Influencer marketing was worth $9.7bn in 2020 and is expected to grow to $15bn by 2022 globally. Half of marketers say that they’re spending more than 20% of their budget on influencer content. The cosmetic brand Estée Lauder announced in August 2019 that it was allocating more than 75% of its marketing spend to social […]
Digital
A quick, simplistic framework for evaluating media opportunities
Continued testing of new advertising opportunities is key to a brand’s growth. With the media world constantly diversifying, the volume of testing opportunities available has expanded into the thousands. When every media owner is touting their offering as the best, how do you quickly narrow down which tests to prioritize? To do this, we need […]
The pandemic’s impact on digital offerings
The COVID-19 pandemic has forced businesses to accelerate their digital offering. This has driven traditional bricks-and-mortar-based businesses online, for instance: ASOS acquiring Topshop, and Boohoo acquiring Debenhams. It has also created a more level playing field, with Facebook recently referring to this as a democratised market: anyone can buy anything anywhere! A prime example of […]
Is Instagram for kids a step too far for Facebook?
In 2015, YouTube launched YouTube Kids, an app built containing content specifically designed for children. Google launched this platform to help parents rest easy in the knowledge that their children could spend time on YouTube unsupervised whilst staying safe. The initial announcement said that “this is the first step toward reimagining YouTube for families, but with […]
Google update on organic search ranking from May 2021
Google recently announced that Core Web Vitals (CWV) are becoming ranking factors for organic search results (commonly referred to as SEO1) from May 2021. While the vast majority of the elements contained within Core Web Vitals are existing factors, the framework itself is an update on top of the existing user experience (UX) related signals. […]
The era of automation is here
Since launching on 23rd October 2000, Google Ads has come such a long way. Starting with just 350 advertisers and a cost per thousand (CPM) model, Google quickly started evolving its offering: introducing a cost per click (CPC) buying model, bringing in relevancy as a key factor and consistently releasing new functionality and ad extensions. Over the next […]