How you can make the most of podcast advertising
As more brands grow wise to the potential of podcast advertising to reach engaged and dedicated listeners, is there a risk of an eventual over-saturation that will turn once-loyal subscribers off?
Future of Advertising 2019
On June 14th ads depicting harmful gender stereotypes will be banned in the UK. This shift, coupled with the rise of ‘woke’ marketing and the dominance of the duopoly, highlights that the advertising industry faces as many challenges in 2019 as it does opportunities. The Future of Advertising special report, published in The Times, explores how brands can overcome the inherent difficulties and embrace the possibilities. The report covers how brands can find the balance between brand-building and short-term wins, how new engaged audiences such as podcast subscribers can be reached, as well as the five most important mistakes marketers need to avoid in 2019. Also featured is an infographic on the state of influencer marketing today including the most popular platforms used and how marketers are justifying spend on this channel
In association with
In this report
-
Should brands bring advertising in-house?
The last few years have seen swathes of companies in-house their advertising functions, but what is the impact on creativity when your employees are working on the same brand, year in year out?
-
Why things are looking good for advertising
‘Our industry – the keepers of brands and imagery, the content makers and human connectors – has an incredible opportunity to lead the way forward’
-
Five mistakes marketers should avoid in 2019
The modern internet has provided the worlds of advertising and marketing with abundance, in terms of tools, techniques, data and possibilities. But while everything that's new has been embraced, time-tested strategies of the past are viewed as ineffective and boring. Marketing thought leader Tom Goodwin explores the need for balance, and what marketers should avoid this year and beyond
-
-
Advertising effectiveness vs. efficiency: what is important?
Brands prioritising short-term wins over long-term brand-building could end up falling short of the competition
-
Brands struggle to make ‘woke’ marketing work
Reaching out to a new generation of consumers that grew up skipping ads on YouTube is an ongoing challenge for brands. But how do companies show they are alert to political and social injustice in an authentic way? More importantly, should they even try?
-
What does the future influencer look like?
Influencer marketing is a huge industry and is almost synonymous with the platforms it appears on. However, given its rapid growth and a recent marked change in consumer attitudes to social media, how will influencer marketing evolve? Here are four possible scenarios
Sponsored content
-
Ad industry calls for single source of truth
Advertisers need accurate analysis of campaign spending with an effective ad delivery and management platform for creative content
-
Are networks set up to do joined-up thinking?
An independent, story-first approach can deliver on the promise of true integration, says Roger Hart, chief executive at Aesop Agency, and MC&C Media chief executive Robin Trust
-
Why brands must conquer their fear of data
Patrick Johnson, chief executive at Affectv, explains how brands can overcome concerns and distrust around data to move to the next level of data-driven targeting
-
Smarter brands for a digital age
As digital disruption and big data reshape marketing towards shorter-term strategies, the case for digital advertising as a brand-building tool has yet to be convincingly made. However, modern-day advertising must embrace the idea that the nature of brands themselves will need to change, as Sean Healy at global media agency network Carat explains
-
At the forefront of advertising
The face of advertising has changed dramatically over the past 23 years, but few have pioneered innovation within their sector during this time more than Claire Randall Consulting
-
Tuning in to what viewers want
TiVo is transforming content discovery with technology based on machine-learning for a more personalised user experience
-
Building on pillars of excellence
Successful advertising is seldom simple, but the narrative adopted by Verizon Media to capitalise on the future of the industry certainly is. It’s a narrative aided by a shift and rebrand of the media company
-
The Future CMO 2020
Our Future CMO special report, published in The Times, features articles on combating fake news, upcoming Christmas campaigns, celebrity founders and branding, and more. It features an infographic on the changing evolution of the advertising landscape from traditional to digital.
-
Climate Change 2020
Our Climate Change special report, published in The Times, explores innovative ways to offset carbon emissions, staying profitable as a B corp, and the environmental cost of going digital. It also looks at which business leaders are lobbying for real action. The infographic examines how big your business’s carbon footprint is and the impact of remote working.
-
The Fashion Economy 2020
The Fashion Economy special report, published in The Times, examines recent shifts in buying behaviour, fighting fast fashion, virtual catwalks, and more. The featured infographic looks at changing fashion attitudes towards more sustainable apparel.
-
Supply Chain Resilience 2020
Coronavirus has highlighted the fragility of global supply chains, so what needs to be a priority when rebuilding for future resilience? Our Supply Chain Resilience special report, published in The Times, examines the importance of last-mile delivery, the future warehouse, the obstacles of reshoring, and more! The featured infographic looks at how COVID-19 has impacted global supply chains, how they’re faring now, and plans for the future.