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Talk Social: 27 April, 2021 – UK digital ad market grew by five per cent in 2020

UK digital ad market grew by five per cent in 2020

The UK digital ad market grew five per cent in 2020 to reach £16.5 billion, fuelled in large part by growing spend on video and social media. 

This growth was propelled forward by a strong second half to the year, before which digital ad spend had fallen ten percent, according to IAB UK’s Digital Adspend report.

For the first time, the report includes digital audio and podcasting data, which shows the digital audio market grew by 17 per cent year on year to £103.7 million, including podcast spend which rocketed by 43 per cent.

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Facebook announces new integration with Spotify 

Facebook has announced an expansion of its partnership with Spotify which will allow users to share and listen to music and within Facebook itself, rather than leave to any third-party apps.

This new feature comes at the same time as a larger audio push from Facebook. The company recently announced multiple new features last week, including its Clubhouse competitor Live Audio Rooms as well as shareable, short sound clips called Soundbites. 

Facebook CEO Mark Zuckerberg also emphasised an interest in podcasts, and this partnership is one way people will be able to listen to shows without sacrificing any Facebook time.

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Snapchat rises to 280 million users

Snapchat has posted its performance update for Q1 2021, showing strong increases in both usage and revenue.

The results show the app is now being used by 280 million people every day –  a 22 per cent increase in year-on-year performance, and the biggest increase in more than 3 years. Likewise, revenue has increased 66 per cent in the last year, rising to £555 million.

The platform is also seeing increased engagement with its AR tools, with the number of users engaging with its AR Lenses daily growing more than 40 per cent year-on-year.

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Snapchat acquires 3D mapping company Pixel8Earth to expand AR capabilities

Fresh off the back of this strong quarterly report, Snapchat is now looking to maximize its investment in the next stage of interactivity, by acquiring the 3D mapping platform Pixel8Earth.

Pixel8Earth uses digital video content, captured by multiple sources, to build detailed 3D models of real-world scenes. This tech could help Snap provide more accurate overlays for use in functional AR features.

We’ll have to wait and see where Snap goes with it, but it’s another acquisition for the growing app, as it continues to work towards the next stage of digital interactivity.

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Clubhouse announces its first official sports partnership with NFL

Clubhouse has struck its first major sports league deal with the NFL. Starting this week, Clubhouse users can join a collection of official audio chat rooms to follow the live draft picks and listen to discussions with athletes, coaches, and experts.

The NFL regularly tests out new platforms with a view to expanding its online presence. It was the first major sports brand to partner with TikTok in 2019, has exclusive content arrangements with Snapchat, and has live-streaming deals with both Facebook and Twitter at different times.

For Clubhouse, the partnership could play an important role as it attempts the mainstream. Exclusive content from this could draw people to its service and give them a reason to choose Clubhouse over the cloned features from the likes of Facebook and Twitter. 

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