{"id":316,"date":"2018-09-23T16:19:00","date_gmt":"2018-09-23T16:19:00","guid":{"rendered":"http:\/\/thefreezoneblog.com\/blog\/2018\/09\/23\/digital-spending-in-us-britain-hits-52b\/"},"modified":"2018-09-23T16:19:00","modified_gmt":"2018-09-23T16:19:00","slug":"digital-spending-in-us-britain-hits-52b","status":"publish","type":"post","link":"https:\/\/thefreezonechannel.com\/old\/digital-spending-in-us-britain-hits-52b\/","title":{"rendered":"Digital spending in U.S, Britain hits $52b"},"content":{"rendered":"
\n<\/a><\/div>\n
\n<\/div>\n
\nSpending on digital marketing grew by 44
\nper cent last year in the United States and Britain to 52 billion
\ndollars, a study has found.<\/u><\/u><\/div>\n
\n<\/u> <\/u><\/div>\n
\nIt estimated that global outlays on such tactics are approaching 100 billion dollars.<\/u><\/u><\/div>\n
\n<\/u> <\/u><\/div>\n
\nIn contrast to placing online ads through
\n intermediaries, digital-marketing, or \u201cmartech\u201d, it has appeal of
\nenabling brands to target consumers directly via social media,
\nsearch-engine-optimization or voice-activated-assistants,
\n such as Amazon\u2019s Alexa.<\/u><\/u><\/div>\n
\n<\/u> <\/u><\/div>\n
\nThe growth in part reflects a desire to
\ntake functions in house following high-profile complaints by consumer
\ngiants Procter & Gamble and Unilever 
\nover fraud in online advertising.<\/u><\/u><\/div>\n
\n<\/u> <\/u><\/div>\n
\nThe issue of \u2018brand safety\u2019, which can be
\n jeopardized when ads appear next to unsuitable online content, has also
\n frustrated marketers and encouraged them to seek greater control over
\nhow they target audiences.<\/u><\/u><\/div>\n
\n<\/u> <\/u><\/div>\n
\n\u201cClearly marketers are seeking to build
\nin-house strength and are set to spend more on martech to remain
\ncompetitive,\u201d said study author Damian Ryan, a partner at UK accountancy
\n firm Moore Stephens.<\/u><\/u><\/div>\n
\n<\/u> <\/u><\/div>\n
\n\u201cOur research finds that this budget is
\ncoming from media spend and will have a resounding impact on the value
\nof media-centric agencies,\u201d he added.<\/u><\/u><\/div>\n
\n<\/u> <\/u><\/div>\n
\nHe referref to traditional ad agencies that are struggling to adapt to the digital era.<\/u><\/u><\/div>\n
\n<\/u> <\/u><\/div>\n
\nThe Moore Stephens survey, conducted with
\n advertising and media consultancy WARC, covered 800 companies in North
\nAmerica, the Asia-Pacific and Europe.<\/u><\/u><\/div>\n
\n<\/u> <\/u><\/div>\n
\nIt found that brands in Britain and North America spent 23 per cent of their budgets on martech, up from 16 per cent a year ago.<\/u><\/u><\/div>\n
\n<\/u> <\/u><\/div>\n
\nAnd 63 per cent of U.S. technology budgets were spent in-house, compared with 44 per cent last year.<\/u><\/u><\/div>\n
\n<\/u> <\/u><\/div>\n
\nTough European data protection rules that
\n took effect in May, as well as concerns over the data practices of
\nsearch giant Google and social network Facebook.<\/u><\/u><\/div>\n
\n<\/u> <\/u><\/div>\n
\nThese are the two biggest online advertising platforms.<\/u><\/u><\/div>\n
\n<\/u> <\/u><\/div>\n
\n The rules have led several players in the ad industry to merge or retrench.<\/u><\/u><\/div>\n
\n<\/u> <\/u><\/div>\n

<\/p>\n

\n \u201cWe\u2019re at the beginning of the shakeout,\u201d Ryan told the media in an interview. (Reuters)<\/div>\n","protected":false},"excerpt":{"rendered":"

Spending on digital marketing grew by 44 per cent last year in the United States and Britain to 52 billion dollars, a study has found.   It estimated that global outlays on such tactics are approaching 100 billion dollars.   In contrast to placing online ads through intermediaries, digital-marketing, or \u201cmartech\u201d, it has appeal of […]<\/p>\n","protected":false},"author":1,"featured_media":1365,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[44],"class_list":["post-316","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-trade","has-post-title","has-post-date","has-post-category","has-post-tag","has-post-comment","has-post-author",""],"yoast_head":"\nDigital spending in U.S, Britain hits $52b - The Freezone Channel<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thefreezonechannel.com\/old\/digital-spending-in-us-britain-hits-52b\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Digital spending in U.S, Britain hits $52b - 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