ANALYSIS

Why ad podding will star in the next season of TV advertising

With both Netflix and Disney Plus going ad-funded, a new type of media buying is bringing the AVOD experience closer to its linear counterpart. Storytelling on CTV just got simpler…

Eat, drink and give subscriptions: why retailers are shifting their payment models

The majority of us love the festive holidays – so why don’t we subscribe to it?

Sustainability, cookies and recession: a time of challenge and change reflected at DMEXCO

There were noticeable differences at the two day expo conference this year. With some big names missing and less exhibitors, what were people really talking about?

Why ads will be Netflix’s saviour

Netflix ads were once considered unthinkable. But if done correctly, the platform’s next ad model can drive the company to even greater prominence as competition heats up.

Aim high with your data analysis: don't let cut-backs hold you back

Worried about marketing cuts? A measured response and long-term investment can ensure brands continue to grow through turbulent times and beyond

Managing hybrid marketing teams: 5 tips to get it right

Recognising burnout, ensuring continued personal development and facilitating communication are three of the skills you'll need to master if you want your team to thrive

‘The internet is worse for the environment than airlines’

This Ozone Day, digital marketers need to understand the impact of advertising on the environment, and what they can do to help.

What is the ‘helpful content update’... and how does it impact you?

Google’s latest algorithm change cracked down on clickbait written for high search rankings rather than humans. But how will this downgrade of ‘SEO-first’ websites affect marketing content strategies?

The cookiepocalypse is nigh (again)!

The era of third-party online data is coming to an end… So what’s next for digital advertising – and how can you future-proof your business?

The devil wears Prada: an influencer’s story

“This is an industry dominated by women and essentially created by women yet women are still massively disrespected and underpaid, compared to men.”

A new era of brand loyalty in Web3

Web3 creates a lot of possibilities and a lot of questions for brands. White Label Loyalty explain how it can be used by brands to remain relevant and steer consumer behaviour

Online hate speech: if you're not part of the solution you must be part of the problem

Hate speech and trolling have become synonymous with social media – and this can have a knock-on effect on brand reputation. So how can organisations turn this around, safeguard their social spaces and start using their platforms for good?

Ditch the pitch: 7 tips for marketing to Generation Z

They want businesses to help solve their problems, not try to sell them stuff. So how can marketers ensure this huge segment of the population is included in their sales strategies?

Winter is coming… Now is the time to rekindle loyalties so supply chain battles won't take you by surprise

Retailers are entering a time of uncertainty, but solid consumer relationships make excellent allies. What can brands do to ensure their customers can access what they need?

Corporate Game of Thrones: the CPO is coming

Organisations such as Netflix, Tinder and Twitter have all restructured to put product at the heart of their business strategies. We’re saying goodbye to the Chief Information Officer and hello to the Chief Product Officer.

Twice as nice? Who needs a digital twin?

It sounds like science fiction, but digital twin technology is already here. With its growing list of real-world applications – from energy consumption to healthcare – how can this rapidly evolving tech help your business save money and run more efficiently?

3 lessons in charity loyalty that marketers can tap into

Why do charities have a higher degree of loyalty from their supporters? The magic of a personal connection, seeing your customer as an individual and being able to build a 'community' should not be taken for granted.

Are you equipped to win the battle of the PPC Zombie apocalypse?

How do you ensure your PPC campaigns don’t stagnate and promote wastage and continue to deliver results in the long-term? Answer: learn how to ‘sniff out the dead’.

Right to reply: "TikTok’s partnership with Ticketmaster benefits only them"

Understanding your audience is fundamental, particularly for artists starting out in the music industry and organisers of live events. So why would anyone hand over vital first-party data to another company?

Lining up and joining up: product and marketing partnerships in practice

It’s often the digital experience that determines whether customers become loyal to a product, so why are product and marketing teams not collaborating more on joined-up goals to support the life cycle of the customer journey?

Buckle up: how TikTok is keeping brands safe online

Businesses are increasingly launching out into the turbulent world of social media advertising. But how can you protect brand reputation while ensuring your message takes flight?

I'm not Mystic Meg… How to make better decisions in an uncertain world

Predicting the future is not something business leaders are trained for. But simple analytics tools can turn this otherworldly art into a more precise science

It's time to set marketers free from the shackles of manual reporting – and let loose their creativity

CMOs should seize every opportunity to upskill their workforce – as well as providing them with the right tools – so they are better able to collect, analyse and, crucially, use their data

Data collaboration lessons from the greatest teams of all time

From Michael Jordan and the Bulls to Barcelona's tiki-taka style, data cooperation in marketing and teamplay in sports have more in common than you think.

A blip In the matrix or the sign of something more? Analysing Alphabet’s Q2 results

Google’s parent company has seen tepid results recently, but this is an opportunity for marketers. A renewed focus on innovative tools such as Performance Max and automated bidding could shape what the next era of advertising looks like.

How to 'be more Aldi' – and ride out the recession on social

Since Cuthbert the caterpillar cake made his triumphant return to UK supermarkets in June, more brands have become wise to the power of entertaining content. But how can marketers ensure engagement leads to a purchase?

The search is on: why Gen Z is ditching Google for TikTok and Instagram

It stands to reason that social app users accustomed to a particular platform will conduct their searches in the same space. So how can marketers ensure their message is reaching the right audience?

Advertising evolves – but if you can’t master the basics you won’t maximise the impact

Digital marketing changes minute by minute, so why is context still vital to the advertising industry?

The privacy dividend: why brands must get data ethics right

Brands have never held so much data. And with more data being hoarded, the more the ethics of data privacy, fairness and transparency is put under the spotlight. So why do so many big brands still ‘not get it’?

How tech is transforming market research

In this rapidly evolving field, AI and machine learning have already changed the landscape for good. So how can companies best use data-driven insights to grow their business?

Do the unexpected, and escape the industry’s context trap

An over-reliance on context could drive inevitable ‘more of the same’ with brands at risk of becoming ‘wallpaper’. How can marketers take hold of harnessing the unexpected?

The metaverse: 6 reasons for marketers to jump in now

The metaverse may seem small. It may be overhyped. It may seem alien or dangerous. But it — or some version of it— is likely to be a fundamental part of the future landscape. Here’s how brands are getting involved from the ground-up.

‘Disney+ will look to market itself as a higher cost, but higher quality service’

Amid the content versus cost debate, Disney+ is placing its stake firmly in the belief of its offer with its launch of an ad-supported subscription tier. How will budgets be allocated with the continued integration of CTV in the marketing mix?

More ‘ad-ons’ for subscribers: marketers on Disney+ and its new subscription tiers to support ads in-stream

The new ad-supported subscription tier comes at a cost – the same cost as before to stay ‘ad free’. What steps can marketers take to craft their message in a high attention environment without disrupting the value for the viewing they are trying to reach?

Finding insights in the ‘Feedback Fire Hose’

Relying on manual analysis and human tagging, can’t keep pace with the current customer feedback surge. Here’s how machine learning can help identify human subtle nuances such as sarcasm at scale…

'Email plays well with other channels – some don’t'

The latest performance benchmarks for email marketing shows resilience in the channel post pandemic, but the aggregate numbers are only part of the story.

The prescription for subscription growth

With subscription models talk of the town, brands need to be thinking about creating a positive user experience, where short term priorities focus on reducing involuntary churn.

Standing out from the crowd: what makes a winning performance marketing awards entry?

With just two weeks until the entry deadline for the PMW Awards UK 2022, judges from Samsung, Tails.com, RNLI and Reddit reveal what they’ll be looking for in a winning entry, and how the industry’s needs are evolving.

Why advertisers need to include podcasting as part of their connected audio strategy

Advances in podcast tech can provide unique insights into consumer behaviour. So what does this mean for adspend? And how can brands use it to best effect?

Why supply chain issues are fostering a retail marketing evolution

Many brands are becoming more of a subscription service than anything else as their relationship to retailers fragments. To make sales at scale now requires a more retail-agnostic approach…

How to sweat your data to overcome marketing budget cuts

While advertising budgets shrink, marketers continue to under utilise their data. What are the steps and tools you need to get the most out of your analytics?

Human vs machine: when to use AI to guide creative decisions

Automated tools can now predict a digital ad’s in-market performance in as few as 15 minutes. Are traditional survey tools day’s numbered?

Reinventing the QR code as the digital handshake

71% of consumers expect personalisation. QR codes provide a digital handshake with fully measurable solutions enabling a properly personalised and effective experience for customers.

Authenticity and UGC – it’s a crowd mentality

Building and protecting consumer trust is essential in today’s marketplace. It’s time for brands to embrace the crowd in the age of authenticity… and user reviews offer a fast-track way to achieve this.

Moments of receptivity: message sent doesn’t equal message understood

Ensuring that audiences are in the right headspace to receive ads is essential to the success of a campaign. But how do you identify those crucial moments in the first place?

Efficiency costs: why agencies playing the short game are destined to fail

Legacy practices of letting the media determine how agencies are structured have led to siloed thinking, operating inefficiencies and, ultimately, an inability to pivot at speed. It doesn't have to be this way...

Is the market research incentive model flawed?

High quality feedback requires more than just rewarding respondents with extra cash. So how do marketers bridge the ‘say-do’ gap of surveys to ensure better data quality and compliance?

“Marketers should take note”: BeReal, the ‘anti-Instagram’ app

BeReal or TikTok: who really wins the authenticity war and what does it mean for social media marketers?

In a cost of living crisis, organic may become your closest ally

With consumer confidence low, now is an optimal time to look to schemes that provide wins in the long term, so brands can emerge from this dark period in a strong position.

The video era of social media: how influencer marketing is shaping the landscape

Watch episode two of our IG live series on influencer marketing with LTK’s India Sehmi and business influencer Emily Valentine. We talk invisible influence, creators in the metaverse, and why Instagram is fan-girling TikTok.

“What Google has done is just create more confusion”: 10 performance marketers on the Chrome cookie extension

The tracking cookie lives on for another two years… but many in the advertising industry can’t wait to dunk it for good.

“CMOs need a clear line of sight on their global media data for informed decisions on cuts” :10 marketing leaders talk possible adspend contraction

Despite an encouraging start to 2022, adspend faces scrutiny with the bite of the cost of living crisis. Industry commentators give their take on the latest AA/WARC figures.

The rise of Retail Media in the performance marketing playbook

With the cost per conversion within walled gardens increasing 27% in just one year, agencies and marketers are progressively seeing retail media as an alternative, transparent and safe way to reach audiences.

Why it's time for 'Time-in-View': consumer attention and engagement in the privacy-first world

The average person is now estimated to be exposed to 4000 commercial messages a day, making traditional 'viewability' measures less meaningful. It's high time for new success metrics.

Paid social strategy: 6 ways to ensure your creative stays ahead of the trends

Good ad creative improves click-through rates, reduces CPM [cost per thousand impressions] and improves awareness. So how can you make sure yours always hits the mark?

Data privacy: staying legal ahead of Google Analytics 4

Unless or until Google Analytics ensures compliance with regulations such as GDPR, here are some key considerations you need to factor in yourself.

“Tough conversations in the boardroom as CMOs fight to hang on to their marketing budgets”: 25 marketers on the state of the industry ahead

From concerns about slowing consumer spend, marketing budget cuts, and confidence in first-party data strategies and attention seeking to weather the storm, we speak to industry leaders about the latest IPA Bellwether findings.

5 things you need to hear right now about conversational commerce

With the market set to grow rapidly as more businesses register the benefits, here’s how to get ahead of the game to help your business grow.

Notes from a CMO: integrating acquisitions into your marketing plans

Here’s what you’ll want to know if you’re involved in one of the record numbers of M&As expected around the world this year.

Retail media meets CTV: we’ve come a long way from infomercials!

Long gone are the days when you phoned in your order after seeing something you fancy – with retailers joining forces with streamers, what does that mean for brands?

Performance marketing people: eBay Ads gets new GM and Innocent’s social media manager moves on

Promotions at Interbrand and independent podcast agency Acast and a new office for Tug leads to new hires feature in our latest round of performance marketing movers.

How machine learning will boost marketing performance in a post-cookie world

Purpose-built tools and techniques can bring a whole new scale and bang for buck – redrawing the boundaries between brand and performance marketing.

Why understanding customers’ delivery personas is key to e-commerce excellence

Consumer online shopping behaviour has changed for good – and retailers need to take note.

“It’s 1994 all over again”: why the foundations of Web3 need to be built by marketers

Suresh Balaji, HSBC Asia CMO, explains how the industry can avoid making the same privacy mistakes of the Web 1.0 and 2.0 eras.

Start-up blues: 3 mistakes to avoid with your marketing budget

Find out how to ensure there’s enough left in the pot to actually get your new venture off the ground

Why your campaign should start and finish with social media insight

With spending on market research at its highest level for years, are marketers missing a trick?

Our ads don’t represent us: the importance of accessible creative

Why advertising needs to appeal to consumers, not to advertisers (and a lot of it doesn’t.)

Four reasons why private equity is backing the UK marketing sector

A fragmented marcomms landscape and accelerated digitalisation has seen the UK marketing sector shoot ahead of its counterparts.

'Not the silver bullet': industry leaders on the implications of cuts to marketing spend

Performance marketing experts react to implications of marketing budget cuts in light of Government asks to cut prices to help consumers – and give advice to brands on how spend can be refocused.

Why big spenders are not your best customers

Putting your most important customers at the heart of everything you do is critical to brand survival – but who are they?

How will the year of data privacy impact advertisers?

With Europe, the US and APAC all closing the net on privacy, effective strategies and efficient use of data will be more vital than ever for targeting consumers.

Is it time to upgrade your analytics? 6 under-reported benefits of GA4

With Google having called time on Universal Analytics, now could be the right moment to get on board with a fancy new AI-tastic incarnation.

3 reasons why listening to customers makes you a better marketer

Customer feedback has been widely discussed over the past few years, but how might it shape the roles of marketers?

A new frontier for search: why brands should be using alternative search engines

With Gen-Z driving the bus for ethical consumerism, right now could be the perfect time to get on board and support the new kids on the search engine block.

Why agencies and their clients need to implement web accessibility right now

With the vast majority of sites not fully usable for the quarter of the US population living with disabilities, it’s not only they who are missing out.

Tank cakes and tax evasion: the rise and fall of Chinese influencers

China’s influencer economy is booming, but strict new regulations mean your time as a top ‘Key Opinion Leader’ can be short-lived. Here’s what performance marketers need to know …

Too hot to handle? How businesses can better manage data in a post-cookie world

With high profile brands being hit with GDPR fines, it’s essential brand performance is managed through the lenses of brand safety, privacy and compliance.

Affiliate programmes must not be a game of chance for gambling companies

Where ads appear can cause some major (and expensive) compliance issues, as regulators seek to get their industries into line.

Postcards from Cannes: 15 performance marketers on why data is crashing the creativity party

As the sun sets on an eventful Cannes Lions, PMW quizzed some of this year's attendees at the French Riviera festival to get the scoop on the biggest marketing event of the year.

Pre-launch data: the bread and butter for creators

If you don’t want to risk relying on gut instinct, reliable consumer insights will be vital information on the road to success.

Affiliate marketing and its retail revolution – with Rakuten Advertising's Rakhee Jogia

In conversation with Rakuten Advertising’s International MD, Rakhee Jogia, we talk about the revolutionary shifts in marketing, from ‘The Great Resignation’ and sustainability to what Amazon got right.

10 industry leaders discuss GARM three years on: Unilever, Meta and Google outline brand safety challenges ahead

From deep fakes to metaverse misinformation, how can the performance marketing industry counteract incoming threats from new technology and geo-political upheaval?

Measuring ROI: how real-time analytics solves marketing’s greatest problem

When a campaign's success hangs on ROI measurement, marketers cannot afford a data delay. Enter real-time analytics.

Why privacy-first programmatic requires end-to-end expertise

The adtech industry is witnessing a seismic shift as more and more advertisers enter the fray, but with an ever-growing expectation of privacy.

The open web strikes back: why brands need to nurture first-party audiences

Walled gardens have gained an unmerited ad-spend advantage on the back of privacy concerns – but now it’s time for brands to take action

Marketers are trying to run before they can walk… and stumbling

The need for speed is tempting some to skip critical infrastructure, introducing inefficiencies and errors that actually only scupper the ability to move effectively, and quickly.

Attention! Attention! It’s what you need to maximise engagement

Why bigger is not always better, and viewability could actually stop your ad being seen.

The savvy marketers’ toolkit: 3 tips to help supercharge success

Whether you’re dealing with the challenges thrown up by walled gardens, data fragmentation or cookie deprecation, here’s what you need to know to help you thrive.

It’s time to embrace nostalgia marketing right now (before you forget)

Nostalgia marketing is taking the world by storm, as millennials and Gen-Z are longing for the past – and brands are taking them on an exciting journey through time.

Find the right people at the right time: 3 steps to engaging with your intended audience online

The good news is there are more spaces than ever where advertisers can get in front of consumers; but the big question is, how do you find your particular audience and engage with it?

Mind the (data) gap: can analysing every word on TV make us better marketers?

A guide on bridging a data gap in TV content that many media planners may not even realise exists...

4 priorities for better targeting: why long-term value trumps quick conversions

ROI Genome Report shows that contextual targeting is 1.2 to 2.5 times more effective than other forms of targeting.

Why understanding gaming culture might be the advertiser's most important quest

Somewhere one of your customers is gaming right now. Can you unlock the next level?

Going live: the growing power of influencer marketing on Twitch

Until recently Twitch was known as the place to watch gamers in action – but the high levels of engagement makes its influencers extra-effective for brands.

Improve your e-commerce: are you ready to take it in-house?

Moving your operation closer to home needn’t be a headache if you do it with clarity – here are the three stages your journey should take.

How loyalty schemes can help during the cost of living crisis

Consumers want to feel good when they make purchases, but rarely more so than in the challenging times ahead.

“We can all see the costs to bear”: eight performance marketers on GDPR’s anniversary

GDPR is perhaps the most famous piece of privacy legislation in history, with an impact felt far beyond the EU. As the legislation reaches four years old, PMW spoke to five experts on what performance marketers can do to tackle future challenges.

GDPR four years on: is data privacy already out of date?

GDPR changed the world of marketing - but can it keep pace with the data deluge? From fingerprinting to the rise of Web3, PMW talks to the experts to uncover the impact of regulations on both consumer attitudes and marketing plans.

Demand for on-demand is outstripping supply: so what’s the answer?

With ad-supported-video-on-demand [AVOD] booming, supply chains are struggling to keep up with creating the personalised ads required.

The hybrid customer experience: 3 key challenges for companies

With uncertainty around prices, supply chain and shopping habits, investing in a hybrid customer experience model that reaches different consumers in unique ways has never been more important. However, challenges to implementing this strategy are persistent across industries and businesses.

Move fast, but please don’t break things – delivering great advertising that respects privacy

How marketers can learn a lot from healthcare and cryptocurrency: two areas that have always had to handle data with extreme care.

Know your business: four drivers of digital success in B2B marketing

Business-facing companies can learn a lot from B2C, but it’s vital to understand what makes it different too, so you can invest your time and money wisely.

Why performance marketing without a performance mindset isn’t enough in 2022

Different departments taking different actions, each driving towards its own goal, can bring success; but isn’t it better if everyone thinks the same way and heads there together?

Why are publishers shifting away from AMP?

Announced with a big fanfare in 2015, Accelerated Mobile Pages [AMP] looked like the golden ticket to faster loading times and a better user experience. So what happened next?

Information asymmetry: why you need to watch out for a B2B power imbalance

When you first meet, potential customers will probably know much more about you than you do about them. If you don’t address that, you'll lose business, time and money.

Winning the last mile of performance marketing: can you improve your delivery and customer experience?

Along with an increase in sales comes a surge in savvy, as customers start to expect and demand more from their e-commerce.

9 in 10 UK businesses struggle to manage their brands' reputations

British brands recognise the importance of online perception but struggle to come up with a strategy, says report

The metaverse: where Gen Z discovers luxury brands?

In spite of a tradition of risk aversion with their marketing, high-end fashion has already begun to make its presence seen (if not, perhaps, felt) in cyberspace.

Men have changed: well, their online shopping habits have anyway

Why male shoppers should be part of your new email marketing strategy in 2022.

Marketing effectiveness down 23% in 2021 with less focus on metrics that matter

New research highlights continued reliance on “vanity measures” rather than the response, brand and business impact measures that matter to long-term organisational health.

“Digital is now as vital as oxygen”: 20 industry views on UK ad spend record and the outlook for 2022

AA/WARC research recorded a landmark £31.9bn worth of the UK ad market in 2021 - industry commentators give their take on the significant bounceback last year and what lies in store for marketers in 2022 and beyond.

What’s the state of play for CTV across Europe?

Compared with the US, European CTV is in its infancy. If it is to mature quickly there are some key challenges that must be overcome.

Does free speech equal an ad-free Twitter?

Musk’s pledge to reduce censorship on the platform could spell trouble for Twitter's advertising business model.

The B2B alternative to influencer marketing

With traditional ads beyond the budget of the average SME, it’s worth considering an area more commonly associated with B2C. And you don’t need to hire a Kardashian.

Lost in translation: is poor localisation costing you customers?

A quarter of consumers are less likely to purchase from brands with poor localisation practices, says a new report.

Guaranteed performance for long form video – myth or reality?

Five changes you can make to find your audience and keep them engaged for longer.

“The impact on measurement has been devastating”: Six performance marketers on Apple’s ATT one year on

The IOS 'adblock-alypse' continue to hit Facebook, as increasing numbers of iPhone users opt out from tracking on their devices. PMW quizzed six performance marketers for their experiences one year on from ATT.

Brand activism: using technology to deliver inclusive content at scale

Making sure your output is appropriately diverse and relevant is harder and more important than ever, so how can you stay on top of it all?

Why aren’t we talking about Ad Net Zero?

In the hunt for profits, the cost of action might seem to eat into margins; but the cost of inaction will inevitably be far higher.

Coping with the uncertain future of ad automation

A potted history of Google Ads features, plus 5 tips to help you survive and thrive.

Automated vehicle ads are set to put UK dealerships and buyers in the driver's seat

Shopping for a car? Soon you might not even have to leave Google’s search bar to find what you’re looking for.

“One of the most important years in digital marketing”: 30 industry views on the outlook for the year ahead

Following the release of the latest IPA Bellwether findings, PMW gets the views from more than 30 industry commentators on the positives and watch-outs for the year ahead

Doing more with less: finding the path to efficient and productive marketing initiatives

With so many different providers vying for our attention these days, martech is both a blessing and a curse. So what’s the best way forward through the maze of options?

Shopping scared: fear has a marked impact on how we buy

With one global threat seemingly following hard on the heels of another these days, what does that mean about the way we make purchases?

Gather no cookies: if privacy is the problem, is contextual the solution?

With well over a third of marketers unfamiliar with contextual advertising, a new report points to the need for a deeper conversation about what the new generation of technology can do.

5 best Easter campaigns (from brands that have nothing to do with Easter)

Many brands have been hunting for a tenuous link between their product and Easter. The ‘unsexiest holiday of the year’ provides another delight for marketers with an opportunity to humour their audiences and increase engagement.

Research as a Service: managing consumer research without using a traditional agency

How taking your research in-house could not only save you money but also allow you to probe the data more often and effectively.

In it for the long term: how brands can build successful influencer partnerships

As social begins to replace more traditional advertising, finding creators with real brand affinity is an effective way to drive authentic, inclusive customer interactions.

The industry must move from short-term metrics and focus on long-term performance

From viewability to internal benchmarks, the industry obsession with short-term metrics is becoming less viable. Is it time for marketers to turn their attention to customer experience?

Going live to thrive in digital advertising

What the recent popularity boom of Formula 1 can teach us about how we use data to engage with our audiences.

Solving the privacy jigsaw in APAC: tips from 5 performance marketers in the region

The Asia Pacific region is leading the world for adspend growth, but it remains a confusing and fragmented landscape for data regulation. PMW spoke to industry leaders across APAC to help future-proof performance marketers’ budgets.

“Think like creators, not advertisers”: what makes performance marketing on TikTok different?

From zombie survival games to delivery apps, TikTok is growing ROAS across industries and taking a bigger slice of brand budgets. Stephen Carroll, Growth Brand Partnerships Lead, UK, TikTok, highlights four key marketing lessons from those already winning on the platform.

Lost in transmission: what’s behind the audio ad spend disconnect?

Even though popularity of audio continues to soar, marketers remain hesitant to invest – so what’s stopping them and how can you get past it?

The future of a cookie-less world isn’t in the future

It’s on it’s way and looks certain to hit every marketer on earth by the end of 2023. Which is why you need to act NOW!

Why the media industry must take stock of Amazon’s store closures

Its flagship bricks and mortar shops may be slated to bite the dust, but the 260 new till-free grocery outlets set to launch across the UK could change not just how we shop but how we advertise.

Shoppers aren’t convinced by retargeting – here’s how to change their minds

For consumers to be happy to hand over their data they need to be convinced they are getting a fair exchange… and quality over quantity is the key

Use what you know: don’t overlook regionality when planning for context

As the reality of a cookie-less future draws closer, the race is on for brands to learn (and use) as much information as they can about their existing customers.

Beyond the platform: 3 great ways to boost your Amazon sales

It’s not enough just to be in the marketplace… to attract more customers and make them more likely to buy, you need to go further.

How retail media can help advertisers bridge the data gap

With online shopping still booming, can collaboration between advertisers and retailers overcome the new restrictions on data gathering?

Rich data = additional revenue: a guide for travel brands

Data is in the DNA of travel companies but its syndication is becoming ever trickier. So could curation be the answer?

Less is more: how does Artfinder maintain its success after 110 percent growth during lockdown?

The online art marketplace saw colourful success during the pandemic as everyone moved their transacting online. As the boom subsided, E-commerce Director Joshna Rughani tells us how they adapted once the high street reopened.

How Topics – and a ‘privacy-first’ world – are shaking up advertising strategies

As FLoC moves over for Topics, Google’s new privacy-friendly targeting tech seeks to find a good balance that will keep both consumers and marketers happy.

What can food brands learn about consumers from social data?

People’s conversations on social media can shine a valuable light on the latest trends – not least the country’s relationship with food; helping food brands create informed strategies.

The ROI of LOLs: Innocent and Monzo reveal their formula for funny social posts

What did the social media manager say to the CFO? Performance Marketing World delved into the comedic brains at Innocent Drinks, Monzo Bank and Sprout Social to get the punchline.

Why predictive measurement is no longer a ‘nice to have’, but a necessity in mobile marketing

As privacy measures continue to tighten with Google moving to match Apple’s protections on Android, marketers need to do more and more with less data.

From Tracking to Trust: it’s time to take control of first-party data

Learn from Performance Marketing Worldwide event partner OneTrust Preference Choice why it’s time to take control of first-party and how marketers can both capture and use it effectively to communicate with their audiences

The future of experience: blurring the boundaries between human and tech

With the digital genie stoutly refusing to go back into the bottle, some brands have thrived by humanising their customers’ online experience.

How to successfully bring performance marketing capabilities in-house

Brands are getting smarter and agencies more agile. Learn from Performance Marketing Worldwide event partner CvE why the ‘righthousing’ phenomenon is shifting the power dynamics in adland.

Shared values: the glue that keeps consumers coming back

Why continuing to build emotional loyalty is the key to a good long-term relationship (with your customers)

The case for AI: inflated KPIs, shrunken budgets and things that go click in the night

Why seemingly logical human decisions could be killing the effectiveness of your ad campaigns

QR codes and cryptocurrency: is this the future of customer loyalty?

With the use of digital currencies on the rise, they provide a cost-effective, flexible and controllable way to retain customers, via loyalty programmes and add-ons.

How COVID-19 fast-tracked the need for first-party data strategies

Lockdown created the perfect storm. Brands were forced to properly get to know their target audiences and those that succeeded are now better prepared for leveraging first-party data.

Is in-housing the future of marketing?

The question of where best to spend marketing resource is never more acute than in deciding whether to staff up or use agency talent.

What’s the longer term impact of your TV ad spend, and how does it drive the funnel?

With marketers requiring accountability and accurate insights more than ever, the linear TV ad attribution model is probabilistic, not deterministic – meaning it’s probably not fit for purpose.

Why new technologies and a digital space boom should be good news for customers

As we enter a new digital age in customer experience, how can organisations across a range of sectors get ahead?

Social commerce: why Beauty is sleeping on the job no longer

With increasingly advanced shopping capabilities appearing on the likes of Instagram, Facebook, TikTok and Pinterest, brands have been tapping into this e-commerce opportunity.

FLEDGE and Topics: the post-cookie adtech ecosystem remains a work in progress

There are some positive noises in Google’s recent announcements, but there’s plenty of work still to be done on their cookie replacements.

The lifecycle of a responsible ad ecosystem

From hiring to creation to delivery – how the ad industry must make diversity part of its DNA and not merely offer lip service.

The future of social: 4 marketing trends you'll want to be on top of

From the make-up of social media teams to the role of audiences and influencers, the world of social is set to be shaped by a host of emerging and advancing trends this year.

Publishers: ‘Quality content and first-party data will offset cookie deprecation’

Media brands seem relatively relaxed about a cookie-less future but need to pay attention to challenges around log-ins, says a new report.

Making your social work: right channel, right message, right time

Social media is great at getting your customers’ attention, but does it actually influence purchasing behaviour? And how might it do that better?

Stepping up from Google Ads: why marketers needn’t fear DV360

If your enterprise is looking for more oomph for its ads, Google has brought its DoubleClick and AnalyticsSuite together under one brand.

Five things marketers can learn from Wordle

The New York Times acquisition has led to predictions of ads and subscriptions for the global guessing game phenomenon. But Wordle’s real strength lies in its fleeting shareability in an always-on world…

Supply chain trends: 5 key predictions for the year ahead

The past two years have been turbulent for online retailers: from surging demand to supply chain disruption and now soaring prices, fulfilment models remain under unprecedented pressure. So what’s in store for 2022? 

Stepping up from Google Ads: why marketers needn’t fear DV360

If your enterprise is looking for more oomph for its ads, Google has brought its DoubleClick and AnalyticsSuite together under one brand.

Consent and identity: the emerging trends for a privacy-first future

As the digital advertising ecosystem begins to pivot, a new report highlights a sharp rise in alternative user IDs.

Ad battle: social is catching up fast with web-page display for engagement

Two-fifths of UK consumers are now more likely to engage with an in-feed ad on their social than on an online webpage, says new report.

Cookie-apocalypse: how advertisers can stay ahead of the latest privacy changes

As consumers become increasingly aware of the value of their data, marketers must adapt to a more secure data strategy, or face losing up to a quarter of what they have collected.

Why 2022 will be the year of addressable TV – as long as the creative fits the bill

For years, Google and Facebook have taken ad money away from broadcasters. Now, finally, they can take it back with addressable TV advertising. 

Going ‘off-topic’? What Topics API means for advertisers

Seeking to address privacy concerns about FLoC, the efficacy of Google’s new interest-based approach to targeting is open to question.

Move over Machine Learning, Deep Learning is the real game-changer

We’re on the cusp of a revolution in ad-tech. As brands pivot to a privacy-first approach, could this be the best way to reach consumers with the right message, at the right time? 

Top performing global touchpoints: Are marketers’ spending plans on the right track?

Despite the obsession with newer digital signals, TV and word-of-mouth remain the most influential global touchpoints for brand recommendations. Should this give performance marketers pause for thought?

In today’s distraction economy, we can only measure video’s value through attention

If you’re not an attention seeker, you’re not doing it right. Performance marketers need to grasp behavioural nuances to ensure video is having an impact. 

The future of CX: why constant appraisal and improvement is key

The latest advances in tech and data are all very well, but don’t forget to check in on your customers.

Is the Facebook user dip a blip or the acceleration of an ongoing trend?

For the first time in reported history, Facebook has seen a dip in eyeballs as daily active user numbers drop. What does this mean for the platform’s relevance and position in the future?

The great marketing delusion: most marketers rely on ‘outdated data and analytics practices’

You can maybe fool some of the people some of the time but are you fooling yourself too? asks a new report.

Talent shortage: getting the right people in post crucial to optimising data usage

Easy-to-access data and staff who know what to do with it will be the key demands for the year ahead, says report. 

Making the leap: is 2022 the year your B2B goes digital?

Here’s what you need to do to make the switch… and it’s not as daunting as you might think.

Adapting to the 'new normal': 15 views from performance marketers on the industry's recovery

With a forecast growth of more than 8 percent this year following a strong 2021, PMW asked industry commentators for their take on the latest Advertising Agency/WARC figures and what it means for the market in the year ahead.

Why marketers should spend more on digital audio in 2022

Could digital audio close the gap between ad spend and consumption this year? 

One in four marketing predictions never come true

Why looking into the future might be over-rated, and we should focus instead on what's right in front of us.

What the cool kids think about your ads may surprise you

Pimple-popping and mukbang videos may be popular, but are they the sort of places your brand should be hanging around?

Trouble ahead: cookie phase-out set to catch UK brands on the hop

Less than a third of  companies have plans in place, as data management tops list of concerns for marketers.

Turning ‘bye’ into ‘buy’: a marketer’s toolkit for delivering ROI

How to deploy your data in a way that benefits both you and your customers.

5 reasons to make live streaming part of your plan for 2022

Video is on the rise as consumers demand closer, more authentic engagement with brands.

Beijing Winter Oympics: there’s (almost) no business like snow business

Watched by more people than any other event bar its summer sibling, the Winter Games are sure to grab headlines one way or another.

Nearly half of Instagram influencers were impacted by fraud last year

…but the good news is things used to be much worse, according to a new report.


Video as a Service (VaaS): the secret superpower your marketing might be missing

Often overlooked but growing fast, discover how video can give a big boost to your SEO and social engagement.

Online retail’s worst ever year for growth was actually rather good

Making sense of a very unusual period, via the IMRG Capgemini Online Retail Index for 2021.

Retail and data: their three key trends for 2022

This year will bring continued volatility and uncertainty, meaning global businesses need a robust data strategy to adapt and thrive.

“Learning our way out of a crisis”: 30 performance marketers’ views on the year ahead

This week’s IPA Bellwether report revealed an industry jaded by a stop-start economy but optimistic about future growth. We quizzed 30 leaders from the performance marketing sector to get their biggest bets on the year ahead… 

Ad measurement and brand safety in question for half of advertisers

According to a new report by Mediaocean, the industry must work hard in the year ahead to uncover and exploit challenges presented by the rapid growth of CTV and omnichannel in 2021.

5 ways to maximise ROI from your marketing automation platform

Successful campaigns rely on highly targeted marketing, delivering the right message, to the right person or business, at the right time. Here’s how to hone yours and stay ahead.

Creatives, Thinkers and Persuaders… Are you on the rise or a dying breed?

For any company in the data and marketing industry that would welcome some fresh thinking, there might be some nuggets of good news courtesy of an online quiz.

The new era of affiliate marketing: why household-name brands are now choosing it

A greater awareness of brand protection and picking more appropriate collaborations means it could be time to reconsider this often overlooked channel.

Why conversational AI is the future of customer experience

With customer behaviour going through a whirlwind of changes, conversational AI [artificial intelligence] looks likely to become the new kingmaker in CX leadership. 

Supply chain woes: brands have an important role to play

Rather than simply viewing stock issues as a problem beyond their control, brands need to understand what actions they can (and should) take.

The future of retail in an increasingly competitive market

As conditions become still more challenging, retailers can improve the shopping experience by merging physical and digital.

5 ways to boost your business: what you need to know about influencer marketing in 2022

With the influencer marketing industry  growing fast – forecasted to reach $24.1billion by 2025 from $6billion in 2020 – here's how to make sure you don't miss the (virtual?) boat.

‘We’ve got positive swagger’: a year in the life of a revamped agency

12 months on from iProspect’s relaunch as a ‘performance-driven brand-building’ media agency, is the holistic approach to marketing paying off?

The omnichannel approach: the key to campaign success

The new landscape and circumstances entailed by the pandemic have dramatically reshaped marketing, meaning brands may need to take a broader approach than ever.

Lead generation: 5 ways marketers can up their game

Good quality sales leads can be the lifeblood of a business. Here’s how to improve yours.

Social champions or woke washers? Putting a price on brand purpose

In the age of the socially conscious consumer, do brand purpose campaigns really perform better than the average ad? 

Make the future of work virtually perfect

As we start to get used to hybrid working, how can the metaverse help us and what role should it play?

Beauty is in the eye of the in-person sales

Despite the growth of influencers and AR, in-store is beating social for beauty and personal care. Here’s what performance marketers need to know about shifting consumer habits in a post-lockdown world. 

Retail in 2022: 3 key predictions for the year ahead

2021 was marked by economic recovery, tech adoption and rapidly changing consumer demands; but what new trends, challenges and opportunities will this year bring for businesses? 

Skewed analytics: is your best ‘customer’ actually a bot?

Basing marketing plans on dodgy data is costing businesses around the world over $40billion – a similar amount to ad fraud – says a new report.

The price of success: it’s time to stop normalising ad fraud

It cost us $35billion last year – isn’t it time we purged bad actors from the dark corners of the internet?

How do they look? A model’s gaze can have a measurable impact on video ad performance

According to new research from VidMob, creative choices at the start of a video can have a marked influence on customer behaviour.

AR you paying attention? Good, then you’re ready to engage with marketing messages

Augmented Reality offers significantly more immersion and engagement than traditional advertising, finds Snapchat-commissioned neuroscience study.

Why mobile is key to unlocking the value of out of home advertising

Teamwork makes the dreamwork: by adopting an integrated strategy, the performance potential is limitless for out of home ads. 

Seven out of 10 marketers more likely to use influencers in campaigns since pandemic

TikTok beat Google as the most popular web domain in 2021 as influencer marketing proved its worth to brands. What can performance marketers learn from next-gen content creation?

Has the bubble burst for bubbly? Christmas drinkers shun champagne and prosecco

New data from digital performance marketing agency MediaVision has shown a sharp decrease of interest in the festive fizzy favourites over the Christmas period.

Local lingo: the magic of a multilingual SEO team

The advantage provided by native speakers in a world where language is king.

Marketing talent crisis will only be fixed when organisations focus on new and diverse talent

With too few skilled marketers to go round, the industry needs to work on upskilling those at a career crossroads plus attracting students.

Influencer marketing in 2022: the five trends that will define it

The past year has illustrated the resilience and adaptability of content creators and the growing willingness of platforms and brands to support them. But what’s next?

The three e-commerce drivers for 2022: platforms, data and creative

A look ahead to how change seems likely to continue apace, as the focus narrows to the endpoint sale.

The year in TikTok: insights from the brands getting a billion views

From Peugeot and Old Spice to Little Moons and JD, TikTok has proved its worth to major brands in a stop-start year. We round-up some of the biggest social success stories from 2021.  

The Ghost of Christmas future: 15 performance marketers' predictions for 2022

2022 will be a year of crumbling cookies, metaverse melees and Omicron uncertainty. The PMW team has assembled 15 leaders in the UK performance marketing industry to get their predictions and tips for the coming 12 months.

Boris’s Plan B means online retailers need to have a Plan A

Now that Plan B is in motion, retailers need to make sure they are optimising their ad spend to get their products in front of those that are most likely to buy them. 

It’s beginning to look a lot like a food and drink survey

If there’s no tin of Quality Street, Twiglets, chocolate coins, mini sausage rolls or cold glass of Buck’s Fizz – is it even Christmas? We list the top performing festive foodstuffs according to Amazon Fresh...

Boxing Day blues: unlocking customer satisfaction (and retention) this holiday season

From faulty gifts to hasty returns, the holiday period is the most important time of year for customer support. Here’s why smart search can be Santa’s best friend post-Christmas. 

First-party data strategy: getting in shape for 2022

Most of us know it’s important to have one, but how do you actually create one? 

How to create effective festive marketing material, as determined by AI

A Christmas to-do list for campaign marketers. The latest AI data reveals the top tips to create the ultimate cracker of a campaign.

How publishers can protect their ad revenue

Walled gardens get the lion's share of ad spend, despite only attracting a 50/50 split with the open web for traffic. So, what can publishers do to protect and regain their ad revenues? 

Strictly come shopping: finale fever boosts online spending

From the glitz and glam of celebrity outfits to dance gear of their own – new insights reveal an opportunity for brands to engage with a nation inspired by Strictly Come Dancing this December.

Compliant audience targeting in a cookie-less world: identifiers, browsers and first-party data

If FLoC, TURTLEDOVE and FLEDGE are giving you the bird, be afraid – there are even more avian acronyms flying in on their tail.

Online sales: has the peak peaked?

Even if you’re feeling fatigued after Black Friday, here’s how you can make sure your ad strategy remains healthy.

TikTok demonstrates Acceptable Ads at scale is viable

With ad-blockers disrupting the user experience on social media, one platform is demonstrating a possible route to bringing users and advertisers together.

4 things Spotify Wrapped can teach performance marketers

It’s the most successful influencer campaign in the world… with you as the star. Spotify turned user data into a marketing gift that keeps on giving. Can other brands do the same?

Confused? Here’s how to thrive in 2022

Given that nobody could have predicted the past couple of years, how can we now best approach the immediate future? 

Data secrets of successful marketers: three routes to success revealed

To save others  reinventing the wheel, new research seeks to identify some winning practices that are already being adopted.

From Plan B to Plan CTV: optimising Christmas ads in turbulent times

As shoppers face another discordant December with Omicron and supply woes, marketers can find solace in the robust performance of smart TV ads. 

DAM you look good: creative automation technology is now a marketer’s best friend

How you can use Digital Asset Management to optimise the creative process, not kill it.

Paving the engagement roadmap for the future

A productive business is a happy business: performance marketers are well used to fine-tuning their operation to maximise efficiency, so how does that translate to employee satisfaction?

‘Make sure it’s relevant or I’ll unsubscribe – fast’

Only a quarter of Brits deem the content they receive from brands as pertinent and appropriate, according to a new report.

How the death of ‘easy e-commerce’ can empower marketers

The cookie jar is empty, the time of lazy e-commerce is over. Now it’s up to marketers to develop a new strategy to build customer relationships with first-party data.

Breaking into APAC: how performance marketing can unlock local regions... fast

Brand giants from the West are changing their approach to the APAC market: to grow in the region they must focus on local nuance in the data.  

Hold the phone: making the most of m-commerce

With mobile now a vital part of any omnichannel experience, is it time to invest in digital tools that can make asset management seamless?

A new world record: global ad spend bounces back, with digital leading the charge

Aided by the e-commerce boom, advertising outstripped a strong economic recovery in 2021 and show no signs of slowing in the year ahead.

Avoiding a nightmare before Christmas: how search data is guiding retail marketing strategies

With search trackers highlighting yet another unusual Christmas sales pattern, how can you make sure you’re ready for Santa?

Data clean rooms: can they support the new ad infrastructure?

The concept isn’t new, but tougher regulations and browser restrictions have increased their relevance and boosted greater adoption and advances in clean room technology.

Dissecting the data reveals big tech’s wasteful secret

AI advertising systems are masking some startling inefficiencies, says AccuraCast’s Farhad Divecha. It’s time to weed them out with a closer look at the data.

Media agencies must fundamentally change what they do, to survive

Offering brands media buying clout alone will no longer cut the mustard, according to a new report

Marketers need to create new predictive audiences away from Google and Facebook

Why outsourcing your audiencebuilding to the big tech companies is depriving you of a deeper understanding or your audience

Why performance marketing needs to focus on people, not data

As one door starts to close in the world of third-party data, another is opening – a clearer view of what actually makes consumers tick.

What can B2B marketers learn from B2C performance marketing?

Despite key differences including generally shorter sales cycles times and higher volumes, B2C businesses are more used to converting sales in the digital space, and many of their skills are transferable.

Saddle up, partner: the adtech Wild West is here

Why the flurry of mergers and acquisitions we’ve seen this year shows no sign of letting up (and that’s a good thing.)

How to align your sales and marketing functions – once and for all

It’s a tale as old as time – sales and marketing people who share the same end goal heading off in different directions. So how can you put a stop to it?

Why contextual targeting is making a resurgence, powered by Deep Learning

With cookies on the way out and big tech giants introducing privacy-first initiatives, retargeting looks set to undergo an AI-driven evolution.

How avoiding the ‘streetlight effect’ can drive revenue for advertisers

Exploring the correlation between visibility, insight and ROI – and why it’s not enough to look where it’s already easy to see.

How AI can help brands steer closer to inclusive design

Inclusivity is more important to marketers than ever; meanwhile customer segments and channels continue to proliferate. Maybe it’s time we had a little help marrying them up?

Time to wake up: only 24 percent of marketers have a post-cookie plan

Many businesses are still at odds with laws on privacy and data collection and remain totally unprepared for a cookieless future, says a new survey.

Don’t miss out: tips and tricks for optimising Black Friday campaigns

While shop windows and the Argos catalogue used to rule the roost, now Google and Amazon are the kings of retail. People search for products on both platforms, and retailers that appear high up on the search rankings are more likely to drive awareness and sales.

Can AI unleash creative nuance in J&J advertising?

Frame-by-frame, one healthcare giant is taking measurement of its visual ad portfolio to a granular level. Can machine learning really put a cost on creative?

Change is coming: tomorrow’s CMO wants to shake up how marketing teams work

Less mundane, repetitive tasks, more highly personalised digital content… Adobe quizzed 1000 marketers on their way to becoming CMOs to reveal the shape of things to come.

2022: a year of recovery from the attention deficit

Welcome to the ‘attention recession’, where the sheer volume of media, particularly TV services, has become a liability. So what’s the solution for media brands?

Live and local: the tech business helping redefine e-commerce for FMCG brands

Adimo’s founder Richard Kelly explains how his ‘shoppable marketing’ platform has helped simplify the way we buy everyday products online

Can a retail plus media model resolve e-commerce’s supply chain crisis?

Extra costs and delays could take the shine off Christmas for many online retailers, unless they act fast to find a solution.

Influencer marketing trends from 2021 you need to watch

With the pandemic having accelerated the rise of the influencer, what have we learnt that’s worth taking into 2022?

Is it time to abandon the ‘360-degree customer view’?

Why marketers need to radically rethink their whole approach to customer data.

Rethinking ad targeting with the ‘worst campaign in the world’

Anil Malhotra tells Performance Marketing World why he thinks Bango - with the help of an underperforming billboard - holds the keys to a better solution

​​Has the pandemic consigned seasonal shopping to the bargain bin?

How to make sure your Christmas campaign doesn’t get stuffed like a (hard-to-find) turkey.

Why 25 percent of marketers are still ignoring digital

Time-poor and mired by uncertainty, SMEs know they should be doing more with their data. How can they be convinced to prioritise performance? 

Are we finally winning the war on ad fraud?

It’s the scourge of marketing budgets across the world, but there are signs that fake ad clicks for cash are now on the wane.

Why video won’t reach its full potential until we get our standards straight

A suitable, agreed common framework is needed now to ensure robust, effective brand protection is in place by the time of the anticipated video boom.

From dresses to frying pans: how influencer marketing proved its value to brands

With sponsored posts starting to outperform paid social, do we need expensive studio production in the age of the ‘Instagram famous’? 

Does affiliate marketing have a PR problem?

If all you’re seeing is a conversion tactic at the top of the marketing funnel, your business could be missing a lot of affiliate’s potential value.

Connected TV: five top tips for buying ads

These days CTV means telly is an accessible medium for marketers, without the massive budgets required for linear. So what are the best ways for advertisers to connect with consumers?

17 big marketing trends for 2022: precision and persuasion collide

Brands supplanting governments, agencies merging with big tech, customers getting experimental – here are the bold predictions for performance marketers’ new year plans…

The biggest reasons agencies lose out on profitability

There is a growing gulf between agencies and clients when it comes to briefs, communication, and delivery. 

How to create an effective Halloween advert, as determined by AI

A little AI magic can determine what an effective Halloween ad campaign looks like.

Think macro: Digital media must open its eyes to what privacy can bring

There are so many problems with digital data, affecting everything down to the creative. But now we can tear up the archaic infrastructure that produces it, and rebuild something better.

Is the metaverse trackable? Facebook seems to think so

There’s a new landscape appearing fast over the horizon. As online use continues to accelerate and connections get easier and faster still, marketers need to start adjusting their sights now.

Digital skills: trade bodies urge government investment in training programmes

The UK is facing a skills shortage across many sectors. Has today’s budget given the nation's thriving digital sector a fair share of training investment?

5 global media trends: Smart TVs soar as market fragments

A gargantuan global media report out this week depicts a growing landscape of smart devices and a looming ‘metaverse’. But the staying power of traditional outlets like radio means an omnichannel approach endures for marketers.

Singles’ Day marketing in Asia: winning strategies from 8 major agencies

With Singles' Day just around the corner, we asked performance marketers from leading agencies in Asia-Pacific how they are preparing for the world's largest online shopping frenzy, from discovery-led KPIs to 3D livestreaming...

Working with influencers: the 4 most common myths debunked

With social media use accelerating fast, influencer marketing has really taken off. Here’s how not to get it wrong or get left behind.

INTERVIEW: How have budget cuts affected the way marketers think?

As marketing budgets grow once again as we start to emerge from the pandemic, some ‘quick fixes’ have turned out to be long term solutions. 

Advertisers know gaming is a huge media channel... but how do they unlock the new level?

A whopping 93 percent of media buyers intend to run in-game advertising by 2025, but many are still unsure how best to connect with this highly engaged audience. 

Who am I really marketing to? How CDPs and CIAM drive successful personalisation

A joined up, data-driven strategy is critical to boosting customer loyalty, and profitability; and data platforms (CDP) and CIAM (Customer Identity and Access Management) can play an important role.

20 performance marketer’s views for 2022

This week’s IPA Bellwether report confirmed that marketing budgets are soaring post lockdown, propelled by online video. Amid this renewed optimism, the PMW team assembled 20 leaders in the UK performance marketing industry to hear their take on the year ahead. 

Don’t wait for Chrome to deprecate

Chrome may have postponed phasing out cookies for anything from 12-18 months, but rather than breathing a sigh of relief, some brands are already preparing for a future where first party data plays a bigger role.

Product Tag Marketing: treading a new path in the customer journey

Pioneered by IKEA and Instagram, visual product tags are breaking out of walled gardens and into retailers’ tech stacks. Here’s why the nascent technology has the potential to be the next PPC…

How China became the global powerhouse for AI unicorns

From facial recognition to augmented shopping, China is nurturing the start-ups powering the data-led AI revolution…

Calmer waters: brand risk subsides as post-pandemic confidence returns

After 18 months of upheaval, brands are facing fewer risks of appearing alongside harmful content and fake news. A new report looks into the reasons why…

Why CRM (still) fails

As a mature market, there are countless CRM solutions now available, many of which are loaded with fantastic features and functionality. So what makes the difference between failure and success? 

The importance of auditing contracts as well as performance

The turbulent times of the last 18 months have muddied the pool when it comes to who is responsible (and paid for) what. So what is the best way forward?

Not just a big splash: the role of digital advertising in B2B campaigns

Why marketers need to be smart, persistent and use all of their skills if their brand is to achieve its full potential.

In an age of inflammatory news, brand safety is more relevant than ever

Unrest related to Brexit, #BLM, #metoo, lockdowns, vaccinations, this year’s insurrection on Capitol Hill… the instability of today’s global news cycle means brands need to do all they can to protect themselves from accidental negative associations.

The fusion of PR and marketing: why KPIs are converging

As PR increasingly employs many of the same metrics and tactics as marketing, it’s becoming easier to explain and prove its value.

Communication breakdown: why influencers feel brands lack the personal touch

What impedes partnerships between brands and influencers? New research shows advertisers are often failing to give YouTubers and bloggers creative freedom or personal recognition.

Why modern partnerships are an under-utilised growth phenomenon

The growth potential that exists through partnerships is huge these days, with businesses using an increasingly sophisticated array of partnership types to achieve a plethora of different goals.

Hedging bets: Why brands are returning to agencies after the in-housing trend

As the in-housing trend fades, Martin Kelly, APAC and UK CEO at Kepler Group, explains why the experience has made brands smarter... and performance marketing agencies more agile. 

Taking back responsibility for customer data

With the death knell for cookies fast approaching and FLoC disappearing over the horizon, it’s a good time to consider that maybe third-party data was never as good as it was cracked up to be.

Looking outside could be the key to success on Amazon

While it might be tempting only to fish where the fish are biting, going beyond the walled garden can improve awareness and conversion both inside and outside it.

‘Commerce anarchy’: what is it and how can retailers overcome it?

With consumer demands increasing by a factor of 10 during the pandemic, new challenges have arisen, including monitoring and maintaining stock levels. So what’s the answer?

A third of consumers ‘find diverse advertising more engaging’

Diversity and values-led shopping are now ‘key drivers’ for customer acquisition and engagement, according to new findings from the DMA.

Who knows? The marketing questions with no definitive answers

Where once the road ahead looked much like that in the rear view mirror, now marketers are having to adjust and reinvent themselves as they look to the future.