Marketoonist on programmatic advertising
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
From making the most of a small budget to measuring effectiveness, we outline five programmatic campaigns that set the standard.
As programmatic evolves into digital out-of-home, TV and audio, it is more important than ever to get to grips with the basics in order to devise an optimised strategy.
Programmatic advertising is growing rapidly, but marketers need to educate themselves on its intricacies and work closely with their media agencies to avoid nasty surprises.
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.