It has been the rule of the game for years: use short-term brand advertising for immediate results and sales activation, whereas long-term brand building – well, it can hardly contribute to any short-term sales. A recent analysis by brand consultant and former marketing professor Mark Ritson challenges this concept and proves that most of the […]

As an advertiser, what would you rather pay for – actual human eyes seeing your content, or software-generated traffic?  If the question seems absurd, think again.   False non-human traffic is a serious issue in the advertising industry and one we have previously discussed, for example here. Various studies reveal that fewer than half of all impressions are […]

Welcome to 2023! Has it been kind to you so far, are you on track with your marketing strategy?  For us marketers, the world of AI, machine learning, the metaverse and the seemingly endless possibilities of technological advancement are fascinating topics that keep us excited – and nervous. Let’s not forget that, above all, we […]

As the end of 2022 is coming closer, can you already feel the thrill of an exciting 2023 in marketing and advertising? There have been so many interesting developments, shifts and turbulence in the world of (social) media, content marketing and consumer engagement throughout 2022 – and we have been keeping you posted on the […]

As a marketer, do you worry that people will tire of your ads? Are you constantly trying to create the “shiny new thing” to keep your audience interested and engaged instead of letting your ads air for long enough?  Many marketers feel stressed having to frequently develop new assets to stay fresh. It turns out […]

As the end of 2022 is approaching, we are getting ready for what’s next for media and beyond. For the second year running, Dentsu International has collectively gathered and published the insights and predictions of all its global media agencies into the ultimate 2023 Media Trends guide for marketers worldwide. Drawing on experts and specialists from Carat, […]

Let’s face it: attention has become the most important metric in today’s advertising world. So much more than a hot topic, it’s a definitive sign of a revolution taking place in the established advertising effectiveness measurement system.  Indisputably, Prof. Karen Nelson-Field, Founder and CEO of Amplified Intelligence, a globally acclaimed researcher in media science, is […]

When measuring results, ROI (return on investment) as a KPI normally comes to mind first. In marketing, it could be misleading though. Byron Sharp calls it a ‘stupid metric…. that can send you broke’. According to Peter Field, it’s ‘incredibly dangerous’. How about ROAS (return on ad spend) then? Tom Roach, a Marketing Week columnist […]

It’s been the status quo for years, the Google-Facebook duopoly in the field of online advertising, with marketers investing their hard-earned ad dollars primarily there. Not necessarily the case for the future, though. Emerging signs of turbulence and new players are challenging the established ecosystem. Intrigued? Check out our selection of highlights from recent analyses […]

Does the imminent cookieless future make you (more than a little) nervous? Welcome to the club. As marketers, we are in constant search of the best ways to tackle such seismic challenges. Want to take control of your campaigns and drive sustainable results? Then read on to explore some interesting insights from a recently released report on contextual […]