ITV is planning a 50% increase to its paid media investment in 2023, as the commercial broadcaster chases ambitious targets for its new online streaming service ITVX.
ITV director of client strategy Kate Waters believes TV has a clear role to play in addressing the “hard creative challenge” of appealing to older consumers.
The broadcaster claims the new streaming platform will enable it to double its streaming viewing, monthly active users and subscribers, while delivering “valuable” addressable advertising inventory at scale.
Rising costs and price inflation will drive businesses to seek cuts and save margins, but marketers must ensure investment behind the brand is sustained.
Travel brands need to think carefully about how and when they spend their marketing budgets and launch discounts, as British holidaymakers look to save their cash.
Reflecting the obsession with stats in sport, BT Sport dug deep into the data behind the online abuse epidemic to start a nationwide conversation about the scale of unseen hate.
There are many intersecting causes for marketing’s gender pay gap – and the fact it has got worse – but failure to address it now will only exacerbate the issue.
With an ethnicity pay gap of 10.3%, marketing has work to do to prove it’s a career of choice for diverse talent.