Advertiser spend on TV and social media is twice as high as daily consumption

A couple holding hands while watching TV.

Advertiser spend on TV and social media is highly inflated in relation to daily consumption. 

This is according to analysis of advertising spend forecasts of 100 worldwide markets by marketing intelligence service WARC, and the results of a survey by GWI of more than 715,000 consumers.

The analysis found that, as of the first quarter of 2021, social media now attracts more investment from advertisers than linear TV for the first time. However, both media draw far...

Institute for Rebooting Social Media launched by Harvard University

Social Media Platforms

Harvard University has launched an academic initiative called the Institute for Rebooting Social Media, which aims to fix social media's most urgent problems.

Described as a “three-year pop up initiative”, the institute will focus on addressing misinformation, privacy breaches, harassment and content governance.

The institute is part of the University’s Berkman Klein Centre for Internet & Society (BKCIS) and it is being funded with £1.5 million from the John...

TikTok introduces Shopify Shop Tab for approved merchant profiles

TikTok logo on a smartphone.

TikTok has unveiled an expanded partnership with Shopify and pilot testing TikTok Shopping among a select group of Shopify merchants in the US, UK, and Canada in the coming weeks. 

TikTok Shopping will bring new features that help Shopify merchants create engaging, organic content that sends consumers directly to their online store for checkout, making it easy for people to explore and buy the products they discover on TikTok.

Creative outlet

Through...

Everyday social media influencers grow in popularity

A man and woman covered in paint and holding paint brushes.

The everyday social media user has become the preferred influencer to follow for more than half of consumers (56%). 

Whether it is friends, family, peers, or wider networks, those that share day-to-day content, products, and places that they find a genuine interest in, without an agenda to promote, are now the most trusted source for authentic and genuine content for two in five consumers (38%).

The findings come from a study by Bazaarvoice, a provider of product...

Home Office spent £23,000 on social media ads to stop Channel crossings

Cliffs of Dover

The UK’s Home Office has spent more than £23,000 on social media advertisements targeting potential migrants in France, a freedom of information request has revealed.

The adverts, which told people not to cross the Channel, ran on Facebook and Instagram between December 2020 and April 2021.

However, since the five-month campaign ended, more than 7,000 people have gone on to cross to the UK in small boats, according to data compiled by the Press...

Three online data collection tips guaranteed to improve your business decision-making

Two people with laptops, making notes.

Given current global economic turbulence, business leaders can feel like they’re building on quicksand. Rapidly changing consumer demands, intermittent lockdowns and fluctuating manufacturing and transportation costs are just some of the challenges they’re facing.

To remain competitive, it’s more important than ever for businesses to predict trends and anticipate market shifts. Data is the secret ingredient which enables them to do this with accuracy. And many are turning to...

Verticurl and Startup-O partner in martech and investment fusion

UK marketing agency Verticurl has partnered with Singapore-based venture capital company Startup-O to bring its marketing tech services to the South East Asian investor platform.

With B2B technology start-ups proliferating, early stage founders face a constant challenge to stand out from the crowd, grow their revenues and achieve the goals of their venture capital investors.

In most cases, progress against these goals is self-driven or with the support of personal...

Vimeo becomes first video software company to partner with TikTok

TikTok Logo

Video SaaS company Vimeo has joined TikTok Marketing Partners, a group of specialist companies that create, implement and measure ad campaigns on TikTok’s video-based social media app.

The partnership gives small and medium businesses (SMBs) access to Vimeo’s suite of video creation tools whilst simultaneously enabling them to take advantage of TikTok’s broad userbase.

Pre-release tests of both company’s capabilities saw participants able to double the number of...

How performance creative can boost your digital marketing ROI in 2021

A pile of £20 notes.

Performance creative has a key role to play in enhancing return on investment (ROI) and is key for achieving successful digital marketing strategies and delivering business growth.

Essentially the meeting point between creative and KPI-driven campaigns, performance creative ensures digital assets are fit for purpose to support campaign delivery. By underpinning audience data with the channel-specific insights, marketers have the opportunity to have better products and services...

Falcon.io: On authenticity in social – linking a post-cookie, post-Covid world

"When it comes to marketing and social media, data is really telling us the truth - and we always shy away from reading the data and using it because it might make us look bad," explains Wiebke Leffers, senior strategist at social media platform provider Falcon.io.

"This 'creative' feeling of if something worked on social media or not is just outdated," Leffers adds. "We really need to understand if we are achieving what we [want] on social media."

It's the age-old...