Great advertising builds great brands, but not all great brands build great advertising. That’s why advertisers need both attention and brand lift to understand the effectiveness of their ads.
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Since starting five years ago, brands and media companies have started to do more, but is it enough?
| Maria Iu
The merged entity will bring together 20,000 direct advertisers spanning more than 50 markets, according to the companies.
Jack Benjamin and Omar Oakes discuss the major media and advertising stories of the week, including YouTube rejoining Barb.
Is innovation in our DNA or is it a learned behaviour? Actually, we need to possess a burning desire to innovate but we also need to be present in an environment where innovation can flourish.
More than a third of YouTube’s viewing comes from inside UK homes. Is it time to finally consider the video-sharing giant as a rival for TV ad budgets?
By creating a more collaborative relationship, CMOs and CFOs can dispel misconceptions around marketing and establish clear, shared objectives.
The TV and OMD veteran shares what he’s learned from six decades in the industry, from creating his own job to the future of second-by-second TV measurement.
Programmatic is a major source of advertising’s carbon emissions, but it doesn’t have to be this way. A new approach can bring both sustainability and commercial benefits.
The business economist and founder of Magic Numbers and Magic Works discusses the importance of independence in media consulting, trends in effectiveness, Cannes Lions and what it takes to be a successful business founder.