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5 to watch this week in digital: ‘streaming first’ future of TV advertising

This week, Google released an updated Crawl Stat report to help users better understand their algorithm. Elsewhere, the government responds to the suggestions made in the CMA digital advertising market study. Also, the impacts of COVID-19 are still becoming apparent including the overhaul of television streaming advertising. Here are our five to watch this week in digital:


Google releases updated Crawl Stats report

Google has released an updated Crawl Stats report via Goole Search Central. As part of Google’s recent string of interface updates, this new Crawl Stats report aims to help website owners better understand how Google is crawling their site.

In their update, Google reveals new features to the report, including:

  • “Total number of requests grouped by response code, crawled file type, crawl purpose, and Googlebot type
  • Detailed information on host status
  • URL examples to show where in your site requests occurred
  • Comprehensive summary for properties with multiple hosts and support for domain properties”

UK government responds to CMA digital advertising market study

Earlier this year, the Competition and Markets Authority (CMA) published a report of its study into online platforms and digital advertising. Now, the government has formed its own response to the recommendations made within CMA’s report. In their overview, the government says it will:

  • “consider the Digital Markets Taskforce’s advice on the design and implementation of a new pro-competition regime for digital markets, which is due by the end of 2020
  • establish and resource a new Digital Markets Unit (DMU) from April 2021, housed in the CMA, to build on the work of the Taskforce and begin to operationalise the key elements of the regime
  • consult on proposals for the new pro-competition regime in early 2021
  • legislate to put the DMU on a statutory footing when parliamentary time allows”

Streaming to become the future of TV advertising

There’s no denying that the impact of COVID-19 on our lives has likely permanently changed some of our behaviours. One such behaviour includes the use of on-demand streaming services. Now, industry experts are shifting to a ‘streaming first’ approach to TV advertising.

Half of UK households now subscribe to some kind of streaming service and viewing of video streaming services rose 71% by the end of June 2020. With that in mind, there is huge potential for advertisers to tap into channels they may have never thought of before this year.

Text message marketing techniques for Christmas 2020

Mobile Marketing has put together a comprehensive guide on text messaging marketing tactics for this festive season. Their top 10 recommendations are:

  1. Spread Cheer with Digital Gift Cards
  2. Lower Cart Abandonment
  3. Create a Sense of Urgency Around Sales
  4. Integrate Traditional Marketing and Track your ROI
  5. Personalize Texts
  6. Use Emojis and GIFs
  7. Send Virtual Greeting Cards
  8. Integrate Your Campaign Across Channels
  9. Sweepstakes and Giveaways
  10. Build a Loyalty List

Why content marketing should lead your overall strategy

We know it already, but content is the one marketing strategy that should be at the top of your list.

A report by Reach3 Insights found that 76% of respondents in their research have picked up new habits and routines as a result of the COVID-19. Of those, 36% said they would continue using new brands they have tried since the start of the pandemic. So, what does this have to do with content? Well, your story matters now more than ever. Your brand image and content on your site can have far-reaching effects on traffic and conversions.


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

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