NewDigitalAge

This Black Friday eve, a new Digital Leaders of Tomorrow episode has dropped! This time, Ellie Davies, Influencer Partnerships Lead, Europe at Awin Global, sits down with Tyrone Stewart to chat about the influencer marketing landscape, why they haven't made it as influencers (yet), missed opportunities to join the police and/or secret service, everyone's favourite syndrome: imposter, planning weddings, and more. Give it a listen via the link in the comments

We asked Domenico Palmieri who his digital hero is. The answer was very unexpected! "Claude C. Hopkins, advertiser executive turned author who passed away in 1932, well before the advent of the internet and all the wonders of digital ads and modern technology, was the answer. Not a conventional digital hero, I know. He pioneered the science behind advertising, massively contributing to the introduction of data analytics practice, the concept of A/B testing, attribution and in general, measurement of campaign’s outcomes and effectiveness, driven by the sole goal of optimising his customer’s marketing spend." Find out more about someone who should probably also be a hero to you too in the full peice, link in comments.

What's the latest thinking in influencer markting? Rachel Bell Media Manager at Live & Breathe dives in. Influencer marketing has become a cornerstone of modern advertising, enabling brands to connect with their audiences in authentic and engaging ways. While many brands are drawn to the reach of major influencers, smaller influencers, particularly nano- and micro- influencers, can offer unique advantages. These often-overlooked influencers provide more than just a budget-friendly option – they deliver high engagement, authentic connections, and a loyal community. When an influencer genuinely supports a product, it shows, and Traackr 2024 found that 63% of consumers are more likely to trust their recommendations. Authenticity matters – followers see influencers as friends, and if a partnership feels forced or transactional, that trust erodes. Nano influencers (1,000 to 10,000 followers) and micro influencers (10,000 to 100,000 followers) may not have the followings of larger influencers, but they do offer the most authenticity. Nano and micro influencers are often viewed by their followers as relatable, trustworthy individuals – like friends, rather than celebrities. This personal connection means their recommendations come across as genuine, resulting in significantly higher engagement rates compared to their larger counterparts. Link to full article in comments.

A new study from WARC, the experts in marketing effectiveness, has found that global advertising spend is on course to grow 10.7% this year to a total of $1.08trn – the strongest growth rate in six years and the largest absolute rise on record if the post-Covid recovery of 2021 (+27.9% year-on-year) is disregarded...

Lumen Research and Ebiquity plc recently partnered on new research that reveals a surprisingly strong correlation between attentive seconds and incremental profit across media channels. New Digital Age (NDA) spoke to Mike Follett, Global CEO of Lumen Research, about the study and what the findings mean for advertisers and media buyers…

PHD Beyond: How portfolio marketers can navigate the data labyrinth By Hiot Shawl Managing Partner and Ethné Twomey, Principal Consultant. PHD Beyond Link in comments

"For brands looking to get the highest return on their campaigns, particularly in the run-up to Christmas, they should consider lessons from the online dating world." - Nisha Ridout, Marketing Director at Quantcast explores the similarities between marketing and online dating. Click on the link in the comments to read all about what they have in common.

In the lead up to Black Friday, and across the subsequent weekend into Cyber Monday, marketers are tasked with pushing large sums of money into their advertising efforts to capitalise on the ever-increasing amount being spent by consumers. This leaves the door open for potentially costly errors... Read more via the link in the comments. Grasp

Retailers can offer curated experiences that feel personal, while maintaining both transparency and control over privacy, says Edward Drax, MD of Yocuda...

In Wavemaker's monthly column, Premjeet Sodhi looks at the changing face of measurement. "In the face of tectonic shifts in the media landscape, the science of measurement has undergone a dramatic transformation. Once relegated to the backroom, measurement has now emerged as a focal point in executive discussions as the industry recognised its strategic importance. In high-growth and low-growth markets alike, media leaders are rethinking their approach to measurement, moving from a retrospective model to a real-time, continuous strategy. This evolution of measurement is reshaping how success is defined. Driving analytics from the sidelines to the spotlight, and fuelling an era where measurement isn’t just an afterthought - it's a powerful tool for competitive advantage and innovation. This shift is accelerated with the increasing share of digital investments (estimated at 70% in Global Ad Spends) and inculcation of the ‘performance mindset’ into all levels of decision making. Increasing digitalisation, fragmentation & complexity of the market have all triggered a deluge of transaction and observation data." Link to full column in comments.