Data & Intelligence | by Danny Meadows-Klue

Size isn't everything. That's the conclusion of the largest study of web ad effectiveness so far. Bigger may be better in general, but location on the page has a strong impact. Ad units embedded inside the editorial have a stronger impact on readers which means web marketers need to pay more attention to their media planning and placement on the page.

Yet again, having the right digital strategy means more than simply being online. For over 5 years our Digital Media Planning Academy has coached planners why "right consumer, right environment, right time and right mindset" are all key for getting the best value from a media buy, and this research of 3.9m people confirms why the attention to detail is key.

Here in the UK, online ad spend overtook TV advertising exactly to the month we'd predicted a few years back. At 23.5% of all UK adspend it's risen about 5% year on year, but is rising about 20% vs the UK advertising industry average (which suffered a massive fall of over 15% in the same period).

This month our national focus turns on China, where Baidu continues to top the charts - but with figures a big leap up from when we were last in Shanghai. As the centre of the web economy continues shifting east, look out for Chinese tech start-ups heading into Europe and a shift in web development with China taking over from India as the coding engine room for many agencies.

If you're a client of Digital and your colleagues would like our research, simply forward this link: http://www.digitalstrategyconsulting.com/digitalbriefings.

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