Dan Owens

IAB Digital Adspend 2023 is out today 🚀 Produced with PwC UK, the report shows spend grew 11% to a total of £29.6bn in 2023. Key takeouts include: 📺 CTV was a key component of growth and grew by 21% YoY to £1.17bn 🎙️Spend on podcasts grew 23% to £83m 👀 Digital out-of-home included in Adspend for the first time with spend at £841m 🔎 Search maintained dominance, accounting for 50% of the total market 🗣️ “The latest results show how advertisers are embracing the diverse array of digital channels on offer. Media that are often referred to as ‘emerging’ are taking their place as increasingly established ways to resonate with engaged audiences”, says our CMO, James Chandler. Download the data and dig into the findings via the link in the comments 👇 #IABAdspend #digital #advertising #research #online

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🎮 How does a small city like Dundee go from industrial roots to being a global gaming hotspot…? Find out in our latest #PlayableFutures article - in partnership with Ukie GamesIndustry.Biz and Amazon Web Services (AWS)

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Day 2 of the Future of TV Advertising Global (#FTVAGlobal) and a session with Channel 4 CEO Alex Mahon where it was discussed that viewers "are overwhelmed by choice" and because of this, big brands and big shows work well because of pre-built trust in the show and platform. This I believe has echoes with the wider ad economy at the moment, where a few top platforms take a big share of all advertising spend. Whilst there are a number of other reasons, could one be that with the ever-evolving digital possibilities, advertisers can feel overwhelmed by choice and so invest in the platforms they know of and have had that trust built up with? Whilst doubtless those platforms do a good job (evidenced by advertiser trust in them), I think that we also need to do a job of packaging and explaining the mind-boggling array of options available nowadays. A later panel also echoed this with a suggestion that we may also have "too much data" available to us and so we revert to our initial assumptions because within that array of data there will be something to back us up. Again the suggestion of looking at the wider picture, along with the answer to the problem not necessarily being as simple as 'choose this one', does seem to have a great deal of thought behind it.

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Ocado Retail announced Ocado Ads this week, as it moves into the retail media network. Being fully online, this provides brands with access to quality and scaled first-party audiences, sure to challenge some of the larger walled gardens! With all these retail media networks popping up, what is the real benefit to brands? Product innovation - without requiring expensive shelf space, you can quickly get new products in front of different audiences and test the response rate, using real insight to iterate and adapt! With the rise in retail media networks, it is going to be interesting to see how the advertising space changes. Will Google, Amazon, and Meta be so dominant? But one thing we know for sure is every brand should be investing in their first-party data, as they could be the next Ocado Ads! #retail #retailmedianetworks #foodanddrink #fmcg #firstpartydata read more on The Grocer https://lnkd.in/eR654jBP

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Can context help advertisers prepare for a post-cookie world? David Winstone, Trading Director UK of Channel Factory sat down with Justin Pearse at Cannes and explained why contextual advertising can help you hone in on the audience you are after, reach new audiences and make sure you are advertising to the right people. In addition to this, Attention, Sustainability in Digital, how to deal with mis-attribution in CTV and other big topics in digital right now are up for discussion in an insightful episode of NDA Meets. Stream or download this podcast in the comments

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Some thoughts from our head of UK Russ Wilson on the use of AI in B2B (and other research). Would love to get other feedback including from Evidenza if you'd care to comment :) Thanks Russ. #mrx #insight

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RQmedia is delighted to have been selected as a finalist in Google's Agency Excellence awards. Why does this matter? It means we are delivering our promise to our customers by ensuring best practices are all used. These include: Advanced AI-Driven Tools: We use Google's AI tools like Maximise Conversion Value, Target ROAS, PMax, and Broad Match to find new keywords and target valuable customers efficiently. Comprehensive Measurement Strategy: We track success using metrics like conversion rate, CTR, CPC, CAC and ROAS. We run Google Ads reports to refine strategies and align campaigns with client goals. Optimisation and Performance Monitoring: We optimise client accounts and monitor performance frequently. We test new approaches with Campaign Experiments to validate the effectiveness of new Google features. Creative Asset Utilisation: We use data from Google Ads on creative assets like images, videos, text, keywords, and settings to improve performance. Google Merchant Center Optimisation: We optimise our Google Merchant Center product feed from our feed provider FeedOps, use built-in and custom feed variables, and test to ensure compliance and align with user intent to ensure product sales. Does your agency have the expertise and know-how to drive performance this peak season? Reach out to me today - I am always happy to chat about your retail business. #proudgooglepartner #ecommerce #retail #peakseason #onlinesales

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In the latest episode of “Talks with Teads,” filmed at Media 360 in Brighton, Natalie Bastian, Teads' Global CMO, sits down with Maisie McCabe, UK Editor of Campaign UK Magazine, to dive into key industry trends, connected TV (CTV), measurement, and creative excellence. Key takeaways include: • Mastering CTV Strategies: How to navigate the changing CTV landscape for better ad placements. • Boosting Ad Efficiency: Using CTV data for smarter, more efficient advertising buys. • Enhancing Creative Quality: Improving creative standards with data-driven storytelling. • Leveraging AI: Understanding how AI can optimize content and enhance the creative process. Watch the video and discover more insights on the blog >>https://hubs.li/Q02Gqlhj0 #Media360 #Omnichannel #OmnichannelMarketing #CTV #Linear #Viewership #BestInGlass #UKTrends #UKMedia #BestInGlassAdvertising

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Roblox ads! There is no doubt in my mind that this is going to be a significant media property attracting many advertisers - even if there are many wrinkles to iron out before it is 'brand safe'. YouTube faced the same issues in the beginning, and now commands huge advertising budgets, through greater safeguards and participating in established measurement regimes. #roblox #advertising #wpp #gaming

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As a podcaster managing mini bits of content from video clips to social posts, #ContentMarketing is harder to than it looks. That’s why Startup Mindsets trusts Arcane to to turn user insights into impactful LinkedIn posts by automating industry & audience research, copywriting, and more with their AI Toolkit - all whilst maintaining my authentic Tone of Voice! 🪧Sign up for free today at https://lnkd.in/giGaWeyi #aitools #artificialintelligence #startups #tech #startupmindsets #podcast

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Thank you so much to Joseph Arthur for interviewing me for the Performance Marketing World podcast. It was such a fascinating discussion on Google's AI journey, Search, YouTube and evolving consumer behaviour. 🧑‍💻 We are at such an exciting inflection point with Google’s Gemini era expanding what search can do, supercharging capabilities and re-contracting consumer expectations and behaviours. 📸 Consumers are loving the ability to search what they see; did you know we see 12bn visual searches a month, with a quarter of these having commercial intent! Now that search is multi-modal, meaning you can overlay text descriptions with image search, it’s even more powerful and a great opportunity for advertisers. 🛍️ Discovery happens in many places, however decisions are made on Google. According to Ipsos, online shoppers rank Google #1 in providing relevant information and content. 🛜 Let me know what you think about my ‘resell me a pen’ challenge where I had to pick an outdated item to bring back. I went with the modem and if anything, I think I impressed Joseph Arthur with my <10 second pitch! ➡️ Listen to the discussion here (or on Spotify or Apple Podcasts) https://lnkd.in/erkiAK2s #AI #Marketing

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I'm getting Whatsapps from the likes of Dave Harland and 🇺🇦 Eddie Shleyner, both keen for pints. The creative director of Channel 4 streaming, Landy Slattery, is Whatsapping me to discuss panel chat. Nick O'Connor is WhatsApping me to tell me he's going up Ben Nevis. Wait. That last one. That seems strange. But it's true. Anyway, whatever YOU need to do to prepare for next Wednesday, that's fine. But whatever you do... Make sure you've got a ticket. If you've not bought one yet — find a link in the comments below and get it done. There'll be jazz. There'll be poetry. There'll be ice-cold beer. There'll be copywriting legends... copywriting fools (me and Nick)... and copywriting coasters. There'll be a buffet. There'll be Warren Buffett.* There'll be experiments. There'll be a talk about Kurt Vonnegut. There'll be introverted people feeling considerably more relaxed than usual. There'll be a whole barrage of interesting ideas about how you really get good at writing copy and how AI can help you do that. There'll be John Forde, Lauren Ingram and Heather Murray. There'll be table tennis. There'll be mild delirium. There'll be confusion. There'll be panic. There will be blood... wait... no. This has gone wrong. There won't be blood. Neither Daniel Day-Lewis nor Paul Dano are coming. Or are they? No. But Natalie Moores is, so buy a ticket. For goodness sake... buy a ticket NOW before you miss the boat completely. * Not factually correct.

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Very exciting for us here at Immediate as we launch our new 1st party data proposition today. You can find out more in this piece on the The Media Leader UK Our industry faces profound uncertainty at present and those who are shrewd will be prioritising strategies centred on the 1st party data that they have. But we believe that merely having 1st party data won't be enough for publishers to win in this increasingly disrupted space. Our definition of 1st party data needs to change and this is precisely what Prism is. It leverages all of our 1st party data capabilities from audience and contextual to research and insight, bringing them into one central solution for our advertisers. All built on our highly trusted, deeply engaged, brand safe environments. For years our treasure trove of data has been used internally to help us understand our audience and shape our content. Why shouldn't we offer the same to advertisers too? Huge shout out to everyone involved getting this under way and im excited for all the things we still have planned 👀

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🚀 The UK Film & TV market is set to deliver 80% of its annual content output, leaving a crucial 20% gap to be filled. Discover what this means for the industry! Read the full article here: https://lnkd.in/gwiBRRby Key Insights: 📈Trends & Performance: Dive into the latest trends and performance metrics for UK productions and international acquisitions. 🎥 Content Demand: Learn which types of content are in high demand and why. 🔍 Supply Gaps: Identify emerging patterns and content supply gaps. 🎯 Strategic Opportunities: Explore how SVOD platforms and PSBs can enhance their content strategies. #UKFilm #TVTrends #TVMarket #ContentDemand #IndustryTrends #SVOD #PSB #EntertainmentIndustry #MarketInsights #VitrinaAI

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This is a great media buy and use of creative from the team at Netflix. It’s a platform takeover at Oxford Circus. Advertising a true crime documentary called Monsters. What I love about it is that it takes up your whole field of vision and absolutely entices you to read it. So it’s a great media buy and use of creative. But even more than that, it’s the insight. The Netflix team have demonstrated their deep understanding of their audience. “The crime made them famous. But what made them monsters?” That’s what we want to know. We want to know why. And we want to be virtuous by comparison. Great work! This is the kind of work that your marketing teams need to strive for, whether that’s on your core brand or launching an innovation. Great media. Great creative. Powered by a great insight. And if the team aren’t quite there yet, drop me a line and I’d be happy to help build their capability.

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'The customer experience is the new battleground - it's not about price' - Paul Matthews, CCXP insight6 Sussex & Surrey Watch the full interview with Paul here: https://lnkd.in/dCeExDRK #Brilliantbusinesses

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In this latest What People Watch video, Douglas Whelpdale, Head of Insight at Barb explains how TV data can help advertisers to find specific audiences from gamers to last-minute Christmas shoppers. He also outlines what people watched during November. Watch here.👇 📺 🏠

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Really grateful to two market-leading Editors of subscription-led businesses and terrific ex-colleagues of mine, Catrin Griffiths and Alastair McLellan, for spending time with me last week on B2B content strategy. If you want to watch on-demand there is a link below. Highlights for me included: Impact on content strategy of the move to a paid subscription business model 17min46 Building a high value B2B content proposition 14min02, 23min05, & 31min29 How to motivate editors & editorial teams 29min42 & 50min47 Removing Print as a platform 45min02: https://lnkd.in/gbwftfwR

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Richard Kirk, CSO at EssenceMediacom UK joined the recent Barb Briefing for Brands - an event for advertisers & media agencies – to share his views on the role of audience data in supporting effectiveness assessment. He explains how reach and frequency metrics are crucial because 95% of people seeing advertising aren't immediate buyers, but advertising builds brand associations for future purchasing decisions. He cautions that in the current landscape, cross-channel measurement difficulties can result in over-delivering messages to a small audience segment at high frequency, which can reduce effectiveness.

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