Marketers overestimate consumers’ digital habits
New research shows a significant disparity between advertisers’ assumptions of TV viewing habits and real consumer behaviour.
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Sir Martin Sorrell: Facebook cannot claim a three-second view is the same as a TV ad
Sarah VizardThe boss of WPP believes more needs to be done to improve ad measurement and validation on social media sites.
Nestlé: Putting TV ads online doesn’t work
Sarah VizardBrand admits some of its online video advertising “hasn’t worked” and it is still learning how best to reach consumers on mobile.
Why live TV ads won’t work for every brand
Leonie RoderickAs live TV ads become increasingly popular among marketers, ITN Production’s head of commercials Adam Barnett explains how brands can make the most of the format – but warns it isn’t for everyone.
Consumer confidence inches up but overall picture ‘remains grey’
Lucy TesserasConsumer confidence increased slightly in March, but as people continue to grapple with sky-high food prices and energy bills there are no “compelling signs” things are going to improve any time soon.
‘Nobody likes to feel stupid’: Marketers on how best to communicate with stakeholders to secure investment
Niamh CarrollThe third event in the Festival of Marketing’s Currency of Effectiveness series explored how marketers can make the case for investment in their business, with senior marketers explaining the importance of transparency in their relationships with stakeholders.
How brands are creating memorable experiences with AR
Marketing Week PartnerLeading creators reveal how to harness the power of augmented reality for brand marketing.
Why Very’s CMO ‘highly recommends’ marketers don’t stick to one sector
Michaela JeffersonThe Very Group’s CMO Jessica Myers had no retail sector experience when she joined the business last year, but providing a fresh perspective can be a valuable tool, she says.