Mike Piggott

3 weeks ago | mediacat.uk | James Swift |Elliot Wright |Mike Piggott |Svilena Keane

MediaLab boosted Laithwaites’ profitability and brand — without sacrificing short-term sales — with regional tests that increased orders, awareness and consideration, and also won a small budget effectiveness award. The wine merchant needed to create sustainable future demand after the pandemic-driven surge in sales had slowed. And its previous approach had focused on short-term customer acquisition, rather than brand differentiation.

3 weeks ago | mediacat.uk | Elliot Wright |Svilena Keane |James Swift |Mike Piggott

In their latest research with Digital Cinema Media, Ian Murray and Andrew Tenzer explore how media channels shape consumer perception — and why marketers may be overlooking one of the most powerful pricing levers they have. Their study suggests that consumers are willing to pay more for brands advertised in premium media environments — not because of the creative, but because of what the media channel itself signals.

3 weeks ago | mediacat.uk | James Swift |Elliot Wright |Mike Piggott |Svilena Keane

Nick Manning doesn’t need to be crusading for a better advertising industry. He built and sold a successful media agency (Manning Gottlieb Media, now MG OMD) in the 1990s, held senior network jobs, spent a decade in the C-suite at Ebiquity, and is now a consultant. Unless he has the spending habits and investing instincts of Nicolas Cage, Manning’s probably doing fine.

3 weeks ago | mediacat.uk | Elliot Wright |Mike Piggott |Svilena Keane |James Swift

One question that haunts every marketer: how do I know it’s a real person seeing my ad? When at least 40% of web traffic comes from fake users, according to cloud computing service provider Cloudfare, it’s not a paranoid question — it’s a necessary one. The answer, up until now, has been simple. For a fee, verification vendors like IAS, DoubleVerify, or Human Security promise to filter out bots and invalid traffic, offering peace of mind that real budgets are reaching real people.

3 weeks ago | mediacat.uk | Svilena Keane |Elliot Wright |James Swift |Mike Piggott

Out-of-home (OOH) ads reach 97% of UK adults each week, according to the marketing body for the OOH advertising industry, Outsmart, and yet they account for just 2% of complaints. Last year, the Advertising Standards Authority (ASA) received 1,135 complaints about OOH ads (this excludes the 448 complaints it received about point-of-sale material).