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Reach versus targeting; which will deliver you better results? It’s one of the oldest problems in advertising - and for many companies it’s about to get a lot more pressing.
ITV has posted a solid start to the year with ITV Studios (23%), total advertising (16%) and digital revenues (24%) all recording double-digit growth.
For the past two years, the industry has been fixated on what will happen when digital advertising must become more privacy and consumer-centric, as it loosens its reliance on cookies. There has been a lot of talk about first-party data, contextual advertising and new ways of measuring, such as attention, but there are few real-life examples of these in action. That is until New Zealand-based Acquire and Oracle Advertising partnered on a mission to put these to the test with a customized, real-time campaign.
Twitter has been quietly building its ad capabilities through partnerships with broadcasters and the introduction of new video formats. After the news Elon Musk has advanced $44bn to buy the platform outright, however, the social media platform has rapidly announced a new suite of features to calm jittery advertisers.
Despite the quarter typically showing marked sequential decline in spending after the holiday period spike, during the first quarter of 2022, there were nearly ...