‘Reaching a cliff edge’: What does media inflation mean for brands?
Michaela JeffersonThe rising cost of TV might offer advertisers an opportunity to redefine how they measure the value of different media, industry experts suggest.
How marketers can optimise spend to deliver a 50% uplift in ROI
Marketing Week PartnerNielsen’s new analysis shows 50% of planned media channel investments are too low for optimal ROI, while planned spending overall is also 50% too low.
New media platforms shouldn’t play by old media rules
Mark RitsonData suggests creating assets specifically for each channel is more effective than repurposing them, so podcasts and streaming platforms shouldn’t look to radio and TV for their ad formats.
Expedia shifts spend from performance to loyalty as it adopts ‘long-term’ view of growth
Niamh CarrollExpedia says it is bucking the norm for travel booking firms by focusing on growing customer lifetime value and retention over chasing individual transactions online.
Cazoo to slash brand to one-third of marketing spend by 2023
Michaela JeffersonThe online car retailer is undertaking a “business realignment” programme to “de-risk the path to profitability” and deliver more than £200m in savings by the end of next year.
P&G to ‘close couple’ price increases with innovation
Michaela JeffersonWhile promising continued brand investment, P&G is also making spend more efficient, with new targeting capabilities across both TV and digital.
AB InBev ‘increasingly’ looking to buy media on attention over CPM
Michaela JeffersonThe founder of AB InBev’s in-house agency draftLine believes the media industry will continue to make a “directional shift” towards attention as a primary trading metric.
Fight, don’t freeze: How to recession-proof your brand
Kevin O'FarrellMedia investment is often cut when savings are required, but analytics shows it damages sales. The right move is to focus on planning and optimising campaigns.
Channel 4 challenges brands to authentically represent disabled people with £1m diversity award
Niamh CarrollChannel 4 is awarding £1m in advertising airtime to a brand that can pitch an “exceptional” campaign that authentically represents disability.
Why Superdrug believes it no longer ‘needs’ TV advertising
Michaela JeffersonSuperdrug’s media strategy is evolving alongside the business, as it brings marketing and ecommerce together to drive its online to offline ambitions.
Cazoo switches from brand to performance in bid to ‘realign’ business
Charlotte RogersOn a mission to save £200m over the next 18 months, the online car retailer says it is prepared to sacrifice near-term aspirations in search of “profitable growth”.
Are you paying attention to attention?
Marketing Week PartnerCommon metrics such as reach, frequency and impressions tell marketers nothing about advertising effectiveness. Attention is the metric that matters.
Luxury, prices, wellbeing: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
Asda talks up ‘massive’ opportunity for retail media
Charlotte RogersAs we head towards a cookie-less future and brands explore the open web, Asda’s Alex Crowe believes now is the time for retail media to shine.
The road to Qatar: Is your brand ready?
Michael BarnettAmid the run-up to Christmas, the 2022 World Cup will create more competition for media, higher prices and bigger planning challenges.