Rory Donegan’s Post

Recent industry forecasts have highlighted the unsettled nature of the economy and market – and the inevitable impact on advertisers’ budgets. While spending isn’t necessarily being cut, it is being scrutinized. In her latest byline for Performance Marketing World, our Senior Director, Justine O'Neill, talks about why short- and long-term goals are not at odds, but it is important to clearly communicate the value of both: https://hubs.la/Q02gWcSb0

Bit of a poke in the eye for the IPA Bellwether report. Has the link between the economy and the advertising sector been broken, or have we been reading our own research on the importance of not going dark - even when the market is flat or down? What definitely chimed is "big media agencies have become so adept at data analysis for advertisers that it’s them, not ad agencies, that are increasingly being asked to evaluate the creative effectiveness of campaigns". This has long been the case and feels like a missed opportunity for creative agencies. Advertisers are rightly asking that media “works harder” and its the data in the creative that is helping brands we partner with see big improvements in performance. Lastly couldn't agree more with the final point "What matters most, despite advances in technology and measurement, is a commitment to creativity that enables marketers to build brands and form emotional connections with consumers". https://lnkd.in/eWaxC8bd

Interesting insights from the Nielsen Annual Marketing Report: Prioritizing cross-channel KPIs and measurement capabilities is critical. However, just 38% of marketers currently integrate traditional and digital marketing holistic measurement. Achieving the right balance between brand and performance marketing requires outcomes and data to make informed decisions and not relying on perception alone.....

Head of Strategy, David Jones, on being cautiously optimistic as the British Industry responds to the IPA (Institute of Practitioners in Advertising) Bellwether Report for Q1 2024 for LBBonline - Little Black Book. "As the country holds its breath in anticipation of a change in government and all the uncertainty that goes with it, its unsurprising brands are investing in tactics that generate immediate results.  But if the most optimistic predictions for consumer sentiment in 2025 come good, then increasing spend on customer experience could turn out to be a great bet. Agencies should be helping brands to optimise sales journeys and improve customer comms so that they’re well placed to capture market share when the feel-good factor returns." Read the full article here https://lnkd.in/gafquiQy

Fantastic article! It deeply resonates with points I raised in my recent article about the evolution of attribution strategies particularly with 3rd party cookie depreciation. The complexities discussed, especially regarding attribution in marketing, truly underline the need for a more nuanced approach in our industry. Great read, thanks for sharing Jesús Martín Calvo & Pablo Perez #measurement #advertising #marketing

Performance Marketing World speaks to James Coulson, Managing Partner, and other experts on the importance of balancing brand and performance, focusing on consumers, and other key takeaways from the IPA’s latest bellwether for Q1 2024. Read the full article here: https://hubs.ly/Q02tCwBh0 a

Most marketers are missing out on this critical performance marketing strategy. What’s the strategy? Simple: Use competitor intelligence to spend less on ads and improve efficiency. Here’s how it works in practice—let’s take Cointreau as an example (but this applies to any industry, so feel free to steal this). 1️⃣ Timing is everything → Cointreau’s ad spend spikes around Fall, New Year, and Summer. Anticipate seasonal trends so you can allocate your budget more effectively. 2️⃣ Stand out with unique holiday messaging → While Cointreau’s holiday messaging focuses on the Cosmopolitan, there’s a huge opportunity for competitors to stand out by promoting other drinks. → You can take it further by creating hosting and gift-focused ads that tap into the holiday spirit, making your product an easy gift choice. Ultimately 👇 Competitive intelligence isn’t just a nice-to-have—it’s the secret to outsmarting your competition. By understanding where others succeed and where they fall short, you can refine your strategy, optimize your spend, and dominate your market. So go ahead, steal this for your next strategy session. #MarketingStrategy #PerformanceMarketing #CompetitiveIntelligence

Attention marketers who are looking to understand the return on investment via media spend. Too often, we look at sales this month as a function of media investment made this month ignoring the longer-term payback period which can give misleading investment advice. "Gain Theory data, based on the performance of over 200 brands over the last few years, shows that the average short-term ROI at margin is only 0.43. "This is problematic given most marketers – over two-thirds in the US – use return on advertising spend to measure campaign outcomes and determine future ad spend. *If the campaigns they are measuring do not pay back over the short term then they risk making crucial decisions based on sub-optimal data.*" https://lnkd.in/e6GTGWSt

With the cost-of-living crunch hitting consumers hard, 47% of Aussie marketers are shifting focus towards performance marketing due its cost-effectiveness as shown by Kantar’s new research report. Another way to stretch marketing dollars? Quality data. A reliable way to stretch marketing-dollars. Read the full Kantar report for further insights here: https://lnkd.in/grkWMVvH #costofliving #datacollaboration #marketing