New research shows a significant disparity between advertisers’ assumptions of TV viewing habits and real consumer behaviour.
Facebook has admitted it overstated how long users watch videos for on its site by up to 80%, but this is just a symptom of a digital ecosystem in which two players dominate and measurements look increasingly meaningless.
UK consumers are the most likely to think online advertising is ‘getting worse’ or becoming more ‘creepy or intrusive’ when compared to their European and US counterparts.
Diageo increased marketing investment by 27% in the six months to the end of last year, ahead of sales growth, as it looks to build the business for the future.
A cornerstone of marketing theory for more than 100 years, are brands taking the funnel concept too literally, or should they flex to reflect customer journeys in 2022?
Confidence in business and marketing is returning. Now it’s time for marketers to realise their own potential.
Claiming “the ROI is there” for investment in marketing-led innovation, the FMCG giant plans to leverage the strength of its brands to support price increases.