Analysis

Ad relevance is good for the advertiser, the consumer and the environment

One practical step digital advertisers can take to reduce their carbon footprint is to produce campaigns that are better targeted, more relevant and more attention-grabbing – increasing their impact and reducing the energy waste associated with ineffective online impressions.

Age quake: marketers are unprepared for the great digital demographic shift

An ageing population will force marketers' hands sooner or later, so why not leverage this audience's spending power now?

How native keeps transforming to fill the performance gap for marketers

Native advertising continues to grow, even as adspend on social media platforms falls. The format can offer clear advantages and integrate seamlessly into relevant content, driving user interest and engagement.

Rob Mayhew: “I love my job, but it's ridiculous”

The pitching process should be an enjoyable creative experience. So why do 50% of marketers experience burnout and how can AI help?

“Define that creative goal into something you can measure”: how the worlds of brand and performance marketing are merging

Brand versus performance - diametrically opposed or capable of working together? PMW was on the ground at Paradigms 2023 in Lisbon to find out if the idea of ‘brandformance’ is more than just another industry buzzword.

Publisher direct deals: boosting sales revenue streams

Brands should capitalise on the data that publishers can provide, enabling marketers to target audiences in the most efficient way possible as the battle between privacy and scale continues.

Will cookie-less finally be a priority? Six marketers on what to expect at DMEXCO 2023

As the last annual conference before cookies are gone forever, what are marketers hoping from DMEXCO 2023?

Brainlabs' funding bonanza: can challenger agency’s growth match its global ambition?

‘Digital first’ agency making waves in adland is now valued at $320m following a new investment boost. Now it’s setting its sights on global expansion.

The future of brand growth will come from gaming advertising

Brands and agencies need gaming advertising in their media plans or risk being left behind

Greenwashing: who’s talking about it and what are their priorities?

Brands that make unsubstantiated environmental claims or try to hide behind blanket statements relating to positive change risk paying a high reputational price – instead, they need to take authentic steps to earn consumers’ trust.

More PII, more problems?

As users become less willing to share personally identifiable information and regulators crack down on user privacy, advertisers must find new, relevant ways to connect with the right audiences at the right time.

Are retailers leaving money on the table with limited channel strategies?

Brands want the ability to engage with customers in all the ways retailers can – but that means every channel available should be an option to them.

Paid social strategies that will build your B2B audience

Increasing brand awareness, boosting online following and generating qualified leads are key elements of a successful B2B marketing strategy, but how can marketers find the best targeted advertising and social platform options and use them to their greatest advantage?

Unilever: how to sponsor the World Cup without looking like you’re cashing in on the hype

Huge cultural moments see many brands jump on the bandwagon. So how can advertisers get involved in the craze authentically that makes them stand out and earn engagement? Unilever tells PMW.

Ignoring AI will set marketers back decades

Contrary to popular opinion, can AI actually allow marketers to be more human in the way we engage with audiences?

Busting the myths of multiple retargeting partners

There are many misconceptions associated with using multiple retargeting partners, such as ‘our ads will appear too frequently’ or ‘it’s more expensive’. However, these myths can be bust.

“Let your teams do the why and AI do the what”: Mailchimp’s Global CMO on AI, C-suite influence and customer value

Global CMO of Intuit Mailchimp, Michelle Taite, lifts the veil on what should make a CMO tick - from incorporating AI and personalising at scale, to democratising data for better defined performance metrics.

The key questions publishers should be asking their SSPs

From incremental revenue measurement to unique advertiser demand, publishers can optimise their monetisation stacks by asking more of their automated ad selling partners.

Google turns 25: but can it still dominate the next decade?

Performance marketing owes a lot to Google. PMW speaks to ten marketers on Google’s origins, its impact on adland and if it will still reign supreme in another 25 years.

Simple marketing strategies can deliver in times of economic uncertainty

One way to rekindle customer loyalty in tough times is by showing more loyalty to them too.

Need for speed: when and how to build a website at pace

Building a website quickly doesn't mean your business must settle for less; these are the approaches you need, from ‘agile’ to Umbraco.

The biggest untold opportunity in B2B marketing

Companies need to fully understand the evolving B2B marketplace and their internal drivers before they can take the steps needed to achieve the digital transformation that can drive effective growth.

How podcast advertisers can build a win-win relationship with creators

Existing standard podcast listener metrics are not serving advertisers or creators well, but what can they do to achieve fairer results?

“Fast emerging as a promising ‘brandformance’ solution”: the brand-side benefits of TikTok’s new Search Ads Toggle

New 'Negative Keyword’ filters affirm TikTok as a serious search competitor for Google and Microsoft - but what opportunities does the new tool present for brands?

AI, AI, AI… is there any other future for marketing?

Last week, WARC forecasted global ad spend to hit $1trn in 2024, whilst the UK’s is still in decline. PMW spoke to seven marketing experts to offer advice on how brands can emerge on top in this new era of “digital efficiency”.

Beauty is in the ‘ear’ of the beholder: why beauty brands are missing a beat

Detailed analysis shows that brands in the beauty sector, as well as many others, still need to learn how to use music and sound most effectively to make a bigger impact on consumers.

Final day to enter the PMW 100 Powerlist for free: the search for the most influential people in performance marketing

With a day left to submit a free entry, senior leaders from WARC, Kantar, The Influencer Marketing Trade Body and the CEO of IAB Europe assemble to determine the 100 people making the biggest waves in the industry this year.

Taking the plunge to treat your retail media FOMO

The surge of retail media may be daunting for marketers feeling the pressure to invest and get involved but knowing where you want to go and an effective measurement plan implemented from the start will offer confidence to keep evolving once your retail media strategy is off the ground.

Adding value in the cookieless world – the circular approach

As brands try to find ways to bridge the gap left by the removal of cookies, it is clear they need to change the way they think about data, technology and collaboration, and bring the human element back to targeting, because relationships and innovation will be key to success.

What does Amazon’s offsite ads programme mean for brands?

“The Amazon offsite ads programme could be indicative of wider e-commerce ad spend trends – breaking the duopoly, diversifying spend and embracing mobile-first.” The move signifies intent from the e-commerce giant to push into Google’s ad territory, but will this all be smooth sailing for brands?

Retail media: why you actually don’t want to be Amazon

Could retail media answer the marketing measurement dilemma? It’s a performance-based channel that delivers for branding, but retailers must avoid some temptations from traditional ad networks. Criteo’s MD Northern Europe reveals more.

Sustainable advertising isn’t just a nice to have, it’s a must

Measurement is a vital component of successful marketing – and the same is true of the need for companies to provide real evidence of their work to make the advertising industry ever-more sustainable on the way to achieving ‘ad net zero’ by 2050.

How can e-commerce marketing teams deliver great omnichannel shopping experiences while cutting costs?

Regardless of whether a customer interacts with their Instagram page or website, how can companies be sure of consistent branding? The answer is by using a digital experience platform.

Listen up Musk: social media’s toxic ‘wild west’ has a chance to try again

The social media revolution gives advertisers a chance to try again with new app ASCEND that reevaluates how we rate content and advertising, target users and prioritise mental health.

How audio can learn from programmatic's past

How the growth of programmatic audio can be leveraged without the ‘growing pains’ experienced during the growth of programmatic display and video, and what buyers should watch for digital audio to catch up to its video and display peers.

AI is not taking away control from digital advertisers - it’s giving it back

AI was previously all about performance – but not always the right metrics. Now, rather than remaining an automated enigma, digital advertisers' applying AI today have better oversight on pursuing the outcomes that actually matter.

TikTok update: “less engagement equals less revenue”, how will the EU’s DSA regulations really impact the platform’s advertising effectiveness?

With TikTok announcing incoming updates that will see EEA users have the option to opt-out of personalised feeds, PMW spoke to the experts and got insight into what the consequences of adhering to the DSA might be.

What performance agencies do wrong when pitching

Best practice from firms that excel at winning new business can be embedded in agencies of all types.

How to generate new revenue from old content through new platforms

Your content has commercial value on social platforms. So, gather your rights, figure out the strategy and ask; can you support that with paid media to accelerate growth, and build sustainable revenue as you serve content to the audience in their environment?

Why MediaMath’s collapse epitomises martech’s age-old nightmare

The reasons for the programmatic advertising pioneer’s shocking demise this summer– whose clients included PepsiCo, Adobe, and Sony – are still being debated, but one thing is clear: the unorganised division of tech stacks was incurring significant waste, costing the company millions.

Retail Media is just the start: why ‘Barbenheimer’ could be the beginning of a beautiful friendship for cinema and brands

With Barbie hailing the return of the summer blockbuster, movie theatres are primed for an untapped data double-bill with studios and CPG brands.

Unlocking sustainable advertising: no reinvention required

Sustainable digital advertising is possible without reinventing the wheel by simply adopting the right platforms and practices that have sustainability, transparency and efficiency at their core.

Broadcast TV sees record-breaking decline – what will advertisers do?

Social media and streaming services are picking up the falling viewers from broadcast TV, as advertisers adjust their TV marketing strategies.

How you can supercharge your email marketing campaigns with AI

AI has made leaps within email marketing and can empower marketers to create more engaging emails that resonate with audiences. There are limitations of an AI approach to email campaigns, but the efficiency and results at scale AI brings means we humans can focus on the strategy.

Preparing for a cookieless future: what advertisers need to know

As we shift from an opt-out to opt-in internet, the time is now for brands to smarten up on identity – cookies might be on the way out, but the value exchange of the open internet isn’t changing.

Embracing paid search in the age of ChatGPT and generative AI

The debate around whether AI will herald the end of the golden era of search should not come at the expense of the benefits for integrating AI into paid search marketers. Here’s why marketers should take note and get on board.

ITV: It’s time to disrupt ourselves

Ad funded streaming models from Netflix, Disney+ and Amazon Prime have created some serious competition to the traditional TV industry. So the big broadcasters are taking drastic action to avoid being “eaten alive”. ITV reveals why to PMW.

I love my job… but I hate my industry

Marketers are too easily swayed by the latest technology and have lost sight of the true value of different channels to specific campaigns. It's time to reset with a focus on strategy and data and a joined-up approach in the meaningful service of client needs.

Coca Cola’s Ana Afán Ruiz: PMW’s Chair of Judges talks EU, data creativity and celebrating “invisible” success

From politics to performance marketing, PMW’s Chair of Judges has a track record for building teams and engagement on a world stage – but which awards entries will impress her the most?

“A greater battle for attention and engagement”: experts talk AA/WARC’s UK adspend forecasts and what digital’s bounceback means for marketers

Online marketing is taking the lion’s share of UK ad-spend, but what should marketers be emphasising to stand out and move away from ‘one-size-fits-all’, while at the same time ensuring they have the capabilities to prove effectiveness?

Are you tapping into WhatsApp?

‘Dark social’ chat apps like WhatsApp and Messenger are poised to be the next big thing for consumers to communicate with retailers. But how can brands integrate these platforms to drive down call centre stress and drive up customer satisfaction?

“Advertisers need to take a leaf out of Barbie’s book”: 9 experts on how events like Barbenheimer can inspire marketers to be the centre of attention

Our panel of commentators on the Q1 2023 AA/WARC report on how July’s cinema blockbuster weekend and the Women’s World Cup are moments brands can live in, not just “spend around”

Measurement strategies in a cookieless world

Imminent changes to the use of cookies mean marketers must rethink strategies to target consumers, and build a new way to measure the performance of campaigns – which can help prove ROI and help to defend, or even increase, budgets.

Deinfluencing’s popularity has grown among consumers – so why are marketers reluctant to embrace the trend?

With spending-money at a premium among most Brits, the lavish, often unrealistic lifestyles of influencers aren’t quite cutting the mustard for consumers anymore, with many beginning to favour advertising that operates in the more financially-realistic world of ‘de-influencing’.

Is it time for a martech ecosystem rethink?

A fragmented approach to an often complex web of marketing technology (MarTech) systems can make them difficult for marketers to navigate. The resulting inefficiencies and missed opportunities can limit the effectiveness of marketing campaigns.

PMW begins the search for the 100 most influential people in performance marketing

Brands, agencies, platforms and tech providers have just one month to nominate their champions to be included amongst performance marketing’s top pioneers and experts.

Measuring consumer attention is vital for advertisers

There is now so much content from so many different sources that traditional metrics are no longer effective as targeting or measurement tools, but a clear picture of consumer attention is needed to maximise the impact of ad budgets.

“Tech will allow marketers more time to do what they do best”: 9 experts on how AI can solve brands’ H2 marketing puzzle

The latest IPA Bellwether report honed in on brands’ intention to use AI to drive efficiency – with the use of AI-powered technology identified as a core opportunity. PMW’s panel of marketing experts share how brands can avoid being left behind without being overwhelmed by the generative AI hype machine.

“An audit of planned and past spend can give insights into where wastage is occurring”: 10 marketing experts on the importance of accountability when it comes to your budgets

IPA’s results show growth in the more ‘accountable’ channels within the main media segment. PMW asked its panel of experts how marketers can ensure that every penny counts and why data partnerships mean power.

Marketers need clearer receipts to map and maximise return ratios

Under ever-increasing scrutiny, marketers need clear, detailed and accurate breakdowns to justify everything from tech investment to adspend – and to listen to, and act on, what the performance data tells them.

“Brands need to come off the discounting drug”: 20 experts on alternatives to sales promotions for brands ahead of a tough golden quarter

The record-busting growth in sales promotions reported in the latest IPA Bellwether results caused debate among the industry’s commentators. Should marketers rely on discounts to signal support for customers at the expense of margins, or do other means offer a competitive advantage?

“Shorter attention spans… present a huge challenge”: 16 experts on why video channels stole the limelight and brand budgets in the IPA Bellwether report

PMW’s expert panel on why the IPA report singled out video as a key channel for adspend growth and how marketers can stand out from the noise and alternative media channels ripe for investment in 2023 and beyond.

Marketing in a material world: how would you spend Barbie’s $100m budget?

Not every brand is granted the wish of a $100m marketing budget, but what can brands learn from big campaigns and apply with smaller budgets?

Savvy students planning summer back-to-campus shopping spree: are brands ready?

Gen Z students are already carefully budgeting and planning what to invest in for their return to campus, so it’s the ideal time for brands to take action to engage students and earn a place in their shopping baskets and lives.

“A faulty methodology will lead to faulty conclusions”: Google responds to controversial claims it misled advertisers

In mid-June, a report alleged that Google has been misleading its advertisers with regard to placement of video ads on third-party websites. The tech giant has responded to the allegations and PMW has the expert takes you need to dissect the debate.

“You can’t pay for the cool factor”: why a B2B brand launched a music album and how it hit over one million streams

In perhaps the ultimate feat of performance marketing, project management software ClickUp invested in the production and release of an original music album…with very little idea of what success would look like, let alone if it would be achieved…one big question needed to be answered - why?

What’s the point? Tips for success in the new era of retail loyalty

Marketers need to rethink their approach to engaging and attracting increasingly savvy, cash-strapped shoppers, and get the most out of their marketing budget to build customer loyalty and boost revenues.

The top 15 performance marketing agencies for new business: $3.5bn won so far in 2023, with three top performers busting $500m each

PMW’s bi-monthly global performance marketing agency rankings, courtesy of Campaign Advertising Intelligence, reveals the agencies winning performance marketing work this year so far – and the brands investing the most.

How do you solve a problem like Twitter’s advertising business? With consumers!

Linda Yaccarino, who joined Twitter as CEO in May, needs to strike a successful balance between user satisfaction and advertiser demands to increase loyalty, trust and revenue.

How to compete in a mobile-first world when you don’t have an app

Lifestreet’s Lily Stoelting reveals the innovations taking place in contextual targeting, and why app-to-web can help performance marketers scale campaigns and be cost efficient.

The original Prime Day returns: 12 e-commerce experts on how to “hijack the hype”

Twelve performance marketers highlight how the industry can optimise their marketing strategies ahead of today’s sales extravaganza.

What is making marketers revive a measurement technology from the 1950s?

Rather than jump on the Marketing Mix Modelling (MMM) bandwagon, the industry should be looking forward with tech, not backwards 70+ years.

PMW UK Awards 2023: Vodafone, Ipsos and IAB Europe judges discuss what makes a winning performance marketing entry

With less than a week until the standard entry deadline for the PMW UK Awards 2023, judges from Vodafone, Ipsos, IAB Europe, Kugaii and Zenus Bank reveal what they will be looking for in a winning entry.

Open marketplace vs direct advertiser-publisher buying

As the open marketplace becomes ever-less useful to brands due to addressability problems, there is a strategic option for marketers considering alternative ways to reach the most relevant audiences at scale.

What went wrong at MediaMath? ‘Original’ DSP’s bankruptcy leaves adtech trouble in its wake

Bankruptcy of the independent programmatic pioneer shakes up the adtech market and leaves an unsettling black hole of debt in adland.

The consumer journey is shortening and Apple is releasing updates. What are the challenges facing affiliate marketing?

Affiliate marketing has a perception issue. As it evolves to cover more of the marketing mix, hear from Rakuten, Microsoft and Trip.com on the concerns for the changing channel.

Retailers, drive new revenue through one-to-one personalisation

Seamless personalisation across all channels is what it takes to raise the customer experience to a level where they feel valued and understood, which will encourage them to return and purchase more – and improve affinity and loyalty more than brand and price combined.

Unilever’s big performance rethink: 6 marketing experts on why ‘sales’ channels can be untapped brand builders too

With FMCG giant Unilever reframing performance media as helping both “first to mind and first to cart”, PMW spoke to our panel of marketing experts for their reaction on why retail media, CTV and influencer marketing are untapped channels for brand building beyond their ‘sales’ labels.

Affiliate marketing is now “everything”. But do blurred lines cause concerns for financial brands?

Financial services are a burgeoning sector in affiliate marketing. But as the practice becomes even less definable, how can marketers remain confident when “mistakes mean incidents”? PMW talks to senior leaders at HSBC and Cleo to chart the channel’s evolution beyond last clicks and cash incentives.

Supercharging search with generative AI: what does this mean for brands?

Big changes are coming to Google’s search tool that will have a dramatic impact on both the user experience and what strategies marketers need to adopt to make their brand’s online presence felt, from SEO to paid and sponsored ads and affiliate marketing.

Hiring a marketing agency? Here’s your essential checklist to ensure it’s secure, compliant and provides a good quality of service

Agency selection can be an expensive and complex process, so it's important to get the basics right from the outset.

Data doesn’t lie, but are your metrics misleading you?

Customers interact with multiple channels and campaigns, and marketing do not exist in isolation, so relying solely on short-term, siloed data is a recipe for failure for brands. To make more effective and informed decisions that truly drive growth, marketers must look beyond those metrics.

Actions speak louder than words: how brands can authentically show support for the LGBTQ+ community in Pride Month – and beyond

From all-too-obvious rainbow-washing to being overly concerned about avoiding backlash, brands make many missteps during Pride Month – here’s how to ensure meaningful support all year round.

Why aren’t Cannes Lions winners as popular with the public?

Purpose is out and humour is in for Cannes Lions winners. System1 reveals how the public feels about last week’s awarded film ads.

10 things I got horribly wrong about Cannes Lions 2023

Do creatives really resent the adtechs? Is Gen AI going to take everyone's jobs? Can I run the length of the Croisette in five minutes? Robin Langford, Editor at Performance Marketing World, confesses his top misconceptions, biggest mistakes and flat out wrongness upon returning from a week at Cannes Lions 2023.

Days 4 and 5 at Cannes Lions: the murky origin story of performance marketing… and a brighter, inclusive future

The final days at Cannes Lions look at how brands can turn trends into storylines, why performance and PR are merging and why breaking down silos will drive the marketing industry forward.

Day 3 at Cannes Lions: yacht rock and blowouts

Cannes reaches a midpoint crescendo with maritime millions, creator commerce and digital personas steering the conversation, as AI fatigue sets in as the Big Tech platforms host their biggest parties yet.

Cannes Lions Awards 2023: social, media, B2B and direct marketing entrants among those to watch

Many entrants to this year’s awards stood out for their use of strategy to drive sales and engagement – including social media, tech and performance marketing. PMW takes its pick of the best.

TikTok made me search it: how creators are shaping content discovery

Google has had to concede that it is coming second to social media as a way to discover content, and thus adjust to evolving consumer behaviours or risk further loss of market share. This signals that brand marketers need to adapt beyond traditional SEO strategies and strengthen their online presence and social connections to deliver greater personalisation and authentic experiences.

Are we sleepwalking into a sustainability blind spot with digital advertising?

With so much investment being ploughed into the sector, it is critical that marketers, brands, platforms and publishers do not overlook factors involved in sustainability, but work on making more efficient use of resources, reducing the environmental footprint of digital advertising and seizing fresh opportunities.

Day 2(.5) at Cannes Lions: scaling the walled gardens… and beaches

'Super Tuesday' continues at Cannes with discussions scaling data-sharing, using marketing muscle to move the dial on sustainability – and using data to make ads ‘beautiful again’, but also fostering a deeper customer relationship.

Day 2 at Cannes Lions: inside the large Hadron Collider of marketing

Marketing data colliding with the forces of regulation, the holy grail of real-time measurement and messaging and retail media are just some of the themes we took in on Day Two at the Croisette.

Don’t worry creatives, AI isn’t coming for you (yet)

Generative AI can't connect with human experiences at present, but that doesn’t mean it lacks utility – with human input, it is already democratising access to high-value marketing for brands and empowering creators.

Day 1 at Cannes Lions “Don’t grade my homework… amplify my idea”

Day one of the world’s biggest festival of ad creativity unearths discussions around ads driving sales and leads, the performance marketing capabilities of the biggest platforms, and the tech solving marketing’s pain points.

Creating the next Grand Prix winner: how AI is helping brands supercharge their ad testing

The winners of this year’s Cannes Lions awards represent the peak of ad creativity, but where did those ideas come from? And how much time did it take to validate these ideas before investing in the reality? Welcome to the world of creative ad testing…

“The data isn't there to make the decisions. It's there to help us make decisions”: uniting two tribes at Cannes Lions with Anastasia Leng and Tom Goodwin

While generative AI will make waves at Cannes Lions this week, is technology in danger of reinforcing biases rather than breaking them down? PMW spoke to two experts in the field of creative data to find consensus among all the catastrophizing views.

“Cannes is guilty of hyping up buzzwords… but the advent of AI is more profound than this”: six performance marketers on the festival trends to watch next week

What will everyone be talking about on the Croisette this year? From retail media and CTV to Ad Net Zero and generative AI, an expert panel explains why technology will be taking a bigger part of the conversation at Cannes Lions than ever before…

Why tech brands dominate the US top 50 – and how to break through

73% of US adults consider themselves a superfan of at least one brand, yet some of the biggest industries in the world are completely absent from the US top 50 list.

The smart speaker (sound)wave: opening up high-value audiences for brands

Marketers seeking new ways to reach their target audiences in a relevant way must not miss the potential, interactivity and versatility offered by digital audio, with access to its fast-growing pool of highly engaged listeners.

‘What are we doing about AI?’

AI is likely to have a huge impact on the future of marketing, so senior marketers must look at what that will mean for their organisation, business ambition, approach to talent and strategic thinking.

Ben & Jerry’s axe Twitter budget – how many brands will follow?

Twitter’s “content moderation has become all but non-existent” stated Ben & Jerry’s. Improper regulation puts the platform at risk of becoming a “toxic cesspit” of hate speech, sinking Twitter further into dangerous waters if more brands leave the platform.

Progressive profiling: the key to unlocking the future of digital marketing

In a post-cookies environment, marketers will need to find a way to gather more accurate and up-to-date information directly from their target audience – and use it more effectively, to refocus and rebuild the brand/consumer relationship.

Recession-proof your social spend: measure what matters

Rather than reduce overall spend in a tricky economy, marketers should instead focus on optimising their media mix – using measurement to prioritise efficiency and effectiveness will help them get the most out of their budget.

“Out of Home can already be used as a performance marketing channel”: Mo Moubayed, Veridooh

With digital screens going programmatic and outdoor mobile searches driving higher conversions, DOOH is no longer just a brand building tool. But how do you verify OOH panels and billboards in the real world? That was the multi-million dollar question on which adtech firm Veridooh was formed …

Affiliate and influencer marketing are converging

What do marketers need to know to get the most out of influencer and affiliate partnerships in the years ahead?

UK Data Protection Bill: will marketers sink or swim?

Upcoming regulatory changes in the UK present marketers with a potentially daunting data management challenge, but steps can be taken to stay ahead of the curve and improve customer engagement while complying with the new rules.

GDPR five years on: can regulation keep up with innovation?

It’s been half a decade since GDPR changed the way marketers view data privacy, but is the regulation dated – and is DPDI coming to the rescue for the UK now that it is out of the EU? PMW speaks to the experts to find out.

Why the current economic climate presents the perfect time to invest in marketing

Businesses have a unique opportunity to adapt, streamline processes, position themselves for future growth and stay ahead of the competition by investing in marketing, which can be a powerful driver of success.

TikTok banned in Montana: is this the beginning?

Having launched brands and influencers to fame, the first state ban causes divisive opinion amongst marketers, as one in three Americans support the ban.

How to leverage emerging AI technologies like ChatGPT for digital marketing

The uptake of useful and productive AI tools is booming across the sector, but AI will not replace marketers – instead, teams can use this technology to gain radical business benefits. But there are risks and caveats to consider.

Brands and media owners: the blurring of the lines

In the first-party data era, brands are becoming audience owners in their own right. Nowhere is this clearer than in retail, where retail organisations are monetisng their valuable shopper audiences with advertisers via retail media networks. But brands are discovering that customer data is both a reward and a responsibility...

Deinfluencing, authenticity and the future of creator partnerships

A decline in consumers’ trust in and respect for influencer content has created a huge opportunity for marketers willing to risk potential criticism by embracing greater authenticity and ‘editorial balance’ from creator channels.

The top 20 global media agency rankings now revealed on PMW

PMW subscribers can see which media agencies across the globe are ranking top of the charts in 2023 for new business wins – every two months.

How the market research industry can capitalise on Large Language Models

Large Language Models (LLMs) such as ChatGPT have the potential to revolutionalise market research as much as any other industry – but there are caveats to consider alongside the technology's powerful benefits.

How marketers can drive scale for niche audiences

It’s critical that marketers don’t rely on lookalike assumptions, but harness the data available to them to reach beyond their traditional audiences.

Knowledge is power: how marketers are using data to actively shape their campaigns

Marketing teams are using campaigns to drive lead generation or increase revenue. But to do that successfully, marketing analytics tools need to be used to do more than ever before.

How marketers can better streamline their advertising supply chain

Marketers who want to do more than merely survive the current high-pressure advertising battleground must think strategically.

“The person you were marketing to a year ago may be in a different position – make sure you understand who they are today”

Prioritising short-term gains at the expense of your customers needs to be firmly put in the past, but how can the use of data to truly learn from their interactions help? Tealium’s CMO Heidi Bullock spoke to PMW about why investing in ethical marketing data management is paying off for brands.

It’s (finally) time for a data revolution

Consumers want better brand experiences but aren't willing to share their data – a stalemate that presents a serious problem as we move towards a personal data economy.

Is Snapchat having a creator comeback?

Ex-Meta head explains why Snapchat is more ‘fulfilling’ for creators and its monetization opportunities. But does a shift towards creators mean that it will finally compete with the big dogs?

“At this point it’s too hard to put the genie back in the bottle”: the time is now for marketers to embrace AI

In the wake of Sitecore adding generative AI to its suite of composable software solutions, Chief Product Officer Dave O’Flanagan offers insight as to why the technology is beneficial to performance marketing.

Why Amazon Ads is outgrowing its own shopping sales

As Google and Meta lose their grip of online ad dominance, Amazon is emerging as the biggest beneficiary – even as its own e-commerce business reports no growth.

“The ethos throughout 2023 is spend smarter, not harder”: 15 marketers on the AA/WARC adspend growth predictions

What should marketers be doing to reinforce value? What are the opportunities ahead? Our expert panel dissect the latest AA/WARC results and the implications for performance marketers in 2023 and 2024.

Reply hazy, try again: driving efficiency in marketing to win when uncertainty looms

In unstable times marketers can take action to combat tightening budgets and intense competition to create more impactful campaigns.

Amazoogle: the pairing you didn’t know you needed

Amazon and Google are rivals in many respects, but marketers can strategically combine their benefits to support a customer-focused marketing plan

“How do brands avoid becoming non-essential?” 35 performance marketers on the IPA Bellwether results

Is it time to discount or defend price premiums? As this week’s IPA report paints a picture of unsteady adspend growth, PMW quizzed our panel of marketing experts on navigating the rocky year ahead - with AI, supply chain transparency, CTV and retail media emerging as key themes.

As the industry leaves MTA behind, it’s time for MMMM: Media Mix Modelling and More

Media Mix Modelling is back, but on its own is not enough – modern technologies must be added to achieve much-needed incremental, granular insight into live digital campaigns

Media vs sales performance: how marketers can break the language barrier with AI

Digital marketers can harness the power of technology to translate their measurements into sales metrics that prove the impact of their campaigns in terms the C-suite understands.

Making conversation: Charlie Cadbury on bringing the smart speaker revolution to CTV ads

Voice assistants are becoming a mainstay of UK living rooms – but what’s next for the audio ad industry in the age of connected TV and generative AI?

Pitching SEO investment to the C-suite when times are tough

Search has evolved to become an important tool for overall business growth, adding value by enabling brands to spot future trends early and anticipate consumer behaviour.

China’s answer to ChatGPT? Alibaba refuses to be left behind in the global AI development race

Tech giant produces a generative AI chatbot of its own - will China have the edge on more regulated Western markets? We spoke to AI experts for the implications…

Media inflation and Meta: what are your adspend alternatives?

Advertisers need to stay agile as they seek alternatives to Facebook and to optimise their digital media buying as audience behaviour and media prices constantly change.

Will TikTok revolutionise the search ad market?

TikTok is preparing to allow businesses to bid on specific keywords and phrases related to their products or services, and compete in the visual search space - what will this mean for the market?

More measurement, fewer cowboys: CTV must learn from past ad tech eras

Consumer privacy, transparency and accurate measurement must be at the heart of any personalised, programmatic CTV activity as the technology advances further.

On the house: ‘premiumising’ brands through sampling

In a tempting cocktail of marketing know-how, smart data usage and tech, the DUSK app shows how to reduce price sensitivity and ‘premiumise’ brand in a short and sweet apéritif.

Why and how dating apps can solve your data challenges

With dating app use soaring among younger users, marketers have a new platform to engage with relevant users in the data-rich environment found there

Wasted creative: 55% of media budgets were misspent on suboptimal ads in 2022

Some of the world’s largest brands are significantly undermining their ad spend budgets by developing below par creative for online ads, new analysis reveals.

How to future-proof brand experiences in the B2B customer journey

Businesses that get the brand experience right are more likely to inspire loyalty, driving repeat purchases and a shorter purchase journey.

How automation can supercharge your SEO and save you money

An accountant will always use a calculator, why wouldn’t an SEO expert use automation?

Twitter inflates its API prices amid tanking ad revenue

Musk’s platform is currently valued at half the price he paid for it, and with ad spend plumenting the billionaire tech ‘genius’ has reframed Twitter’s API pricing model into two tiers separated by $41,900 per month.

#ChatGPT ad? What experts have to say on Microsoft plans to introduce ads on AI-powered search

The next commercial frontier for Microsoft Bing X ChatGPT may seem an obvious move but industry experts tell PMW why brand suitability and safety needs to be at the forefront of brands’ minds before jumping into Bing Chat ads.

Creative automation: How to scale more personalised content in an oversaturated ad space

Brands that cut out the back-and-forth of localisation by using dynamic templates to rapidly personalise assets will regain creative control and cut through to customers.

Why product information is the key to better customer experience

Amid the ongoing economic uncertainty, marketers need to make optimal use of marketing tech and timely personalisation to help their business thrive.

The six types of gamers (and how to sell to them)

From casual Candy Crushers to immersed Elden Ringers- the gaming audience is huge, diverse and lucrative. But how can marketers engage with each type of player in this highly personal environment?

The ABC of brand advocacy: A is for Acquisition

Acquiring high-value customers isn’t easy, but in times of cutbacks, loyalty and brand advocacy is more valuable than ever.

Forget app installs: how your agency or brand can use app-to-web to acquire high-value customers.

The TLDR: you don’t need an app or app installs to drive performance.

The power of experience: proving effectiveness with measurement

Imagination’s Chief Strategy Officer Tom Gray discusses the theory and practice behind the debunked myth that you can’t measure the effectiveness of experience – and why experiential marketing is a “priceless” tool in a brand’s armour.

Four ways to solve complexity in digital ad campaigns

From programmatic ad exchanges to data clean rooms - digital marketing can be a daunting industry to get to grips with. But a ‘test and learn’ attitude and first party data focus can give you an edge on over-planning competitors.

“Creators are completely essential to brand marketing strategies” but, there’s a measurement gap

Influencer marketing is taking up an increasing portion of the marketing spend, but much of its influence still remains immeasurable.

“Every half decent marketer needs to be a highly curious individual”: Mark Evans on the lessons of today for the leaders of tomorrow

Industry veteran Mark Evans has been in the game long enough to learn the difference between significance and success, and why balancing the pursuit of both with intrinsic motivation is the best lesson to teach marketing’s future generations.

“Winning brands are adaptive and have the tech and processes to listen to what customers are telling them”: how to ‘do’ great CX

Merkle’s Anne Stagg on customer expectation, responsible use of AI, a mutual understanding of the value of personal data and “keeping it simple” – the winning ingredients marketers need for customer experience.

How the right advice can help drive sales – even through a recession

To power your business through tough times, you need to know what you have, ask the right questions, and listen to and act on the wisdom of trusted advisors.

Six things performance marketers need to know about Australia

Australia is now the world’s 12th largest economy with just 0.3% of the global population. But a thriving digital (and DOOH) economy is about to face a new set of stricter data privacy laws. Read PMW’s bluffer’s guide to the region from our experts inside the country.

TikTok takes on Google and Microsoft in the search ads game

Does Google have cause for concern as TikTok aims to provide the answer to effectively targeting younger generations, or are the brand safety risks warning advertisers off?

DPDI Bill: expert views on the new frontier for UK data law

Industry commentators on the realities of GDPR practices that will change or be clearer under proposed reforms, their questions over ‘grey areas’ and whether cost savings will be truly unlocked.

Weaning insurance marketers off their TV addiction: insights from Ifty Kerzner, Kissterra

Insurers still top the list for linear TV ad spend, despite a high level of personalisation required for each customer. But with State Farm recently ditching a Super Bowl commercial for TikTok, is this rather slow-moving industry ready for a performance marketing revolution?

Three factors that will change the role of marketers in 2023

What marketers should prioritise to avoid wasting millions on ineffective adspend this year

A(i) guide for advertisers trying to navigate today’s paid search landscape

The rise of conversational search engines will amplify consumer buying intent - making more room for advertisers to actually make sales.

Are you a performance marketer… or a ‘Chief Dot Connector’?

Last week, an 800-strong audience at PM Unlocked welcomed a new type of event for London – with a rallying cry that performance marketing is breaking out from the bottom of the funnel.

Female leaders on how diversity closes the skills gap

Only one in four C-Suite leaders are women. How can the growing tech and performance marketing industries pave the way for change?

Media mix modelling: the future-proof, silo-busting future of measurement

The death of the cookie is no sombre occasion, but the switch to a new (and also old) form of measurement will require re-education - and a likely restatement of past campaign metrics.

Is AI like ChatGPT ultimately detrimental to the future of marketing?

Marketers need to understand how to work with generative AI to derive the greatest possible value from it while retaining the all-important human element

A specialist and generalist walk into a bar…

How a new wave of AI and automation may impact the age-old distinction between expert and broader marketing roles.

Why we’ll be reaching for the Lego to solve digital challenges this year

Taking play seriously can help your team build their way past blocks to creative, critical and strategic thinking about digital concepts and solutions

Reclaiming reach in the open web

More than two-thirds of online consumers opt out of advertisers' reach, but user choice is also driving the need to rethink strategies and work with this coveted audience's preferences

“Customers are no longer following a linear path through a funnel”: EssenceMediacomX CEO on merging giants, ethical AI and hidden data gems

Nearly a month on from the merger between agency behemoths MediaCom and Essence, Ryan Storrar celebrates the end of the beginning… and why he doesn’t want to see another upside down triangle on a slide ever again.

Why Hilton’s 10 minute TikTok went viral

‘10 minutes on TikTok is like three years in the real world’. What made this trend-bucking ad hit marketing gold?

Bard and ChatGPT: navigating the new AI-powered search landscape

What do digital marketers need to look out for when it comes to the impact of fast-moving developments in AI on the search engines and SEO at the heart of the business?

“You can’t get away from the power of TikTok – it would be ridiculous to not test and learn in that environment”: finance marketing that’s showing its Mettle

The CMO of the free digital business banking service backed by Natwest Group talks ‘different’ voices in finance, how digital makes sense for financial services and what a growth strategy looks like.

Meet the PMW 30 Under 30 Chair of Judges: Boots’ Omni-Media Director

Having seen the evolution of digital marketing over the last 20 years, Oliver Shayer never shies from a challenge and reveals what makes a 30 Under 30 award winner.

How programmatic audio advertising is enhancing the radio experience

New technology is enhancing the radio experience and transforming the way brands reach their target audience through audio channels.

“Make ChatGPT your overqualified intern”: Reprise’s Chloe Hawking on AI, diversity and the evolution of SEO

From four ways to future-proof your marketing career to challenging natural biases across internal teams – the CEO of one of the UK and Ireland’s biggest performance marketing agencies offers her advice for 2023.

Privacy: Ad tech providers can’t wait until the last minute – it’s on us to prioritise it now

Ad tech is the key to the privacy-centric transformation that will enable advertisers to focus on relevance, scale and addressability for the long term

Using surveys will solve the cookie-less conundrum

Almost five years after GDPR came into force, many advertisers are still struggling to find effective, privacy safe ways to replace their reliance on tracking cookies. But why try to infer what somebody is thinking when you can just ask them?

Trusting consumers over influencers: what trends will shape brand marketing in 2023?

With the economy's tight grip on marketing budgets, what can marketers do to reach new and loyal customers?

Super Bowl LVII review: Disney dominates, co-branding needs tinkering and M&M’s recovers a near disastrous fumble

One for the animal lovers and the nostalgia-seekers, Super Bowl LVII saw a seemingly endless stream of adverts and PMW has put together a recap of everything you need to know.

Go a la carte: how independent partnerships reinforce consumer trust and encourage advertiser freedom

Independent partnerships uphold the positive values of advertising and can protect from conflict of interests, while helping to safeguard brand safety and suitability, says Channel Factory’s Rob Blake.

Data marts: why marketers need them

How do you store data correctly to be sure it’s to hand to drive decisions? DoubleCloud’s Natalia Shuliak explains why data marts might be just what every marketing department needs.

The AI balancing act: 3 tips for a successful D2C strategy

Getting the right mix of automation versus the human experience can help you prevent fulfilment problems damaging customer experience and loyalty. But when do you need the human touch, and when is it best to deploy AI?

Super Bowl LVII predictions: crypto sacked, big tech fumbles and brand partnership power plays

The potential end of crypto adverts, tech falling a yard short and brands partnering to split crazy costs - get all the expert analysis of the state of play ahead the Super Bowl’s famous advertising frenzy.

How to use AI to thaw out the freeze in retail revenue in 2023

It’s time for retailers to defrost in 2023 by using AI integrations to warm up their audience – and sales – and form a fundamental building block in digital strategies.

From 'DCO 2.0' to the metaverse: where is the digital ad industry heading in 2023?

From dynamic creative personalisation to blurring lines between brands and agencies, 2023 will be the year that first-party data takes centre stage.

Customer-first: why securing investment for personalisation is priority for 2023

The economic climate makes the customer experience a core focus for brands and businesses in 2023, says new research from iCrossing, but barriers exist to pushing investment through.

Drivers of change: PMW 30 Under 30 previous winner’s interview

From transparency to sustainability to automation, young performance marketers are drivers of change. What are tomorrow’s CMOs up to today?

How data activation can take travel marketers to their dream destination

Economic turbulence, pandemic and wider industry disruption such as strike action and staff shortages means travel marketers must work harder to utilise their data in order to convince wary travellers to part with their dwindling spare leisure spend.

Data Privacy Day - “why not a year, or a decade”? 13 marketers’ on AI security, privacy as currency and ‘always-on awareness’

Has privacy become just another ‘selling point'? When will adland become completely cookie-less? And how can we be sure AI is processing data ethically? PMWs panel of experts discuss the big issues ahead of Data Privacy Day tomorrow.

“Staying safe isn’t going to cut the recessionary mustard”: 15 marketers on the latest AA/WARC 2023 adspend projections

The experts’ take on real-term decline for adspend this year amid some optimism, the pursuit of digital channels to optimise budgets and why privacy needs to be front and centre of 2023 plans.

Prove value to drive demand- using data in your B2B marketing strategy

When it comes to B2B marketing, the same tired strategies that have been used since the 1990s are still being used today. But what if marketers focused on selling their aggregated expertise, or data, and let their products sell themselves?

Automation: the saviour to busy shopping periods

At the start of what will be a challenging year, retailers would be wise to develop an automation-first strategy to enable peak performance not only now, but all year round.

Six things performance marketers need to know about India

Set to become the world’s most populated country in 2023, India has a growing middle class and strong smartphone and CTV adoption. Read PMW’s bluffer’s guide to the region from our experts inside the country.

Defining adtech compliance in a privacy-first world: Townsend Feehan, CEO at IAB Europe

A major advertising trade body and EU regulator are locked in a dispute over the fundamental concepts of GDPR. But are we about to witness a historic breakthrough in adtech transparency?

Question for ChatGPT: are you the future of customer service?

ChatGPT was 2022’s biggest tech story. Millions of people have already asked the AI bot millions of questions. Now, the customer service industry wants to know if ChatGPT can revolutionise the contact centre.

“Media efficiency will be a greater topic of conversation”: 50 marketers’ IPA reactions on first-party forward, optimising and the move to ‘brandformance’

With reported optimism for marketing spend playing out against downbeat views of prospects across UK industry, we ask our panel of marketing experts for their insights behind IPA’s latest figures.

2023: Brands must not turn their back on customer experience in a down economy

Set against the backdrop of the cost of living crisis, customer experience is at risk of taking a backseat in 2023. But those that get it right will reap long-term rewards.

Double down on data: The resolution all marketers’ need to make (and stick to)

Relying on incomplete or low-quality data is a recipe for poor decision making and inefficiency. Taking the time to implement a unified data strategy now will pay off in 2023 and beyond.

Employees are your secret weapon for increasing reach and engagement

Social media driven employee advocacy can supercharge your brand’s organic reach. Keeping your staff happy is the real challenge...

“Everything has become performance”: Skai’s Michelle Urwin on the retail media revolution

As branding and performance roles become ever more entwined, a new approach to marketing is starting to emerge. Enter the ‘Head of Connected Performance’...

‘Self-serving’ or progressive? 3 data marketing experts on the big US video measurement pact

News broke last week of Fox, NBCUniversal, Warner Bros and Paramount uniting on video measurement standards. Industry experts question who this actually benefits.

How to make your CFO fall in love with marketing

No two departments work further apart than marketing and finance despite both working towards the same goal – growing their business, but collaboration is much easier than most think. Here are some steps to seal the divide and create a cohesive partnership.

AI Oh No: art becomes the next frontier in the data versus creativity wars

After automated ad buying and copy writing, AI-generated art could soon start transforming the media and marketing landscape.

Hybrid in-housing is redefining the relationship between brands and adtech

The challenge of building technology, collating data, and recruiting the expertise to in-house marketing functions has sent many brands back to the adtech marketplace. Welcome to the age of hybrid in-housing (but not all vendors will survive).

Old-school attribution no longer works

How misconceptions about marketing attribution can leave you stuck in the past.

Marketing anti-predictions: What not to expect from 2023

Given the year ahead is currently shrouded in a cloud of uncertainty, and hard to forecast, what are the trends that won't happen in 2023?

The tech stack massacre, programmatic posters and 18 other marketing predictions for 2023

PMW’s panel of experts delve into what will happen in this year’s primary channels, and the tech and data moves marketers need to make to stay ahead of the curve.

Building a travel marketing strategy for a turbulent 2023

Despite rising living costs and a looming recession, UK consumers are still showing an appetite for travel. But travel brands must now appeal to a new type of consumer: one who’s more conscious about their holiday spend.

Why Sunak has got it wrong by forcing Maths up to 18

By making maths compulsory for UK students up to the age of 18, PM Rishi Sunak is missing the opportunity to position the UK as “European Tech Hub”.

The UK’s Data Reform Bill: why it should be shelved for good

Cookie banners are universally disliked but Matthew Platt argues that they are a necessary evil in the battle for transparency on data privacy – and proposals to scrap them under a new bill to distance the UK from GDPR should be taken off the table.

The year ahead for AI: 4 predictions from the world’s leading experts

From AI generated artwork to large language models, a panel of representatives from NASA, Massachusetts Institute of Technology and UCL provide their predictions for where machine learning and artificial intelligence will take us in 2023.

Smaller agencies need to understand their value to grow in 2023

For many agencies, late December and early January is a time of maximising budget spend for the quarter, but it’s also when planning for next year’s growth takes place in earnest. Smaller agencies often struggle with planning for growth, and a key factor in that is understanding where their value lies, and what actions can increase that value.

Market research in 2023 – what should we expect?

Opinion has never been more important than it is now, and the age of the survey data isn’t over just yet. But how is market research changing in the new world of big data?

Why creative and not data will win the battle for user attention on streaming platforms

When it comes to reaching a video audience, a user’s historical behaviour isn’t enough when the artwork is unengaging. Here’s why creative could be 'make or break' for an industry facing high competition.

“CMOs will need to speak the language of the CFO”: 5 future trends for B2B marketing

As we look to 2023, LinkedIn has developed five trends that we expect to see that will help B2B marketers elevate their brands in the year ahead.

Is it too late to save Twitter?

Elon Musk has left it to his Twitter followers to decide if he should step down as CEO, as advertisers are wary about returning to the turbulent platform.

The Meta and Google duopoly: will it collapse in 2023?

What are the ongoing – and upcoming trends – that could shift which platforms sit at the top of the pile, and make 2023 a year of change from the ‘status quo’?

“A much more competitive ads landscape”: 23 performance marketing predictions for 2023

From retail media and social commerce to ad net zero and Google’s ‘endless scroll’, PMW’s panel of experts look into their crystal balls to give us their top trends and tips for the year ahead.

Marketing for an economically uncertain Christmas

Customers still want Christmas, so how can marketers “keep festive and carry on” and capitalise as we come close to closing out the season?

“Every media plan should be accompanied by a measurement plan and we just don’t see that enough”

The “quest” of measurement debated, the importance of test and learn approaches, team silos…and the new measurement buzzword of attention being brought into the mix of measuring campaign effectiveness.

Streaming video advertisers beware - not all subscribers want ads

As Netflix rolls out its pricing tiers, different attitudes and behaviours to ads on SVOD of people across countries and generations should give advertisers pause for thought.

Conversational marketing: the best asset for business visibility

Move over chatbots. Enter conversational marketing - a personable approach that creates a dialogue rather than the usual AI question and answer method.

Unlocking performance techniques in broadcast media – without being creepy

The biggest opportunities for media planners and buyers comes from borrowing techniques that performance experts have been using for years – and cross over into broadcast, video on demand or digital out-of-home.

Doin’ Good and disrupting the fizzy drink industry: Q&A with Alessandra Zehnder at Soulfresh

Soulfresh is a brand on a mission to change the food and drink industry, one category at a time. How can performance channels help the Australian brand repeat its success story in European markets?

Why consumers are turning to influencers during the cost of living crisis

Social media is becoming the favoured source of news information. How can brands use influencers to get the tone right during crises?

How Web3 can change the conversation on data

We may be in the early foothills of Web3, but in terms of the ongoing conversation around data and privacy, it has the potential to deliver a fundamental change in what consumers expect, desire and tolerate.

Four marketing trends for the holiday season

A look at what retail brands can expect from their shoppers over the festive season, and how they can get ahead of their competitors with smart shopping offers.

Money can’t buy you love – but can it buy you loyalty?

Waitrose reintroducing its free coffee offer as part of its loyalty scheme shows a smart move to help incentivise non-card holders to sign up. What are the vital ingredients for a subscription service to be successful – and how can brands use them to up aa valuable consumer currency: their retention?

Creative data: a marketer’s recession antidote

Embracing innovation in times of crisis will separate the brands that win and those that disappear.

Ethical AI isn’t just for analytics teams - it’s for media marketers, too

With consumers watching and holding brands more accountable than ever before, understanding your consumers and targeting them effectively is key, but unchecked AI models will do more harm than good…

B2B search: it’s bigger than you think… and goes far beyond Google

Traditionally, B2B buyers have relied on catalogues, showroom visits, or sales reps to find the products they want to buy. But as digital becomes the channel of choice, marketplace optimisation and on-site search is becoming more important than ever.

Netflix versus… Peloton? Why ad-funded tiers disrupt the whole subscription industry

From gym memberships to recipe boxes, they may not realise it, but subscription services are competing with each other for survival as consumer spending gets tighter. But a strong customer engagement might just help them navigate a brutal winter of cuts ahead ...

What really happened on Black Friday? The insights (and numbers)

The lead-up to the cyber weekend was more cautious than in previous years, but according to our experts – and the results they’ve seen – sales in big ticket electronics made up for more muted interest in other sectors, while the USA soared ahead of the UK and Europe.

Consumers lack digital trust, are businesses willing to change?

The concept of ‘digital trust’ holds great value and impacts retailers' relationships with consumers. With even the big tech players changing their privacy models, how can online retailers win back consumer trust?

7 ways e-commerce businesses use alternative data

Staying competitive in the ecommerce landscape requires agility and flexibility to pivot business strategies and adjust to changing consumer preferences and economic conditions.

As third-party cookies crumble, how can advertisers adjust for 2024 and beyond?

What if there was a way to tailor ads without having to reduce the dynamic ad budget or infringe on consumer privacy?

Four ways to beat blanket B2B comms

Customers expect sleek digital experiences and customer-centric buying journeys and B2B brands must find relevant and meaningful ways to connect with buyers. To propel growth, they need to harness the latest expertise to attract, engage and convert business audiences.

Six things performance marketers need to know about Japan

A bigger economy than Germany, but a shrinking population makes Japan a unique market - but one full of opportunities. Read the PMW bluffer’s guide to the country from our marketing experts working in the region.

Mobile gaming continues to boom, so now is the time to pounce

Over the last two and a half years, the pandemic and its aftermath accelerated already existing mobile gaming trends. But marketing to this fast-paced lucrative audience requires a dynamic approach…

DOOH: are you getting what you paid for?

Independent verification for DOOH ad campaigns can no longer be the superpower of the select, given a challenging outlook for the next four years leading to potential stalls in adspend.

How brands can strike the right tone during this festive season

New data from Kantar reveals that only 18% of consumers strongly agree they’re looking forward to Christmas ads, down 5% from last year. How can brands engage with their audience amid the current economic turmoil?

“Agencies aren’t asking the right questions”: living in an expectation economy

The mobile phone has an expiry date and customers are expecting more than ever. How can marketers keep up with consumer demands and the tech to solve it?

How brands should tailor their marketing approach this Christmas

To truly engage consumers, it doesn't just come down to price points - it's vital that each individual consumer is served the ad iteration that will be the most relevant and meaningful to them, especially in the current climate.

Some brands are spending less on performance… isn’t that the whole point?

From eBay to Airbnb, a clutch of household names are heralding a branding renaissance as they cut back on performance channels. Should other brands follow suit?

Christmas ad tracker: John Lewis has done it again, or has it?

Advertisers had been warned to read the room this Christmas, by not flaunting presents and gifting during a cost-of-living crisis. But do purpose-driven ads really triumph at Christmas?

Brands owe streaming audiences a different approach to ads

AVOD is gathering momentum as competition and CPMs increase. Audiences are expecting bolder forms of storytelling and ‘prime time’ could become a thing of the past.

Why digital out-of-home is an essential force in today's media mix

As posters go programmatic, it’s brands’ time to shine in this undervalued yet constantly overdelivering channel.

We’re getting engaged! The move to more hands-on marketing

People spend roughly 5.4 hours a day using phones, so why shouldn’t companies adjust their marketing practice to better engage audiences?

Why brands should invest in influencer marketing during the downturn

With the prospect of a recession looming, businesses will be looking at how to operate smarter and scale growth without increasing spend. Robin Ward, Head of Sales at LTK Europe, explains why influencer marketing will be pivotal.

Will P&G’s performance pivot pay off? 5 experts on the brand's new ‘reach metric’

After a splurge in the pandemic, the world’s biggest ad spender is bulking up its in-house performance marketing as it slashes budgets. PMW quizzed five experts to see if the new frugal data-led approach will pay off…

“Q3 was always going to be tricky for advertising giants”: Meta, Google and Amazon results with expert predictions

What next for performance marketers amidst the daily-changing landscape – it seems – in the world of adtech? The scale and reach of Meta et al are never in question, but will marketers see better returns in their adspend?

PMW Global Awards 2023: meet the judges

“It's high time that the performance marketing industry runs a brand awareness campaign now!” With entries now open, PMW quizzed our prestigious judging panel on why we need a truly global awards event in 2023…

Why are marketers holding back from greater AI adoption?

Our industry is part way into a revolution in how we run effective campaigns on digital platforms, through the use of artificial intelligence. But the tech is opposed by challenges, blocking uptake to the technology and its benefits for marketers.

Under the influence: the impact of failure to disclose as watchdogs continue clampdowns

Myleene Klass’ Instagram hiccups once again put social posts under the microscope, but she is not alone in the roll-call of high-profile influencers attracting attention. Can influencer marketing rise above the noise – and consumer scepticism?

How brands can win big by aligning themselves with women’s sport

Whilst the ad price of aligning a brand with women’s sport will inevitably rise, the opportunity is a strong one, with fans 25% more likely to purchase from their team's sponsor than men’s sports fans.

Pioneering the future of digital advertising in a cookieless world

The question that advertisers and marketers are now facing is how to navigate a post-cookie world while still delivering relevant and engaging media content. Here’s a guide to prepare ahead for the cookieless future.

Why the KPIs of brand value are changing in the cost-of-living crisis

Where once value might’ve referred to a cheaper alternative, in the current economic context, value now represents going above and beyond the transactional media investment.

How to keep the brand light burning in uncertain times

Taking a ‘glass half full’ approach and recognising the opportunities to maximise budgets rather than cut them are just some of the tips to burn your way through a challenging climate.

Digital advertising’s carbon truth is out, what should we do next?

The by-product of revenue growth needs and adtech innovation is inefficient supply chains venting carbon waste. In one of the fastest growing movements since the adoption of programmatic ads, the industry, driven by publishers, is now uncovering this and looking to act.

Meta 1 year on: has it gone as planned?

Zuckerberg’s rebranded business has said to have lost “focus” by shareholders. Let’s take a look into Meta at its first birthday.

Why it’s time to enhance dynamic ads on social networks with product data

Social commerce is on the up and marketers are allocating budget to respond. It’s likely dynamic ads will be the ones leveraged, but these can often lack visibility and control – so how do marketers ensure that their investment reaches its true potential?

Beautiful, functional or hands-on? CMO James Gordon on why Karcher is powering up performance marketing

As house-trapped nesters turn into cash-strapped consumers, Karcher is combining modern first-party targeting with smart brand storytelling to clean up any wasted ad spend.

What’s scaring marketers – and what can they do about it?

We’re officially in the spooky season and it’s not just about frightening ghouls, horror films and witchcraft. The marketing industry is also facing some demons of its own. Vlad Komanicky, CEO and Co-Founder at Alchemists explores the issues making marketers’ skin crawl and how they can overcome them.

“Chief Twit”: 10 things performance marketers need to know about Musk’s Twitter purchase

After months of u-turns and legal rows, Elon Musk finally completed his $44bn acquisition last week, tweeting “The bird is freed”. From a new landing page to resurrecting Vine, PMW charts the future of the embattled social network…

The devil’s in the data: 5 best Halloween marketing campaigns of all time

Roll over big data, it's time to do the monster maths. PMW creaks open the vaults to resurrect some of the best data-driven marketing campaigns from spooky seasons past…

“Brands can’t afford the risk of a spray and pray approach to campaigns”: 25 marketers on the outlook for adspend

After the news that adspend forecasts are downgraded for this year and next, marketers reflect on the need to embrace emerging technologies and measure and account for every penny of spend, while making sure they don’t blink in the face of uncertainty.

“For the first time in history the regulators are ahead of the ad industry”

Many companies are breaching data protection laws without even knowing it – but is AI the answer? Jamie Barnard, former General Counsel at Unilever, speaks to PMW about privacy audits, Pot Noodles and winning at data Jenga…

Sandboxes and walled gardens: performance marketing with first-party data

The death of the cookie doesn’t need to mean the death of ad revenue for the mobile apps that live outside walled gardens.

Google is changing which SERP features it prioritises: what brands need to know

Google is showing fewer organic listings compared to a year ago, with a heavier focus on carousel and shopping results. This doesn't mean SEO isn't working, but it does require a change of tactics….

“This isn’t the time for business as usual”: 50 marketers and their insights on the latest outlook for marketing spend and direction

After the Bellwether report confirms a slowdown in marketing budget growth and a stagnant forecast for next year, marketers name possible green shoots still available and advise on how to make every bit of your spend count.

Keeping the spark alive: why relationships matter more than ever in the tech era

The value of an ongoing dialogue between supplier and client should not be eroded by the inclusion of tech platforms as any part of strategy - keep the conversations going and set clear lines in the sand around what you’re measuring, how and what success looks like.

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