iProspect @ CES 2023: What's Next In Tech & Media
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In our CES 2023 What’s Next Report, we have identified the intersection of key trends and technologies we saw on the show floor, along with what’s making waves outside of CES for the upcoming year.
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iProspect bags the Zalando media account
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The international fashion company selects iProspect as its Global Media Agency of Record following a competitive pitch.
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The importance of maintaining investment during periods of financial downturn
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Recession, financial downturn, call it what you will… what is clear is that the immediate reaction of many brands in periods of financial hardship is to claw back or reduce marketing budgets. From a media and marketing perspective it is of course frustrating when it seems like cutting ad spend is the immediate solution finance departments find to balance the books or prepare for a potential economic downturn. But is it the best solution, and if not, what does history and experience tell us is?
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Ad Spend Report December 2022
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Advertising Spend is projected to keep rising through the next few years, but the growth is slowing. Discover more insights at iProspect.
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RECMA names iProspect as ‘surging’ in annual media network report
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RECMA (Research Company Evaluating the Media Agency Industry) named iProspect a Top 15 global digital agency network, ranked 14th overall.
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iProspect featured in WARC’s Gen Z Report
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What do they think marketers need to keep in mind when trying to engage young people? Discover more about Gen Z, at iProspect.
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Midyear dentsu Ad Spend Report 2022
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The midyear follow-up to the January 2022 edition of the dentsu Global Ad Spend Forecasts points to a continued recovery despite another year of economic uncertainty.
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iProspect snaps up Josh Dwiggins as new Global Chief Client Strategy Officer
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iProspect announces the appointment of Josh Dwiggins to its global leadership team as Global Chief Client Strategy Officer.
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Operating in the intersection of 3 Cs can help brands win
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Global President, Amanda Morrissey, delivered a keynote address titled ‘Convergence of Media’ at the unveiling of the dentsu-e4m Digital Advertising 2022’ report
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Dentsu Ad Spend 2022
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The new dentsu Ad Spend Report forecasts 9.2% growth in global advertising investment in 2022, outpacing real GDP growth projections by 4.7 percentage points. Dentsu combines data from more than 50 global markets on a semiannual cadence. The current report anticipates US$745bn in global ad spend.
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A Cookieless World Conclusion
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As 87% of people now believe data privacy is a right, not a privilege,[1]we, as marketers, should do better to address their growing concerns around how their information is collected and used. It is not only a matter of legal compliance, but also a matter of trust. In that context, although the recent evolution in the cookies landscape has triggered legitimate concerns around the potential consequences on advertising efficiency and on market dynamics, we should all welcome any change promoting user privacy as a collective, meaningful progress. Of course, these changes come with their own set of challenges and uncertainties, and the industry will probably have to make do with less - but better - data. As we have seen in this report: The leading web browsers are moving away from third-party cookies, creating a fresh paradigm for the digital marketing industry. In 2023, we consider using third-party cookies for advertising purposes should be a relic of the past. Apple is going even further, requiring apps to explicitly obtain consent to keep tracking users.[2] Some digital marketing activities are impacted, such as data management, audience activation, and performance measurement. Marketers must reconsider how they manage data. This means questioning their current value exchange, improving communications around data privacy, and revisiting their technology needs. To keep engaging consumers, marketers should investigate the possibilities offered by contextual targeting and cookieless audience targeting alternatives such as persistent IDs. To measure future performance, marketers will have to combine multiple techniques, from in-platform attribution to incrementality measurement to media mix modelling. A solid testing roadmap will be more important than ever. There is no silver bullet for this evolution, instead, each brand must develop its unique combination of responses. It is fine if your organisation has not figured out the best option yet. You are not running behind as there is still time to adapt – but you should not wait any longer to plan your transition to a new model. We expect discussions around privacy and identity to stay at the forefront of the debate even after we have pivoted to the cookieless world. This is why at dentsu we constantly monitor the martech landscape and are committed to working alongside our clients and partners to imagine and implement solutions that work for all. As a global leader in search marketing, we have implemented advanced cookieless strategies for the world’s largest brands for the last 10+ years. We are using this know-how to help our clients not only thrive in a world free of third-party cookies but do so with speed. Digital advertising has always been one of the most dynamic and exciting marketing spaces - and we are confident the best is yet to come. For more, download the full report today: http://ow.ly/KDTK50FKTaJ [1] Microsoft Advertising in partnership with iProspect, 2020 Consumer Privacy and Brand Trust Survey, Dec 2019 – Mar 2020, as featured in the report In Brands We Trust, published in April 2020 [2] Apple Developer, App Store, User Privacy and Data Use, as accessed on May 4, 2020 0
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The Beginning of A New Era
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The Beginning of A New Era | A Guide for the New Era of Digital Marketing | The Cookieless World
3 mins read