08/12: Digital Marketing News

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Robert Ferguson. Helen Reid (& David Haggerty).

This week, Robert Ferguson highlights new research into the dominance of Facebook and Google in terms of global Ad spend, while Helen Reid advocates reading at work. Check out the latest content that's caught the attention of our marketing team this week.

25 Percent of Global Ad Spend Goes to Google or Facebook

Facebook and Google accounted for ¼ of all ad spend around the world in 2017, according to new research.

Data from market research company WARC shows that the $133bn combined revenue from Facebook and Google equates to 61% of global online ad spend, increasing by 58% last year. This is obviously huge news as a headline statistic, but the trend of online ad revenue since 2012 also shows how quickly the media advertising landscape is changing: In 2012 the combined share of media revenue for Facebook and Google was 9%, which means that they have experienced a 177% increase in just five years. Check out the infographic from Statista below for more info on trends and the breakdown of the 25% between the two media ad giants.

Link for WARC research

 

 

Infographic: 25 Percent of Global Ad Spend Goes to Google or Facebook | Statista

You will find more statistics at Statista

 

Robert Ferguson, Senior Paid Media Manager

 

Tool up.

Last month, I heard Nicola Marie Beste, Senior Director Projects & Programs at Adidas, speak at the European Women in Technology conference. She spoke achieving work-life balance and succeeding.  The main message was around how you can have a balanced, successful life by making sure you’re really good at what you do. Tool up, as she put it. She recommended having a scheduled “Power Hour” each week (actually scheduled and blocked out in your diary) in which you learn and think, and become better.

Which brings me on to an article that caught my eye this week. In it, Seth Godin discusses the benefits of reading at work, raising the notion that by stepping away from your everyday tasks and reading something that is related, even perhaps only tangentially, your work will improve. He provided a list of twenty books to get started with, all with handy links to purchase (Secret Santa…DONE!).

I’m a huge advocate of wider learning. I’m in the lucky position that it’s my job as part of the Strategy & Insights team, to make sure I understand a broad spectrum of factors influencing clients’ businesses and our own organisation. Industries – past, present and future, specific sector changes, strategic moves, political and economic climate, consumer / client behaviour, societal issues and technical innovation, to name a few, all form the macro environment that impacts a business. And I haven’t even mentioned the marcomms side of things. But that’s a given. My role means I spend a lot of time reading at work. Before work too. And after work. Reading (or watching or listening for that matter) anything that will help me ultimately better understand a marketing problem or communication challenge, and more capable of developing a strategic solution. The content may not be directly related to a specific problem. Or an existing client. But it’s always valuable and beneficial to the work we do because it makes me think, it makes me change my focus, it gives me a different perspective.

Now, I’m certainly not saying this is the only way to tool up. Or that everyone has the opportunity to read and learn as part of their day like those of us in strategy and planning roles. I get it. But everyone should be able to carve out their “Power Hour” as Nicola Marie Beste put it, and start reading at work. It’s not slacking off. It’s making yourself (and your work) better.

One Dog’s reading habits

On the back of this article, I spoke with David Haggerty, my desk buddy, voracious reader, and Dog’s Head of Strategy & Planning, about his reading habits. Here’s what he said:

"I can’t pretend to read a lot of books – perhaps I should – but my wife would suggest that I probably read enough over the course of a typical day to get through a couple of books a week if I wanted.

I have a few staples that I refer to most days, covering a broad range of topics.

I use Campaign, Marketing Week and Design Week daily emails to keep abreast of what’s new and interesting in our industry.

I too, am a bit of a Seth Godin fan and read his blog most days (Dave Trott’s too). I guess these blogs mostly reaffirm the way I believe we should think about problems or behave in work.

Although it has an American bias, I use Fortune’s CEO Daily and Data Sheet daily round-ups as a way of keeping touch with broader business moves and strategies and the political and technology stories influencing it.

Like many, I use Facebook and twitter as news aggregators and through there I will dip into articles from the quality press both here (Telegraph, Guardian, Economist) and stateside (New York Times, The New Yorker magazine) to keep up to date with the latest political, economic, technology (and football) stories and opinion pieces.

When I manage to wrestle the remote from my toddler in the evenings I’m also a bit of a geek for documentaries (about almost anything) and art/design/architecture programming.

Hardly any of this directly finds its way into output, but then again, it helps me hold conversations with almost any client from any industry. It keeps me informed, keeps me thinking, encourages me to form opinions about a range of topics and issues, and understand how different businesses/industries/culture/society works. And every now and then presents me with great ideas to steal (or should I say take inspiration from).

I don’t see how agencies can survive without investing time in consuming knowledge and ideas. I certainly don’t feel I can do my job without it."

Thanks David, that's quite a habit you've got.

Helen Reid, Marketing Manager

 

That's it for this week, folks. Remember to tweet us @dogdigital or hit us up on Facebook if you have any comments or questions, and of course let us know what you're reading at work.