After 3 months of another ‘hard’ lockdown, there is light at the end of the tunnel with non-essential shops, outdoor hospitality, and services such as hairdressing starting to reopen, as well as being able to mix with up to 5 people from other households. OOH providers would suggest this change in restriction means more people […]
Archives for April 2021
The evolution of influencer marketing in 2021
Influencer marketing was worth $9.7bn in 2020 and is expected to grow to $15bn by 2022 globally. Half of marketers say that they’re spending more than 20% of their budget on influencer content. The cosmetic brand Estée Lauder announced in August 2019 that it was allocating more than 75% of its marketing spend to social […]
Addressing addressable TV and the role it can play internationally
Addressable TV has been a hot topic across the advertising industry for the past few years, and by combining the power of high-reach and high-quality content offered by broadcast TV with digital targeting and message tailoring capabilities – many industry leaders believe it’s the future. Whilst addressable TV has multiple advantages, understanding the benefits of […]
A quick, simplistic framework for evaluating media opportunities
Continued testing of new advertising opportunities is key to a brand’s growth. With the media world constantly diversifying, the volume of testing opportunities available has expanded into the thousands. When every media owner is touting their offering as the best, how do you quickly narrow down which tests to prioritize? To do this, we need […]
The pandemic’s impact on digital offerings
The COVID-19 pandemic has forced businesses to accelerate their digital offering. This has driven traditional bricks-and-mortar-based businesses online, for instance: ASOS acquiring Topshop, and Boohoo acquiring Debenhams. It has also created a more level playing field, with Facebook recently referring to this as a democratised market: anyone can buy anything anywhere! A prime example of […]
The Piers Morgan effect: the role of controversy and brand safety in the world of TV
Just over a month ago, media outlets all over the UK shared the breaking news: Piers Morgan had resigned as a host of ITV’s Good Morning Britain, following his highly controversial comments about Meghan Markle just the night before. After years of being part of the driving force for attracting the morning show’s viewers, ITV […]