Coming out of the pandemic into a fragmented video market, advertisers are concerned about inflation driven by growing demand and the shift away from linear TV towards streaming.
As a result, marketers are looking to make careful choices about where they invest their money, how each channel is performing and the best ways to reach consumers, says Helen Price, Global Chief Investment Officer at Wavemaker.
In this interview, Helen Price notes the importance of responsible investment; ensuring ad spend is funding areas of diversity and inclusion, responsible journalism and sustainability. Filmed at the Cannes Lions International Festival of Creativity 2022.
