With the dust on 2014 firmly settled, this week brought news that UK brands spent a record £7.2 billion on digital advertising last year - an increase of 14% on spend in 2013. 

Aside from the IAB’s revelation, this week also saw the release of PerformanceIN’s latest expert-led supplement, based on March’s roundtable. 

You can head to our free resource to gauge views from Quidco, MediaCom, Net Media Planet, Incentive Networks and Rakuten Attribution on some of the issues surrounding one of the hottest topics in the industry at present: the single customer view.

Targeted approach

In more updates relating to the single customer view, news came that chief marketing officers were losing sight of it. A survey from Oracle Marketing Cloud showed that only 13% of CMOs are confident in delivering seamless customer experiences, with internal silos, issues with budget and the performance of their current technology thought to be standing in the way.

Mezzo Labs’ Adrian Kingwell added to the debate, concluding that a simple process of ‘test and learn’ could solve many of the problems brands have with targeting their customers.

And on the subject of measurement, a study focused on content marketers found that only 21% are successful in tracking ROI from their pieces. You can turn to PerformanceIN for updates of a similar ilk as we make April 2015 a month to celebrate all things content marketing. 

Words of wisdom

Taking the masterclass baton this week was Flipnet’s Ian Broom, who focused on five ways to gain success in a critical area of modern-day marketing: mobile app creation.

On hand to deliver more sage advice was Unacast COO Kjartan Slette – an advocate of the beacon that discussed how offline retailers could use their data to create messages relevant to each customer.

Meanwhile Justin Taylor, MD of video ad firm Teads, stressed that his own market would need a greater influx of premium inventory to continue the growth it’s already seen. 

A day in the life  

Our profile-based features were dedicated to representatives from OMG UK and blur Group, while a selection of the industry’s up-and-coming talent were listed as Hotshot Rising Star nominees for the Performance Marketing Awards.

Voting for the accolade can be done for free ahead of the poll closing on April 12.