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5 to watch this week in digital: Increase in digital advertising market share & Bumble’s TikTok advertising success

It was only back in April when Google released the 1.3 version of their Ads Editor, but there have been developments since, and the next version has already been announced. We’ve also seen dating app Bumble experience a boost in app downloads as a result of advertising on fast-growing video-sharing app, TikTok.

Here’s our 5 to watch this week in digital marketing…

50% increase in digital advertising market share

In the latest forecast report from Zenith, digital advertising is to claim the majority share of total global advertising spend for the first time this year at 51%. The report claims that the pandemic has resulted in a mass digital transformation and the main trends now driving spend in advertising are e-commerce, data-driven personalisation and digital acceleration. The forecasting team at Zenith expect this to continue, as digital ad spend is only expected to endure a -2% decline across the whole of 2020. Read more here.

Advertising market share continues to fall for Twitter

Despite being one of the world’s leading social channels, with over 380 million active users – Twitter has lost significant advertising market share in the first half of 2020. Their ad sales decreased by 23% last quarter, comparing this to the likes of Snap, who reported an increase in revenue of 17%. You can read the full story here.

Digital Advertising Platforms Market anticipating growth until 2026

The Digital Advertising Platforms Market Research Report has found that as a result of COVID-19, the digital market will steadily grow until 2026. This report provides the latest market insights, key stats, future trends and analysis from key players such as Twitter, LinkedIn, Adobe and Yahoo!.

Google releases the next version of its Ads Editor

Just a few months since version 1.3, Google has now released version 1.4 of their Ads Editor. Google have added several new features to help make ad campaigns more engaging, some of these include; combined audiences, local campaigns, video sequence campaigns, which enables you to edit video ad sequence campaigns and recommendations, which provides customised suggestions to help improve your campaigns’ performance – you can now review and apply recommendations across accounts in Google Ads Editor. Read the full list of features here.

Dating app Bumble increases downloads through TikTok advertising

Bumble has boosted app installs by five times and decreased cost-per-registration by 64% after running direct response ads on TikTok. The women-first dating app ran these ads from March to May and worked with creatives and social influencers to produce native content in ‘For You’ feeds. Fast-growing video sharing app TikTok also announced that from next year, it would finance creators with a $200 million fund to produce content. Is it time that your brand started advertising on TikTok? Read the full story here.

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

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