Digital Advertising

The last couple of years have seen a revolutionary change in online consumer behavior, with some brands needing to adapt quite radically. That, along with tighter privacy controls, has left agencies wondering what the future of advertising holds and how campaigns will look in 2022 and beyond.

For an answer, we asked Desmond Lawrence, Global Digital Activation Director at Havas Media Group, to set out the key trends he sees in consumer behavior and what that means for the brands and agencies targeting them in the years ahead.

A brand is a company’s greatest asset. Therefore, it needs to continually be looked after to make sure that it is visible and properly perceived by consumers. Focusing on improving brand visibility and increasing brand awareness among the target group not only strengthens the market position, but also has a positive impact on a company’s performance in the long run. What should be done to ensure proper brand visibility? How can we measure the effectiveness of branding efforts and the progress made in this area?

A globally-recognized brand like BMW is hugely valuable, yet the company still has to sell product to survive. Group Marketing Director Marie Dellbrant reveals how she balances these twin demands and manages creatives on either side.

How will clients assess their marketing services partners amid the decline of 3rd-party cookies, and what strategies can help firms prosper?

The digital advertising industry is facing a precipitous moment on the back of Google’s decision to remove 3rd-party cookies from its Chrome browser in 2023, but marketeers must act now by implementing other strategies rather than waiting for the perfect solution to replace their favourite tracking tool. In this interview, Louise McMahon, Automotive Marketing Communications Section Manager at Honda UK, outlines what changes her business has made and what marketing services partners need to do to stay relevant when it comes to cookieless advertising.

Looking for some solutions that will improve the effectiveness of your online ads? Leveraging advanced targeting in advertising is one of the first things you need to consider — it allows marketers to reach the right customers, namely those who are interested in your company’s offer. This way you can improve their efficiency and reduce the costs of your marketing campaigns at the same time.

Video content grows from year to year. In 2021 the average viewer retains 95% of the message while watching it, as opposed to just 10% of the retention rate when reading it, 55% of consumers use movies to make purchasing decisions. What’s the future of video content and how to measure the effectiveness of video content?