Rupen Shah’s Post

Check out my latest article for MediaCat Magazine on why paid ads shouldn't be the first thing to come to mind when it comes to gain recognition for your brand - but cultural strategy. The world's most recognizable brands engage communities and build the very culture we are surrounded by. It might sound like a load of gibberish, but how can you actually engage people and have them LOVE your brand? Read below.

Is social media ad spend about to collapse? To get a sense of where the media landscape is heading, it can be helpful to look at advertising trends. The headline: 🔽 It's not looking good for social media. 🔼 But it's looking very good for linear TV and BVOD. According to Media Leader, new analysis shows that brands could be spending 3x too much on social to drive growth. Instead, TV and VOD deliver far greater value for money. All of this points to a huge crash in digital ad spend, and billions of pounds diverted into linear TV. From the article: "The pendulum appears to have swung too far and too fast away from TV, with other elements of AV (online video, cinema) not being utilised fully enough. "All this means, potentially, billions of pounds of growth for UK-based brands are being left on the table." https://lnkd.in/eJkFvJFs

Radio: the star of advertising! ✨ Here are some reasons why radio continues to be the hidden gem in the advertising world. From its affordability to its ability to reach your target audience, there are many reasons why radio should be included in your marketing mix. Read more here: https://hubs.ly/Q02mSbwH0

Forget everything you thought you knew about TV advertising - NBCUniversal is throwing out the old playbook and turning your television into a performance marketing machine with new AI-powered tools to target viewers with laser precision. Imagine: no more commercials for adult diapers during your favorite action movie! "One Platform Total Audience" (OPTA), uses unique audience segments to find exactly the right people for the right products. Another platform, "One Platform Total Measurement" (OPTM), keeps track of how well everything's working across the entire advertising funnel, from the first glimpse of a new commercial to the moment you whip out your credit card. In addition to this, NBCUniversal is teaming up with VideoAmp to make sure advertisers can easily buy and sell ad space. So, the next time you settle in for a night of TV, you might just find yourself bombarded with ads that are actually relevant to you. https://lnkd.in/eZ2uKxwJ

Radio: the star of advertising! ✨ Interesting article on the power of radio . . offering businesses an effective, cost-efficient, and impactful platform reaching the right audience at the right times. Uncover the magic that makes radio not just a medium but a hero in the advertising world. . .

MiQ’s Commercial Director, Johny Saad and dentsu’s Head of Product & Partnerships, Saadeddine Nahas, share their insights on the opportunities and challenges they’re observing in YouTube advertising. Read the full article with the link below. #YouTube #advertising #insights

Valuable insights from Dentsu's Saadeddine Nahas & MiQ's Johny Saad on the evolving role of YouTube in digital advertising! Whether it's leveraging data for targeted reach, ensuring brand safety with partners like Pixability, or integrating emerging channels like CTV, it's clear that video advertising is all about adaptability and innovation.

I’m excited to share our latest article on how BCG, Google, and Omnicom Media Group are laying the groundwork for “unified video,” a holistic approach that reduces the complexity of decision making and helps advertisers sync their spend with the media that their target audience consumes.     The advertising industry faces a challenging imperative: to adapt swiftly as consumers increasingly embrace diverse viewing experiences across multiple screens. Despite the fact that digital and streaming video account for 70% of viewing hours, less than half of video advertising spend goes to those channels. Drawing on our interviews and surveys with 190 advertisers and over 90 agency practitioners, we developed a concrete, step-by-step approach to implementing “unified video,” a holistic approach that integrates video planning, buying, and measurement decisions across channels to create connected media experiences for target consumers. Read more, here: https://lnkd.in/evaR5VM4

Direct response TV (DRTV) advertising is a powerful marketing strategy that has repeatedly proven its effectiveness. In Australia, the DRTV advertising landscape is thriving, offering businesses a dynamic platform to reach and engage their target audiences. Discover the reasons why you should consider the format in your media budget. https://lnkd.in/giYyhGMF

Judging from the record breaking number of viewers watching the Super Bowl in Las Vegas yesterday, you would think that Television advertising is in a bit of a renaissance. Each 30 second spot sold for more than $7 million. Yet 70% of the $889 Billion in advertising industry revenues in 2023 were classed as digital. GroupM, the world's largest media buying agency expects digital advertising on social media platforms including TikTok and Youtube to eclipse 3/4 of the entire market in the next four years, implying this will be larger than the entire industry today. In the UK, ITN and Channel 4 are cutting hundreds of jobs blaming the worst market for television advertising since 2008. In the USA, Fox, NBC Universal, News Corp, and the New York Times are all posting revenue declines. Sir Martin Sorrell in an interview with the Financial Times notes "Jobs will be destroyed" and explains that in 3 years he predicts most of the jobs in media buying and planning will no longer exist. Coca-Cola CEO James Quincy has highlighted that Gen Z customers (born between 1997 and 2012) spend seven to nine hours a day watching their smart phones, and "very little time" watching traditional Television. What comes next? The age of hyper-targeting. The leading agencies are now experimenting with digital technologies driven by #AI which enable 1 to 1 targeting of #advertising at a scale never before possible and with minimal expense. "Generative AI completely lowers the barriers to entry for production and creativity" notes Ajaz Ahmed, CEO and founder of WPP marketing agency AKQA and adds in an interview with the FT "That could mean a raise to the bottom when it comes to production fees." How well does your #Strategy address the changes coming in your industry due to technology? Strategy is Mastery. https://on.ft.com/497YvqN