Author: Dan Hills

• The Zero-Sum Game: Maximizing e-Commerce Revenue with Minimal Google Ads Investment

  Feb 26

  The Zero-Sum Game: Maximizing e-Commerce Revenue with Minimal Google Ads Investment Executive Summary The digital advertising landscape in the UK is highly competitive, with businesses investing up to £100,000 per… more ›

• White Paper: The Modern B2B Marketing Manager: A Catalyst for Growth in the Age of Data and Demand

  Feb 25

  Executive Summary: The B2B marketing landscape is evolving at an unprecedented pace, demanding a new breed of marketing leader. This white paper explores the multifaceted role of the modern B2B… more ›

• Harnessing the Power of Human Nature: Applying Behavioral Science in Marketing, Media, and Advertising

  Feb 24

  Abstract: Traditional marketing often relies on assumptions of rational consumer behavior. However, behavioral science reveals the powerful influence of cognitive biases, heuristics, and emotional factors on decision-making. This paper explores… more ›

• The Undervalued Value Proposition of Broadcast TV in the UK: A Case for Intangible Assets

  Feb 21

  I. Introduction The broadcast television industry in the UK has long been a cornerstone of the country’s media landscape. The sector has an extensive reach and a history of delivering… more ›

• Is BARB’s Measurement Methodology Outdated in the Age of Streaming?

  Feb 19

  The Broadcasters’ Audience Research Board (BARB) has long been the gold standard for measuring TV viewership in the UK. Established in 1981, BARB was created to provide a reliable and… more ›

• Is Traditional Radio Measurement Outdated in the Age of Streaming and Podcasts?

  Feb 18

  The UK radio advertising industry has long relied on traditional measurement methods to gauge listenership and effectiveness. Historically, this has involved diary-based panels, where selected listeners manually record their radio… more ›

• Luxury Craft Spirits and Wines: Elevating Consumption to an Experience

  Feb 17

  The landscape of alcoholic beverages is undergoing a significant transformation. This change is fueled by a growing consumer desire for authenticity, craftsmanship, and premium experiences. Consumers reject mass-produced options. They… more ›

• The Massive Reach of Global Platforms

  Feb 13

  I was talking to a UK-based toy brand this week. They are seemingly struggling to realize their global potential across the global media giants, e-commerce, and audience platforms. This is… more ›

• Transparency Within the UK Media Advertising Industry

  Feb 11

  Transparency in the UK media advertising industry is crucial for building consumer trust and ensuring effective ad spend. Here are some key themes to consider: Consumer Trust Transparency is essential… more ›