One-off reports

Digital Insight reports and summaries

The restructure of local advertising

Implications for local newspapers and radio

Digital Insight Report - April 2009

The restructure of local advertising: Implications for local newspapers and radio

Internet marketing has triggered a restructuring of the advertising ecosystem. One by one each sector of brands have discovered how their marketing budgets could work more efficiently online and switched significant portions to their websites, email and online media. The local advertising sector took longer to be affected, but as these changes have taken place, the media substitution is clear. Under the dual pressures of agile classified pureplay business models and the Google effect, the profitability of local newspapers has collapsed. Local radio shares the additional challenge of online music, competing for audiences. Only local outdoor media seems protected. As the notion of local advertising fundamentally changes, innovation continues. Local businesses have a greater choice of marketing media and tools than ever before. This report examines some of the trends and themes relevant in the local advertising market.

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Sorting the digital rocks from the digital flops

Understanding what works in digital

Digital Insight Report - March 2009

Sorting the digital rocks from the digital flops: Understanding what works in digital

Part of becoming a stronger digital team lies in building up the intuition of team members. We’re all regular users of the internet, and we know what we like about the medium and the sites we visit, and what we find irritating. By reflecting on these areas that ‘rock’ – where digital channels can go far above and beyond the scope of other media – and the negative areas that ‘flop’, executives can build out a stronger understanding of how online media and marketing can work best. This short report lists some of those ‘rocks and flops’ from different aspects of digital channels

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Setting budgets for websites and publications

Understanding web publishing profitability

Digital Insight Report - January 2009

Setting budgets for websites and publications: Understanding web publishing profitability

Web publishing continues to evolve. The advertising model is changing and the content models have broadened from simple text to full video, and from single publisher generated content to engaging social media anyone can take part in. Changing advertising rates, rising content costs, the battle for traffic acquisition: these are part of the daily challenges for online publishers. In this Digital Insight Report we explore the costs of online publishing, the role of video content and social media, and the challenges on maintaining a strong business model.

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Building a powerful media property: using the digital toolbox fully

Product development strategies

Digital Insight Report - May 2008

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These notes share with you our approach in product development, and the way that thinking about customer needs can help websites think more broadly about their content, community and toolkits. They reflect key elements media brands would want to consider in developing a consumer facing online service, and also underscore the challenges in getting the formula for product development right. In the web environment, consumers can have many needs met without relying upon classic media brands, so as publishers and broadcasters complete their migration to multi-channel providers, they need to broaden their proposition and reposition their role.

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The digital skills crisis, told in their own words

Understanding the challenges facing brands

Digital Insight Report - March 2008

he digital skills crisis, told in their own words: Understanding the challenges facing brands

The skills crisis in digital publishing is holding back the industry. It forms a barrier to competitiveness and because the capability weakness is common at all levels in organizations, it presents a strategic risk for everything the firm develops in digital channels. This report summarizes common challenges and issues publishing executives describe in the conversion from print or broadcast to web media. From leadership boards to operational sales teams, digital publishing and marketing coaching is critical in unlocking the potential.

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The digital rollercoaster: landmarks in digital development

Landmarks in digital development

Digital Insight Report - March 2008

The digital rollercoaster: landmarks in digital development

Internet communications have become a routine part of the daily lives of most people in the technically advanced countries of Asia, Western Europe and North America. As part of this, online marketing has already become a mainstream part of the media mix. These facts and landmarks we collated for participants on the Digital Training Academies are a summary of the internet and marketing development Academy lectures and are intended to present a few highlights of the immense changes created through this industry.

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Navigating unfamiliar landscapes

A dozen digital drivers

Digital Insight Report - January 2008

Navigating unfamiliar landscapes: A dozen digital drivers

The rules of the media game have changed. Audiences have migrated and fragmented, and their expectations for entertainment have begun shifting in whole new ways. This is the arrival of television all over again, but suddenly every teenager has their own studio, and through YouTube, their own broadcast network. This Google generation expect every packet of media content to be available in the palms of their hands, and they’ll readily share pirated links with Facebook friends before the show has even launched. With audiences on the move, advertising budgets are finally starting to follow: that’s why – only now – are media groups hurting. Ironically it’s still the early days for digital marketing, yet most newspapers, television and magazine groups remain poorly prepared. The core challenge is their product: shoehorning classic media content into digital channels just doesn’t cut it. But when content, context, consumers and channels all need to change, how do you navigate that landscape? We’ve collated a dozen of our favourite drivers of digital content to help leadership teams consider their strategies.

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Building stronger trade associations

Strategies for developing trade bodies and markets

Digital Insight Report - June 2007

Building stronger trade associations: Strategies for developing trade bodies and markets

The digital economy creates the need for businesses to change the way they work. Internet communications, email, ecommerce and web media have each created huge commercial opportunities, but persuading the market to move is often too big a challenge for individual digital businesses. By acting together through trade bodies the sector can move faster, and can work together to tackle common problems. These notes collate some of the strongest ideas and principles about how you can develop your market.

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The digital rollercoaster: landmarks in digital development

Landmarks in digital development

Digital Insight Report - June 2007

The digital rollercoaster: landmarks in digital development

Internet communications have become a routine part of the daily lives of most people in the technically advanced countries of Asia, Western Europe and North America. As part of this, online marketing has already become a mainstream part of the media mix. These facts and landmarks we collated for participants on the Digital Training Academies are a summary of the internet and marketing development Academy lectures and are intended to present a few highlights of the immense changes created through this industry.

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Approaching regulatory challenges online

Digital media and advertising policy

Digital Insight Report - April 2007

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The regulation of online media can be challenging because of the pace of change in the sector, the evolving models of communications, and the new jargon and processes to get to grips with. With most existing legal frameworks automatically extended to the internet, there is no shortage of regulation, but the internet's unique challenges of geography and identity can add an all pervasive layer of complexity. Add the further stark reality that in this sector the consumer has not only incredible control of the minutiae of their media consumption, but also hitherto unseen transparency and comparability in the price and service offerings of advertisers, and it's clear the landscape and expectations of stakeholders - consumers, advertisers, agencies, media owners and governments - is radically different.
Prepared for EASA April 2007

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Hiding from the jargon? Lost in geek-speak? Join our Jargon Busting crusade!

Digital Jargon Buster

Digital Insight Report - March 2007

Digital Jargon Buster: Hiding from the jargon? Lost in geek-speak? Join our Jargon Busting crusade!

We're on a mission to cut through the jargon. Digital media and marketing has spawned a new breed of jargon; the crashing together of the worlds of media, marketing, IT and telecoms has left us drowning in language most don't understand and even those that do still readily confuse. Our web monkeys have been searching high and low for some clear language that explains what it all really means.

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The search juggernaut continues

Our market update: search engine advertising

Digital Insight Report - August 2006

The search juggernaut continues: Our market update - search engine advertising

The revolution in direct marketing continues as more firms realise the power of search. Search engines account for half the online advertising industry in some countries and they're changing the nature of customer acquisition marketing forever. Now Central and Eastern Europe are heading towards their tipping points in the growth of search, and with the engines continuing to deliver waves of new products and tools, its clear the growth will not slow down.

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Welcome to the party

Online communities challenge publishers and reveal models for the digital networked society

Digital Insight Report - April 2006

Welcome to the party: Online communities challenge publishers and reveal models for the digital networked society

The digital networked society creates new models for social interaction. Online communities may have been prospering long before the web, but only in the last few years have they crossed into the mainstream. Social software has unlocked the enthusiasm to self-publish, but while every brand now aspires to owning a community, few will ever succeed.

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Hunted and hunting: Comments and perspectives about acquisition activity in the second dotcom boom

Comments and perspectives about acquisition activity in the second dotcom boom

Digital Insight Report - February 2006

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The last twelve months witnessed a sudden boom in corporate acquisition and transaction activity across the digital sectors. The emergence of clear models for the digital networked economy has triggered frenzy of transactions, with cumbersome giants paying for their lack of agility. The deal flow will continue for another year and we collate perspectives on recent high profile activity, and invite investors to refocus on the strategic potential of their targets.

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Financial services’ online customer acquisition

Banking and insurance marketers’ switch to web

Digital Insight Report - February 2006

Financial services’ online customer acquisition: Banking and insurance marketers’ switch to web

Financial service marketers have become some of the most sophisticated users of internet marketing. They have harnessed search engines for discovery, used their own sites to showcase products and rebuilt the customer journey. In this report we look at the scale of change in financial services marketing and consider the implications for the future.

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Truths of the digital economy

Trends marketers can harness

Digital Insight Report - January 2006

Truths of the digital economy: Trends marketers can harness

The world has changed radically, and we're still only part of the way on the journey to a society which is both digital and networked. Want to reap the spoils of the second digital decade? Look into the past and gain perspective on present trends driving the digital economy. The truths of how the networked markets behave are starting to become clear. Understand them and accelerate your marketing and your firm.

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Newspapers: hard times, unclear futures

Collated articles on press strategies

Digital Insight Report - January 2006

Newspapers: hard times, unclear futures: Collated articles on press strategies

With digital services challenging the fundamentals of the business model underpinning newspapers, there is no release to the pressure press media face. Google, Craigslist and Ebay have changed the process of classified advertising forever. Web media and RSS feeds have changed the nature of news delivery and its pricing. After a decade of anticipation, paid-for subscriptions are yet to take off, and even the specialist press cannot escape.

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Classifieds reach the crossroads

Tough choices face newspaper executives

Digital Insight Report - December 2005

 Classifieds reach the crossroads: Tough choices face newspaper executives

As recruitment advertising migrates to the web, search engines go head to head with directories and eBay hovers up car listings, it's an anxious time in newspaper boardrooms. Customers - both advertisers and their consumers - are going elsewhere. Classifieds are at a crossroads, and the long established model that made the newspaper industry a cash cow for half a century is entering its twilight years. We examine the threat and lay out the options.

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The cookie starts to crumble?

Challenges and solutions to cookie churn

Digital Insight Report - November 2005

The cookie starts to crumble? Challenges and solutions to cookie churn

On the tiny cookie text file rests the weight of much of today's web analytics industry. Yet as cookie deletion rates rise the problem of churn has become material. The humble cookie is starting to crumble, and with that the accuracy of much of the data webmasters, publishers, brands and marketers are routinely using. We examine the problem and suggest steps you can take.

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