Media Information 107
through Titan’s Transvision screens and CBS’s for the first time and is ranked third. Spend in
technology on the London Underground. There these categories are largely attributed to display
now seems to be a more thorough appreciation and classifieds, however if you look at display
of how to use this technology, and with digital’s ad spend alone, then the top three sectors are
ability to target audiences through day part, this Technology, Finance then Entertainment & Media.
should only enhance out of home’s accountability.
Networks have seen significant growth this year,
With the rise of mobile phone technology and
with 41% of gross display spend now going
the integral part out of home can play (already
through networks (Source: IAB). From a regional
in evidence in paper memory and QR code
point of view, networks are putting Scottish
technology), the next 18 months will be an
websites under pressure for advertising budgets
interesting time in seeing how the industry adapts.
with their ability to geo-target to Scottish users.
Audience research has perhaps been out of
With more pressure on marketing budgets, clients
home’s one weakness in comparison to other
are turning to online for better accountability
media – which will hopefully change with a much
of their ad spend. New rich media metrics
needed expansion of the Postar survey. Long
introduced in 2008 have attracted more
confined to just roadside formats, Postar will for
traditional FMCG advertisers to add online into
the first time be encompassing digital formats,
their communications mix. The new metrics
buses, taxis and the London Underground
can show how interactions with ads correlate
to ensure advertisers can access complete
with conversions and this data is invaluable to
coverage and frequency figures across their
agencies and clients when planning campaigns,
entire out of home campaigns. The sample size
both from a creative and media perspective.
will be increased and GPS meters will be placed
on ten thousand respondents to track their
As for 2009, the growth areas to watch out for
every movement, enabling a greater degree of
are in-game advertising, mobile internet and video
accountability and data.
phone applications, along with pre-rolls becoming
a mainstream format.
ONLINE
Sally Mawby, Head of Search
PRESS
Nicola Yates, Digital Account Manager
Alison Black, Head of Press
Feather Brooksbank
Feather Brooksbank
As this goes to print, online ad spend has defied
Credit crunch aside, 2008 was always going
the economic downturn for the first half of 2008
to be a tough year for press and the impact of
and accounts for 18.7% share of the market,
the current economic crisis the world currently
according to the IAB. Standard and rich media
finds itself in will no doubt take its toll on UK and
formats saw a 36.3% year on year growth on
Scottish press well into 2009.
ad spend, but tenancies, sponsorships, display
Circulations continue to drop nationally and
ads in email and interruptive formats have all
the Scottish indigenous press, particularly the
decreased this year. Pre-post roll formats were
qualities, is being badly hit. Professor Meyer,
included for the first time in the survey and we
whose book, the Vanishing Newspaper, predicts
would expect to see the spend on these formats
that the last newspaper in America will be
increase next year as more agencies start to
published in 2043, caused a bit of a stir this year
incorporate them as an extension of their TV
by predicting the end of Scottish newspapers
campaigns.
within 10 years. However, despite declines in
Paid search spend has continued to grow at
circulation, research conducted by Feather
an impressive rate – 28.7% for H1 2008 and
Brooksbank has indicated that the newspaper
takes 58.3% of the online spend (Source: IAB).
industry should continue to remain healthy in
Google further increased its dominance this year,
Scotland, finding that Scots are more likely to buy
with Yahoo’s share of the paid search market
a newspaper than people south of the border.
falling further and MSN failing to launch any real
Four of the quality nationals Scottish circulations
challenge to Google’s crown.
(Times/Sunday Times and Daily/Sunday
Whilst natural search spend is still dwarfed by paid
Telegraph) have all bucked the trend and seen
search spend, its growth rate is greater. In 2007
slight increases from January to September
natural search grew by a whopping 68% and this
2008. Investment and interest in Scotland from
trend has continued in 2008.
the nationals continues with the Express doing
Media information supplied
by Feather Brooksbank
a push earlier in 2008 with Stan Myerson and
In terms of industry sector spend, Recruitment
Richard Desmond making a trip to Scotland
and Automotive remain in first and second place
to let agencies know they are actively investing
but Property overtakes Finance and Technology
in Scotland and opening up more availability
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