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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
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.
When it comes to building a content marketing campaign, it can be difficult to know where to start. You may have an initial idea but bringing it to life and getting your message seen are always harder than initially thought.