William Keggin

Trust is advertising has improved albeit from a very low base. Although media remains at 26% and on par with government (which given the current state of UK politics certainly says something). Trust is the hardest to build and the easiest to loose. We talk about it a lot with the clients we work with as it's so essential for brands. Advertising quality remains a key driver "Chiefly, whether a consumer finds an ad enjoyable is most important to creating trust. Other main reasons cited for trusting ads include whether the ad provided useful information, whether there existed a clear value exchange for viewing the ad and whether it made some social contribution" On the other hand, bombardment remains the biggest challenge to it "The feeling that ads are not only seen too frequently but also get in the way of enjoying the content they are bought against. Additional distrust drivers include whether ads target vulnerable groups, issues related to data privacy and targeting, and advertising deemed “unhealthy” to people or the environment. So good to know things are improving, but essential with the rise of AI and automated creative that we keep the user experience of the consumer as a priority. Otherwise the small gains will evaporate in a flash. It's something we've been really leaning in on at DAIVID 🦩helping advertisers measure creative quality quickly and at scale so they can measure all of their content. For our media partners we are helping with best practice creative playbooks for new formats that get the UX right.

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Just 2 more days - will I see you in Köln? I'll be there with the Digiseg team. Curious about any of these, get in touch! ➜ Cookieless targeting that scales ➜ Adding real-world data to your 1P audiences ➜ Simple, cost-effective campaign measurement

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Media Marketing Compliance helped the Association of National Advertisers study the market for 'Principal' (or 'Proprietary') Media, and the results have landed. The report is incredibly thorough and provides great guidance for advertisers. While not a new phenomenon, PM is increasing dramatically and becoming a much more controversial way for Media Agencies to make extra profit at the expense of transparency into their true revenues. Advertisers should take a firm view on whether this is in their best interests.

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This is a very well-informed and detailed examination of the complex and murky area of 'principal-based' media buying with particularly insightful comments from Ruben Schreurs It shows just how difficult it is for Advertisers to truly know what is going on in their name and with their money, so seeking independent advice, the tightest contractual terms and the most thorough audit rights are all vital to avoid the many elephant traps. But why has the world of media reached a point where the advertiser has to count their fingers after they've shaken hands with their media agency? Radical new approaches to accountability and transparency are needed, but these have to include a grown-up discussion about terms of business. We can't get to a point where fees are zero and all the margin is made on media trading, surely?

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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

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In the latest episode of the IAB UK podcast, Dave S. sits down with Sophia Haynes and James Chandler to talk about the IAB's newly launched Environmental Sustainability FAQs, it's rationale, and how we at GroupM UK are using them day-to-day. Listen here 🎧 https://lnkd.in/eTDyKXGD #GroupMUK #Sustainability

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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

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Brilliant bit of thought leadership from Oliver Mead here on the opportunity cost of not leaning in on clean rooms and Amazon Marketing Cloud in particular. To quote the man himself: 'Across EMEA, as major publishers commit to 3rd Party Cookie depreciation over the next 24 months, 1st Party Data and the use of Clean Room solutions are going to transform the way advertisers build media strategies and optimize campaigns. Moving quickly to better understand and utilize clean room solutions (such as AMC) is especially important within EMEA when you look through the lens of GDPR / privacy regulation and how future changes in the media ecosystem will impact advertisers' capacity to understand the shopper's path to purchase.' Hitting the nail on the head 🔨 - fantastic work Oliver Mead Link in the comments below 👇

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The news is always at its most interesting when it challenges our assumptions. The IPA (Institute of Practitioners in Advertising) reminds us in ad land of the importance of checking our bias; it is so easy to slip into using short cut stereotypes. Our most recent data on young people aimed to check in on a few classic myths that exist around young news readers. So have you seen the news!?! Turns out young people read A LOT of news.

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No surprise to read late last night that Google has once again decided to delay the roll out of Sandbox. The feedback from IAB Tech Lab was that it wasn't ready and would have taken a huge amount of effort and resource to launch it within their timelines; timelines that included a potentially troublesome Q4 for all. 30% of all browsers in the UK are already cookieless. When you look at mobile that figure rises to almost 50%. At Adform, we continue to focus on a neutral multi-identity based approach to addressability that is simplified and scaled by ID Fusion. We've been leading on identity for years and are ready and able to help you start testing high-performance alternatives. It's not for the industry to wait for Google to tell us when to find a solution. The time for testing is now. #adform #cookieless https://lnkd.in/epfXwN7N

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The latest Google 3P Cookie delay changes nothing but CvE - Marketing Consultancy would encourage brands to leverage this as a behavioural 'nudge' to accelerate plans to adapt their measurement and targeting strategies. Think of it like an insurance renewal policy letter..you ignore the first few and then often you are punished by inflated pricing for not acting earlier... Thanks Marketing Week for including my comments in this piece published today on the topic plus see below for some of my other perspectives. The Competition and Markets Authority is still looking for feedback by June so that timetable has not changed. What is becoming evident is that those involved in the Privacy Sandbox process are getting increasingly concerned that Google will bias the design, governance and roll-out to benefit themselves. IAB has been very clear on behalf of its members that it is expecting these issues to be dealt with and resolved. The other thing I mentioned in my chat with Marketing Week is that CMO's would do well to remember that everything Google does has a clear and well rehearsed commercial motive. Google's off-network revenue is rapidly declining whilst YouTube is growing so spinning off their ad server and changing measurement would work in their favour (shifting budgets from their network to YouTube which has higher margins) and helps to handle the complexity of the DOJ investigation. As Eric Seufert eloquently puts it: "Google is not a monolith but a confederation of fiefdoms that don't necessarily interface effectively" The Google Chrome Privacy Sandbox team and the Google Ads team do not even appear aligned internally on their stances but rest assured those at the top also have multiple scenarios ready to protect their revenue and margin. Google has also confessed to manipulating their pricing to benefit themselves in court so any CMO or CEO should apply caution to any advice provided by Google themselves. There is a major argument that says this whole Privacy Sandbox process has just been for show. It would suit Google for someone else to solve the industry measurement issue that 3P cookie erosion creates for them as my colleague Fiona Davis often says... Thanks Grace Gollasch & Russell Parsons for including my comments in your piece.

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Riding on Will McMahon coats tails as always ;) But a few thoughts from us on the future of SVOD advertising and of course how our brands may best use these new commercial opportunities. Give it a read and let us know your thoughts!

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Ecom Brands: 10 Common Data Issues We Come Across 1/ Attribution Missteps Relying on outdated MTA tools or last/first touch attribution instead of contribution and incrementality models. This can lead to wasted ad spend. Start with simple geolift (MMT) and hold-out tests to measure incrementality. Understand that not all channels can be tracked w/ click-based tools. 2/ Pixel Problems Incorrect, duplicative, or missing ad pixels lead to inaccurate data collection. Audit your pixels monthly for accuracy. GA, Meta, Google, TikTok, Affiliate platforms, etc. 3/ Server-side Tracking Not using server-side tracking, resulting in signal loss and hindering ad optimization. You can be losing 20-30% of your conversions w/o proper SS setup. 4/ Excel Hell & Reporting Inefficiencies Manual and infrequent updating of reports, often trapped in spreadsheets. Automate common reports. Even basic KPIs updated daily for the team will be a big win. 5/ Product Catalogs are Stale Bloated or incorrect product feeds with outdated information and mismatched pixel data. Audit your catalogs frequently. Segment your feeds. Setup alerts. Use a centralized feed source or vendor to streamline updates. 6/ UTM Inconsistencies Poor campaign and UTM naming standards make performance breakdowns difficult. Create a standards document and ensure that all your marketers and agencies use it religiously. 7/ Customer Data Fragmentation Lack of a single source of customer truth, with customer and 1P data spread across various systems. Start to ingest your 1P data into a data warehouse. You should own and know how to govern your customer data. 8/ KPI Blindness Limited understanding of critical metrics like New Customers, LTV, MER, Contribution Margin, CAC... Knowing which to use and when. Understanding driver trees and ensuring your team knows the key metrics for their channel. 9/ Inaccurate Forecast Failures Poorly constructed forecasts or a complete lack of forward-looking projections. Even a basic forecast, shared across the team will help. 10/ Data Silos Isolated data and poor transparency across different teams and departments. Centralize datasets, KPIs and reports where possible. Better communication and data access. The good news is that fixing these issues is 25% technical cleanup and 75% education/process improvement. What other data challenges do you face in your e-commerce operations? #ecommerceanalytics #dtcmarketing #measure #ecommerce

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We're in the countdown phase to ProcureCon Europe Series in London on June 4th and 5th. Media Procurement is now a vital discipline within advertisers, especially with channels such as Retail Media, Digital Commerce and Connected TV exploding. These present new opportunities and risks that Procurement can help manage. All three revolve around the use of consumer data to improve effectiveness and its measurement. So new ways to manage data are required alongside the financial considerations that preoccupy Procurement. Media Procurement needs to help achieve positive outcomes not just 'savings' or 'value'. Advertisers are buying the media, not just the infrastructure around it. So more focus on what good media looks like is needed. These matters were explored in depth at last month's Marketing Procurement iQ conference in London. In two articles I outline the big themes discussed at the conference and the solutions. Here is Part One. https://lnkd.in/esbCjv6T

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This is big news, both for the CTV programmatic supply-demand ecosystem, but also for how various players might look to increase their own monetisation opportunities. Walled gardens continue to dominate the ad inventory space, and CTV ads are going the same way with even more fragmentation. It'll be fascinating to watch how The Trade Desk will collaborate and compete with it's frenemies once their TV OS formally debuts in the market. #TTD #CTVads #TVOS #Google #Roku #programmatic #Amazon #Tizen #WebOS

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Acceleration SSA’s Richard Clogg joined IAB South Africa's Brand Council Roundtable last week for a valuable discussion on the power and importance of 1PD in the future of marketing. The conversation was packed with important insights for how marketers can position their businesses for long-term growth and transformation in a privacy-first world. In case you missed it, here’s a quick rundown of top takeaways and event themes:  ✔ 1PD is Key to Success: A 1PD strategy is non-negotiable and critical to marketing success in a privacy-driven world.  ✔ Double Down on Privacy: Prioritize collection of consented data and ensure you’re upholding customer trust, always. ✔ Lean into AI: Utilize AI across targeting and measurement to unlock new opportunities. It's not just a buzzword; it's a game-changer in today's marketing landscape.

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Are good times a-coming? It is interesting to see that UK ad spend grew by 9% to hit ‘new highs’ in Q1 2024. The UK advertising market grew 9% to £9.2bn during the first three months of 2024 Hmm. As Marketing spend is definately a “positive sign” and this industry is one of the “driving factors” in the UK’s economic recovery.... Is this the beginning of a turn? How is it feeling out there? Positive? Gloomy? Interesting to see if you are feeling more positive for the rest of the year? (I am) ....or is it just a blip? What are your thoughts?

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Reporting is important, analysis is essential. This morning, I read an excellent post by Chris Walker analyzing a recent Metadata IO report, which delves into the performance of $42 million in media spend by B2B companies on LinkedIn and Facebook advertising, primarily on their "lead gen" campaign types. His conclusions are eyebrow raising at the least, and they highlight the value of well-analyzed data in steering marketers towards more enlightened adjustments. A few of my thoughts relevant to Logical and our clients: ▶ Lower Costs, Inflated Performance Results: The report indicates a decrease in click and conversion costs Period-over-Period, predominantly for downloadable (gated) content rather than contact or quote requests. This isn't necessarily a concern if your content strategy is robust and your marketing and sales teams are closely aligned in terms of processes and product knowledge. However, if a content download is a key indicator of purchase intent for you, ensure your sales cycle timelines and expected CAC payback period are adjusted accordingly. ▶ Let's be Realistic about Funnel Phases: By recognizing that engagement with gated content occurs higher up the funnel than currently assumed, we should finally allow ourselves to feel comfortable investing in awareness and consideration initiatives on LinkedIn and Facebook. “Lead Gen” campaigns in these platforms are essentially designed to cover a lot of funnel ground under the guise of being bottom of funnel ads. Face your TOF fears by refreshing your KPI mapping to better reflect the modern customer journey. ▶ Real Marketing is Back: At Logical, we beat the drum constantly that "real" marketing is back and crucial to 2024 success. We are helping our clients revamp their product messaging, identify market vulnerabilities through research, and adopt a well-organized approach with realistic timelines. These are simple and manual approaches to marketing, but ones that we feel give our clients a real shot at a profitable marketing experience. ▶ Beyond Spending: You can't simply buy success—this applies to more than just your advertising budget. In 2020, Logical started investing heavily in our consultative capabilities. We’ve since added B2B Growth Marketing Managers, CRM specialists, content experts, and business strategy training for our full staff. These changes have dramatically improved our product quality and led to more invitations for our staff to client annual planning meetings in 2024 than any other year of our existence. Smart planning and strong partnerships are key to combating wasted spend and high CPLs. Read Chris's full post here, and leave any comments you have for me or Logical in the comments below! https://lnkd.in/g_XC-Rbm

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