Co-op joins retail media network race
Molly InnesCo-op’s foray into the retail media network space comes off the back of an increased focus on first-party data and membership scheme changes.
Five trends that will shape media in 2024
Michaela JeffersonFrom AVOD and retail media to artificial intelligence, we share the five trends that will shape media in 2024.
Auto Trader looks to ‘underrepresented’ groups for its largest-ever marketing investment
Chris SutcliffeThe automotive marketplace is making its biggest ever increase in marketing spend to entice younger and female audiences into its ecosystem.
Three ways marketers can make their media plans more sustainable in 2024
Marketing Week PartnerEvery wasted ad click contributes to carbon emissions, so brands must make sustainable media a higher priority in the coming year.
‘We have to adapt and change’: How will marketers manage marcom spend in 2024?
Michaela JeffersonOptimism is in short supply as marketers face up to another year of constrained spend – but where that spend will be directed is ever-evolving.
Is an inability to understand audiences holding back women’s sport?
Molly InnesBrands and broadcasters should be developing fan bases more to transform attention into revenue for women’s sport.
Peter Field: Marketers are too disinvested in TV advertising
Chris SutcliffeTV is among the strongest media for landing effective advertising messages, argues analyst Peter Field – but “the god damn effective” channel remains undervalued compared to its nearest digital rivals considering the business outcomes it offers.
‘Turbocharging’ its mission: Why Tony’s Chocolonely is now investing in paid media
Niamh CarrollUntil very recently, Tony’s Chocolonely had never spent a penny on paid media, preferring to use earned and organic channels, however, it became ‘impatient’ with the pace of change and has now changed tack.
How NatWest’s B2B arm is upping creativity to reach a new generation of business customers
Chris SutcliffeNatWest has been building a culture of creative B2B marketing into its business, focusing on finding underpriced attention across social media to market its B2B products faster and more efficiently.
How Currys’ marketers made the case for brand building
Chris SutcliffeCurrys’ rebrand has reached its two-year anniversary, helping kickstart a marketing transition that has seen its marketers better able to make the case for brand investment.
Nationwide achieves ‘exceptional’ short-term brand uplift score for relaunch ad
Chris SutcliffeNationwide’s ad unveiling its rebrand scores within the top 10 percent of consumer banking ads, according to data from effectiveness firm System1.
Brand building activity responsible for growth in digital video spend, study finds
Chris SutcliffeDigital ad spend continues to grow, recording a 5% rise in the first half of the year, with digital video accounting for the strongest growth.
‘Social media is the sharp end of modern marketing’: NatWest on using TikTok for brand-building
Chris SutcliffeNatWest is increasing its investment in TikTok, as it seeks to use social media to attract wider range of consumers where they look for information.
Consumers don’t get tired of ads, only marketers do
Mark RitsonData shows there’s no such thing as advertising ‘wear-out’, so save your new campaign budget and spend it on making your current ads effective for longer.
‘It’s not customer-centric’: B2B brands on why an alternative to the funnel is needed
Lucy TesserasWhile the traditional sales funnel still has some uses internally, marketers at PwC, Goldman Sachs Asset Management and Jellyfish Global agree it is no longer fit for B2B buyer journeys.