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In a recent article published by eMarketer (Online to Pass TV Ad Spend in UK), they have completed an excellent review of a forecast by Group M that predicts UK Internet Advertising will exceed that spent on Television advertising by 2009.
If this is true, it would make the UK the first country to see spend on online advertising overtake that spent on TV.
This is not the only forecast that has predicted the UK to be leading the pack when it comes to Internet advertising with the IAB publishing a similar forecast in October 2006.
Overall, Group M forecasts 2008 online advertising spend to be £3.4 billion with 65% coming from search.
This of course has huge implications for all businesses, especially those with an online presence. Clearly the highly targeted versatility afforded by the Internet has caught the attention of marketers and they are seeing results as a consequence.
Whilst this report doesn’t suggest an exodus of epic proportions from traditional advertising media such as television, it is a clear indication that the Internet has to be taken seriously. Paid Search, also know as Pay per Click (PPC), is one of the most popular online advertising methods. Appearing on targeted search engine results pages, these tiny ads provide a quick link to sites who pay a small fee each time their ad is clicked.
Banner advertising through the likes of Google AdSense is also available. Again, these can be simple text links or more complex multimedia advertisements. These are often featured on websites, usually with some form of targeting.
But advertising opportunities are continuing to diversify and their popularity rise. So these Internet advertising forecasts for the UK shouldn’t come as too much of a surprise. We’ll keep you posted with the latest facts and figures as they come through.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.