Performance Marketing Unlocked

What media platforms do marketers prefer to spend on? And using what channels? Perhaps more importantly, how do their preferences align with consumers?

On this episode of the Performance Marketing Unlocked podcast, Gonca Bubani (13:04), Global Thought Leadership Director of Media at Kantar, unpacks their latest Media Reactions report, reviewing the findings in an attempt to determine whether or not their really is freedom of choice in digital advertising.

Opening this episode however, is PMW's Premium Content Editor Jyoti Rhambai (2:05), fresh off her flight back to London from Boston. Alongside host Joe, Jyoti regales us with tales from her trip to HubSpot's Inbound Conference 2024, revealing the biggest marketing trends talked about at the event and hot takes from industry superstars including Ryan Reynolds and Serena Williams.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

(2:05) A review of Hubspot's Inbound conference 2024 with Jyoti Rhambhai

(13:04) Introducing Kantar's Gonca Bubani

(24:12) Are marketers paying enough attention to consumers' advertising preferences?

(34:09) Is there really freedom of choice in advertising?

(44:28) PMW's famous 'resell me a pen' challenge

~ Further reading ~

Amazon, TikTok, Netflix and YouTube crowned advertising’s golden childs

X poised to suffer ‘biggest recorded pullback’ from advertisers ever

Is AI bridging the gap between performance and creative?

Hubspot launches host of AI-powered tools for marketers

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Creating an identity on social media is becoming increasingly important for brands, and leveraging popular trends like 'Brat Summer' and 'Demure' can be a quick-fire way of making headway in this respect. But it doesn't come without risk, particularly when investing in influencers and creators to send a brand's message out into the world.

On this episode of the Performance Marketing Unlocked podcast, Ellie Hooper (16:00), Head of Client at The Goat Agency, outlines exactly how performance marketers can ace their organisation's influencer and social media marketing, whether that be organic or paid.

Opening the episode, once again, is PMW's News Reporter Reem Makari (2:45), who has been working day and night to bring you up to speed with Google's latest antitrust trial against the US Department of Justice. Listen as Reem and Joe set the stakes, reveal the biggest takeaways from day one of the trial, and look to the future through some expert analysis.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Further reading ~

Brat summer turns ‘very demure’: how brands can leverage viral TikTok moments

The future of affiliate marketing: AI, influencers, and beyond

What’s really happening in affiliate and influencer marketing?

Everything you need to know ahead of Google’s antitrust trial

Google vs. the DOJ day one: what we know so far

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Is audio advertising a viable performance marketing channel? The millions of Brits listening to music and podcasts everyday tell us there is certainly an active audience ready to be leveraged, but UK adspend indicates that marketers aren't yet sold on the medium.

To convince them otherwise, this episode of the Performance Marketing Unlocked podcast features Ed Couchman (20:19), Head of Sales for the UK and Northern Europe at Spotify. With over 626 million monthly active users, Ed believes Spotify represents why audio advertising is quickly becoming performance marketing's most underutilised advertising channel.

Like any good salesman, Ed brought his pitch along with him. From the medium's success in the US to Spotify Ads Manager's litany of case studies, even the most sceptical performance marketer will be hard-pressed to ignore audio's potential.

Opening the episode however, is PMW's News Reporter Reem Makari (2:56). Reem joined PMW from a podcasting background and famously adores the practice, so she jumped at the chance to go head-to-head with host Joe for some verbal jousting on why audio ads should demand more marketing dollars than alternative performance channels.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Further reading ~

Everything I’ve learnt about performance marketing and why I’m choosing to ignore it

Budweiser Brazil is transforming songs that name-drop its brand into audio ads on Spotify

Why brands should be harnessing the power of fandom

Spotify’s ad marketplace expands to Asia and Latin America with AI

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Maintaining brand safety in advertising is becoming increasingly difficult. From ensuring ads are placed within appropriate contexts to preventing wasted adspend caused by overzealous and outdated exclusion lists, modern digital advertising can be a minefield for publishers, advertisers, marketers and brands alike. And following news that X's lawsuit against the World Federation of Advertisers (WFA) will see it close down the Global Alliance for Responsible Media (GARM), brand safety just got even harder to secure.

This episode of the Performance Marketing Unlocked podcast features PMW's Editor Robin Langford (2:29), who takes us on a whistle-stop tour of the latest stories from across our news desk, with brand safety a central theme throughout. Touching on Amazon's partnership with Pinterest and TikTok, whether or not Google will have to sell part of its adtech business, and much more.

Also in this episode, Fiona Salmon (11:21), Managing Director of Mantis, joins us to discuss how X's lawsuit against the WFA led to the discontinuation of GARM and what the industry can expect with regard to brand safety and suitability going forward. In conversation with host Joseph Arthur, Fiona discloses why she thinks short-terminism isn't going anywhere, how Mantis is trying to help publishers get the most from their ad placements and why AI is the best path forward.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Further reading ~

‘It seems a bully has won’: Ad industry reacts to GARM’s demise after Musk’s X lawsuit

GARM to shut down following Musk's X antitrust lawsuit

US court rules Google’s search business broke antitrust laws: What next?

Amazon expands in-app shopping partnership to include TikTok and Pinterest

WARC: Brand safety tops advertisers’ programmatic advertising concerns

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Chrome will no longer be deprecating third-party cookies before H1 2025. Announced towards the end of last month, the news sent shockwaves through the industry, leaving marketers wondering exactly what the future of data collection is going to hold.

Seeking to answer all the burning questions, this episode of the Performance Marketing Unlocked podcast features PMW's Premium Content Editor, Jyoti Rambhai, and News Reporter, Reem Makari (2:41), who join host Joseph Arthur to evaluate the news' biggest winners and losers.

Also in this episode, Mike Fantis (20:10), VP and Managing Partner of DAC Group UK, speaks to Joseph about the chain of events that led to Google's decision, provides an insight into what Chrome's 'user choice' cookie feature might entail, and outlines why regardless of the continued access to third-party cookies, marketers still need to be investing in alternative, first-party data driven solutions.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Further reading ~

Google scraps cookie deprecation plans in favour of new ‘user choice’ feature

‘Their plan has failed’: Industry reacts to Google’s cookie u-turn

‘Anyone else tearing their hair out too?’: Adland reacts to Google’s big cookie comeback

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From sifting through over 600 applicants for single executive jobs to trying to find diamonds in the rough to fill junior positions, it's been a difficult 12 months for the performance marketing workforce – but with the economy trending upwards, are conditions about to improve?

This episode of the Performance Marketing Unlocked podcast features PMW's Premium Content Editor, Jyoti Rambhai (3:18), who joins to discuss the findings from the latest IPA Bellwether report for Q2 2024. Together, Jyoti and host Joseph Arthur unpack all the top-line insights from a generally buoyant report and reveal some of the industry's early reaction.

Also in this episode, Jodie Clayton (18:48), Associate Director, Marketing, Digital and E-commerce at Major Players, joins Jyoti and Joe to discuss the state of play for the marketing workforce. The trio discuss PMW's recently released Workforce Report and Jodie lifts the veil on all things marketing jobs for 2024 and beyond – from how the economy is set to impact salaries and the opportunities across both junior and senior positions, to the incoming 'reskilling revolution' and AI's potential impact on the job market.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Further reading ~

IPA Bellwether: Marketing budgets revised up at strongest rate in over a decade

The importance of a trial and error approach: 17 marketers’ takeaways from the latest IPA Bellwether

IPA Bellwether reaction: 13 experts on AI’s tipping point, live events comeback and beating the cookie-free rush

PMW’s Workforce report: Average salary changes across 36 marketing roles revealed

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PMW's Cannes Lions 2024 podcast miniseries concludes with this special, AI-focused mini-episode featuring Duncan Southgate, Senior Director, Creative and Media Solutions at Kantar.

Recorded during day two of Cannes Lions Festival of Creativity, the discussion centres around AI – particularly generative AI – and marketers' ever-changing relationship with the technology.

Duncan joins host Joseph Arthur to lift the veil on AI's potential when it comes to measurement, campaign creative, optimisation and more. An expert on data analysis and insight gathering, as well as a Cannes Lions veteran, Duncan explains why AI has become such a talking point in Cannes and how marketers' attitudes towards it are beginning to shift from aspiration to application.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Further reading ~

That's a wrap! The biggest surprises, lessons and highlights from Cannes Lions 2024

Cannes Lions 2024 in review: 17 marketers look back at the festival that was

One minute in Cannes with: Relo Metrics

One minute in Cannes with: SS+K M&C Saatchi

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PMW's Cannes Lions 2024 podcast miniseries continues!

Recorded on the ground in Cannes, the second edition of PMW's miniseries looks at the festival in review, unpacking the biggest surprises, lessons and highlights from Cannes Lions 2024.

PMW Editor Robin Langford joins host Joseph Arthur once again, offering listeners a flavour of the festival from within the Palais itself. Together, they share their personal highs and lows and biggest takeaways ahead of next year.

Featuring even more insights from adland's best and brightest, including Rebecca Swift, Senior Vice President of Creative at Getty images, Tony Gemma, Global VP and Head of Yahoo Creative and Brittany Blanchard, EVP Digital Media at Media.Monks, the Performance Marketing Unlocked podcast has become the go-to show for hot takes on all things Cannes Lions.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Further reading ~

Cannes 2024: Yahoo and Reddit launch products while Google encourages AI experiments

Cannes Lions Day 5: Putting creativity into context

One minute in Cannes with: Media.Monks

One minute in Cannes with: Channel Factory

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PMW is on the ground at Cannes Lions 2024!

Having been dubbed the 'Festival of Creativity and Tech', this first edition of PMW's Cannes Lions podcast miniseries brings you expert insight on all of the biggest discussions, innovations and under-the-radar talking points from across the Croisette.

PMW Editor Robin Langford joins host Joseph Arthur to synthesise all of the 'Cannesdemonium' from the opening days of the event, touching on everything from gen AI and the cookie-less conundrum to CTV, retail media and sustainability.

Featuring revelations from the industry's best and brightest, including the likes of Uber Advertising's Paul Wright, Tripadvisor's Lena Arbery, Adform's Phil Acton and many more, whether you're on the ground in Cannes or following along from afar, the Performance Marketing Unlocked podcast has you covered.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Further reading ~

Cannes 2024: Amazon launches cookie-less solution, WACL holds industry accountable for women representation

Cannes Lions Day 2: A walk on the wild side

Cannes 2024: Meta upgrades advertising suite with boost to gen AI tools

Cannes Lions day 1: back inside the blast furnace of global marketing

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Is programmatic and digital out-of-home (DOOH) the next big performance channel? This week's special guest certainly thinks so.

This episode of the Performance Marketing Unlocked podcast features PMW's Editor, Robin Langford (2:25), who reveals PMW's "most ambitious project yet" – the Performance Marketing Roadmap. The 'top secret' four-part project endeavours to answer the four most consequential questions that performance marketers need answered.

Also in this episode, Mo Moubayed (12:07), co-founder and co-CEO of independent OOH verification adtech company, Veridooh, outlines why programmatic and DOOH is the next big performance channel, set to dominate the future of adspend. Further, as with any good start-up, Veridooh has a doozy of an origin story. Mo tells all, revealing how the company was founded, what challenge it set-out to resolve and exactly how it not only survived but thrived during the global pandemic.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Further reading ~

DOOH it better in 2024

“Out of Home can already be used as a performance marketing channel”: Mo Moubayed, Veridooh

Top 5 adtech tools this week: Prescient AI, Awin, Veridooh, System1 and Amplified Intelligence

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