In response to Mike Follett’s comments at Future of Media Manchester, one planner advises interrogating the platforms and tweaking how you utilise them; don’t blindly de-invest because of the attention metrics.
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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.
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.
Community and peer advice matter to consumers. Fashion brands have an opportunity to be part of these communities, but only if driven by a real desire to become a constructive member.
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.
There will be winners and losers in this new world. The time is now for indies, which can price their services in a better way and be transparent in their use of data and money.
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.
Algorithms are today’s casting directors, so offer them better auditions. Use the ‘Hook → proof → trust’ formula to find the right people for your brand.