Commuters contribute £22.8bn to the UK economy per year

Commuters contribute £22.8bn to the UK economy per year

Average weekly spend of UK commuter is £89, amounting to 14% of annual online sales. A major report into commuters’ spending habits, conducted by leading Out-of-Home (OOH) media agency Kinetic and OOH media owner Exterion Media, in partnership with the Centre for Business and Economics Research (Cebr), has revealed that the value of commuter commerce to the UK economy is £22.8 billion per year. In total, this amounts to 14% of annual online spending in the UK. Spend calculated in this latest report includes both products and services purchased via mobile whilst on the move, ranging from clothing to insurance. Across the UK, the typical weekly spend for commuters amounts to £89, rising to £153 a week for commuters in London. Nearly half (43%) of commuters nationally said they made a purchase whilst commuting at least four times a month.  In all regions surveyed, clothing was the most popular purchase, with 76% of those surveyed saying they’d purchased clothes in the past year on their commute. This was followed closely by purchases in health and beauty (71%), activities (69%), and grocery shopping (65%). The research also uncovered that 70% of commuters have made a purchase as a result of advertising seen on their journeys.  Commuters responded (23% based in London, 18% rest of the UK) that outdoor advertising seen on their commute often reminded them to shop, proving the power of OOH advertising as a significant driving force behind purchases. It also highlights the link between online and offline commerce facilitated by smartphones. If you are interested to see how OOH advertising can help as part of your marketing plans  contact our team at [email protected] or 02921 320200. Source:...
Ad spend to shift from Facebook to Instagram

Ad spend to shift from Facebook to Instagram

Brands head to Instagram to spend their ad budget in 2019, with more advertisers preferring it over Facebook. Instagram is becoming an increasingly attractive place for brands to splosh some dosh and the numbers suggest this trend will continue into 2019. With advertisers increasingly turning their backs on Facebook’s News Feed and making better friends with Instagram’s Stories. According to Socialbakers, ad spend on Instagram increased in 2018 while decreasing on Facebook, driven by hard-to-rival engagement levels on the photo-sharing platform. While Instagram has a smaller audience size compared to its parent company, its users are far more engaged. Suggesting that Instagram is the go-to for capturing quality engagement within smaller communities. Last year, Instagram posts continued to reach and garner more impressions per fan than its Stories feature (around 15% and 25% more, respectively). However, the volume of brands posting on Stories has quadrupled over the last year, with brands investing 212% more in Stories compared with the previous year. A quarter (25%) of brands’ Instagram ad spend now goes on Stories. This will continue to grow through 2019. As just a few examples, easyJet recently made it possible for users to find and book holidays simply by clicking on a photo, while Spotify, SoundCloud and Shazam are offering their services via Stories. Expect to see more of this integration in the coming months, especially as Instagram promises to enhance its ecommerce features. Alice Cuffe, editor at We Are Social, says while no one can argue that the specialised and detailed targeting of Facebook is appealing to advertisers, when it comes to creative innovation, Instagram Stories has the edge....
Digital has helped UK ad spend bounce back from two-year low

Digital has helped UK ad spend bounce back from two-year low

Investment in digital has helped wider UK ad spend rebound from a two-year low. According to the latest Bellwether report from the Institute of Practitioners in Advertising (IPA), 23% of marketers said they had higher spending plans for overall marketing activity in the second quarter of the year. Elsewhere, 17% said they had lowered budgets, which results in a net balance of +6.5%. The figure was an increase in the 5% net score reported in Q1 of 2018, which had been the lowest since Q1 2016, however despite some signs of a bounce back it’s still the second lowest reading to have come back in the past two years. The IPA’s quarterly report, which features original data drawn from a panel of around 300 UK marketing professionals from the UK’s top 1000, firms has also upwardly revised its UK ad spend forecast for 2018 – increasing it to around 1.1% from its prediction of 0.8% last quarter. UK marketers were found to have revised their internet budgets up to their joint strongest levels in over a decade. A net balance of 22.7% of marketers reported upward revisions to their digital budgets. The level is not only up from Q1’s reading of 8.7%, but is also the highest it’s been since Q3 2007. Main media advertising – which includes TV, radio and cinema – also showed more bullish growth than last quarter. While still not as high as digital the net balance was positive overall with 4.9% of marketers saying they were upping spend in these mediums. Source: The Drum If you want to make sure your using your marketing...
UK’s Top 20 Strongest Brands Revealed

UK’s Top 20 Strongest Brands Revealed

The Top 20 strongest brands in the UK has been voted for and Lego has come out at the top! The Centre for Brand Analysis asked 2,500 consumers to rank each brand for quality, reliability and distinction. Previous winner British Airways fell out of the Top 20 all together as did Google and Amazon. Rising brand names in the top 20 are Gillette in second place, and Apple in third. Marks and Spencer has overtaken John Lewis who is now in 15th place with M&S in seventh. BP, Shell, Disney and Heathrow all re entered the top 20 this year, whilst household brands, Andrex, Coca Cola and Heinz retained a position in the top 10. Top 20 1. Lego 2. Gillette 3 Apple 4. Andrex 5. Coca-cola 6. Disney 7. M & S 8. Boots 9.Heinz 10. BMW 11. Cadbury 12. Rolex 13. BP 14. Shell 15. John Lewis 16. Heathrow 17. Jaguar 18. Kleenex 19. Visa 20. Haagen – Dazs If you need help ensuring your own brand appears amongst the right media platforms so you STAND OUT and get results, contact our award winning team for impartial media planning and buying expertise on [email protected] or call us on 02921 320 200 #lovemarketing  ...
Integrating TV Advertising with DOOH

Integrating TV Advertising with DOOH

When TV advertising and DOOH advertising are combined, the impact on the viewer is significantly increased rather than with one medium alone. TV advertising creates prestige for a brand whilst developing an element of trust with the viewer. 77% of adults claim that TV adverts are most likely to trigger an emotional response leaving a memorable impression on the viewers mind. DOOH is more likely to engage people who are active, such as commuters, shoppers, and socialisers. Their engagement with the ad in this active state will thus make it more likely that the brand becomes inescapable; it’s marketing message engrained. From a planning point of view the integration of DOOH and TV is flexible in deadline cut off allowing changes to marketing messages and reaction to the current market place. DOOH advertising is fast and responsive, with campaign amendments often made hourly. This affords brands the agility to optimise their advertising activity, boost campaign efficiency, and obtain last-minute deals. What’s more, campaign efficiency can be increased by integrating the targeting capabilities of TV and DOOH advertising. TV ads allow for demographic targeting, as they can be placed on niche interest channels or programming watched by a brand’s target audience. DOOH ads can be targeted in terms of location (for example, advertising outside a retail outlet to attract more customers) and time (for example, advertising by lunchtime to target commuters). Indeed, DOOH ads will serve as a perfect supplement to TV ads because they are not as easily avoided as TV ads, and will reach a wider audience. Finally, integration heightens online response. Indeed, 74% of UK adults claim...