Elsa Murray

The latest IPA (Institute of Practitioners in Advertising) Bellwether report, published this morning, sees UK marketing budget growth hit a decade high 🚀 The Q2 2024 survey includes: 📈 Marketing budgets see strongest upward revision since Q1 2024 📈 Upward revisions to budgets across every main category 📈 Company-own financial prospects at strongest since Q3 2021 Chris Falconer, Group Managing Director, at McCann Central said: ‘It’s great to see the IPA’s Q2 Bellwether results showing an improved performance and a brighter outlook. For our part, we’ve certainly noted an increase in activity across all of our McCann Central offices and growing demand for key services particularly social, B2B, PR and Media. We’ve also had a busy first six months in terms of new business and, with some big wins under our belts, we are confident about the second half of the year.” Read More 👇 https://lnkd.in/ekprz6DZ #BellwetherReport

1

UK marketing budgets are on the rise - the strongest rate in over a decade according to the Q2 2024 IPA (Institute of Practitioners in Advertising) Bellwether Report 🚀 Alex Uprichard shares her thoughts: https://lnkd.in/ezZX4ugS #BellwetherReport #AdvertisingIndustry #MarketingBudgets

5

Strong IPA (Institute of Practitioners in Advertising) #Bellwether reading shows confidence in UK economic outlook as #marketingbudget growth comes in at decade high... #advertising #media #marketing #adtech #creative

3

Kantar BrandDynamics is receiving important signals from Telco providers... are we seeing a big switch in consumer favourites? 👀 In the last year, newer category entrants, such as Lebara, Asda and SMARTY Mobile, have picked up 3.1% Mental Market Share (otherwise known as Demand Power) at the expense of the bigger players in the category. Established Telco giants need to boost their signal and watch out if consumers continue to swipe left 👈 #telco #telecommunications #BrandTracking #KantarBrandDynamics

79

1 Comment

The latest IPA (Institute of Practitioners in Advertising) Bellwether report highlights a “solid expansion” in total marketing budgets in Q1. David Grainger our senior vice-president and head of planning told The Media Leader that the “optimism” in the latest report showed “the resilience of the UK marketing landscape”. 🚀 He said: “It also points to how brands are beginning to adapt to the new communications economy.” Read more from David and other industry experts here 👉 https://bit.ly/44a5EoO #UKMarketing #MainMediaAdvertising #MarketingTrends #BreakthroughThinking #NewCommunicationsEconomy

4

Check out the latest Profit Ability 2 study from Ebiquity North America, EssenceMediacom, Gain Theory, Mindshare, and Wavemaker UK – it's a goldmine for marketers! Discover the power of audio: it generates 3x ROI in the short-term and 6x in the long-term. Surprisingly, audio ranks second in short-term ROI and third overall, outperforming digital platforms. Don't underestimate the impact of audio – it's a heavyweight in advertising! #audio #audioadvertising #marketinginsights

15

ICYMI: UK retail media and DOOH ad spending up 12% in 2023: IAB/PwC data (Marketing Week): By Molly Innes,Senior Reporter at Marketing Week. Overall digital advertising spend grew 11% in 2023 to £29.6bn, according to data from IAB and PwC. Indeed, retail media spend grew 12% in 2023 to £283m, as advertisers looked to tap into first-party data ahead of the crackdown on cookies. These spend levels are expected to increase […] #DOOH #digitalbillboards #digitalsignage

1

🚀 The B2B ad market in the UK and Europe is booming, with spending set to hit €116.5bn in 2024. By 2028, 82% of digital ad revenue will be programmatic 📈 Download StackAdapt’s Guide to B2B Marketing to learn how to: 🎯 Target the right audience 🗺️ Map the customer journey 🔀 Build multichannel strategies 📊 Run full-funnel campaigns 🎨 Design converting ad creatives Read more: https://lnkd.in/edFyGwur #B2B #B2Bmarketing #marketing #digitaladvertising

4

1 Comment

Announcing Teads' new UK CTV Pulse report! Discover how CTV is transforming the advertising landscape in the UK. From evolving consumer viewing habits to innovative CTV Native ads, our report unveils crucial insights. 5 Key Findings: • 21% of UK households have cancelled some streaming services, and 11% have switched to cheaper plans due to cost concerns. • 49% of marketers surveyed don’t fully understand CTV’s key advantages. • CTV Native ads on smart TV home screens can reach 37% of UK streamers with ad-free subscriptions and 30% who watch broadcasters’ content online. • 35% of marketers cite cost as the main drawback of CTV advertising. • 33% of UK consumers watch major sporting events at home via CTV devices. 👉 Click the link in the comments for more insights! #Cannes2024 #CannesLions #CannesLions2024 #BestinGlass #BestinGlassAdvertising #TeadsBestInGlass #Teads #AI #Innovation #Creativity #Omnichannel #UK #UKMarketing #ConsumerInsights #DigitalMarketing #CTV #ConnectedTV

23

1 Comment

"Publisher signals are delivering strong results for advertisers; their solution is available today, so why wait?” says our Head of Advertiser Customer Success, Ned Jones 💡 This is in reaction to the latest IPA Bellwether Q2 Report, which reveals a striding return to growth in UK marketing budgets. Ned sees data collaboration and connectivity between advertisers’ target audiences and publisher audiences as the biggest opportunity for brands to maximise budgets 📈 Read more in this piece by Aimee Newell Tarín for ExchangeWire: https://lnkd.in/eh4uCrXx Innovative brands that work with Permutive are already moving out of cookie-based buying and into leveraging publisher signals. These brands see double to triple reach, increased sales, and reduced CPAs. #PublisherSignals #datacollaboration

21

🙅🏽‍♂️🍪 As advertisers build their retail marketing strategies for the post-cookie era, one key component will supercharge their advertising success... **Drum roll please...** 🥁 👉 Data Collaboration 👈 Hugh Stevens, UK MD at LiveRamp spoke to NewDigitalAge about how leveraging data collaboration can unite datasets from numerous digital and physical touchpoints to drive conversions, long-term brand objectives, and deliver personalised consumer experiences without the need for cookies. Learn more about navigating the cookieless era and making first-party data actionable here 👇 https://lnkd.in/eDMtUZyE #OmnichannelMarketing #DataCollaboration #FirstPartyData

2

Last year, Sky Media UK launched Search Behaviour Targeting, allowing brands, for the first time, to target TV audiences based on online search behaviours 📺. Following strong advertiser uptake, Sky Media has enhanced its partnership with Captify®, the leader in real time audiences and insights fuelled by search intelligence, offering even more granular and bespoke targeting for brands. With 1.5 billion UK searches tracked each month, the number of categories available for advertisers has more than doubled to eighteen off-the-shelf audiences, meaning greater targeting options and granularity. British Airways Holidays and The Ministry of Justice, in partnership with MG OMD and OmniGOV, were first to bring this new product to market as pilot partners.  The Ministry of Justice UK (MoJ) embraced Sky Media’s Search Behaviour Targeting to great success for their Prison Officer recruitment campaign. Using AdSmart from Sky enabled the MoJ to reach households that had been searching online for ‘Jobs’ and ‘Education’ in the last month, combined with regional targeting around key prison recruitment areas. Click here to see how the campaign performed and find out more 👉 https://lnkd.in/erPsK7ST #SearchBehaviour #Targeting #TV #TVAdvertising

76

40% of marketers are expecting an uplift in available budget in the coming year, according to the latest IPA (Institute of Practitioners in Advertising) Bellwether Report. The increase in spend reflects the easing economic backdrop in the UK economy, with strong optimism towards financial prospects in the coming year. Read the story on FP: https://lnkd.in/eyYsrNMz

2

Whilst everyone's talking about Retail Media, CTV and DOOH, we´re talking Virtual Product Placement (VPP). VPP is quietly doing great things and deserves a spotlight as advertisers are seeing value in this space. VPP is gaining momentum due to its subtlety and appropriateness. Instead of an ad which interrupts your viewing experience, shows someone you have no affinity with drinking a can of Coke when you're actually on the Gordon's, VPP embraces what you're watching, finds the best opportunity to show you a relevant product and slots it into the scene. The opportunities go beyond cola and gin: think Dorothy in Oz and her red shoes being swapped for a pair of Nike Air Max to get her home quicker, copyright aside. Mirriad, founded in 2007 in the UK, is a pioneer in VPP, offering seamless post-production integration of branded products into video content, including movies, TV shows, video games, and influencer content, using their patented AI technology. With some big supply side partnerships in the US and LATAM and strong PE investment, they are leading the way. The new partnership with TripleLift SSP opens up the ability to buy VPP advertising programmatically across CTV, VOD and FAST, making it even more attractive. You know it's getting serious when Amazon get in on the act. Their new VPP tool, still in beta, allows advertisers to insert products into streaming content on Amazon Prime Video and Freevee. Let's look at some of the other players: • Ryff – founded in 2018 in LA, their proprietary AI tech inserts products virtually into edited or fully mastered content Last year, they secured a pilot with Comcast Technology Solutions, to develop next-gen video advertising solutions. They raised USD$11.7 million in funding in 2021. • Rembrand – founded in 2022 in California, the programmatic platform enables publishers, studios, networks and agencies to create VPP revenue streams, with AI generated hyper-realistic integrations into post-production digital video. With US$8 million in seed funding last year, it's run ex BlueKai, Amazon, Facebook and Cisco talent. • BENlabs – founded in 1989 in Seattle by Bill Gates, BENlabs is a trusted name in product placement, now with their own custom AI tech to support VPP post-production. With major global production partnerships, they have access to pretty much any platform, studio, or location. • Swappear – founded in 2015 in Hungary, provide vision-based product placement for video-sharing sites, according to the user profile. • SynthnEyes – a BorisFX product, is a camera-tracking system and match-moving application. Whilst not a pure VPP player, the tech is a VPP enabler. • Kinetic Vision – proprietary AR/VR technology, and a leader in the industrial metaverse space. Their VPP tech lets brands place full-size or 3D virtual products anywhere from trade shows to conference rooms. So yes, VPP is a little bit like Oz and I'll be keeping an eye on where this yellow brick road leads. #VPP

2

According to PWC's report for Outsmart OOH the UK revenue for Out of Home advertising in the first quarter of 2024 reached £292 million, marking a significant growth of +16.4% compared to the same period last year. Digital #OOH grew by +22.8% and its share of revenue in Q1 increased from 61% to 65% year-on-year.   Excellent news for our fast growing industry! Wildstone takes pride in leading the transformation of OOH advertising by digitising outdoor media assets throughout the UK, Europe and beyond.   Click the link in the comments to read the full report. #DOOH #OutdoorMediaInfrastructure #oohadvertising #oohmedia

48

1 Comment