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Paying to skip the ads: what Meta’s new subscription means for brands
Meta has introduced an optional ad-free subscription in the UK for £3.99 per month, a move that has raised eyebrows in the marketing world. At first glance, it seems like a small feature for users who want fewer interruptions. But digging deeper, this change is a calculated experiment with far-reaching implications for advertisers and platform dynamics.
4 minutes ago3 min read
Scaling paid media profitably instead of chasing vanity metrics
Many brands can scale paid media spend. Far fewer can scale profitably. There is a difference between growth on paper and growth that strengthens the business. At surface level, increasing ROAS or achieving record revenue months can look like success. Underneath, those same results can hide shrinking margins, rising dependency on discounting, over-reliance on one channel or a growing gap between new customer acquisition and true revenue contribution. A mature acquisition stra
3 days ago4 min read
Incremental reach: stop beating the same drum, start hitting new beats
For many marketers, it can feel like we’re beating the same drum over and over again, planning campaigns across Meta, TikTok, and Google. They’re safe, easy to work with, and often deliver strong, measurable results. Don’t get me wrong, if you’re a smaller brand with modest budgets, bang that drum! These platforms work. However, if your brand is looking to grow beyond the obvious, expanding both in reach and audience diversity it’s time to start thinking about incremental rea
4 days ago2 min read
Using real audience profiling to improve conversion rather than just reach
Reaching people has never been easier. Most brands can generate impressions, traffic and clicks on demand. The challenge is not distribution, it is relevance. Campaigns underperform not because audiences are too small, but because they are too broad. The highest value users often behave differently compared with the mass market. Audience profiling is not about narrowing targeting for the sake of efficiency. It is about understanding what actually drives conversion and shaping
6 days ago4 min read
Reviewing SEMrush for generative AI monitoring: an off-site marketer’s perspective
Here’s our review of SEMrush for generative AI monitoring, specifically from the lens of off-site content and perception management.
Jan 222 min read
Adaptive optimisation and why agility beats rigid quarterly planning
This article explains why agility has become essential in acquisition and how to build a system that keeps campaigns moving in the right direction without constant reinvention.
Jan 204 min read
Monitoring your brand in generative AI outputs
Generative AI platforms like ChatGPT, Google Gemini, and Bing Chat are becoming gateways to information for millions of consumers. That makes them as important to monitor as traditional media and search engines. Yet many brands have no process in place to track how AI is describing them or whether it’s even mentioning them at all.
Jan 142 min read
How paid media and affiliate marketing work together to drive full funnel growth
Paid media and affiliate marketing perform best when they operate as a single acquisition engine rather than competing silos. Paid channels create demand and discovery. Affiliate partners reinforce consideration and support conversion at the right time for the right audiences. When both are aligned through shared insight, shared roles and disciplined discounting, growth becomes more resilient and more profitable across the full funnel.
Jan 94 min read
How structured creative testing improves acquisition performance
This article explains how structured creative testing improves performance across Meta, TikTok, Google and affiliate channels, and why a disciplined approach to insight and iteration delivers more impact than sporadic experimentation.
Jan 64 min read
Awards and Rankings: Signals That AI Takes Seriously
Industry awards, rankings, and endorsements have always been important markers of credibility. In the generative AI era, they carry even greater weight. Mentions of “award-winning” or inclusion in official rankings are not just useful for human perception — they become part of the structured information that AI tools draw on when presenting your brand to consumers.
Dec 16, 20252 min read
The risks of relying on Google and Meta and how to diversify without losing efficiency
For many ecommerce brands, Google and Meta still account for the majority of acquisition spend. They are familiar, scalable and often the fastest route to measurable short-term performance. The challenge is not that these platforms are ineffective. The challenge is dependency. When a brand relies too heavily on one or two channels, performance becomes vulnerable to factors outside its control. CPM inflation, auction competition, attribution changes, reduced audience precision
Dec 4, 20255 min read
Data-Driven Reports: Fuel for Generative AI Visibility
Original research and data have always been powerful tools for PR and marketing. In the age of generative AI, their value increases dramatically. Reports, surveys, and studies do more than earn press coverage — they create authoritative content that AI systems use when forming responses to consumer and business queries.
Dec 3, 20252 min read
How data informs every decision in a high performing acquisition campaign
Performance marketing is now defined less by access to data and more by the ability to use it well. Every brand has dashboards, attribution tools and platform metrics, yet the gap between reporting and decision making remains wide. The teams that scale profitably are not the ones that collect the most information. They are the ones who convert insight into action quickly and consistently. In a high performing acquisition campaign, data informs every stage of planning, activat
Dec 2, 20254 min read
Press Releases With Substance: Building AI-Ready Narratives
Press releases remain a staple of digital PR, but in the age of generative AI their role has evolved. Today, they are not only announcements for journalists — they are also part of the content ecosystem that AI models scan when forming answers.
Nov 27, 20251 min read
Why a bespoke paid media strategy outperforms templated agency playbooks
Many brands still receive media plans that look almost identical regardless of sector, business model or commercial goals. The numbers change, the platforms change, yet the structure is the same. A bespoke paid media strategy does the opposite. It starts with the business rather than the agency. It uses tailored media planning that reflects the realities of audience behaviour, margins, seasonality, brand maturity and operational constraints.
Nov 27, 20255 min read
Thought Leadership and Bylined Content in the AI Landscape
Thought leadership has always been a way for brands to share expertise and build authority. In the context of generative AI, bylined articles and opinion pieces take on added importance: they not only influence human audiences but also feed into the sources AI draws from when generating answers.
Nov 25, 20252 min read
Digital PR in the Generative AI Era
Digital PR has always been about managing brand reputation and visibility online. With generative AI now acting as an intermediary between consumers and information, PR efforts have a new role: shaping not just human opinion but also the “voice” of AI.
Nov 11, 20251 min read
Planning for Q4
As the final quarter of the year approaches, affiliate marketers brace for the most critical period of the calendar year. Q4 is when budgets peak, consumers spend more freely, and brands battle for visibility across every possible channel. For those in working in Affiliates, Q4 is not only about scaling performance but more about strategic precision.
Nov 6, 20254 min read
Community and Forum Content: How It Shapes AI Narratives
Online communities and forums — from Reddit threads to specialist Q&A sites — have long been places where consumers share authentic experiences and advice. In the generative AI era, this content is also becoming part of the knowledge pool that tools like ChatGPT and Google Gemini draw from.
Nov 5, 20252 min read
Tracking your affiliate content beyond revenue
Affiliate marketing has long been measured in terms of clicks, conversions, and sales revenue. While these are important metrics, they only tell part of the story. In standard network reporting, brands often see which publishers drive results, but not the exact content pages where their links appear. This creates a blind spot — one that becomes critical in the age of generative AI.
Oct 28, 20252 min read
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