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.
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.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.