Hugh Williams

Hugh Williams

Senior Data Analyst


Hugh Williams joined ExchangeWire in July 2016 as senior data analyst. He works on the ExchangeWire Research product, which was launched in 2014. Hugh helps oversee all research projects, from survey design to data analysis, and is the author of ExchangeWire’s Now & Next feature. He holds a Bachelor’s degree in History and Business from the University of Newcastle.

Articles by Hugh


  • AA/WARC Reveals Increased Spend on Almost All Digital Channels

    UK advertising expenditure grew 3.7% year-on-year in the first half of 2017 to £10.8bn, the highest total for the first six months on record, according to the AA/WARC’s expenditure report.

    Mobile spending was up 38.1% across the six months, while overall internet spending was up 13.8%. Almost all digital channels recorded a notable increase in spend, with VOD up 8.8%, digital out-of-home up 29.1%, national newsbrands’ digital revenues up 15.6%, and digital radio up 22.2%.

    Other key findings [...]

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  • Tech Giants Show No Sign of Slowing Down as Twitter, Alphabet & Amazon Post Earnings

    Twitter, Amazon, and Alphabet have all beat analysts’ expectation, posting strong Q3 results. While both Amazon and Alphabet are looking to improve their foothold in Asia, Twitter has boosted its number of monthly average users (MAUs), and looks to be nearing its first profitable quarter.

    Growing number of MAUs could help Twitter make first profit

    After 11 years, Twitter looks like it might finally make a profit in Q4, on the back of better-than-expected earnings and a growing user base.

    The [...]

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  • Better Transparency In-House Could Cost German Agencies Business

    The German programmatic market is in transition. While marketers are preferring the transparency offered by handling programmatic in-house, mobile attribution is thriving, with agencies to thank for good performance here. Although desktop is still taking a strong proportion of advertisers’ budgets, growth here is expected to stagnate in the next year, with spend on mobile web taking the bulk of the spare budget.

    Marketers finding greater transparency in-house

    By far and away the primary reason marketers are, or would consider, [...]

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  • Pooling Data is Essential to Improving the Shopper Experience; More People Are Booking with Travel Apps

    ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Hugh Williams, senior data analyst, ExchangeWire. In this week’s edition: Pooling data is essential to improving the shopper experience; More people are booking with travel apps; and London is the most expensive city for search marketers.

    Pooling data is essential to improving the shopper experience

    UK brands and retailers view data collaboration and pooled assets as a huge opportunity to improve customer experience (76%), according to [...]

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  • Launch of Gold Standard Is a Positive Step, But More Still Needs Doing

    In an effort to raise standards in digital advertising, and address key issues facing the industry, the IAB UK is launching the ‘IAB Gold Standard’ initiative, comprising three primary actions that media owners can take.

    Initially, the Gold Standard has three fundamental aims:

    Reduce ad fraud by implementing the ads.txt initiative on all sites carrying ads Improve the digital advertising experience by adhering to LEAN principles, the Coalition for Better Advertising standards, and never using the 12 ‘bad’ [...]

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  • Now & Next: Mobile Gaming

    Think you might be obsessed with gaming on your mobile? You’re not alone.

    – In 2016, 53% of South Korean mobile gamers spent between 30 and 120 minutes playing mobile games every day

    – By 2020, it is predicted that 77% of the American mobile population will be mobile gamers

    – This year, in India, 43% of smartphone users will download a new game on a weekly basis, with 16% downloading one daily.

    Whether it’s Angry Birds, Clash of Clans, or [...]

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  • Online Video Spend Overtakes Banner Ads for First Time

    Mobile now accounts for 43% of digital advertising, finds results from the IAB’s latest Digital Adspend report. Mobile’s year-on-year growth was 38% and now accounts for 57% of all display ad spend, 70% of video spend, and 83% of social media spend.

    Driven by the rise in popularity of people watching online video, advertisers spent more on video ads than banner ads for the first time ever. In the first half of 2017, advertisers spent £699m (USD$921m) on [...]

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  • Q3 2017 IPA Bellwether Report Shows Internet Budgets Strong Despite Slow in Main Media Advertising

    UK marketing budgets are paralysed by wider economic uncertainty, reveals the Q3 2017 IPA Bellwether report, released Wednesday, 18th October. Despite this, internet and mobile budgets are continuing to grow apace.

    Report highlights

    – Period of continuous marketing budget growth extended to five years, however, uncertainty undermines gains, as nearly 70% of respondents record no change in budgets since Q2

    – Internet marketing underpins expansion, but main media stagnates

    – Financial prospects continue to underwhelm

    – Ad spend forecast [...]

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  • Advertisers Spend More on Video Ads Than Banner Ads for the First Time; Disks More Popular for Gaming than Downloads

    ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Hugh Williams, senior data analyst, ExchangeWire. In this week’s edition: Advertisers spend more on video ads than banner ads for the first time; Disks more popular for gaming than downloads; and Joint investment in physical and digital shopping.

    Advertisers spend more on video ads than banner ads for the first time

    Mobile now accounts for 43% of digital advertising, finds results from the

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  • Netflix Beats Own Estimates for Subscriber Growth, But Misses Wall Street Earnings Estimates

    A first price hike since 2015 meant that Netflix turned in lower earnings per share than Wall Street estimated, despite smashing subscriber growth targets for the second consecutive quarter.

    The company estimated that it would see international subscriber growth of 3.65 million for Q3. However, the results were significantly higher than this, with 5.3 million new subscribers. Netflix now has approximately 109.3 million subscribers globally, and put the growth in its subscriber base down to a “strong appetite for our original [...]

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