Transforming adversity into a creative opportunity.
What advertisers need to know about advertising viewability.
Ipsos Update
We are entering the Fifth Age of Audience Measurement. It is an age where methodologies are being re-calibrated in response to a fast-changing media environment and where the quest for total understanding of audiences is higher than it has ever been. It is also an era where politics and economics are far greater barriers to progress than technical concerns.
Brand purpose has been one of the most hotly debated marketing topics of the last ten years, celebrated as a business model for growth and debunked as cod strategy in equal measure.
Whether it’s the I'm Lovin' It jingle or the Golden Arches that make you think of McDonald's they are both examples of salience, and salience sells.
It should not be any wonder anymore for any marketer that advertising and creativity thrive on echoing real life trends to get people’s attention and engage. Thus it’s not a surprise to see so many of this year’s Cannes creativity winners embracing the concept of fake news in their own special way.
Artificial Intelligence is often mooted as the ‘future’ for our industry. Many lead us to believe that we are headed for an AI utopia; that ‘optimised’ ad experiences fuelled by big data insights gleaned solely by machines, tailored to individuals, and served to them programatically with impeccable timing in the right time and right context, is almost within reach. However, when we take a step back to consider this, how close are we really; and is it even what we want at all?
Empowering women in advertising in developing markets.
Global Business Influencers are the driving force behind business and investment decisions globally, leading their companies into a future where disruption is becoming the norm and technology is at the top of the agenda for many.
Moving beyond the claims of fast, good and cheap digital measurement to help build stronger brands.
