Although its strapline, ‘Don’t Make Ads, Make TikToks’, touts it as revolutionary, TikTok will soon reveal itself to be another ‘traditional’ ad business, as its own media strategy makes clear.
Just Eat admits it has had an “overwhelming” data to make sense of during the pandemic but that it has found insights to help build both its and its partners businesses.
The end of the furlough scheme, differing impact of the pandemic on specific categories and the rise of online all impact how marketers should think about budget planning and strategy next year.
Confident brand safety will not be an issue on its platform, Reddit is branching out to the UK in a bid to serve its second biggest market.
If brands are serious about not letting their money fall into the hands of climate change deniers, white supremacists and conspiracy theorists, now is the time to take a discriminating approach to brand safety.
Using partnerships mitigates against rising media costs while taking advantage of the ecommerce boom and ensuring partners are measured on performance.
Despite lockdowns easing and the threat of the pandemic receding in the UK, at least for now, 30% more marketers are planning to cut their budgets than increase them in the second half of the year.
The sportswear brand cut spend related to events such as the Oympics but “doubled down” on digital as ecommerce sales almost doubled.
Some brands cut spend by 97%, while others increased it by more than 100%, as companies took varying approaches to managing the fallout from the coronavirus pandemic.
The pandemic may have caused major disruption to the ad market as global brands pulled spend, but cheaper media prices offer an opportunity for savvy companies to do more with less.
The fast food chain says it will boost ad spend by $200m in the second half of the year – the equivalent of an additional month of media in every owned market.
Unilever cut brand and marketing spend in the first half as coronavirus restrictions hit, but as lockdowns ease it is planning to “invest heavily” behind its brands and innovations.
Squeezed budgets mean marketers need to appreciate how programmatic can cost-effectively build brands, not just boost sales.
We explore how artificial intelligence can help brands buy digital media more effectively – including the importance of allowing the ‘learning phase’ to be completed.
The car manufacturer’s UK marketing boss believes brands cannot and should not go dark during a recession, especially in the auto industry where long-term planning is key.