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The contextual advertising boom: How can brands take advantage?
Contextual advertising is experiencing a resurgence in popularity so how can brands use it to best effect?
LinkedIn B2B Institute: Advertising should be ‘memorable not clickable’
Niamh CarrollWith most B2B customers not in the market to buy most of the time, marketers should target memorability rather than instant sales, said the LinkedIn B2B Institute’s Jon Lombardo.
‘Advertising, not just entertainment’: Why Nike’s TikTok ad was the most creatively effective of July
Michaela JeffersonNike’s ad landed in top 20% of all UK ads for its ability to actively involve viewers, scoring similarly on its contribution towards building brand affinity.
‘Don’t be afraid of consistency’: Marketers on the driving factors behind effective advertising
Michaela JeffersonThe marketers behind two highly effective Marmite and Aldi ads explain what it takes to build a creatively effective campaign.
Twitter, TikTok, John Lewis: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
B2B spend on TV advertising has doubled since 2018
Michaela JeffersonMuch of the growth is being driven by the democratisation of software for SMEs, with web hosting firms Ionos By 1&1 and GoDaddy, as well as financial services brands Sage and Intuit, featuring in the top 10 B2B advertisers on TV last year.
Casual sexism hidden in everyday language is doing untold damage
Helen JamesHysterical versus passionate, pushy versus ambitious, bossy versus assertive; the use of certain language in marketing is perpetuating everyday sexism.
Zero-based budgeting and Mars’s purpose stance: Your Marketing Week
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 the latest thinking on marketing effectiveness to Mars’s CEO calling attacks on brand purpose “nonsense”, it’s been a busy week. Here is my take.