As Gary Vaynerchuk continues to dominate much of the debate on marketing around the globe, our branding columnist suggests he is wrong – repeatedly – about the respective value of TV and social media.
From doing more things in-house to upskilling employees, the world’s largest entertainment organisation wants to make sure it can be more than just a media partner to brands.
Radio and print perform significantly better than advertisers and agencies expect for brand building campaigns, while online media is all too often overvalued.
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
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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.
Amazon is now TV’s third-biggest spender, with total TV ad revenue reaching £5.11bn in 2018 thanks to increased investment from online businesses.
Tesco believes too much of its media spend is being “siphoned off” to ad tech instead of being used to reach customers in quality environments.
Clinique didn’t know the offline effect of its Facebook video ads until it undertook a landmark six-month study to demonstrate their impact on metrics including in-store sales and product consideration.
Online dating has been around since the dawn of the internet but dating apps are a much newer phenomenon, with their millions of users across the globe offering brands a unique and largely unexplored field to play on.
Zoopla’s new CMO Gary Bramall says brand advertising will become “more pulsey” as he moves to create more integrated marketing campaigns with a greater focus on content.
New Ebiquity data questions whether TV’s superiority for marketing effectiveness will last beyond five years, but it ignores people’s propensity to change behaviour as they get older.