![]() “Consumers are tuning in to podcasts in their millions, simulating friendship with their favourite influencers or celebrities as they seek an antidote to zoom fatigue. ![]() “As ad spend for audio continues to decline, it’s clear there is a disconnect somewhere. “That way, marketing efforts don’t just rely on assumptions, but on confirmed consumer preferences meaning ad budget is versatile and assigned to the areas that will produce the best ROI.” Hannah Thompson, Group Media Director, Tug “To ensure campaigns hit the right note, with the right audience, advertisers must draw on insights from granular measurement to track how activity is faring and adjust it in real-time. “For example, our most recent study into FMCG trends highlighted discrepancies in how males and females shop for groceries – with men opting for more premium supermarkets. Brands are contending with challenges around inflation and supply chains, on top of unpredictable consumer behaviour. “The reported growth in ad spend, while good news, won’t mean anything if advertisers aren’t adaptable in where they place budget. “This economic turbulence may mean that marketing budgets could once again experience many unprecedented peaks and troughs as we continue through the year.” Sarah Rew, Senior Director, Global Marketing, LoopMe “In this instance, an increase in marketing spend is necessary to keep the economy moving consumers will be less likely to spend money, so campaigns need to be more compelling than ever to attract attention. Inflation and the cost of living crisis mean that the economic situation is precarious, and many consumers will find themselves altering their everyday spending habits. “However, this doesn’t show the whole picture for the UK. ![]() “Advertisers and marketers are jumping on this trend, creating campaigns that capture the feeling of freedom. “March saw the total removal of all Covid restrictions in England, with consumers once again ready to spend on purchases and experiences that were disrupted by lockdown. ![]() “This is hugely positive for the industry after what has been a difficult two years. “Last quarter saw an increase in marketing spending despite the Omicron variant causing restrictions to be reintroduced, and this quarter follows the same trajectory with marketing budgets increasing yet again. “The industry has experienced quite a rollercoaster ride recently, with the pandemic causing budgets to seesaw dramatically. So we’ve been asking the great and the good from the adtech world for their take on the latest IPA Bellwether and what it means for an industry that’s only just on the up again… Matt White, VP EMEA at Quantcast The latest IPA Bellwether Report shows a clear return to growth for the marketing and advertising industry.Īlthough hugely welcome after two very tough years for many, it certainly doesn’t mean plain sailing ahead for the marketing industry, with lingering issues around the pandemic, geopolitical tensions such as Russia’s invasion of Ukraine, and the return to global economics of a rather ugly phenomenon – inflation. ![]()
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