Influencer marketing was worth $9.7bn in 2020 and is expected to grow to $15bn by 2022 globally. Half of marketers say that they’re spending more than 20% of their budget on influencer content. The cosmetic brand Estée Lauder announced in August 2019 that it was allocating more than 75% of its marketing spend to social […]
A quick, simplistic framework for evaluating media opportunities
Continued testing of new advertising opportunities is key to a brand’s growth. With the media world constantly diversifying, the volume of testing opportunities available has expanded into the thousands. When every media owner is touting their offering as the best, how do you quickly narrow down which tests to prioritize? To do this, we need […]
The Piers Morgan effect: the role of controversy and brand safety in the world of TV
Just over a month ago, media outlets all over the UK shared the breaking news: Piers Morgan had resigned as a host of ITV’s Good Morning Britain, following his highly controversial comments about Meghan Markle just the night before. After years of being part of the driving force for attracting the morning show’s viewers, ITV […]
Which ads do people trust most?
On the back of your favourite magazine, throughout your favourite TV programmes and alongside the road, you come across different types of advertisements everywhere. But where is the most effective place to put your ads, and when will consumers find them most reliable? We’re aware of the ‘old-fashioned’ methods of advertising such as billboards, print, […]
How to target niche audiences through linear TV campaigns
Linear TV is often wrongly perceived as limited when it comes to audience targeting. As a traditional mass reach channel, the TV audiences that are bought and sold are broadly inclusive. However, using coverage reach and frequency data (CRAFT) from BARB, we can build into our TV plans a wider range of niche audiences. Incorporating […]
The era of automation is here
Since launching on 23rd October 2000, Google Ads has come such a long way. Starting with just 350 advertisers and a cost per thousand (CPM) model, Google quickly started evolving its offering: introducing a cost per click (CPC) buying model, bringing in relevancy as a key factor and consistently releasing new functionality and ad extensions. Over the next […]