Writing exclusively for ExchangeWire, Tug CTO Eoin O’Neill (pictured below) outlines how the value of digital expertise has risen amid COVID-19, and explains why brands should broaden their perception of a promising marketer if they hope to thrive post-pandemic. Digital skills have been moving up the employer wish list for some time, featuring in over 80% of UK job posts as a necessity pre-pandemic. But over the last 12 months, mass disruption has driven an even greater need — and nowhere more [...]

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In the wake of his agency’s creation of a brand new head of digital role, Hearts & Science MD Garrett O’Reilly (pictured below) discusses digital transformation, its impact on the ad tech industry over the past year, and what the future could look like for digitisation in this exclusive Q&A.   What brought about the creation of the new Head of Digital role? The days when ‘digital’ could be thought about as a channel are long gone – today, it’s part of an [...]

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The IPA Bellwether Report Q1 2021, released today 15th April 2021, has revealed a net balance of 11.5% of UK marketers reporting a contraction in available adspend, down from 24.0% last quarter. Confidence is returning to the market, with a net balance of firms expressing optimism over the coming three months up to 26.2%, the most positive measure of sentiment since the close of 2015 from 5.8%. Report highlights – Concerns over the ongoing coronavirus pandemic, as well as indirect effects of [...]

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ExchangeWire speaks with Ryan Kangisser (pictured below), managing partner, MediaSense, about how the pandemic has affected the rate of digital transformation, and how brands will accelerate their efforts around measurement, data, technology, and dynamic content. Exchangewire: Prior to COVID-19, what was the outlook for digital transformation? Ryan Kangisser: The outlook was largely positive, in that most organisations had a clear transformation agenda, but against a backdrop of continued shifts in consumer behaviour, mixed with market forces, it remained for many a work [...]

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In today’s ExchangeWire news digest: Digital marketing intelligence platform SimilarWeb raises USD$120m (£92.1m); US Senate Democrats seek local news protections; and quarterly social media ad spend climbs by 56.4%. SimilarWeb raises USD$120m (£92.1m) Digital marketing and investment intelligence platform SimilarWeb has announced that it has raised USD$120m (£92.1m) in an investment round co-led by ION Crossover Partners and Viola Growth. According to executives at the New York-based firm, the funding will be used for both organic and inorganic expansion, with a focus [...]

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In today’s ExchangeWire news digest: Chinese regulators review a potential antitrust probe into Google; executives from a number of Indian start-ups discuss launching a competitor to Google’s Play Store; and AT&T loses its appeal over DirecTV ‘robocalls’.   China prepares antitrust suit against Google   China is gearing up for an investigation into Google over allegations of anticompetitive behaviour. According to sources close to the matter, China’s regulator has submitted a case to the State Council’s antitrust committee for review. The prospective probe comes after [...]

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We may be just over halfway through it, but 2020 has already been a year of dramatic change for the advertising industry. The unexpected disruption of the Coronavirus crisis and anticipated, yet somewhat dreaded, changes to data regulation have meant that the industry has had to adapt. Nathan Barling (pictured below), global vice president of product marketing & head of evangelism at Salesforce Datorama, speaks to ExchangeWire about how implementing a Maturity Index (MI) can help marketers not simply adjust, [...]

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Essence, a global data and measurement-driven agency which is part of GroupM, today [29 April 2020] released a unique report on the future of advertising based on the predictions of experts across academia, business, marketing, technology, publishing, and advertising trade organisations around the world. The study evaluates the likelihood of 15 different scenarios occurring over the next decade and assesses the implications of each for the future of advertising. Each scenario tested explores the influence of a key dynamic or [...]

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