Three ways to build brands through effective media planning

New research from University of Oxford, Saïd Business School and Kantar into brand-building effectiveness.

Much has been written about the pivot to performance media during COVID-19, with brands shifting ad budgets to drive online sales. Digital platforms are frantically releasing ad formats and tools to help advertisers to sell online. Confusion reigns over how best to restructure media plans in light of seismic changes to consumer behaviour.