Commentary

UK Digital Ad Spend Soars, But What About The Brand Impact?

by Sean Hargrave , Staff Writer, October 29, 2019

Although political and economic uncertainty remains, with the October 31st exit from the EU missed once again as a December election looms, AA and Warc figures are suggesting that UK advertising continue to grow at pace.

The organisations have ramped up their 2019 prediction by 0.4% to suggest that UK …

ad spending, advertising, brand image, digital, london, research, search, uk

1 comment about "UK Digital Ad Spend Soars, But What About The Brand Impact?".

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Matt Keating from Exponential, October 30, 2019 at 1:22 p.m.
Assuming we're talking about an upper funnel campaign, proper 'brand uplift' studies can cost a lot of money so media owners etc will typically only offer them as added value on rather large campaigns, way over the average booking value- and yep, advertisers / agencies are unlikely to offer to pay for them themselves (indeed they normally fish for them as added value).

Also, many studies need a large sample size in terms of impressions, that again far exceed average booking values, so they are impractical in any case. This is my experience at any rate and I can't speak for all options that may be available on the market.

In terms of performance campaigns, naturally you are probably looking towards a CPA target of some sort, which will be measureable in terms of e-comm (and there are online to offline measurement solutions out there too) and again CTR is a very bad guide on that front.
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