We consider Double Check not only auditing but also media related consulting firm. The foundation of our work lies in extensive competencies in the area of media but also in marketing communication. We approach our work from a perspective of knowledge, which we are eager to share. We strive to take a stance on important matters and do so through our newsletter, which regularly reaches hundreds of professionals in our industry. Our newsletter is in Polish, but we eagerly share some of the articles translated into English.
Our Point of View:
How to spend an extra million Dollars?
Marketing expenditures in the US have increased by only 2.5% over the past year, representing a flat growth rate compared to six months ago, according to the latest edition of The CMO Survey. Furthermore, marketing spending now constitutes a smaller share of company budgets than in recent years. Chief Marketing Officers (CMOs) estimate that marketing expenses account for 10.2% of overall company budgets, compared to 10.6% in the Fall 2023 survey, 12.3% in the Spring 2023 survey, and a peak of...
Increases in Google search costs
Cost-per-click (CPC) in Google search increased by 13% year-over-year, but the average order value (AOV) rose by only 1%. According to Search&Performance Insider, the cost-per-click (CPC) in Google ads continues to rise, with a 13% year-over-year increase in the first quarter of 2024, compared to a 9% year-over-year increase in the fourth quarter of 2023. This change was mainly driven by the rise in shopping ad CPCs for standard ads and Performance Max (PMax). Data from the Digital Ads...
Video campaigns on Netflix to be available programmatically on DV360
Netflix, known as a leader in streaming technology, announced during the Upfront conference the launch of its proprietary advertising technology platform and the establishment of numerous partnerships in the area of programmatic media buying. This new strategy aims to strengthen Netflix’s position as a significant player in the online video advertising market, competing with giants like YouTube. Netflix has introduced the Magnite platform, allowing brands to purchase Netflix media...
The impact of AI on optimizing the purchase funnel
The impact of AI on optimizing the purchase funnel According to recent research conducted by Conversica, over the past year, marketers have most frequently utilized artificial intelligence (AI) for data collection and analysis, process automation, and content creation. Marketers have less frequently applied AI to enhance the efficiency of the sales funnel, indicating a potential area for increased AI adoption to achieve substantial business efficiency gains. When asked about the anticipated...
How to maximize advertising effectiveness?
How to maximize advertising effectiveness? Les Binet is a globally recognized authority in the field of media. Here is a summary of the key points from the material “Maximizing Advertising Effectiveness” featuring him. Optimization of media planning: – The importance of effective media demonstrates that, in the current economic conditions, optimizing the media budget through the selection of appropriate channels and products is crucial. – Research findings: Meta studies...
Rise in CPMs for cookieless advertising inventory
Rise in CPMs for cookieless advertising inventory – competitive dynamics redefining the market. Peter Day, CTO of Quantcast, reveals insightful data from the latest tests on cookieless advertising inventory, conducted in collaboration with leading advertisers. The analysis shows that the prices of these resources have increased by 40% year-over-year, indicating a significant shift in the perception and valuation of cookieless advertising space. Quantcast, a global leader in adtech with a...
What happens when we overdo with streaming frequency?
What happens when we overdo with streaming frequency? Recent research conducted by MAGNA Media Trials in collaboration with Nexxen focused on the effects of ad repetition in three aspects: viewers, brands, and the streaming platforms where they are broadcasted. The 2023 study sheds new light on the issue of excessive ad frequency in streaming media, confirming that while ad repetition is not a new phenomenon, it remains a significant source of frustration for viewers. An overwhelming 87% of...
Significant changes in the marketing landscape in 2024
Significant changes in the marketing landscape in 2024. The year 2024 brings significant transformations in the marketing landscape, characterized by technological acceleration, evolving consumer expectations, and an increasing emphasis on sustainability and ethics. The following analysis presents key trends shaping the new era in marketing: Integrated Use of AI, VR, and AR for Personalizing Customer Experiences The use of Artificial Intelligence (AI), Virtual Reality (VR), and Augmented...
Brand communication in Social Media – pitfalls and expectations
Brand communication in Social Media – pitfalls and expectations. Consumers are increasingly interacting with brands on various social media platforms, placing them at the heart of media activities. However, the Hootsuite report highlights behaviors that brands should avoid. Surveying over 4,500 consumers from three countries about actions that negatively impact their perception of brands, 34% of respondents pointed to excessive self-promotion. Another 32% expressed dissatisfaction with the...
TV Audit, but above all DigitalTV audit, but above all Digital, a “must-have” tool for every advertiser
TV audit, but above all Digital, a “must-have” tool for every advertiser. In the complex media landscape, where advertising expenditures are rising (the Polish media market has grown by 63% in the last 10 years), media auditing has emerged as a key element ensuring transparency and confirming the proper optimization of media investments. Defining the audit An audit can be defined as a comprehensive assessment and analysis of how the media budget is purchased and utilized within...