Digital Story of the Week
The IAB (Interactive Advertising Bureau) UK’s Digital Dividend Report is out and reveals significant contributions to the Economy. According to the latest report, the digital ad industry contributed £129bn to the UK Economy in 2022 and supports some 2 million jobs. For every £1 spent on digital advertising, £4.80 was put back into the economy in terms of gross added value. Businesses that advertise online collectively benefited from a return of £41.3bn, while the digital ad sector generates spend of around £48.5bn across supply chains, such as office space and computer equipment used to support the sector.
Campaign Story of the Week
Coke Zero has partnered with Tesco in a media first, launching a nationwide DOOH campaign and interactive AR-powered giveaway, inviting customers to #TakeATaste Now. The activation prompts consumers to interact with DOOH to claim a ‘digital bottle’ of Coke Zero using augmented reality technology, before going on to claim a real one from any nearby Tesco store. The campaign launched with week-long stint on London’s largest OOH screen, Piccadilly Lights, as well as in other cities across the UK and will be running for three weeks until the 15th of October.
Social Media Story of the Week
After research suggesting TikTok ‘only gets 21% of credit for clicks’, the platform has launched a new first-party data measurement tool with the aim of resolving issues. Due to a lack of integration with other platforms, TikTok’s attribution has been famously hard to measure. 79% of purchases driven by TikTok are not captured through common measurement methods, according to the platform’s research carried out in partnership with KnoCommerce. The platforms new tool showcases a clear view of the non-linear customers’ path to purchase, with actionable reporting and insights.
VOD Story of the Week
Amazon is set to introduce adverts to its Prime Video streaming service in 2024 as it seeks to invest more into creating TV shows and films. UK Prime customers, along with those in the US, Germany and Canada, will see ads early next year unless they subscribe for an ‘ad-free’ option at an additional cost. This follows similar moves by rivals including Disney+ and Netflix. In its announcement on Friday, Amazon said it would aim ‘to have meaningfully fewer ads than linear TV and other streaming TV providers.’
