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Digital

Chart of the week: Feeling tracked and the counter-measures against ads The internet has opened up untold benefits for marketers and the online advertising industry. The data trail provided by possible consumers makes targeting specific audiences easy. This way personalised advertising can help the industry maximize the return on ad spend. However, the consumer doesn't always feel comfortable with being followed around the web. According to the "Statista Survey Advertising & Privacy 2017" (https://www.statista.com/study/49088/personalized-advertising/), 86 per cent of respondents often or occasionally realise that their online behaviour is being tracked and used for ads. While 37 per cent do not take any counter-measures, the remaining 63 per cent take action, such as using an incognito window in their browser, to shake off the digital tail. Albeit, only 14 per cent do this always. Contrasting the findings of other studies there are people out there who are rather spooked out by personalised ads, or knowing that they're being followed. Digital media, marketing their web space for personalised ads, need to at least acknowledge that some of their audience is aware and wary of being followed. And, the customer cannot be coerced to be turned on by cookies.
Innovation chapter 2017: Messaging apps & chatbots Chapter from the 8th FIPP Innovation in Magazine Media 2017-2018 World Report.
FIPP Insight Awards 2017: Time Inc. UK, TRESemmé Beauty Full Volume Silver Winner research campaign of the FIPP Insight Awards 2017.
FIPP Insight Awards 2017: NEWBASE, The Format Effect Series Silver Winner of the research campaign of the FIPP Insight Awards 2017.
FIPP Insight Awards 2017: The Economist Group, Thought Leadership Disrupted: New rules for the content age Silver Winner research campaign of the FIPP Insight Awards 2017. The Economist Group and Hill & Knowlton Strategies set out to better understand the current state of content marketing aimed at business executives. They did this by undertaking research to explore the impact of the phenomenal increase in content from publishers, brands and agencies, particularly as it relates to thought leadership, on both the executives who consume it and the marketers who are trying to reach them.
FIPP Insight Awards 2017: Time Inc. UK, Live the Passion Gold Winner research campaign of the FIPP Insight Awards 2017. The Passion Response Study looked at general data on who reads magazines online and offline, the overlap between online and offline , time spent and other metrics, but it also delved deeper by title genre to look at the data across fashion , home, health, food , lifestyle and weekly titles online and offline. In addition, the ad recall section covered the implications on the path to purchase.
DIS2017 speaker presentation: Agustino Fontevecchia, Editorial Perfil How digital disruption fosters innovation and creates opportunities for Latin American publishers
Contents page - Innovation in Magazine Media 2017-2018 World Report Index of contents of the FIPP annual report: Innovation in Magazine Media 2017-2018 World Report
Innovation chapter 2017: Editors' note on how to successfully manage radical reorganisation Chapter from the 8th FIPP Innovation in Magazine Media 2017-2018 World Report.
Chart of the week: What's growth going to look like in the digital arena? The biggest challenge for advertising professionals and marketers in the online world is stay on top of an ever shifting marketplace. Things might have become a little more predictable in recent years but are still less so than in the offline ad world. Technological changes still make digital advertising a shifty business. However, some trends and proportionate market shares are likely to prevail and develop in a predictable manner. One thing most observers are pretty sure of is that the digital ad market will in the foreseeable future show no signs of saturation. According to the Digital Market Outlook by Statista (https://www.statista.com/outlook/216/100/digital-advertising/worldwide#), the total worldwide digital ad revenue in 2017 is likely to stand at more than $227 billion. This figure could increase by more than 46 percent to $332 billion in four years' time. Some argue that social media advertising will likely grow disproportionately faster than the rest and might end up taking a bigger share than conservative estimates predict. However, from today's vantage point it seems to be a safe bet search ads will continue to account for the biggest chunk of digital ad revenue, making up 40 percent share of the total revenue.
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