Internet ad spend may still be growing at the expense of newspapers and magazines, according to GroupM forecasts, but market maturity is approaching, news brands have diversified and most ‘traditional’ media will also grow next year.
Classic ads and product placements continue to have a brand-building effect decades later, which is a benefit more marketers should pay attention to when commissioning creative.
Influencer marketing suffers not just from the problems of fake followers and viewability, but from a lack of credibility, as I proved when I paid influencers to make a picture of my posterior go viral.
The big five agency holding companies are so deeply mired in surcommissions and client distrust that media agencies as a whole face an existential crisis.
If machine learning is so clever, why does Spotify recommend such rubbish songs and Amazon suggest the stuff I already own in different colours?
My money is on the Conservatives to win this week’s general election, for the simple reason that they have mastered Facebook advertising and its ability to prioritise the voters who matter most.
A new Forrester report claims consumers’ hatred of interruption is killing online advertising and brands should invest in AI instead. Are the digital disruptors about to be disrupted?
Adidas CEO Kasper Rorsted, despite his marketing background, seems to have forgotten the concept of media neutrality in his misguided quest to go digital-only.
Live streaming is just the latest in a line of nausea-inducing trends that have no impact or reach but are still lapped up by credulous marketers.
An old chestnut rolled towards me last month and I am still not sure what to think about it. Before I explain, let me issue an advertising agency health warning for this week’s column. I already know what you will say in response to the words below but, with respect, this isn’t Campaign or Ad […]
The emergence of content marketing as a separate discipline has distracted marketers from their real job of communicating with customers and selling stuff.
Facebook has admitted it overstated how long users watch videos for on its site by up to 80%, but this is just a symptom of a digital ecosystem in which two players dominate and measurements look increasingly meaningless.
Some marketers can’t help but regurgitate made up ‘facts’ and nonsensical slogans, so next time you hear somebody utter one of these phrases, stand up and shout them down.
Gap Inc’s Art Peck has been struck down by a severe case of ‘morbus digitalis’, a sickness characterised by erratic and irresponsible behaviour such as swapping TV advertising for Tinder.
There is an urgent need to translate digital views into TV audiences and vice versa otherwise brands will continue to be misled by thin digital video viewing estimates.