UPFRONTS 43% 43 per cent of those


questioned felt that social media is the FUTURE of Internal Comms Source: Inside Insight


Advertisers spent £26.7 Million on the keywords examined in the fi rst half of the year, compared with £21.6 Million during the same period of 2015 Source: AdGooroo


Spend Big on Paid Search


Amazon and Telecoms Brands


year according to a mid-year report by Kantar Media.


UK retail spend on paid search has increased by 24 per cent year-on-


The study by the Kantar Media company AdGooroo examined Google desktop text ad activity on the top 250 retail product keywords during the fi rst six months of 2016. It found that advertisers spent £26.7 million on the keywords examined in the fi rst half of the year, compared with £21.6 million during the same period of 2015. Leading the spending


was Amazon.co.uk, followed by Apple and John Lewis. Retailers in the telecoms


sector – including o2 and Carphone Warehouse – dominated the remainder of the list, spending a total of more than £2.2 million. The presence of so many telecoms in the retail ranking is driven by the strength of just 12 mobile-specifi c terms in the top 250 keywords,


be able to choose who does and doesn’t see their Story. Users will also need to tap to cycle through the pictures, and swipe to skip whole stories…yes, we thought it sounded pretty familiar, too. Should Snapchat be shaking in its ghost-boots? It’s been made very clear to


marketers and users alike that Snapchat has been dominating in user growth, and has been sneaking up behind Instagram for a while now in total user numbers (and is already more popular than Twitter!).


It’s possible that this


transparent adoption of Snapchat’s key USP


which accounted for £4.5 million, or 16.85%, of total paid search ad spend on the keyword group during the fi rst six months of the year.


The top fi ve UK retailers by keyword ad spend in the six-month period were:


1 Amazon 2 Apple 3 John Lewis 4 o2 5 Carphone Warehouse


The top fi ve retail product keywords by paid search spend in the six-month period were:


1 “iphone 6s” 2 “engagement rings” 3 “samsung galaxy s6” 4 “business cards” 5 “mobile phones”


59 per cent of INSTAGRAM


users say they use the platform to engage with brands


Source: Adobe 59%


Facebook Holds Strong


Facebook is dying platform, a new Adobe study shows that it is as important as ever for brands to be using it.


Despite speculation that


In July, Adobe released the second stage of its Europe Best of the Best 2015 report, providing insight into how brands can best utilise


the web and social media to enhance customer experience. Based on Adobe Marketing Cloud data and a survey of over 5,000 consumers across Europe, the report found that UK brands, in comparison to other European countries, drove the most consumers to their websites through Social Media, with an average website traffi c rate of 4.6 per cent in 2015. However, various countries fared


will harm Instagram’s reputation here, but for a channel that already has so many users, it may well be a feature that slides in to everyday use. Either way, Snapchat


is probably pretty peeved right now – and quite rightly so.


diff erently when it came to segmenting platforms. For example, Sweden was found to be the most savvy with Snapchat, with a third (33 per cent) of consumers using the app.


Whilst newer networks are proving to


be worthwhile investments for marketers, with over half of Instagram (59 per cent) and Twitter (53 per cent) users saying they use the platform to engage with brands, Facebook shows no sign of relinquishing its title as the top social platform for consumer brand engagement. Of the 89 per cent who said they use the site, an overwhelming 90 per cent said they use it to follow and interact with brands.


7 issue 28 summer 2016


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