Mail Online Pulls in Record Revenue

The clear advantages of including the Daily Mail in your advertising strategy became more apparent than ever this month, as the publication reported that its online platform, the Mail Online, pulled in record revenue for the first half of 2014.

Daily Mail and Online: The Best of Both:

Data has further proved in recent months that there are significant benefits to advertising online. The Internet Advertising Bureau (IAB) has found that not only are UK homes set to spend over £4,000 a year on average on the internet this year, but that the internet accounts for a larger share of ad spend in this country every year and that tablet use is growing by significant amounts, illustrating how the platforms people are using to access the world wide web are diversifying all the time.

It’s also important to note here the power of newspaper advertising; it creates a relationship with the reader based on trust, which in turns prompts them to trust the products it chooses to advertise. When you consider that a bare minimum of 4 million people read the Daily Mail every single day, you quickly see why it’s such an effective publication to advertise with.

£28 Million in Half Year Revenue Recorded by Mail Online

This would lead you to believe that an advertising campaign, such as the Mail Online, that enables you to take advantage of the benefits of both for less of an investment, would not only slim down the cost of that advertising strategy, but would provide heightened consumer exposure to said strategy. You would be right.

The latest figures from DMG Media (which includes the Mail Online) revealed that they saw a rise of 39% in operating profit in the first half of 2014, to £50 million. Specifically, DMG found that total revenue generated by the Mail Online rose by £8 million year-on-year to £28 million.

Figures further illustrated that the Mail Online recorded a readership rise of 39.3% last month to hit 10.9 million international readers daily. They also revealed that the Mail online had 180 million global readers in March, with daily averages measuring around 11.3 million. The company has since pointed out that growth in online advertising has offset a 4% decline in its print revenue and 3% decline in circulation revenue.

Webwindows Comments on the Effectiveness of the Mail Online

Considering the fact that advertising contributes the maximum to Mail Online revenue and the clear popularity of the medium, at WebWindows it is clearer than ever that the platform can bring major interest to your ad campaign. It’s effective and efficient, which allows you to diversify your ad campaign in other areas to reach a larger share of your target audience than ever before.

EU Totals Record €27.3 Billion Online Ad Spend

If you’re looking to advertise in EU markets, then Webwindows and the latest figures for ad spend on the content suggest that you need to include an online plank in your advertising strategy to reach an evolving consumer base.
Online ad spend is climbing in every major market. The UK, for example, recorded an impressive £6.3 billion in online ad spend in 2013, and that number looks set to increase as the year plays out. Furthermore 22% of US ad spend last year was online.

The Annual IABEurope Conference

These latest figures show that the consumers in the EU are just as keen to embrace digital platforms as their US and UK counterparts and the these numbers from the Internet Advertising Bureau Europe (IABEurope) reveal just how the money is being spent in order to secure companies the most effective advertising space in the digital age.Specifically, IABEurope revealed at its annual conference this week that online ad spend on the continent had eclipsed €27.3 billion for the first time ever. Citing AdEx Benchmark research - which according to the Bureau acts as the definitive to the European online advertising market – IABEurope revealed that this meant that online advertisings share of the European market grew by 11.9% in 2013.

The IBAEurope Breakdown of Online Ad Spend

They then went on to further reveal that mobile online advertising has managed to clinch a double digits display market share for the first time; it recorded 11.5% of the growth value, further proving that smartphone technology is rapidly becoming the platform of choice for effective advertising.

Also IABEurope revealed that there has been strong growth recorded for ad spend in the online video market as well, as it increased a massive 45.4%  in 2013, to bring in €1.19 billion. This is a landmark in its own right, as this is the first time that online video ad spend has passed the €1 billion milestone.

IABEurope CEO Townsend Feehan spoke out on what the figures mean. Feehan said: “These results confirm the increasing value contributed by digital advertising to Europe’s economy. Technology innovation is driving growth and it’s important that we continue to foster our European digital businesses to enable a strong European presence on the world stage.”

At Webwindows, we couldn’t have said it better ourselves. These latest figures show that if you are looking to target a European consumer base, you need to involve an online element in your advertising strategy.

TV the Most Effective Advertising Medium?

A new study has been conducted by a group called Thinkbox, exploring the effectiveness of television advertising. Webwindows will discuss the findings of the report and talk about the mediums status amongst other forms of advertising in terms of their effectiveness.

The Report

The study analysed over 4,500 advertising campaigns dating back to 2008. They found that the average television advert provides a return of £1.79 for every pound invested between 2011 and 2014. This is an increase of 9p from the £1.70 return in the period from 2008-2011.

TV advertising also created 33% more branded online searches during the earlier period against the later. This is important information if you are implementing an online advertising campaign.

Webwindows can announce that TV advertising proved to have the highest return on investment (ROI) of any form of advertising over the period the survey was conducted. The ROI was driven by an the increasing sophistication of advertisers creating ad opportunities across various media platforms, higher quality content and the falling price of adverts.

The finding of the report was delivered at the annual Payback 4 Summary of TV, radio, press, online display, and outdoor advertising. Each medium was compared on a like-for-like basis. The report found that TV advertising was twice as effective as the next best performing medium, which was press or newspaper advertising. Webwindows recommends choosing a marketing campaign that is best for you - we will work with you to look at your target audience, your budget and resources and decide on the best marketing strategy which will best suit you.

Halo-Effect

The report also showed that TV advertising benefits from a ‘halo-effect’.  This sees product sales boosted for items that are not directly advertised. Also known as the ‘multiplier effect’, this increases the effectiveness of other campaigns running in tandem.

The Effectiveness Practice Leader at Ebiquity said ““TV has consistently demonstrated the highest ROI over a 7 year period, during a period of unprecedented economic and technological upheaval and change. TV is continuing to demonstrate its value as we see the first real signs of economic growth.”

Revenues

UK TV advertising revenues increased by 3.5% in 2013 to reach an all-time high pf £4.63 billion. Webwindows announced that advertising spend will reach £20 billion next year. The figure for this year is expected to rise again due to the 2014 World Cup in Brazil.