The Guardian reports new WARC figures that predict advertisers are set to spend £7.9 billion on marketing efforts in the three months to December, marking a new record since the study began in 1982. According to analysis, an extra £1 billion will be invested in advertising, equating to a 13% rise on last year’s advertising spend across the same period, which was somewhat subdued due to ongoing Covid-19 restrictions.
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Spend on TV advertising is expected to increase by 9% to £1.56 billion, as brands battle it out with their headline Christmas ads. If this is indeed reached, it will signify the largest annual growth rate recorded by the vertical in more than a decade. Investment in search advertising could rise by as much as 15%, while online display may see a 12.7% increase. Together, these two verticals are set to account for 65% of all ad spend in the fourth quarter.
Overall, and perhaps unsurprisingly, cinema will experience the biggest bounce back in advertising spend, having been devastated by the impact of the pandemic and worsened by fresh lockdowns imposed in November and December. The category could see a huge 3160% uplift, as advertisers expect a boost from several much-anticipated titles and a high number of cinemagoers throughout the Christmas holidays. Meanwhile, despite OOH advertising suffering much the same fate as cinema over the last 18 months, advertisers are predicted to spend a respectable, if slightly muted, 50% more than they did in Q4 2020.
Contact between clients and marketing agencies rose notably during the pandemic, but this has not improved relationship scores
Contact between clients and agencies inevitably rose during the height of the pandemic in H2 2020, but this has not been conducive to an improved relationship between the two, according to a report published by Aprais.