CMOs maintain optimism for post-Covid marketing budgets despite fears, says Gartner

Marketers are adopting a 'stoic' attitude to their marketing budgets post-Covid-19, but it is an opinion not widely shared by their C-suite colleagues.

That is the top line finding from the latest Gartner CMO Spend Survey, which found almost three quarters (73%) of CMOs expect the pandemic's negative impact to be 'short-lived.' The after-effects, according to heads of marketing, are expected to turn positive within 18-24 months, with CMOs reporting increased investments across...

Facebook: Zuckerberg says ad boycott will end ‘soon enough’ as Oxford study explores impact

As the number of companies boycotting Facebook continues to grow, a study from the University of Oxford argues an 'immediate' negative impact could result, particularly in the retail sector.

Various major brands, including Adidas, Coca-Cola and Starbucks - with PlayStation the latest big name to join - are withdrawing advertising to pressure the social network into taking a stronger stand against hate speech.

According to the Information - with the story's veracity later...

How AI could help marketers with future pandemics

When you have a hammer, it is tempting to look for the nail in every situation. This temptation doubles when the tool is as powerful and multi-faceted as AI.

Much is currently being said about AI and how it’s helping with solutions during the pandemic, for instance in contact tracing, maintaining social distancing, or the search for a vaccine. AI is also helping some companies to cope with commercial disruption, for example Walmart has turned to robot cleaners. Behind the...

Achieving transparency and responsibility in digital advertising amid technological change

Webinar Digital advertising is in many ways like any other technological landscape: the advancements on the tech side cause ramifications which are played out with regard to ethics.

Last week marked the two year anniversary since the EU's General Data Protection Regulation (GDPR) came into force. A plethora of articles arrived to mark the occasion, with bunting and birthday cake duly provided.

Yet it's GDPR's party, and the data subject will not comply if they want to....

The last (third party) cookie: How to prepare for a new era of digital advertising

In a 1984 episode of Sesame Street, Prairie Dawn, the most-level headed Muppet, is faced with a difficult challenge: she must explain the concept of ‘the last cookie’ to the Cookie Monster. The presentation begins well. Prairie asks the Cookie Monster to eat three of the four cookies on the table, and he does so with typical enthusiasm. But the mood changes when Cookie Monster is faced with the last cookie.

“But Prairie! Prairie! That’s the last cookie! After we eat that...

As Covid-19 threatens digital media, the industry must move towards semantic targeting

Despite consumers reading more online news than ever – driven by a desire for trustworthy content in these times of uncertainty – Covid-19 is posing an unparalleled threat to digital media. Advertisers utilising strict keyword blocking and adding broad coronavirus terms to their blacklists are missing out on the current traffic spike, as well as cutting off vital revenue for publishers.

Concerns about the long-term effects are rising. Following projections of £50 million in...

Why cookies continue to get a bad reputation – and what brands can do

We encounter cookies every day – and not all are of the sweet kind.

A common misconception about cookies is that they’re designed to be an intrusive tracking mechanism for companies wishing to know our every move and this leads consumers to believe they do not benefit from the data economy.

Do cookies benefit brands? Yes, of course. They give insights on consumers that can be used to deliver personalised content, encouraging them to work with or purchase a product...

Personalisation, video and VR: How digital is bringing the luxury experience everywhere

Once upon a time, the luxury experience was inherently tactile. The awe factor of walking through a multimillion-dollar vacation home or sitting behind the wheel of a custom luxury vehicle was only possible in the physical realm. But ever-advancing technology has changed the luxury game.

It’s not a question of whether or not digital works in luxury. You can pick the finishings for your Audi in digital showrooms, try on designer clothes in virtual fitting rooms, or take home...

How micro-influencers can become integral to impactful marketing campaigns

The influencer marketing industry has been subject to great scrutiny in recent years with concerns about trust, transparency and authenticity looming over brands and influencers alike. As a result, consumers have become more skeptical, the Advertising Standards Authority has enforced much stricter rules on the discipline, and social media giants have introduced new measures to keep their platforms free from fraud. It’s no wonder then that micro and nano-influencers have become the...

Ad execs still clinging to crumbling cookie methods as creatives look to the future – survey

The move by Google to end third-party cookies by 2022 has caused something of a difference of opinion in certain marketing sectors, according to a new study.

The report, from Mymyne, a provider of contextual audience optimisation, which polled 100 senior marketing professionals, found that while almost two in five (39%) respondents in creative roles felt as though the impact of Google’s move would be ‘highly positive’, only 13% of ad execs felt the same way.