An increasing number of marketers are pulling back from advertising around news related to the coronavirus outbreak, yet there is evidence to suggest they should in fact be seeking it out.
Sky has overtaken Procter & Gamble in terms of the investment in traditional advertising, while the sector overall saw growth last year.
The two broadcasters have announced joint subscriber packages, strengthening their position in a fragmenting market.
There is a growing sense that reaching giant audiences to build brands in the decade ahead is going to be more difficult.
The FMCG giant plans to slash agency fees and simplify innovation, while increasing media support for its biggest brands, as part of a three-stage turnaround strategy kicking off this year.
Under Armour is investing a greater proportion of its marketing budget on brand and top-of-funnel activity as it looks to “spend money the right way”.
Using Facebook Live, the Royal Observatory in Greenwich managed to reach hundreds of thousands of people with a series of broadcasts of astronomical events direct from its telescopes on a “miniscule” budget of £550.
America’s favourite sport is gearing up for its Sunday night showcase, even if some brands are refusing to play by the old rules.
From 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.
For 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.
Marketers 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.
Crying out for greater clarity on their media investments, brands are coming together to develop solutions for cross-media measurement.
While 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.
The retailer has significantly upped spend in marketing as it looks to target families and boost online sales through paid search and email.