In today’s episode, we’re exploring the marketing opportunities advertisers have in audio forward environments. Audio is present in nearly every moment of our lives, from weddings to commutes, workouts, and relaxation – and now marketers have more ways to engage their target audience in these spaces, and they aren’t just sound based. In recent years, the rise of podcasts and audiobooks has reshaped how people engage with audio, creating a deeper connection with streaming platforms and shifting public perceptions of media channels.

Jenny Haggard, Global Brand Strategy Lead at Spotify, joins Kantar’s Chief Media Commercial Officer, Nicole Jones, to share how marketers can harness this new intimacy in audio-based media and what they can do to better create a multi-sensory experience in these environments and drive meaningful difference for their brands.

Hosted on Acast. See acast.com/privacy for more information.

Over the past few years, marketers have nearly perfected their approach to performance-based marketing. However, research shows that the businesses that perform the best over time have a strong command over brand value. For brand marketers, this is great news and luckily, there is a lot that can be learned from the techniques and approaches from performance marketers in terms of supercharging brand.

Nicole Jones, Kantar’s Chief Media Commercial Lead and Ryan Brendle, Global Director of Marketing Sciences at Reddit, dive deep on the lessons brand marketers can take from their performance based colleagues and how applying these best practices can help grow brand value and overall revenue. 

Hosted on Acast. See acast.com/privacy for more information.

TV and video streaming are two of the most effective ways to reach audiences and predispose more people. According to Kantar Media Reactions, consumers find advertising on TV and TV streaming fun and entertaining and that TV sponsorships have better quality experiences. Marketers too are planning on investing more in CTV advertising experience. 

And yet, despite this interest, Kantar found that in Q3’24, only 16% of video streamers are happy with the relevance of ads shown to them.

Nicole Jones, Kantar’s Chief Media Commercial Lead and Anna Miller, Head of Ad Measurement and Partnerships at Roku join forces to shed light on the opportunities and challenges of advertising in this rapidly changing market and discuss the future of streaming based ads.

Hosted on Acast. See acast.com/privacy for more information.

In this episode of Future Proof, Jane Ostler talks with fellow Kantar experts Duncan Southgate and Gonca Bubani to discuss their latest report, Marketing Trends 2025. They explore the shift towards total video, the evolving social media landscape, and the rapid growth of retail media networks. The conversation highlights the importance of sustainability in marketing strategies and the transformative potential of generative AI in creative development. The experts provide insights into how marketers can stay ahead of the curve and future-proof their strategies for 2025 and beyond.

The discussion also delves into the challenges and opportunities presented by the creator economy, the role of retail media networks, and the significance of innovation in brand expansion. Duncan and Gonca share their perspectives on how marketers can leverage these trends to enhance their digital presence and customer engagement. The episode concludes with a focus on the importance of data provenance and the need for marketing organizations to deploy AI effectively to maximise its potential.

Hosted on Acast. See acast.com/privacy for more information.

The advertising industry is experiencing a rapid transformation driven by AI advancements and an ongoing shift towards digital channels. This evolution is accompanied by increased scrutiny and regulation, creating a complex environment for marketers. These are the key findings of the latest "This Year Next Year" report, recently published by GroupM.

In this episode of Kantar's Future Proof, host Jane Ostler engages in a compelling conversation with Kate Scott-Dawkins, Global President of Business Intelligence at GroupM, and author of the report. They discuss the key trends highlighted in the study, including the predicted growth in advertising revenue to one trillion dollars in 2024. They delve into the factors driving this growth, the importance of trust in advertising platforms, the evolving role of AI, and the dynamics of retail media. The conversation explores the potential implications of a TikTok ban, and exciting developments in out-of-home advertising.

Hosted on Acast. See acast.com/privacy for more information.

Having a clear brand positioning is key to creating brand consistency and connection across time and touchpoints. The Eurovision song contest is hosted by a new country with a new campaign each year so creating brand clarity is especially key.

In this episode, Lina Moussaoui, Brand Manager for the Eurovision Song Contest at the European Broadcasting Union and Marise Pronk, Senior Account Manager at Kantar talk to Lindsay Gorton-Lee, Brand Strategy Consultant at Kantar about how they unearthed the essence of the brand and created a clear framework to connect and inspire all their internal and external partners.

The written case study, ‘Great brands are built on great stories’ can be found in Kantar’s Brand Strategy Unpacked booklet here.

Hosted on Acast. See acast.com/privacy for more information.

Brand collaborations are a powerful marketing lever to unlock growth whether your strategic goals are to drive Meaningful Difference, Predispose More People, Find New Space or Be More Present.

No wonder 1 in 4 marketers cite collabs as an important tactic in the 2024 Language of Effectiveness report by Marketing Week and Kantar.

Lindsay Gorton-Lee, Brand Strategy Consultant at Kantar and Becky Ingram, Client Partner at Kantar chat to Gui Pasculli, Head of Culture & Partnership for Malibu at Pernod Ricard.

They unpack how brand collabs are helping Malibu to connect to culture and develop brand experiences which are driving meaningful difference for the brand, extending category boundaries and reaching new audiences.

Hosted on Acast. See acast.com/privacy for more information.

In this episode of Kantar's Future Proof podcast, Dr Nicki Morley, Head of Behavioural Science and Innovation at Kantar, interviews Oliver Gilding, Head of Innovation and Licensing at Iceland, to discuss their approach to innovation through unique product development and strategic partnerships.

Oliver shares insights on the importance of being bold and tenacious in innovation and how Kantar's Concept AI tool has allowed them to make informed decisions in a crowded marketplace and stay ahead in the competitive retail market.

Hosted on Acast. See acast.com/privacy for more information.

In this Future Proof podcast, Dr Nicki Morley, Head of Behavioural Science and Innovation at Kantar, speaks to Philippa Tilley, the Global Head of Radiant Brands at Unilever.

Philippa provides an in-depth look at how Unilever fosters meaningful innovation, integrates sustainability with superior product performance and utilises AI - all whilst emphasising the importance of curiosity and conviction when bringing innovative ideas to life.

Listen for valuable advice for innovators and an enlightening discussion on navigating the dynamic marketing landscape. 

Hosted on Acast. See acast.com/privacy for more information.

Brand collaborations are a powerful marketing lever to unlock growth whether your strategic goals are to drive Meaningful Difference, Predispose More People, Find New Space or Be More Present. 

No wonder they are in the top 3 most important tactics mentioned by marketers in the 2024 Language of Effectiveness report by Marketing Week and Kantar.

Lindsay Gorton-Lee, Brand Strategy Consultant at Kantar unpacks both the strategic intent and phenomenal impact of brand collaborations with Oliver Gilding, Head of Innovation & Licensing at Iceland and Brett Hamer, Product Director for Myprotein at The Hut Group.

Download Kantar's Brand Strategy Unpacked report here.

Hosted on Acast. See acast.com/privacy for more information.

Hosted on Acast. See acast.com/privacy for more information.