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.
From setting the vision in a hybrid world to learning to play for “club and country”, marketers discuss the nuances of management.
As “greenshoots” of economic recovery appear, marketers are shifting focus to promotions, events and direct marketing, according to the latest IPA Bellwether report.
Saga cut marketing spend by £4.2m in 2024, pausing investment in some areas of its insurance business in a challenged market.