Ruth Arber

On November 7th, I'll be speaking at Brands&Culture in London - alongside some brilliant people I know, and some brilliant people I'm looking forward to meeting. The event is going to interrogate how brands can make and define culture - with content from me and 20+ other folks who are prioritising culturally relevant and resonant marketing to drive both brand and business impact. My talk is going to be about "Earning not Chasing Cultural Influence. How to Shape Rather than Attach Brands to Culture." It's taking place at Ministry of Sound (SE1) which I'm excited to go back to after many, many years. I hope to see you there. X Register at https://lnkd.in/eT4fDdKF, and use the code BC346 for a 35% discount 🎟️ Here's some of the other excellent content: Emilie Rose Global Director of Cultural Marketing, Europe, Adidas on How to Align Creative Effectiveness with Culture-led Marketing Tom Rainsford Chief Marketing Officer, Beavertown Brewery + Perla Bloom Global Comms Planning, Expedia + Beth Bentley Co-Founder, Tomorrowism + Charlotte Langley Chief Customer Officer, Bloom & Wild with Five Hot Takes - What the F *CK is Culture? Kenny Annan-Jonathan Creative Director, Crystal Palace FC on Shapers, Creators and Unlikely Culture 'Makers' - What's Next? Natalie Lee-Joe Head of Brand, Marketing and Community, DELLI + Lars Silberbauer Chief Marketing Officer, Nokia Phones + Nneoma Ulu Cultural Partnership Director, Bacardi Martini on How to Make Cultural Relevance and Curiosity a Critical Marketing Capability Katie Jackson Chief Marketing Officer, Channel4 on Impact & Society: Carbon Skid Marks Case study Filip Nilsson Executive Creative Director, Oatly on What's Next for the Plant-Based Milk Brand That Couldn't Keep Up with Demand? Aaron Cole Chief Marketing & Growth Officer, AA-X + Leila Fataar Founder, Platform13 in conversation about Culture is NOT (JUST) A Marketing Issue: Cultural Impact as a Business Imperative Katy Lubin VP Brand, Lyst on It All Starts with Insight: Why Cultural Intelligence and Listening is the Basis of all Good Comms

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🐾 Black Friday Chaos? Not at www.petshop.co.uk 🐾 Here are more customer stories that went to different levels at Wayflyer we rise by lifting others. Thanks to our partners at Wayflyer, we’ve mastered the art of cash flow wizardry! 🧙‍♂️💰 This Black Friday, we're ready to fetch every opportunity without a hitch. #Challenge: Cash flow crunch during peak sales 🐶😬 #Solution: Wayflyer’s cash flow magic 🪄 #Result: Pawsome deals and smooth sailing! 🐾🚀 https://lnkd.in/eBfC9QAW Here’s to a tail-waggingly successful Black Friday! #BlackFriday #Petshop #Wayflyer #CashFlowMagic #BusinessGrowth #Partnership

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Live on stage at the Future of Brand in London Matt Bryan leads a discussion with ISBA Bobi Carley and LongTerm Digital Jonathan Longhurst on the TV Advertising landscape! Today they discuss the importance of breaking down silos so that brands can capitalise on the new data rich data landscape and optimise their total TV Strategy. #FOB #samsungAds Samsung Ads Europe

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Great to be at the unveiling of the “State of the Nation” today showing the performance and growth of the affiliate and partner marketing industry in the UK. The full report can be downloaded here https://lnkd.in/encSrqNy

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I noticed today that according to the World Federation of Advertisers (WFA) that TV Media price inflation during Q2 in the UK rose by 28%. Thats massive in a fragile economy, with increasing content demands, and more channels to consume it. It appears to me (obviously) that there's an increasing need in the market for scalable low cost production (using tech like virutal production/ AI generated content) but moreover it's about getting that content right first time and created in a way that enables it to fit with a global/ local marketing strategy (massive waste and dilution here). We're seeing (at Wooshii) how this can become a reality with AI interrogating the DNA of content led campaigns (paid for and organic) to understand and predict the 'right' content required to meet strategy objectives, and then fulfil those needs through agile content production methods (virtual/ AI and offshoring) - not ignoring the need for human intervention to drive the vehicle and add sprinkles of magic. We're seeing more and more waste in the video economy, and a key focus for the business is to identify it and remedy it. It's clearly going to become more and more of a necessity if the WFA analysis is anything to go by. #tv #AI #Marketing #Video

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It might be crude or even rude what I am about to say but if you do not live to serve in any capacity you don’t serve to live. I agree to with most of the main focus of this post. Truly helping others is the best business you can do.

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It's not uncommon for retailers to pump north of 60% of their digital advertising investment into search, and the landscape* has been dominated by 1 key player for over 25 years...until now TikTok Search Ads have gone into general availability in the US 🇺🇸 and here's why I'm more than excited: 1️⃣ 𝗛𝗲𝗮𝗹𝘁𝗵𝘆 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝗼𝗻: TikTok’s entry into search ads is finally bringing some serious competition to the space, driving innovation across the board. More competition means better ad products, more creative solutions, and ultimately, a win for advertisers and consumers alike. 2️⃣ 𝗠𝗲𝗲𝘁𝗶𝗻𝗴 𝗚𝗲𝗻 𝗭 and 𝗠𝗶𝗹𝗹𝗲𝗻𝗻𝗶𝗮𝗹𝘀 𝗪𝗵𝗲𝗿𝗲 𝗧𝗵𝗲𝘆 𝗔𝗿𝗲: A high percentage of Gen Z and Millennials are turning to social platforms like TikTok for their searches. TikTok search ads tap into this behaviour, offering brands a powerful way to reach younger audiences where they're already discovering and exploring new products. 3️⃣ 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 + 𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗲 = 𝗔 𝗚𝗮𝗺𝗲-𝗖𝗵𝗮𝗻𝗴𝗲𝗿: TikTok is uniquely positioned to provide entertaining content 𝘢𝘯𝘥 commerce all in one place. With TikTok Shop integrated into the platform, users can go from discovery to purchase seamlessly. Search ads only strengthen this loop, making it easier for users to find what they’re looking for while staying engaged. 4️⃣ 𝗡𝗲𝘄 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗔𝗱 𝗙𝗼𝗿𝗺𝗮𝘁𝘀: Unlike traditional text-based search ads, TikTok’s search ads will allow brands to create engaging, visual, and immersive content that aligns with the user experience, driving higher interaction and engagement. With this and the evolution of gen AI results in the space, I'm predicting 2025 to be a 𝗯𝗶𝗴 year for search disruption! 🔍 💥 It's about time really isn't it? *What's a 'landscape' with one business in it? Presumably just quite flat and arid? Answers on a postcard. #TikTokforbusiness #search #TikTok #DigitalMarketing #PerformanceMarketing

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Brilliant bit of thought leadership from Oliver Mead here on the opportunity cost of not leaning in on clean rooms and Amazon Marketing Cloud in particular. To quote the man himself: 'Across EMEA, as major publishers commit to 3rd Party Cookie depreciation over the next 24 months, 1st Party Data and the use of Clean Room solutions are going to transform the way advertisers build media strategies and optimize campaigns. Moving quickly to better understand and utilize clean room solutions (such as AMC) is especially important within EMEA when you look through the lens of GDPR / privacy regulation and how future changes in the media ecosystem will impact advertisers' capacity to understand the shopper's path to purchase.' Hitting the nail on the head 🔨 - fantastic work Oliver Mead Link in the comments below 👇

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Delighted to be representing GreenJinn | B Corp™ in attendance at yesterdays IAB UK's Retail Media Upfronts event and hearing more about how the different retail media networks view the growing convergence of retail and digital media. SMG Opened the event highlighting: 1) that shopper mindset and store format is essential in considering your instore media activation. 2) incrementality can be achieved by capitalising on seasonal moments. 3) digital channels drive greater sales versus traditional/in-store sales. Key to this is ensuring a standardised test & control methodology. Nectar360 Spoke to the importance of understanding the voice of the customer and that retail media is additive to the customers retail experience. The shopper journey is no longer linear, so brands need to be creative in how they drive customer engagement through connected interactions. Owing to the growth of retail media, an unintended consequence for brands is that it's now very difficult to connect performance across all players. Brands are on averaging working with over 25 media partners and therefore a standardise measurement solution is needed. Uber Eats This might surprise you, but I have never used Uber. As such, it was a pleasure to see plenty of examples on how Uber is delivering retail media experiences to it's audience. What stood out the most for me however, despite the vast volumes of data at Ubers disposal, you don't need a lot of data to be effective. Sometimes you only need to know that someone frequently buys pizza and lives in Lincoln, that it's about providing real time magical moments, targeting someone on en route to the airport. In short, contextualise the moment! Tesco Media and Insight Platform Focused on how brands need to flip the relationship with a shopper. Insights shared included that more than 5 out of 10 shoppers don't repurchase with a brand. Instead of brands trying to win back lapsed shoppers, its about understanding how to best retain shoppers that are most likely to stop buying. ASOS.com Showcased how to best engage with Gen-z audiences by building strong brand partnership that emphasises the unique characteristics of that brand and delivering creative solutions and events across social platforms. Ocado Ads Closed the event focusing on innovation. Championed how Ocado has fostered new retail media solutions that we now take for granted, and announcing new solutions that will become the norm such as the introduction of their self service capabilities for clients and their launch of Audience+ to enable brands and agencies to better plan and buy media built from Ocado first party data. Summary Overall, the event was great and I'd highly recommend for next year. Perhaps owing to my Videology days, I expected something more in way of new announcements from an Upfronts event. Highlighting solutions that solve for the challenges faced by brands today. #IAB #iabupfronts #retailmedia #commercemedia #shoppablemedia #commercemedia

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Well done Instinct Digital and Cassian Scott Stephen Maynard Great traction for the ambitious growth plans at Instinct Digital - “We are delighted to partner with AlbionVC on the next stage of our journey,” said Cassian Scott, CEO.  “Our prestigious clients are fundamental to our success, along with our partners and team who have enabled Instinct to build a product that has the potential to become the benchmark in investment communications and reporting for investors." see Morningstar Synpulse Marouane Bakhtar #fintech #assetmanagement #assetmanagers #investmentmanagers #wealthmanagement #reporting #investors

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Are you reaching: ✅ the right people? ✅ ...in the right places? ✅ ...at the right time ✅ ...with the right creative? Our Peak Readiness Audit will answer these questions (and more!) and, if there's anything holding you back in the approach to Q4, we'll identify it and give you actionable feedback to make this peak season your best yet. DM me (or follow the link in the original post) to find out more.

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Far too often do I see comments around gifting not working / being dead as a practice when in reality it's never been more alive. It just needs to be done properly. The challenge though - how do you scale audience reach to maximise the marketing effectiveness of your gifting programs in a quick/easy way? It's actually pretty easy & it also helps improve the impact of your social ads where creative and authenticity still remain key. For any marketers trying to figure out how to improve either their META ads or make gifting work in an affordable way - have a look at the below from Steven Lammertink.

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Spotify streamers = holiday shoppers, whether in-store or online. In fact, 86% of global Spotify users streamed music while shopping during the festive season—and one in two streamed podcasts. This gives brands and businesses of all sizes a unique opportunity to deliver a message about their product or service on Spotify at the most crucial of moments. Get more insights and case study inspiration to help make your 2024 festive campaign on Spotify a success, right here:  https://lnkd.in/emzihsp8

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We're ramping up our Chiliz YouTube channel to bring more engaging and educational content about the sports blockchain and crypto space. 🎥✨ We need a nimble video agency that can quickly turn around dynamic, informative crypto content. Here’s what we’re looking for: - Script Writing: Capability to craft compelling narratives around Chiliz and crypto education. - Video Production: Proven expertise in producing high-quality YouTube videos consistently (aiming for one to two videos a week). Got a recommendation? If you've worked with or know an agency or freelancer who fits this description, please drop their names or tag them here. Thanks! 🙏 #Chiliz #Crypto #Video #Content

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Are you a UK media owner looking at data collaboration with retailers or retail/commerce media networks to monetise your audiences? Take a read about how Jellyfish are flexing their Google Ads partnership via LiveRamp to deliver incremental reach for a European retailer without using..... 3rd party cookies, ID bridging, IP addresses, fingerprinting probabilistic modelling, geo modelling...etc... Reading between the lines, my key points for UK audience. (sell-side edit) 1. This activity is in Europe under GDPR, utilising publisher consent signals - get paid for it! 2. The campaign delivered a third of impressions to the retailer's customers on Safari devices.   2.1. The UK has a higher %age of web browsing on Safari vs Chrome than the majority of EU markets - This would have been higher in the UK 3. If your inventory CPM on Safari is lower than Chrome LiveRamp offers a solution at no cost to help you receive budgets from data led marketing 4. Revenue from campaigns on PAIR or RampID will only be against your authenticated users, it probably won’t be the majority of your inventory, but it will be incremental. Maximise your yield by selling against it. Use the available tools; your ad-server (increase priority), deal types (ATS Direct (PMP), and sales team - package authenticated traffic to your clients using ID solutions to increase the value of your direct relationships with advertisers and agencies. Offer them increased audience access, make their campaigns on your inventory more successful.  5. The LiveRamp and Google Ads solution makes publishers more than an impression on a DSP line item report - brands can see how many of their customers are also your consumers, providing proof points for your authentication strategies.   6. Whilst this campaign is for 1st party marketing the same retailer data could be used for Retail media network buys. If you are speaking to RMNs ask them if their data is on PAIR or RampID. If it is make sure you have the right publisher tech on page to receive the campaign budgets. Read more of the details below. https://lnkd.in/eGDvwU4t Great work from Reza Garroussi Joaquim Sequeira Nunes Damien Alzonne for making it possible for brands to invest in the open internet with campaigns using deterministic 1st party data.

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Very cool use case of Lumen's attentive PMP here. The key number is the qualified conversions: the Lumen platform analyzed the attention score most likely to get high attention and high CTR based on the brand's specific data and curated a PMP built for performance & powered by attention data. Check out the full details below!

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Thanks Omar Oakes and The Media Leader UK for your always on support for protecting our industry and tapping out on #adfraud. Brand safety is not just one thing; it's impacted by so many elements from ad fraud, to invalid traffic, to inappropriate content and to money laundering. Coalition industry groups like Conscious Advertising Network and UKSAFC to name a few, are working to provide guidance to help tackle it. Today, I take on 4 steps to stamp out money laundering in online advertising. Read on to find out more.. The Digital Voice™ #adtech #brandsafety #coalition #change

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