News Archives

Confidence and Connection: The Keys to Brand Success This Year

As we look to the future, the path forward is clear: focus on the customer, adapt with purpose, and create value that resonates in a rapidly changing world.

How in-House Advertising Teams Can Make the Most Telco Insights

With any in-house advertising planning models, the platform approach to integrating and utilising data is critical. Key to success will be finding a platform with the coverage required to ensure accurate campaign planning and the cost points needed for the business case to stack up.

Driving Consistent Data Standards Across Global Enterprises

By addressing the people side of change, organizations can increase the likelihood of successful implementation and achieve their data management goals.

2025 Trends: AI’s Rise, Privacy’s Reign, and the Next Wave of Advertising

As 2024 draws to a close, it’s always instructive to pause and think about what the next year might hold. Here’s my take on what we can expect to see in 2025.

The “RFK Factor” Risk to Brand Equity

There is no time to waste to manage the potential risk of the “RFK factor”. The time to prepare for this C-Suite level risk is now.

What 2024 Taught Us About CTV Advertising

The lessons of 2024 highlight the importance of agility, innovation, and a consumer-first approach. For those who can adapt, the rewards will be significant. For those who can’t, the streaming wars will leave little room for complacency.

Media Buyers Can Drive Incremental Performance with a Focus on Creative

When creative and media teams have a collaborative relationship built on testing innovations and measuring lifts in performance, they can create a positive flywheel that powers higher performance now and in the future.

Retail Media: Why Advertisers Need to Address How Different Teams Collaborate to Ensure Success

Retail media is a fast-moving environment that requires advertisers to adapt as the market evolves if they are to achieve hoped-for outcomes.

Media Networks: How Innovative Tech Can Help Optimise Returns For Platforms and Brands

While media networks – whether RMNs or in an adjacent sector – are part of the puzzle for brands to figure out, they need to develop a more holistic approach to how they drive conversions across all channels.

The Good, the Bad, and the Possible of GenAI for Video Advertising Heading into the New Year

While some not so great applications of GenAI have emerged over the last twelve months, we shouldn’t let those detract from fundamentally changing how we aspire to reach audiences in the future.

Why Understanding Generational Values Is Key to Modern Marketing Success

By analyzing data-driven insights, marketers can quickly determine which content is making the biggest splash — and go on to create more of it for stronger acquisitions.

Predicting 2025: The Proliferation of Media Networks, Outcomes, and the Continued Ascent of Streaming. Oh, and AI

As always, we’re bullish about the future of advertising. Improvements in technology will bring greater efficiencies, and developments in content delivery will continue to offer both advertisers and consumers more choice.

The Old Spice Guy, Pillsbury Doughboy and Heinz Wiener Dogs Tease New Instacart Super Bowl LIX Spot

When Instacart announced in November 2024 they’d be dropping their first Super Bowl ad in 2025, nobody anticipated the teaser would feature an all-star lineup of mascots.

Group Black and GenTV Redefine Entertainment with a Game-Changing New Partnership

In an era where content consumption is rapidly evolving, Group Black is making a bold move. The media company, dedicated to amplifying brands engaging with the New Majority, has announced a groundbreaking multi-film partnership with GenTV, setting the stage for a new era of entertainment distribution.

Storytelling in Modern Marketing 101

When done effectively, storytelling transforms a brand from a faceless entity into something relatable, emotional, and memorable.

Top 10 Forgotten Breakfast Cereals (and Mascots) of the 1970s: A Nostalgic Crunch Through Time

Looking back at these forgotten cereals, it’s clear that the 1970s were a playground for experimental flavors, wacky mascots, and marketing gimmicks that truly went for it.

US Politics Will Not Stall Sustainability in Media & Advertising

No one in the ad industry wants to see this happen and the collective movement towards carbon reduction will continue with or without government support.

Optimize for Outcomes, But Only the Ones That Matter

True accountability goes beyond clicks and site traffic. It means aligning with business outcomes that drive long-term growth and brand equity.

The Advertising Playbook: How to Create a Winning Strategy Using Next-Gen Stats

The successes of today’s biggest brands illustrate how next-gen stats can inform smarter, more effective advertising strategies. The lesson is clear: brands that embrace these insights gain a competitive edge in today’s crowded media landscape.

How To Improve the Quality of First-Party Signals With Tagging Audits

Maximizing the quality of first-party signals through regular tagging audits is a way to enhance the effectiveness of performance campaigns, especially as we move away from third-party cookies. Embracing this practice and performing quarterly audits will help brands to stay ahead and truly connect with their audience.

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