Sam Taverner, EVP Merkle EMEA, comments on the AA/WARC report
Merkle EMEA's Liz Rutgersson, SVP, Head of Media Planning, comments on a report by eMarketer published this week which suggests that Facebook and Google's dominance of the UK digital advertising market has continued to increase, with a forecasted share of 63.4% compared to 62.7% last year.
Topics: Digital & Web Analytics
Q3 UK adspend for 2018 rose 5.1% year-on-year to reach £5.6bn - the 21st consecutive quarter of growth, according to Advertising Association/WARC Expenditure Report data. Here, industry bosses share their views on the findings.
Today’s consumer is both hyper-connected and increasingly wary of sharing their data with brands. Indeed, a recent YouGov survey found that most UK consumers can’t get through dinner without checking their phone, whilst the latest IPA TouchPoints survey revealed that 53% of the UK population agree that these days they tend to trust companies less.
In a digitised world, relationships are becoming increasingly fragile. Merkle EMEA's Tom Byrne, asks whether the relationships modern marketers are building with consumers are much different, arguing that it’s only a mind-set shift, not an ad stack addition that can create relationships with long-term value.