Online Suffers as UK Advertising Budgets Continue to Fall

By Peter Young

According to the IPA’s Bellwether report, UK advertisers substantially reduced their budgets in the final 3 months of 2008, with just 7% of respondents saying they had increased budgets during the final quarter of 2008. That was in stark contrast to the 49% who reported that they had cut their marketing spend during the same period. It was also the fifth successive quarterly reduction in spend, with initial forecasts suggesting 2009 is set to see further cuts.

One of the most noticeable statistics to come from the report however was that online advertising spend—which had managed to escape the downward trend in Q3 2008—started to see a decline with 7% of organisations reporting a reduction in spend for the following quarter (Q4). It should however be caveated with the fact that online was affected less than any other channel, indicative of further growth in terms of overall UK market share—according to IPA estimates now around 10% of total advertising spend.

Search Advertising Surges in Q4 – Defying the Economic Downturn

by Rene LeMerle

Amidst the economic doom and gloom, a new report has been released which shows that Search is defying the trends and predictions. Search advertiser numbers are surging in Q4 2008.

AdGooroo, a provider of competitive intelligence keyword research and suggestion tools, has released its Mid Quarter Search Engine Update Q408 which reports “First page advertising activity on all three search engines was up sharply during the first two months of Q4″:

While substantial growth is to be expected during the holiday season, the increase in active advertiser counts is surprising given the current environment of gloom and doom.

The growth across the search engines is remarkable given the current economic climate. Google has increased its advertiser count by almost 55%, which goes well beyond any seasonality.

Social Media: Failure to Launch

By Peter Young

Social Media is a name on many peoples’ list, and a channel on many advertisers’ marketing plans – however – as many advertisers have recently found – it may not necessarily be the most effective channel in terms of direct response.

Certainly the research would suggest the potential traffic is there. Research suggests that around 60% of Americans use social media sites, with around three quarters of this figure visiting a site at least once a week. That by itself would suggest that there is a significant branding opportunity alone via social media sites, so what are the problems?

Ka-Pow! Google Packs a Punch with TV Ads

Google TV Ads Header Graphic
Google seem to be on a roll with upbeat ideas recently. However one of the programs that may have slipped past some in the search space, is Google TV Ads.

At this year’s Pubcon conference I was fortunate enough to bump into Stephanie Duchaine of Google, and discovered why Google TV Ads are something every marketer should know about.

The link between TV and search

The latest data from Google shows that 37% of online users who perform a search, as a result of exposure to offline content, do so from seeing a Television Ad.