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2009 saw a 5.7% growth in UK online advertising spend, which takes it past both television and now print advertising investment.
Consolidating its position as the advertising medium of choice in the UK, £3.54 billion was spent by advertisers online. According to the latest figures from eMarketer, Internet spend increased by 5.7% year on year in 2009.
But the good news doesn’t stop there. eMarketer also predict that this figure will rise by a further 7% in 2010, bringing spending up to £3.79 billion. Having already overtaken more traditional advertising media, such as television (last year) and now print, the Internet is clearly the medium in the ascendency.
Always eager to capitalise on a growth opportunity, Google have also now announced a specific news service to cater for advertisers [see: Keep current on all things advertising | Google Agency Ad Solutions Blog]. Google Ad News provides targeted stories from the various advertising niches including display, direct and mobile advertising.
If you are an online advertiser or a blogger in the sector, Google have made it easier for you to track down then news in your sector. Of course you can also add this to your RSS feed and get the stories delivered directly to you.
So online advertising is booming. Whilst the figures vary from agency to agency, the general consensus is that the Internet is the place to be seen (see chart below). eMarketer estimate that 2011 will slow slightly, with just a 4.9% rise in ad spend. However, 2012 could see a bumper increase thanks to a convergence of events, not least the 2012 Olympics in London.
If you haven’t already joined the online revolution it is never too late. Whether you want to get involved in site sponsorship, multi-million pound multimedia campaigns or just some additional Paid Search to compliment SEO work, this is the time to start. The Internet is full of advertising opportunities, as evidenced by these latest figures.
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.