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As digital saturates, French advertisers are rediscovering paper. La Poste and Ekimetrics put addressed-mail ROI around 29% above the average of other media. The oldest channel, the freshest idea.

TL;DR: An 'impression' only means an ad had the opportunity to be seen — not that anyone looked. A growing field of attention measurement tracks whether ads are actually watched, and it is reshaping how marketers value media and plan budgets. The problem with the impression For decades, digital advertising has been bought and sold on impressions — a count of how many times an ad was served. The trouble is that a served ad and a seen ad are very different things. Much of what'

Global CMO Marcel Marcondes says the world's biggest brewer has shifted from being an advertiser to being a provider of experiences — and credits a culture of creative effectiveness for its growth.

New DoubleVerify research shows French consumers react to the execution of AI advertising, not its mere presence, punishing low-quality work while accepting polished AI creative with little complaint.

A new IPA report finds only 45% of brands are confident sponsorship drives business results, but those applying three fundamentals are around six times more likely to believe it works.

New WARC data shows the combined ad-to-sales ratio of 25 global giants has fallen from 6.1% in 2019 to 5.5% in 2025, meaning they spend proportionally less to sell more.

A German study by Rakuten TV Enterprise and Omnicom Media finds multiple connected-TV ad contacts sharply outperform a single pre-roll on recognition and recall.

Currys, AMV BBDO and Spark Foundry have taken the 2026 IPA Effectiveness Grand Prix for 'Beyond Techspectations', a campaign credited with £500m in incremental revenue over two years.

France's media research body IREP has released the second edition of its advertising-effectiveness guide, focused on measurement and identifying causal effects.

Radiocentre's 'Sound Profits' study argues that reallocating a slice of search and social spend into audio can add around £1m in profit at no extra cost.

A new study from Kroger, Vidmob and MMA Global finds AI 'predictive creative scoring' can forecast e-commerce conversion with 81% accuracy — before a dollar of media is spent.

Publicis London research with System1 and Effie finds distinctive multi-market campaigns are 4x more likely to report profit growth — and that blandness, not boldness, is the real risk.

WARC's 'Health of Creativity' analysis finds TV's role as the lead channel in the world's top award-winning campaigns has fallen sharply over a decade.

Bonial, Marktguru and Shopfully launch a joint initiative (IDH) to move German retailers from print leaflets to measurable digital retail media — and reveal the real barrier to European ad independence.

Next lifted full-year profit guidance to £1.255bn after H1 sales rose 9%, with CEO Lord Wolfson crediting a 56% surge in digital marketing spend that still clears the retailer's returns hurdle.

Google has upgraded its Meridian marketing-mix modeling tool with agentic AI and upper-funnel measurement, folding it into Analytics 360 to link ad spend to future sales.

Digital group Brave Bison has raised its offer for ad-effectiveness firm System1 to £47.5m in a fourth bid, pressing ahead despite opposition from System1's biggest shareholder.

After 21 years championing the effectiveness case for TV, Thinkbox's CMO is stepping down. What it signals for advertisers and total-video planning.

From January 2027, every ad on ITV and ITVX must carry subtitles - and ITV is subsidising captioning for smaller advertisers. Here is what it means and what to do now.

New IPA TouchPoints data shows UK adults spend 44% of their commercial-media time alone, pushing brands toward context-aware, individualised planning over shared reach.