Generation Media’s Jonathan Chambers and Brad Cunningham discuss how marketers need to ensure they are arming themselves with the right data to inform key decisions this Q4.

Digital media’s evolution and growth over the past decade means it is now at the forefront of most successful media campaigns. In fact, Generation Media estimates that about 65% of Toys & Games UK ad spend in 2023 will be invested in Digital media, a position that seemed some way off just two to three years ago when the market was still dominated by TV, commanding over 60% of spend. The seemingly endless options that Digital media offers provides bountiful opportunity for brands to execute successful campaigns built on a clear strategy. It also provides more ways than ever before to track campaign performance, given the increased datasets we have access to.

However big data can cause big challenges. With seemingly endless options in platforms, formats, KPIs, buying routes and measurement metrics, we need more than just brain power to gain the full picture of what is really working.

This month Brad Cunningham, senior Digital Operations manager at Generation Media, discusses the challenges facing advertisers and how Generation Media is tackling them through the launch of Optimus Report. Brad joined Generation Media at the beginning of the year to manage the agency’s Digital Operations, with a central focus on reporting, analytics and optimisation, leaning on experience from previous roles including overseeing Display campaign performance for Apple on a global scale, and developing user acquisition and monetisation strategies at one of the world’s largest app development platforms, Unity.

To read Jonathan and Brad’s discussion, click here for the full article.