News You Can Use: Marks & Spencer Top Christmas Effectiveness Chart
Each and every week Unruly scours the web, Twitter feeds and events for the biggest stories from around the ad industry – so you can catch up on anything you missed before the weekend.
This week we dig deep into the latest research from eMarketer, which reveals that UK advertisers have spent more than £3bn programmatically in 2017 – a number which looks set to continue growing rapidly over the next 12 months.
We’ve also got the latest Unruly EQ chart, this time ranking the biggest Christmas ads of the year!
Only 40% of major advertisers are confident that more than half their online ads are seen by humans and not bots. That’s according to new research from marketing agency QueryClick, which also highlighted concerns around transparency, especially for advertisers whose DSP is owned by their agency.
The research also revealed that programmatic advertisers would like to see punitive measure put in place for businesses that knowingly commit ad fraud – with 85% of those surveyed saying they’d like industry trade bodies such as the IAB to step up and deal with bad actors more proactively.
The Advertising ID Consortium, the open identity solution for the digital advertising ecosystem, this week announced new platform partners including Unruly that have agreed to join the programme.
Since the Consortium’s announcement in May 2017, the founding members have established a governance system and product specification that includes an open and standardized cookie and accessible people-based identifiers, delivered in a secure, privacy-conscious omnichannel identity framework.
By the end of 2017, UK advertisers will have spent £3.39bn on programmatic advertising, up 23.5% compared to last year – according to the latest research from eMarketer.
The report also highlighted strong video growth, with UK programmatic spend in the medium set to reach £956m this year and more than £1.2b next year. eMarketer’s forecast suggests that a large part of this growth is down to the continuing boom in mobile formats – with 74% of UK programmatic video spend going towards mobile.
Marks and Spencer’s Christmas campaign, starring Paddington Bear, is the most effective Christmas ad campaign of 2017 according to Unruly EQ.
The ad topped Unruly’s Christmas Ad Effectiveness Chart, which uses the combined metric EQ Score to rank the ads based on their emotional, social and business impact. The intensity of emotions viewers felt while watching, brand favorability, authenticity and purchase intent all contribute to an ad’s final score.
The retail store’s “Paddington and The Christmas Visitor” topped the chart after 35% of viewers came away with a more favourable view of the brand – the highest of any Xmas ad this year.