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Chart of the week: Where Europeans are plugging into podcasts Podcast listeners in Spain are in good company, with two out of every five people tuning into podcasts at least monthly, while other countries on the continent have been slower in picking up podcasting. On the whole, around 28 per cent of Europeans had listened to a podcast within the last month when the Reuters Institute of Journalism polled respondents across fifteen different countries late last year. This is a similar rate to the US, where roughly a third of people turn to podcasts at least once a month. The podcasting phenom took off in 2014 when the popular investigative journalism series Serial, produced by NPR, took the nascent industry by storm. Over the past three years, Europe has seen a podcast evolution, an exciting prospect for advertisers looking to capture engaged consumers. Podcast listeners register a high level of positive sentiment towards ads on the shows they listen to. In fact, a study by Westwood One found that half of the listeners they surveyed reported being loyal to brands that advertise on their favourite shows.
Chart of the week: Internet advertising rises above $100 billion Internet advertising revenue has officially passed the US$100 billion mark growing by about 386 perc ent in about a decade, according to a newly released report from IAB and PwC. Well-over half of advertising revenue went towards mobile. Nearly a decade ago, advertisers were not using mobile as an advertising medium at all. As consumers moved to online mobile devices, advertisers followed. With the popularity of smartphones, advertisers began realising mobile’s advertising potential. Nine years later, the medium takes up over half of internet advertising dollars. Mobile revenues hold great potential as single-click ecommerce, creative ad formats and placements on social media sites develop further. Some analysts worry that digital ad dollars will catch up with consumer attention, and growth in this field will slow. Analysts commenting on the report were confident that the industry will further evolve to expand the digital ecosystem.
FIPP Insider DC and NYC speaker presentation: Nikolay Malyarov, PressReader Breakups Suck! 3 Secrets to Everlasting Love
FIPP Insider DC and NYC speaker presentation: John Wilpers, Innovation Media Consulting Subscription and membership model innovations around the world
FIPP Insider DC and NYC speaker presentation: Marion Mertens, Paris Match How a legacy media brand stays relevant in a digital world
FIPP Insider DC and NYC speaker presentation: James Hewes, FIPP Media industry trends 2019
Chart of the week: Instagram’s referral traffic has sky-rocketed Instagram’s referral traffic has sky-rocketed between Q1 2018 and Q1 2019 as the popular social media site becomes more important for website traffic. According to recent estimates from Merkle, Instagram, which is owned by Facebook, experienced a 114 per cent increase in web referrals. Facebook and Pinterest both saw modest year-over-year traffic growth. It was not all good news for social media sites; YouTube’s traffic flatlined, despite posting strong gains in mid-2018, while Twitter’s traffic growth shrunk by eight per cent in Q1 2019. Overall, website visits from social media accounted for over four per cent of all site traffic and five per cent of all mobile visits in the first quarter, new highs according to the report. Instagram has recently made a serious push into the ecommerce and marketing space, by rolling out its tap to shop feature last month. The social network also has experienced a 44 per cent increase in advertising investment in Q1 2019. Overall, Instagram is driving most of the ad investment across all of Facebook’s sites. These developments come on the back of Instagram’s ability to increase in the number of people using the platform, one of the few social networks that have been able to expand usage rates.
Chart of the week: Is the future of podcasting in the ad business? Podcast advertising revenue in the US is set to grow in the coming years and will only be helped by ad-tracking, according to the most recent analysis from the Interactive Advertising Bureau and PwC. The current major gap in advertising on podcasts is the lack of standardised ad-tracking metrics. Buyers are looking for those same granular metrics, like impressions, that are commonplace in other digital buys when exploring podcasting as an option for a campaign. With the development of metrics in the advertising landscape, advertisers can begin to use standardised data-driven checks to see whether listeners are in fact listening to their ads. Apple kicked off the push for more transparency on how people consume podcasts in 2017 when it opened analytics to podcast publishers. Some notable developments in this field were continued in December 2018, when NPR released the Remote Audio Data (RAD) system and IAB created a podcast measurement certificate programme. Despite the progress that the podcasting-ad market still must make, advertising revenue from podcasts is projected to grow by almost 30 per cent in the US this year alone. That year-over-year growth is part of a general upward trend, with IAB and PwC estimating that between 2016 and 2020 ad revenue from podcasting is forecasted to increase by 290 per cent.
Chart of the week: Data use is the biggest hurdle for personalisation Marketers need access to the tools and technical know-how to use different types of data in order to implement effective hyper-personalised campaigns. According to Ascend2, the biggest hurdle for marketers trying to rollout hyper-personalised campaigns is making data-driven decisions, with just over half of marketing professionals reporting this issue. The second most frequent challenge was using more artificial intelligence in their hyper-personalisation campaigns. Both issues go back to a central problem for executing hyper-personalised marketing: data use. Hyper-personalisation campaigns use targeted advertising to better engage customers. Simple personalisation campaigns can take the form of sending consumers an email addressing them by their name or using purchase history to suggest other items to purchase. Hyper-personlisation takes this to the next level, using ever more granular data sets or a combination of data sets to suggest products for consumers and retain customers based on information like the weather and individual spending patterns. Data become more important—and challenging—as the campaigns get more specific, separating an effective hyper-personalised campaign from an ineffective one.
Chart of the week: The UK at the top of European ePublishing Statista’s Digital Market Outlook estimates that the UK ePublishing market was worth USD$1.3 billion in 2018, with that expected to grow to $1.6 billion by 2023. This includes revenue from ebooks, emagazines, and epapers. While the UK is one of the more established markets in Europe, France’s epublishing sector is expected to take off with a CAGR of nearly 10 per cent. For comparison the global revenue for the digital publishing market is expected to grow at a 6.1 per cent rate, putting France well above global revenue growth. As of 2018, France’s digital publishing market stood at $800 million, with that expected to pass the $1 billion mark within the next five years putting the country nearly on par with the UK. The UK epublishing market will need more purchase incentives to reinvigorate growth and prevent the market from stagnating. Broadly epublishing is defined as paid written editorial content distributed over the internet, which can be read either through specific devices, like Kindles, or through multi-purpose devices, like tablets, smartphones, or computers. Digital publishing is cost-efficient for publishers, allowing them to save on printing, logistics, and sales, while also democratizing the publication industry and opening the opportunity for more people to publish content on their own.
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