In the UK, search’s saving grace was strong growth in ecommerce
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Search had a challenging time during the pandemic. Spend grew just 5.3% to £7.34 billion ($9.41 billion) in 2020, down from 17.7% the previous year and significantly down on our pre-pandemic estimate of 12.2% growth. However, this latest forecast is a reversal on our interim August 2020 estimate, when we expected a decline of 1.7% for the year.
Travel spending is predominant in search, so 2020 was likely to be a rocky year for the format. Our ad spend by industry forecasts from August last year were already painting a bleak picture for the travel sector a 36.7% decline in digital ad spend in 2020 and our update later this year is unlikely to contain any significant upticks.
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Q&A: How Pizza Hut approaches its global partnerships to meet consumer needs
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Over the past few years, amid a huge digital transformation, Pizza Hut has had to pivot from traditional restaurant service and carryout to ecommerce.
In addition to its shift toward digital, another key area of focus for the company has been its global partnerships with brands like Unilever’s Ben & Jerry’s. We recently spoke with Courtney Vogel, vice president of marketing and strategic partnerships at Pizza Hut, about these partnerships and how they vary across markets.
Tell us about your role at Pizza Hut.
Amazon’s Sponsored Brands now make up nearly one-quarter of its console ad business
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The news: Spending on Amazon’s Sponsored Brands ads grew a healthy 25% year over year (YoY) last quarter and now account for 23% of Amazon’s pay-per-click ad business, per Merkle’s Q1 2021 Digital Marketing Report. For comparison, Merkle reported that spending on Amazon’s Sponsored Products ads only grew 0.1% YoY.
The bigger picture: Companies like Pacvue and Tinuiti also reported higher growth rates for spending on Sponsored Brand ads (89% and 86%, respectively) compared with Sponsored Product ads (41% and 28%). This growth is partially because Sponsored Brand ads are newer plus, Amazon released several new Sponsored Brand formats in 2020, including its popular Sponsored Brand Video options.
On today's episode, we discuss Facebook letting users choose how their News Feed looks, Clubhouse adding tipping, tech giants betting people are ready for augmented reality (AR) glasses, making the most of "micromoments," Apple making a car, what happens when you look down at your phone while walking, and more. Tune in to listen to the discussion with eMarketer analysts Nina Goetzen and Blake Droesch, and senior analyst at Insider Intelligence Sara M. Watson.