By Mike Nutley 2020 was the year many brands stopped talking about advanced TV and started using it. Hilton Hotels used custom-built audiences to reach only their best prospects. SodaStream created 80 hyper-local campaigns, each centered around a particular Boots store. Just Eat targeted lapsed customers among All 4’s database of registered users. Alongside these big names, the fall in TV advertising rates due to the pandemic and the precise targeting available through advanced TV technology has made TV advertising available to smaller brands that had never been able to use it before. So, why isn’t your brand using advanced TV advertising? I don’t Read full story › Source: The Drum...
Read MoreBy Jenni Baker Historically, digital advertising across the open internet has been a great democratising force. It affords consumers choice and free access to top quality content, in the form of news, videos, music and games, while simultaneously funding media owners around the world. But, for the past few years, advertisers have had to negotiate a plethora of hurdles from Government regulation, platform privacy policies and the removal of third-party cookies, in order to achieve relevance in digital advertising today. With the recent announcement from Google confirming that no cookie 2.0 is on the way, the open web and the advantages this space Read full story › Source: The Drum...
Read MoreThe Drum Network’s 10 Questions With… series asks our members a series of questions about their lives in the industry, both relevant and irreverent. This time Tom Jarvis, founder and chief executive officer at Wilderness, answers our queries about his career and what needs to change in marketing. What was your first ever job? My first ‘proper’ job was working in the marketing team at the now defunct and somewhat infamous Revolver Entertainment. At the time it was a pretty forward-thinking film and TV business following a few breakout hits in the UK. I worked with some extraordinarily talented people who have gone Read full story › Source: The Drum...
Read MoreBy Jessica Toonders After almost a year of anticipation, last week Apple implemented its advertising tracking changes. Going forward, all businesses must request user permission to access their unique identifier for advertisers (IDFA). With 80% of users expected to withhold this permission, that presents a challenge for marketers. No permission means no way to learn about shoppers and serve targeted ads via Facebook and other social media platforms. Brands relying on these as their acquisition strategy suddenly face falling returns. To overcome this and continue reaching target customers, marketers must adapt – fast. How marketers can adapt to iOS 14.5 Instead of relying on Read full story › Source: The Drum...
Read MoreBy Sam Bradley As the ad sector in the UK stalls in its efforts to bridge the gender pay gap, we explore how Mediacom and Wavemaker have managed to successfully reduce theirs. Across the UK’s advertising industry, progress on reducing the gender pay gap has begun to stall. But while efforts at some companies and in the wider economy appear to be slowing, held back in part by the economic impact of Covid-19, there are also success stories in the statistics. At the few UK agencies consistently cutting the gap, formalized promotion panels, flexible work for all and strong returners’ policies welcoming Read full story › Source: The Drum...
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