As brands have had to adapt their media plans during COVID-19, some changes might be temporary – but some represent an acceleration of more fundamental trends, says Huw Griffiths, Chief Product Officer at UM Worldwide. So what is going on? And where will marketers invest more next year? Including findings from the latest Kantar Media Reactions study, this episode looks at the relative importance of targeting, receptiveness, cost, attention and proving ROI; the right time to invest in advertising within new media environments (and the smart questions to ask first); and why it’s crucial to account for the uniqueness of every channel in your media mix… while keeping your campaign creative integrated.
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Notes
Future Proof is the marketing podcast from Saïd Business School, Oxford University, and Kantar, the marketing insights and consulting company.
In each episode, we’ll have a frank discussion with industry experts, to help brands and business leaders navigate the changing landscape of marketing… and hopefully dispel some myths and misconceptions along the way.
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