Google’s experiment in auctioning magazine ads online appears to have been a failure, US sources report. The search engine bought ad space in two dozen US magazines and put it up for sale. Business Week is claiming the ads went at a huge discount to the magazines’ rate-cards – a purchaser paid $4,000 (&£2,285) for a half page ad in Martha Stewart’s Living, compared with a rate-card cost of $59,000 (&£33,725).
Overall digital advertising spend grew 11% in 2023 to £29.6bn, according to data from IAB and PwC.
Chief brand officer Ije Nkoworie, who takes over as CEO next year, says marketing can get distracted by trends and risk preventing customers discovering product.
Rather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.
Analysing £1.8bn of media investments across the UK, a post-Covid/Brexit advertising effectiveness study found profitability varies greatly by media, with TV the greatest driver of overall profit volume.