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The job advert describes the new role as playing a critical role in “driving audience value across the BBC”, particularly on digital platforms. The job ad states: “Audience value is defined as a ‘valued daily habit’ with the BBC, which is a measure of whether audiences are willing to pay the licence fee. In addition to this ‘consumption’ metric, for audiences to value the BBC they need to perceive the Brand as ‘for me’. In the future, most of the value will be delivered to audiences across ou
The average tenure for a CMO continues to fall. On average, CMOs working at the top 100 advertisers in the US had been in role for just 39 months, or 3.3 years, in 2022, according to the annual study by leadership advisory firm Spencer Stuart. This is the lowest level in more than a decade and a drop from an average length of service of 40 months in 2021.
On average, CMOs working at the top 100 advertisers in the US had been in role for just 39 months, or 3.3 years, in 2022, according to the annual study by leadership advisory firm Spencer Stuart. This is the lowest level in more than a decade and a drop from an average length of service of 40 months in 2021.
The study examined how ad creative impacts 61 metrics including lift, search intent, click-through rates and more in the consumer product group, automotive and other verticals. Creative quality can lead to 23% aided ad-recall, which drops to 2% for ads with poor creative quality. The study found that consumers looking for a product are 20% more likely to notice and 13% more likely to enjoy ads with improved visuals such as human presence, product images, or prominent logo placement.
Digital audio had the largest percentage gain — up 20.9% to $5.9 billion — but its share of total digital ad revenue barely edged up, from 2.6% in 2021 to 2.8% last year. Digital video followed closely, with a 19.3% gain, and also logged the largest dollar increase of any format: up $7.6 billion, to $47.1 billion. Video’s share rose by a strong 1.6 percentage points, from 20.9% to 22.5%
Marketing strategy is the most undervalued skill by businesses, according to Marketing Week’s 2023 Career and Salary Survey. More than half (51.5%) of the more than 3,000 marketers taking part in this year’s survey say businesses are undervaluing marketing strategy. That figure drops to 46.7% for B2C marketers, but reaches 52.4% of B2B marketers and 54.9% for those working in businesses with a mix of B2B and B2C.
ChatGPT, which is owned by OpenAI, took two months to get 100 million people signed up – no mean feat. It was free to do so and many of those who did then received a short and succinct quantitative questionnaire asking a number of things, including four open ended questions around price. Ritson says often brands do no research around pricing. They just have a “general idea and that’s what they go with”, or they base it on cost or position against competitors’ pricing, which effectively takes