Blog about Digital Advertising & Marketing Technology

Brand messaging is not an exact science – but still many campaigns fail to meet their objectives despite the presence of strong creatives.

For an expert perspective on the most important considerations when designing effective creatives we asked Valeriia Filonich, Digital and e-Commerce Manager at Sisley Paris to outline some of the processes that can be put in place to maximise the chances of success.

Digital advertising has come a long way. From direct deals between brands and publishers to the extensive ecosystem that we operate in now. As did marketing campaign reporting.

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.

In order to ensure that your brand gets enough exposure, you need to take care of your brand’s visibility. How do you know if all your company’s marketing campaigns reach your desired audience and have the right impact? There are various tools and practices that allow you to assess viewability and improve your brand’s visibility. Take better control of your business, by leveraging the best of them.