Advertisers are not being deterred by poor viewability, brand safety or ad fraud, as figures show that businesses will spend 40.2% of their marketing budgets on online advertising in 2018, up from 37.6% in 2017.
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Geraldine Allinson makes the case for brands moving spend back into local media.
The stink hanging over Ad Week Europe last year was YouTube’s brand safety debacle, and – as if by design – this year the bad smell was choking the other half of the duopoly.
Mackie joins RAPP from Rapier where he served as executive creative director.
TSB Bank’s chief marketing and communications officer, Nigel Gilbert, said in too many businesses marketing spoke a “different language” to the rest of C-suite.
The time is now long overdue for a judicial inquiry into the culture, practices and ethics of the social media and their effect on society, writes Raymond Snoddy.
As Facebook’s Cambridge Analytica data breach scandal deepens, analysts have suggested the free-to-air (FTA) broadcasters could see healthy returns as advertisers are dissuaded from switching money out of TV.
Do the opinions of ordinary people really matter, asks John Lowery.
#CTVS18: Broadcasters are told they need to simplify their structures and become more like the platforms they’re competing against if they are to secure future ad money.
The rise of ad-free video services might have re-tuned the brains of an entire generation to be less receptive to advertising in and around video content.