Ad spend is drifting in the wrong direction.New research from Peter Field, Lumen Research and Newsworks reveals what many of us suspected: ➡️ Campaigns in high-attention media deliver 58% more attentive seconds per £ spent ➡️ High-attention campaigns boost market share by 12% and brand effects by 17%And yet… Over the past decade, media investment has flipped: 📉 2015 → 68% went to high-attention media 📈 2025 → 70% goes to low-attention mediaPeter Field calls this “an astonishing absurdity” — and he’s right.Advertisers are chasing cheap impressions in low-attention channels, while walking away from the media that actually drives profit.👉 The takeaway: Attention is not just a metric. It’s a proxy for effectiveness. Brands ignoring this are trading short-term efficiency for long-term growth.Always in-tune, navigating with curiosity and Zeal.#AttentionEconomy #MediaEffectiveness #AdSpend #ROI #BrandGrowth #adeffectiveness #profitability Jack Benjamin The Media Leader UK Heather Dansie Mike Follett IPA (Institute of Practitioners in Advertising)

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CTV should be a performance marketing medium.Despite massive growth in streaming, most Connected TV ads still mimic traditional commercial breaks. No surprise that many still see CTV as “TV, on the internet.”But that outdated approach limits performance. When the creative doesn’t deliver then advertisers look elsewhere and publishers leave money on the table. There’s a better way.I lay out a new path forward on Streaming Media Magazine: treat CTV as its own medium that combines the best of both worlds. Reach and brand awareness of traditional TV, but with the creativity and measurement of digital ads.Digital and social platforms have set the bar with ads that are interactive, behavior-driven, and native to the experience. CTV should follow suit by creating ad experiences driving behavior, not just brand awareness. Engaging viewers during the content without a startling interruption. And allowing precise performance measurement.A creative reset is overdue and essential for advertisers, publishers, and audiences to win together.Link to article in comments.

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The challenge for publishers isn’t a lack of content — it’s making sure each reader sees what’s truly relevant to them. Which is why personalization should be a a core principle of your product strategy. This is the case for Neue Pressegesellschaft mbH & Co. KG, where 80% of the homepage is now personalized. And they're not just personalizing for the sake of being modern. They do it because it works — across every key metric:> Conversion: Relevant content improves paywall hits and subscriber growth.> Engagement: Readers return more often when they see what interests them.> Churn prevention: Retention increases when readers consistently find value.⚡ Personalization is powered by a mix of user-configurable modules and algorithmic recommendations, driven by their central data warehouse, where they track reading behavior, user choices, subscription status and more📈 Since launching the new homepage strategy earlier this year, results have been impressive: > +10% increase in paywall hits> Personalized teasers: 10% CTR (vs. 3% for manually placed content)> +28% increase in average active days per subscriber➕ Personalization doesn’t stop at the homepage. In fact, it’s working across every product touchpoint:> Their personalized newsletter is the best-performing email by far (opens and CTR)> They're expanding personalization into push notifications and other channels.> And they're now launching a new feature: “Frag mich” (Ask Me) – a chat-based assistant powered by generative AI.Congratulations to Head of Product, Daniel Geiger, and the team for this work! Find Daniel's full piece on The Audiencers: https://lnkd.in/eF-NnNwM

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The agency world is having an AI moment and completely missing the point.Weber Shandwick just launched their Weber I/O platform in EMEA. Stagwell's dropping $20M quarterly on AI communications. Most agencies are building tools to create content faster or measure campaigns better.That's not where the real opportunity is.Here's what I'm seeing in the data: 82% of PR professionals still can't prove their ROI. The AI-driven advertising market hit $26.99B but most agencies are using it for the same old reactive playbook, just faster.The fundamental shift isn't about generating press releases with ChatGPT or analyzing sentiment with machine learning. It's about moving from "what happened" to "what's going to happen" to "what should we do about it."Real AI advantage comes from systems that can predict market responses before you launch a campaign. That can simulate competitive scenarios and prescribe optimal actions. That can automatically adjust strategy based on real-time signals.Most agencies are buying AI tools to do their current jobs better. The smart ones are using AI to do completely different jobs.Interpublic gets this: their new Aaru partnership leverages predictive simulations to forecast audience sentiment and move from reactive to proactive campaign optimization in real-time. In a world in which Omnicom is consolidating and WPP's operating profit dropped 47.8%, the survivors won't be the ones with the fanciest content generators. They'll be the ones who saw the market shift coming six months ago and positioned accordingly.The industry is confusing automation with intelligence.

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Performance this, Performance that .. 😤 “𝘔𝘺 𝘤𝘭𝘪𝘦𝘯𝘵𝘴 𝘢𝘳𝘦 𝘗𝘦𝘳𝘧𝘰𝘳𝘮𝘢𝘯𝘤𝘦 𝘥𝘳𝘪𝘷𝘦𝘯 𝘤𝘭𝘪𝘦𝘯𝘵𝘴.”“𝘞𝘦 𝘥𝘰 𝘴𝘱𝘦𝘯𝘥 𝘰𝘯 𝘢𝘸𝘢𝘳𝘦𝘯𝘦𝘴𝘴, 𝘣𝘶𝘵 𝘷𝘦𝘳𝘺 𝘮𝘪𝘯𝘪𝘮𝘢𝘭, 𝘣𝘦𝘤𝘢𝘶𝘴𝘦 𝘸𝘦 𝘸𝘢𝘯𝘵 𝘤𝘰𝘯𝘷𝘦𝘳𝘴𝘪𝘰𝘯𝘴.”In MENA, its no secret that Media Agencies and Vendors are running out of breath in endless trials to re-adjust Advertisers’ tendency away from “Digital Advertising = Performance”, due to the belief that people are “already Aware” of the brand.The frustration is understandable. 😌 But due to the cluttered scene, resulted from tactical campaigns (low CPMs + blind reach), users really lost awareness of your brand’s full-story. They might have heard of you, but when it comes to buying-decision, why should they remember you?🧠 “𝗜𝗳 𝗽𝗲𝗼𝗽𝗹𝗲 𝗱𝗼𝗻’𝘁 𝗸𝗻𝗼𝘄 𝘆𝗼𝘂 𝗲𝘅𝗶𝘀𝘁, 𝗵𝗼𝘄 𝗰𝗮𝗻 𝘁𝗵𝗲𝘆 𝗰𝗼𝗻𝘃𝗲𝗿𝘁?”In MENA, where performance campaigns often dominate the budget, brand awareness still feels like a luxury to many marketers. But here’s the truth:👉 𝗔𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 𝗳𝘂𝗲𝗹𝘀 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲.You can’t measure it the same way you measure CTR or ROAS, but you can prove it’s working. So, here's how you can manage measuring Brand Awareness:Ready?📊 𝗨𝘀𝗲 𝗽𝗿𝗼𝘅𝘆 𝘀𝗶𝗴𝗻𝗮𝗹𝘀Branded search lift, direct visits, organic mentions, these are your silent ROI builders.🧪 𝗔/𝗕 𝘁𝗲𝘀𝘁 𝗮𝗻𝗱 𝗰𝗼𝗺𝗽𝗮𝗿𝗲 𝗹𝗶𝗳𝘁Users exposed to awareness messaging usually convert better. And platforms like Meta or DV360 can help prove it.💰 𝗔𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 𝗹𝗼𝘄𝗲𝗿𝘀 𝘆𝗼𝘂𝗿 𝗖𝗔𝗖 (Customer Acquisition Cost)Better recall = better performance results. Simple math.📍 𝗟𝗼𝗰𝗮𝗹 𝗰𝗮𝘀𝗲 𝘀𝘁𝘂𝗱𝗶𝗲𝘀We’ve seen brands in KSA & UAE slash acquisition costs after investing in brand storytelling.(Let me know if you need few examples on this I can actually share, from the MENA region.)🔁 𝗦𝗵𝗼𝘄 𝘁𝗵𝗲 𝗳𝘂𝗹𝗹 𝗳𝘂𝗻𝗻𝗲𝗹Dashboards that connect awareness to mid and lower funnel actions are gold.So next time someone asks:“𝘞𝘩𝘺 𝘴𝘱𝘦𝘯𝘥 𝘰𝘯 𝘴𝘰𝘮𝘦𝘵𝘩𝘪𝘯𝘨 𝘸𝘦 𝘤𝘢𝘯’𝘵 𝘮𝘦𝘢𝘴𝘶𝘳𝘦?”Remind them: 𝗬𝗼𝘂 𝗰𝗮𝗻'𝘁 𝗼𝗽𝘁𝗶𝗺𝗶𝘇𝗲 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂 𝗱𝗼𝗻'𝘁 𝗲𝘅𝗶𝘀𝘁 𝗶𝗻.Let’s make awareness measurable. And impactful.

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The face of digital advertising is changing fast. For years, advertisers focused on reach and impressions. But the game has changed. Now, it’s about relevance, how naturally an ad fits into a person’s journey, without feeling forced or intrusive. Today, data, AI, and creativity are coming together to redefine how brands connect with people. Context is emerging as the true bridge between automation and empathy, allowing brands to combine the precision of data with the power of human connection.The future of advertising isn’t about being louder. It’s about listening better, adapting smarter and creating experiences that truly resonate.💡Read on to know more: https://lnkd.in/gQMkqbeN #Xapads #DigitalAdvertising #ContextualAdvertising #AdTech

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Performance marketing is having a reckoning felt by publishers over a decade+ ago. For years, paid search “GOATs” like Google were reliable levers for automotive brands — search, click, convert, repeat. But the game has changed… again.We’re not marketing in search engines anymore. We’re marketing in answer engines.That means:   •   Your brand shows up after… way after   •   Your ad is just one of ten AI-generated “alternatives”   •   And your margin takes a hit, even when you win the clickPerformance isn’t dead — it’s just not going to be 75% of the budget anymore.Publishers’ fair share will also never be 75% of the budgets again, but it’s time to build more than a product feed.That’s where [name the publishers] come (back) in. We’re helping brands in the performance and aftermarket space connect with real enthusiasts through storytelling, content, and community — not high $$$$ keywords.The brands that win now are showing up where their customers already care.Let’s build the kind of brand presence the algorithm can’t replicate.#AftermarketMarketing#PerformanceBrands#AutomotiveAftermarket#MotorsportsMarketing#BrandBuilding#ContentMarketing#PerformanceMarketing#DigitalAdvertising#MarketingStrategy#OwnYourAudience

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Addressing the real issue instead of covering it up with a rebrand, Cracker Barrel is showing real maturity by listening and addressing customer needs. If only the ad agencies and consultancies who talked Cracker Barrel (and dozens of other brands) into this would also listen to their customers.

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Search News: Google just launched a new Trends API, and it’s a huge step forward for language and content research.The new Google Trends API alpha gives programmatic access to five years of search data, with support for daily, weekly, monthly, and yearly intervals—plus comparisons across countries and subregions.That’s already big news for content strategists, SEOs, and journalists.But there’s another layer here, It opens up new possibilities for tracking how language evolves over time.Instead of just spotting short-term spikes, this API may let you analyze how terms emerge, fade, and transform across geographies and timelines. Think of it as a window into cultural shifts, not just search demand.I hope you can:• Join and merge multiple query requests (far beyond the UI’s 5-term limit)• Access consistently scaled data for better comparisons• Analyze topic seasonality, regional shifts, and semantic evolution at scaleGoogle is finally giving researchers and builders tools that match the scale of the questions they want to answer.Heads-up: You’ll need a Google Cloud Project set up to apply for access. It’s part of the registration process for the alpha.Why this matters for content and SEO:• Trend timing and language nuance are everything, this API helps quantify both• You’ll spot rising terminology before it hits mainstream adoption• Semantic drift and lexical variation can now be tracked with actual dataThis is the kind of infrastructure that turns intuition into insight.https://lnkd.in/ejr5iuuP

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We've heard the question many times: Will Connected TV work for our business?Our latest 2025 CTV Insights Report provides a clear answer. Despite making up just 3.5% of total media budgets, CTV delivered a higher median incremental ROAS ($2.88) than both Meta ($2.30 at 32% of budget) and Google ($2.39 at 40.5% of budget).The problem isn’t CTV, it’s the data. Platform-reported metrics understate true impact by nearly 20% on average, with some campaigns over- or under-reporting results by as much as 5-10x.The takeaway is simple: When brands lean into incrementality measurement, they uncover the full story on CTV’s true causal contribution. Get our latest report in the comments and check out our press coverage: https://lnkd.in/g5yfgQP5

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Publishers, Are You Ready for What’s Next in Ad Tech?The ad monetization landscape is evolving fast—and those who don’t adapt risk falling behind.Here are three trends we’re watching closely:1. Retail Media is BoomingRetail media networks are redefining how ads reach consumers. The data, the proximity to purchase, and the scale? Game-changing.2. AI is Reshaping CreativeGenerative AI is no longer a buzzword—it’s becoming the backbone of personalized, high-performing ad creatives. Publishers who embrace this will win on both performance and efficiency.3. The Cookieless Countdown ContinuesThe clock is ticking. Chrome’s phaseout is pushing everyone to rethink identity, targeting, and measurement. Are you ready?At MonetizeMore, we’re not just keeping up—we’re building the tech and strategies that help publishers thrive in this new world.Let’s make these shifts work for you, not against you.#AdTech #DigitalPublishing #Monetization #AI #RetailMedia #CookielessFuture #ProgrammaticAdvertising #PubOps #PublisherRevenue

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Appreciative to have my latest piece appear in AdAge where I share my thoughts on the intersection of agencies, AI and data. For the first quarter of this century the media ecosystem has been transformed in a way not seen since the the beginning of the last one. The early 1900's saw the introduction of Radio and Television as new media formats into the advertising ecosystem. The 2000's saw the explosion of digital technologies and internet advertising. With the rapid rise of AI the underpinnings of that ecosystem are set to be reinforced in a manner that is further transformative. I share some top level thoughts of how agencies can benefit here: https://lnkd.in/eZN-48Bk

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5 uncomfortable truths about media sales (that rarely get said out loud)👇1. The “best” option for the client isn’t always what gets soldIncentives, short-term pressure, and company mandates often shape recommendations more than strategy2. The data is never as clean as it looksBeneath the polished decks, it’s messy, directional, and rarely bulletproof3. Sales success isn’t just about skillTiming, budgets, internal politics, client bias, and plain luck all play bigger roles than anyone admits4. Many clients don’t fully understand what they’re buyingBundles, jargon, and clever packaging keep the waters muddy, and the knowledge gap wide5. “Partnership” has limitsWhen quarter-end looms, quota pressure beats partnership platitudes every single time#mediasalesmasterypodcast

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Nano Banana, VEO 3, and MakeUCG just CHANGED ADS FOREVERLast month = $34,920 generatedLast week = $17,874Today = $2,678 (and counting)From a small brandAll built by AI. No filming. No editors. No agencies.This isn’t another “AI gimmick.”It’s a full creative team compressed into one system:•⁠ ⁠Upload just 1 product image → instantly creates a talking UGC video •⁠ ⁠Produces reviews, testimonials & B-roll on demand•⁠ ⁠Ready to go to publish in TikTok, Reels & Meta•⁠ ⁠Runs nonstop A/B tests to scale winnersThe result? Brands are launching 100+ viral ads per day… without touching a camera.That means:•⁠ ⁠No waiting weeks for an agency•⁠ ⁠No $5K–$10K per month retainers•⁠ ⁠No production headachesJust nonstop, revenue-generating creative on autopilot.And because so many people asked…I put together a FREE guide showing the exact tools + workflow behind this system here at MakeUGC:•⁠ ⁠The system we use•⁠ ⁠How to turn reviews into UGC ads from one image•⁠ ⁠How to create them to convert in your campaigns•⁠ ⁠Real examples of viral ad campaignsJust like + comment “NANO” and I’ll DM you the full guide.(must be connected)

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At PubMatic, we know that publishers are not just passive suppliers - they’re strategic partners who drive value across the open internet. Today, we launched a new AI-powered platform to give them the tools they need to optimize revenue, activate data, and access premium demand. Check out the video to see AI in action and learn more here: https://lnkd.in/gnZ9kfTd

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