The first event in the Festival of Marketing’s Currency of Effectiveness series discussed how brands can use media strategy and creative effectiveness to turn excess share of voice into “effective share of voice”.
ITV’s 2022 results show advertisers continuing to shift spend from linear to digital TV advertising, as they approach the first half of 2023 with “caution”.
On a mission to re-engage fans of “no-nonsense” soup, Heinz’s limited-edition Christmas Big Soup sold out within three hours and had retailers clamouring to get the product back on shelves.
Brands of all sizes are increasingly using TV advertising to take them to the next stage of growth, and recognising the effectiveness it delivers.
Main media spend returned to growth in the fourth quarter of 2022, with a net balance of 4.4% firms upping spend.
Industry bodies claim a decision to keep Channel 4 in public ownership would ensure certainty for advertisers, who value the broadcaster’s unique proposition.
From a reshaped viewing landscape and in-game audio advertising, to the rise of attention metrics, Marketing Week predicts the trends that will shape media in 2023.
Plant-based meat alternative brand Moving Mountains is targeting more mainstream consumers for growth, believing it can win them over through its taste and sustainability credentials.
Realising the opportunity retail media offers is going to require most brands to rethink everything from budgets and team structures to their joint business plans.
Embracing data-driven marketing is vital for business growth, but to achieve this organisations need to commit to constant experimentation and learning.
Big budget cuts aren’t expected among major advertisers next year, but with a recession taking hold, marketers will be under pressure to work their budgets as hard as possible.
After spending £45m on its launch campaign for ITVX this month, ITV CMO Jane Stiller says the broadcaster has even bigger plans next year.
Jumping on news of a potential festive food shortage, Heinz gave its Big Soup brand a much-needed boost through its most cost-effective earned campaign of 2021.
TV audiences are fragmenting as the number of streaming channels grows. Meanwhile, the recession makes it more important than ever for brands to understand viewing habits to maximise the effectiveness of their spend.
According to PepsiCo’s senior director of ecommerce marketing, one of the business’s “biggest challenges” has been bringing retail media to the forefront of a complex marketing organisation.