Hannah Rook: ‘This makes shared events—and the unified audience they create — a uniquely powerful advertising opportunity.’ Tentpole moments have become hard to define, nuanced occurrences for advertisers aiming to keep up amid changing audience behaviors and a dynamic media and tech landscape. Advertisers around the world look for ways to effectively leverage tentpole marketing
“The album release was the perfect example of the power of a distinctive media device in delivering disproportionate word of mouth for any brand.” Obsessed’ is a monthly deep dive into social and cultural trends that can help marketers inform the way they think. Led by Kate O’Loughlin, Initiative strategist and self-confessed obsessive, ‘Obsessed’ will be a magic
The Magna and TikTok research revealed the choice to watch ads creates a more lasting impression. Giving audiences more control through skippable ads increased purchase intent by 15% for FMCG and positively impacted recommendation by +8%, a recent study on TikTok has found. The findings from Magna, the investment and intelligence arm of IPG Mediabrands, in