Chart of the day: According to research by Salesforce, over half of ad spend is allocated to Facebook (including Instagram) or search marketing (Including Google search)
In the previous year, 30% of ad budget was allocated to Facebook and Instagram and 28% was allocated to Google and Bing paid search ads. Facebook budget is expected to increase slightly by 1% to 31% and search budget allocation is expected to stay the same at 28%. Compared to other channels such as youTube, Display, and Linkedin, Pinterest and Snapchat etc. Facebook and Google are dominating the ad space with most ad budget allocated to them.
Next year, 66% of digital ad spend will go to Google, Facebook, Instagram and Youtube.
Over the last year, 65% of businesses have increased their video advertising budget, with more money going on video on Facebook, Instagram and Youtube.
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Chart of the day: Customers trust traditional channels more than digital channels
Customers indicated they trusted traditional channels such as TV, print, radio and outdoor ads, over digital channels such as search engines, sponsored blog posts and ads on mobile.
The research by MarketingSherpa found that digital channels were trusted less than traditional methods when compared.
Satisfied customers are more prepared to engage with a brands digital marketing campaigns
The research also found that satisfied customers engage more with digital channels, they skip fewer pre-roll ads. When compared to unsatisfied customers, they are also less likely to unfollow companies on social media.
What causes dissatisfaction?
The study also looked at what causes users become unsatisfied, finding that bad customer service is one of the biggest reasons.
Users expect to receive quality…
Chart of the day: Poor quality data is the reason for bad digital marketing campaign planning
Over 4 in 10 (43%) respondents to a survey by ExchangeWire Research and Xaxis said lack of quality data was the main reason for not using audience data when campaign planning for digital media.
Time was also a major obstacle, whilst small data sets, narrowing campaign audience too much and a lack of there being a central data repository were all big factors. Marketers are finding that too much targeting is narrowing the audience down too much. Privacy concerns were not a major issue when it comes to data use for digital campaigns.
Source: ExchangeWire Research/ Xaxis
Sample: 616 digital marketing professionals across Europe; data collected from November 2016 to January 2017
Recommended Resource: Marketing Campaign Planning Toolkit
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Chart of the day: Research by Advertising Association and Warc finds that digital dominates UK advertising spend
Magazine advertising continued to decrease, whilst digital magazine advertising is expected to grow. Regional newspapers and Direct Mail see the biggest decreases, whilst digital formats are expected to continue their recent growht.
Some key highlights of the research include:
Ad spend in the UK grew to £5.8bn, representing 3.9% rise year-on-year
Overall for 2016 UK ad spend grew 3.7%, reaching a total of £21.4bn, this is also the seventh year of continued growth
Digital ad spend is up 13.4% to £10.3bn for 2016. 45.4% to £3.9bn. The report predicts mobile advertising spend will slow over the coming years (2017: +30.4% and 2018: +20.8%) as the current boom dies down.
Mobile accounted for 45.4% of that digital ad spend, meaning £3.9bn spent, however, the report predicts that mobile advertising…
