Five trends that will shape media in 2020
Ellen HammettFrom streaming wars and block lists, to programmatic DOOH and the impact of Google’s third-party cookie ban, Marketing Week predicts the media trends that will take shape this year.
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The story of Casper shows there is no DTC ‘revolution’
Mark RitsonFor all their trendiness and disruptive rhetoric, most direct-to-consumer brands do nothing new, and ultimately rely on traditional marketing and retail channels to scale and grow.
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Have yourself a media-neutral Christmas
Mark RitsonMarketers should follow Santa’s example this Christmas. He needs elves and reindeer to deliver all his presents in time, not just one or the other.
Trends 2020: Moving towards global media measurement
Charlotte RogersCrying out for greater clarity on their media investments, brands are coming together to develop solutions for cross-media measurement.
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TV the ‘least risky’ form of advertising, finds new research
Sarah VizardWhile return on investment varies depending on the brand and campaign, linear TV and broadcaster video-on-demand show up to three times less variance than other media.
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M&S ups marketing spend by a quarter in digital push
Sarah VizardThe retailer has significantly upped spend in marketing as it looks to target families and boost online sales through paid search and email.
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Ignoring TV is a strange choice for a big brand
Mark RitsonIf you have a big budget and are making long-form video ads, it makes little sense to leave the most effective medium out of the mix, as Gap has done by rejecting TV for its Christmas campaign.
Marketoonist on innovation
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Signs of the time: Why digital signage is on the rise
Ann McLaughlinArtificial intelligence and advances in screen hardware offer big new opportunities for digital out-of-home advertising to offer impact and interactivity.
Newsworks boss challenges advertising industry on ‘flow of money’
Marketing Week PartnerNews brands are strategically focused on creating platforms where content is available how audiences want it, so why isn’t the flow of money following?
The value of positivity: why context is key to making ads more effective
Marketing Week PartnerAdvertisers that recognise the true value of context and the consumer’s state of mind have an opportunity to create more positive associations.
Why real news is crucial to advertising’s future
Marc ZanderTrust in advertising depends on a trusted environment of high-quality news produced by professional journalists, says Teads SVP Marc Zander, marking the launch of its Campaign for Real Media.
The new age of audio: What does it mean for advertising?
Rebecca SentanceThe rise of podcasts and online streaming, as well as a wealth of devices to listen to audio on, has meant advertisers are re-evaluating the role of audio in their marketing mix.
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Seven reasons why TV’s doubters are wrong
Mark RitsonOfcom’s latest data yet again shows why TV should be at the top of most big brands’ media plans, yet some marketers insist on ignoring the facts. Here are the answers to their most common quibbles.