Seven myths about TV advertising – and why you shouldn’t believe them
Marketing Week PartnerFirst-time TV advertisers will need to see past stereotypes that it is costly, hard to measure and in decline. Here’s why those views are outdated.
‘From belonging to thriving’: Euros win sparks surging audiences for women’s sport
Charlotte RogersAttracting 15.8 million new viewers in 2022 alone, interest in women’s sport has been turbocharged by the Lionesses’ historic Euros victory.
Airbnb hails ‘efficient’ marketing strategy as it posts record profits
Michaela JeffersonCFO Dave Stephenson claims the decision to “radically” adjust marketing expenditure is a key factor in the brand’s rising profitability.
Elon Musk takes over Twitter amid a challenging market for digital advertising
Niamh CarrollMusk’s acquisition of Twitter comes as Meta, Google and Snap all report a slowdown in their advertising businesses, with demand waning due to the difficult macroeconomic environment.
How Gymshark is broadening its appeal to become ‘the biggest British brand ever’
Niamh CarrollWith the launch of its first retail store and an evolving media strategy, Gymshark’s chief brand officer and CEO are bullish about brand’s ability to reach beyond its core customer base.
Coca-Cola ‘significantly’ ups marketing spend in preparation for ‘dynamic’ 2023
Niamh CarrollThe drinks giant’s core strategy for dealing with the likely challenging economic environment in 2023 will be to “lean into growth”, its CEO has said.
Media budgets slashed for the first time since the height of Covid
Niamh CarrollThe IPA Bellwether shows marketers are feeling increasingly pessimistic about the future fortunes of their companies and industries, with budget cuts beginning to roll in.
‘A £5m opportunity’: How Studio Retail used data to transform its media mix
Marketing Week PartnerLooking to accelerate its transformation from a reliance on catalogues to a fully digital ecommerce approach, Studio Retail used data and modelling to discover how customers could be more effectively reached through digital and TV marketing.
Less than a quarter of the UK’s biggest TV ads feature a person over 55
Niamh CarrollNew research from System1 and ITV outlines six core themes brands can use in their ads to most effectively engage consumers aged 55 and over.
How three B2B marketing bosses are making the case for brand investment
Michaela JeffersonMarketing leaders at Sage, EY and Goldman Sachs share how they persuaded their CEOs to give them the investment they needed to build out their brands.
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‘Triple cooked chips’: Ritson’s ‘foolproof’ system for marketing budgets
Michaela JeffersonRitson recommends marketers take a three-step approach to budget setting: match your budget to your business size, optimise the long and short, and measure them correctly.
How Oddbox grew its brand on a startup’s budget
Michaela JeffersonBy investing in media beyond Facebook and Instagram, shifting its messaging and moving towards integrated campaigns, Oddbox was able to boost brand awareness and salience, and achieve its best month for customer acquisition.
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Next CEO: Marketing spend is ‘not a decision made in the boardroom’
Niamh CarrollWith the cost of living crisis dampening consumer demand, sales during August slowed “significantly” and were “below our expectations”, the retailer has said.
Morrisons unveils retail media proposition for partner brands
Michaela JeffersonSupplier brands will be able to advertise to Morrisons’ customers through its owned and external media platforms, using its loyalty and ecommerce data to “maximise ROI”.
Chasm between industry’s view of media habits and reality shrinking, study finds
Lucy TesserasWhile the gap is getting smaller, research shows there are still some major gaps between consumers’ media consumption and what the industry thinks is happening, underlining the need for market orientation.