By Anna Beynon As the first lockdown dragged past the initial two weeks that we had all prepared for, a fast consensus emerged that OOH was advertising’s biggest Covid casualty. And yes, the revenue figures don’t paint a pretty picture. That’s all predictable: the majority of the population were staying at home, so ad spend was being pulled from the big outdoor hoardings. But what’s remarkable is in fact the resilience and agility of OOH, and how the channel innovated its way out of the absolute worst case scenario it found itself in almost a year ago. So while the nation struggles with being back indoors, Read full story › Source: The Drum...
Read MoreBy Robert Webster With the turn of the year, marketers are aspiring to reach even bigger heights in 2021 to keep up with the demand to enhance their customer data capability, following the rush to do it in 2020. Customer data and its use is the biggest differentiator in business and marketing particularly now. It is no accident that the companies doing best globally are the ones who have the best customer programs. From Amazon’s dominance of retail, Facebook’s dominance of screen time, Apple’s loyalty (and now subscription services), Google’s constant connections to how vertical unicorns like AirBnB, Peloton and Uber all tie you Read full story › Source: The Drum...
Read MoreBy Alex Bova Artificial Intelligence (AI) has come on in leaps and bounds since Alan Turing first asked, “Are there imaginable digital computers which would do well in the imitation game?” in his 1950 paper ‘Computing Machinery and Intelligence’. In the 70-odd years since, computers have gone on to defeat chess grandmaster champions (IBM’s Deep Blue vs. Garry Kasparov in 1997), successfully complete the DARPA Grand Challenge in 2005 (race for autonomous vehicles over 100km in the Mojave Desert) and win against humans at Jeopardy! In 2011. AI use in digital marketing is rising steeply While these milestones highlight AI’s rapid progress, the technology is now Read full story › Source: The Drum...
Read MoreBy Sara Barqawi The bike boom has been one of the big trends of the last year’s lockdowns. But when it comes to product design, women cyclists are being given a rough ride. That’s the view of Harbour strategist Sara Barqawi, who sets out here why brands have a huge opportunity to shape culture and sieze market share. We’ve started 2021 in lockdown. Gyms shut. Transportation, discouraged. We want to go places, but we’re stuck in the malaise of a sedentary life. Things are particularly hard at the moment. The population is crying out for a fresh found optimism; a way to safely realise Read full story › Source: The Drum...
Read MoreBy Laura Greenhalgh Most digital agencies are made up of young talent these days. Digital platforms are second nature to young people, and they understand the influence the internet has on consumer behaviour. Young individuals are an obvious asset to any company; they bring creativity, perspective and enthusiasm to the industry. Yet some professionals remain hesitant about working with the younger generations. There are often misconceptions about a lack of motivation, discipline, and experience. Getting the most of your young team takes a different approach to traditional employee management techniques. But, if your company establishes an environment in which young creatives are nurtured, the Read full story › Source: The Drum...
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