the Mad Men lost the plot'. the article critiqued the ad industry and its previous obsession with digital. It's a good read and makes some great points.
This guest blog is by Nick Licence, Regional Strategy Planning Director at DentsuAegis / SenseAsia
Network capability, brand trust, price and convenient service are the factors defining consumer intent in the telecommunications product sector in South East Asia, new research reveals.
Native advertising has reached a crossroads. The rapid rise in its popularity over the last few years has brought us to the point at which we are at today; a ridiculously cluttered and confusing marketplace. Native is in a mess and it's no wonder marketers don't know its place or future.
I can't say I was wholly surprised by the findings of a recent survey from Trusted Media Brands Inc (TBMI), implying that fewer marketers plan on using native this year when compared to 2015 (45% versus 50%).
This guest post is written by Ollie Henderson, Founder of engagement marketplace, Silence Media
As digital ad spend reached a record high in 2015, the cost of ad fraud also rose to an estimated $18.5 billion – accounting for 34% of overall digital expenditure. It’s hardly surprising, therefore, that ad fraud and viewability remain at the top of the agenda as the new year begins.
The DMA International ECHO Awards 2015 went live on warc.com last week. The awards are given to campaigns that have the power to change business. Each winner has the perfect combination of visionary strategy, compelling creative and breakthrough results. There were 64 case studies in total. Here are my highlights.
In this blog GroupM’s Adam Smith examines the ad forecast for 2016 and explains some of the reasons why UK ad investment could be outrunning GDP growth for five years in a row.
Aggregate demand in the UK looks well-set
for the year ahead, although still dependant
on the consumer as opposed to the smaller
components of investment, government and
exports. 74% of the working age population is
employed, the highest rate ever recorded, and
the working population numbers a record at
31 million. Workers’ real wages are rising and
almost restored to their 2008 peak. Energy
prices and property wealth are also consumer
tailwinds. The headwinds seem to be abating,
chiefly the China slowdown, uncertainty about
what the government will cut, and immediate
interest rate rises. Even the Eurozone is
perking up thanks to QE, cheap energy, and a
more competitive euro.
This post is by Mobbie Nazir, Chief Strategy Officer, We Are Social
Predicting the future is a dream as old as history, from consulting the Oracle at Delphi in ancient Greece to the work of Nostradamus in Medieval France. This fascination has persisted into the modern day, which is littered with visions of the 21st century that never came true - but that doesn't stop people and organisations from trying to see what's around the next corner.
Today, we make forecasts all the time - from predicting traffic flows to the demand for turkeys at Christmas. Traditionally, these predictions have been based on what people have already done - but now with the wealth of real-time data available at our fingertips, we're starting to see models of prediction of how people are "about to act".
In the fast-moving world of social platforms, Facebook and Twitter are now part of the establishment and using TV advertising to fend off new and innovative rivals.
This post is by Gearóid Godson, MEC.
Facebook's 'the friends' campaign has been on our tV screens as well as billboards sincemarch of this year. I'm sure you've all seen it. At first glance, it is the TV aspect of this campaign that seems a bit of an anomaly on the advertising ecosystem – one of the main pillars of the 'new' media sphere falling back on one of the oldest advertising mediums to get its message out to the public.
What does Facebook have to gain from the ads?
The latest GlobalWebIndex data shows that 78.4% of UK adults have a Facebook account – a figure that is close to saturation point. At this stage, any growth in this figure is likely to be minimal. So if growth isn't the main focus, what is? Well, when we look at the 'active usage' figures, we can start to see the reasoning behind Facebook's investment.
We estimate global advertising spend (based on 12 major markets) increased by 2.2% in purchasing power parity (PPP) terms in 2015. This is mildly below our previous expectations in July (-0.1pp). A further rise, of 4.4%, is forecast next year.
After allowing for inflation, real adspend growth is expected to be 1.1% this year and 2.3% in 2016.
When measured using PPPs, the 12 markets studied in our International Ad Forecast account for just over two-thirds of global advertising expenditure, so act as a sufficient bellwether for the state of the industry at large. Many are considered mature, and therefore offer trend insights that will evolve in emerging markets over the coming years.
One such pattern is the shift in ad budgets from so called ‘traditional’ media to digital channels. This is epitomised by the rise of advertising via the internet, mainly under the umbrella forms of search and display, but increasingly among the macro formats of video, social and native. Further, mobile is now seen to be acting as a key driver of total online growth.
This post is by Stephan Loerke, Managing Director of the World Federation of Advertisers
By June 2015, almost 200 million internet users were estimated to be actively using ad blocking technology.
A week following the launch of iOS 9 in September 2015, ad blockers occupied first and third place in the most downloaded, paid-for apps across the entire app market.
These are very concerning developments for all responsible brand marketers.
The explosive adoption of ad-blocking solutions which we are experiencing today around the globe will disrupt the way international marketers communicate with the people of tomorrow.
So far, much of industry’s response has been directed at ad blockers themselves. Some have tried to use technology to circumvent ad blockers, raising the prospect of a highly damaging technology war. Some have launched legal proceedings, while a number of publishers have attempted to educate users on the consequences of ad blocking on the creation of editorial content.