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Digital advertising is booming. As we move through 2024, the growth in digital ad spend shows no signs of slowing down. This trend is evident in both the UK and the US, where digital media continues to dominate the advertising landscape.
In the UK, digital advertising’s share of the total ad market has grown to an impressive 75%. This means that three-quarters of all advertising money in the UK is now spent online. The trend is similar in the US, where internet advertising revenues have increased by 10.8% year-over-year.
Several factors contribute to this shift. Firstly, the rise of online video content has been significant. Video advertising has become a key area of investment, driven by platforms like YouTube, TikTok, and Instagram. These platforms offer high engagement rates, making them attractive for advertisers.
Secondly, social media’s role in digital advertising is expanding. Although the growth rate of social media ad spend has slowed compared to previous years, it remains a vital channel for marketers. Social media provides a direct line to consumers, allowing for personalized and targeted advertising.
1. Measurable Results
One of the biggest advantages of digital advertising is the ability to measure results accurately. Advertisers can track views, clicks, conversions, and more. This data-driven approach allows for precise targeting and effective use of advertising budgets.
2. Targeted Advertising
Digital platforms offer sophisticated targeting options. Advertisers can reach specific demographics based on age, location, interests, and online behaviour. This precision ensures that ads are shown to the most relevant audiences, increasing the chances of engagement and conversion.
3. Flexibility and Adaptability
Digital advertising is highly flexible. Campaigns can be adjusted in real-time based on performance data. This adaptability means advertisers can optimise their strategies quickly to improve results.
1. Video Advertising
Video content is dominating digital advertising. With the high engagement rates of platforms like YouTube and TikTok, advertisers are increasingly investing in video ads. These platforms offer various formats, from short clips to longer, in-depth videos, catering to different marketing needs.
2. Social Media Ads
Social media remains a crucial part of digital advertising strategies. Platforms like Facebook, Instagram, and LinkedIn provide powerful tools for targeting and engagement. Advertisers are leveraging these platforms to build brand awareness and drive conversions.
3. Influencer Marketing
Influencer marketing continues to grow. Brands partner with influencers to reach their followers in an authentic way. Influencers can create content that resonates with their audience, making the advertising message more impactful.
4. Native Content Advertising
Native ads blend seamlessly with the content around them. These ads are less intrusive and more likely to be consumed by users. Native advertising is proving to be effective, with more than a third of marketers planning to increase their investment in this area.
The future of digital advertising looks more promising. As technology advances, we can expect even more sophisticated targeting and measurement tools being enabled. Artificial intelligence (AI) is set to play a bigger role, helping to analyse data and optimise campaigns in real-time.
Affiliate managers need to leverage a segmented partner program to benefit from the growth of digital advertising and incorporate it in program planning strategies. Affiliates are now looking at gathering traffic sources outside of Google and the trend towards a cookie-less future will push advertisers to innovate.
Google’s Privacy Sandbox initiative aims to enhance user privacy while still enabling effective advertising. This shift will require new approaches to data collection and attribution and is a key reason why Affiverse is hosting the ELEVATE summit alongside Lead Generation World and Maverrik in September 2024. As we look to the future, staying informed about the latest trends and technologies will be key for advertisers. Embracing new tools and strategies will ensure continued success in the ever-evolving digital world.
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Despite apparent signs of widespread mold growth on walls within the New Jersey Veterans Memorial Home at Menlo Park, testing of air samples at state-operated nursing home determined there was “no unusual airborne mold condition in the facility.”
A report by an environmental consultant for the state, newly released by the Department of Military and Veterans Affairs, or DMAVA, concluded that the level of airborne mold spores detected inside the facility were “considered low by industry standards.”
The report, however, did not address the appearance of what maintenance workers say is mold growth on interior surfaces.
The predominant spore type detected in the outdoor samples was Cladosporium, which was also the predominant spore type detected indoors, the report said, “suggesting indoor mold conditions are reflective of the background fungal ecology at the site.”
A common mold, Cladosporium can cause allergies and asthma in some people. In very rare cases, it can cause infections, experts say.
About 40% of the indoor air samples taken detected no mold spores.
In a letter sent to staff, residents and their families on Monday, Lisa Kranis, the chief executive officer at Menlo Park said the samples were collected in multiple rooms that were designated for remediation work after signs of mold were discovered behind walls.
“There is no unusual airborne mold condition in the facility,” she said, citing the report by Environmental Design, DMAVA’s environmental consultant. “Please keep in mind that, as per EDI, airborne mold and fungal spores can be found in almost every outdoor and indoor environment, and their presence indoors does not necessarily indicate a problem with air quality.”
Officials earlier this month said they had embarked on a $500,000, months-long remediation project involving 30 rooms at the 312-facility in Edison after a whistleblower said he raised red flags and refused to simply paint over the dark discoloration on the walls in the rooms of several residents. They say the problems were uncovered by routine inspections and denied that a worker, who is now under suspension, warned them of the problem.
Two New Jersey state senators who raised concerns about the facility, meanwhile, have announced plans to hold hearings to investigate reports that residents may have been exposed to mold spores.
Sen. Joseph Vitale, D-Middlesex, chairman of the state Senate Health, Human Services and Senior Citizens Committee, and Sen. Joseph Cryan, D-Union, chairman of the Senate Military and Veterans Affairs Committee, say they have been dissatisfied with the answers they have gotten from Adjutant General Lisa Hou.
Vitale on Monday said the report did not change his mind about the need to continue testing and cleaning.
“It’s a delicate population, and (mold) can cause upper respiratory stress,” Vitale said.
“This should be taken more seriously. This is not your average indoor shopping center or office building. They should continue to test and do a thorough cleaning of the ventilation systems,” Vitale said.
The senator said he has consulted with heating and air conditioning professionals who advised him the vents and “the entire system” ought to be cleaned periodically. When he last spoke to Brig. Gen. Lisa Hou on the subject, he sensed, “they were reluctant to do that.”
Molds can be particular harmful to nursing home residents, many of whom have diminished immune systems and are at far greater risk for harmful airborne substances.
Kranis said ongoing inspections and the work of replacing drywall would continue, while a second contractor was proceeding with abatement work on several rooms within the Menlo Park’s Liberty Wing.
“Our contractors…will advise NJ DMAVA on the safe return of residents or any additional abatement work recommendations,” Kranis wrote. “We also anticipate that further air samples will be tested at the completion of the abatement work as well.”
A DMAVA spokeswoman pointed to an earlier letter from Kranis, in response to air quality following the Canadian forest fires, that also noted that the air at Menlo Park part was “triple and sometimes quadruple filtered.”
Monday’s letter was specific about the tests for airborne mold and did not address the mold that appeared to be growing behind walls and in bathrooms.
Jean Lormine, a former union leader, who identified himself as the whistleblower, said he has been on suspension since alerting his supervisor to the issues and pointed to photos he shared of what looked like mold growth on walls in rooms throughout the facility, which he said demonstrated a significant threat from mold.
“They’re lying about it,” he said. “The mold is still there in the building. They’ve been lying about it since 2018.”
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Staff writer Susan K. Livio contributed to this report.
Ted Sherman may be reached at tsherman@njadvancemedia.com. Follow him on Twitter @TedShermanSL.
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Despite the concept of live stream shopping failing to take off in Western markets, it would appear that TikTok is unperturbed, as the video-sharing giant pushes ahead with new offers and deals to incentivise retailers.
According to Insider, TikTok has issued special invitations to a select group of retailers and ecommerce merchants, urging them to be part of an imminent live stream shopping push with the promise of shipping and sales subsidies.
If reports are to be believed, a number of US brands have been invited, with TikTok encouraging them to open digital stores on the platform and to use in-app features to promote products in videos and live streams.
Influencers on TikTok will even be offered affiliate marketing opportunities, with the chance to earn commissions on products sold through promotions in their content.
Could the use of influencers and US brands be enough to reignite live stream shopping in the West?
Previous attempts have, unfortunately, proved unsuccessful. In February of this year, Instagram removed a feature that allowed creators to tag products in streams, a clear indication that they were stepping back from live-stream shopping as it failed to take off in the West.
However, the phenomenon has proved incredibly popular in Asia, so TikTok will be hopeful that this new campaign will turn the tide and see it become equally as popular here.
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