While there were no changes to overall marketing budgets in the second quarter, according to the IPA’s quarterly Bellwether, marketers increased spend on main media advertising, suggesting they are investing in long-term brand health.
Virgin Media has made a number of changes internally in an attempt to reduce its disability employment gap but admits it still has a job to do to tackle the perceived stigma around disability.
P&G looks to be bringing more of its media planning and buying in-house as it looks to bring its marketers closer to the consumers they serve but it should be wary of going too far down this route and losing the expertise an outside voice can offer.
Trust 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 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.
Ofcom’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.
As the whistle-to-whistle gambling ad ban comes into effect during live sport, Betfair is hoping a shift to more brand-led advertising and a focus on taking customers on a “digital journey” will help it stand out in a competitive market.
For the first time in many marketers’ working memories, the fastest-growing ad channel next year will be non-digital, and it’s a testament to cinema’s enduring audience appeal and emotional impact.
McDonald’s has increased restaurant visitor numbers in key cities after introducing a new approach to targeting audiences through outdoor advertising.
Mobile gaming has crossed over into mainstream entertainment, but brands still seem reluctant to explore the burgeoning opportunities.
As the roll-out of 5G promises to amplify the experience of mobile gameplay, brands are discovering inventive new ways to find fame through gaming.
Digital TV is becoming ever more popular among consumers, yet it lags behind in advertisers’ plans. Yet as the siloes between digital and TV break down, it is an area brands should find worth exploring.
Google says advertisers should pull spend from its YouTube streaming platform if it means it helps them to “understand what’s there” and “do the right thing”.
The marketing boss of the world’s largest advertiser is more interested in measuring reach than spend, with P&G increasingly finding it can use money that would have been “wasted” on frequency to boost the number of people it reaches.
Britain is now the largest online advertising market in Europe and third-largest globally, with £1.34bn worth of spend going online last year.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Marketers increased marketing spend in the first quarter as they look to protect their brands amid rising uncertainty, but the growth is not expected to last.
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The ASA is using evidence gathered by new avatar technology to ban ads from five gambling brands found to be targeting children as part of a broader strategy to take a more proactive approach to policing online ads.
