Marketing
fromDigiday
2 days agoInside Expedia's year-long partnership with mega creator IShowSpeed
Expedia partnered with IShowSpeed on a year-long creator deal featuring travel streams, interactive content, and dedicated social channels.
1. Outdated media mix models offered by major consulting houses weight older media forms like broadcast and cable more than new forms of media or ignore them completely. 2. Media fragmentation has muddied the marketplace with hundreds of new channels. 3. New media forms don't have or haven't built platforms allowing advertising at scale. 4. Bureaucracy. Large marketing organizations are slow movers, despite audiences moving elsewhere. 5. Change is hard. Lazy marketers stick to what has worked in the past, ignoring audience shifts.
While disposable income has risen, many UK households are making deliberate choices to prioritise long-term financial health over short-term luxuries. The steep decline in discretionary spending reflects this new mindset.