Danny Weitzkorn

Retail media expected to overtake TV by the end of 2025 in the UK, behind only paid search and social media (The Grocer): By George Nott. Retail media’s extraordinary growth will – as Tesco told suppliers at a summer event – make the medium bigger in terms of ad spend than television by the end of 2025, behind only paid search and social media. “It is absolutely feasible that retail media will over-take TV in investment,” says Georgina […] #DOOH #digitalbillboards #digitalsignage

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Diageo and Guinness continue to understand exactly what OOH is all about 🍻 #OOH delivers reach within proximity to over 3,000+ pubs and bars, Guinness' directional messaging helps you find the right one for you. ➡ As they continue to own the summer, activating on those hotter days means their display works harder than ever, owning a key category entry point which is often taken by lager and cider 💡 If you want your OOH to work hard for you, think about your triggers for purchase, which category entry points do you want to own (we can help with a recent research piece around this called 'want to take this outside') and keep your poster simple. It will work. Thanks to PHD, Jennifer Gabbarelli, Amy Papaphotis, Molly Jones, Anita Sztrizsak, Holly Fischer, James Weatherill and all involved.

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Impact is our output. We talk about modern marketing being able to deliver two types of impact - cultural and commercial. How do we move beyond the brand purpose debate and into a more grown up and nuanced conversation about the different types of impact we all create as marketers every day? Come and join us to find out.

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Out of Home advertising is proving to be the perfect balance between reach and retail, even as first-party data and precision targeting dominate the conversation.⚖️ At the recent Retail Media Summit UK, Colin Horan, Clear Channel UK’s Strategic Partner, FMCG, sat down with Cyndi Loza, Senior Editor at Path to Purchase Institute, to discuss the vital role Out of Home plays in today's omnichannel landscape. The full episode is available to view here: https://okt.to/chENHs #OOH #RetailMediaSummitUK

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HFSS guidance update from the Committee of Advertising Practice this morning. 🗨️ "So, for advertisers, our revised guidance is likely to clarify that – even if your ad does not explicitly refer to or feature an LHF product – it may still be restricted under law, where persons in the UK could reasonably be expected to be able to identify your ad as being for an LHF product or LHF products." Thoughts? https://lnkd.in/dhPmbvRX #LHF #HFSS #Advertising #CAP

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Thanks to Campaign UK for the great coverage of our CMO survey. This was one of the most fascinating findings from the report; a dramatic year on year shift in attitudes to AI and creativity. CMOs are significantly less likely year on year to agree that AI can never create content that moves their audience or represents their brand. But they also want to see creativity across more and more aspects of their business-from CX to Commerce to Sustainability. So I see it more as AI giving extraordinary human creatives super-human ability to scale and adapt. AI not as competitor but as collaborator and copilot. https://lnkd.in/ea49vgan

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It's been a busy few weeks here at OMC/Diversiffi Media..... .. with global DOOH progression,& market maturity top of the agenda. Data reveals that not only is OOH media holding its ground, but projections report it will outpace the UK advertising market growth in 2024/25. Not unexpectedly, this is propelled by DOOH, the convergence of technological advancements, the demands of advertisers, evolving consumer behaviours, & innovative approaches to creativity. The digitisation of assets, enabling dynamic content capabilities & programmatic trading options, redefines brand engagement. It is interesting to explore what opportunities these advancements present for clients/brands navigating audience attention in a cluttered media environment.  Will the flexibility of real-time, contextually relevant messaging extend brand resonance & increase budgetary investment? The integration of data-driven insights & analytics into campaign planning & execution is reshaping the OOH ecosystem. With advancements in technology enabling precision targeting & measurement, clients/brands have access to unlocking new levels of campaign performance and ROI.  Creativity also continues to flourish across both traditional & digital OOH, as clients/brands leverage more immersive experiences to captivate audiences & nurture lasting connections. The changes in consumer movements and infrastructure development are presenting significant opportunities for OOH. Capitalising on the growth of urban environments will broaden reach & campaign impact. As talked about frequently here, the integration of OOH into omnichannel marketing strategies is a pivotal driver of growth. Deliver consistency across multiple touchpoints, OOH is a critical component of the media mix. As long as clients/brands demand it, & their 3rd party agencies structure planning to fully integrate OOH into their omnichannel strategies, advertisers should witness an amplification of brand visibility & engagement The growth potential of OOH media is not to be underestimated. It's a multifaceted opportunity driven by digital transformation, data-driven insights, creative innovation, urbanisation, & integration with omnichannel strategies. Looking inwardly, which I rarely do, the key question is, will these opportunities start to impact OOH market share or are we yet to identify the barrier to progress? Diversiffi Media is a global independent commercialisation and business development agency, recognised for building & monetising assets through digital OOH networks, digital transformation, dynamic content & brokering commercial partnerships In partnership with The Out of Home Media Consultancy #assetmanagement #landlords #commercialproperty #municipalities #retail #inhousing #realestate #adtech #mallowners #revenues #dooh#doohadvertising #business #creativity #sustainable #globaladvertising #sustainability #data #OOHMedia #Sustainability#Commercialisation #DataDriven #DigitalTransformation Image: WOW LA

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Omar Oakes in The Media Leader UK touching on one of the biggest issues of our age. Network Media Agencies are having to turn to 'products' (many non-transparent) to find additional margin as pressure mounts on them to replace lost margins in creative, production and other disciplines within the Holding Companies. Selling products for a mark-up shouldn't be a core feature of a service industry. Adding value through strategic insights, sophisticated media planning and effective (not just efficient) execution should be the way that agencies demonstrate value and drive margin. Charging properly for this has to be the solution rather than today's race for the bottom of faster, better, cheaper. Hopefully this will be discussed at the Future of Media conference happening today and tomorrow from Adwanted UK events.

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Impressive execution by Waitrose & Partners! Their data-driven approach and full-funnel strategy on Pinterest clearly paid off. Leveraging diverse ad formats like Premiere Spotlight and Carousel not only boosted their brand awareness but also translated into tangible sales growth. It's a testament to the power of a well-rounded, multi-objective campaign 🎉 #DigitalMarketing #PinterestAds (Bonus points: Can you feel the early nods to Q4/Christmas content starting to fill our feeds?)

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Great article from Martyn Bentley on the importance of measuring and maximising the reach of your marketing investments. #audienceproject #measurement #ROI #reach

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In the lead-up to last week's England game, content about Gareth Southgate was garnering more attention than that of Rishi and Starmer. These surprising insights highlight opportunities for advertisers to target less competitive spaces. For deeper insights into the Performance Marketing world, check out Jamie Towards' analysis below 👇. If you're interested in learning more about these findings and how they can benefit your brand, feel free to reach out! #teads #performancemarketingworld #euro2024 #ukelection2024 #mediaplanning #mediastrategy #mediabuying #creativity #insighrs

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Here's an extract of a thing I wrote in response to Omar Oakes The Media Leader column today: https://lnkd.in/e4xpFDZi "Advertisers, via their trade body, played little part in what is now BARB and was JICTAR. There were exceptions, like P&G and Mars, but the rest rarely showed up to any discussion. The agencies (I was an IPA representative on both the Technical Sub-Committee and the Management Committee) were also bit players. TV audience measurement was a matter for the broadcasters (including the BBC) who after all paid for the bulk of it. Advertisers' and agencies' needs were not the same as broadcasters' and yet when push came to shove the ones doing the shoving were the guys paying the bill. How times change. Having argued for decades that advertisers should play a more active part in audience research, and pay for the privilege, we now have Origin where they do just that. Unlike some, I'm a big fan of Origin, and more specifically its vision. Its ambition is huge - a system that lets agencies and their clients combine media forms; and apply judgements informed by and appropriate to the circumstances. Eventually I hope it will allow for combinations not just of video forms but of advertising and non-advertising forms too. Want to play around with what an influencer campaign will add to your social-media plan? Or what impact PR will have in extending your TV activity? Want to plan in a campaign specific level of attention as opposed to using averages and norms? Can Origin do any of this now? No. But as the old adage goes the best way to eat an elephant is one small bite at a time. I was on stage several years ago at the asi event when Phil Smith announced Origin. I was there again this month when he was asked about progress by a room of audience researchers frustrated at how long this is taking. To them, it's worth remembering that Origin isn't creating a project, of the sort they're familiar with but a product designed to help advertisers make smarter investment decisions - across video channels certainly but ultimately across multiple communication channels, both advertising and non-advertising. Further it's a planners' tool, not a currency. And planners consider a lot more than audience size. As to the attitude to date of broadcasters, I think they're misguided. Their world has always been the world of the buyer and the seller, not the planner and the strategist. Their medium is the most powerful and effective ad medium yet invented. Still. Far better to be on the inside making the point and ensuring aspects like the quality of the message are baked into the system, than sitting outside lobbing rocks. I hope that those in possession of a planning mindset - of which the broadcasters have many - win over their trading colleagues and join in making Origin the best aid to planning it can possibly be.”

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The UK advertising market is on track for its best year since the millennium, with UK advertising spend increasing 13.4% to £10bn for the second quarter of 2024, largely driven by stronger-than-expected digital growth. From April to June: ➡️ Online display was up 21.6% ➡️ Search increased by 12.7% ➡️ Out-of-home (OOH) rose by 17% For more info: https://heyor.ca/jCexGU #UKAdMarket #DigitalAdvertising #AdSpendGrowth #SearchAdvertising

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As Q4 kicks off, it's great to see a write up our festive insights in Performance Marketing World. If you'd like to access the full report, you can download it here: https://hubs.li/Q02NmRxd0

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