The monthly review of new research and developments in digital marketing
August 2008
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Online adspend now greater than mainstream TV The summer report from the UK government's Ofcom group revealed a stark picture of a nation migrating into the digital networked society. The latest figures show that online adspend in the UK overtook spending across the mainstream analogue channels. According to Ofcom, online adspend grew 40% during 2007 to reach £2.8bn, or 19% of all UK advertising. TV advertising however remained static at £3.5bn with the mainstream commercial channels (ITV1, Channel 4, S4C and five) taking £2.4bn or 67% of all UK adspend (from 83% in 2002). In addition the report revealed increased leaps in use of the web and laptops as ways to view TV. More than a third of 25-44s often go online while watching TV. Since we started Digital Intelligence in 2000 we've tracked hundreds of technology shifts, and in the UK we've argued that the arrival of wireless broadband at home would create a step change in viewing behaviour. This latest research explains the nature of shifts in consumer use of media, but should be seen as simply a snapshot of what continues to be a journey not yet finished. From The Guardian: http://www.guardian.co.uk, 14/08/2008 Ofcom: http://www.ofcom.org.uk Advertising spend by medium
Source: Advertising Association statistics published by www.WARC.com Share of advertising spend by medium
Source: Advertising Association statistics published by www.WARC.com Total online TV revenue
Source: Advertising Association statistics published by www.WARC.com Frequency of using other media while watching TV
Source: Ofcom Online ads more effective on branded websites Sponsorships on branded content sites are 36% more effective than on portals
Source: Dynamic Logic's MarketNormscampaigns from the last 3 years
through Q4 2007, OPA through Q12008OPA N=1,185 campaigns, n=883,688
respondents; MarketNorms2,231 /3,995,139 ; Portals 1,193/1,301,451 Ads on branded content sites significantly more likely to increase message association and purchase intent for affluent audiences
OPA averages are significantly (at 90% level) different than
MarketNormsfor all metrics except Awareness and Brand
Favourability +13% Video ads placed on content sites significantly raise brand awareness and favourability
OPA
averages are significantly (at 90% level) different than MarketNormsin
all metrics except Purchase Intent
88% of UK searches looking for branded terms Branded search volume as a percentage of searches for the top 2,000 UK search terms
Source: Hitwise Top 10 search terms in UK, May 2008 and 2007
Source: Hitwise |
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Guardian.co.uk holds on to top spot The latest figures from the Audit Bureau of Circulations Electronic (ABCe) show that traffic to the Guardian.co.uk website grew 28% year-on-year in July to reach a record 20,622,063 unique users (up 1% on June 2008). Other sites also had record months: traffic to the Times Online grew 56% year-on-year to reach 16,391,514 unique users, while Sun Online achieved 15,972,490 unique users with year-on-year growth of 69%. The three sites also saw record levels for page impressions with Guardian.co.uk registering 186,430,603 page views, Times Online registering 123,978,303 and Sun Online registering 292,031,461. The Guardian: http://www.guardian.co.uk, 21/08/2008 ABCe: http://www.abce.org.uk |
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| E-commerce |
Online spending in UK rises 11.3% in July The latest e-retail sales index from IMRG and Capgemini shows that online retail grew 11.3% in July from the previous month, writes vnunet.com. Total online sales for the month reached £4.8bn, equivalent to £79/person in the UK, as consumers avoided the rain and used the internet to look for deals and save money. Data from the British Retail Consortium shows that high street sales were down 0.9% during the same period. Clothing, footwear and accessories was the fastest growing online category in July, rising 22.8%. The figures echoed the latest Experian National Retail FootFall Index which predicts that the next twelve months will be the slowest period for retailers since the early 1990s. From vnunet.com: http://www.vnunet.com, 20/08/2008 IMRG: http://www.imrg.org |
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| Trends |
Two-thirds of British homes online Nearly 16.5m UK households are now connected to the internet according to the latest figures from the Office for National Statistics (ONS), reports the BBC. The figure represents a year-on-year increase of 1.2m homes and represents almost two-thirds of all UK households. According to the figures over two-thirds of British adults now go online every day. Education is also a defining factor: 93% of adults aged under 70 with university degrees or similar qualifications have internet access at home. In comparison only 56% of people without formal qualifications use the internet. Further recent figures from Ofcom show that use of PCs and laptops has grown fourfold since 2002. From The BBC: http://news.bbc.co.uk, 26/08/2008 ONS: http://www.statistics.gov.uk Index of internet connectivity
Source:
ONS Media multi-tasking: now the norm
Social media: growth continues
China now the world's leading internet nation Growth of netizens in China
Source:
China Internet Network Information Center Internet Penetration Rate in China
Source:
China Internet Network Information Center
Russia has Europe's fastest growing online population Growth of European internet audiences ranked by year on year growth rate*
Total unique visitors (000)** age 15+
* Rankings based on the 16 individually reportable European countries
in comScore World Metrix. European Internet audience figures are
comprehensive and include visitation from countries that are not
individually reportable. European internet usage overview ranked by penetration of total country population age 15+*
Total unique visitors (000)** age 15+
* Rankings based on the 16 individually reportable European countries
in comScore World Metrix. European Internet audience figures are
comprehensive and include visitation from countries that are not
individually reportable.
"Extreme Gamers" play games for 45 hours per week |
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| Mobile |
Global mobile adspend to reach $2.4bn in 2009 The latest Wireless Trends Outlook from Strategy Analytics predicts that global mobile adspend will reach $2.4bn in 2009 up from $1bn this year, writes Cellular-news. The firm predicts that the increased use of Adobe's Flash and the launch of Nokia's "Comes with Music" service will both help to further stimulate the mobile advertising sector. Similar research from eMarketer goes much further in accounting for the growing economies of Brazil, Russia, India and China. eMarketer expects total mobile advertising expenses (including creative, IT and other related spending costs) to reach $6.44bn in 2009, rising to $19.15bn in 2012. From Cellular-news: http://www.cellular-news.com, 12/08/2008 Strategy Analytics: http://www.strategyanalytics.com
Source:
Strategy Analytics
Source: eMarketer
Global mobile phone sales up 12% in Q2 2008 |
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| Broadcasting |
BBC adds series stacking to iPlayer The BBC is to expand the selection of episodes available to watch through its iPlayer service with the implementing of series staking in September, writes Brand Republic. Individual episodes of TV programmes will no longer be removed after seven days but will remain accessible for the entire duration of the series. Viewers will now be able to start watching a series half-way through its broadcast schedule and still have time to catch up. In another move to widen access to the BBC's vast archive BBC Worldwide intends to launch an ad-supported online music service. The service will feature both audio and video content from the BBC's radio and television archives and content will be available as free streams or paid downloads. From Brand Republic: http://www.brandrepublic.com, 26/08/2008 BBC iPlayer: http://www.bbc.co.uk/iplayer |
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| Statistics |
Monthly internet usage statistics for France, March 2008
Source: Nielsen/NetRatings Home/Work Panel monthly statistics Monthly top ten French parent companies for March 2008
Source: Nielsen/NetRatings Home/Work Panel monthly statistics Top 10 popular websites in the UK, July 2008
This list features the most popular websites based on
UK Internet usage for July 2008, ranked by market share of visits
across all Hitwise industries. Active Home Internet Users by Country, June 2008
Source: Nielsen/NetRatings Home/Work Panel monthly statistics |
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