Mark Giblin
London, England, United Kingdom
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McCann Bristol
The latest IPA (Institute of Practitioners in Advertising) Bellwether report, published this morning, sees UK marketing budget growth hit a decade high 🚀 The Q2 2024 survey includes: 📈 Marketing budgets see strongest upward revision since Q1 2024 📈 Upward revisions to budgets across every main category 📈 Company-own financial prospects at strongest since Q3 2021 Chris Falconer, Group Managing Director, at McCann Central said: ‘It’s great to see the IPA’s Q2 Bellwether results showing an improved performance and a brighter outlook. For our part, we’ve certainly noted an increase in activity across all of our McCann Central offices and growing demand for key services particularly social, B2B, PR and Media. We’ve also had a busy first six months in terms of new business and, with some big wins under our belts, we are confident about the second half of the year.” Read More 👇 https://lnkd.in/ekprz6DZ #BellwetherReport
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McCann Birmingham
The latest IPA (Institute of Practitioners in Advertising) Bellwether report, published this morning, sees UK marketing budget growth hit a decade high 🚀 The Q2 2024 survey includes: ⭐️ Marketing budgets see strongest upward revision since Q1 2024 ⭐ Upward revisions to budgets across every main category ⭐️ Company-own financial prospects at strongest since Q3 2021 Chris Falconer, Group Managing Director, at McCann Central said: ‘It’s great to see the IPA’s Q2 Bellwether results showing an improved performance and a brighter outlook. For our part, we’ve certainly noted an increase in activity across all of our McCann Central offices and growing demand for key services particularly social, B2B, PR and Media. We’ve also had a busy first six months in terms of new business and, with some big wins under our belts, we are confident about the second half of the year.” Read more on the report here: https://lnkd.in/eR4V66ph #BellwetherReport McCann Demand McCann Bristol McCann Leeds
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Hunterlodge Advertising
📈 The latest IPA (Institute of Practitioners in Advertising) Bellwether Report reveals a continuous uptick in UK marketing spend, marking a trend of growth since Q2 2021. With nearly a quarter of surveyed companies increasing their budgets in Q1 2024, it's evident that optimism is on the rise. 🚀 Rob Hunter, CEO at Hunterlodge, sees this as a positive sign for agencies like ours. He highlights the importance of strategic marketing efforts in driving customer engagement and business growth, especially in the events category. 💼 Read more reaction... 💡 #MarketingTrends #IPAReport #BusinessGrowth https://lnkd.in/e4UjXASY
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Anthony Crocker
In an increasingly competitive digital advertising landscape, media sellers find a fresh edge with attention metrics. This rapid-fire panel hosted by Adelaide explores why attention metrics aren’t just another buzzword but a pivotal strategy for publishers and SSPs like Financial Times, PubMatic, and The Telegraph to stand out, generate demand, and improve advertiser outcomes. Join me, Nicola Spooner and Lee C. at MAD//FEST from 3.45pm on 3rd July as we discuss the practical benefits, the evolving marketplace, and the promising future of attention measurement and activation.
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Billy Ryan
‘Lost in translation’ There is a gap between ‘pro advertising’ investment analysts, the effectiveness evidence of businesses like Ebiquity and Nielsen; and the reality of brands’ advertising investment patterns. 😶 Ian Whittaker Brand Finance IPA survey last October found 89% of investment analysts believed marketing spend should be capitalised (i.e. booked as an investment) some or all of the time. 🌱 The recent ‘Profitability’ report by Thinkbox reported an average Profit ROI of £4.11 across the econometrics client base of Ebiquity and Group M. 💰 But in the UK, growth in ad investment outside of PPC and Retail media has been a paltry 1.6% a year for the last 5 years. And Nielsen say 50% of their clients are leaving profit on the table by under-investing. ➖ In the7stars recent effectiveness survey, 45% of senior marketers believed their organisation saw marketing as a cost rather than an investment; in sharp contrast to the view from the investor community. 👎🏻 This sentiment was embodied by Richard Warren, Director of Marketing at Nationwide during the unveiling of the Profitability research 2 weeks ago: “Whilst we [marketers] might think this is really clever and shrewd to cloak advertising in the word investment, they [Excos and boards] just think it’s bollocks.” 💣 I’ve written a piece for WARC (see comments) that analyses the disconnect between these two camps. When investors look at strong brands they see attributes like pricing and distribution power, sales persistence, and high barriers to entry for competitors. But when brands put forward the business case for advertising these metrics rarely show up; replaced instead by a basket of custom brand metrics, in-year sales, or more problematically - attributed outcomes. The article (no paywall) analyses the problem in depth and proposes three practical ways to close the gap between analysts’ and C-Suites’ contrasting perceptions of advertising. 🤝 Lena Roland Catherine Driscoll David Tiltman Paul Wilson Tom Fishburne Dr Grace Kite Nic Pietersma
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Insights by Kantar
Kantar BrandDynamics is receiving important signals from Telco providers... are we seeing a big switch in consumer favourites? 👀 In the last year, newer category entrants, such as Lebara, Asda and SMARTY Mobile, have picked up 3.1% Mental Market Share (otherwise known as Demand Power) at the expense of the bigger players in the category. Established Telco giants need to boost their signal and watch out if consumers continue to swipe left 👈 #telco #telecommunications #BrandTracking #KantarBrandDynamics
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Desmond Lawrence
**Retail Media Data – It's Not About End of Funnel** Recently, I was having a conversation with Michael Hawtin on the pros and cons of retail media data. What is interesting is that we both agree on the value of retail media data, but we just have slightly different points of view. Our conversation made me realize that we need to talk more about RMN datasets, the value they offer, and how we could possibly use these datasets in ways that deliver more value. Michael rightly pointed out that there are some problems with RMN datasets (CPM costs, match rates, scalability, etc.). He also noted that RMN datasets are an extremely rich source of data. However, the cost does not always outweigh the benefit of using these sets in performance marketing (in most cases). The thing is, as we spoke more, it became apparent that maybe as an industry we are limiting the use of RMN data to single outcome campaigns. The amount of data that exists in these datasets—from user behavior, impulse vs. considered purchase, price-driven vs. loyalty, product correlation, basket share, etc.—is immense. So why just stick to building audiences that are activated in performance segments of the funnel? Here’s the point: we have access to all of this extremely rich data that builds a comprehensive picture and profile of consumers. We can aggregate this data into cohorts that can be used not only to target audiences in the lower part of the funnel but also further upstream. When matched or merged with panel data, this data can be used to identify audiences across upper funnel brand marketing, OOH, linear TV, etc. This helps drive more value out of the use of this data and gives us a better return on our investment. By no means is this way of thinking about RMN datasets a revolutionary approach, but I do hope it will inspire others in the market to start thinking outside the box in how we can utilize this extremely rich source of data. I’d like to thank Michael Hawtin for his time and conversation around this subject. He gave me a lot of food for thought (more than I can put down in words right now). That’s what our industry needs more than anything: healthy discussion, debate, and idea generation. #letstalk #RetailData #Marketing #datadrivenmarketing #marketinginnovation #digitalmarketing #retailmedia
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Alex Powell
Good to see digital video revenues growing across Europe. You’d think at 45% digital ad spend and grossing out at over €21Bn, it wouldn’t be totally revolutionary if it had its own category instead of being lumped in with ‘Display’. Making it easier to apportion agency budgets, manage publisher cost centres and offer a rare opportunity for the industry to call a spade a spade. Here’s to hoping. https://lnkd.in/eCFT2Jp2
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Lee Mead
Privacy regulation. Cookie deprecation. ID signal loss. It's a complicated time to be working in programmatic with a seriously shifting landscape. Clear Channel UK spoke to 10 industry figures at the coalface of programmatic DOOH about the benefits marketers are seeing in their approach for adding the channel to their digital strategies. From Cookies to Cohorts in Context, a free new report with expert analysis is out now 👇 https://okt.to/shpCkQ
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Chris Walton
Quite a striking chart from the US. These trajectories suggest ad spend through connected devices will overtake traditional linear adspend by about 2027 or 2028. Whilst spend on linear TV ads remains very significant, this highlights very clearly the challenge facing legacy TV networks as the numbers of competitors for CTV dollars is much larger and continues to grow. Hard to argue that this trend won't be replicated in Australia, albeit with slightly longer timelines perhaps. It is also a challenge for the AU government as most streaming services will be owned by offshore companies. Where to strike the balance between allowing market forces to play out versus ensuring a vibrant future for a key domestic industry??? Source: eMarketer, Axios
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Radio Connects
https://lnkd.in/eKPGKSDU Profit Ability 2: The New Business Case for Advertising, a significant new study on marketing effectiveness from measurement firms Gain Theory and Ebiquity, along with media agencies EssenceMediacom, Mindshare, and Wavemaker UK, was released last week. The study reveals how #advertising drives #profit over time. Key findings: The just released Profit Ability 2: The New Business Case for Advertising study reveals nearly 60% of advertising profit effect occurs between 14 weeks and 2 years. The 24%-18%-58% rule: 24% of advertising pays back in the same week. 18% of advertising profit impact occurs between week 2 and week 13. 58% of advertising return occurs between week 14 and 2 years. Advertising impact occurs over an extended period of time because very few people are in the market in the next 3 months. Overall, a dollar of advertising generates $5.19 of profit (all media over 2-year period). In the short term, 1 to 13 weeks, advertising generates $2.36 of profit. A dollar invested in #audio (AM/FM radio, podcasts, or streaming), will generate $3.12 of profit within 1 to 13 weeks. Over the entire 2-year period (1 week to 2 years), a dollar invested in audio will return a total of $6.29 of profit. Of 10 media, audio ranks 2nd in short-term return on investment (ROI) and 3rd in overall ROI, beating all digital platforms. Audio is #3 in conversion of investment to profit generated, beating all digital platforms. Audio punches above its weight. At 1% of the media budget, audio generates 1.12% of the profits generated. Audio profit payoff occurs equally in the short and long term. Profit Ability 2: The New Business Case for Advertising is a meta-analysis of econometric benchmarks to understand the short- and long-term payback of advertising to business profit. All of the analysis in the new study was post-pandemic, examining advertising business effects from 2021 to 2023. The study uses marketing mix modelling (MMM) to link advertising spend to incremental profit. Marketing mix modeling is the gold standard for understanding media effectiveness. It’s a statistical modelling approach that isolates the contribution of advertising from other factors that drive a business (pricing, distribution, seasonality, etc.). The 24%-18%-58% rule: Nearly 60% of advertising impact occurs between 14 weeks and two years Via significant media mix modeling and econometric analysis, the study found: 24% of advertising pays back in the same week. Thus, a quarter of advertising’s overall contribution to profit occurs immediately. 18% of advertising profit impact occurs between week two and week 13. 58% of advertising return occurs between week 14 and two years.
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EssenceMediacomX
The latest IPA (Institute of Practitioners in Advertising) Bellwether report highlights a “solid expansion” in total marketing budgets in Q1. David Grainger our senior vice-president and head of planning told The Media Leader that the “optimism” in the latest report showed “the resilience of the UK marketing landscape”. 🚀 He said: “It also points to how brands are beginning to adapt to the new communications economy.” Read more from David and other industry experts here 👉 https://bit.ly/44a5EoO #UKMarketing #MainMediaAdvertising #MarketingTrends #BreakthroughThinking #NewCommunicationsEconomy
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Pieter Jadoul
Good (long) read, underpinning some interesting insights about data driven advertising. A conclusion: combination of reach + context + transparent targeting should deliver the most incremental sales (not astonishing, but great to read an article gathering data to prove it). Some quotes: "Arielle, a former chief privacy officer at UM in the US, got her own data from a broker and found that she was in 500 different audience segments, both a man and a woman, worked in food service, agriculture, but was also a defence contractor, an engineer and was simultaneously below the poverty threshold and classified as high income." "The key word here is incremental. As Wiberg’s findings point out, the problem with targeting towards conversion optimisation is you are effectively advertising to many people who were already going to buy you." “When further considering data costs, we find that content interest – which can be seen as a form of contextual targeting – appears to be not only the most effective, but also the most cost-efficient tactic.” "The secret to effective, immediate action-based advertising, is perhaps not so much about finding the right people with the right personas and serving them a tailored customised message. It’s to be in the right places. The places where they are already engaging with your category, and then use advertising to make buying easier from that place." "My suggestion, given the complexity that always surrounds these topics, is that you do your own experiments with your own curious and sceptical minds. If you can do that before you’ve blown millions of dollars on data and technology, you might end up looking a little less stupid at the end of it." AdSomeNoise https://lnkd.in/eZpeh9zE
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Permutive
"Publisher signals are delivering strong results for advertisers; their solution is available today, so why wait?” says our Head of Advertiser Customer Success, Ned Jones 💡 This is in reaction to the latest IPA Bellwether Q2 Report, which reveals a striding return to growth in UK marketing budgets. Ned sees data collaboration and connectivity between advertisers’ target audiences and publisher audiences as the biggest opportunity for brands to maximise budgets 📈 Read more in this piece by Aimee Newell Tarín for ExchangeWire: https://lnkd.in/eh4uCrXx Innovative brands that work with Permutive are already moving out of cookie-based buying and into leveraging publisher signals. These brands see double to triple reach, increased sales, and reduced CPAs. #PublisherSignals #datacollaboration
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Tom Bourne
“Knowledge is Power”. Therefore, information holds the key to success - and we recognise this at Publisher Discovery. The affiliate marketing industry can be notoriously opaque, which means having an effective way to analyse data has to be a priority. We are that way, revealing data across networks, and showing you how your competitors are performing. As well as providing an in-depth analysis of your own performance. Think of it as taking off the blinkers, and opening your eyes to the bigger picture - going from data impotence to web omnipotence. We have expanded the data field, so you can take advantage.
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Mark James
Brilliant bit of thought leadership from Oliver Mead here on the opportunity cost of not leaning in on clean rooms and Amazon Marketing Cloud in particular. To quote the man himself: 'Across EMEA, as major publishers commit to 3rd Party Cookie depreciation over the next 24 months, 1st Party Data and the use of Clean Room solutions are going to transform the way advertisers build media strategies and optimize campaigns. Moving quickly to better understand and utilize clean room solutions (such as AMC) is especially important within EMEA when you look through the lens of GDPR / privacy regulation and how future changes in the media ecosystem will impact advertisers' capacity to understand the shopper's path to purchase.' Hitting the nail on the head 🔨 - fantastic work Oliver Mead Link in the comments below 👇
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