Latest Articles
Cloud computing has landed in the “third sector” - charities. New Media Knowledge took a close look at how Cancer Research UK is using “software as a service” to raise both awareness and funds, plus spread its message further via social media. By Chris Lee.
more
Comment from Malik Saadi, Principal Analyst at Informa Telecoms & Media on mobile phone vendors' 4Q11 results.
more
Channel 4 Education has just launched SuperMes, an online drama played out by virtual actors – a tale of four extraordinary folks and their triumphs and tragedies, as they learn how to be stronger and more resilient people. SuperMes has been created by content design company Somethin’ Else in collaboration with US-based games publisher Electronic Arts and uses The Sims™ 3as its platform – a virtual studio and soundstage. By Victoria Hartley.
more
Related Articles
As we head into 2010 the big question is what will the year ahead deliver for search marketing. In its ‘Year in Review Briefing’, Greenlight, the UK’s leading independent search marketing agency, provides a summary of developments in natural and paid search.
more-
Online advertising is continuing to defy the downward trend of traditional advertising budgets. Research from Nielsen Online shows that the number of UK online display ad campaigns grew 11 percent in the second quarter of 2009 compared to the same period the previous year. On a global level, in July, Zenith Optimedia predicted that global online advertising spend will rise by 10.1 percent this year. In this article, Joëlle Frijters, Improve Digital, explains the concept of 'ad network optimisation'. more
-
Can you envisage a world where our televisions can predict what we want to watch and have it ready for us when we sit down and turn it on? Thomas Dvorak of broadcast advertising platform Aprico can.
more-
This week, NMK is joined by two senior members of the Mobile Marketing Association (MMA) to talk about its role in promoting mobile media guidelines and best practice, as well as discuss the future of this fast-growing sector. more
-
The UK’s regional papers face a potentially bleak future, so what should they – and are they – doing to reverse their fortunes? Can new media provide the shot in the arm that they need? New Media Knowledge canvassed the thoughts of some in the know. more
-
Ad Growth and Change
Spending on online advertising is expected to represent 18% of all UK advertising spending in 2007 — more than double the percentage in the US or in any other European country. That’s according to new research from eMarketer.
The study, UK Online Advertising - press release here - predicts solid growth for the internet advertising industry over the next four years:
In fact, Britain is set to account for just over half of all online ad spending in Western Europe this year.That share will rise to 52.6% of regional online spending by 2010, and amount to £4.11 billion ($7.77 billion). Steady economic growth and further advances in broadband will help fuel this growth. Just as important will be developments in paid search, rich media and advertising on social networks. Together, all these factors will drive UK online ad spending to a total of £4.45 billion ($8.24 billion) in 2011.
However, attitudes towards advertising may change its nature. There is still considerable resistance to some forms of online advertising. One 2006 study by TNS commissioned by the Institute of Practitioners in Advertising (IPA) found that 31% of UK consumers considered advertising of any kind intrusive, against 15% who did not. In order to make internet adverts more acceptable, a number of possible improvements were suggested by researchers from Ipsos Insight (see table).
Interestingly, it does not appear that UK consumers are particularly hungry for better adverts. Only 23% said that they wanted more innovative ads, though 37% thought internet advertising might be more acceptable to them if the adverts were funnier or more entertaining. The reports authors conclude that this lack of desire points towards an industry that is already mature and well-developed. By far the largest request, though, is for advertising that is relevant to the consumer’s immediate needs, with 64% requesting that adverts around editorial matter be more relevant to what they are reading at the time. This very large preference for contextual ads would seem to point towards a brighter future for search-related, contextual advertising than for traditional brand adverts.
StumbleUpon
Comments
You must be logged in to comment.