Dan Hesmondhalgh

The use of AI to deliver strategic insights provides a competitive advantage to brands as well their retail partners. Couple this with the opportunity it provides to deliver personalisation with real purpose to improve customer experience across all touch points and you have a real game changer.

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Gen AI means more reputation risk Generative AI is revolutionising the process of creating communications content. And it's directly changing media consumption habits, accelerating the disintermediation of mainstream media and facilitating the rise of alternative content sources. Meanwhile the proliferation of synthetic media content has negative implications for trust and authenticity. AI-generated content is blurring the lines between reality and fabrication, challenging traditional media’s role as gatekeepers of trusted information.  In this short piece, I argue that 'Gen AI’ is therefore massively raising the threat level for brand reputation risk. All thoughts welcome. https://lnkd.in/dPNRiMiK

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Are challenger brands winning in the UK market? This is a question that comes up weekly. Through our partnerships with Circana and Kantar, North Star have unique insights into the sales performance of every brand in the UK, along with the key drivers of this performance. We not only track performance but also benchmark against competitors, categories, and brands targeting similar shoppers. While this data may seem overwhelming to some, we find it invaluable. It not only informs us about past performance but also guides us on strategies to accelerate growth in the future - truly valuable insights! Here are three key trends we are currently observing: 1. Challenger brands striving to reach their first £1m in annualized retail sales are facing challenges due to buyer reluctance in opening up distribution. However, within impulse categories like crisps, snacks, drinks, and confectionery, challenger brands are excelling and surpassing market leaders. Very exciting and lots for brands in other categories to learn from! 2. For challenger brands with annualized retail sales between £2m-£5m, growth is outpacing that of brand leaders in most categories, signaling a shift in shopper behavior and category dynamics. This presents a unique opportunity for brands in this range to leverage insights for sustainable scaling and long term change. 3. Brands between the £10m-£15m mark face tougher competition, with brand leaders generally outperforming challengers. While scaling from this point is challenging, there are clear examples of challenger brands successfully achieving it, highlighting the possibilities ahead. Stay tuned for an upcoming detailed report on these trends. Feel free to reach out if you're interested in learning more in the meantime. #ChallengerBrands #UKMarketInsights #BrandPerformance #RetailSales #MarketAnalysis

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Live on stage at the Future of Brand in London Matt Bryan leads a discussion with ISBA Bobi Carley and LongTerm Digital Jonathan Longhurst on the TV Advertising landscape! Today they discuss the importance of breaking down silos so that brands can capitalise on the new data rich data landscape and optimise their total TV Strategy. #FOB #samsungAds Samsung Ads Europe

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A great summary of what trends might lie ahead for #MarketingProcureemnt over the next year. There's a focus on core Procurement issues in Tina Fegent (FCIPS)'s list and I'm seeing a lot more attention on retail media and transparency. In-housing has been around a long time and is big in the USA. it will be very interesting to see if the increased adoption of AI shifts brands to move more creative and production work in house due to the time and cost savings offered.

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Delighted to be representing GreenJinn | B Corp™ in attendance at yesterdays IAB UK's Retail Media Upfronts event and hearing more about how the different retail media networks view the growing convergence of retail and digital media. SMG Opened the event highlighting: 1) that shopper mindset and store format is essential in considering your instore media activation. 2) incrementality can be achieved by capitalising on seasonal moments. 3) digital channels drive greater sales versus traditional/in-store sales. Key to this is ensuring a standardised test & control methodology. Nectar360 Spoke to the importance of understanding the voice of the customer and that retail media is additive to the customers retail experience. The shopper journey is no longer linear, so brands need to be creative in how they drive customer engagement through connected interactions. Owing to the growth of retail media, an unintended consequence for brands is that it's now very difficult to connect performance across all players. Brands are on averaging working with over 25 media partners and therefore a standardise measurement solution is needed. Uber Eats This might surprise you, but I have never used Uber. As such, it was a pleasure to see plenty of examples on how Uber is delivering retail media experiences to it's audience. What stood out the most for me however, despite the vast volumes of data at Ubers disposal, you don't need a lot of data to be effective. Sometimes you only need to know that someone frequently buys pizza and lives in Lincoln, that it's about providing real time magical moments, targeting someone on en route to the airport. In short, contextualise the moment! Tesco Media and Insight Platform Focused on how brands need to flip the relationship with a shopper. Insights shared included that more than 5 out of 10 shoppers don't repurchase with a brand. Instead of brands trying to win back lapsed shoppers, its about understanding how to best retain shoppers that are most likely to stop buying. ASOS.com Showcased how to best engage with Gen-z audiences by building strong brand partnership that emphasises the unique characteristics of that brand and delivering creative solutions and events across social platforms. Ocado Ads Closed the event focusing on innovation. Championed how Ocado has fostered new retail media solutions that we now take for granted, and announcing new solutions that will become the norm such as the introduction of their self service capabilities for clients and their launch of Audience+ to enable brands and agencies to better plan and buy media built from Ocado first party data. Summary Overall, the event was great and I'd highly recommend for next year. Perhaps owing to my Videology days, I expected something more in way of new announcements from an Upfronts event. Highlighting solutions that solve for the challenges faced by brands today. #IAB #iabupfronts #retailmedia #commercemedia #shoppablemedia #commercemedia

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Join inQuba + Cadena Growth Partners in an exciting live webinar on 13th November 11am SAST. We're thrilled to welcome Imke Dannhauser from Google + Tim Mitchell of Cadena to explore how brands can drive growth by truly understanding consumer behavior. 🔍 Webinar: Realising the Value of Consumer Insight This session will unpack the power of Consumer Behavior and Behavioral Economics—two critical lenses for effective marketing that drive real results. We'll delve into how cognitive, emotional, and social factors shape customer decisions and, ultimately, impact sales. 👉 Don't miss out! Gain valuable insights and actionable strategies to elevate your approach to customer engagement. https://lnkd.in/dqH5r699 #CustomerInsight #BehavioralEconomics #ConsumerBehavior #inQuba #CadenaGrowth #Google #Webinar #Marketing #CustomerEngagement Trent Rossini #inqubajourneymanagement.

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What's happening in the UK 🇬🇧 #InfluencerMarketing industry? We asked some of the UK’s top experts to share their expertise ⬇ Read the full article here 👉 https://bit.ly/3QUrIP1 The UK market is thriving (source Statista): - 930 M£ in 2024 (vs 470 M€ in 🇫🇷, and 650 M€ in 🇩🇪) - 98k KOLs with +5K followers on Instagram (+33k vs 🇫🇷, and +45k vs 🇩🇪) But behind the scenes, there’s a lot of confusion and mixed signals floating around 💥 In a nutshell: 📈 Brands and agencies are still hung up on surface-level stats ⚖ There’s widespread confusion around rules and regulations 💎 Nano and micro #creators aren't fully clued in on what brands want 💷 Misunderstanding around payment rates and fees Thank you for your contribution 🙏 : Andra G. Dorolti from CurrentBody | Mischa Joslin from summer. | Martyn Sibley from Purple Goat Agency | Scott Guthrie from Influencer Marketing Trade Body | Ore Akinniranye from Kolsquare I B Corp™ And you, do you share the same findings? You can read the full article here 👉 https://bit.ly/3QUrIP1

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Long-time client and true product ambassador Alex Adamson at SECRET SALES pioneered our brand-new gifting campaigns feature at The Cirqle. Results Achieved: 💰 Cost Savings: Streamlined influencer partnerships, reducing overall campaign costs. ⚡ Efficiency Boost: Improved operational processes, leading to faster campaign execution with 26 influencers, in a matter of days. 📈 Revenue Growth: Identified top-performing influencers who significantly drove sales at an avg. RoAS of 16X(!!!!). Find true authentic ambassadors who drive revenue for the business while saving costs, boosting efficiency. This can be a unique strategy for more established brands to get UGC with influencers while driving performance.

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There’s never a dull moment in adLand. In the past couple of weeks, we’ve had yet another update from Google about changes to come… or not!   While third-party cookies may continue to exist within Google’s Chrome browser to some extent, even what may end up being in a limited capacity, it doesn’t mean the digital ecosystem should “down tools” and revert to thinking it’s “business as usual,” as it was before Google announced their looming changes back in 2020!   At KINESSO, we have been and will continue to support clients across Mediabrands, helping them mitigate their media investment risk against the ever-declining presence of third-party cookies and non-durable data.   With many of our services, from Emerging Tech Assessment to Data and Tech Audits, we help tailor solutions to navigate this evolving landscape.   Click here to read our recent blog post, which I co-wrote with Jack Newman, our Data & Technology Partner, EMEA I couldn't be more proud of our P&I / D&T team... to list just a few as there are too many amazing, smart folk to mention: Kunal Patel, Ksenija Nikolic, Diego Bettega, Chris Schimkat, Louis Sussan, Ariel Ilagan, Aldo van Hedel, Yerddy M Lanfranco, Kunwei Lin, Bobby Heller, Nikhil Dhawan, Deborah Balme, Yasmin Baker, Geoff Copps, Martin Beauchamp

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Key trends shaping email performance in 2024. The DMA (Data & Marketing Association) UK Benchmarking report is now out. And for the first time launched with a summary and context of findings from Ian Gibbs as well as a really interesting panel discussion. ▶ B2B delivery rates have plummeted ▶ Open rates have a 'new normal' average with the impact of Apple's MPP ▶ B2C click rates have increased with utilities showing a significant spike As a member of the research hub for the Email Council, it's great to see this work published - and always nice to see your considerations agreed with by fellow members. To get a copy of the report go to dma(dot)org(dot)uk/research _________ 📧 Email is easy. Great email isn't 🏆 I help double CRM performance for brands (and their agencies) YoY ✔ Follow me to find out how

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More and more advertisers are adding Programmatic Digital Out of Home into their omni-channel mix. In our latest Clear Channel UK whitepaper, a collection of industry experts share their thoughts on how they are using Programmatic Digital OOH, either to compliment their existing OOH plans or to bolster their overall digtal strategy. Get the full report ‘From Cookies to Cohorts in Context’ on the link in the comments. 👇 #outofhome #programmatic #prohh

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🛒 What is the ceiling on retail media? Apparently, Tesco has predicted that retail media will overtake TV advertising by the end of 2025. That's a very bold claim. I spent years at Facebook selling the idea of personalization at scale to brands. The unique data & insights we had around someone's real identity was purported to create the most powerful targeting in advertising. While there was some truth to that, we always used to suggest adding custom audiences to brand campaigns from 3rd party data providers to enhance the targeting. The most desirable 3rd party data came from purchase behavior, which was seen as the most superior form of data. What someone has bought in the past indicates more about what they will buy in the future than any demographic, psychographic, or interest/affinity data. The people in the world with the best purchase history data are retailers--putting aside banks and card companies. As retailers wake up and realize the power of their data is actually a form of market leverage, it's likely that massive amounts of ad spend will shift to retail media next works. Whether people receive messages through online or in-store channels, there is literally no better time for someone to be exhibiting purchase behavior than when they are in a retail store. That said, the retail media & advertising businesses of brands like Tesco, Walmart, and Kroger are still fairly new. Compared to social media however, traditional brand and media teams intuitively get how advertising works in retail, so I expect the growth of retail media will happen at an even faster rate of adoption than the early days of social media. #retailmedia #marketing #advertising #tesco #media #target #walmart #kroger https://lnkd.in/esQbVgGt

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Download and read this now - if you care about which marketing $ is driving profit back into the business .. then start to focus on what ad is being looked at! "Simples"

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🚀 Black Friday Insights: UK vs. Germany 🇬🇧🇩🇪 1️⃣ UK Trends Search Peaks: "Black Friday deals" saw the highest interest on the 21st and 22nd—surprisingly tapering off even on Black Friday itself, dropping to around 30 in search frequency Product-Specific Focus: Shoppers moved away from generic searches, honing in on specifics like LEGO (a top search term all week), PS5s, air fryers, and electric toothbrushes Fatigue Factor: By the end of the week, interest dropped—suggesting the UK audience may have experienced "deal fatigue" 2️⃣ Germany Trends Brand Power: Instead of "Black Friday deals," consumers searched directly for brands like LEGO and Ninja, both leading the way on Black Friday and even earlier in the week Less Hype on Fake Friday: Black Friday buzz was notably quieter in Germany during pre-event promotions 🔍 As deal fatigue sets in, brands might need to rethink strategies to sustain interest throughout the week #amazonagency #amazon #amazonadvertising #amazonvendor

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Looking for more candid in-depth insights on UK retail media post MAD//FEST? I interviewed 4 industry leaders at the event which you won't want to miss.. Tune in to these different, insightful perspectives from Ollie Shayer Boots Media Group, Dean Harris of Co-op Media Network along with Jill Orr who leads Criteo for Europe and Carl Carter who leads Circana in Europe. Watch this video interview now covering a lot of ground in 40 minutes: * How we ensure a sustainable, long term industry * What the key drivers of growth are in UK Retail Media * The differences between UK and US * How operating models are changing on the brand side * What needs to improve on the measurement side * What needs to be reset in retail media https://lnkd.in/etBA-rT5 #TimeForAReset #RetailMedia #Marketing

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