Is the ‘impression’ a dying digital ad currency?
The ‘attention minutes’ currency is gaining ground as marketers question the true relevance of an impression.
The ‘attention minutes’ currency is gaining ground as marketers question the true relevance of an impression.
With ISBA yesterday (28 April) announcing a new contract designed to create more transparency for advertisers negotiating with media agencies – the first time in more than a decade it has taken such a step – it appears that more and more marketers are losing faith in the controversial rebate model.
Brands need to tackle ad fraud and and take on difficult issues, says Unilever chief marketing and communications officer Keith Weed.
The World Federation of Advertisers (WFA) has warned brands to be wary of investing too much in digital marketing until the ad tech industry takes action to combat the growing threat of ad fraud, which is expected to exceed $50bn by 2025.
Allwyn took over the National Lottery licence from Camelot in February and is aiming to inject some “magic” into the Lottery’s individual games to recruit new and lapsed players.
This week our marketing columnist asks and then answers the most annoying question of them all.
Since launching its global platform ‘It has to be Heinz’, the food brand has been able to move at pace to respond to local trends, allowing it to create its latest ad in record time.
Despite indications that large businesses will invest in innovation and marketing to drive growth, cost-cutting and efficiencies are still top-of-mind for many, according to a new report.