Digital Advertising

The latest advertising best practice, case studies, trends, training and more. From affiliate marketing and behavioural targeting to native and programmatic

Retail Media

A diagram illustrating the growth of retail media

What is retail media and what is driving its growth?

The retail media market has come a long way since Amazon first launched its network in 2012. Since those early days, a broad range of retailers and other businesses have established their own retail media networks, from Walmart to Kroger, Tesco, Best Buy, Instacart and even Marriott. This has catalysed growth which is set to […]

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How will Google’s IP Protection impact ad targeting and measurement?

Google has begun testing another feature from its Privacy Sandbox, IP Protection, which takes aim at the use of IP addresses as ad targeting identifiers. We spoke to some experts about how it works, and what it means for advertisers.

Latest Reports

Retail Media Best Practice Guide

Retail media can help brands reach in-market customers near the point of sale. This guide looks in-depth at the retail media opportunity, with best practice advice on strategy, campaign execution and measurement.

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Paid Search Best Practice Guide

Search engines are often the first port of call in the customer journey. Econsultancy’s Paid Search Best Practice Bundle covers everything businesses need to know about the complex and constantly evolving area of paid search advertising.

The Fundamentals of Digital Advertising

With the digital arena expanding to include apps, TVs, virtual worlds and even outdoor billboards, digital advertising has grown vastly in size and scope in recent years. This best practice guide looks at how marketers can successfully plan, create, execute and measure digital ad campaigns.

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The changing CTV landscape

Reports of television’s demise as a mass-marketing platform may have been greatly exaggerated by some of online advertising’s proponents in the past decade, but the numbers show the inevitable impact of media competition and fragmentation on broadcasters.

In one section of his presentation from February of this year, The New Gatekeepers, Benedict Evans looks at the impact on broadcast viewing as media has fragmented. A notable slide includes a chart showing Nielsen ratings for the top-rated US TV show, which was viewed by over 60% of TV households back in the early 1950s, but by barely 10% of households in 2020, a time of streaming and creator content.

So, what does connected TV (CTV) look like in 2023?

Case Studies

San Francisco Climate Action Plan generates 255% increase in awareness of actions to reduce CO2 emissions with integrated campaign

The San Francisco Environment Department worked with Most Likely To on a campaign aimed at creating awareness and inspiring action among all San Franciscans, using positive messaging, UGC- style social video content and in-person engagement, all in three languages. San Francisco Climate Action Plan | Most Likely To

Ad targeting illustration featuring a large magnet pulling hearts, likes and money towards it. One person is sitting in the bend of the magnet with a laptop, another is standing next to it with a bow and arrow. Another is nearby with a clipboard. Images of a clock, a target with an arrow in it, and a video play icon surround the magnet.

The contextual advertising boom: What is it, and how can brands take advantage?

What exactly do we mean when we talk about contextual advertising? Why is this particular type of advertising – once the predominant method of online ad targeting, which later took a back seat to behavioural targeting – experiencing a resurgence in popularity? And how can brands employ it to best effect?

Latest Articles

Google’s Privacy Sandbox: What are the latest concerns?

A five-week industry testing period recently concluded for Google’s Privacy Sandbox initiative, during which Google announced that it would be pushing back the deprecation of third-party cookies for a third time. What are the current concerns from industry bodies and regulators, and what does it all mean for advertisers?

Fast Track to Digital Marketing

Raise your floor in digital marketing with Econsultancy’s Fast Track to Digital Marketing, for one or one thousand employees, all included in your Econsultancy membership.

This programme combines the best of our on-demand, live, social and interactive elements into highly engaging team-learning experiences.

Through this hybrid course, you and your team will be empowered to:

  • ​Drive measurable results and tangible ROI
  • Be more productive, creative and efficient
  • Elevate your marketing strategy to new heights

Microlearning Courses

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