After spending £45m on its launch campaign for ITVX this month, ITV CMO Jane Stiller says the broadcaster has even bigger plans next year.
ITV is planning a 50% increase to its paid media investment in 2023, as the commercial broadcaster chases ambitious targets for its new online streaming service ITVX.
ITV director of client strategy Kate Waters believes TV has a clear role to play in addressing the “hard creative challenge” of appealing to older consumers.
The broadcaster claims the new streaming platform will enable it to double its streaming viewing, monthly active users and subscribers, while delivering “valuable” addressable advertising inventory at scale.
Rising costs and price inflation will drive businesses to seek cuts and save margins, but marketers must ensure investment behind the brand is sustained.
The travel business is aiming for more direct bookings over those generated through paid marketing investment, something that it claims will benefit its P&L.
The juice category has become “commoditised” in recent years, with its leading brands underinvesting in it. Tropicana is aiming to push back against this by dialling up its brand assets, investing in innovation and reconnecting with key occasions.
Dragons’ Den star Deborah Meaden is confirmed for the 11th Festival of Marketing. She will join CMOs and other speakers from the world of marketing and beyond on 3 October.
According to WARC Media, social media is the largest media channel worldwide by advertising investment, with Meta alone representing a 63% share of global social spend.
