As brands aim to make their messaging stronger by combining different media channels, they must also be cautious of overexposure, which can lead to diminishing returns. This blog examines how to maximise impact while avoiding the pitfalls of over-saturating audiences.
Expert Insights from FirmDecisions. With global advertising spend reaching $1.631 trillion in 2023 and projected to grow by 7.7% in 2024 (PQMedia), the importance of rigorous contract compliance auditing has never been clearer. Our recent audits uncovered $1.8 billion in potential returns for advertisers, putting real money back in their pockets.
Paid search remains a crucial part of the advertising mix, expected to account for 28.6% of total global ad spend in 2024, or $276 billion (eMarketer). Yet, search is often one of the least scrutinised channels.
In this latest edition of our blog The Wheelhouse, Group Director Nic Pietersma considers the issue of overfitting – building statistical models that contain too many variables. Spoiler alert: while this article is a little more technical and in-depth than usual, it is also practical and straightforward.
X (formerly Twitter) has initiated a federal antitrust lawsuit against the Global Alliance for Responsible Media (GARM) and several of its prominent members, including CVS Health, Mars, Orsted, and Unilever. The lawsuit accuses GARM of leveraging its influence to unfairly target X, resulting in a boycott by advertisers.
As of today, the EU AI Act will enter into force, providing comprehensive legislation to ensure ethical and responsible use of AI; entry into application is gradually rolling out. Non-compliance can result in penalties reaching up to 7% of your global turnover.
Google has announced it will not eliminate third-party cookies in Chrome, surprising many in the ad industry who were sceptical but expected the change due to Google’s previous commitments, despite multiple delays since 2020. Google attempted to ease concerns with grants and meetings, but doubts persisted, especially after recent tests of Google’s Privacy Sandbox alternatives failed to reassure stakeholders.
In this latest edition of our blog The Wheelhouse, Director Gavin Desir makes the case for building econometric models that balance both the long-term and short-term impact of marketing investment. He puts a particular emphasis on taking proper account of the long-term impact which many – particularly digital-first, attribution-based – models tend to overlook.
Knowledge Spotlights is a new series of courses by WFA aiming to enhance the skills of emerging marketing leaders, helping them thrive in the ever-changing digital landscape. Ebiquity, along with other founding partners, is proud to spearhead this initiative, focusing on establishing a robust foundation for better marketing in the rapidly evolving and influential Asia Pacific region.
Last month, Thinkbox – the marketing body for commercial TV in the UK – published the sequel to its ground-breaking Profit Ability analysis of the business case for advertising from 2017. Discover the key slide in the Profit Ability 2 report that almost went unnoticed.
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