The rising cost of TV might offer advertisers an opportunity to redefine how they measure the value of different media, industry experts suggest.
After a big jump in the cost of media over the second half of 2021 as pandemic-restrictions ended, forecasts for this year and next look intimidating – and that’s a concern for any advertiser looking to get as much bang for their buck as possible.
Amid the rising cost of media, Direct Line is ensuring the continued success of its campaigns with team collaboration and “interrogative” agency conversations.
The founder of AB InBev’s in-house agency draftLine believes the media industry will continue to make a “directional shift” towards attention as a primary trading metric.
A yearly media investment of around £30m across seven to eight channels will generate the best ROI for most advertisers, but there are still major risks involved, says econometrician Dr Grace Kite.
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In the first of a new series looking at brand-building best practice in B2B, we speak to CMOs at companies including KPMG, QuickBooks and RS Group about brand diagnosis and positioning.
CMOs from Channel 4, Chelsea Football Club and Octopus Energy discuss the trends impacting marketing’s top job, from reputational control to growth and tenure.
