Perspectives
Media Performance Perspectives
Explore our perspectives. Stay informed, stay inspired and stayahead with our latest thinking.
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Digital Media
UK social media advertising spend hit £11.5 billion in 2025, a 21% increase on the previous year according to IAB UK's Digital Adspend study. That makes paid social the fastest-growing...
Written by: Simon
Digital Media
Meta is not making one change to its advertising platform. It is making several, all at once, and all pointing in the same direction: less manual control for advertisers, more...
Written by: Simon
Digital Media
Most marketing teams can tell you how many conversions they got last month. Fewer can tell you which channels actually caused them. That gap between counting conversions and understanding what...
Written by: Simon
Media Strategy
Most conversations about media effectiveness focus on what happens after a campaign launches. The creative, the targeting, the optimisation. But the decisions that determine whether a campaign succeeds or wastes...
Written by: Simon
Digital Media
Meta has changed how it measures clicks. On 3 March 2026, the platform announced a structural overhaul of its attribution framework, introducing a new category called “engage-through attribution” and narrowing...
Written by: Simon
Media Strategy
80% of UK marketers say they have adopted AI. Only 6% have fully embedded it into their workflows. Those two numbers, from Salesforce's 2026 State of Marketing report and the...
Written by: Simon
Digital Media
According to the latest Advertising Association and WARC forecast, UK ad spend is expected to pass £50 billion in 2026. Total market size matters, but the channel split is where...
Written by: Simon
Digital Media
In the UK, “performance media” and “performance marketing” are often used interchangeably. That’s where the confusion starts, and where many strategies fall short. Here’s the practical way to think about...
Written by: Simon
Digital Media
Performance media has moved from niche discipline to the operating system of modern marketing. For UK CMOs and Marketing Directors under pressure to prove ROI, it offers something rare: a...
Written by: Simon
Digital Media
Google Ads has never been more powerful or more confusing on price. CPCs are rising, AI is reshaping auctions, and every blog seems to quote a different “average” cost. If...
Written by: Simon
