Marketers report increased adspend despite falling confidence amid Brexit

Marketers report increased adspend despite falling confidence amid Brexit

According to the IPA’s Bellwether Report, UK marketers have “held their nerve” in the face of an uncertain business climate following the UK’s Brexit vote. In Q3 of 2016 13.4% out of 300 marketers surveyed increased their ad spend. An increase of 10.7% from Q2. However, the advertising market remains uncertain since Brexit having an impact on financial prospects over Q3. 12.1% of marketers were pessimistic about their industry’s financial prospects down from -8.1% in Q2 and the lowest recorded figure by the survey since Q4 in 2012. However, they seemed more confident in their own businesses during Q3 with 31% expressing optimism and a net balance of 10.6% but down on Q2 which posted 13.7%. The report forecast ad spend up  1.9%, from the expectation of 0.2% decline, but it expects a 0.7% drop in 2017. A growth of adspend is projected for 2018  up  +0.2% , 2019 +2.4%, 2020 +2.7% Events budgets grew in Q3 by +9.9% Internet budgets grew in Q3 +4.9%. Main media advertising fell by 3.8%, in Q3 compared to a rise in Q2 of 9.3%. PR was down -1.1% in Q3 whilst market research fell by -2.3% and sales promotions by -4.0% The report further shows that a positive forecast is now predicted for ad spend growth in 2016 and that with the negotiations in Brexit beginning, a tougher 2017 seems inevitable. The Media Angel team keep updated on market trends to get the best outcomes for our clients. Get in touch today on 02921 320 200 or email us at Standout@themediaangel.co.uk to discuss the best mix channels for your marketing...
Advertising in newspapers could triple your ad campaign effectiveness

Advertising in newspapers could triple your ad campaign effectiveness

Advertisers who are cutting back on newspaper advertising might be missing a trick. According to a new study conducted by effectiveness consultancy Benchmarketing for Newsworks, which claims that advertising with newspapers increases overall revenue return on investment by three times. The study covers 500 econometric models to provide evidence of the impact newsbrands have on advertising campaigns. The results show that newspapers increase overall campaign effectiveness as well as boosting other media – newspapers make TV twice as effective and online display four times more effective. It goes on to claim that using digital newsbrands boosts print ROI by up to five times. The research follows challenging times in the print market, which has seen print advertising revenues decline at a rapid rate this year as advertisers are investing more digitally. The research hopes to prove the value of print advertising. It claims advertisers wanting to maximise effectiveness in their campaigns need to return to 2013 levels of expenditure, where investment in print was at 11.4%. That figure has since dropped to 7.6 % in 2015. On a sector by sector basis, the research found that adding newspapers to a campaign increases effectiveness by 5.7 times for finance; 3 times for travel; 2.8 times for retail; 1.7 times for automotive; and 1.2 times for FMCG. Claire Harrison-Church, VP marketing at Asda, said: “Newsbrands are a crucial part of Asda’s marketing mix because they provide us with an influential and flexible platform that we use to inform and inspire our customers. The ultimate goal of our comms is to deliver returns and this large-scale study allows us to continue to invest...
Facebook is heating up the competition against Google

Facebook is heating up the competition against Google

Facebook is stepping up the competition as it expands its ad network to video and desktop. The focus will be on personal rather than cookie; brands will be convinced by the help of data to spend with its ad network over rivals. Facebook is heating up the competition against Google with significant developments to its ad network this will need to become more lucid and show more insights to brands to really compete with its rivals. Facebook is developing its ad network to desktop, taking a bigger share of the lucrative display ad market through the start of selling video ads and offering brands goals, rather than just direct response. The Facebook developments mean brands are able to buy video ads on the network that drive brand outcomes. At first, marketers will be able to measure video views but the plan is to open up more brand measurements. In-stream and in-article video ads will be available in the development for the first time as well as on desktop sites. Google still runs the biggest ad network online, with revenues from its ‘network members’ websites’ generating $4.14bn in the fourth quarter of 2015. However, Facebook has one big advantage over Google and other ad networks – personal information. This is a big deal for brands worldwide and we will keep you updated on the further developments of Facebook’s ad network. The platforms in which we use to deliver our campaigns are continuously evolving, The Media Angel team keep updated with all current developments to get the best outcomes for our clients. Get in touch  today to discuss the best channels for your marketing...
Twitter turns 10 today!

Twitter turns 10 today!

10 years ago Twitter posted their first tweet; now more than 500 million are posted every day. While they remain the go-to destination for brands and users looking for real-time information, Twitter hopes to become more than a social network. In fact, the brand hopes to become the hub for people to explore their interests. From the ‘#’ to the promoted ad product, Twitter has been a major player in the social media revolution that has turned modern marketing on its head. Now brands can target individuals, start a two-way conversation, create interactive content via polls and join in on real-time issues. CEO Jack Dorsey has a long-term strategy in place to ensure Twitter grows both users and advertisers. And it revolves around positioning Twitter as an “interest network”. Twitter is a pivotal tool in the conversations, cultural moments and news events that are going on around the world. Its reputation as the resource of choice when something important happens has made them an invaluable resource for personal and corporate moments alike. Its real-time nature is still its biggest strength. Twitter’s UK managing director Dara Nasr, discusses how he plans to grow Twitter as an ‘interest network’ rather than a social one, by highlighting all the topics that people are talking about. He explains: “Twitter is the shortest distance between you and what you are passionate about. We have 500 million tweets a day so almost every subject is covered. What we want to do is capitalise on this massive source on information.” In the US, Twitter recently launched its first TV ad campaign aiming to do just that by targeting...

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