Paul Frampton-Calero ⚡️

Insightful deep dive into news mis/disinformation today at Google. As we navigate the largest election year in history, the importance of fact-checking, debunking, prebunking, and fostering media literacy across all ages is more critical than ever.

30

2 Comments

The Rise of AI in Media Spend: interesting article to read! Fascinating stats from GroupM: over two-thirds of global media spend is now influenced by AI. Link to the article https://lnkd.in/dedqeEsV This trend highlights the growing importance of AI in media and soon it will boost its impact via machine generated content. #AI #marketing #media #WARC #Groupm

15

B2B awards can be a lucrative opportunity in many industries. But you need to understand the motivation for awards to construct a profitable business model. Best practice tips in this article. #b2bawards #b2bevents #b2bmedia

5

Looking forward to hosting this conversation this evening in partnership with Microsoft & MagnetMedia discussing how AI can drive positive change in how brands create more engaging experiences for consumers and customers. #CannesLions2024 #CannesLions #AI

17

How do you stay ahead of “mass mediocrity”? A good 'watch out' piece on AI highlights two major challenges: 1) Everyone's using the same LLMs, and it will show in the output—except for a few organisations that can afford their own models. 2) History repeating itself—if we keep going in the same direction, future output will resemble what we’ve already done. It's no surprise that humans will make the difference in the process. But more than that, it will be the innovators and risk-takers who apply AI to move the game forward—same as it ever was. Another way to safeguard against this sea of blandness is through testing. Much of the content we see isn’t awful*—it's just average. And that comes with a cost. If you haven’t seen The Cost of Dull research by Peter Field, it’s worth a look. With content increasing exponentially, the cost of dullness will rise—not because creating more digital landfill will drive up costs, but because effectiveness will drop off a cliff. As a result brands will need to push harder to create content that truly moves people and spend more on media to reach them. The ones we see succeeding understand which emotions work hardest for them—those that drive upper or lower funnel outcomes most effectively and grab attention and keep it. Or, they choose to explore a different emotional palette, stepping away from the norms and finding that "zig when they zag" moment. Ultimately, they’re using creative data to their advantage—not only to improve content but also to model it against actual sales data, predicting and improving hard metrics. *Recent research we conducted at DAIVID 🦩 revealed that a staggering 24% of content created by brands for TikTok is having a negative impact on consumers. https://lnkd.in/eJQxXptR

1

On 10th October I’ll be speaking alongside Google at the CMO’s guide to Peak Performance, where we’ll be demystifying data and setting the scene for a redefinition of peak.   I’ll be speaking about attribution – why we can't measure everything, why you need to invest in the upper funnel and how to find more of your valuable customers.   Tickets are selling fast, so to get yours head over to the link below asap – all ticket proceeds go to mental health charity Bristol Mind.   Hope to catch up with you there!   Get your tickets here 🔗 https://lnkd.in/eiKTAN-w #PerformanceMarketing #LaunchOnline #CMOGuideToPeakPerformance #UpperFunnelStrategy #DataDrivenMarketing #MarketingInsights

21

1 Comment

Our annual Signals report is a must-read for anyone interested in consumer insight trends. This year we explore The Prosperity Paradox, Anchoring, Cultural Fragmentation and (of course) Generative AI. Download via the link below and let us know what you think...

25

I really loved this OpEd by Jim Spanfeller. Global media at scale behind holdcos, black boxes, walled gardens, or "AI" and MAX+ product names du jor is broken. A vestige of the past. It will always have some place to be sure, but it will no longer be the leader with advertisers who care about where the money goes and how it reaches consumers. The future of ad tech is local. Reigniting publisher and buyer relationships which have stood since before the internet, private equity, management consultants. Real people connecting real brands to humans with the power of technology, supporting real publishers and local communities. And having fun while we do it. 😎 This was my favorite part: "What are the chances that change will come and Google will actually be broken up? The likelihood is very high. Google has not been playing fairly for some time. It’s a classic case study for why we have strong guidelines around monopolies. And it’s not the only platform in need of reform. While a Google breakup could present short-term challenges for premium digital publishers, it would, at the end of the day, offer substantial opportunities for increased revenue, improved search traffic management and greater control over content distribution. Publishers will need to adapt, as always, to the changing landscape and explore new strategies. But most will undoubtedly come out in a much better place. As will marketers! Injecting government control into open markets is always dangerous … unless, of course, you are dealing with a monopoly. And the idea that Google is not a monopoly in search and advertising is farcical." Anything is POSSIBLE Obligatory tag Ali Manning Adam Heimlich Joe Marino Vinny Rinaldi Arielle Garcia Joshua Lowcock Kamran Asghar

17

3 Comments

An excellent 20 minutes on B2B marketing. John Dawes from the Ehrenberg-Bass Institute makes some really interesting points on the 95:5 rule of B2B marketing, mental and physical availability, CEPs, memory cues and what all this means to B2B marketers. https://lnkd.in/gcD82x_Z #b2b #b2bmarketing #marketing #CEP #EBI #mentalavailability #advertising #advertisingeffectiveness #marketingscience 

7

What are the best strategies for running successful Q4 campaigns? With the holiday season fast approaching, advertisers must create campaigns that not only stand out but genuinely connect with their audiences. 🤝👥 Marko Johns, Managing Director at Seedtag UK, joins the other IAB UK members to share his advice for standing out from the crowd, authentically resonate, and maximizing campaign impact. “Understanding that the rush to Black Friday and seasonal shopping starts earlier and earlier each year really is the key,” Marko says. Read the full article here: https://lnkd.in/etTaFnw9 #SeasonalShopping #ShoppingSeason #AdTech #BlackFriday #Insights

8

Imagine being able to access location-based sales data to understand the top 100 areas for sales of products like yours. And then imagine being able to translate that knowledge into a media plan. And map it against retailers. And then buy that media. Report on it. And measure it. That’s what our MasterCard data partnership allows us to do in the Taptap Digital DSP. Everything happens somewhere. #LocationMatters

18

3 Comments

Netflix streaming was one of Amazon Web Services (AWS) early success stories and proofs of concept (I'll drop a link in the comments). "Amy Reinhard, the company’s president of advertising, was clear: Netflix will roll out a proprietary ad tech platform by next year." Could Netflix in-house #adtech be the next Netflix <> AWS collab? There's history there and this could be a major win for proving the value of AWS for Advertising out in the wild... #adtech + #cloud = 🔥

24

1 Comment

People are an important piece of a strategy. 💡 People are how you get from strategy to tangible wins. 🙌 Before you make changes to a team, it is critical to assess the skills of your existing team to uncover skill gaps and/or under utilized skills. Bonus: You can use a skills assessment to align your teams with the work they love to build happier teams. This simple step will help you structure your team for success and fill in with fresh talent or freelance and vendors where needed until you can scale internally. #teambuilding #teamdevelopment #brandstrategy #marketingteam #creativeteam #leadership Mahdlo Executive Advisors

16

3 Comments

Pinterest Insights for 2024!⚡🛍 As we prepare for the festive season, brands are ramping up their efforts to capture the attention of holiday shoppers. One platform standing out as a hub for consumer inspiration and purchasing decisions is Pinterest, where a new breed of “High-Action Festive Shoppers” is emerging. In my latest blog post, I break down the key insights for the 2024 holiday season that should guide your campaign strategy and maximise your return on investment this year. If you want to learn more, take a look below.

21

2 Comments

Which online channels are winning the hearts and minds of voters across the UK? Some key findings: - TikTok more confusing and less likely to be trusted. - Negative emotions can really play a key role in driving people to action - With TikTok voters being bombarded with fake AI content and misinformation, it becomes even more important that parties don’t just use the social platform to attack their rivals, but also look to inspire people. If you want to know more about DAIVID 🦩and how the research was conducted, get in touch.

5

Fascinating chatting with Adrian on the invisible psychology barriers of snobbery … and its role in business! How much of a snob are you?! Take a look at the Forbes article below.

16

3 Comments

A look at the latest AA/WARC report (full & sample report links in the comment): 𝐔𝐊 𝐐𝟐 𝐚𝐝𝐬𝐩𝐞𝐧𝐝 𝐬𝐭𝐫𝐨𝐧𝐠𝐞𝐫 𝐭𝐡𝐚𝐧 𝐞𝐱𝐩𝐞𝐜𝐭𝐞𝐝 https://lnkd.in/ebYey3qU UK advertising recorded £10bn spend during the second quarter of 2024, marking a 13.4% year-on-year increase, according to the latest Advertising Association/WARC Expenditure Report. 📈 UK advertising spend is currently expected to register annual growth ahead of key European markets, such as France (8.0%), Spain (5.7%), Italy (5.4%) and Germany (4.0%) in current prices. 📈 Online formats including search and social media continued to register strong growth. 📈 Meanwhile, TV saw its best performance in over two years. 📈 IAB UK data revealed that mobile spend grew almost three times the rate of non-mobile spend, at 22%. Read a summary piece here: https://lnkd.in/eCnhc8q5

12

2 Comments

Big announcement from Open AI today - their new GPT-4o (the o stands for omni) blends text, audio and images in near real time, meaning when you speak to it, the reply will be as fast and nuanced as a human. The demos are insane, and brings us closer to the ‘always available’ assistant. 🙌🏽 https://lnkd.in/ekBjtU3D

19