Nine steps to making your media budget work as hard as it can
Andrew GeogheganHow 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.
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.
In line with a “brightening economy”, marketing budgets across all main categories have been revised upwards.
Retail media is growing fast but there are watchouts brands must be aware of before jumping in full steam.
Marketers who ignore media channels with high ROI but little buzz could be doing themselves – and their function – a disservice.
Overall digital advertising spend grew 11% in 2023 to £29.6bn, according to data from IAB and PwC.
As “greenshoots” of economic recovery appear, marketers are shifting focus to promotions, events and direct marketing, according to the latest IPA Bellwether report.
Domino’s says sales dipped in January but its CEO stands by the decision to “hold back” marketing spend, so it can put more investment behind a raft of upcoming launches, including a £4 lunch deal and its loyalty scheme.
Media buying is trending towards hyper-personalisation, but sometimes broader targeting through high-quality media will reach more potential customers.
Co-op’s foray into the retail media network space comes off the back of an increased focus on first-party data and membership scheme changes.
From AVOD and retail media to artificial intelligence, we share the five trends that will shape media in 2024.
The automotive marketplace is making its biggest ever increase in marketing spend to entice younger and female audiences into its ecosystem.
Every wasted ad click contributes to carbon emissions, so brands must make sustainable media a higher priority in the coming year.
Optimism is in short supply as marketers face up to another year of constrained spend – but where that spend will be directed is ever-evolving.
Brands and broadcasters should be developing fan bases more to transform attention into revenue for women’s sport.
TV is among the strongest media for landing effective advertising messages, argues analyst Peter Field – but “the god damn effective” channel remains undervalued compared to its nearest digital rivals considering the business outcomes it offers.