Dan Larden

The UK government has signalled its intention to introduce a 9pm watershed on TV ads and a total ban on digital ads for High Fat, Salt, and Sugar (#HFSS) products. These changes could significantly reshape advertising strategies. Key highlights:  📺 HFSS product ads are expected to be restricted to post-9pm on TV, with a full ban online.   🍫 Brand ads, under certain conditions, and non-HFSS products can still run before 9pm.   💡 The 9pm watershed will increase competition for prime post-9pm slots, making it crucial for advertisers to rethink their strategies.  📊 Continuous measurement and strategic planning are critical to adapt. Read our latest blog to discover essential strategies to navigate these upcoming changes and ensure your advertising plans are future-proof.  https://lnkd.in/e7fcCH3C  Bouke de Vries Peter Hanford Nick Waters Lars Noordewier Ruben Schreurs Jide Sobo Mark Gay Christine Kalkar Federica Bowman Nick Pugh Michelle Morgado Nic Pietersma Priya Patel Paul Burgon Faiza Hussain

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If you missed the panel at the Association of National Advertisers Measurement and Analytics conference this month, where Gain Theory shared insights into creative measurement, then check out this piece, where Senior Partner James Dodge delves into why there is a need for a new approach to measuring creative effectiveness. James covers: ⚡ Media optimisation 📊 The benefits of a data-driven approach 🔍 How insights should complement, and not replace, the creative process Check the link in our comments to read more!

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B2B media leaders: Build brands audiences can't ignore Our recent webinar focussed on how B2B editors can create market-leading brands. Business Information Practice Lead Andy Baker spoke to Editors of The Lawyer , Catrin Griffiths and the Health Service Journal, Alastair McLellan on how they have built market-leading brands. Find some of the key takeaways below 🔍 Know your audience: Craft content that resonates with each segment, not a generic mass. 🔍 Fuel subscriptions with innovation: Fresh ideas from your editors keep subscribers engaged. 🔍 Move incrementally: Gradually expand your offerings for a smooth transition. 🔍 Go digital-first (Plan Carefully): Ditch print for a streamlined, modern approach. 🔍 Empower your editors: Attract top talent with strong leadership & autonomy. Watch the full webinar in the comments ⬇️⬇️⬇️

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Despite the latest IPA (Institute of Practitioners in Advertising) Bellwether report showing a freeze in marketing budgets, Alex Cheeseman, our Head of Enterprise NE, sees potential in this moment. Brands that pivot to trusted publishers and invest in video content can build consumer trust and navigate economic uncertainty. Read more on Performance Marketing World. https://outbra.in/48iRpAi #IPABellwether

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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

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🤔 How can agencies adapt to serve the changing role of CMO? Our Senior Provocation Partner Wander Bruijel joined the debate on The Drum to share his views on the matter. He argues that, whilst CMO’s are being propelled to the centre of organisations (or even out of them), there is a danger this will shift their focus to the short-term. Although agencies need to support CMO's in delivering the short-term, he thinks agencies should aim to challenge them to keep their heads out of the weeds. Read more through the link below. ⬇ #bornugly #thedrum #cmo

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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

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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 on the report here: https://lnkd.in/eR4V66ph #BellwetherReport McCann Demand McCann Bristol McCann Leeds

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A lot has changed since the early days of ‘digital transformation’, and marketers are increasingly snarled up in the finer detail of data and tech. Collaboration and partnership remain the way through it all, says Ben Davis https://lnkd.in/eRE3cgsd

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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

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🤔 In an ever evolving digital ecosystem, seemingly obsessed with a reliance on data, has creativity in media been stifled?    To find out, Campaign UK asked industry leaders to weigh in with their opinions, including KINESSO EMEA’s Chief Transformation Officer, Lauren Ogúndèkó.   💡 ‘People react to messages and visuals that resonate with their lives and experiences. Media has the power to capture audiences effectively, but only when creativity is at the forefront. Our MAGNA Media Study reveals that creative quality drives 56% of impact on purchase intent. 'So yes, media not only needs more creativity, it needs to return to being creative-first. In today's cluttered landscape, where highly creative campaigns are 27% more likely to report strong brand impact, the call for increased creativity in media has never been more urgent,’ Ogundeko says.   ➡️ WDYT? You can read the full article by clicking the link below. #PerformanceMarketing #Advertising #Media #AdTech #Data #Creativity #Creative

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https://lnkd.in/eKPGKSDU Profit Ability 2: The New Business Case for Advertising, a significant new study on marketing effectiveness from measurement firms Gain Theory and Ebiquity, along with media agencies EssenceMediacom, Mindshare, and Wavemaker UK, was released last week. The study reveals how #advertising drives #profit over time. Key findings: The just released Profit Ability 2: The New Business Case for Advertising study reveals nearly 60% of advertising profit effect occurs between 14 weeks and 2 years. The 24%-18%-58% rule: 24% of advertising pays back in the same week. 18% of advertising profit impact occurs between week 2 and week 13. 58% of advertising return occurs between week 14 and 2 years. Advertising impact occurs over an extended period of time because very few people are in the market in the next 3 months. Overall, a dollar of advertising generates $5.19 of profit (all media over 2-year period). In the short term, 1 to 13 weeks, advertising generates $2.36 of profit. A dollar invested in #audio (AM/FM radio, podcasts, or streaming), will generate $3.12 of profit within 1 to 13 weeks. Over the entire 2-year period (1 week to 2 years), a dollar invested in audio will return a total of $6.29 of profit. Of 10 media, audio ranks 2nd in short-term return on investment (ROI) and 3rd in overall ROI, beating all digital platforms. Audio is #3 in conversion of investment to profit generated, beating all digital platforms. Audio punches above its weight. At 1% of the media budget, audio generates 1.12% of the profits generated. Audio profit payoff occurs equally in the short and long term. Profit Ability 2: The New Business Case for Advertising is a meta-analysis of econometric benchmarks to understand the short- and long-term payback of advertising to business profit. All of the analysis in the new study was post-pandemic, examining advertising business effects from 2021 to 2023. The study uses marketing mix modelling (MMM) to link advertising spend to incremental profit. Marketing mix modeling is the gold standard for understanding media effectiveness. It’s a statistical modelling approach that isolates the contribution of advertising from other factors that drive a business (pricing, distribution, seasonality, etc.). The 24%-18%-58% rule: Nearly 60% of advertising impact occurs between 14 weeks and two years Via significant media mix modeling and econometric analysis, the study found: 24% of advertising pays back in the same week. Thus, a quarter of advertising’s overall contribution to profit occurs immediately. 18% of advertising profit impact occurs between week two and week 13. 58% of advertising return occurs between week 14 and two years.

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OMD UK's Michael Murray emphasizes how Audience Privacy is now high up on the agenda for brands as they increasingly realise the impact on their own online experiences. Watch the full video with ExchangeWire https://lnkd.in/ezpKjBD8 #programmatic #privacy #IDfreeintent

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Our latest data, featured in VideoWeek, ranks how prepared programmatic marketers are to adopt CTV, retail media, AI and addressability. The findings reveal that UK marketers are generally ahead of the curve when it comes to CTV, and fairly level with other markets on retail media and addressability, but lag behind other marketers in readiness to adopt AI. Check out the article for more insights ➡️ https://hubs.li/Q02CnK490 #ProgrammaticAdvertising #DigitalInnovation #AI #CTV #RetailMedia

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Did you know that OOH has an online sales multiplier of 1.7, meaning for every £3 spent in store due to OOH, £2 is spent online! Brilliant 'Clicks and Mortar' webinar yesterday from GroupM hosted by Tom Jameson and in partnership with Cebr, Clear Channel UK, Global and JCDecaux, unveiling new research showing how OOH drives ecommerce spending plus a deep dive into key categories. As the latest AA/WARC figures show, last year only three channels grew and these included Online and OOH, showing that the two-screen future of Online and OOH has arrived. This webinar is a must-see. #insight #OOH #DOOH

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Great insights from our co-founder Charlie Makin in this morning's The Media Leader UK. Charlie shares his thoughts on the challenges facing the advertising industry, from shifts in consumer behaviour to outdated agency models. A must-read for anyone in the field! #advertising #addressablemedia #addressablemarketing #consumerbehaviour #agencylife #businessstrategy #industrytrends #thoughtleadership

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Marketing mix modelling has given advertisers direct visibility over how media spend impacts business outcomes, so does it have a bigger role to play at the negotiating table? Mutinex's recently joined APAC chief Mat Baxter suggests as much but buyers aren't sold on the pitch. For now, they say that while MMM has a big role to play in the media planning process, audience is the best currency available to trade on. And for IPG Mediabrand's Mark Coad, too much emphasis on the outcomes could see advertisers and agencies paying more if media owners know how effective their inventory is for certain clients. Meanwhile, Baxter poses that the annual rate and marketshare deals struck by media buying groups with media on behalf of their pooled advertiser budgets up to a year out could be stifling MMM by preventing advertisers from shifting budgets based on channel performance. Still, UM's Anathea Ruys says it's not so binary. She argues that the deals "unlock so much more than price", and that there are "ways of being flexible" if ROI isn't up to scratch. UM Australia IPG Mediabrands APAC Rory Heffernan Atomic 212º

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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

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