Google: Brand advertising push fuelling YouTube growth
Matthew ValentineBrand advertising – rather than direct response – driving YouTube revenue, says Google, which credits AI innovation for second quarter growth.
Brand advertising – rather than direct response – driving YouTube revenue, says Google, which credits AI innovation for second quarter growth.
Admitting to pulling back too far on marketing in 2023, the streaming giant will direct new funds into acquisition and “reactivating high value users”.
Creators? Influencers? Social tastemakers? How are brands defining their influencer strategy and should they expect different results from different partners?
A print ad for the charity has landed in the top 4% of all UK ads for “credibility”, making it the most effective ad in the latest edition of Kantar’s ‘The Works’ study.
Generative AI tools have made it easier than ever to create content at scale – giving rise to new opportunities for spam and content farming. What is Google doing to stay on top of the issue, and what does it all mean for SEO?
Coca-Cola CEO James Quincy says investments in tech are beginning to pay off, while its Studio X agency teams are enabling it to produce tailored content at speed and scale.
Rather than removing third-party cookies, Google has proposed an “updated approach” that claims to “elevate user choice”, but experts encourage marketers to continue pursuing other forms of targeting and measurement.
Hovis has named General Mills marketing director Mark Brown as its marketing boss as it looks to drive growth in a tough category.
How you spend the biggest part of your marketing budget depends on your brand and audience, but there are a few things all brands should pay attention to.
From talent spotting to prioritising mentoring, Diageo marketers Gráinne Wafer and Lauren McKay believe there’s lots to learn from colleagues at different career stages.
It’s typical that marketers fawn over a brand built through promotion and packaging, when they ought to focus on their role in improving the thing they sell.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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The price comparison business is aiming to reduce its reliance on “expensive” third-party media investments by driving revenue through its membership propositions.
Marketers see GenAI as a productivity aid, but in reality that means more work in the same time, not the same in less.