Spending on digital advertising in the UK is on course to outstrip all other traditional formats combined including TV, print etc according to a recent article in The Guardian. Sales and marketing researchers Strategy Analytics estimate that the total UK advertising market will hit £15.8bn in 2015, up 5.5% from last year. An incredible just under £8bn of that will be spent on digital ads.
But just how effective is this rush online? Despite the hours spent on your mobile, tablet or desktop, how many online ads can you recall? A lot of online content and advertising fails because it tries to recycle old media ads or content to what is a totally different channel. The old phrase of ‘putting lipstick on the pig’ seems appropriate to a lot of online marketing efforts.
US car insurance company Geico and its agency (The Martin Agency) understand this. See ad below that recognises the short attention span of online audiences (but do stick with it for more than 5 seconds!).
But just how effective is this rush online? Despite the hours spent on your mobile, tablet or desktop, how many online ads can you recall? A lot of online content and advertising fails because it tries to recycle old media ads or content to what is a totally different channel. The old phrase of ‘putting lipstick on the pig’ seems appropriate to a lot of online marketing efforts.
US car insurance company Geico and its agency (The Martin Agency) understand this. See ad below that recognises the short attention span of online audiences (but do stick with it for more than 5 seconds!).
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