European Advertising Trends That are Gaining Adoption: What the Rest of the World Can Learn
Chargebacks911® co-founder and COO, Monica Eaton, isn’t just an expert when it comes to ecommerce fraud. She also holds an impressive background in direct response marketing.
Monica’s insight appears as a feature story in this month’s edition of FeedFront Magazine, offering an insightful interpretation of current trends in the European advertising industry.
The Proving Ground for Marketing
Analysts expect total ad spend in Europe to reach $33 billion in 2016. Although Europe represents a relatively small share of the $554 billion in projected global ad spend, Europe is highly important as a testing and proving ground for emerging trends.
“By analyzing the hottest markets in Europe, and the advertising trends that are gaining adoption there,” Eaton suggests, “the rest of the world can adjust accordingly.”
Digital Surpasses TV
In the US, experts project total digital ad spending for 2016 to outpace television ad spending for the first time in history. In the UK, Ireland, Canada and Australia, however, digital is already the principle ad outlet.
While ad spend continues to rise across the board, the growth of digital ad spend far outpaces other sources including radio, outdoor ads and the longtime ad spend leader, television.
More specifically though, mobile advertising has grown at breakneck speed over the last few years, and that lead to some positive changes in thinking for European marketers:
European advertisers seem to have a leg-up on the rest of the world in, at least, one area; they’ve recognized the importance of attribution. Multi-channel and multi-device campaigns have made attribution absolutely essential. Advertisers who can’t definitely identify touch-points will get trampled by industry leaders.”
Programmatic Advertising Continues to Rise
Monica also touched on the popularity of programmatic advertising, citing figures suggesting that 40% of all European ads will be programmatic within the year. However, Monica also suggests that reliance on automated techniques can lead to unintended negative consequences.
“…based on my own personal experiences, automation without human involvement can lead to deceiving results,” she said, underscoring the problem of over-reliance on automated solutions with no human oversight. “Programmatic makes it easy to focus on less significant variables, like high click-through rates and low CPAs.”
