Ad-funded SVOD triples weekly reach as smartphone viewing overtakes TV
Grace GollaschAccording to a new IPA report, ad-funded SVOD services now reach 30% of adults each week, up from 11% in 2024.
‘Significant appetite’: Creativity and measurement’s role in the next stage of commerce media
Grace GollaschAs commerce media grows beyond retail, brands want media networks to deliver stronger creative and clearer measurement to prove long-term effectiveness and full-funnel solutions.
How will media spend shape up in the second half of 2025?
Grace GollaschDespite ongoing uncertainty, UK ad spend is climbing, with budgets in the second half of the year shifting towards social media, retail media and AI-driven search.
YouTube usage outpaces social media rivals over past year, YouGov finds
Grace GollaschOver 40% of UK social media users are also using X less than a year ago, compared to just 15% who use it more, according to the study.
‘A leap of faith’: Three brands on the value of ad-funded programming
Grace GollaschWith traditional forms of TV advertising failing to reach new audiences alone, Tesco Mobile, O2 and Headspace have all experimented with ad-funded programming to connect with “harder to reach” audiences.
Disney pledges to meet audiences ‘where they are’ as it unifies services
Grace GollaschDisney confirmed it will fully integrate Hulu into Disney+ by 2026, replacing the Star brand in international markets with the Hulu brand.
Meta outlines vision for ‘superintelligence’
Grace GollaschMeta CEO Mark Zuckerberg claims AI “superintelligence” – which surpasses human intelligence in “every way” – is within reach.
‘Progress isn’t always linear’: Spotify CEO backs long-term value of marketing
Grace GollaschAmid lower than expected growth in Q2, CEO Daniel Ek pointed to marketing as an example of where Spotify resists sacrificing long-term value for short-term wins.
Brands reallocate budgets ‘tactically’ in Q1 to adapt to ‘wavering economy’
Grace GollaschFrom January to March, UK advertising spend climbed 8% to a total of £10.6bn, driven by short-term solutions, according to new figures from AA and WARC.
Channel 4 CMO: Creator marketing risks ‘brand flattening’
Grace GollaschChannel 4’s Katie Jackson warns marketers are losing ownership of their brands as the use of creators and short-term performance tactics increase.
‘The same mission’: Snapchat’s marketing boss on taking on the resurrected CMO role
Niamh CarrollThe appointment of Grace Kao as Snapchat CMO in April this year marked a return of the role to the business, but Kao says whether led by a CMO or chief creative officer, the brand’s mission remains constant.
Tony’s Chocolonely one of six winners of Sky’s £2m sustainability ad fund
Emily ManockSix sustainability-focused brands have each been awarded a share of £2m in media spend to bolster growth via TV advertising.
‘Cut through in culture’: How Netflix creates ‘effective’ brand partnerships
Molly InnesBrand partnerships are allowing Netflix to create cultural cut through that is helping its biggest shows become cultural moments.
‘Careful and consistent’: Inside Channel 4’s Paralympics pivot
Grace GollaschDespite having a successful and distinctive brand platform with ‘Superhumans’, Channel 4’s CMO discusses the “scary” decision to go in a different direction.
TikTok on why ‘vulnerability’ is key to the ‘next evolution of marketing’
Molly InnesAs TikTok faces its own evolution, global head of business marketing Sofia Hernandez explains how the platform is highlighting its value to CMOs.