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.
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.
In this latest edition of The Wheelhouse blog series, group Director Nic Pietersma considers what should happen when, as invariably happens, relationships come to a natural end. He focuses on improving handover between one MMM provider and the next, in the best interests of the advertisers.
Ebiquity’s completion of the IAB UK’s Environmental Sustainability FAQs marks a significant milestone in our journey towards sustainability. These FAQs serve as a comprehensive guide designed to make environmental credentials more accessible, providing a framework for companies to assess and improve their sustainability practices.
Mike Campbell, Head of International Effectiveness, delves into how our collaboration with national and transnational advertising industry bodies bolsters CMO effectiveness and drives superior ROI through aligned strategies with CFO priorities.
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