MTA vs. MMM: Which marketing attribution model is right for you?
Not sure how to measure your marketing impact? Unpack the differences of multi-touch attribution and marketing mix modeling.
P&G eyes $700m advertising savings and efficiencies
Procter & Gamble says it has “runway†for annual savings and efficiencies in its advertising budget of between $500m and $700m, and it expects to reinvest that in media reach, advertising and effectiveness.
Ad tech isn’t broken – it’s working exactly as it’s incentivized to
At the root of every failure is a reality few want to acknowledge: misaligned marketing KPIs. The very metrics designed to measure success are fueling inefficiencies, short-term thinking, and a cycle of never-ending complexity.
Barb to start reporting TV set viewing of YouTube channels
Barb is incorporating viewing of YouTube channels into an expanded measurement initiative for YouTube content viewed on TV sets, in what the joint industry currency (JIC) claims is a world-first.
Kraft Heinz ramps up consumer-facing spend
Kraft Heinz, whose brands include Heinz and Philadelphia, is working to significantly increase the percentage of its marketing spend that is consumer-facing – from 65% to 85% of the total.
Fewer streamers launched in 2024, more being pulled
Streaming TV is definitely slowing down, still there was a net gain of streaming “platforms available†at 745 — up from 722 in 2023 and 669 in 2022.
Alexa+ gets agentic, smarter and more conversational
Technology was added that enables the LLMs to string together multiple API calls, so Alexa+ can do things like book a reservation but also send a text message to contact to let them know about the dinner plans.
WPP lost ground in 2024, expects to lose more this year
WPP reported a 2024 net organic revenue decline of 1% and a fourth-quarter shortfall of 4.2%. Investors sent the stock down 15% on the London Exchange after the firm released the results Thursday morning.
OOH’s rising influence, AI disruption, and the battle for consumer attention
OUTFRONT released “The New Currency: Why Out of Home Earns Attention and How Consumers Spend It,†covering trends for consumers, media, and OOH. This report provides valuable information for brands and advertisers wanting to make an impact.
Pay-to-play pitches risk ‘fair competition’, trade body warns
So-called pay-to-play pitches require agencies to pay an intermediary (either an upfront fee or a percentage of client billings) to take part in a review. In some cases, the advertiser does not pay the intermediary for its services, meaning competing agencies bear the full cost.