The use of native advertising and other types of content marketing — the creation and distribution of content that aims to offer consumers a deeper relationship with brands — will be a major trend in the UK this year.
A study from August 2013 found that average spending on content marketing amounted to 31% of budgets among UK marketers.
In 2013, time spent with digital media among U.S. adults surpassed time spent with TV for the first time — with mobile driving the shift. This year, that trend will continue, as time spent with mobile devices continues to grow much faster than usage of all other media.
eMarketer expects American adults to spend 5 hours 46 minutes with digital media daily this year, increasing the lead over TV to well over 1 hour per day.
Online advertising index (OAI) in Q4 2013 was up by 13 percent from Q3 2013, with ad revenues from index companies totaling $24.8 billion. Fifteen companies managed to beat year-over-year index growth of 20.1 percent. Google continues to lead with 49.3 percent market share.
Among the top five index growth leading companies, four are Chinese internet firms, Qihoo, Youku Tudou, Sohu and Baidu signaling continued progress in brand advertising environment in China.
Although aspects of proximity marketing — targeted marketing with a geographic radius of roughly 100 meters — have been in place for nearly a decade, the field is still new enough to make it extremely difficult to forecast.
Right now, the only thing that everyone agrees on is that 2014 will be filled with small-scale tests.
Interactive video saw tremendous success in North America last year, thanks to its completely immersive brand experience, and this growth is expected to continue in 2014, according to recent research by Sizmek.
Advertisers using interactive video have learned from the past, combining the best practices of both rich media and video ads.
When a January 2014 market study asked U.S. millennial smartphone users about the effectiveness of digital vs. traditional advertising, 36% said that digital ads were more effective.
However, the majority of male and female millennials ignore banner ads, and around two in five males and half of females didn’t pay attention to social media or search engine ads.
The mobile marketing channel is gaining momentum in the UK. Why now? Over one in four British consumers owns a media tablet, as advertisers spent a record £6.3 billion in 2013 to reach people via the mobile internet, according to a market study for the IAB.
Over one third (36%) of people accessing the internet are now doing so via their personal tablets, as tablet ownership grew 63% year-on-year.
Retailers in the UK must think multi-channel when it comes to selling their wares. And the reality is, many of them already are. According to a recent report, a higher percentage of UK retailers used more sales channels in 2013 than they did in 2011.
In particular, 68% of survey respondents said they had a mobile presence in 2013, up from just 37% in 2011.
If you’re an American digital marketing practitioner and you’re not already optimizing content for the mobile channel, then you are missing both a strategic and tactical market development opportunity. Mobile internet use is a mainstream activity. Mobile media consumption is commonplace.
Review the latest market study findings and see for yourself — mobile content marketing matters.
eMarketer expects total U.S. retail sales to reach $4.732 trillion this year — with eCommerce sales reaching a greater-than-ever share of the total. And, as it reaches levels of mature, sustained growth, it’s having an effect on patterns across category sales.
Digital spending on media — such as books, music and video — will continue to increase at the fastest rate.