Welcome to the latest instalment in our series of weekly roundups, where we bring you the latest exciting developments in the world of digital marketing. This week, we take a look at some of the best Halloween ads from brands such as Ikea, Burger King, Bacardi and more.
Let’s dive into some of the latest and exciting updates and news from the marketing world…
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A new study has found that brand-building activity is responsible for growth in digital video spend. Digital ad spending continues to grow, recording a 5% rise in the first half of the year, with digital video accounting for the strongest growth. IAB UK and PwC’s half-year digital ads pend update demonstrates that digital video is in large part responsible for the resilience of digital ad spending over the past six months despite wider volatility in the ad market. Investment in digital advertising overall recorded a total growth of 5% despite inflation. Meanwhile, spend on video ads specifically attracted the strongest growth at 11% year on year. Digital video is now 25% of the total market and 61% of Display spend. That ad spend is following user consumption habits. Ofcom’s Media Nations report shows over a third of UK adults watch short-form online videos daily, rising to 68% of 15- to 24-year-olds.
With the spooky season in full swing, The Drum is showcasing the best campaigns that lean into the scary celebrations in creative ways to grab consumers’ attention and build brand awareness. Brands including Ikea, Burger King, Bacardi, and Meta are all getting involved in the spooky action.
Meta Platforms, the parent company of Facebook, has reported a significant financial rebound. In the third quarter, the company’s revenue increased by 23% to $34.15 billion, surpassing Wall Street’s estimates. Profit more than doubled, reaching $11.6 billion. The growth was partially attributed to a recovery in digital advertising, aligning with improved financial performance in the industry. Meta also benefited from cost-cutting efforts, with expenses declining by 7% to $20.4 billion. This indicates that the company’s focus on efficiency has contributed to its improved financial results. The digital advertising industry’s revival is apparent in the financial reports of other major companies like Google and Snap as well.
Microsoft is reintroducing Microsoft pubCenter, which was initially launched in 2006 as a code-on-page ad solution. It is designed to help creators and small to medium-sized publishers monetise their websites. The revamped pubCenter will offer ads aimed at increasing engagement and revenue. Users can employ it alongside Google AdSense, with Microsoft’s ads displaying when a higher bid is predicted. The service will tap into the Microsoft Advertising Network, including Microsoft Invest and the Microsoft Advertising Platform. Currently available for U.S.-based businesses in a pilot release, it will be expanded globally in the coming months.
In recent weeks, users with access to Google’s Search Generative Experience (SGE) have been reporting a reduced presence in the SERPs. Whilst Google has not commented on the reason for this, many users are speculating that it could but due to the accuracy of answers and lack of trust from public that has led to the decision to scale it back. This is good news for those working in SEO as, with a reduced SGE format, organic CTR is not going to be as significantly impacted, although it is strange that Google have made this decision considering the huge number of resources they have invested into their AI features.
Google Maps are expanding their AI features for route preview, visual search and electric vehicle charging. Their new Immersive View feature is going to provide a more detailed, 3D preview of routes to allow users to experience a more simulated journey as if they were there. Updates to Google Maps’ Lens feature include the ability to let users lift their phone camera around them to orient themselves and find nearby restaurants, shops and more. There has also been more information added to help provide electric vehicle drivers with more information on charging points, including compatibility, power level and data on when chargers were last used.
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