Executive summary At a time when UK advertising spend has reached a record £9.2 billion in Q1 2024, marking a 9.3% increase year-on-year, the real challenge isn’t reaching audiences, it’s engaging them effectively. And with 86% of UK consumers actively...
At Smithfield Agency, we’ve long believed that insight must drive action when it comes to marketing campaigns, especially when targeting a complex and evolving audience like Gen Z. Blindly targeting this group without a thorough understanding of their behavioural...
Free ad-supported television (FAST) continues to grow at pace as more of us connect our TV directly to the internet. Over the past decade UK smart TV ownership has jumped from 11% to 74%, paving the way for dozens of new linear channels to be launched. Samsung TV plus...
Digital Out-of-Home (DOOH) advertising is revolutionising how brands connect with their audience. With programmatic technology at its core, Digital Out-of-Home advertising is transforming message delivery, enabling real-time, location-based targeting across outdoor...
In today’s rapidly evolving digital landscape, accurately measuring marketing performance can feel like solving an intricate puzzle. Each piece represents a different touchpoint, a unique customer interaction, or a critical data point. At Smithfield, we recognise that...
In a surprising shift, Google has announced a major change to its strategy regarding third-party cookies in Chrome. Originally set to phase out these cookies, Google will now maintain their support while introducing new user-centric privacy controls. This announcement...
