A quarter of UK shoppers expect to have spent over £250 by the close of Cyber Monday, following research by GlobalWebIndex in the run-up to Black Friday and Cyber Monday. Searches with the term ‘deals’ included increase 5X, reviewing Google trends, and visits to retail websites will increase by around 30% (source: Hitwise) from the […]
Archives for 9th November 2018
Artificial Intelligence: redefining the media buying skillset?
In a previous edition of ARM Weekly, my colleague Marta Granatir discussed media buying’s growing confidence, and in some cases, dependence on, automation. In this article, we explore the changes these tools will have on our future planning and execution of the media buying process. There is also no shortage of scaremongering around AI, with […]
Reach can measure the success of advertising, but how does this relate to business outcomes?
‘Reach out, reach out for me…’ and as The Four Tops advised, ‘I’ll be there’. This is true of mass market advertising. But the question is, will the consumers you reach respond? How does reach as a media metric relate to business results? Reach is the percentage of the target audience to have at least […]
Eye-tracking research provides insight into long-term advertising
Just recently the Australian marketing professor Karen Nelson-Field has published a second eye-tracking study into the effects of video advertising around TV content (TV and online), Facebook and YouTube. This new research, called Decay, shows that the effect of video advertising on the consumer’s purchase decisions continues for up to a month after he has […]