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    This is the personal blog of Simon Kendrick and covers my interests in media, technology and popular culture. All opinions expressed are my own and may not be representative of past or present employers
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Selective reporting

I like the IAB. They’re nice people, and do good work. I’m even a member.

But… Internet overtakes TV to become UK’s biggest ad sector ?

No.

As I pointed out this time last year, their reporting is a bit disingenuous (click through to see a nice chart – a product of my ability to devote greater time to blogging).

The headline finding this year is that online represents 23.5% of all UK spending, whereas TV represents 21.9%

However:

  • Online conflates search, classified, display and email
  • Press display and classified (conveniently separated) combined account for 29.5% of ad spend
  • Display represents less than a fifth of all online spend
  • If my mental arithmetic is performing better than it was previously (no guarantee), online video advertising is about 2/3 of a % of all online advertising
  • Despite PWC auditing, the data is still ultimately self-reported. Online video spend was caveated last year because many respondents didn’t notice the change to the survey, and grouped video into display (as they had done in previous years)

There are still plenty of good stories within the data – online advertising is the only growing medium (though this is driven entirely by search).

But why let the truth get in the way of a good story.

sk

Image credit: http://www.flickr.com/photos/expressmonorail/

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Public accepting of advertising supporting free online video

New data from Ipsos MediaCT in the United States shows that the public are largely accepting of the ad-supported online video model.

Over four in five online video users think that it is reasonable to include advertising on full length TV programmes. To me, this is expected but what I did find surprising is that almost two thirds would accept advertising on short-form content.

The only format where a majority feel that this model is unreasonable is user generated content – an interesting result as Youtube consider various methods to shore up its revenue model.

As this data indicates, the question over whether ad-funded models can work online is largely settled. But while people may be in favour of the principle, the practice is still a huge cause for debate.

If someone knows the perfect method, volume and tone to distribute video advertising online, could you please let me know?

sk