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The Guardian goes compostable with new wrap

The Guardian newspaper has switched to a biodegradable wrapping solution as the organisation attempts to reduce its plastic waste.

It’s the first UK newspaper to make the move, applied to its Saturday editions which contain a host of supplements and magazines previously wrapped in polythene.

The new wrapper is produced using potato starch and, as such, can be placed in recycling unlike traditional plastic-based wrapping materials.

The solution will also be used for copies of the weekday paper dispatched to readers within London as part of their subscription package.

However, both The Guardian and its sister The Observer are putting their print prices up for the first time in three years – the weekday edition will increase by 20p to £2.20, while the cost of the Saturday edition will increase by 30p to £3.20.

The Observer will also cost £3.20 following a 20p increase.

Guardian Editor-in-Chief Katharine Viner said: “Investigative reporting is difficult, costly and time-consuming. Thanks to the support of readers who buy the Guardian, the Observer and the Guardian Weekly in print, subscribe to our digital premium app, or make financial contributions to the Guardian, we are on the path to financial sustainability.

“But the economic conditions for newspapers remain very tough. Sales of all newspapers are in historic decline; advertisers increasingly spend their money with technology giants rather than publishers; and the costs of printing, paper and distribution continue to rise.”

Recession predicted for UK ad market in event of ‘no deal’ Brexit

UK ad spend will fall by nearly £1.4bn in 2019 in the event of a ‘no deal’ Brexit, according to latest predictions.

Enders Analysis says it will be the first time the country’s £23bn ad market has contracted in more than 10 years – down 3% to £22.54bn.

However, the firm also modelled a ‘deal’ scenario, in which the market would still grow in 2019 (up 2.7% to £23.9bn) but would still be down on 2018 growth (4.7%).

A no deal scenario, meanwhile, would see a stagnation in online display ad spend, which has seen robust growth over the last decade.

The last time the UK ad market contracted was in 2009, when it slumped 13% in the wake of the global financial crisis.

However, Enders has cautioned against brands rolling back ad spend too drastically:

“The advertiser response will be to become more tactical in allocating advertising spend, but evidence from the last recession suggests that ‘going dark’ with brand display spend can be a long-lasting mistake.”

China ad spend to surge in 2019, driven by digital

Dentsu Aegis Network has forecast advertising spend in China will rise by as much as 7% in 2019, driven by the middle classes’ purchasing habits and a greater amount of disposable income.

Digital’s ongoing growth within the market, up 15.8% in the first three quarters of the year to RMB 717bn, and digital out of home (OOH) increased 14.2% over the same period.

However, declines across traditional media recorded falls from newspapers (28%), magazines (9%), and television (5.5%).

At more than RMB 125bn, pharmaceutical companies led the way for ad spend. Fastest growing sectors include Entertainment and Web services. The largest decline, Real Estate, showed a drop of -34.93% drop year-on-year.

The forecast, part of a global ad report, predicts growth around the world will increase 3.8% in 2019 to reach a total of $625bn, with Asia Pacific and North America continuing to be the strongest growth market, contributing 42% and 30% respectively.

Western Europe will account for 15% of the global increase, along with Latin America (10%) and Central and Eastern Europe (4%).

“China’s digital economy continues to lead the globe, both in terms of scale and advancements made. It is therefore unsurprising that China remains a core driving force in the year ahead, with further positive growth forecast,” said Susana Tsui, group CEO, Dentsu Aegis Network China.

Tim Andree, global CEO & chairman of Dentsu Aegis Network, added: “As the world transitions to a digital economy, advertising is at the leading edge of change. Digital connectedness – driven not only by advances in technology, but the speed of consumer adoption – has fundamentally changed the shape of our business and will continue to do so. Even where digital penetration is highest – such as China and the UK – the trend shows little sign of slowing down.”

Secure your VIP place at the Digital Marketing Solutions Summit

Make sure you claim your VIP invitation to the Digital Marketing Solutions Summit, which takes place on May 16th in London.

It’s entirely free for you to attend – simply register your place here.

Your VIP ticket includes:

  • A bespoke itinerary of pre-arranged, face-to-face meetings with suppliers relevant to your projects
  • The opportunity to attend a series of insightful seminar sessions
  • Networking with like-minded peers
  • Lunch and refreshments

We have a limited number of VIP places. Simply click here to register your place.

More bespoke than a digital marketing conference and more focused than an expo, the Digital Marketing Solutions Summit is the only event you need to attend this year.

For more information, contact Katie Bullot on 01992 374049 or email k.bullot@forumevents.co.uk.

Alternatively, if you’re a digital marketing solutions provider and would like to showcase your products and services at the event, contact James Howe on 01992 374067 or email j.howe@forumevents.co.uk.

Marketers ‘must solve data fragmentation’ in 2019

Marketers need to reevaluate how they convert audiences throughout each stage of the purchasing journey, according to a new report.

Criteo surveyed 901 direct response marketers in partnership with Euromonitor International to better understand the challenges of converting customers in today’s digital ecosystem.

The results underscore how fragmented ad budgets have become as marketers look for results across so many different channels.

From paid display and social media marketing to content and SEO, marketers were asked where they spend their money and which channels are most effective.

Key findings include:

  • Conversion Metrics are Different Across Different Companies: Marketers have a lot of different ways of defining what makes effective conversion. New revenue (35%), new customer rate (33%), and cost per action (30%) proved to be most popular.
  • Data Availability and Quality Represent Key Challenges in the Conversion Phase: Nearly half (40%) of marketers struggle to find data on the online/offline shopper connection. This negatively impacts brand conversion given the prevalence of omnishopping. In addition, fragmented data makes it difficult for marketers to gain a true understanding of customers and to optimize future campaigns.
  • Reengagement Across Web and App Grows in Importance: Existing retailer customers spend more on average than new shoppers (51%) and shopping app customers have high loyalty tendencies (41%). Compelling discounts, personalization, innovative ad formats and engaging designs were reported to be three of the most successful tactics for reengagement campaigns.

The Criteo State of Ad Tech Report surveyed over 900 digital marketing managers and executives working in retailing, brands, travel companies, and other services companies with online sales channels.

“Marketers understand that conversion can happen at any point in the shopper journey,” said Jaysen Gillespie, Vice President, Head of Analytics & Insights, Criteo. “We found that fragmented data, tech giants, and personalization are all top-of-mind for marketers going into 2019.”

View the full findings at: https://www.criteo.com/wp-content/uploads/2018/12/StateOfAdTechReport_Global.pdf.

Digital Marketing Solutions Summit – All your needs in one place

The next instalment of the Digital Marketing Solutions Summit will take place on May 14th 2019 in London – make sure you register today!

The concept is simple: Delegates receive an itinerary of meetings with the solution providers that match their strategic needs for 2019 and beyond.

Simple and effective. And no time wasted.

And it’s free for marketing industry professionals to attend as delegates – simply click here to register your place.

More bespoke than a digital marketing conference and more focused than an expo, the Digital Marketing Solutions Summit is the only event you need to attend nest year.

For more information on registering as a delegate, contact Katie Bullot on 01992 374049 or email k.bullot@forumevents.co.uk.

Alternatively, if you’re a digital marketing solutions provider and would like to showcase your products and services at the event, contact Joel Millson on 01992 374070 or email j.millson@forumevents.co.uk.

Content Management

Do you provide Content Management solutions? We want to hear from you!

Each month on Digital Marketing Briefing we’re be shining the spotlight on different parts of the print and marketing sectors – and in January we’ll be focussing on Content Management.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise inContent Management solutions and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Chris Cannon on c.cannon@forumevents.co.uk.

Here are the areas we’ll be covering, month by month:

Jan – Content Management

Feb – Lead Generation & Tracking

Mar – Email Marketing

Apr – Digital Printing

May – Social Media

Jun – Brand Monitoring

Jul – Web Analytics

Aug – Conversion Rate Optimisation

Sept – Digital Signage

Oct – Brochure Printing

Nov – Creative & Design

Dec – Online Strategy

For more information on any of the above topics, contact Chris Cannon on c.cannon@forumevents.co.uk.

Reality Clash teams with Subtv for innovative student campaign

Reality Clash, a unique Augmented Reality FPS mobile combat game from publisher Reality Gaming Group, has partnered with youth broadcasting channel Subtv to engage with students across the UK.

The latest Reality Clash trailer will be played to Subtv’s audience of 1.2M 18-24 year-olds across TV, digital and mobile platforms, encompassing a network of 80+ sites/100+ venues in universities nationwide.

The trailer will also interact with the Subtv mobile app, from where students can sign up to the Reality Clash Beta testing programme and claim £5 worth of free in-game currency to spend.

The Subtv partnership is the latest step to Reality Gaming Group’s initiative to work with universities, including Kingston and Westminster, that will see students testing the Reality Clash game ahead of its release in early-2019.

In addition to students and the general public, other participants in the Beta testing programme include Denmark-based eSports community, Sørby, which Reality Gaming Group supports.

Reality Clash is an innovative AR first person combat game for mobile devices set in an underground world of cryptocurrency and hackers. Players are able to connect to friends in real-time using geo map technology, join private teams and enter competitive tournaments.

“We’re delighted to continue building our relationships with students across the UK in partnership with Subtv,” said Reality Gaming Group Co-Founder Tony Pearce. “The Beta testing programme has already put Reality Clash in the hands of thousands of gamers, and now we’re looking forward to seeing some competitive gaming on campuses around the country.”

“Reality Clash is a great fit for Subtv. We’re looking forward to inspiring gaming fans and early adopters from across our University audience of 1.2M students to get involved,” said Subtv CEO Nick Brown.

www.realityclash.com

EVENT REVIEW: Print & Digital Innovations Summit

The UK’s senior print procurement professionals converged on the Hilton London Canary Wharf last month for a full working day of networking and connection building at the Print & Digital Innovations Summit.

More than 60 delegates and a host of leading industry suppliers talked through projects, objectives and challenges in a series of one-to-one business meetings and interactive seminars.

In the opening keynote Augmented Reality And Other New Technology: How To Decide What To Do Or NOT Do Next, Christoph Trappe, Director of Content at Stamats Business Media, shared his process of quickly evaluating, testing and moving forward without making the evaluation process a fulltime job.

Meanwhile, in his seminar The Future For Print, Sean Smyth, Consultant and Analyst at SSS, looked at how new technology will impact future print markets – and how developments can be levered to make printed material work harder.

Attending delegates included representatives from A Nelson & Co, Abel & Cole, Beauty Bay, Boden, Brora, Cancer Research UK, Chartered Institution of Civil Engineering Surveyors, Civil Society Media, Covea Insurance, Direct Line Group, Dubarry, Fitflop, Marie Curie, Miller Insurance Services, Not On The High Street, Pasquill, Santander, Swansea University, The Hut Group The Lalit London and more.
and more.

Sarah Hendy, Managing Director at Forum Events, said: “It was fantastic to see so many delegates and suppliers make new connections during the event, illustrating just what an interesting time it is for the sector.

“The Summit is a great way for the entire print procurement sector to come together under one roof – we can’t wait to welcome everyone back next year.”

To secure a complimentary delegate place at the next Print & Digital Innovations Summit on November 14th 2019, call Emily Gallagher on 01992 374084 or email e.gallagher@forumevents.co.uk.

To attend as a supplier, call Joel Milson on 01992 374070 or email j.milson@forumevents.co.uk.

For more information, visit www.printinnovationssummit.co.uk.

GDPR still causing small business owners problems

GDPR is still causing small business owners problems, with many admitting that they are ‘clueless’ when it comes to the do’s and don’ts of data privacy regulations.

Aon commissioned researchers to poll 1,000 small business owners and found that many have procedures in place which could result in multi-million pound fines through ignorance of the new law, brought in from 25th May 2018.

More than a quarter of those polled allow staff to use their own computers, tablets and phones for work purposes which contravene rules as personal data could be stored unencrypted at home.

One in 10 also revealed they have visitors books in their HQ – where visitors can freely see details of others who have been there previously.

Paper diaries were still used by 26 per cent of businesses – which could contain private information or customer details and be easily misplaced.

And ten per cent said the circulation of printed out sponsorship forms – which often contain names and addresses – is common at their place of work, which is another contravention of GDPR rules.

Chris Mallett, a cyber security specialist at Aon said: “As the results show, many businesses could be in breach of GDPR – most likely without even realising it.

“Visitors books, allowing staff to use their own mobiles for work purposes and even seemingly minor things like distributing sponsorship forms around the office carry risk.

“Yet these sorts of things are commonplace among businesses big and small across the UK.”

TOP 10 MOST COMMON WAYS SMALL BUSINESSES ARE, OR COULD BE BREAKING GDPR RULES:

1. Allowing staff to use their own computers, tablets or phones for work purposes – if personal data isn’t encrypted
2. Staff using papers diaries used for work purposes and containing personal information – major risk of them being misplaced or falling into the wrong hands
3. Using training materials which feature full details of real life case studies
4. Using images which feature customers to promote your business
5. Storing files which potentially contain personal data outside of a defined structure/naming system
6. Using images to promote your business which feature members of staff wearing nametags
7. Holding unencrypted CCTV footage where individuals are recognisable
8. Recording customer calls which capture customer card details
9. Visitors books where visitors can see other people’s information when signing in – such as names, company they work for, their vehicle registration number etc
10. Staff members circulating sponsorship/charity donation sheets