Tobi Nicol

I had the pleasure of joining Lou Paskalis, Tim Brown and the Association of National Advertisers to attempt to move the needle on buying quality media in lieu of cheap CPM inventory of questionable origin. Our panel dialogue, "Is the Programmatic Juice Worth the Squeeze," concluded it is because, among other things, quality media produces outcome metrics that matter. Drilling in specifically on news media -- a publishing category that continues to be in a world of hurt, Lou writes in AdExchanger that "... many presenters attempted to debunk the myth that brands that advertise adjacent to divisive or provocative content risk exposing themselves to backlash. Stagwell Global released research that showed virtually no difference in purchase intent for brands when their ads appeared next to editorial content, whether it was inflammatory or not. The question remains: Will marketers overcome their gut feelings in light of compelling research to the contrary?" I am always encouraged by this type of research, but I've come to expect that I'll be discouraged by the lack of change in media spend across trusted, professional journalism. IMHO, what we need to demonstrate *in addition to* these consumer sentiment findings is the hard data that shows equal or better RoAS (or other measurable outcome metrics) in the news content category. Evidence supports my hypothesis of better results in news vs. other content categories. For example, one recent TRUSTX advertiser experienced a 2.5x decrease in cost-per-acquisition on a campaign that was 59% targeted within news domains. News works because it's a lean-in environment where the audience is actively engaged. I am begging brands to give news a second chance. And not because its any advertiser's duty to save journalism, but because the stuff just works.

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Privacy regulation. Cookie deprecation. ID signal loss. It's a complicated time to be working in programmatic with a seriously shifting landscape. Clear Channel UK spoke to 10 industry figures at the coalface of programmatic DOOH about the benefits marketers are seeing in their approach for adding the channel to their digital strategies. From Cookies to Cohorts in Context, a free new report with expert analysis is out now 👇 https://okt.to/GsH7dt

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📈 Advertising hit an all-time high! 🔝 🤑 Ad spend soared by 9% in Q1 2024, reaching an all-time high of £9.2bn! This growth has been driven by strong online performance and highlights the sector's vital role in economic recovery. 💸 Major events like the men’s Euros and a snap general election, it's predicted that Q2 will see a further increase of 9.2%. ⚽ The UK economy is certainly riding the momentum, lets see how far this wave takes us! 🏄‍♂️ #marketing #advertising #ads #ukeconomy #ecommerce #euros #election #ESKrecruitment

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🔍 Our latest research found that women aged 45-54 control nearly half of the UK's wealth, yet only 34% say advertising influences their purchases—down 6% since 2019. Showing a growing disconnect between this powerful demographic and conventional marketing approaches. But what if there was a way for brands to understand, uplift, and empower these women while increasing their bottom line? Download our latest whitepaper to discover strategies for captivating and connecting with this transformational audience in today's media landscape. https://lnkd.in/eYMtVjCc #MidlifeRevolution #Whitepaper #GetInvloved

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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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Atomic 212º's Chief Strategy Officer, Asier Carazo, highlighted the importance of close collaboration between the strategy and trading teams in today's advertising landscape. The agency prides itself on its independence, allowing for a more flexible and innovative approach to client solutions. Asier emphasised the agency's commitment to continuous reinvention and personalised service, with a focus on ROI-driven strategies. The agency has been successful in winning new clients while maintaining strong relationships with existing ones, showcasing its ability to adapt to changing market conditions. Chief Investment and Trading Officer, Lorraine Woods, emphasised the importance of people in driving the agency's success, highlighting a diverse and energised team. Looking ahead, the agency plans to focus on smarter, faster, and more accountable media solutions, while ensuring that client needs are met in an ever-evolving advertising landscape. The goal for the next 12 months is growth, both for clients and the agency itself, through innovative product offerings tailored to client success.

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Big day for performance advertisers - today Reddit's Dynamic Product Ads (DPA) officially launches into public beta! 🛍 - Early DPA testers are already driving strong ROAS, thanks to Reddit's high-intent shopping audiences at scale, combined with our contextual, precise, and unique shopping signals. - Did you know? Reddit, Inc. is the #1 trusted platform people turn to, to learn about products and brands. People even added Reddit to their Google searches 32 Billion times last year! Check out the details here including our: - DPA Announcement: https://lnkd.in/g4FaQ5if - Shopping Suite and Case Studies: https://lnkd.in/g_M-_qVx #reddit #performancemarketing #ecomm #dynamicads

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In the wake of Google's decision to shelve its cookie deprecation plans after four years of uncertainty, our Media Strategy Director Tom Walkden shares his views on what this means for advertisers. My highlight: "The strategic investments in first-party data many companies have made in recent years... are even more powerful when combined with third-party data. This dual approach ensures we can deliver highly targeted, personalised, and effective advertising campaigns, optimising performance and driving superior results for clients."

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