The multiplier effect: WARC research highlights the importance of integration in the performance era.

In today’s digital age, advertising has become increasingly focused on the short-term, prioritising immediate results and measurable ROI. The overemphasis on performance metrics can lead to an “optimisation doom loop.” Advertisers, driven by the desire for quick wins and immediate results optimise their campaigns based on flawed data which can result in a cycle of wasted spend, declining returns, and a loss of confidence in advertising’s effectiveness.

A new report from the WARC highlights the importance of integrating brand and performance strategies to avoid this.

The cost of dull advertising: System1 release report focusing on the commercial impact of ”dull” ads.

A new report published in January by System1, Jon Evans and Peter Field finds that:

  • Dull ads are widespread in advertising, with most ads failing to evoke strong emotions.
  • Neutrality (the absence of emotion) is the most common audience response, affecting 52% of UK TV ads and 47% of US TV ads.
  • Dull ads cost brands billions by being significantly less effective than engaging, emotional advertising.

Download our PDF to discover our other key takeaways from the report, including how brands can see stronger business impact from the advertising and avoid wasting spend on ineffective campaigns.

2025 digital benchmark report: New data shows it’s getting harder and more expensive to convert visitors.

Contentsquare’s 2025 Digital Experience Benchmark Report was released in January with some interesting findings:

  • Increased Digital Ad Spend: Brands increased their digital advertising expenditure by 13.2% in 2024.
  • Higher Cost per Visit: The average cost per online visit rose by 9% over the past year, totaling a 19% increase over two years.
  • Decline in Conversion Rates: Despite higher spending, conversion rates decreased by 6.1% year-over-year.

With more advertising spend moving to digital channels, the costs to acquire new customers is increasing. Read our report for more key findings.

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