Post by account_disabled on Feb 27, 2024 8:54:57 GMT
The data to support the strategy: where we have invested and where we will invest The data published by Nielsen relating to the 2017 Italian advertising market leaves no doubt: digital is one of the sectors with the greatest investment in Italy . In fact, the web advertising universe closes with a positive sign: + 7.5%. In reality, if you look closely, if you exclude search and social , the positive sign remains, but drops to +1%. Nothing new on the horizon therefore: the trend of the press and magazines continues to be negative (-8.4% and -6.4% respectively), while the positive trend of the radio continues (+5.8%) and the TV is growing again (2.7 in November 2017) because, let's face it, we may also be a country of poets, saints and navigators, but we are, above all, TV-centric. And we are so much so that Italy is the only country in which, compared to the data of 17 foreign markets analyzed (from China, to Australia, to the United Kingdom, etc.), the digital channel remains second to TV , although growing both in terms of investments and share. (GroupM data) web marketing trends 2018 Remaining within the scope of Digital Advertising, the most significant growth is expected in paid search which can also count on new voice services designed for the channel and social advertising . On display , video is still confirmed as the best performing advertising format.
Double-digit growth also for advertising on mobile devices and for Panama mobile number list programmatic , which faces important challenges related to transparency and the fact that brands do not know where their ads will be displayed. Video that engages and retains The contents that generate the most engagement are videos : even more than images, they capture attention and stimulate user interaction because they tell and involve, collecting likes, comments and shares. But if in the past the advice was to create short videos lasting a few seconds, immediate and simple to use, today this no longer seems to be the case: alongside short formats, the user increasingly appreciates videos and therefore longer-lasting experiences, maybe in series. Binge -watching means just that. In summary, animated gifs and short slide shows for ADV ; long and serial videos to excite and build long-lasting relationships with customers. But also video marketing with live streaming and not just on Facebook. The Native because interrupting is not nice or polite We assume that the majority of users do not like advertising, advertising that interrupts the browsing experience, or invasive advertising. This is demonstrated by the data which highlights an increasingly important use of ad blocking systems : 17% of desktop users and 1% of mobile users use them, an overall percentage in Italy that is higher than the global average.
We can therefore compare native ads to the old editorial: they are paid content with promotional purposes, but they are inserted within - or organically correlated with - editorial content. The growth of native advertising continues to be dizzying, especially because it seems that the engagement data is 20 to 60% higher than traditional forms of online advertising. On the other hand, the difficulty of distinguishing between editorial and sponsored content often creates misunderstandings on the part of customers and requires the use of the " sponsored content " label. So in 2018, experiment with Native by paying attention to the device used by your target and the use of videos. Programmatic Advertising: what you want, when you want it Being programmatic means purchasing online advertising spaces through platforms that provide users with the content that is relevant to them, at the moment in which they are ready to use it. It is a system created for the web which is also spreading on TV, radio, cinema, etc... In short, the advertiser (i.e. the person who buys) can determine the value of the impressions and choose which audience to communicate to and where; the publisher (i.e. the seller) can also offer unsold spaces for auction. Born in 2009, it is now in full growth ( +26% in Italy in 2017 according to the Observatory of the Polytechnic of Milan) and seems to be one of the protagonists among the web marketing trends of this 2018 in which we will hear about: personalization of the the offer and not just the message; impact of the GDPR and therefore transparency on the collection, management and use of data; header bidding , technology that allows publishers to simultaneously evaluate different bids on their impressions.
Double-digit growth also for advertising on mobile devices and for Panama mobile number list programmatic , which faces important challenges related to transparency and the fact that brands do not know where their ads will be displayed. Video that engages and retains The contents that generate the most engagement are videos : even more than images, they capture attention and stimulate user interaction because they tell and involve, collecting likes, comments and shares. But if in the past the advice was to create short videos lasting a few seconds, immediate and simple to use, today this no longer seems to be the case: alongside short formats, the user increasingly appreciates videos and therefore longer-lasting experiences, maybe in series. Binge -watching means just that. In summary, animated gifs and short slide shows for ADV ; long and serial videos to excite and build long-lasting relationships with customers. But also video marketing with live streaming and not just on Facebook. The Native because interrupting is not nice or polite We assume that the majority of users do not like advertising, advertising that interrupts the browsing experience, or invasive advertising. This is demonstrated by the data which highlights an increasingly important use of ad blocking systems : 17% of desktop users and 1% of mobile users use them, an overall percentage in Italy that is higher than the global average.
We can therefore compare native ads to the old editorial: they are paid content with promotional purposes, but they are inserted within - or organically correlated with - editorial content. The growth of native advertising continues to be dizzying, especially because it seems that the engagement data is 20 to 60% higher than traditional forms of online advertising. On the other hand, the difficulty of distinguishing between editorial and sponsored content often creates misunderstandings on the part of customers and requires the use of the " sponsored content " label. So in 2018, experiment with Native by paying attention to the device used by your target and the use of videos. Programmatic Advertising: what you want, when you want it Being programmatic means purchasing online advertising spaces through platforms that provide users with the content that is relevant to them, at the moment in which they are ready to use it. It is a system created for the web which is also spreading on TV, radio, cinema, etc... In short, the advertiser (i.e. the person who buys) can determine the value of the impressions and choose which audience to communicate to and where; the publisher (i.e. the seller) can also offer unsold spaces for auction. Born in 2009, it is now in full growth ( +26% in Italy in 2017 according to the Observatory of the Polytechnic of Milan) and seems to be one of the protagonists among the web marketing trends of this 2018 in which we will hear about: personalization of the the offer and not just the message; impact of the GDPR and therefore transparency on the collection, management and use of data; header bidding , technology that allows publishers to simultaneously evaluate different bids on their impressions.