Advertising professionals like king kong sabri suby always have to keep an eye on current events and developments, as advertisements need to be constantly updated. The UK, like any other country, has been hit hard by the COVID-19 pandemic, with marketers in the region paying close attention to related developments.
However, this isn’t the only threat that these professionals see, as noted by a report published by LiveRamp and YouGov. The report was the compilation of data from a survey of 506 British marketing professionals.
While the COVID-19 pandemic is the biggest threat in the eyes of UK’s online marketing industry, with 36% of the respondents considering it as such, Brexit came close with a 26% response ratio.
Another notable concern for UK’s online marketing professionals, for people like king kong sabri suby, is what’s called “walled gardens”, which was described by Ozone Project CEO Damon Reeve as the dominance of a select number of companies creating a dependence on them that they leverage for their operations.
These concerns are noteworthy due to the fact that the UK’s online advertising industry accounts for 62% of the country’s total of £23.6bn, which is an increase of 5% from the preceding year.
Guardian News & Media Commercial Director Nick Hewat says that COVID-19’s impact was exacerbated by the UK advertising industry having issues with collecting revenue in accordance with the size and quality of their audience.
Meanwhile, LiveRamp Europe Managing Director Vihan Sharma says that these problematic times are a chance for the UK online advertising industry to innovate and improve on addressability and reach.