Viewing Resources By Subject - advertising


Executive summary: Zenith advertising expenditure forecasts June 2018 Zenith predicts global ad expenditure will grow 4.5% in 2018, reaching US$580 billion by the end of the year. This forecast is slightly behind the 4.6% growth rate we forecast in March, mainly because we upgraded our estimate of growth in 2017 from 4.0% to 4.2%, which now provides a tougher comparison. In dollar terms, our new forecast is US$1bn above our previous one.
Chart of the week: users prefer ads in legacy media compared to online Worldwide, people seem to be most receptive to legacy media advertising channels, such as magazines, outdoor, TV and newspapers. Indeed, all legacy formats, apart from radio, make it above the 50 percent positive-attitude line. In contrast, all online formats, such as display, online search and video are less popular with consumers. In fact, phone and tablet ads are least popular, according to research by Kantar Millward Brown, who surveyed 14,500 consumers in 45 countries worldwide in August to September 2017. One reason for this might be that the same study finds, many people are perceiving online advertising as more intrusive. Online ad targeting methods could be one possible explanation, another could be consumer conservatism, as in “you-like-what-you-know”.
Neuroscience indicates context matters in advertising Content might be king, but context is queen. That could be the essence of research that shows that the perception of advertising and how it is memorised differs depending on the context it is shown in. A brain science study conducted by Newsworks and the Association for Online Publishing (AOP) reveals that ads in quality editorial environments are more effective. For the study, 139 UK respondents were shown the same ads in different settings and their brain function was monitored by means of Steady State Topography (SST). According to the study, premium content (such as newsbrands and magazines) score highest when it comes to engagement, understood as an indicator of how involved people are with what they are seeing. High levels of engagement are mostly triggered by material that is of personal relevance. Also, the respondents showed higher levels of emotional intensity, which relates to the strength of emotion being experienced. This helps to also create so-called long-term brand memory which affects purchasing behaviour. While premium publishing environment outperforms social media in this respect, both environments have higher brain response rates than when users randomly browse the web.
Innovation chapter 2017: Monetisation Chapter from the 8th FIPP Innovation in Magazine Media 2017-2018 World Report. How the heck do you make money from magazine media these days?
Chart of the week: The potential of social media advertising Social media’s share of the worldwide advertising market is growing. It was worth some US $43.78 billion in 2017 and accounted for some 18 per cent of the total digital advertising market. The US market is by far the biggest in the world, having generated some $21 billion. That's a 22 per cent share of the total US digital advertising market. The European social media advertising market was worth about $8 billion in 2017, not even half the size of the US market. In China, 11 per cent of the digital advertising revenue comes from social media. And, as our chart by Statista shows, around the world, mobile is much more important than desktop targeted social media advertising. While all markets are poised for growth, it's China where most growth is likely to occur, almost doubling its revenue in the years to come and catching up with where America stands today. These developments of course mean that traditional media publishers’ fight for their share of digital ad spend is ongoing, as social media is gaining attractiveness with advertisers.
Chart of the week: Playable ads poised for growth Getting any app promoted and downloaded by users is an increasingly difficult game. That's why interactive or playable ads have grabbed the attention and imagination of many app developers. According to a survey by AdColony, 46 per cent of leading app developers they asked (of which many are in the gaming industry) said this format has their full attention in the year ahead. This is double the share playable ads got last year (25 per cent). Playable ads are a form of so-called app-install ads, which have become an increasingly important way of promoting apps. They are mini games in banner format which can be played by users and give them the opportunity to "test drive" a mobile game before downloading the proper app. Letting users have a taste before committing to the app ensures that the churn rate will stay low and more users will stick with it for longer. Also, all moving pic formats are held in high esteem by the app marketers - from full screen video (26 per cent) to social video (13 per cent) and in-feed video (six per cent).
Chart of the week: A quarter of global ad spend goes to Google and Facebook Global ad spend across all formats and platforms is expected to rise to US$98.3 billion in 2017. That's according to research company WARC's report "Global Ad Trends". Only this year, has digital ad spend overtaken TV as the biggest recipient of ad dollars. ( However, not all digital publishers are having a ball. A closer look at the figures explains why the champagne corks aren't popping all over the digital publishing world. Most of the digital ad spend worldwide (61 per cent) is going to Google (44 per cent) and Facebook (18 per cent). Even if you count in ad revenue across all media, the digital duopoly still snaps up a quarter of all ad dollars spent this year. WARC's ad spend database covers 96 markets worldwide.
Chart of the week: Digital (finally) killed the TV star Television reigned supreme over the advertising market. It has been a long time coming, but finally, this year, digital has dethroned TV, according to data collected by business intelligence agency Magna Global. ( ) In 2017, around 209 billion dollars were invested in to digital ad spend, while TV's share stood at 179 billion dollar in 2017. So, there should be the festive feeling in digital publishing, now awash in ad dollars. What stresses many is the distribution of those ad dollars. Indeed, Google and Facebook are snapping up a very big chunk. According to recent data provided by eMarketer (, the mighty duopoly "is now expected to rake in a combined 63.1 percent of US digital ad investment in 2017." The others are left to squabble over the rest.
Chart of the week: Where will the marketing money be spent in 2018? Creating content is the top goal for marketing pros around the world. According to figures compiled by communications and marketing agency Cognito, 61 per cent of the 165 marketing leaders they interviewed for a survey named creating content as the area where more of their marketing budget will be invested in 2018. This makes sense, as in the previous report only 18 per cent of respondents were happy with the content they could market. Investor relations (71 per cent) and public affairs (69 per cent) featured in the two top positions of areas where investment will remain the same. The top loser according to the survey will be traditional advertising, with 40 per cent of marketing leaders wanting to invest less. These developments could have negative implications for traditional media outlets, as the volume of content published or disseminated by company marketers could more strongly compete with traditional publishing content. Diverting dollars from traditional advertising could also negatively affect heritage media ad revenue.
Chart of the week: Where ad spend is growing most Ad spend can be taken as an indicator for wider economic and political developments, and more narrowly speaking it's an indicator for the media as to what it can expect in terms of ad revenue. Zenith expects worldwide ad expenditure to grow by 4.2 per cent in 2017, which would translate in to 559 billion US dollars by the end of the year. Most growth since 2016 was recorded in Eastern Europe & Central Asia, where spend grew by close to 10 per cent, still recovering from a sustained decline since 2014. North America outperformed Western and Central Europe. Zenith argues "political and economic uncertainty in the UK drags down growth." The Middle East and North Africa was the only region where ad spend declined, coming down by 18.6 per cent, due to deflating oil prices and political turmoil. Because markets across geographical blocs have very diverse markets, Zenith has for example broken down Asia into sub-blocs: Fast-track Asia, countries with rapid adoption of Western technology and practices (such as China), and Advanced Asia (Australia, New Zealand, Hong Kong, Singapore and South Korea.) Japan is its own category.
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