ANALYSIS

The hybrid customer experience: 3 key challenges for companies

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

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

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

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?

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

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?

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.

Brand reputation

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?

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

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

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

DMA

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.

Comment

“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?

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?

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.

Influencer marketing

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?

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?

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”: 6 performance marketers on Apple’s ATT one year on

“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

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?

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.

Google search

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

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.

IPA Bellwether Q1 2022

“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

Martech maze

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

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?

Cookie-less

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.

best easter campaigns

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

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.

Influencers

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

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?

Formula 1 racing

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

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?

“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?

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?

Cookie crash

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

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.

Retargeting

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

UK Regions

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.

Amazon sales

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?

Travel company data

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?

Artfinder

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.

Takeaway food sustainable packaging

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 Drinks and Monzo reveal their formula for funny social posts

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

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.

OneTrust

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

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.

Performance Marketing Worldwide CvE

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

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?

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

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?

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?

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

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

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

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

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

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’

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

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

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

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

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

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

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.

Why poor site search may be diminishing customer experiences

Customers are more likely to buy from a business that provides direct answers to their questions via search functions. It is now crucial that businesses address this overlooked feature.

The return of outdoor ads: is programmatic the future?

Unsurprisingly outdoor advertising was one of the channels hardest hit by the restrictions of the past 18 months, but now it’s starting to bounce back… and it’s more measurable than ever.

Octopus Energy on compassion versus the algorithm

Rather than make a quick buck poaching new prospects, Octopus Energy used lockdown to reassure existing customers with interactive tools and targeted messaging. Here’s why it paid off in the longer term...

Ads and ad blocking: 7 predictions for the future

After the trials and tribulations of the last year, marketers and advertisers have started listening to users’ wants and needs, while also responding to their expectations. Here's what that could mean in the years ahead for online advertising.

Personalisation is now standard in retail, but who’s getting it right?

With increasing competition for online spend, retailers are seeing personalisation as more crucial than ever. A new report highlights the most popular ways to personalise content, and reach the right customers at the right time. 

Black Friday boredom? Shoppers losing trust in ‘month long event’

The season of discount days and shopping frenzies is almost upon us, but advertisers risk complacency with a more savvy post-lockdown audience. What can retailers and performance marketers do to rekindle that Black Friday magic?

How brands can capitalise on a sunnier economic outlook

With the extreme and unusual shifts in the retail landscape of the very recent past, looking at what the data tells us about consumer habits can be more useful than ever.

6 signs your digital advertising campaigns are underperforming… and what to do about it

Poorly performing paid search campaigns could be costing businesses tens of thousands of pounds every month.

How predictive analytics is helping marketers win the battle for attention

With Artificial Intelligence becoming smarter by the second, it’s now becoming possible to predict and steer customers’ shopping experiences before they happen. The future is now!

What makes an influencer right for your brand?

There’s no doubting the potential of influencer marketing these days, but how can marketers be sure their brand partner is all they are cracked up to be?

Mind the capability gap: significant challenges lie ahead for large advertisers

New research from the WFA points to five key areas where many of the world’s biggest brands are struggling to keep abreast of important changes.

Rethinking what success looks like - from 'my' to 'our’

The dark days of siloed data hoarding are over. If traditional retail businesses fail to share data informed strategies across departments, they risk being left behind by digital native competitors.

The evolution of Instagram Reels: one year on

With the recent explosion in popularity of the short-form video, it’s worth remembering that TikTok is not the only game in town.

Don’t let talent wars and delivery logistics hold e-commerce back

If e-commerce is to enjoy continued growth, the performance marketing sector must prepare for an increased strain on skills and last-mile logistics, warns the CEO of specialist agency Labelium.

Who are intelligent marketers?

With demands on the data and marketing industries accelerating, smart thinking is more important than ever.

Succeeding in the era of converged TV

How the fragmentation of programming can be used to the advantage of marketers.

Using the right tools to build a strong brand in the competitive fitness sector

How performance marketing can help you get in shape to capitalise on the trend towards working out at home.

It’s time for brand advertising to bounce back alongside performance

As ad spend recovers post-pandemic, could two historically separate disciplines be better used to support each other?

Reframing ‘digital performance’: less cookie, more brand growth

Why it’s dangerous to spend too much time thinking about cookies or a cookie-less future

Top companies help criminals net over $1.34billion a year

Ad revenue from some of the world’s biggest brands is funding piracy websites and apps, says a new report.

D2C brands are dodging their promises on sustainability

According to a new report, some of the UK’s top retailers should be doing much more to protect the planet.

Marketing fraud: Half of internet traffic is now non-human

The lost revenue opportunities is already a huge problem for brands… and it’s still growing.

Marketers must prove performance effectiveness with certainty

Why the key bases of speed, usability and reliability are as important now as they’ve ever been.

"Performance dashboards need to evolve rather than become extinct"

When it comes to using dashboards, digital marketers are reaching a crossroads – but reports of their demise may be premature

How can publishers optimise ad revenues in the ‘privacy-first’ future?

A new survey of senior UK marketers has some important pointers to offer.

What affiliate marketers need to know post-pandemic

Now it's easier than ever to shrink the gap for customers between want and buy.

The 3 pillars behind Tokyo 2020's Olympic TikTok strategy

The Tokyo 2020 Olympic Games dominated the TikTok platform using a number of simple tactics.

AI-powered data reveals most trusted brands

Household goods feature strongly in a new ‘Brand Integrity Index’ revealing the top 100 brands across 50 different categories.

Is it time advertisers did the right thing?

With cookies set to dwindle and consumers more savvy, data will need to be earned through a deeper, more meaningful relationship.

What it takes to make multichannel work

The high street doesn't have to die, but it is full of zombies.

The dangers of relying on Artificial Intelligence

How is AI impacting TV attribution, digital acquisition and the reliance on media agencies?

The case for a long-term approach to influencer marketing

Creating great relationships takes a bit of time – but so does demonstrating an increase in ROI.

3 big blunders to avoid when building an e-commerce business

It’s ok to fail your way to success, but here’s how to give yourself a head start.

Click fraud and bots are seriously undermining performance

At least half of today’s internet activity is non-human: so are the bots steering your business?

Why intelligent marketing matters

Gaining trust is not just about ticking the right boxes – it involves creativity, empathy, shared values and a great user experience.

Why the boom is over for e-commerce (but it's not all bad news)

E-commerce retail spend expected to dip in 2021 as consumers head back to the high street

Contextual targeting: “Sometimes the old ways are truly the best”

The future of digital marketing is to embrace the tried and tested methods of the past and combine them with new technology.

Why the “extraordinary growth” of influencer marketing is set to continue

COVID-19 resulted in an unexpected rise in the use of influencers, but this is set to continue post-pandemic.

The death of the cookie is delayed - but the writing’s on the wall

The industry may not be ready for the demise of third-party cookies just yet but that’s why now is the time to prepare.

Cutting through the noise around social commerce

What brands can do to make the most of social commerce solutions now to be ready for the future.

Beware the silos blocking your customer experience

By ensuring that the voice of the customer is heard in the business helps the reduction of silos - but this is no easy challenge.

Performance marketers aren’t spies or stalkers

The misuse of data has created a negative perception of personalisation that needs to be remedied with subtlety and nuance.

What performance marketers can learn from the US

America is leading the way when it comes to some areas of performance marketing and their ways of working. 

Why live experiences are using performance marketing now more than ever

The experience economy has always been about ‘selling moments, not things’, but what does moving away from materialism mean for performance marketing?

The rise of social commerce

Privacy changes, augmented reality and evolving platforms are all contributing to a growth in purchasing on social media.

Luxury brands see performance marketing as ‘the Wild West’

The power of performance marketing channels is being ignored by luxury brands that are adopting a “snobbish attitude”.

4 ways to improve the use of first-party data

The death of the third-party cookie presents a golden opportunity to reimagine and rethink how brands communicate with customers. 

The future of e-commerce is ‘shoppertainment’

Platforms and marketers need to be prepared for a new way of selling to consumers.

The renaissance of affiliate marketing is upon us

Affiliate marketing and partnerships need to be perceived differently in order for marketers to truly realise the potential for growth.

Why Airbnb still needs performance marketing

No matter how dominant a brand is, performance media is always important, even if you’ve become a ‘verb’ in your category.

3 reasons performance dashboards are a waste of time

Outdated metrics and a lack of insight into the performance of spend are just some of the reasons marketers should ditch the dashboard.

The death of cookies is an 'opportunity to reset the industry'

The imminent demise of the cookie is driving an explosion of innovation across the performance marketing industry and could be one of the best things to happen to the sector.

“Real-time bidding is in the crosshairs”

Businesses need to prepare for the next generation of data-driven advertising with caution and flexibility.

Why performance marketers should consider podcast advertising

Research shows consumers are more engaged and attentive to audio advertising than they are to television.

How much of your paid search budget is going to waste?

New findings show the estimated wasted spend on paid search in the UK, sector by sector.

Cookie-less marketing: “There is still lots of data, just in different places”

Performance marketers are going to have to start acting less like data scientists and more like psychologists as the clock ticks down on access to third-party data.

App Tracking Transparency: “Advertisers need to be fully ready”

With Apple's iOS 14.5 opt-in rates potentially being lower than expected, advertisers need to have their strategies in place.

Could Apple’s new 'brilliant' privacy advert impact opt-in rates?

Apple’s new App Tracking Transparency advert depicts the privacy issues of third-party cookies and how the iOS 14.5 update will remedy them.

Airbnb addresses its $100million cut in performance marketing

The online rental company has said it plans to leverage the strength of its brand to attract customers via direct or unpaid channels.

3 digital advertising trends that will be vital post-pandemic

COVID-19 accelerated an already rapidly evolving industry, so how do you stay ahead of the curve?

The different influences behind UK, US and Chinese e-commerce

The last 12 months have driven a surge in online purchases, but consumers are being influenced in different ways regionally.

Apple vs Facebook: What does it mean for performance?

Could performance marketing become collateral damage in a conflict between two "hypocrites"? 

The age of conversational intelligence

The number of social and consumer conversations are increasingly rapidly, which is creating many growth opportunities but also challenges. 

Facebook: "Privacy and personalisation can go hand-in-hand"

Nicola Mendelsohn, VP EMEA of Facebook, says digital marketers need to embrace new technology but use less data.

“That’s not performance marketing, that’s stupidity”

The former CEO of GroupM in Australia & New Zealand believes we should celebrate the science of marketing but not let it take over.

Digital teams need to go beyond "just counting"

Marketers need to think much harder about the value of digital display, according to the Chief Performance Officer at Havas Media Group.

Preparing for a cookie-less future

The clock is ticking on the cookie – the workhorse of digital marketing for a quarter of a century.

Savvy marketers should be mixing creativity with performance

Performance marketing and brand building can't be separated, and so marketers should be focused on the middle ground between the two.

Integrating paid, owned and earned media

Consistent messaging and taking early strategic discussions is the key to successfully integrating paid, owned and earned media, according to a panel of experts. 

Is there really a difference between brand and performance?

Bacardi Global Brand Director Fabio Ruffet questions whether there is a distinction between performance and brand marketing – and if there is, does the consumer really care?

It's time to rip off the "digital attribution plaster"

The changes in digital privacy will create new and innovative ways of thinking, according to the Managing Director of Croud.