Digital news – July
July has been a busy month in the world of digital, so we’ve rounded up the top news stories for you.
Google AdWords rebranded to Google Ads
On the 24th July, Google AdWords officially became Google Ads. AdWords was first launched 18 years ago – a lot has changed since then! The new branding represents the range of advertising capabilities Google offers from Google.com to their partner sites, apps and more, which all help advertisers connect with billions of people.
As well as the new branding, Google Ads have introduced a new campaign type to help small businesses get started and many other new features.
As many of you may know, Google rolled out the new Ads experience to all users on July 10th, which is timed to perfection with the new brand launch. Find out what our PPC Executive thinks about the new Google Ads interface.
Facebook attained IAB’s Gold Standard
The IAB Gold Standard aims to raise standards in online advertising. Since initially launching 7 months ago, Facebook pledged to work towards the Gold standard, which they achieved this month, according to The Drum.
Interestingly, 94% of advertisers are still worried about brand safety, with half believing that Facebook wasn’t doing enough to combat this. Achieving the Gold Standard is a step in the right direction, helping to reassure advertisers’ concerns.
Pay TV lags behind to streaming services
For the first time, Ofcom has announced that there are now more streaming service subscription (15.4 million) than traditional pay TV services (15.1 million). This highlights the shift in the UK’s viewing habits, with the vast majority of 16-34 year olds moving online.
This shift has been driven by the rise of global internet companies such as Netflix, giving the UK population more choice than ever before. Broadcast TV viewings are also in decline, now down by 9 minutes since 2016 and 38 minutes since 2012.
Sharon White, Ofcom’s Chief Executive, said: “We have seen a decline in revenues for pay TV, a fall in spending on new programmes by our public service broadcasters, and the growth of global video streaming giants. These challenges cannot be underestimated.”
Music streaming overtakes physical sales
Another first – Ofcom have reported that in 2017, revenue from online streaming subscriptions exceeded physical sales. This is driven by a quarter (23%) of all adults listening to music via streaming services each week, increasing to over half (51%) of those aged 15-24.
Music streaming services are now a prime opportunity to advertise to your target audience, especially through platforms such as Spotify and DAX. Find out more about audio advertising and how we can support.
Marketers lack confidence with budget allocation
Econsultancy announced this week that a huge 60% of marketers are not confident when it comes to allocating budget, following a new report from Nielsen. The main reason for the lack of confidence is that marketers are finding it difficult to determine which tactics will provide the best ROI. Therefore, 68% tend to use the same budget as the year before and increase or decrease it slightly.
Clicky’s strategy and insights projects can help you determine the right tactics to reach your target audience, along with the required budget for each to bring you the best ROI.
Chrome will mark HTTP sites as not secure
It’s been a long time coming and as of 24th July, Google have announced that any HTTP website on Chrome will be highlighted as not secure to the public. This could seriously impact the traffic levels to your website as well as conversions. Google initially gave a 6 month warning, so if you haven’t already, it’s now more important than ever before to ensure your website is safe.
Are you losing 73% of customers?
A recent survey of 3,200 people conducted by Eggplant found that if a website takes too long to load, you are likely to lose 73% of customers to a competitor. 2 out of 3 people stated that if a website is constantly slow, they will develop negative feelings towards the particular brand.
The world of web is developing at such an increasing rate, and with consumer habits changing, it’s no longer acceptable to have a slow website. Have you checked out the speed of your website recently? Here are 2 tools that can help – PageSpeed Insights and Testmysite.
It’s important not to forget that site speed is also important for organic search. Fast site speed can be correlated with higher rankings in search results, so it really is a no-brainer.