Matteo Busnelli

Can cities benefit from #DOOH advertising? Absolutely. Milan is a perfect example. Here, large-format screens are integrated into building façades blending seamlessly with the surrounding architecture. The revenue flows from advertisers to media owners and then to the city, helping fund the restoration of historic landmark. 🏛️

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The most honest thing ever written about advertising was published in 1974. Alan Hedges, in Testing to Destruction (IPA), described in detail how advertising acts as “wallpaper".  Always there. Rarely noticed. Background noise giving the faintest of nudges. To make the point, he dissected a housewife’s journey to buy floor polish (it was the 70s). Explaining in 2,000 words how her decision was shaped less by a single ad and more by a long accumulation of brief exposures she barely remembers. Whenever I speak to anyone outside the industry about advertising you realise pretty quickly that he was right.  As Byron Sharp finds, advertising is often a "weak force". That all felt right for the broadcast era. But today? On signal-driven channels like social, ads seem to work differently. Less like wallpaper and more like a window showing things you might actually want. Maybe I've drunk too much of the kool-aid. But this feels different to what Hedges describes. If you look at newer UK brands like Gymshark, Wild deodorants etc they seem to have been built using advertising as a window rather than wallpaper. dentsu estimates algorithmic media is 60% of spend today, heading to 79% by 2027. A lot more advertising may work this way in the future, especially as TV becomes connected. You could argue this is just another way of describing the old Brand vs DR split. But as advertisers are increasingly using these channels for brand building, I’m not sure the lines are as neat as they once were. Either way, Hedges’ honesty is still refreshing 51 years on. If you work in advertising, Testing to Destruction is definitely worth your time. I’ve attached the book below, the ‘wallpaper’ section is on pages 70–76 if you want to dive in. HT to Richard Harriford for reminding me of this book and Nick Kendall for introducing me to it years ago!

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The agency of the future 🔮 Excited to share the latest episode of Meta Performance Talks, a series where we chat with inspiring marketing leaders about strategy, performance and industry trends. In this episode I sat down with Ruth Stubbs, Wavemaker CEO EMEA.  Here are some key takeaways: ✅ AI will redefine productivity in the next few years we will see exponential gains that are hard to even imagine today. ✅ AI proficiency will be the norm transforming how teams collaborate and operate. ✅ Client engagement will evolve. #marketingstrategy #performancemarketing #digitalgrowth #AI

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HOW TO MAKE YOUR ADVERTISING PROFITABLE If you want to know what makes advertising profitable then read on ... At Cannes this year we released 'The Creative Multiplier' which was an enormous study led by Andrew Tindall combining the System1 data and Effie Worldwide to try and understand what drives brand and business results There are a lot of insights but 3 things emerge as the essential elements 👉 EMOTION - further evidence that generating an emotional response in your audience is essential to success. Don't be dull. As Orlando Wood describes it you need to be Showman not a Salesman 👉 FLUENT - you need to be remembered and leverage your brand's distinctive assets as much as possible. This isn't about your logo but using all the different elements like sound, pack, characters etc 👉 TIME - Creative compounds over time as your audience become familiar with it. As Mark Ritson told the audience at Cannes "you are all taking your cakes out too early" The Chart below is the summary in report and sums it up nicely See how much more likely you are to generate profit by being emotional, fluent and consistent We are running a webinar where Mark will be sharing all the highlights from the Cannes presentation including Beers & Bears Sign up here https://lnkd.in/eWFX-NtG

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Read WPP’s AI-Empowered Agency paper. Had a few thoughts. Mostly about how the vision they’re selling - infinite scope, no boundaries, total optimisation - is also a fast-track to erasing everything this industry promises. AI can be extraordinary if it’s wielded with intent and balance. But the hype machine doesn’t do nuance. And right now, we need grown-ups in the room. Not wishful thinkers with no grounding in the work itself. I wrote about it here → https://lnkd.in/eDeyHeG7

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