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Search engine giants Google have introduced two new tools for people to determine the success of their display adverts in campaigns, while it has also been announced that the UK Internet adspend has increased 14.4% to £4.8 billion.
The two new tools from Google, although the finer details are a little unclear at this stage, are referred to as Active View and Active GRP. The first tool, Active View has been created to show if an ad has actually been viewed. An article in Search Engine Watch, quotes Digital Strategy Advisor, Augustine Fou as saying “this is a way to help advertisers only pay for display ads that are actually seen, and that’s a good thing for the whole industry”.
The counter-argument to this points reference to the fact that it may be difficult to get this off the ground, as ad agencies and networks currently buy/sell impressions no matter if ads have been seen or not. Google are defining a ‘viewed impression’ as a viewable ad that is displayed on the screen for a minimum of one second. The reason this tool has been created is simply to encourage users to invest in web advertising and to help them see the maximum value in digital content.
Active GRP (Gross Rating Post) is the second tool, whereby users can adjust their advertising campaigns after understanding how much of the advert was seen and how long for via Active View. The tool can be used to measure the success of campaigns for mobile, display and video ads.
The point mentioned above is all the more relevant after it was announced that UK Internet ad spend has increased 14.4%, as it gives users the chance to keep close tabs on their own campaigns and improve the success of their adverts to generate a greater awareness. Advertising spend increased to a record figure of £4,784 million for 2011, up £687 million when compared to the previous year.
The Internet Advertising Bureau UK (IAB) working with PricewaterhouseCoopers found that online advertising is growing at a fast rate, and the increase seen last year was the biggest in five years despite the current state of the UK economy. Retail, consumer goods, and finance where the three largest display advertisers in terms of spend, followed closely by entertainment/media and technology.
There was also a 17.5% increase in paid search marketing for direct response advertisers, taking the value of spend to £2,346 million for 2011. It’s clear to see that advertisers are viewing the importance of the online market within their own campaigns and the current increase in spend makes this point all the more relevant. In addition, digital media has spread beyond the desktop as users are now viewing adverts through mobile devices and tablets which opens up the market for extra opportunities for advertisers.
The figures for spend are high, and adverts are clearly having an effect on Internet users, which is why it’s important to monitor your campaigns and ensure that you are effectively targeting your customers. The new Google tools will help with this process and ensure you are generating targeted and effective adverts to your audience across all platforms.
Business Graph Output Growth Of Silver Bars via BigStock
Last month, we tuned in to listen to our very own Samantha Noble become a radio star. As a guest on Xan Phillips’ The Business on Voice FM, a programme dedicated to promoting the good news stories about business from the Southampton area and beyond, Sam shared her insights into paid media.
The Drum Network has launched a new initiative called ‘Create Britain’ which aims to show the world that Great Britain is still an awesomely creative marketplace, despite Brexit.
Create Britain is an online interactive map that invites businesses from the creative industry to contribute a short video to claim their own pin on the map that links to their video clip. The video clips need to answer one question: ‘What makes British creativity so great?’.