The last 18 months have been rather short on positive news. However, marketers and publishers appear to be in for a lot of good things in the next few months.
The Q3 report, released last week, found that UK marketing budgets have grown at the strongest rate in four years, chiefly because of looser lockdown restrictions, pent-up consumer demand, and a stronger economic outlook.
Marketers and advertisers will be recouping their losses from the pandemic by mid-2022, a study says, and ad spending is expected to grow sharply next year as a result.
On A Positive Note - Adaptability!
Many marketers have commended the positivity in recent report's as a sign of the industry's ability to adapt and boast demonstrate its resilience.
Our industry's marketing budget growth is at its highest level since 2017, and this proves that we're facing challenges in a way that keeps us innovating.
Looking ahead though, what works now may not work this time next year, as the digital landscape and global situations continue to evolve.
Not In The Clear Yet?
BUT… It’s worth remembering there are still some bumpy roads ahead. Continuing Brexit complications, additional lockdowns and possible supply chain malfunctions could all derail any progress.
Maybe we need to focus on maximising the positive trend among publishers?
Having seen the increase in advertising investment through Q3, it is time for publishers to look into monetisation strategies to make the most of it.
Technology enables companies to efficiently manage ad placements in order to optimise their revenue whilst simultaneously reducing their workload (Winning!!!).
By doing so this gives way to you having the opportunity and well sought after valuable time to be able to source other various avenues to increase your revenue.
Takeaway Pointers To Remember
Video has grown 12.6% to become the biggest driver in main media, up from 4.2%, and it is imperative that advertisers take advantage of this to measure video's attention and optimise their campaigns by gaining insights into the impact of the presentation of an ad and key dimensions of consumer engagement.
New research shows that over two in five consumers intend or will increase their online shopping levels in the near future, despite uncertainty at the beginning of 2021 as to whether new consumer habits would stick.
We are moving through Q4 with impressive strides as our industry continues to grow. Moreover, it's heartening to see that brands are investing more in main media 'big ticket' campaigns and that this trend will no doubt continue with ad spend rising sharply in 2022."
