01 - Online's share of advertising revenues has overtaken outdoor for the first time
According to the most recent IAB/PwC online adspend study, for the first half of 2005, internet advertising revenues reached £490.8m. Allowing for the inclusion of several new participants, the market has grown 62% on a like-for-like basis compared with the first half of 2004. This is a stellar increase when you consider that online advertising investment stood at £407.8m for the whole of 2003. Guy Phillipson, chief executive of the IAB, said: "At the end of 2004, the IAB predicted that online would overtake outdoor by mid- 2006 and we've already beaten this target. These results highlight another record-breaking year, confirming the internet's place on the media plans of the UK's biggest advertisers."
02 - Online advertising is now more than 10 years old
Online advertising is no longer a "new" medium, with the banner ad making its debut as far back as 1994. Since then, the internet has lurched from great promise to boom and crash. However, now the medium has truly come of age and established itself as part of the mainstream media mix – a wave of rich media options are now offering advertisers even more options. "The consumer is always ahead of the game," says Daniele Fiandaca, chief operating officer at Profero. "Marketers will always be playing catch up and the second wave of the internet technology revolution is happening as we speak. The skill in effective digital communication is to understand these new opportunities, work out how to maximise them and then use them to communicate to your target audience before your competitors do."
03 - Blogs are an important but different breed of website
The word blog comes from the joining of "web" and "log". In essence, a blog is a website that has no rules and often takes the form of a personal web diary. In order to designate themselves, the word "blog" is often incorporated into the URL of the site.
04 - Keyword-based advertising allows you to target the most relevant audiences
The most high-profile of these services is Google's AdWords program. AdWords lets you create simple ads and display them to people already searching online for information related to your business. When someone visits Google and enters a query – say, "buying a BlackBerry" – Google will display a variety of relevant search results, such as links to articles containing advice on electronic, hand-held devices. It will also display AdWords ads that link to online businesses which have paid to advertise BlackBerries, Palm Pilots and other products and services related to the query.
05 - Advertisers are putting more and more money into search
Search marketing, comprised of the disciplines paid search and organic search, is today's pivotal medium of engagement for advertisers in online media. James Sandoval, director of search at Diffiniti, says search should be at the forefront of every media plan. "While some of the most cost-effective results are generated by investments in search marketing, they are increasingly realised via support from other digital and offline marketing initiatives. Search marketing's role in digital marketing is reflected by the exponential growth rate at which advertisers are budgeting for the medium. "E-Consultancy forecasts investments to reach £598m by the end of 2005. As it becomes difficult to capture consumers' interests, it is important that advertisers engage the most suitable marketing services partner to manage their search programs, in tandem with their wider marketing plans."
06 - A new blog is created every 7.4 seconds
The evidence for the growth and popularity of blogs is overwhelming. The number of blogs has grown from 100,000 in 2003 to 8,000,000 in 2005, with a new blog created every 7.4 seconds. Every hour, 10,800 blogs are updated, while 275,000 blogs are updated every day, according to Technorati. However, BJK&E board director Richard Parsons says that brand owners may find it difficult to find a direct commercial application for blogs. "Conventional online advertising or sponsorship is possible, but the number of visitors to blogs makes it difficult to see how financial viability can be achieved. One possible model is that utilised by affiliate marketing companies, whereby site authors upload advertiser materials to their own site and are then remunerated for click-throughs and/or sales. "The issue here, though, lies in the inability of the brand owner to control the content or opinion expressed by the blogger."
07 - 20% of internet users are listening to the radio at the same time
The IAB and RAB recently carried out a piece of joint research on how radio and online combine. Of the sample, 57% claim to have checked things on the internet after hearing about them on the radio, while 20% are listening to the radio and using the internet at the same time. IAB chief executive Guy Phillipson says: "We are seeing the emergence of the empowered consumer and advertisers are waking up to that. And with radio and online, they can generate a very interesting conversation." Visit www.wepredictariot.com to find out more.
08 - The success of search advertising has made Google the world's largest media property
Since it floated on the US stock exchange just over a year ago at a not-insignificant $85 per share, Google has performed remarkably well and is now the world's largest media property. Its share price has since swelled to around $300 a share, which values the firm at $80bn. This stellar performance on the stock market underlines the value of search. Gavin Ailes, commercial director of mSearch, the search specialist within MindShare's mOne digital offering, says: "Consumers love search. It's so easy and accessible as a medium. You hear stories of parents or grandparents who only know Google on the internet. "They type in what they are looking for and the information they want pops up, so they are using Google as a doorway to the internet."
09 - 71% of users say search is most important when sourcing a product or service
Brand New World, an ongoing research project conducted by AOL and The Henley Centre, asked its participants to rank various sources of information based on how important they are when considering a product or service. A massive 71% said search was important, 67% pointed toward personal recommendations and 57% said well-known retailers.
10 - The number of people using the web goes up 14% a year
In the past 12 months, the number of home internet users has shown good growth. In 2004, 20.1 million (42%) of the 47.9 million adults aged 16+ (source: Jicpops) were using the internet from home. This has increased in 2005 to 23 million home internet users, which represents an increase of 14%.
11 - Broadband connections have overtaken dial-ups
Figures from Ofcom show that broadband connections have overtaken dial-up. This is backed up by research from Internet Monitor and TGI.Net, which shows almost two-thirds of the UK's 23 million home internet users (64%) have a broadband connection. Among those who do not, almost half (48%) say they are likely to get broadband in the next 12 months. MJ Media's head of online, Nick Adams, says the increasing penetration of broadband in the UK is great news for advertisers who are looking to transmit visual impact through their campaigns. "As connection speeds increase, we are able to deliver TV-quality video-streamed advertising which rivals the quality of TV spots – but with all the added interactivity that you would expect from an internet campaign. This appeals hugely to the more brand-led advertisers who insist that visual quality is as important, if not more so, than click-through rates."
12 - 30% of business-publishing revenues are online
According to recent research carried out by Sift, which included results from more than 20 business-to-business publishers, 30% of B2B revenue is generated through online channels. Of the respondents, 61% forecast that figure to rise within two years.
13 - Almost three-quarters of internet users have made an online purchase
According to Hitwise, the online retail sector will grow by 25% in share of visits from July to December 2005. The online researcher also claims that, for the week ending 3 December, visits to online retailers will peak – with more than one in seven online visits going to online retailers that week. Nick King, head of research at Diffiniti, says: "Twelve months ago, 14 million adults had bought something online. This has now grown to over 18 million. As people become more comfortable with technology and online purchase becomes part of everyday life, it becomes increasingly important for businesses to provide the necessary mechanisms to allow their customers to buy online, where appropriate. "The internet and other digital technologies allow advertisers to engage customers right through the consideration/purchase cycle. It's crucial that advertisers understand how to do this effectively given the plethora of digital marketing techniques available today."
14 - The top-10 blogs have leapt 126% in terms of popularity
Nielsen/NetRatings' most recent results show a 126% increase in the popularity of the 10 most popular blogging websites, with MSN's Spaces seeing a 947% growth between January and August 2005. Benjamin Cohen, chief executive of cyberbritain.com, says that advertisers would do well to tap into this market. "The great thing about blogs is that they are a truly personal medium, allowing advertisers to target individuals directly," he says. "By using a combination of contextual advertising and site matched advertising [where you target a particular blog], an advertiser should be able to create a truly tailored campaign that is seen only by their target consumers."
15 - Large chunks of the online audience are blocking certain ads
According to Internet Monitor and TGI.Net, almost three quarters (73%) of home internet users use controls to block pop-up adverts when using the internet, while 45% block all web adverts.
16 - Walker Media is the latest top-10 media agency to launch an online operation
The agency says that from partner level down, online will become part of its mantra. "The world is changing and we are going to gear up for it. We don't do half measures. It will be fully resourced and given the right tools. We will have a dedicated online operation," says managing partner Charlie Varley.
17 - One in every four visits to online retailers goes through eBay
Auction site eBay is the most visited online retailer in the UK and continues to pose a serious threat to other online retailers. It has grown rapidly – with a 40% increase in market share of visits year on year in July 2005. "This growth in online retailing is great news for retailers who are facing increasingly difficult times on the high street," says Heather Hopkins, director of research for measurement firm Hitwise UK. "Last Christmas was one of the best for online retailers and this year is shaping up to be even stronger. Firms that are well prepared stand to benefit considerably from increased consumer demand for online shopping."
18 - Miva currently handles one billion search queries a month in Europe
In June, the Espotting and FindWhat group of companies rebranded to form Miva. The new entity currently handles 2,000 queries a minute globally and one billion per month in Europe. Miva is not a destination site, but a network of partner sites including Eurosport.com, Lastminute.com, Supanet and Autoexpress.co.uk. Its paid-for product is called Pay-Per-Click Ads and it has also launched Pay-Per-Call Ads in the UK. For both, advertisers bid for different keywords and are listed according to bid price. Miva also offers contextualised advertising products.
19 - 83% of online adspend goes on seven of the top-10 online sales points
More than two-thirds of online adspend is concentrated within these online sales points that actually only account for 35-40% of total online traffic. This phenomenon has raised concerns over price inflation and the quality of advertising being offered. "Basically, the reason for this is that, for agencies, it's cheaper to maintain relationships with 10 people than dozens," says Andrew Walmsley, co-founder of I-Level. "But this is bad because sooner or later, the big media owners will figure out you have no alternative to using them, because you don't have any other relationships – then your rate will inevitably start to rise."
20 - There is no universal standard currency for measuring web advertising
Many advertisers are calling for a standardisation of measurements to be introduced that would allow more accurate and comparable evaluation of on and offline campaigns. Feather Brooksbank's head of digital media, Anna Carson, says: "The online channel is an essential choice for an increasing number of ad campaigns and, within each campaign, there is already some disparity in evaluating the success of different online elements such as ads, e-mail or search. Having a universal measurement currency would help compare the success of online campaigns and give us an insight into the combined value we and our offline colleagues bring to clients."
21 - You need to work harder to reach DE audiences online
Of the 14 million UK homes connected to the internet, two-thirds (68%) are ABC1, according to Continental Research. Considerable barriers exist preventing the internet from taking a firm hold in DE households – they tend to be older and/or work in blue-collar occupations, two demographic groups that have less exposure to PCs.
22 - 40% of all online adspend in the UK goes on sponsored search
Sponsored search is regarded by many as the ultimate form of permission marketing. Martin Child, managing director and vice president of Overture Northern Europe, says: "Sponsored search has moved the boundaries of marketing as we know it and now accounts for 40% of all online advertising spend in the UK. What could be better for a marketer than to be able to reach people precisely at the moment they are actively looking for a product or service and then only pay for results?"
23 - Blogging terms that are useful to know (or simply amusing)
Bleg: to use one's blog to beg for assistance (usually information, occasionally for money).
Blink: short for web (hyper)link; a bookmark or URL.
Blogger: one who blogs.
Bloggerville: the blog community.
Blognoscenti: a blog connoisseur.
Blogosphere: the blog universe.
Blogroach: a reader who infests the comment section of a weblog, disagreeing with everything in the most obnoxious manner possible.
Blogroll: a list of links in the sidebar of a blog.
Clog Blog: Dutch language blog.
Froglogs: French language blogs.
Hitnosis: being unable to stop yourself constantly refreshing your browser to check to see if fresh posts have been made by others.
Linkslut: a blogger that will do anything necessary to get someone else to link to them.
Permalink: a hyperlink on a blog which links to a specific post.
Post: a blog entry.
24 - Digital TV and mobile are the fastest growing media channels which feature interactive
According to Ofcom, digital TV and mobile phones are the most rapidly growing ways of accessing interactive content. Moreover, the next five years will see more internet functions associated with PCs become available on other platforms – as this happens, the PC will become increasingly defunct. "Sixteen to 24-year-olds spend more time online than watching TV," says Tom Johnson, partner at digital communications agency, Hyper Happen. "Digital TV and mobiles are the fastest-growing ways of accessing interactive content. The generation that's now approaching adulthood use interactive technologies with a proficiency far beyond most of today's adult population. "They will become influential consumers over the next 10 years, bringing the kind of change to the marketing industry that digital has promised since the late 1990s."
25 - UK adults are much more likely to make an online purchase
According to TGI, UK adults are 34% more likely than the average adult living in Germany, France or Spain to be an internet user. UK adults are also 80% more likely than average to have made an online purchase.
26 - Google plans to scrap advertising commissions
From next year, Google will stop paying commissions to agencies and replace them with a quarterly reward based on billings. Objections to the move include charges it will make it impossible for smaller agencies to compete. Nigel Foote, managing partner at Starcom EMEA, told Media Week the decision showed "breathtaking arrogance". Google said it was only a small part of the $450bn ad market and, as such "doesn't have the power" to act that way.
27 - Broadband users spend twice as long online
Those with broadband spend twice as long online – more than 32 hours a month – than their narrowband counterparts. They also view more than 1,400 pages in a month – more than three times as many as those accessing through dial-up (Nielsen/NetRatings).
28 - Internet access (via PC) per UK home has risen 6% in the past year
The number of UK homes with internet access is up to 56%. This represents a significant increase of 1.5 million new homes coming online in the past 12 months. In total, 14 million of the UK's 25 million homes (source: Jicpops) now have online access via a PC.
29 - Eight out of every 10 European homes will have broadband within five years
Jupiter Research predicts that by 2010, 80% of online households in Europe will have a broadband connection – and an even higher number in the UK. "What we're seeing is the twilight years of dial-up, its slow retirement in the UK," claims Jupiter analyst Ian Fogg. TGI says that 43% of 15 to 34-year-olds currently have access to a broadband connection.
30 - 70% of the large home-worker audience is now online
According to a recent survey from Point Topic on internet users, the market for products aimed at those working from home constitutes a significant opportunity. The figures show a total of 5.4 million individuals working from home, with 70% of them, or 3.8 million individuals, using the internet. The research found the majority of home workers were self employed, more likely to be male, with professional or managerial occupations and be based in a London suburb or prosperous town. The highest use of home working was in London and the South East. This audience will churn because they are unhappy with the price, service or overall performance of their ISP. Some 10%of home workers plan to switch ISPs in six months' time, against 5% of non-home workers. And while the major ISPs all have similar shares of the home-worker segment as they do of the whole internet market, the smaller ISPs make up 15% of the home-worker market against 10% of the market as a whole – giving them a major advantage in this area over their larger rivals.
31 - Behavioural targeting could open up real opportunities for branding work online
Behavioural targeting could prove to be the most engaging and targeted form of online advertising yet. Guardian Unlimited is currently working with US firm Revenue Science to sell advertising based on behavioural targeting. The publisher is also working with a range of agencies – including Zed, Carat Digital and Universal McCann – to trial the system. Tristan Leaver, head of business development at Guardian Unlimited, explained the details to Media Week recently. "For the first time, we can serve adverts to our readers based on the words that appear on the pages they read, the number of pages they see and how often they read the pages," he said. Leaver added that behavioural targeting "leads to less wastage and the delivery of more tailored messages".
32 - MMORPG stands for Massively Multiplayer Online Role-Playing Games
The amount of time people spend in these games and what they do there has shown that game-playing has a significant economic value. According to some analysis, the top-five games have a combined gross economic impact equivalent to the GDP of Namibia. MG OMD's head of media futures, Jean-Paul Edwards, says that advertisers need to sit up and take notice as blogs, podcasts, online games and mobile content are already booming. "It's already happening and set to increase growth. These platforms are the new power houses of entertainment in the knowledge economy. "These factors now dominate the media landscape of a significant proportion of many target audiences. Advertisers do not have long to understand these new realities before new players who do start to gain market share."
33 - Loan Express is top of the online spenders
For the January to June period this year, the biggest online advertising spend, according to Nielsen, came from Personal Loan Express and totalled £7.74m. Hewlett Packard ran a close second at £7.65m, while Experian came in third with a spend of £6.94m.
34 - Lack of clarity can kill your online campaign before it's even started
Search engine optimisation – the process aimed at getting websites listed prominently within a search engine's organic search results – is all about making it as easy as possible for both the user and search-engine spider to find your website. Therefore, anything that hampers their efforts is creating an obstruction to the success of your SEO campaign. DGM's search specialist, Ralph du Plessis, says: "A website that takes ages to download is going to result in your users getting bored and going elsewhere. I think you have about eight seconds before a user will click away from your page. "The same principle applies to spiders (search engine robots – which find web pages). If it takes a long time for them to extract the information they require, they will become bored and move on to the next page."
35 - There is synergy between online and TV
MSN claims to have undertaken the UK's first piece of cross media research on behalf of the online industry. The study, for the toothpaste brand Sensodyne, was intended to demonstrate the brand-building effectiveness of online and the synergy between online and TV when it comes to boosting awareness and sales. "Results showed the cost efficient power of online when used as part of a campaign integrated with TV, especially in boosting brand awareness," says MSN UK commercial director Chris Ward. "An independent evaluation of the results recommended increasing online spend by as much as quadruple the current levels. Brand awareness increased significantly as a direct result of the online activity – unaided awareness was also particularly strong with a 10-point uplift."
36 - It's not new media, it's a "transformation inhuman behaviour"
For those who make a living out of communications, IAB chairman Richard Eyre believes they have never encountered a media tool as versatile as the internet. "It's not 'new media' – it's a transformation in human behaviour," he says. "This is a fantastic opportunity for media people. The rulebook has not been written – indeed the web has already defied most of the conventions of traditional media. It doesn't require us to shovel people into useless monochrome classifications like 15 to 24 or ABC1. Online, we can address people according to their behaviour, their attitudes and passions, even their places of work. "Search is a media phenomenon never seen before. And nowhere else does advertising measure its own performance. "We are still learning how best to marshal this unprecedented communications power, and it seems highly likely that approaches that will be commonplace in a few years' time have yet to be invented."
37 - Online discourse, or discussion, can be a vital advantage in media planning
In the US, Interpublic agency Initiative has a planning tool called Prophesee, which monitors online discourse – forums, discussion boards and news groups – in a bid to forecast the success of upcoming TV shows for a given season. So far, the tool has enjoyed considerable success, claiming to have forecast hits such as Lost, Desperate Housewives and Joey in the US. Initiative plans to bring the Prophesee research tool to key European markets, including the UK, over the next six to 12 months.
38 - Geo-targeting can tailor ads on the basis of a website user's location
Geo-targeting is the process of delivering content and advertisements tailored to where a website user is geographically situated, allowing advertisers to deliver the most relevant content to customers. The Guardian, with the help of its online agency Tribal DDB, used the technique to drive subscriptions of its offline Guardian Weekly publication in the US by focusing the communication on website visitors from the States. Steve Sawyer, business development director for geo-targeting specialist firm Quova UK, says: "It's no longer good enough for media owners to offer the same products, ads and promotions in the same language, messaging and currency to everyone, everywhere." Alex White, director of the Association of Online Publishers, asserts that many online publishers are already starting to engage with geo-targeting. White says: "Media owners are really starting to take advantage of targeting content based on location. This enables them to offer the same products, ads and promotions in the same language, messaging and currency to everyone, no matter where they are."
39 - User-generated content needs to be handled with care
Whether through blogs or message boards, UGC is becoming an ever-more important part of many websites, increasing both frequency of visits and pages-per-visit for those participating in the UGC element of the website. However, the legal pitfalls of letting the public loose on your site are still putting off many brands. The potential for libel, contempt of court and even falling foul of more serious legislation relating to sexual offences are all real dangers. Two options are to invest in a built-in moderator tool or to employ a dedicated moderator to monitor for potential trouble spots. Tim Dewhurst, operations manager of Chat Moderators, says: "It's not as big a deal as people make it out to be, although it is a risk." Companies like his provide five types of moderation: post moderation, pre-moderation, reactive, partial and community management. Which you go for depends on your site. For example pre-moderation, where moderators scan content before posting it on the website, creates a delay which can frustrate users and is therefore only usually used where there's a real risk. Chat Moderators can also advise on Home Office guidelines, formalisation of which are in the pipeline but not likely to be published for several months.
40 - Guardian Unlimited delivers nine million unique users to its digital content
This is more than 20 times the number of daily papers sold. The world's most respected traditional publishers – from The Guardian, to the Economist to the Wall Street Journal – all attract more customers to their digital content than to their paper product. This now means that we have reached the point in the internet publishing revolution from which there is no turning back, says managing director of Zed, Greg Grimmer.
"There will always be technological innovators such as Google, who send a flamethrower through the existing established world and, indeed, quirky publishers like Friends Reunited and Fantasy Football who come up with a unique offering to the online world. "But the key challenge to the existing media establishment is how they commercialise their digital content successfully and, perhaps more importantly, how they leverage their existing strengths to give themselves an inbuilt advantage versus the arrivistes."
41 - The reallocation of part of an advertising budget into online boosts effectiveness
The IAB's cross-media optimisation study claims to demonstrate that online is now a necessary part of the media mix, as well as an effective standalone medium. Using McDonald's as an example, the research findings show the optimal role of online in multichannel brand campaigns is between 10 and 15% of total spend. McDonald's, by increasing its online allocation from 1% to 13%, achieved an 8% boost in overall brand awareness for one of its products.
42 - The internet continues to spawn new, dynamic, billion-dollar industries
The internet is crucial in driving technology and media convergence, with many industry insiders claiming we are in the midst of a technological revolution. Ed Bartlett, vice president, publishing, for in-game advertising specialist IGA Partners, says: "Content on demand and networked community experiences such as online gaming will be big winners, and advertisers will piggyback this pipeline right into consumers' homes, hands and minds. "We are already seeing 40% growth forecast for in-game advertising in 2006 and the market will be worth more than $1bn by the end of 2008, none of which would be possible without the internet."
43 - There are risks with search if you don't budget for volume
Often there is a significant opportunity cost if you don't budget for volume. I-Level's Walmsley says agencies think they are transferring the risk to the media owner, but "there is a considerable risk if you get it wrong". "When you start a television campaign, the likelihood is your search volume will go up and if you don't budget for that, things just won't appear. "People are failing to do this all the time," he says.
44 - When it comes to ecommerce, it's worth concentrating on more specific search terms
Research carried out by search marketing specialist Spannerworks shows that 68% of online UK purchases were made by shoppers using two or three-word terms when searching for products. The study confirms it is worth concentrating on more specific terms, as these offer a better chance of conversion. The study also highlighted that people are more likely to convert with four-word queries (12%) than they are with single words (11%). Marketing managers often put a lot of effort into single-term generic names, whether it be "camera", "plants" or "furniture". However, the shorter terms should not be ignored completely, as these lead a customer to your site in the first place. "Measuring the behaviour of your most valuable customers is a crucial part of a successful search marketing campaign," said Robin Hislop, technical director at Spannerworks.
45 - Online advertising does direct response well
The accountability through to an online sale is well documented and has formed the basis of the industry spend over the past five years. But the online ad occupies a curious position – all online ads are to some extent brand-responsive, in that consumers expect to interact with creative in a way dissimilar to other media – by clicking and experiencing. Matt Champion, brand advertising director at Media.Com, says: "Only by measuring quantitative and qualitative impact of online campaigns together can this effect be seen in action. For example, on a recent campaign for a travel client, we used larger, richer ads in premium lifestyle placements and measured their impact in a survey conducted by Dynamic Logic. "Increased favourability of the brand was the trigger for consumers to visit the site rather than a straight price-led, DR messaging – the campaign out-performed the global norms for ad awareness and message association."
46 - There is an agreed currency for measuring site traffic
The Joint Industry Committee for Web Standards in the UK and Ireland (Jicwebs) was created in 1998 by the UK and Ireland media industry. Its purpose is to ensure the independent development and ownership of standards for measuring audience reach, frequency and activity levels – including the use and effectiveness of advertising on electronic media. The agreed standards, to enable the measurement of traffic a website is generating, are managed by ABC Electronic. This includes agreed metrics for unique users and page impressions, allowing sites to demonstrate the number of users visiting their site and the number of different pages they are viewing. Richard Foan, managing director at ABC Electronic, says: "The industry-agreed standards for the measurement of online media have become a vitally important tool in supporting the decisions of advertisers when planning and buying their online spending. "Media owners are able to deliver independently verified data that proves the size of audience they are reaching – invaluable to advertisers and agencies deciding where to place their spend. "The work of Jicwebs in agreeing the metrics for census-based measurement continues to support online, championing accountability, credibility and trust in the channel."
47 - Online advertising facilitates unprecedented levels of ROI tracking
Companies such as Wheel can track every penny through to actual sales value. What this means is that, for every campaign pound spent, an advertiser can be given precise details on exposure and response. More than that, it can also show if a user clicked on an ad and went to the site. Furthermore, all post-campaign data is also collected up to three months after the campaign has finished. Joanne Cox, media account director at Wheel, says: "This enables all campaign revenue and number of sales to be measured against campaign investment and a true ROI percentage and cost per sale to be calculated. Other actions generated as a result of the campaign can also be measured and reported on, such as e-mail sign ups."
48 - Your website should be accessible to disabled people
More than 10% of the UK's population is currently classified disabled – a staggering 9.8 million people or one in seven. For more information, please consult the Disabilities Discrimination Act 1995 to ensure your website and marketing activity is covered from a web accessibility perspective.
49 - Some say search is not simply another form of advertising
Some people in the media argue that "search" should not be considered as simply another form of advertising. If you strip the amount media agencies spend on search out of the equation, the total online advertising spend in terms of display for the 12 months to September 2005 is £262.89m, according to Thomson Intermedia. For the July to September period, the spend was £62.58m. In terms of spend by online sector, for the same 12-month period, media, entertainment and leisure topped the polls with £64.2m.
50 - Google can reveal people's "true" identities
If you google the name Andrew Walmsley, you'll find that, as well as running I-Level, it appears he is also president of the Alpha Gamma Rho Frat House in Florida. Elsewhere, MSN's Chris Ward is seemingly living a double life as "Wardo", a pro surfer from the US. Meanwhile, over at Media.Com, it looks like Matt Champion has a hidden talent. As part of a father-and-son team, Rod and Matt Champion have fly fished for trout and smallmouth bass "all of our lives". It just goes to show, the internet really is changing the lives of people working in advertising.