Marcos Angelides

Last week, the UK YouTube team wrapped up its annual YouTube Festival.🎉 Speakers and attendees explored how brands are leveraging YouTube to connect with audiences across all screens and formats, and unlocking the potential of AI.💡 Plus, Marketing Week's Mark Ritson shared his wisdom on YouTube's power to drive both short-term wins and long-term brand building. 🚀 Download our Why We Watch report to uncover the latest research on how audiences perceive content quality → https://goo.gle/48eapzQ 🧠 #YTF24 #MarketingTips #AI

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Brands today can use synthetic audience segmentation and augmentation to maximize their first-party customer insights and overall customer lifetime value (CLV), all while being privacy-compliant. Read the full article by Mi3 and learn how Nielsen is driving more intelligent first-party marketing:  https://bit.ly/3UFed7w ➡️ Hear how marketers have successfully approached approaches data management, personalisation and privacy in our upcoming webinar – Register now: https://bit.ly/48cvuuG

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As UK ad spend surged to £10bn in Q2, 2024, it's important to look beyond the top-level numbers. Whilst this is a great barometer of market positivity, how much of this money made its way to publishers, versus intermediaries or walled gardens? A stronger PubTech ecosystem will ensure that the creators of high quality inventory in the digital space are rewarded and continue to thrive. Andrew Mole gives his thoughts in more detail here - https://lnkd.in/ez87W8Ua #PubTech #UKBusiness #DigitalGrowth

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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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"When you put a team of performance and data people next to a team of culture makers next to social and influence people next to PR and content planners, it offers a very agile way of solving client business problems. That’s what’s really exciting about what we offer". Jo Bacon sits down with The Drum to chat about all things creativity, success and agility. Read the full article here: https://lnkd.in/evHeQMKu

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How should media companies approach AI partnerships? Jose Puga, CEO of Imaginario spoke to BroadcastNow.co.uk and gave some ways media orgs can handle working with big AI companies. With his work at Imaginario AI, they’ve been working with clients like NBCUniversal and Warner Bros. Discovery on how they should approach partnerships while at the same time making sure the industry is not negatively impacted. Here’s what he said: 1. Equal-term partnerships with specialist AI providers: Custom service agreements that can be used by smaller, boutique orgs to sort out copyright issues at the outset and avoid the risk of future legal issues. 2. Enhancing data transparency and model explainability: Detailed info on sourcing, cleaning, storing processes and all documentation available to the public will boost trust over fairness of the model used. Transparency is key. 3. Licensing agreements and using AI tools to speed-up curation processes: When it comes to licensing deals, Jose recommends a cautious approach. Although media orgs may get millions of $$ today for their data from AI companies, there is a big danger of losing way more revenue in the future if its not very clearly laid out how the datasets will be used. This issue becomes even sticker when media orgs have no control over how these models can mimic content and there could be greater loss market share in the future. 4. Establishing Guardrails and Controls: Clear safeguards are needed to ensure your data is protected. Read the T&Cs of AI you're using. For instance, you may find that some AI tools can use your protected IP so be careful what you’re giving AI tools. Adobe recently got into big trouble changing their T&Cs so that they can take users content they create / IP. Being clear about how and when you’re using AI will be very crucial for keeping credibility and trust. 5. Customizing AI models with proprietary data: A growing trend among media orgs is the development of their own in-house specialized AI models through a third party using secure cloud. These custom models have to be trained using proprietary data in secure environments. This can really reduce the IP risks and also would ensure you’re on the right side of the law and ethics. By tailoring AI models to specific needs, companies can have have results, but this approach can be very costly potentially both in terms of time and financial investment.

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🚀Break Through study from our partner ITV🚀 ITV and System1 have joined forces to create a guide for brands entering the world of modern TV advertising for the first time. Covering essential aspects of creativity, media planning, and measurement considerations, this guide offers practical and vital advice grounded in decades of research. We are proud to see our partner doing such great work! 👏 💪 TV remains the largest driver of Profit ROI. 🪄 Even small budgets on TV lead to significant sales increases 🏆A balanced marketing mix yields stronger results in performance advertising than allocating the entire budget to performance alone To know more, read the full study here: https://hubs.la/Q02PhKvh0 #ITV #System1 #ITVBreakThrough #TVAdvertising #MarketingStrategy #BrandBuilding #TVImpact

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🚨 Emperor launches Channel 4's Annual Report. In this year's report, Channel 4 shows that its digital-first strategy is shining through with exciting new content and innovations. In particular, Channel 4 streaming, which hit record-breaking views in 2023. The bold new visual identity that includes fresh typefaces and colours continues to deliver editorial impact that stays true to one core idea: Channel 4 is a distinctive, disruptive and daring force. If you'd like to discuss anything annual or sustainability report related please get in touch via [email protected] #annualreport #annualreports

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The bet #publishers made on tentpole #events and franchises to get #advertising revenue back on track this year seems to be paying off. According to seven publishers, their ad sales teams have been successfully closing more deals for marquee events and editorial franchises, at an earlier pace than last year. As a result, several media execs told Digiday they’re anticipating event revenue to grow this year over last year. In this piece by Kayleigh Barber, we speak to Kelly Andresen of Gannett | USA TODAY NETWORK, Alice McKown of The Atlantic, and Josh Stinchcomb.

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✨ We're hugely proud to be a member of the Advertising Association's AI Taskforce, and even more excited to have contributed to their first report "Advertising and AI: Showcasing Applications and Responsible Use". ✨ Our Innovation & Strategy Director, Dr Alexandra Dobra-Kiel has written the concluding, and ultimately one of the most important chapters of the book, ‘Responsible AI adoption by advertising professionals'. In this chapter, Alexandra explores the complex nature of AI, including its ethical and environmental implications. She discusses the importance of acknowledging the responsibility that comes with using AI and how using the Socratic Method can foster responsible AI adoption by creating both accountability and moral agency. You can read more on this chapter and download the full report on our website 👉 https://lnkd.in/ecM5PNmu #AI #AIAdoption #ResponsibleAI #AIWhitepaper #AdvertisingAssocation #AITaskforce

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In our recent article, Daniel Webb from our UK Tapestry Research office explores why segmentation refreshes are essential to keeping brands connected with today’s consumers and audiences. Just as fans of the music group Oasis have shifted over the decades—from Britpop enthusiasts to nostalgic Millennials and vinyl collectors—consumer preferences evolve, and so should segmentation strategies. Updating data to reflect current attitudes and behaviors ensures brands stay relevant and engage effectively with their evolving fan base. Link to article: https://lnkd.in/eB8k8FJZ #Segmentation #ConsumerInsights #AudienceEngagement #MarketResearch

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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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According to the Advertising Association/WARC Expenditure report, as the UK's ad spend surges to £36.6bn, with over 78% driven by performance marketing formats, it's clear where the future lies. Our Head of Enterprise Northern Europe, Alex Cheeseman, emphasizes the pivotal role of #NativeAdvertising when achieving performance-based marketing goals. Read more on Performance Marketing World: https://outbra.in/4bjEcY3

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🗞 Today's headlines: 🎬 Social video to grow 16% this year ⏳UK Watchdog to investigate Amazon and Microsoft AI 👀 Meta's ad tracking under EU scrutiny Read all about it, and listen to the MadTech Daily, at the link below #News #AI #Meta #research #Amazon #microsoft

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The Future of Media - here's what you missed! This week Croud attended The Media Leader UK's Future of Media London to soak up insights on the ever evolving media landscape. Our CSO, Avinash Kaushik delivered his invaluable keynote on incrementality-centric marketing, sharing crucial takeaways: 💯 Use data to separate opinion from facts: By using the three levels of incrementality (channel-silo, cross-stack and portfolio), CMOs can identify the actual impact of marketing activities over time. 🎨 Never underestimate the value of creative: 60-70% of success is determined by creative, so use tools such as Human Made Machine to test the impact of your creative and therefore "win before you spend". The best media strategy is great creative. ✅ Obsess about persuasion: Media planning tends to be reach-first, maximise the number of people who see your ad. No human wakes up each day wanting to see ads. Persuasion demands an obsession with A. frequency-first and B. the duration to achieve wear-in, in order to C. deliver target outcome. At Croud we plan for A + B, then buy as much reach as the budget affords to guarantee C. Our CMO Dani Jordan also took to the stage to wrap up on key themes of the day, including retail media, incrementality and culture in the age of AI. Want to learn more on how incrementality can transform your marketing? Our report on prioritising and securing investment is linked in the comments below 👇 #FOML

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In a recent interview with Beet.TV, Ben Hovaness, Chief Media Officer, OMD Worldwide shares how OMD is charting a more transparent future for ad auctions in retail media with OMD's Council on Accountability and Standards in Advertising (CASA) and partnerships with the Media Rating Council. Watch the full interview here: https://lnkd.in/e7-Yz65e #RetailMedia #DigitalAdvertising #Transparency

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Remember how Amazon started as a small online bookstore and transformed into a global powerhouse that has changed our lives? AI is on a similar trajectory and set to revolutionise the creative industries. Companies like Publicis and Omnicom are heavily investing in AI to enhance everything from strategy to creative production. These advancements mean faster, more personalised services for clients. Read more here https://lnkd.in/dkx2rK4R So, how can we stay competitive? By leveraging AI to streamline tasks, improve quality, and create innovative services. AI isn't just a tool; it's a catalyst for creativity and efficiency. ---- We are Spark. We help creative sector businesses become AI-enabled one step at a time. Here are 3 ways you can get started: 1️⃣ Subscribe to our newsletter Spark Intelligence to get bi-weekly intel on AI for creatives straight into your inbox. https://lnkd.in/e7KKrXkq 2️⃣ Fill out our 'Gen AI readiness survey' and get some top tips on how to get started. https://lnkd.in/e-36QKGY 3️⃣ Book a 15-minute call to learn about our 2 hour 'Generative AI for Creative Teams' workshop to kick off your team's AI journey. https://lnkd.in/eeZHA48B #futureofai #creativeIndustries"

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