Tag Archives: UM

Adam Morton of UM: why brands need big ideas not short-term tactics

A lot has been written, including by yours truly, about advertisers focusing on short-term tactical goals and ROI rather than long-term brand building. One element of short-term marketing thinking is the over-focus on ROI, an efficiency rather than effectiveness metric. ...

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WPP hits perfect storm of media reviews

Oh dear, as we observed earlier it’s turning into a terrible week for WPP and its new CEO Mark Read. Hard on the heels of losing a big chunk of $4bn Ford’s creative and global media for GSK and United ...

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UM’s Lawrence Dodds: AI is here already to maximise ads but humans needed to avoid brand safety nightmare

Artificial intelligence has already made a significant impact within the programmatic sphere through machine learning. AI-driven neural networks are becoming more capable and more able to mimic human behaviour as the technology develops. Advertisers could soon be applying the technology ...

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