Despite the UK's economic downturn, advertising revenue on the Internet and mobile phones has risen to £ 4.
According to the data, 2011 is 8bn. The IAB/PwC ad-
Spendresearch also showed that online display ads exceeded 1bn last year.
Therefore, the share of online advertising is now the highest (28%)of UK ad-spend.
Compared to the previous year, mobile advertising spending more than doubled in 2011 to 203.
I organized a round table discussion with five senior thought leaders to share their insights.
Lee Wilkinson, digital product director at Hearst magazine in the UK, explained that as we live now after
Publishers in the PC era need to provide an advertising experience for cross-device translation.
The biggest challenge for him is how to make digital advertising more integrated.
His strategy is to give his advertising product development efforts as much attention as his consumer products.
Phil Stoke, partner at PwC partner EMEAleadand explained that for some time the industry has been talking about the concept of "buying, earning and owning media"
But we should also add "hosted media" now ".
This is to ensure that you provide a consistent brand feel at all potential advertising touch points that consumers interact with, from High Street to websites, apps, etc.
Josh Krichefski, chief operating officer of MediaCom, the largest media agency in the UK, told us that for him, the biggest focus is to make mobile advertising work.
The key is not to focus on limited ad display sizes, but to take full advantage of the features built into the phone and use them to make better ads.
Ads that see where people are, where they are, where they are, and how quickly they walk will be used to show more relevant ads in the future.
Libby Robinson, commercial director of creative agency M & C Saatchi Mobile, added that when brands were able to understand from the very beginning where Mobile was suitable for the event, the results were much higher, because this is the device that people have at all times.
Host of this round table, Guy Phillips, executive director of the Internet advertising agency (IAB)
I believe that the company will find that giving consumers more control over the way personal data is used may bring higher benefits to consumers and encourage them to voluntarily provide more information, at the same time, it provides better value for advertisers and higher returns for media owners.
Enterprises need to aim for win-win
A win-win model in which media, advertisers and consumers work together and benefit from it.
In the end, the only person who "owns" a customer --
Customer data-
It's the customer himself.
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