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.
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Russell ParsonsAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From Superdrug’s response to the cost of living crisis to how SMEs tackle long-term brand building, it’s been a busy week. Here is my take.
How M&S plans to become ‘more relevant, more often’
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Why Superdrug believes it is ‘poised nicely’ to help customers through the cost of living crisis
Michaela JeffersonPrice and promotion will be “key” to Superdrug’s marketing plans over the next year, with a focus on own brand products and improving its loyalty proposition.
Pret’s former marketing boss on the secrets of a growth mindset
Charlotte RogersFrom taking Green & Black’s to a new market after “savage” customer feedback, to the birth of Veggie Pret, Mark Palmer urges marketers to rethink positioning, premiumisation and innovation.