Digital Advertising

The latest advertising best practice, case studies, trends, training and more. From affiliate marketing and behavioural targeting to native and programmatic

2023 Trends

Retail media in 2023: What do the experts predict?

News and developments in retail media dominated 2022. “Everything is an ad network“, summarised analyst and investor Eric Seufert. As online continues to represent an increased proportion of shopper spend in the wake of Covid-19, retailers (and beyond) are increasingly waking up to the advertising opportunities that this presents – while brands are seeking new […]

paid social

Social advertising in 2023: What do the experts predict?

It has been a tumultuous year in social advertising, as brands and advertisers pulled back on paid social amid macro-economic challenges and iOS privacy updates. So, as we head into 2023, can we expect a different story? We spoke to industry experts to get some insight into what’s to come, with brand safety, first-party data, […]

on demand tv streaming

The changing CTV landscape

Reports of television’s demise as a mass-marketing platform may have been greatly exaggerated by some of online advertising’s proponents in the past decade, but the numbers show the inevitable impact of media competition and fragmentation on broadcasters.

In one section of his presentation from February of this year, The New Gatekeepers, Benedict Evans looks at the impact on broadcast viewing as media has fragmented. A notable slide includes a chart showing Nielsen ratings for the top-rated US TV show, which was viewed by over 60% of TV households back in the early 1950s, but by barely 10% of households in 2020, a time of streaming and creator content.

So, what does connected TV (CTV) look like in 2023?

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Latest Reports

Retail Media Best Practice Guide

Retail media can help brands reach in-market customers near the point of sale. This guide looks in-depth at the retail media opportunity, with best practice advice on strategy, campaign execution and measurement.

Social Media Advertising Best Practice Guide

Social media platforms can offer brands highly targeted and effective advertising in a wide variety of formats. This best practice guide covers the key opportunities, with practical advice on navigating the challenges, designing campaigns and developing a strategy.

The Fundamentals of Digital Advertising

With the digital arena expanding to include apps, TVs, virtual worlds and even outdoor billboards, digital advertising has grown vastly in size and scope in recent years. This best practice guide looks at how marketers can successfully plan, create, execute and measure digital ad campaigns.

Ad targeting illustration featuring a large magnet pulling hearts, likes and money towards it. One person is sitting in the bend of the magnet with a laptop, another is standing next to it with a bow and arrow. Another is nearby with a clipboard. Images of a clock, a target with an arrow in it, and a video play icon surround the magnet.

The contextual advertising boom: What is it, and how can brands take advantage?

What exactly do we mean when we talk about contextual advertising? Why is this particular type of advertising – once the predominant method of online ad targeting, which later took a back seat to behavioural targeting – experiencing a resurgence in popularity? And how can brands employ it to best effect?

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Latest Articles

A diagram illustrating the growth of retail media

What is retail media and what is driving its growth?

The retail media market has come a long way since Amazon first launched its network in 2012. Since those early days, a broad range of retailers and other businesses have established their own retail media networks, from Walmart to Kroger, Tesco, Best Buy, Instacart and even Marriott. This has catalysed growth which is set to […]

The paid social landscape: from TikTok growth to AI-powered buying

Paid social media strategies have continued to evolve in the past couple of years, reflecting a mix of technological advancements, shifting consumer behaviour, and the need to stand out in an increasingly crowded online space.    But what is impacting the market now? From the continuation of a volatile digital ad market to new platform […]

Ogury’s Ossie Bayram on cookieless advertising: the industry is ‘at a crossroads’

Ossie Bayram is UK Country Director at mobile advertising company Ogury. We caught up with Ossie to talk about all things adtech, including privacy, personified advertising, and ad fraud. You’ve previously talked about a “wholesale reinvention of the advertising industry” – what do you mean by this? “The adtech industry is currently at a crossroads. […]

Case Studies

Agencies

A day in the life of… James Ramsden, ECD at Coley Porter Bell

James Ramsden is Executive Creative Director of branding agency Coley Porter Bell. We asked Ramsden about his role, about immersive brands and design-centred campaigns, and his predictions on what’s to come in the industry. Econsultancy: Tell me about your role – what does a typical day look like for you? James Ramsden: If I’m at […]

Fast Track Digital Marketing

 ‌ Through 12 engaging video modules, recommended readings and quizzes to test your knowledge, you’ll learn the fundamentals of digital marketing. Includes modules on advertising and measurement.

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Advertising - Econsultancy's Internet Statistics Database

Advertising statistics – explore the ISD

Keep up to date with the latest advertising statistics via the Internet Statistics Database. Browse, save and export charts as you go.

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