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Programmatic advertising to grow in 2020, Google faces new lawsuit, Aldi has top Christmas ad and TV ads are "least risky" option

New forecasts have suggested that programmatic advertising could reach record investment this year, with its popularity continuing in 2020. Google is back in court with a company suing for damages due to the tech giant's anti-competition rules. UK consumers have named Aldi's Kevin the Carrot as the top Christmas advert this year. A new study has revealed that TV could offer the least amount of risk when it comes to advertising channels. We've got all the details for each of these stories with this week's news roundup.

Programmatic advertising expected to grow in 2020

Despite rising concerns over digital ad fraud and brand safety, it seems as though programmatic ad spend is going to continue to increase in 2020. The latest forecast from Zenith shows that around 69% of media will be traded programmatically by…

Google adding warning badge to slow sites, Facebook's new fundraising tools, influencers and big brands lacking credibility, traditional TV ad spend declining and Instagram's new feature takes on TikTok

Following the addition of a new Speed Report in Google Search Console, Google has announced that it is set to start adding warning badges to sites with slow load speeds as a signal to users. This could ultimately lead to other 'badges' rewarding sites that offer good experiences. Facebook is aiming to make donating and fundraising on its platforms easier ahead of the holiday season by releasing several new tools. A new report has found that consumers don't believe that big brands or social media influencers have any credibility and that they support social issues purely for profit. New data reveals that spend on traditional TV advertising is declining with more people switching to streaming services. However, this could provide some…

Three lessons we can learn from TV advertising in the UK

One of the many advantages we have as marketers is the access to so much diverse, interesting insight. At Smart Insights, we regularly blog about the latest trends in email, display, search and social, all of which give us the opportunity to improve our knowledge and understanding of the marketing landscape. The latest research from Thinkbox, the marketing body for the main UK commercial TV broadcasters (Channel 4, ITV, Sky Media, and Turner Media Innovations), provides some interesting data points on how media is being consumed in the UK. Although many of us may never use television advertising as part of our media mix, the research provides some useful insight into how people are consuming media in the UK and how this impacts other forms of marketing. [si_guide_block id="81859" title="Download our Free Resource –…

3 ways to integrate TV advertising into your digital strategy

Amazon has led the seismic shift from brick-and-mortar stores to e-commerce. Customers now expect free shipping and overnight delivery with Amazon Prime, and the level of shopping convenience has never been higher.

 

For years, Amazon had competitors. But no one can compete with the e-commerce juggernaut anymore. About 34 percent of online sales in the U.S. come through Amazon, and by 2021, that number is expected to grow to 50 percent.

 

Despite this shift from physical stores to the online realm, there are no signs that digital will dominate other forms of media in…

To prevent further revenue drop, linear television will have to change advertising practices completely

For many years, advertising budgets were gravitating towards the Internet because only this medium could offer media buyers precise targeting and efficiency metrics for campaign analysis. The experts predict that by the end of 2018, the Internet advertising budgets will outweigh linear TV by a whopping $40 billion. A couple of years ago, the ad market was close to the point of no return and the industry players predicted nothing but a slow demise of TV advertising. In order to prevent further revenue drop, linear television will have to change advertising practices completely. Let’s find out how the market adapts to the new programmatic-driven addressable TV reality.

What is addressable TV and how it’s different?

Technically, all…

Chart of the day: Pound for pound, TV advertising provides the biggest return

According to an independent study commisioned by Thinkbox and conducted by Ebiquity and Gain theory, Television advertising provides the biggest return on investment compared to other forms of advertising. TV ads created 71% of advertising generated profits, whilst online display only created 1%. The average ad-generated profit created by TV ads was £4.20. In the age of digital, TV advertising still dominates return on investment, but it's also providing a far higher return than radio and out of home ads too. TV ads provide the biggest return, providing a safe option for advertisers, however, it's also the most expensive form of advertising, even if a dip in advertising revenues has led to networks charging slightly less for advertising. Recent research by Nielsen has also found that half of US-TV…

Chart of the Day: Smartphones aren't killing TV

Those of us accustomed to reading marketing reports are used to the idea that mobile is killing TV, and that TV is an ageing dinosaur destined to limp along for a while till it's finally declared dead. But the data reveals a more interesting picture. Time spent on mobile devices is growing fast, but it's not having a negative impact on TV viewing. TV viewing is shifting very slightly to video on demand and away from live TV, but TV viewing as a whole has held up solidly over the past 3 years. Time spent on smartphones has more than doubled, but this seems to complement rather than compete with TV viewing. The lesson is simple - rapid mobile growth is happening, but it doesn't mean old mediums are dying. Source: Nielsen Total Audience Report for the 4th quarter…

Adidas just made a colossal bet that could be a game changer, or a catastrophic mistake.

Last week, Adidas announced they were going all-in on digital advertising. Chief Executive Kasper Rorsted said he was going to ditch TV ads and instead spend 100% of his budget on digital to capture younger consumers, a crucial demographic for the sports clothing line. This way, he said, Adidas would quadruple e-commerce revenues by 2020. “All of our engagement with the consumer is through digital media and we believe in the next three years we can take our online business from approximately one billion (euro) to four billion (euro) and create a much more direct engagement with consumers," he said. Predictably, the internet exploded. It was a hell of a time to bet all your chips on digital marketing, said critics. Digital ad giants Facebook and Google are now embroiled in full-blown scandals and a quick glance at today’s CampaignLive reveals…