How direct-to-consumer brands are leading the way for TV

Two children watching TV.

It is estimated that, as consumers, we see between 6,000 - 10,000 ads on a daily basis, served to us across a range of platforms and screens. With so many ads, each varying in relevance to us as individuals, it’s little wonder many are “tuned out.” Studies have shown that 26% of global consumers ignore branded digital content entirely.

Brands of all sizes are on the hunt to cut through the noise and reach increasingly fragmented audiences effectively and consistently. The...

14 December 2021 | Advertising

34% of CMOs do not trust their marketing data

A park bench with the word 'trsut' engraved on its side.

More than a third of CMOs do not trust their marketing data, according to research from marketing data analytics platform, Adverity. 

Additionally, there is a growing divide between data analysts and marketers when it comes to trusting their data. 

Almost a third of marketers don’t trust the data they are given to inform campaigns. A number that rises to 41% among their data analyst colleagues - posing a new challenge for the C-suite charged with driving...

15 November 2021 | Big Data

More than half of UK marketers expect 10-25% revenue drop from cookie deprecation

A plate of chocolate chip cookies.

Two fifths (42%) of marketers say the loss of cookies will decrease revenue and over half of these (57%) expect a drop of 10-25%. 

This is according to a study by data management firm Lotame. The company surveyed 200 UK senior decision-makers in digital media and marketing to evaluate identity solution adoption amid the flurry of data privacy changes reshaping the open web. Respondents were polled in September 2021, after Google revealed another delay to deprecating...

9 November 2021 | Best Practice

Worldwide martech industry valued at £252.65bn

A collection of Sterling notes.

The martech industry has been valued at $344.8bn (£252.65bn), according to a report released by Moore Kingston Smith, a UK multidisciplinary professional services firm.

New research from Moore Kingston Smith in collaboration with the MarTech Alliance assesses the state of marketing technology (the range of digital tools and software that marketers use to achieve their objectives) in 2021/22 across a range of industries, spanning the finance, entertainment, automotive, media and...

1 November 2021 | Big Data

Taking back responsibility for data

A graph displayed on a laptop.

It is an obvious statement to say that the more information brands hold about their customers, and the higher the quality of that information, the more accurate and relevant the marketing of products and services can be.

In today’s digital world, it’s a safe bet that much of the customer insights utilised by marketers comes from third party cookies. This has always, however, been somewhat of a scattergun approach as the science behind cookies is not very...

15 October 2021 | Best Practice

Cannabis marketing platform Surfside raises £2.9 million

Someone weighing cannabis.

Surfside, an end-to-end marketing platform that turns first party customer data into personalised marketing for the cannabis industry, has raised $4 million (£2.9m) in Seed funding. 

Casa Verde led the round and Karan Wadhera, the firm's managing partner, will join Surfside's board of directors.

Surfside launched at the beginning of 2019 to help cannabis brands and dispensaries reach customers by delivering advertisements across connected devices. The technology is...

11 August 2021 | Big Data

Three online data collection tips guaranteed to improve your business decision-making

Two people with laptops, making notes.

Given current global economic turbulence, business leaders can feel like they’re building on quicksand. Rapidly changing consumer demands, intermittent lockdowns and fluctuating manufacturing and transportation costs are just some of the challenges they’re facing.

To remain competitive, it’s more important than ever for businesses to predict trends and anticipate market shifts. Data is the secret ingredient which enables them to do this with accuracy. And many are turning to...

30 July 2021 | Big Data