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Digital advertising

Selecting the best ad revenue options for digital startups

Back in the 'dot-com' days, I was often contacted by site owners with an idea for a new site who were trying to work out how much revenue they'll be able to raise depending on the number of visitors to their site and the different advertising options they select. These days, startups and innovation continue, so this post is aimed at explaining the ad revenue model options available. The main difference today is that you may have a mobile app-only revenue model and that has options for in-app purchases. These can be modeled through tweaking the affiliate model field in our spreadsheet. There's no simple answer to this, but to help, several years ago I created this spreadsheet model which also features in my books as an activity to help students working on this topic. It shows the main parameters you need to…

US, Europe and Worldwide ad clickthrough rates statistics comparing display ads to paid social and Google Ads CTRs

I've put this compilation together to help marketing professionals and students studying interactive marketing create direct response conversion models for digital marketing campaigns. Through creating budget models using known benchmarks for clickthrough rates and average costs for digital media you can better forecast your return-on-investment from digital media ads. This data is particularly useful if you haven't previously invested in advertising on publisher sites through ad networks or paid social media ads since it can help make the case and set expectations with colleagues or clients of the number of visits based on quantitative forecasts. When I originally compiled these stats from different sources, social media ads were only in their infancy, but they are now established as a mainstay of online advertising. More recently I have added a comparison of CTRs…

... and what they might mean for 2020

Seasoned visitors to the Smart Insights blog will no doubt agree that there’s an abundance of, well, smart insights to take in on a daily basis. With digital and marketing constantly evolving, marketers have to work hard to keep up with the rapid pace of change and Smart Insights plays this role perfectly, providing up-to-date guidance, tips and advice on a huge range of topics. There’s a handy function on the Smart Insights blog that lets visitors sort posts by both recency and popularity. But rather than talk about what others have found most interesting in 2019, I thought I’d outline some of the insights that have educated and inspired me this year and how they’re likely to influence my thinking further in 2020. [si_blog_banner_cta]

Stories and stats that stood out in 2019

Looking back over the last twelve months, I was surprised by the breadth of…

Facebook admits to location data tracking, digital advertising needs a watchdog says CMA, Facebook advertising price rises, Instagram anti-bullying tools, new Snapchat interactive ad and change to Twitter lists.

2019 is almost over but there's enough time left before we close ready for Christmas for one last news roundup. First up is the news that Facebook has admitted that it tracks user location data even if individuals have opted out of Locations Services. The CMA has said that there is a strong argument for the creation of a digital advertising watchdog to monitor the online ad space. [si_blog_banner_cta] Almost half of marketers are concerned that they could be priced out of Facebook advertising as costs have increased by 90% year-on-year. Instagram has seen some success with its anti-bullying tools and is now rolling out an extension for one of them. Snapchat has launched a new interactive ad type and is currently using it to advertise film trailers. Finally,…

Twitter admits ad targeting data bug, digital media provides best ROI, TikTok under fire or using Creators' videos, Facebook testing new multi-image layouts.

Twitter has admitted that a 'bug' has allowed data submitted for safety purposes to be used for ad targeting, prompting many in the industry to blast the platform. A new survey of chief marketing officers has revealed that premium digital media provides the best ROI for companies. TikTok has come under fire as it is revealed that it is using Creators' videos for advertising purposes without informing them. Facebook seems to be testing new layouts for those uploading multiple images to one post. We've got more info on all of these stories below.

Twitter announces ad targeting ‘data bug’

Twitter has admitted that it has been using data submitted for security reasons to target ads. In a statement released by…

Chart of the week: 72% of consumers will only engage with personalized marketing messages, despite 86% being concerned about data privacy

Personalization is becoming more prominent in digital marketing, offering an improved user experience by providing information or targeting ads based on an individual’s activities and interests. In fact, according to a new report from SmarterHQ, 72% of consumers say they now only engage with marketing messages that personalized and tailored to their interests. Despite this, the same report also reveals that 86% of consumers are concerned about their data privacy. Of these, Baby Boomers and Gen X are the least trusting o consumers, with Millennials and Gen Z being around 47% more trusting than their older counterparts. This is likely due, at least in part to an increase in high profile data breaches and the…

The latest on Google's June 2019 core update, Instagram's Paid Partnerships, the rise in digital ad fraud, junk food ads aimed at children banned, Google faces DOJ investigation

The big news this week is the rollout of Google's latest core algorithm update, which started on June 3rd and (as of today) is still ongoing. We've taken a look at what the industry knows about the effects so far. In good news for brands who work with influencers, Instagram is making it easier than ever to use their content. The social media platform has announced a new tool that could benefit both influencers and brands. A new report has suggested that ad fraud could result in costs of up to $30 billion this year, which will likely be put on the shoulders of smaller companies. The ASA has announced that eight well-known food brands had ads banned from Google after they were shown alongside content…

Google search results update, LinkedIn's ad tab, Instagram data breach, digital ad complaint increase and Pinterest does Pride Month

This week has seen a few interesting announcements, including the fact that Google is updating how its search results look, impacting the way paid results are showcased. LinkedIn has announced that it is aiming to improve transparency with a new ad tab for company pages while Facebook is investigating a possible Instagram data breach. On top of this, the ASA has released data on advert complaints, showing that complaints about digital ads now outpace those about TV adverts. Finally, Pinterest has revealed some interesting data around Pride Month, as well as some new features to help celebrate it. Find out more about these stories with our latest news roundup.  

Google updates mobile search results

Google is updating the way its search listings look,…

Consumers don't trust influencers, Facebook launches 3 new ad tools for small businesses, Amazon storing UK biometric data, Facebook relaxes cryptocurrency ad rules, Google's new consumer privacy plans, Facebook removes "dangerous users", digital ad revenues top $1bn, Facebook political ad warning and Singapore passes 'fake news' law.

This week has seen a number of big digital and marketing stories in the headlines. We've taken a look at some of the biggest, including new findings that show only 4% trust information shared by celebrity influencers, bloggers and vloggers. On top of this, Facebook has announced three new advertising tools that are aimed at helping small businesses make the most of the platform. There are also concerns being raised about a new Home Office contract that could see Amazon storing biometric information belonging to millions of people in the UK. Other Facebook news reveals that the platform is loosening its rules on advertising related to cryptocurrencies…

Singapore proposes a new law to stop fake news, Mark Zuckerberg calls on government internet regulation, Amazon stops aggressively marketing its own brands and the ASA uses tracking technology to assess ads aimed at children

This week has seen Singapore suggest a new law that could ultimately fine tech giants for failing to stop the spread of fake news. If passed, companies could be fined up to SGD$1 million for breaking the regulations. While Singapore's suggest law has met with criticism, Mark Zuckerberg is calling for more regulation when it comes to the internet. The Facebook founder wants governments to be more involved with updating current rules in four key areas. Amazon has stopped aggressively marketing its own products following complaints, opting for a softer approach to showcasing its own brand items on its platform. Finally, the ASA has used tracking technology for the first time to see what ads are being served to…