NEWS IN NUMBERS
Black Friday requires more marketing materials than other annual holidays and AI could help save 10 hours in creating seasonal assets.
Airbnb’s brand value increased 22% in 2022, outpacing the rest of the field, while the Automotive sector became the biggest global driver of growth as two tech giants plummeted.
Redundancies, budget constraints, unsold stock and skills shortages, where do all these dilemmas leave the retail industry?
Pain points in the user experience when viewing ads can do more harm to brand reputation than good, as 86% of adults are inclined to ignore overwhelming advertising altogether.
Top 5 business objectives for 2024: 60% of marketers view 'data collaboration' as pivotal to future success
With the death of the cookie finally set to take place in 2024, marketers must look beyond the use of third party cookies for data collection. Considering the success of retail media this year, data collaboration has become a top priority.
John Lewis’ latest Christmas ad has, as always, prompted plenty of discussion on social media. But does it matter if the sentiment is positive or negative?
Market research reveals how consumers will stay festive despite reduced spend during a tough winter.
UK consumers are increasingly choosing CTV over linear. Free-ad supported streaming services are becoming the medium of choice for 68% of Brits as economic concerns force them to reevaluate paid streaming subscriptions.
Black Friday: sales expected to increase 7.5% with Amazon’s foothold on the younger market loosening
Christmas present purchases are expected to dominate 54% of spend this Black Friday period despite consumers’ faith in the efficacy of the shopping event floundering.
WARC: global retail media ad-spend to increase 10.2% in 2024, set to soon surpass linear TV as third-largest channel
With retail media’s popularity continuing to increase, Amazon is expected to reap the rewards and overtake Alibaba as the world's largest retail media owner by ad revenue this year. But as revenue grows, so does the risk.
The 2023 Sustainability 100 report identified the top global brands providing transparent and clear sustainability information, with Sainsbury’s and Shell leading the way for UK brands.
With GDPR’s shortcomings sowing seeds of discontent among many SME business owners, driven by confusing legal text, some view DPDI as a solution.
New ITV study discovers Peak TV slots are more cost effective and last for longer periods than previously assumed.
With UK consumers on the hunt for bargains, speciality sales events like Black Friday Cyber Monday (BFCM) present big opportunities for brands to win over customers.
With loyalty incentives like discounts, deals and rewards not moving the needle for consumers in the face of the cost-of-living crisis, brands need to find new ways to deliver enough of a value exchange to convince them to stick around.
From Little Red Book to Weibo, how can western brands unlock the largest – and most varied – social media market in the world?
Terms like ‘digital sovereignty’, ‘data compliance’, and ‘third-party cookies’ may be common throughout the industry, but consumers’ confusion is turning into apathy, creating a conundrum for brands.
Brands can take advantage of significantly larger interactive audiences in the lead up to the Rugby World Cup final, especially as tourism spikes for France.
Marketing demands fluidity and quick adaption from everyone involved, but perhaps from no-one more than the CMO – 90% of whom say their role has become more complex.
YouTube ranks top in the UK – above TV – for having video content that people identify with.
Slowly but surely, CTV’s popularity is growing, but how can advertisers best leverage this change in viewing habits? Are paid ad-free tiers the way of the future, or will cheaper ad-supported alternatives win viewers over?
The Google-owned video sharing platform has been crowned the most popular free video service, from Baby Boomers to Gen Z.
Traditional gaming has changed and become a new way for brands to connect with engaged users.
Economic uncertainty brings out faith in performance marketing, research finds, with 63.2% of global companies intending to increase the performance marketing for mobile ads budget.
Trust gap: B&M, Lidl and Boots among most trusted retailers while broader industry struggles to meet consumer expectations
With 80% of shoppers aware of retailers’ intrusive data practices, the industry needs to bridge the trust gap or risk losing consumers to competing retailers who are getting privacy right.
Since ChatGPT’s launch last November, the search for artificial intelligence has rocketed by 1,700%.
Although retail media networks still present some challenges, their viability as a post-cookie alternative to walled gardens has marketers excited with 79% currently using retail data.
Consumers are flocking to social media for purchasing, but new research sparks concern in how retail marketers place their social ad spend.
TikTok has released a new first-party data measurement tool to solve campaign measurement issues.
Wavemaker report shows that 92% of Gen X are on social media, but advertisers aren’t accessing them. Here’s how.
Programmatic digital out-of-home is taking budget out of digital and traditional channels, proving high value for both brand and performance campaigns.
Despite AI’s growth, 60% of marketing managers are considering a career change for access to better technology
Burdened with increasing financial pressures and budget cuts, the majority of marketing managers are eyeing the exit door in search of more flexible working conditions.
Just 8% of all email traffic is delivered to the intended inbox and 44% of businesses admit they are not confident in their deliverability knowledge, likely hindering their email marketing revenue.
Amazon Ads offers new insights for brands looking to break into the streaming TV ad game – from how much emphasis to place on innovation to ensuring you capture the correct audience.
Despite continual demand for better personalisation and more streamlined purchase journeys, British shoppers remain sceptical of the benefits of AI-powered automation and for one reason: data privacy.
New study reveals exactly how much attention is required to drive campaign outcomes and minimise media wastage.
Performance channels lead the recovery as five companies – Alibaba, Alphabet, Amazon, Bytedance and Meta – now draw over half of global advertising investment.
Investment in automated ad buying is increasing as tracking cookies crumble. New research highlights the top eight ways marketers are trying to fight adspend wastage in the privacy-first age.
Gamers, learners, and positive about the relevance of online ads: how can your brand get – authentically – in front of a TikTok user?
Latest data profiles the younger audience on TikTok, and reveals the possibilities for brands to get ahead on TikTok are endless, if you can understand what makes the platform’s users ‘tick’.
Humanising AI comes with many dangers, as Snapchat discovered when its ‘My AI’ feature caused panic it posted stories without command and ignored chat messages.
Retail media is growing three times as fast as CTV and YouTube’s ad revenue is set to be 17.4% higher.
Focusing on digital in isolation can cost businesses 20% of their marketing spend’s ROI - a potential solution? Omnichannel investment.
Tech companies dominate the top of the list, with Alphabet (Google) customers named the most loyal.
Startlingly, 70% of consumers believe the promotions they receive from brands do not align with their interests and the use of outdated technology is to blame.
Two-thirds of people prefer websites recommended by ChatGPT instead of Google – what does this mean for the future of search results pages?
Short term solutions: marketers’ investing heavily in strategies that deliver quickfire results amid economic gloom
Areas such as social media have enjoyed increased investment at the expense of brand strategy as marketers search for short-term strategies that will get budget-restricted customers buying.
“Sustainable media performs better”: Scope3 identifies a 36% overlap between ‘green’ advertising and high performing ads
Q2 has seen an uptick in sustainability initiatives from digital advertisers, prompting optimism from experts that although ads continue to be a major carbon emitter, more organisations are removing their heads from the sand.
Marketers rank their top 11 uses for automation: report generation, data monitoring and quality control top list
Experts within the ad industry believe that automation may not only lead to increased profitability but could also be the key to solving typical ad ops pain-points like inefficient processes and human error.
AA/WARC: Online formats dominate UK adspend as search and online display takes 76% of £9bn investment in Q1 2023
Adspend in the UK was up just 0.1% year-on-year, with a forecast of 2.6% growth for the next three quarters of 2023 as AA/WARC report forecasts online to prop up growth even more than previous years.
Despite being able to contribute, marketers are seen as more ‘doers’ than strategists, according to new research, while half of marketing managers are concerned that using AI may steal their jobs as they feel pressured to use it more for efficiency.
IPA Bellwether: UK marketing budgets hold on to “stronger than expected” growth ahead of a predicted flatline in 2024
Marketing investment remains in a stubborn growth period as brands support customers with sales promotions and respond to competitor challenges with innovation, but warnings arise of the need for a longer-term approach to bolster performance ahead of the Golden Quarter.
Google and TikTok’s popularity grows as UK advertisers move away from Meta in the interest of diversification
UK-based ecommerce businesses have been diversifying their ad spend at the expense of Meta, as overall ad-spend sees dramatic decline as inflation pinches, but experts say this is no cause for alarm.
Study finds marketers’ priorities have shifted towards better understanding the customer journey with a 16% increase in concern identified since Q4 of last year.
On a global scale, AI has the majority of people excited, but the majority of people are also nervous. What does this mean for businesses and how should marketers go about advertising AI-powered products and tools to consumers?
System1 and ITV reveal the secret to short-term TV ad impact for brands in new performance marketing report.
Stop the email noise: 79% of consumers delete your brand’s emails at least half of the time – even if they love you
Scanning subject lines and giving fake addresses are just some of the lengths consumers will go to avoid emails from brands, but the email address is still the top piece of information they share, and they are open to (personalised) offers as long as you’re not creepy about it.
Time spent on social media has declined among consumers for just the second time in a decade, but a switch to a more ‘focussed’ rather than casual audience might be good news for advertisers.
TikTok is fast becoming the go-to platform for travel inspiration and new data sheds light on the insights that could take your brand to the top of TikTok’s trending travel videos.
Influencer marketing ‘influences’ sales growth: 6 in 10 marketers report boosted sales, clicks and traffic when using creators
New research reveals that despite a quarter of marketers suffering budget cuts, influencer marketing remains steadfast as over 50%l said they are investing more into the channel this year.
ChatGPT hit 5 million app downloads in only three weeks…but how does it stack up against the competition?
Generative AI large language model and OpenAI’s global phenomenon, ChatGPT, hit global app stores late last month and in just three weeks has surpassed 5 million downloads across the iOS and Google Play stores.
Digital publishers’ year-on-year revenue sees almost no increase despite 18.3% growth in subscriptions
It’s been a static period of revenue growth for digital publishing in Q1 of 2023, with boosts to subscription and audio offset by the declining popularity of desktop and surprisingly, mobile.
This figure falls to just less than half (48%) in the UK, a region supposedly drastically lacking in its use of off-site programmatic advertising and open web’s retail media opportunities.
“The great reshuffle” is separating marketers from other decision makers, with job transitions causing longer sales cycles and lower win rates.
UK business confidence has stabilised, but with the skills gap still a significant cause for concern and generative AI growing, how can marketers and their organisations work together to keep-up with innovation?
Data from eBay Ads UK has found that this summer’s festival season is primed to be one of the biggest in years, presenting an exciting opportunity for advertisers to capitalise on search and e-commerce trends.
Global adspend to rise by $23bn in 2023, but signs of slowing growth in digital pointing to maturity
The downgraded forecasts from dentsu’s latest analysis reveal media price inflation to drive growth and APAC enjoying the strongest regional uplift, but digital growth slowdown still paves way for the channel to take the lion’s share of spend for the next three years.
Research from Nielsen has revealed that CTV’s booming popularity is driving marketers to invest, but inconsistent measurement solutions and difficulty reaching target audiences has them struggling to maximise ROI.
Publishers and advertisers are planning to prioritise contextual and attention-based solutions in the coming months, but the majority remain woefully unprepared for how they are going to compete in a cookie-less world.
Research has identified a stark contrast between marketers’ use of analytics and data in their content marketing among those satisfied with their ROI and those not.
An affinity for product placement in TV and film over traditional commercials was identified because of the authenticity it adds to the viewing experience, creating an opportunity for brands to increase awareness in an era of ad-free streaming.
Consumers are rethinking the value of social media and with a significant uptick in the popularity of money-saving content across platforms, brands need to be cautious they don’t fall “out of touch”.
Women’s football has greater mass consumer reach than men’s, experts say, after a record breaking 77,390 spectators attended the Women’s FA Cup Final at Wembley last week.
Head in the sand: brands risk losing their audience if they don’t switch to post cookie targeting solutions
Advertisers are far less aware of the cookieless targeting technologies available to them than they should be, prompting a need for marketers to educate themselves on what ID-less solutions are out there.
Research estimates a total of $142bn in revenue was lost last year due to marketers inadvertently optimising campaigns for fake audiences.
Are you posting high quality content but not getting the engagement you expect? Check the time before you post to avoid social media dead zones.
Almost three quarters of marketers plan to incorporate generative AI into their martech stacks but 59% fear they lack the knowledge to fully capitalise on the tech’s potential.
Over 80% of businesses maintain that AI-driven personalisation will improve customer experiences, but fear over how their data will be used is holding consumers back from embracing the technology.
Nearly four in five (79%) Brits are worried about fake news circulating on social media and almost three quarters are turning to news brands for help verifying stories.
“It seems that ‘going private’ is no longer just for the rich”: increasing interest in private healthcare spells trouble for the NHS
Analysis of online search data reveals a dramatic leap in interest for private healthcare and with the NHS floundering, with brands such as AXA, BUPA and Benenden reaping more SEO exposure.
Top 10 festivals for social reach: Creamfields is the 'most Instagrammable' event, but not the most attended
Bigger isn't always better for brands looking to amplify their social media reach at festivals. Glastonbury is the biggest live music gathering in the UK but only the second most popular for Instagram users.
AA/WARC: UK adspend growth to ground to near halt this year as social media falls for the first time in 2022
Adspend grew by nearly 9% in 2022 despite a drop in Q4, and while online dominated last year’s investment, all channels have downgrades in growth expectations this year.
Research from Finecast and System1 uncovered that targeting ads for addressable audiences and prioritising right-brain attributes that trigger “broad-beam awareness”, like humour and familiar places, is a recipe for advertising success.
AI's golden age? The technology revealed to be an essential part of marketing strategies for 87% of brands
More than half (61%) of senior brand marketers have revealed they are already using AI in their advertising, prompting some to speculate we are on the cusp of AI’s golden age.
E-commerce companies across Europe are backing themselves with increased investment across inventory and ad spend despite variable economic conditions.
To meet all consumers’ shopping expectations, 94% of organisations have a multi-channel retail strategy in place, but almost half (49%) struggle to evaluate which channel is working for them best.
An 8.2% growth rate for the start of the year shows continued investment in brand support, while uncertainty looms, but sustainability and adoption of tech signal green shoots of opportunity for marketers.
Influencer marketing is a cost effective solution that demonstrates ROI – but some industries hold more power than others, reveals latest data from Emplifi.
First-party CTV and retail media campaigns are using more media buying platforms, costing marketers significant time and dollars switching and aggregating data between them.
Over 100 global marketing and advertising leaders portend a challenging 12 months ahead for the industry, but maintain a cautious optimism that businesses who get creative will carve out success.
Post-pandemic, people have become accustomed to maximising the value of their home’s outdoor space and are looking to invest in home and garden purchases this spring.
Stringent data laws and changing viewer habits have made TV advertising more challenging, but the growing popularity of CTV and convergence of linear and digital presents an opportunity for everyone to win the ad game.
That’s how the cookie crumbles: consumers demand personalisation from brands without reliance on cookies
Brands generally enjoyed positive ROI in 2022 when investing in customer engagement, but research suggests many are still failing to meet consumers’ changing personalisation expectations.
Study indicates increasing popularity of in-store use of retailers’ mobile apps as consumers look to get bang for their buck with offers and reward schemes.
In the face of economic uncertainty and low levels of consumer confidence, Zuora’s SEI insists subscription-based companies have been able to maintain growth and make their products indispensable for consumers.
With 5.2 million TikTok-related searches every month, a 32% rise in ‘delete TikTok account’ queries is not insignificant.
Data suggests UK advertisers will commit an additional £770m to contextual targeting in 2023 as they shift their focus to attention metrics by way of future proofing campaigns against the influence of signal loss.
A new study has identified a lack of consistency between consumer desires for brands’ use of their data and their willingness to share personal information online.
Almost half of UK Muslims have altered their Ramadan spending habits due to the cost of living crisis
Budget supermarkets lead the way as the Holy Month on the Islamic calendar approaches, and brands and advertisers need to be wary of consumer spending habits this Ramadan.
Despite the increase in overall revenue, just 43% of companies reported growth, indicating that the rises are concentrated among top performers.
With a possible recession looming, brands’ marketing budgets are under increasing pressure to maximise ROI while minimising spend, and research suggests that UGC might be a winning strategy.