Research : How insight engineers has helped UK and International clients with their business intelligence needs | TheMarketingblog
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We look back at interesting research of last year.
A 2013 study investigating how engaged Brits are with Wimbledon, and what brands they most associate with the tournament, found that 59% of men and 49% of women in the UK have been watching Wimbledon in some capacity. This equates to over 18 million men (18,290,000) and over 15 million women (15,778,000)*1. In terms of age group, Wimbledon appeals to all generations almost equally with 52% of 16-24 years old, 55% of 25-39 year olds, 50% of 40-54 year olds and 56% of 55-75 year olds watching the tennis to some degree*2.
The 2013 research was conducted by Northstar Research Partners, Nichola Kent-Lemon working with worldwide clients such as eBay and Jaguar Land Rover.
PROGRAMMATIC
ACCOUNTS FOR 28% OF UK DISPLAY ADVERTISING
Almost three in every 10 pounds spent on online display ads in 2013 were bought through ‘programmatic’ technologies, according to the first ever study which quantifies how UK digital display advertising is traded.
Conducted by research and strategy consultancy MTM on behalf of the Internet Advertising Bureau UK (IAB), the “Internet Advertising Bureau UK Media Owner Sales Techniques” study shows that of the £1.86 billion¹ spent on display ads across the internet and mobile in 2013, 28% (about £500m million) was traded programmatically. ‘Programmatic’ refers to display ads that are bought and sold using automated systems and processes such as real-time bidding.
Direct sales between publishers and agencies/advertisers accounted for half (51%) of UK digital display ad sales while just over a fifth (22%) were bought through ad networks.
“Prior to this new research there was no reliable way to evaluate how big a role programmatic plays in the display market so it was time to put a stake in the ground and give the industry accurate numbers,” says Tim Elkington, Director of Research & Strategy at the UK’s Internet Advertising Bureau.
“It’s important the industry understands how the market is split as it enables all those involved – media owners, advertisers and agencies – to take advantage of the exciting opportunities programmatic presents.”
Here is comment from Martin Kelly, CEO/Co-Founder of Infectious Media - a leading player in real-time advertising:
"The growth of programmatic media trading in the UK is no surprise. The big story here is the underlying growth of display advertising. Programmatic has breathed new life into this previously exhausted channel. This turnaround of display is the surest sign that advertisers are waking up to the power that programmatic media buying gives them."
Belfast start-up Taggled in ‘vlogging’ breakthrough
Belfast start-up Taggled in ‘vlogging’ breakthrough http://t.co/WKgn9iJ9dD
— MoreAboutAdvertising (@moreaboutads) June 24, 2014
In a move highlighting the growing popularity of video blogging (‘vlogging’), an unheralded Belfast start-up is supplying video creators with a free digital tool which allows them to add clickable products, people, place and music tags within their videos.
The company,has signed a deal with Nasdaq-listed Wix that enables customers of one of the world’s leading website builders to use its service. Taggled adds clickable tags to videos which makes them easier to share as well as offering users the chance to buy items direct from the video – with the video creator earning a commission as a result.
Founder Ian Scott says: “Up until now, there’s been no way to offer viewers a way to interact with videos and allow them to dig deeper into what they’re seeing.
“Vlogging is one of the Internet’s boom industries. While make-up and beauty videos are the most popular areas, Taggled is increasingly being used by businesses who want to make their videos shoppable. Our research has shown that by providing interactive and clickable video, audience engagement is up to 20 times higher compared with regular videos.”
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