ExchangeWire: Importance of Consistent Messaging

Written by Mathew Broughton, originally posted on ExchangeWire

The UK advertising industry grew for the 25th consecutive year, with ad spend reaching £5.97bn in Q3 2019, representing a year-on-year growth of 5.6%, according to the latest Expenditure Report from the Advertising Association (AA) and WARC released today (30th January 2020).

Report highlights

– Ad spend for Q3 2019 was 0.8% higher than initial forecasts, with the full-year total now expected to reach £24.8bn, a year-on-year increase of 5.2%. This growth rate is expected to be replicated in 2020, with spend crossing the £25bn threshold to reach £26.1bn.
– Growth was primarily driven by increased revenue from online advertising, with digital out-of-home (DOOH) the standout sector which generated spend of £603m through the quarter, an increase of 14.7% y-o-y.
– While digital advertising continues to grow, offline formats saw their fourth year of contraction. Two-thirds of all media spend is predicted to be online by Q2/Q3 2021.

Importance of consistent messaging, frequency, and measurement

The latest WARC report speaks to the importance of maintaining a consistent brand experience for consumers across a range of connected advertising formats, especially as we continue in an era of digital platform and device proliferation.

As ad spend increases, brands must consider the importance of consistent messaging across devices, ad frequency management to mitigate ad over-exposure and waste, and most importantly – accurate measurement and attribution across all digital touchpoints. This will be ever-so critical for smaller, emerging or breakthrough DTC brands to attract and engage with target audiences cost effectively.

Tom Rolph, VP EMEA, Tapad

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