Global ad growth driven by digital formats

Global ad growth driven by digital formats

According to the latest adspend forecasts from Zenith, a host of digital formats including social media, in-feed ads, paid content, online video and native advertising are helping to fuel the growth in global advertising. Between 2016 and 2019 Zenith said the ‘innovative’ digital ad formats will drive 14% annual growth in total display advertising, a category that still also includes traditional banner ads. Total display expenditure will rise from US$84bn to US$126bn over this period, accounting for 64% of all the growth in global ad expenditure. By 2019 total display will account for 50.4% of internet advertising expenditure, exceeding 50% for the first time. For the UK, Zenith forecasts total display to grow by 5% a year to 2019, when it will account for 37% of internet advertising expenditure. Zenith said most of the growth is coming from social media (which will grow at 20% a year) and online video (which will grow at 21% a year). “Internet display is coming into its own as a brand-building media, powered by social media and online video,” said Jonathan Barnard, head of forecasting and director of global intelligence at Zenith. “But the distinctions between online video and traditional television are being eroded, and the two work together much better than they do separately.” Zenith forecasts that global advertising expenditure will grow 4% to US$558bn by the end of 2017. This is down fractionally from the forecast of 4.2% that it made in June. The UK was the stand-out growth market in Western Europe from 2011 to 2016, growing at an average of 7.3% a year. However, a slowing economy, gathering inflation,...
The 2017 Interim results are in and ITV is on track to deliver

The 2017 Interim results are in and ITV is on track to deliver

ITV continue to grow their global family of production companies and in H1 they strengthened their international drama and format business with the acquisition of Line of Duty producer World Productions in the UK, Tetra Media Studio in France and Elk Production in Sweden. On-screen ITV are performing well. To the end of May the ITV Family share of viewing grew although they ended the first half flat as June last year included the benefit of the Euros. ITV continues to deliver the mass audiences demanded by advertisers as well as delivering the key target demographics. ITV is the only channel to deliver a commercial audience over five million and Love Island demonstrates that young viewers engage in great TV content. Online, Pay & Interactive grew revenues by 5% to £112m with double digit growth across Online and Pay. Online viewing was again up strongly at 34%. ITV continue to grow their digital capabilities and invest in the ITV Hub, ITV Hub+, BritBox US, their SVOD joint venture with the BBC and Cirkus, their SVOD proposition in the Nordics and Germany. They anticipate further good growth in Online, Pay & Interactive driven by VOD and Pay. ITV see opportunities to continue to invest in growing an even stronger and more resilient business. ”ITV continues to deliver the mass audiences demanded by advertisers as well as delivering the key target demographics. ITV is the only channel to deliver a commercial audience over five million and Love Island demonstrates that young viewers engage in great TV content.” Peter Bazalgette , Chairman of ITV. If you are interested in incorporating TV advertising...
RAJAR Q2: 2017 – What you need to know

RAJAR Q2: 2017 – What you need to know

Rajar releases the recent results for the radio market in Wales; giving us insight into the current listening patterns of Welsh radio fans. Heart South Wales had an excellent RAJAR and continues to be the number one commercial radio station in Wales with 451,000 listeners and 24% reach. Capital South Wales gained an impressive 30,000 additional listeners, now reaching 222,000 listeners per week with 21% reach. With a strong 27% reach, The Wave continue their come back after losing 17,000 listeners in Q4 2016, they have regained 4,000 listeners. Radio Pembrokeshire continues to achieve the highest percentage weekly reach of any radio station in Wales at 35%. Smooth South Wales has gained 27,000 listeners, their average listening hours are 7.2. Heart South Wales take the top spot with average listening hours at 10.5 hours per week, Bridge FM a close second with 10.3 hours and Heart North Wales in third place with 8.5 hours. In North Wales, Capital and Heart have the same weekly reach of 18%, however, Heart North Wales has higher hours per listener of 8.5 versus Capitals 5 hours. Smooth Radio North West & Wales saw the largest loss of listeners with 20,000. National After the majority of national stations saw a weekly reach decline during the first quarter of 2017, it’s great to see some decent increases in weekly reach for a number of national stations in the second quarter. With a 3% quarter-on-quarter boost, Total Global Radio UK kept the top spot with more than 23.3 million listeners tuning in each week – with top performers including LBC Network (UK) (up 14.6% QoQ), Smooth...
TV sponsorship helps build brand affinity

TV sponsorship helps build brand affinity

New evidence suggests that targeting people via their favourite TV shows has a positive and lasting impact on building brand affinity, proving its effectiveness as an advertising medium. The study found that the personality fit between a viewer of a sponsored TV show and the sponsoring brand is 53% higher than the fit between the sponsoring brand and a non-viewer. Viewers have strong affinities with their favourite TV shows and sponsoring brands borrow from the show’s personality, encouraging viewers to feel that the sponsoring brand is more for them. It also increases brand awareness, particularly for brands that are lesser known, where both their brand and advertising awareness scores were substantially higher for viewers of the TV shows they sponsored. (Brand awareness was 17.2% points higher than for non-viewers and 1.1% points higher for well-known brands.) TV sponsorships are perceived to be costly and therefore signify success, amplifying the brand stature. Viewers of a sponsored TV show are significantly more likely to believe the sponsoring brand is popular than non-viewers (78% vs.68%) Viewers were twice as fast as non-viewers to agree they would recommend the sponsoring brand. When the sponsorship creative was a good fit with the TV show, key brand health metrics for viewers of the sponsored show were 5% points higher than for non-viewers. When the fit was less obvious they were 2.4% points higher. In the long term metrics were maintained; in the six months following the end of a TV sponsorship, whilst ad awareness fell, brand health metrics fell at a far slower rate. On average, looking at 16 completed sponsorships one month after they...
Ad-funded free Wi-Fi kiosks launched by BT and Primesight

Ad-funded free Wi-Fi kiosks launched by BT and Primesight

The state-of-the-art replacements for London payphones finally launched this week, with Camden the first borough to turn on the shiny new machines. The new InLinkUK kiosks, which allow hundreds of users to access Wi-Fi, will also provide free landline calls and marks the next step in the evolution of payphones in the capital. Created via a partnership with BT, Primesight and Intersection, they will provide free Wi-Fi, calls and phone charging services – all funded by the incorporated digital advertising. The free services supplied by the kiosks will be funded by the ad revenue generated, but other “premium services” such as maps, directions and local services will also be available. Sensors will feature on the new Links, which can capture real-time data relating to the local environment, including air and noise pollution, outdoor temperature and traffic conditions. This could potentially introduce a new range of “smart services” to local councils and communities based on the Internet of Things, says BT. Only two 55-inch digital ad display Links have been installed on Camden High Street so far, with at least 1,000 InLinks being installed across central London and major cities across the UK over the next few years.   Advertisers will be able to buy on a ‘share of time’ basis in the kiosks placed only in high footfall, inner-city locations. They have also been designed to be seen by pedestrians as well as motorists. InLink will offer advertising for national brands, but will also support “community commerce” allowing local advertisers to buy screen time. It also offers opportunities to tailor ads to the weather and can promote local businesses...

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