[Chart] Top 100 advertisers' share of advertising spend, by medium

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[Chart] Sales contribution by advertising element

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Statistics every marketer should know

Numbers every marketer should know from luciantrestler

[Video] How Cultural and Consumer Insights Fuel Better Creative

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How Cultural and Consumer Insights Fuel Better Creative from Diamond. on Vimeo.

[Chart] Advertising media that consumers trust the most

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[Chart] Breakdown of UK advertising expenditure 2016

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[Chart] Change in global ad spending 2000-2016

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[Paper] Effectiveness of Paid Search Advertising: Experimental Evidence

Title: Effectiveness of Paid Search Advertising: Experimental Evidence

Authors : Daisy Dai, Michael Luca

Abstract: Paid search has become an increasingly common form of advertising, comprising about half of all online advertising expenditures. To shed light on the effectiveness of paid search, we design and analyze a large-scale field experiment on the review platform Yelp.com. The experiment consists of roughly 18,000 restaurants and 24 million advertising exposures – randomly assigning paid search advertising packages to more than 7,000 restaurants for a three-month period, with randomization done at the restaurant level to assess the overall impact of advertisements. We find that advertising increases a restaurant’s Yelp page views by 25% on average. Advertising also increases the number of purchase intentions – including getting directions, browsing the restaurant’s website, and calling the restaurant – by 18%, 9%, and 13% respectively, and raises the number of reviews by 5%, suggesting that advertising also affects the number of restaurant-goers. All advertising effects drop to zero immediately after the advertising period. A back of the envelope calculation suggests that advertising would produce a positive return on average for restaurants in our sample.

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[Chart] Most frequent activity during TV ad breaks

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[Chart] Top 5 brand discovery channels

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[Video] George Carlin on Advertising

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The brief is the first ad in the campaign

More: Beyond Boring Briefs

[Video] Remember those great Volkswagen ads?

Bill Bernbach on the perils of viewing advertising as a science

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[Video] How can planners & strategists show their value?

[Chart] Ad-blocking segmentation

[Video] The Anatomy of a Campaign Ad

The online advertising industry value chain

1. The Client demands the Advertising Agency to run an ad campaign.
2. The Agency tells its Trading Desk what kind of ad space to buy, according to the Client’s requirements regarding its target consumer.
3. The Trading Desk establishes a set of guidelines, and asks a Demand-Side Platform (DSP) to buy ad space according to these guidelines. DSPs are buying specialists, they run intelligent algorithms to pick the cheapest ad space relative to its quality.
4. The DSP keeps tracking all the ad spots that come up for sale on Ad Exchanges, establishes the value of every one of them, and bids for the most relevant ones. It uses data from various data providers to come up with its valuations.
5.  The Ad Exchange is an open platform that enables websites to place their available ad space for anyone to buy in an auction.
6. The websites themselves try to attract traffic. They receive traffic naturally, from ingoing links, search engine results, and returning visitors. However, they can also buy traffic from Traffic Brokers (for ex. Taboola and Outbrain, two « content discovery platforms »).

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The Future of Advertising: The New Rules of Consumer Engagement

PSFK Future of Advertising Report from PSFK

[Chart] Global advertising spending 2000-2020

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