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5 to watch this week in digital: Coronavirus continued, keyword research methods and in-game advertising

It’s been a pretty busy week (to say the least) in terms of world news. With coronavirus still at the forefront of everyone’s minds, you’d be forgiven for having missed some of the marketing industry-specific headlines.

Luckily, we’ve got a quick round-up for you with our five things to watch in digital this week…

Sky takes the crown from P&G as biggest UK advertiser

After increasing their spend by 44.1% year on year in 2029, Sky has overtaken Procter & Gamble to become the UK’s biggest spender on traditional advertising. Surprisingly, it doesn’t end there for P&G as they slip into third place behind McDonald’s who increased their spend by 23.7% last year. Overall, spend on traditional marketing across the board was up 5.6% bringing the total to £55m. While these figures seem impressive, there are concerns that coronavirus will have an impact on the world of advertising in the coming months.

Coronavirus spikes ‘working from home’ advice content

With coronavirus causing a wave of uncertainty around the world, more and more companies are telling their employees to work from home. This is a response to try and help prevent the spread of COVID-19 but is everyone ready to work from home? A number of big brands are throwing their two-pennies to the mix with advice for working in isolation. What do you think about companies issuing a work from home policy?

Is traditional keyword researching still working?

With more and more marketers looking to evolve as quickly as search does, is it any wonder that we’re starting to ponder whether or not keyword research is working? With the rapid growth of voice search, the traditional keywords we’re used to seeing are changing. Now, keywords tend to be three or four words long instead of direct match search terms we’ve grown used to over the years. This is massively changing the way people are searching and therefore digital marketers are having to focus more on content than ever before.

Reddit launches new ad unit, Trending Takeover

Reddit recently introduced its brand-new ad unit, Trending Takeover. In a nutshell, it’s exactly the same as Twitter’s takeover ads in the trending tweets section. Trending Takeover ads last for 24 hours and will appear in the second slot on the ‘Trending Today’ drop-down. Although this might not seem like anything revolutionary, it’s an exciting new advertising opportunity for brands who may never before thought of using Reddit as an ad platform.

The future of in-game ads for Fifa

It’s common knowledge that gaming mega-giant, Fifa, makes the most out of advertising within their games. Crossing the boundary between reality and in-game activity, brands and companies from the real world can pay for advertising space on the football pitches within the Fifa game. The Drum takes a look at the future and current space of in-game advertising and how EA, the owner of Fifa, are using never before tried methods.

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Tom Pickard - Modo25
Tom Pickard
Tom Pickard - Modo25
Tom Pickard

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