Marketers risk “doing less with less” as new research finds budget, not ROI, is a bigger driver of media effectiveness, despite marketers perceiving the opposite to be true.

Year-to-date box office is now running 9% ahead of 2024 and 1% behind the Barbenheimer-fuelled 2023.

At its upfronts Thursday, The Guardian revealed new research evidencing the effectiveness of low-ad environments. It comes as the publisher is seeking strong commercial and reader expansion in the US.

The Daily Mail has launched two dedicated social publishers that it hopes will “shape the future of news and entertainment for young people around the world”.

Ozone has officially launched its Audience Connection Platform in the US amid a wider growth push that includes adding nearly 20 additional US publishers to its alliance and hiring more roles in Chicago, New York and elsewhere.

It follows a successful pilot with the TV JIC last year. The new survey data won’t be fully integrated until 2027.

Measuring the effectiveness of advertising on YouTube lacks local context and is opaque without third-party measurement, Barb argued on a briefing call Tuesday. Its head of insights shared how YouTube data over-indexes dramatically towards young, heavy users on TV sets in the UK.

Stacy DeRiso discusses what sets her agency apart from competitors and how she’s leading her staff amid a transitory period as Omnicom awaits approval on its plan to buy Interpublic.

New research shows that investing in high-attention media channels is more profitable than investing in low-attention ones. But in the past decade, adspend is going the other way. The report’s authors unpack why and what can be done to improve media effectiveness.

The “no ads option” will cost £2.99 per month on desktop or £3.99 per month on iOS and Android. Users with multiple accounts will be forced to pay more and organic sponsored content will be unaffected.