[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fjacob-shaw":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":159,"head_links":160,"breadcrumbs":147,"posts":164,"pages":142,"head":1096},"Jacob Shaw","","I'm a Programmatic Strategist at Impression. I love reading non-fiction history books and supporting my local football team Leeds United.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"job_title":10,"full_bio":11,"specialist_service_links":12,"photo":30,"page_content_modules":86,"hero":143},"Programmatic Strategist","\u003Cp>Programmatic Strategist. Joined Impression in August 2022\u003C\u002Fp>\n\u003Cp>At University I worked part-time as a marketing assistant for a local company that was, at the time, a client for Impression. I enjoyed working in marketing and I wanted to explore further opportunities to expand my marketing knowledge. While studying for my Masters in marketing, I started looking for relevant roles in marketing where I discovered an opportunity to become a part of the programmatic team at Impression.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m really proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nCompleting both my bachelors and masters degrees alongside having a part-time job in digital marketing. It helped me figure out what I wanted to do once I finished University, whilst I was still there. Being a marketing assistant allowed me to explore my interests and discover the elements of marketing that I was enjoying the most. This then led to me gaining an interest in Paid Media and starting my career in Paid Social here at Impression.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nOutside of work you’ll often find me reading, mainly non-fiction history books, as well as supporting my local football team Leeds United. I’ve also recently begun learning guitar as a new hobby.\u003C\u002Fp>\n",[13],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},316,"98","2021-01-06 16:32:37","Programmatic","publish","closed","programmatic","2025-04-08 07:20:24",169,"\u002F?page_id=316",0,"page","0","raw","\u002Fpaid-media\u002Fprogrammatic\u002F",{"ID":31,"id":31,"title":32,"filename":33,"filesize":34,"url":35,"link":36,"alt":5,"author":37,"description":5,"caption":5,"name":38,"status":39,"uploaded_to":25,"date":40,"modified":40,"menu_order":25,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":47},33329,"Jacob-Shaw","Jacob-Shaw.png",362986,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&q=90","\u002Fjacob-shaw-2\u002F","12","jacob-shaw-2","inherit","2025-05-29 11:57:39","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":48,"thumbnail-width":49,"thumbnail-height":49,"medium":50,"medium-width":51,"medium-height":52,"medium_large":53,"medium_large-width":54,"medium_large-height":55,"large":56,"large-width":57,"large-height":58,"1536x1536":59,"1536x1536-width":60,"1536x1536-height":61,"2048x2048":62,"2048x2048-width":63,"2048x2048-height":64,"post-thumbnail":65,"post-thumbnail-width":66,"post-thumbnail-height":67,"12_col":68,"12_col-width":69,"12_col-height":70,"default_landscape":71,"default_landscape-width":72,"default_landscape-height":46,"default_portrait":73,"default_portrait-width":46,"default_portrait-height":72,"6_col_and_margin_short":74,"6_col_and_margin_short-width":66,"6_col_and_margin_short-height":70,"11_col_and_margin":75,"11_col_and_margin-width":76,"11_col_and_margin-height":70,"9_col_rectangle":77,"9_col_rectangle-width":78,"9_col_rectangle-height":79,"11_col":80,"11_col-width":81,"11_col-height":70,"staff_image_696_600":82,"staff_image_696_600-width":45,"staff_image_696_600-height":46,"rectangular_thumbnail":83,"rectangular_thumbnail-width":84,"rectangular_thumbnail-height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[87],{"acf_fc_layout":88,"reduced":89,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":90,"posts":91},"author_posts",true,"Jacob Shaw’s posts",{"data":92,"pages":142},[93,107,118,127],{"type_key":94,"title":95,"excerpt":96,"to":97,"postedAt":98,"readingTime":99,"image":100,"authors":101,"category":104},"post","AI in Display & Video Advertising – Where does the value lie?","\u003Cp>AI is influencing the entire digital advertising landscape, presenting an array of opportunities and challenges. In this blog, I’ll be giving a quick overview of the value AI can bring to Display & Video advertising today.  For us, AI is no longer just food for thought; it’s an active force reshaping how we approach campaign […]\u003C\u002Fp>\n","\u002Fblog\u002Fai-in-display-and-video\u002F","2025-07-08T15:34:02",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Frobot-handshake-human-background-futuristic-digital-age-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[102],{"name":4,"image":103},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":105,"name":106},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":94,"title":108,"excerpt":109,"to":110,"postedAt":111,"readingTime":112,"image":113,"authors":114,"category":116},"From screens to streams: The video advertising landscape and how to navigate it","\u003Cp>Video advertising is a cornerstone of paid media. It enables powerful storytelling across social media and streaming services, while offering analytics capabilities and extensive audience targeting. Consumption habits are shifting rapidly, so it is vital to understand when and where you should be reaching your audience with video.  Audiences that you can reach at different […]\u003C\u002Fp>\n","\u002Fblog\u002Fvideo-advertising-landscape-and-how-to-navigate-it\u002F","2025-05-13T10:29:16",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Foscar-nord-Sd87V72cJEU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[115],{"name":4,"image":103},{"to":117,"name":18},"\u002Fblog\u002Fcategory\u002Fprogrammatic\u002F",{"type_key":94,"title":119,"excerpt":120,"to":121,"postedAt":122,"readingTime":99,"image":123,"authors":124,"category":126},"Digital vs Print OOH: Choosing the right format for high-impact campaigns","\u003Cp>The out-of-home (OOH) industry has been on a continual growth cycle over the past few years, with more advertisers utilising the channel to reach their audience in new moments. In 2024, OOH ad revenue surpassed £1 billion, with digital out-of-home (DOOH) being a key contributor. This growth comes with evolution and with evolution comes the […]\u003C\u002Fp>\n","\u002Fblog\u002Fdigital-vs-print-ooh-formats-for-high-impact-campaigns\u002F","2025-02-26T10:59:08","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002Fgetty-images-lWccT-79rDo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[125],{"name":4,"image":103},{"to":117,"name":18},{"type_key":94,"title":128,"excerpt":129,"to":130,"postedAt":131,"readingTime":132,"image":133,"authors":134,"category":139},"Planning for the peak selling season","\u003Cp>This year’s peak selling season is upon us! Black Friday, Christmas and the January sales are just around the corner. To help you make the most of your Paid Media performance, we’ve asked Impression’s experts, Yasmin Burchill and Jake Shaw, for some actionable tips and tactics to help you prepare for the biggest ecommerce events […]\u003C\u002Fp>\n","\u002Fblog\u002Fplanning-for-the-peak-selling-season\u002F","2026-04-14T14:21:08",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Ffreestocks-spP6LqxN0-g-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[135,136],{"name":4,"image":103},{"name":137,"image":138},"Mike Wickham","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":140,"name":141},"\u002Fblog\u002Fcategory\u002Fblack-friday\u002F","Black Friday","1",{"type":144,"style":145,"title":146,"heading":4,"intro":11,"services":12,"breadcrumbs":147,"photo":48,"social":159},"author","dark","Meet the Team",[148,151,154,157],{"path":149,"name":150},"\u002F","Home",{"path":152,"name":153},"\u002Fabout\u002F","About Us",{"path":155,"name":156},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":158,"name":4},null,{"twitter":5,"linkedin":5},[161],{"rel":162,"href":163},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fjacob-shaw\u002F",[165,485,672,855],{"id":166,"date":167,"date_gmt":167,"guid":168,"modified":98,"modified_gmt":98,"slug":170,"status":19,"type":94,"link":97,"title":171,"content":172,"excerpt":175,"author":176,"featured_media":177,"comment_status":20,"ping_status":20,"sticky":174,"template":5,"format":178,"meta":179,"categories":181,"collections":184,"coauthors":185,"class_list":187,"acf":196,"head_links":197,"breadcrumbs":198,"url_path":97,"search_description":206,"featured_image_urls":207,"authors":242,"type_nicename":251,"reading_minutes":99,"category":252,"yoast_title":180,"yoast_meta":255,"yoast_json_ld":309,"_links":435},33763,"2025-07-08T15:34:01",{"rendered":169},"\u002F?p=33763","ai-in-display-and-video",{"rendered":95},{"rendered":173,"protected":174},"\n\u003Cp>AI is influencing the entire digital advertising landscape, presenting an array of opportunities and challenges. In this blog, I’ll be giving a quick overview of the value AI can bring to Display & Video advertising today. \u003C\u002Fp>\n\n\n\n\u003Cp>For us, AI is no longer just food for thought; it’s an active force reshaping how we approach campaign strategy.  There are risks involved, which will be touched upon, but the focal point will centre on how we as marketers can use AI to make us more effective. \u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"a-quick-definition-before-we-get-started\">A quick definition before we get started \u003C\u002Fh2>\n\n\n\n\u003Cp>AI is often used as a blanket term to cover a wide range of tools. As marketers, it’s important to be able to distinguish between the specific “types” of AI.  Day to day, marketers can typically encounter generative AI such as Large Language Models or LLMs (think ChatGPT) and narrow AI, which powers tools like Google AI in DV360. While generative AI is best suited for creating content and analysing natural language, narrow AI is designed for specific tasks such as automated bidding and budget optimisation. Both come under the AI umbrella, yet provide different services and value to marketers.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-ai-has-evolved-within-display-video-advertising\">\u003Cstrong>How AI has evolved within Display & Video advertising\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Just a few years ago, Display & Video advertising was still largely driven by manual workflows. While DSPs offered automation in terms of buying and delivery, much of the strategic work required constant hands on management. You could easily spend hours pulling reports, analysing performance and then spend even longer manually adjusting bids or exclusions based on what you observed. This was a clear pain point for many and still is today. \u003C\u002Fp>\n\n\n\n\u003Cp>Google began introducing automated elements to address these pain points with AI features that could adapt and learn from previous campaigns and real-time signals, without the need for human intervention. Automated bid strategies, such as target CPA and max conversions in DV360, began to replace manual bid adjustments by using real-time signals to make more efficient decisions. Lookalike modelling became another significant development as AI could now analyse first-party converters and automatically build segments of new users with similar traits, improving reach and relevance with minimal setup. These innovations marked the turning point and beginning of AI being used to amplify campaign performance.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-the-landscape-looks-like-now\">What the landscape looks like now\u003C\u002Fh2>\n\n\n\n\u003Cp>Machine learning is helping advertisers move beyond traditional targeting methods. Instead of relying solely on static audience lists or broad demographics, real-time machine learning models can dynamically build and refine audience segments based on signals such as browsing behaviour, search patterns, and app usage. For instance, an ecommerce brand can now identify high-intent users before they even land on the brand’s website, thanks to these predictive models. \u003C\u002Fp>\n\n\n\n\u003Cp>AI agents are autonomous systems that perform tasks like creative optimisation and budget reallocation using real-time data and set goals. These agents currently power many DSPs and ad tech tools such as Google’s DV360, which uses AI-driven automated bidding to optimise conversions and viewability with limited manual oversight. While they work within predefined bounds and still require supervision, AI agents are a widely adopted tool within many DSPs. \u003C\u002Fp>\n\n\n\n\u003Cp>Natural language processing (NLP) is also changing contextual targeting. Traditional contextual advertising often relied on basic keyword matching, using exact or broad match logic to serve ads on pages containing specific words. But this approach missed the nuance of language and often led to mismatched placements. NLP with human-like semantic understanding can analyse page content in real time. It interprets tone, sentiment, and deeper meaning, going beyond keyword presence to understand true context. This enables advertisers to place ads in environments that truly align with their brand values and messaging. Unlike fixed targeting strategies, contextual NLP models continuously adapt to the live content users are engaging with, helping ensure ads are served at the right moment and in the right environment. The result: more relevant impressions, improved performance, and reduced media wastage.\u003C\u002Fp>\n\n\n\n\u003Cp>Large Language Models (LLMs) are a game changer for creative. Rather than relying on human assumptions about which message or format will perform best, LLMs analyse patterns across thousands of impressions to identify what’s working and why. These models can rapidly generate and test multiple ad copy variations, speeding up personalisation and removing creative bottlenecks. Crucially, machine learning also helps detect creative fatigue, keeping campaigns relevant, engaging, and efficient throughout their lifecycle.\u003C\u002Fp>\n\n\n\n\u003Cp>With these tools integrated into your strategy, marketers can continuously learn and improve performance.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"you-are-the-pilot-and-ai-is-your-co-pilot\">You are the pilot, and AI is your co-pilot\u003C\u002Fh2>\n\n\n\n\u003Cp>The machine learning models that have been highlighted throughout rely heavily on historical data and are currently limited by what has already occurred. As a result, they may miss broader brand context, cultural nuance or real-world shifts not captured in the data which could lead to biases from the datasets they’re trained on. This means human oversight is not only helpful, it’s essential. Rather than replacing marketers, these AI tools should be seen as a powerful co-pilot. It can surface insights we might overlook, automate time-consuming tasks and bring objectivity to performance analysis, but it’s your expertise that sets the direction. This is done by defining the brand strategy, understanding the customer beyond the data and making decisions that reflect values, goals and long-term vision.\u003C\u002Fp>\n\n\n\n\u003Cp>Creative teams remain essential. While AI tools can excel at scale and speed, they lack the strategic insight, brand nuance and emotional intelligence that creative teams bring. Creative teams are critical for crafting strong concepts, ensuring brand consistency, and bringing storytelling and tone to life in ways that resonate on a deeper level. It’s important to remember that AI can help execute and optimise, but it’s the creative vision that gives campaigns meaning and impact\u003C\u002Fp>\n\n\n\n\u003Cp>It is increasingly becoming a useful tool for in-house marketing teams, not as a replacement for expertise, but as a way to enhance it. One of the most practical applications right now is in automating repetitive tasks such as reporting and routine optimisations. By reducing the time spent on manual workflows, marketers can focus more of their time towards higher value activities such as  strategic planning, creative development, and experimentation. \u003C\u002Fp>\n\n\n\n\u003Cp>However, these streamlined workflows aren’t something you should just set up and forget about. Any outputs still need to be reviewed with brand context in mind. Currently, we believe it is  best used as a support system helping marketers work more efficiently, supporting our decision-making rather than replacing it.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-updates-can-we-expect-to-see-added-to-dsps-soon\">What updates can we expect to see added to DSPs soon?\u003C\u002Fh2>\n\n\n\n \n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Improved forecasting with the aid of generative modeling and predictive analytics:\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>We have already seen some DSPs develop their own forecasting tools. As generative modeling and predictive analytics continues to develop, so too will the usability and value we can derive from forecasts. This could be the ability to run simulations to forecast how different bidding strategies might perform under varying market conditions. Of course this comes with caveats, such as the forecasts only being as good as the data fed into them, however it is an exciting development nonetheless.                                                                                                                                   \u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Natural language interfaces for easier reporting:\u003C\u002Fstrong> \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Soon, you’ll ask questions like “Which creatives performed best last month?” and get immediate answers, without the need for manual reporting and crawling through large datasets \u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>More accessible and automated experimentation, at scale:\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>With tools like AutoML, you will become more efficient at setting up and running experiments. Giving you the ability to test new creatives, audiences or bid strategies more frequently will allow you to run experiments at scale and adopt a more test and learn approach to your campaigns. \u003C\u002Fp>\n\n\n\n\u003Cp>AI has clear value to us marketers and the opportunities it provides will only improve over the coming years. As marketers we should embrace the opportunities provided by AI technology and learn how to leverage it to improve performance because as the technology matures, we expect the gap to widen between those leveraging AI tools effectively and those who are not.\u003C\u002Fp>\n",false,{"rendered":96,"protected":174},129,33768,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":180,"_yoast_wpseo_metadesc":5,"inline_featured_image":174,"footnotes":5},"AI in Display & Video Advertising - Where does the value lie? | Impression",[182,183],40,286,[],[186],221,[188,94,189,190,191,192,193,194,195],"post-33763","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc","category-programmatic",[],[],[199,200,203,204],{"path":149,"name":150},{"path":201,"name":202},"\u002Fblog\u002F","Blog",{"path":117,"name":18},{"path":158,"name":205},"AI in Display & Video Advertising – Where does the value lie?","AI is influencing the entire digital advertising landscape, presenting an array of opportunities and challenges. In this blog, I’ll be giving a quick overview of the value AI can bring to Display & Video advertising today.  For us, AI is no longer just food for thought; it’s an active force reshaping how we approach campaign […]",{"thumbnail":208,"medium":210,"medium_large":212,"large":214,"1536x1536":218,"2048x2048":220,"post-thumbnail":222,"12_col":224,"default_landscape":226,"default_portrait":228,"6_col_and_margin_short":230,"11_col_and_margin":232,"9_col_rectangle":234,"11_col":236,"staff_image_696_600":238,"rectangular_thumbnail":240},{"url":100,"width":209,"height":209},640,{"url":211,"width":51,"height":51},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Frobot-handshake-human-background-futuristic-digital-age-1.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":213,"width":54,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Frobot-handshake-human-background-futuristic-digital-age-1.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":215,"width":216,"height":217},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Frobot-handshake-human-background-futuristic-digital-age-1.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",1892,1000,{"url":219,"width":60,"height":60},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Frobot-handshake-human-background-futuristic-digital-age-1.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":221,"width":63,"height":63},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Frobot-handshake-human-background-futuristic-digital-age-1.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":223,"width":66,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Frobot-handshake-human-background-futuristic-digital-age-1.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":225,"width":69,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Frobot-handshake-human-background-futuristic-digital-age-1.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":227,"width":72,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Frobot-handshake-human-background-futuristic-digital-age-1.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":229,"width":46,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Frobot-handshake-human-background-futuristic-digital-age-1.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":231,"width":66,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Frobot-handshake-human-background-futuristic-digital-age-1.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":233,"width":76,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Frobot-handshake-human-background-futuristic-digital-age-1.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":235,"width":78,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Frobot-handshake-human-background-futuristic-digital-age-1.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":237,"width":81,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Frobot-handshake-human-background-futuristic-digital-age-1.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":239,"width":45,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Frobot-handshake-human-background-futuristic-digital-age-1.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":241,"width":84,"height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Frobot-handshake-human-background-futuristic-digital-age-1.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[243],{"id":176,"path":244,"display_name":4,"job_title":10,"description":6,"avatar_url":103,"acf":245},"\u002Fabout\u002Four-team\u002Fjacob-shaw\u002F",{"job_title":10,"full_bio":11,"specialist_service_links":246,"photo":249},[247],{"page":248,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},{"ID":31,"id":31,"title":32,"filename":33,"filesize":34,"url":35,"link":36,"alt":5,"author":37,"description":5,"caption":5,"name":38,"status":39,"uploaded_to":25,"date":40,"modified":40,"menu_order":25,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":250},{"thumbnail":48,"thumbnail-width":49,"thumbnail-height":49,"medium":50,"medium-width":51,"medium-height":52,"medium_large":53,"medium_large-width":54,"medium_large-height":55,"large":56,"large-width":57,"large-height":58,"1536x1536":59,"1536x1536-width":60,"1536x1536-height":61,"2048x2048":62,"2048x2048-width":63,"2048x2048-height":64,"post-thumbnail":65,"post-thumbnail-width":66,"post-thumbnail-height":67,"12_col":68,"12_col-width":69,"12_col-height":70,"default_landscape":71,"default_landscape-width":72,"default_landscape-height":46,"default_portrait":73,"default_portrait-width":46,"default_portrait-height":72,"6_col_and_margin_short":74,"6_col_and_margin_short-width":66,"6_col_and_margin_short-height":70,"11_col_and_margin":75,"11_col_and_margin-width":76,"11_col_and_margin-height":70,"9_col_rectangle":77,"9_col_rectangle-width":78,"9_col_rectangle-height":79,"11_col":80,"11_col-width":81,"11_col-height":70,"staff_image_696_600":82,"staff_image_696_600-width":45,"staff_image_696_600-height":46,"rectangular_thumbnail":83,"rectangular_thumbnail-width":84,"rectangular_thumbnail-height":85},"Article",[253,254],{"id":182,"name":106,"path":105},{"id":183,"name":18,"path":117},[256,258,261,263,266,269,271,273,275,278,281,284,287,290,293,296,298,299,302,304,307],{"property":257,"content":180},"title",{"name":259,"content":260},"robots","index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1",{"property":162,"content":262},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fai-in-display-and-video\u002F",{"name":264,"content":265},"og:locale","en_GB",{"property":267,"content":268},"og:type","article",{"property":270,"content":180},"og:title",{"property":272,"content":206},"og:description",{"property":274,"content":262},"og:url",{"property":276,"content":277},"og:site_name","Impression",{"property":279,"content":280},"article:publisher","https:\u002F\u002Fwww.facebook.com\u002Fimpression",{"property":282,"content":283},"article:published_time","2025-07-08T15:34:01+00:00",{"property":285,"content":286},"article:modified_time","2025-07-08T15:34:02+00:00",{"property":288,"content":289},"og:image","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Fopen-graph-ai-display-video-advertising.png?auto=compress%2Cformat&q=90",{"property":291,"content":292},"og:image:width",1800,{"property":294,"content":295},"og:image:height",945,{"property":297,"content":41},"og:image:type",{"property":144,"content":4},{"property":300,"content":301},"twitter:card","summary_large_image",{"property":303,"content":289},"twitter:image",{"property":305,"content":306},"twitter:creator","@impressiontalk",{"property":308,"content":306},"twitter:site",{"@context":310,"@graph":311},"https:\u002F\u002Fschema.org",[312,326,335,340,354,364,430],{"@type":251,"@id":313,"isPartOf":314,"author":315,"headline":95,"datePublished":283,"dateModified":286,"mainEntityOfPage":317,"wordCount":318,"publisher":319,"image":321,"thumbnailUrl":323,"articleSection":324,"inLanguage":325},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fai-in-display-and-video\u002F#article",{"@id":262},{"name":4,"@id":316},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002F7030265168c97aacd1ed9f1fb938ba86",{"@id":262},1487,{"@id":320},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#organization",{"@id":322},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fai-in-display-and-video\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Frobot-handshake-human-background-futuristic-digital-age-1.jpg?auto=compress%2Cformat&q=90",[106,18],"en-GB",{"@type":327,"@id":262,"url":262,"name":180,"isPartOf":328,"primaryImageOfPage":330,"image":331,"thumbnailUrl":323,"datePublished":283,"dateModified":286,"breadcrumb":332,"inLanguage":334},"WebPage",{"@id":329},"https:\u002F\u002Fwww.impressiondigital.com\u002F#website",{"@id":322},{"@id":322},{"@id":333},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fai-in-display-and-video\u002F#breadcrumb","en",{"@type":336,"inLanguage":325,"@id":322,"url":323,"contentUrl":323,"width":337,"height":338,"caption":339},"ImageObject",3309,2206,"Robot handshake human background, futuristic digital age",{"@type":341,"@id":333,"itemListElement":342},"BreadcrumbList",[343,347,350,353],{"@type":344,"position":345,"name":150,"item":346},"ListItem",1,"https:\u002F\u002Fwww.impressiondigital.com\u002F",{"@type":344,"position":348,"name":202,"item":349},2,"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002F",{"@type":344,"position":351,"name":18,"item":352},3,"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fprogrammatic\u002F",{"@type":344,"position":112,"name":95},{"@type":355,"@id":329,"url":346,"name":277,"description":5,"publisher":356,"inLanguage":325,"potentialAction":358},"WebSite",{"@id":357},"https:\u002F\u002Fwww.impressiondigital.com\u002F#organization",{"@type":359,"target":360,"query-input":363},"SearchAction",{"@type":361,"urlTemplate":362},"EntryPoint","https:\u002F\u002Fwww.impressiondigital.com\u002Fsearch?q={search_term_string}","required name=search_term_string",{"@type":365,"@id":357,"name":277,"url":346,"logo":366,"image":371,"sameAs":372,"@context":376,"email":377,"foundingDate":378,"legalName":379,"vatID":380,"description":381,"telephone":382,"address":383,"location":390,"areaServed":423},"Organization",{"@type":336,"inLanguage":325,"@id":367,"url":368,"contentUrl":368,"width":369,"height":370,"caption":277},"https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Flogo\u002Fimage\u002F","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F06\u002FA5LuTDrq-Impression_Wordmark.png",920,176,"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FFAVxDeOS-Nottingham.jpg",[373,374,375],"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fimpression-digital-limited","https:\u002F\u002Fwww.facebook.com\u002Fimpression\u002F","https:\u002F\u002Fwww.instagram.com\u002Fimpressiontalk\u002F","https:\u002F\u002Fwww.schema.org\u002F","hello@impressiondigital.com","2012-11-07","Impression Digital Limited","GB186363774","Impression is an award-winning digital marketing agency based in the UK and USA. We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. Get in touch with us if you think we can work together.","01158 242 212",{"@type":384,"streetAddress":385,"addressLocality":386,"addressRegion":387,"postalCode":388,"addressCountry":389},"PostalAddress","Fothergill House, 16 King Street","Nottingham","Nottinghamshire","NG1 2AS","United Kingdom",[391,400,412],{"@type":392,"name":393,"geo":394,"address":398,"photo":371,"telephone":399},"Place","Impression Digital - Nottingham",{"@type":395,"latitude":396,"longitude":397},"GeoCoordinates","52.95501401025914","-1.1494887460285232",{"@type":384,"streetAddress":385,"addressLocality":386,"addressRegion":387,"postalCode":388,"addressCountry":389},"+44 01158 242 212",{"@type":392,"name":401,"geo":402,"address":405,"photo":410,"telephone":411},"Impression Digital - London",{"@type":395,"latitude":403,"longitude":404},"51.50237208377361","-0.09229841534284115",{"@type":384,"streetAddress":406,"addressLocality":407,"addressRegion":408,"postalCode":409,"addressCountry":389},"201 Borough High St","Southwark","London","SE1 1JA","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FwD0pPVWz-London.jpg","+44 020 7112 8148",{"@type":392,"name":413,"geo":414,"address":417},"Impression Digital - New York",{"@type":395,"latitude":415,"longitude":416},"40.726722746949","-74.00527778220652",{"@type":384,"streetAddress":418,"addressLocality":419,"addressRegion":420,"postalCode":421,"addressCountry":422},"160 Varick St","New York","NY","10013","USA",[424,427,429],{"@type":425,"name":426},"Country","Worldwide",{"@type":425,"name":428},"GBR",{"@type":425,"name":422},{"@type":431,"@id":432,"name":4,"image":433,"description":6,"url":163},"Person","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002F7030265168c97aacd1ed9f1fb938ba86",{"@type":336,"inLanguage":325,"@id":434,"url":8,"contentUrl":8,"caption":4},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96cc3e681040c55ca2744996d2960264a1",{"self":436,"collection":446,"about":449,"author":452,"replies":455,"version-history":458,"predecessor-version":462,"wp:featuredmedia":466,"wp:attachment":469,"wp:term":472,"curies":481},[437],{"href":438,"targetHints":439},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F33763",{"allow":440},[441,442,443,444,445],"GET","POST","PUT","PATCH","DELETE",[447],{"href":448},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts",[450],{"href":451},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftypes\u002Fpost",[453],{"embeddable":89,"href":454},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fusers\u002F129",[456],{"embeddable":89,"href":457},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=33763",[459],{"count":460,"href":461},6,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F33763\u002Frevisions",[463],{"id":464,"href":465},33867,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F33763\u002Frevisions\u002F33867",[467],{"embeddable":89,"href":468},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F33768",[470],{"href":471},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=33763",[473,476,479],{"taxonomy":474,"embeddable":89,"href":475},"category","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=33763",{"taxonomy":477,"embeddable":89,"href":478},"collections","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=33763",{"taxonomy":144,"embeddable":89,"href":480},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=33763",[482],{"name":483,"href":484,"templated":89},"wp","https:\u002F\u002Fapi.w.org\u002F{rel}",{"id":486,"date":487,"date_gmt":487,"guid":488,"modified":111,"modified_gmt":111,"slug":490,"status":19,"type":94,"link":110,"title":491,"content":492,"excerpt":494,"author":176,"featured_media":495,"comment_status":20,"ping_status":20,"sticky":174,"template":5,"format":178,"meta":496,"categories":499,"collections":500,"coauthors":501,"class_list":502,"acf":504,"head_links":505,"breadcrumbs":506,"url_path":110,"search_description":498,"featured_image_urls":511,"authors":543,"type_nicename":251,"reading_minutes":112,"category":551,"yoast_title":497,"yoast_meta":553,"yoast_json_ld":583,"_links":635},33134,"2025-05-13T10:29:15",{"rendered":489},"\u002F?p=33134","video-advertising-landscape-and-how-to-navigate-it",{"rendered":108},{"rendered":493,"protected":174},"\n\u003Cp>Video advertising is a cornerstone of paid media. It enables powerful storytelling across social media and streaming services, while offering analytics capabilities and extensive audience targeting. Consumption habits are shifting rapidly, so it is vital to understand when and where you should be reaching your audience with video. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"audiences-that-you-can-reach-at-different-moments\">Audiences that you can reach at different moments\u003C\u002Fh2>\n\n\n\n\u003Cp>Video advertising isn’t one size fits all. Each format offers unique advantages when it comes to reaching specific audiences based on where, how, and when they consume content. As online video continues to grow, it’s more important than ever for advertisers to match the right video environment with the right audience.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"connected-tv-ctv-premium-storytelling-in-the-living-room\">Connected TV (CTV): Premium storytelling in the living room\u003C\u002Fh3>\n\n\n\n\u003Cp>Connected TV is any television that connects to the internet to stream content, either through built-in smart features or external devices like Roku, Apple TV, or Amazon Fire TV Stick. CTV advertising includes video ads served within streaming platforms like Netflix (with ads), Disney+, ITVX, and others.\u003C\u002Fp>\n\n\n\n\u003Cp>CTVs are now almost in every home, and smart TVs can access streaming services like Netflix, Disney+, and Prime Video. In its full-screen environment, ads demand attention similarly to traditional broadcast ads. Audiences tend to be made up of millennials, Gen X, and households with families. The strength of CTV lies in data-driven targeting. Through programmatic buying, an automated system to buy and sell advertising inventory, you can target viewers by demographics, interests, and behaviours. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"youtube-diverse-formats-for-intent-driven-audiences\">YouTube: Diverse formats for intent-driven audiences\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbacklinko.com\u002Fyoutube-users\">47%\u003C\u002Fa> of all global internet users access YouTube monthly. That’s a lot of potential reach.  YouTube offers a range of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fyoutube\u002Fanswer\u002F2375464?hl=en-GB\">ad formats\u003C\u002Fa> such as skippable, non-skippable, bumper and Shorts. The platform typically has an audience of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.globalmediainsight.com\u002Fblog\u002Fyoutube-users-statistics\u002F\">early Gen Z and mid to late millennials\u003C\u002Fa>, with intent-based ads in both long-form and short-form content environments. \u003C\u002Fp>\n\n\n\n\u003Cp>The flexibility of ad formats on offer is a big benefit. Whether you’re using skippable in-stream ads to tell a longer brand story, non-skippable formats for guaranteed attention, or bumper ads for short, memorable messages, YouTube’s versatility caters to different moments in your audience’s journey.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fyoutube\u002Fanswer\u002F10059070?hl=en-GB\">Shorts\u003C\u002Fa> is becoming a go-to platform for reaching younger audiences who favour bite-sized content. Users of YouTube Shorts tend to be mobile-first, often scrolling during commutes, breaks, or downtime. This makes it an excellent space for high-frequency, visually compelling creative that drives brand recognition or quick calls to action.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"online-video-across-the-web-broad-reach-with-targeted-precision\">Online video across the web: Broad reach with targeted precision\u003C\u002Fh3>\n\n\n\n\u003Cp>This refers to video ads served across websites, apps, and digital environments outside of social platforms and streaming TV. These videos typically appear before (pre-roll), during (mid-roll), or after (post-roll) content on publisher sites. Online video is often bought programmatically and reaches broad audiences with targeted messaging while they browse content across the web.\u003C\u002Fp>\n\n\n\n\u003Cp>Online video is ideal for upper-funnel goals like awareness and engagement, allowing you to connect with audiences as they browse news, entertainment, or lifestyle content. Viewers here span a wide range of age groups and demographics.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"strategic-integration-matching-format-to-viewer-behaviour\">Strategic integration: Matching format to viewer behaviour\u003C\u002Fh2>\n\n\n\n\u003Cp>Aligning formats with viewing habits is the key to success here:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Use CTV to build an emotional connection in high-attention environments.\u003C\u002Fli>\n\n\n\n\u003Cli>YouTube to drive performance and relevance.\u003C\u002Fli>\n\n\n\n\u003Cli>Online video to capture attention across the wider web. \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>By tailoring your approach to how and where people consume video, you can have a well-rounded strategy that delivers your message to the right audiences, in the right places.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"measuring-success\">Measuring success\u003C\u002Fh2>\n\n\n\n\u003Cp>To effectively manage Online Video, CTV (Connected TV), and YouTube within a multi-channel campaign, it’s essential to understand not just how each performs in isolation but how they work together to drive performance against wider business objectives. A good first step in doing this is incrementality testing.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fincrementality-testing\u002F\">Incrementality testing\u003C\u002Fa> helps you determine the true impact of each channel by answering a simple but important question:\u003Cem> \u003C\u002Fem>\u003Cstrong>\u003Cem>Would this conversion have happened without exposure to this ad or channel?\u003C\u002Fem>\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>For example, incrementality testing can reveal whether YouTube ads are actually driving new interest or just reaching users who would have converted anyway. This form of testing is often more immediately actionable and accessible to most advertisers, making it a \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002Fmeasurement\u002F\">practical entry\u003C\u002Fa> point for data-driven optimisation.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1016\" height=\"726\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fincrementality-testing-new-example.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-33135\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>As your strategy matures and your investment in multi-channel video grows, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fmedia-mix-modelling\u002F\">Media Mix Modelling\u003C\u002Fa> (MMM) becomes a powerful, longer-term solution. MMM takes a broader view, analysing historical data across all media channels to uncover how each one contributes to overall performance over time.\u003C\u002Fp>\n\n\n\n\u003Cp>By starting with incrementality testing and scaling up to MMM, you can build a measurement framework that grows with your campaigns. This unified, insight-driven approach empowers you to continuously refine your video strategy.\u003C\u002Fp>\n\n\n\n\u003Cp>Each channel offers unique strengths: the broad reach of online video, CTV’s premium storytelling and YouTube’s intent-driven targeting. To \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Ftools\u002Fmedia-effectiveness-checklist\u002F\">maximise effectiveness\u003C\u002Fa>, you must align the right video format with your audience and understand how these platforms work together. Incrementality testing allows you to measure true impact and optimise in real-time, while Media Mix Modelling (MMM) provides a broader, long-term view of cross-channel performance. Together, these tools offer a scalable framework for building smarter, more effective video strategies. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Talk to a member of our team to learn more about MMM & incrementality testing\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FPaid-Media_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27529\"\u002F>\u003C\u002Ffigure>\n",{"rendered":109,"protected":174},33139,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":497,"_yoast_wpseo_metadesc":498,"inline_featured_image":174,"footnotes":5},"The video advertising landscape and how to navigate it | Impression","Video advertising is a cornerstone of paid media, enabling powerful storytelling across platforms, offering analytics capabilities and audience targeting.",[183],[],[186],[503,94,189,190,191,192,193,195],"post-33134",[],[],[507,508,509,510],{"path":149,"name":150},{"path":201,"name":202},{"path":117,"name":18},{"path":158,"name":108},{"thumbnail":512,"medium":513,"medium_large":515,"large":517,"1536x1536":519,"2048x2048":521,"post-thumbnail":523,"12_col":525,"default_landscape":527,"default_portrait":529,"6_col_and_margin_short":531,"11_col_and_margin":533,"9_col_rectangle":535,"11_col":537,"staff_image_696_600":539,"rectangular_thumbnail":541},{"url":113,"width":209,"height":209},{"url":514,"width":51,"height":51},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Foscar-nord-Sd87V72cJEU-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=160&q=90&w=200",{"url":516,"width":54,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Foscar-nord-Sd87V72cJEU-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=614&q=90&w=768",{"url":518,"width":216,"height":217},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Foscar-nord-Sd87V72cJEU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":520,"width":60,"height":60},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Foscar-nord-Sd87V72cJEU-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1229&q=90&w=1536",{"url":522,"width":63,"height":63},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Foscar-nord-Sd87V72cJEU-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1638&q=90&w=2048",{"url":524,"width":66,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Foscar-nord-Sd87V72cJEU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":526,"width":69,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Foscar-nord-Sd87V72cJEU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":528,"width":72,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Foscar-nord-Sd87V72cJEU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":530,"width":46,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Foscar-nord-Sd87V72cJEU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":532,"width":66,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Foscar-nord-Sd87V72cJEU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":534,"width":76,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Foscar-nord-Sd87V72cJEU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":536,"width":78,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Foscar-nord-Sd87V72cJEU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":538,"width":81,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Foscar-nord-Sd87V72cJEU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":540,"width":45,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Foscar-nord-Sd87V72cJEU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":542,"width":84,"height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Foscar-nord-Sd87V72cJEU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[544],{"id":176,"path":244,"display_name":4,"job_title":10,"description":6,"avatar_url":103,"acf":545},{"job_title":10,"full_bio":11,"specialist_service_links":546,"photo":549},[547],{"page":548,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},{"ID":31,"id":31,"title":32,"filename":33,"filesize":34,"url":35,"link":36,"alt":5,"author":37,"description":5,"caption":5,"name":38,"status":39,"uploaded_to":25,"date":40,"modified":40,"menu_order":25,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":550},{"thumbnail":48,"thumbnail-width":49,"thumbnail-height":49,"medium":50,"medium-width":51,"medium-height":52,"medium_large":53,"medium_large-width":54,"medium_large-height":55,"large":56,"large-width":57,"large-height":58,"1536x1536":59,"1536x1536-width":60,"1536x1536-height":61,"2048x2048":62,"2048x2048-width":63,"2048x2048-height":64,"post-thumbnail":65,"post-thumbnail-width":66,"post-thumbnail-height":67,"12_col":68,"12_col-width":69,"12_col-height":70,"default_landscape":71,"default_landscape-width":72,"default_landscape-height":46,"default_portrait":73,"default_portrait-width":46,"default_portrait-height":72,"6_col_and_margin_short":74,"6_col_and_margin_short-width":66,"6_col_and_margin_short-height":70,"11_col_and_margin":75,"11_col_and_margin-width":76,"11_col_and_margin-height":70,"9_col_rectangle":77,"9_col_rectangle-width":78,"9_col_rectangle-height":79,"11_col":80,"11_col-width":81,"11_col-height":70,"staff_image_696_600":82,"staff_image_696_600-width":45,"staff_image_696_600-height":46,"rectangular_thumbnail":83,"rectangular_thumbnail-width":84,"rectangular_thumbnail-height":85},[552],{"id":183,"name":18,"path":117},[554,555,557,558,560,561,562,563,564,565,566,567,569,571,573,575,577,578,579,580,581,582],{"property":257,"content":497},{"property":556,"content":498},"description",{"name":259,"content":260},{"property":162,"content":559},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fvideo-advertising-landscape-and-how-to-navigate-it\u002F",{"name":264,"content":265},{"property":267,"content":268},{"property":270,"content":497},{"property":272,"content":498},{"property":274,"content":559},{"property":276,"content":277},{"property":279,"content":280},{"property":282,"content":568},"2025-05-13T10:29:15+00:00",{"property":285,"content":570},"2025-05-13T10:29:16+00:00",{"property":288,"content":572},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fopen-graph-video-advertising-landscape.png?auto=compress%2Cformat&q=90",{"property":291,"content":574},1200,{"property":294,"content":576},630,{"property":297,"content":41},{"property":144,"content":4},{"property":300,"content":301},{"property":303,"content":572},{"property":305,"content":306},{"property":308,"content":306},{"@context":310,"@graph":584},[585,596,602,605,611,615,633],{"@type":251,"@id":586,"isPartOf":587,"author":588,"headline":108,"datePublished":568,"dateModified":570,"mainEntityOfPage":589,"wordCount":590,"publisher":591,"image":592,"thumbnailUrl":594,"articleSection":595,"inLanguage":325},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fvideo-advertising-landscape-and-how-to-navigate-it\u002F#article",{"@id":559},{"name":4,"@id":316},{"@id":559},883,{"@id":320},{"@id":593},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fvideo-advertising-landscape-and-how-to-navigate-it\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Foscar-nord-Sd87V72cJEU-unsplash.jpg?auto=compress%2Cformat&q=90",[18],{"@type":327,"@id":559,"url":559,"name":497,"isPartOf":597,"primaryImageOfPage":598,"image":599,"thumbnailUrl":594,"datePublished":568,"dateModified":570,"description":498,"breadcrumb":600,"inLanguage":334},{"@id":329},{"@id":593},{"@id":593},{"@id":601},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fvideo-advertising-landscape-and-how-to-navigate-it\u002F#breadcrumb",{"@type":336,"inLanguage":325,"@id":593,"url":594,"contentUrl":594,"width":603,"height":604},2400,1920,{"@type":341,"@id":601,"itemListElement":606},[607,608,609,610],{"@type":344,"position":345,"name":150,"item":346},{"@type":344,"position":348,"name":202,"item":349},{"@type":344,"position":351,"name":18,"item":352},{"@type":344,"position":112,"name":108},{"@type":355,"@id":329,"url":346,"name":277,"description":5,"publisher":612,"inLanguage":325,"potentialAction":613},{"@id":357},{"@type":359,"target":614,"query-input":363},{"@type":361,"urlTemplate":362},{"@type":365,"@id":357,"name":277,"url":346,"logo":616,"image":371,"sameAs":617,"@context":376,"email":377,"foundingDate":378,"legalName":379,"vatID":380,"description":381,"telephone":382,"address":618,"location":619,"areaServed":629},{"@type":336,"inLanguage":325,"@id":367,"url":368,"contentUrl":368,"width":369,"height":370,"caption":277},[373,374,375],{"@type":384,"streetAddress":385,"addressLocality":386,"addressRegion":387,"postalCode":388,"addressCountry":389},[620,623,626],{"@type":392,"name":393,"geo":621,"address":622,"photo":371,"telephone":399},{"@type":395,"latitude":396,"longitude":397},{"@type":384,"streetAddress":385,"addressLocality":386,"addressRegion":387,"postalCode":388,"addressCountry":389},{"@type":392,"name":401,"geo":624,"address":625,"photo":410,"telephone":411},{"@type":395,"latitude":403,"longitude":404},{"@type":384,"streetAddress":406,"addressLocality":407,"addressRegion":408,"postalCode":409,"addressCountry":389},{"@type":392,"name":413,"geo":627,"address":628},{"@type":395,"latitude":415,"longitude":416},{"@type":384,"streetAddress":418,"addressLocality":419,"addressRegion":420,"postalCode":421,"addressCountry":422},[630,631,632],{"@type":425,"name":426},{"@type":425,"name":428},{"@type":425,"name":422},{"@type":431,"@id":432,"name":4,"image":634,"description":6,"url":163},{"@type":336,"inLanguage":325,"@id":434,"url":8,"contentUrl":8,"caption":4},{"self":636,"collection":641,"about":643,"author":645,"replies":647,"version-history":650,"predecessor-version":653,"wp:featuredmedia":657,"wp:attachment":660,"wp:term":663,"curies":670},[637],{"href":638,"targetHints":639},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F33134",{"allow":640},[441,442,443,444,445],[642],{"href":448},[644],{"href":451},[646],{"embeddable":89,"href":454},[648],{"embeddable":89,"href":649},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=33134",[651],{"count":348,"href":652},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F33134\u002Frevisions",[654],{"id":655,"href":656},33138,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F33134\u002Frevisions\u002F33138",[658],{"embeddable":89,"href":659},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F33139",[661],{"href":662},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=33134",[664,666,668],{"taxonomy":474,"embeddable":89,"href":665},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=33134",{"taxonomy":477,"embeddable":89,"href":667},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=33134",{"taxonomy":144,"embeddable":89,"href":669},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=33134",[671],{"name":483,"href":484,"templated":89},{"id":673,"date":674,"date_gmt":674,"guid":675,"modified":122,"modified_gmt":122,"slug":677,"status":19,"type":94,"link":121,"title":678,"content":679,"excerpt":681,"author":176,"featured_media":682,"comment_status":20,"ping_status":20,"sticky":174,"template":5,"format":178,"meta":683,"categories":685,"collections":686,"coauthors":687,"class_list":688,"acf":690,"head_links":691,"breadcrumbs":692,"url_path":121,"search_description":697,"featured_image_urls":698,"authors":730,"type_nicename":251,"reading_minutes":99,"category":738,"yoast_title":684,"yoast_meta":740,"yoast_json_ld":766,"_links":817},32157,"2025-02-21T11:57:53",{"rendered":676},"\u002F?p=32157","digital-vs-print-ooh-formats-for-high-impact-campaigns",{"rendered":119},{"rendered":680,"protected":174},"\n\u003Cp>The out-of-home (OOH) industry has been on a continual growth cycle over the past few years, with more advertisers utilising the channel to reach their audience in new moments. In 2024, OOH ad revenue surpassed £1 billion, with digital out-of-home (DOOH) \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdigitalsignagepulse.com\u002Fnews\u002Fuk-ooh-ad-revenue-grew-4-4-in-q3-2024\u002F\">being a key contributor\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>This growth comes with evolution and with evolution comes the need for marketers to stay on top of emerging trends to effectively leverage the opportunity that OOH presents. At a top level, there are two formats to be aware of: digital and print. Knowing the nuances of each and how to leverage their capabilities will help you make the right choice when it comes to running your next, or first, OOH campaign. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"defining-digital-ooh-vs-print-ooh\">Defining Digital OOH vs Print OOH\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"digital-out-of-home-dooh\">\u003Cstrong>Digital Out-of-Home (DOOH)\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>DOOH refers to any outdoor advertising that uses digital screens. These can be digital billboards in train stations, airports, shopping centres, streets and even indoor locations. The digital element allows for dynamic real-time updates, the use of video content and they can even leverage API to deliver a more contextually relevant message depending on the time of day, weather, location, etc. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Cadbury’s Secret Santa postal service:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1280\" height=\"855\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002Fcadbury_4.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-32106\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">(Source: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.campaignlive.co.uk\u002Farticle\u002Fcadbury-delivers-secret-santa-postal-service-interactive-posters\u002F1805069\">Campaign UK\u003C\u002Fa>)\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Cp>One that we likely all encountered on our commutes around the Christmas period, Cadbury leveraged the visual elements of DOOH with an interactive video ad that you could use to send chocolate to a loved one. This is a great example of understanding not only the moment but also the location that DOOH ads are shown in, as these ads were frequently seen in and around transport hubs where someone might be travelling home to visit that loved one. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"print-ooh\">\u003Cstrong>Print OOH\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>OOH advertising is more traditional and static outdoor advertising. You’ll likely have seen printed ads on billboards, bus stops, public transportation and other high-traffic areas such as high streets. Print is the original and one of the most commonly used forms of OOH advertising, especially when brand visibility and long-term presence are the goals. While print OOH doesn’t offer the same flexibility as its digital counterpart, it excels in delivering broad reach and consistent visibility due to the ads being static and not on a rotation. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>McDonald’s celebrating its customers’ unique habits:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002Fmcdonaldsprintdisplay.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-32167\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">(Source: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fcreative.salon\u002Farticles\u002Fwork\u002Fmcdonald-s-leo-burnett-fan-truths\">Creative Salon\u003C\u002Fa>)\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Here is a great example of what you can achieve with a ‘less is more approach’ from McDonalds. A lot of people don’t have time to stop and digest a lot of information when commuting and the moment\u002Fenvironment should always be considered with OOH. As a result, attention can be hard to grab and McDonald’s understood that a simplified creative approach would be best for its brand. \u003C\u002Fp>\n\n\n\n\u003Cp>Sometimes, trying to get the “most” out of the ad placement by incorporating too much content can detract from the value of OOH and can negatively impact factors like information retention and brand recognition. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-are-the-strengths-and-limitations-of-digital-vs-print-ooh\">What are the strengths and limitations of Digital vs print OOH? \u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Digital out-of-home\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Strengths:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Flexibility & adaptation:\u003C\u002Fstrong> DOOH is great for marketers who want to be able to update their creative messaging frequently. Its strengths lie in the ability to be reactive, whether it’s adapting to the weather (advertising hot coffee on a cold day, for example) or adjusting messaging based on time of day or location. The ability to switch creative content instantly allows for more tailored, timely campaigns that feel relevant to the audience.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Measurement: \u003C\u002Fstrong>DOOH allows for real-time tracking and data analysis, providing valuable insights into audience engagement and campaign performance. By leveraging technologies like sensors, geolocation and audience measurement tools, you can precisely measure impressions, demographic reach and other interactions. These learnings can lead to more targeted and efficient campaigns. A data-led approach means you can optimise strategies and demonstrate ROI with greater accuracy, something you are restricted by with traditional print OOH.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Limitations:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Higher setup costs:\u003C\u002Fstrong> The technology behind DOOH can be expensive. DOOH requires a higher upfront investment compared to traditional static options. For brands with smaller budgets or those testing out OOH, this could be a blocker.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Limited availability in some markets:\u003C\u002Fstrong> While major cities and high-traffic locations are increasingly adopting DOOH, its reach is still somewhat limited in rural or less populated areas, where traditional print OOH continues to dominate.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Print out-of-home\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Strengths:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Broad reach & brand visibility:\u003C\u002Fstrong> Traditional OOH is unparalleled when it comes to sheer exposure. A billboard on a busy high street or a poster in a train station can capture the attention of thousands of people every day and isn’t on a rotation like its digital counterpart. If your goal is mass awareness, print OOH could be a more effective choice. \u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Cost-effective for long-term campaigns:\u003C\u002Fstrong> While the initial cost may vary depending on the location, print OOH campaigns are often more affordable than DOOH, particularly if you’re looking to run a campaign over an extended period. A static billboard can stay in place for months offering consistent, long-term, visibility.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Limitations:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Limited flexibility:\u003C\u002Fstrong> Once a print OOH ad is up, it’s static. If you need to make changes due to consumer behaviour, market conditions, or a shift in your messaging then it’s not as simple as editing a digital screen. Replacing artwork, redesigning a billboard, or rotating in new creatives can take time and incur additional costs.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Lack of Data & Measurement:\u003C\u002Fstrong> Traditional OOH lacks the same data tracking capabilities as DOOH. While you can measure the effectiveness of your print OOH campaign through estimates of traffic or surveys, it’s much harder to track real-time performance or understand the true impact of the campaign. \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"considering-the-right-strategy-for-your-brand\">Considering the right strategy for your brand\u003C\u002Fh2>\n\n\n\n\u003Cp>As digital marketers, our recommendation will always be to choose the format that is measurable and can therefore offer you the most learnings to inform future campaign strategy. For this reason, our rationale would be to utilise DOOH in most cases.  Print OOH can have a lower entry cost but when compared to DOOH, it lacks creative capabilities and the ability to directly measure ad performance.\u003C\u002Fp>\n\n\n\n\u003Cp>If your campaign relies on changing or time-sensitive messaging, whether that’s adjusting creative based on weather conditions, promoting flash sales, or incorporating location-based targeting, DOOH is your best option. Its ability to tailor messaging in real time allows for agility. DOOH is also suited for campaigns that aim to engage the audience directly. As the ads are not static, you can leverage the more visual elements for a more immersive storytelling experience. The use of these visuals allows brands to create more compelling narratives, where the audience is not just a passive viewer but an active participant.\u003C\u002Fp>\n\n\n\n\u003Cp>DOOH is essentially a level-up on print OOH, due to its measurement and cross-channel capabilities as well as its overall flexibility and reactivity. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"why-measurement-and-media-effectiveness-matters\">\u003Cstrong>Why measurement and media effectiveness matter\u003C\u002Fstrong>s\u003C\u002Fh3>\n\n\n\n\u003Cp>Both DOOH and print OOH have advantages and selecting the right format depends on your campaign’s measurement and effectiveness goals. DOOH excels in real-time data and tracking, allowing for dynamic optimisation based on metrics like impressions, audience demographics, and engagement. It is particularly effective for time-sensitive, data-driven campaigns.  Additionally, DOOH can be supported with additional measurement such as brand lift studies and you can even add another layer with display retargeting, for those who were within a specific radius of your DOOH ad. If you have a drive to store objective, then you can track footfall to brick-and-mortar stores. \u003C\u002Fp>\n\n\n\n\u003Cp>Meanwhile, print OOH is effective for broad reach and long-term brand visibility. While it may not offer the same level of granular data as DOOH, print OOH can still be evaluated through surveys and brand recall tests to measure its influence over time.\u003C\u002Fp>\n\n\n\n\u003Cp>For marketers, understanding how each format drives measurable outcomes is key. The reactivity and real-time optimisation capabilities of DOOH endear it to simplified incrementality testing, which can be more difficult to set up with OOH.\u003C\u002Fp>\n\n\n\n\u003Cp>A strategic mix of both formats can maximise campaign impact by combining real-time optimisation with long-term exposure.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FPaid-Media_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27529\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",{"rendered":120,"protected":174},32169,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":684,"_yoast_wpseo_metadesc":5,"inline_featured_image":174,"footnotes":5},"Digital vs Print OOH: Formats for high-impact campaigns | Impression",[183],[],[186],[689,94,189,190,191,192,193,195],"post-32157",[],[],[693,694,695,696],{"path":149,"name":150},{"path":201,"name":202},{"path":117,"name":18},{"path":158,"name":119},"The out-of-home (OOH) industry has been on a continual growth cycle over the past few years, with more advertisers utilising the channel to reach their audience in new moments. In 2024, OOH ad revenue surpassed £1 billion, with digital out-of-home (DOOH) being a key contributor. This growth comes with evolution and with evolution comes the […]",{"thumbnail":699,"medium":700,"medium_large":702,"large":704,"1536x1536":706,"2048x2048":708,"post-thumbnail":710,"12_col":712,"default_landscape":714,"default_portrait":716,"6_col_and_margin_short":718,"11_col_and_margin":720,"9_col_rectangle":722,"11_col":724,"staff_image_696_600":726,"rectangular_thumbnail":728},{"url":123,"width":209,"height":209},{"url":701,"width":51,"height":51},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002Fgetty-images-lWccT-79rDo-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=133",{"url":703,"width":54,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002Fgetty-images-lWccT-79rDo-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1152&q=90&w=768",{"url":705,"width":216,"height":217},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002Fgetty-images-lWccT-79rDo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":707,"width":60,"height":60},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002Fgetty-images-lWccT-79rDo-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1024",{"url":709,"width":63,"height":63},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002Fgetty-images-lWccT-79rDo-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=1365",{"url":711,"width":66,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002Fgetty-images-lWccT-79rDo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":713,"width":69,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002Fgetty-images-lWccT-79rDo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":715,"width":72,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002Fgetty-images-lWccT-79rDo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":717,"width":46,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002Fgetty-images-lWccT-79rDo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":719,"width":66,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002Fgetty-images-lWccT-79rDo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":721,"width":76,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002Fgetty-images-lWccT-79rDo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":723,"width":78,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002Fgetty-images-lWccT-79rDo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":725,"width":81,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002Fgetty-images-lWccT-79rDo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":727,"width":45,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002Fgetty-images-lWccT-79rDo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":729,"width":84,"height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002Fgetty-images-lWccT-79rDo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[731],{"id":176,"path":244,"display_name":4,"job_title":10,"description":6,"avatar_url":103,"acf":732},{"job_title":10,"full_bio":11,"specialist_service_links":733,"photo":736},[734],{"page":735,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},{"ID":31,"id":31,"title":32,"filename":33,"filesize":34,"url":35,"link":36,"alt":5,"author":37,"description":5,"caption":5,"name":38,"status":39,"uploaded_to":25,"date":40,"modified":40,"menu_order":25,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":737},{"thumbnail":48,"thumbnail-width":49,"thumbnail-height":49,"medium":50,"medium-width":51,"medium-height":52,"medium_large":53,"medium_large-width":54,"medium_large-height":55,"large":56,"large-width":57,"large-height":58,"1536x1536":59,"1536x1536-width":60,"1536x1536-height":61,"2048x2048":62,"2048x2048-width":63,"2048x2048-height":64,"post-thumbnail":65,"post-thumbnail-width":66,"post-thumbnail-height":67,"12_col":68,"12_col-width":69,"12_col-height":70,"default_landscape":71,"default_landscape-width":72,"default_landscape-height":46,"default_portrait":73,"default_portrait-width":46,"default_portrait-height":72,"6_col_and_margin_short":74,"6_col_and_margin_short-width":66,"6_col_and_margin_short-height":70,"11_col_and_margin":75,"11_col_and_margin-width":76,"11_col_and_margin-height":70,"9_col_rectangle":77,"9_col_rectangle-width":78,"9_col_rectangle-height":79,"11_col":80,"11_col-width":81,"11_col-height":70,"staff_image_696_600":82,"staff_image_696_600-width":45,"staff_image_696_600-height":46,"rectangular_thumbnail":83,"rectangular_thumbnail-width":84,"rectangular_thumbnail-height":85},[739],{"id":183,"name":18,"path":117},[741,742,743,745,746,747,748,749,750,751,752,754,756,758,759,760,761,762,763,764,765],{"property":257,"content":684},{"name":259,"content":260},{"property":162,"content":744},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fdigital-vs-print-ooh-formats-for-high-impact-campaigns\u002F",{"name":264,"content":265},{"property":267,"content":268},{"property":270,"content":684},{"property":272,"content":697},{"property":274,"content":744},{"property":276,"content":277},{"property":279,"content":280},{"property":282,"content":753},"2025-02-21T11:57:53+00:00",{"property":285,"content":755},"2025-02-26T10:59:08+00:00",{"property":288,"content":757},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002Fopen-graph-digitalvsprint.png?auto=compress%2Cformat&q=90",{"property":291,"content":574},{"property":294,"content":576},{"property":297,"content":41},{"property":144,"content":4},{"property":300,"content":301},{"property":303,"content":757},{"property":305,"content":306},{"property":308,"content":306},{"@context":310,"@graph":767},[768,779,785,787,793,797,815],{"@type":251,"@id":769,"isPartOf":770,"author":771,"headline":119,"datePublished":753,"dateModified":755,"mainEntityOfPage":772,"wordCount":773,"publisher":774,"image":775,"thumbnailUrl":777,"articleSection":778,"inLanguage":325},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fdigital-vs-print-ooh-formats-for-high-impact-campaigns\u002F#article",{"@id":744},{"name":4,"@id":316},{"@id":744},1347,{"@id":320},{"@id":776},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fdigital-vs-print-ooh-formats-for-high-impact-campaigns\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002Fgetty-images-lWccT-79rDo-unsplash.jpg?auto=compress%2Cformat&q=90",[18],{"@type":327,"@id":744,"url":744,"name":684,"isPartOf":780,"primaryImageOfPage":781,"image":782,"thumbnailUrl":777,"datePublished":753,"dateModified":755,"breadcrumb":783,"inLanguage":334},{"@id":329},{"@id":776},{"@id":776},{"@id":784},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fdigital-vs-print-ooh-formats-for-high-impact-campaigns\u002F#breadcrumb",{"@type":336,"inLanguage":325,"@id":776,"url":777,"contentUrl":777,"width":603,"height":786},3600,{"@type":341,"@id":784,"itemListElement":788},[789,790,791,792],{"@type":344,"position":345,"name":150,"item":346},{"@type":344,"position":348,"name":202,"item":349},{"@type":344,"position":351,"name":18,"item":352},{"@type":344,"position":112,"name":119},{"@type":355,"@id":329,"url":346,"name":277,"description":5,"publisher":794,"inLanguage":325,"potentialAction":795},{"@id":357},{"@type":359,"target":796,"query-input":363},{"@type":361,"urlTemplate":362},{"@type":365,"@id":357,"name":277,"url":346,"logo":798,"image":371,"sameAs":799,"@context":376,"email":377,"foundingDate":378,"legalName":379,"vatID":380,"description":381,"telephone":382,"address":800,"location":801,"areaServed":811},{"@type":336,"inLanguage":325,"@id":367,"url":368,"contentUrl":368,"width":369,"height":370,"caption":277},[373,374,375],{"@type":384,"streetAddress":385,"addressLocality":386,"addressRegion":387,"postalCode":388,"addressCountry":389},[802,805,808],{"@type":392,"name":393,"geo":803,"address":804,"photo":371,"telephone":399},{"@type":395,"latitude":396,"longitude":397},{"@type":384,"streetAddress":385,"addressLocality":386,"addressRegion":387,"postalCode":388,"addressCountry":389},{"@type":392,"name":401,"geo":806,"address":807,"photo":410,"telephone":411},{"@type":395,"latitude":403,"longitude":404},{"@type":384,"streetAddress":406,"addressLocality":407,"addressRegion":408,"postalCode":409,"addressCountry":389},{"@type":392,"name":413,"geo":809,"address":810},{"@type":395,"latitude":415,"longitude":416},{"@type":384,"streetAddress":418,"addressLocality":419,"addressRegion":420,"postalCode":421,"addressCountry":422},[812,813,814],{"@type":425,"name":426},{"@type":425,"name":428},{"@type":425,"name":422},{"@type":431,"@id":432,"name":4,"image":816,"description":6,"url":163},{"@type":336,"inLanguage":325,"@id":434,"url":8,"contentUrl":8,"caption":4},{"self":818,"collection":823,"about":825,"author":827,"replies":829,"version-history":832,"predecessor-version":836,"wp:featuredmedia":840,"wp:attachment":843,"wp:term":846,"curies":853},[819],{"href":820,"targetHints":821},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F32157",{"allow":822},[441,442,443,444,445],[824],{"href":448},[826],{"href":451},[828],{"embeddable":89,"href":454},[830],{"embeddable":89,"href":831},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=32157",[833],{"count":834,"href":835},8,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F32157\u002Frevisions",[837],{"id":838,"href":839},32218,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F32157\u002Frevisions\u002F32218",[841],{"embeddable":89,"href":842},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F32169",[844],{"href":845},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=32157",[847,849,851],{"taxonomy":474,"embeddable":89,"href":848},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=32157",{"taxonomy":477,"embeddable":89,"href":850},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=32157",{"taxonomy":144,"embeddable":89,"href":852},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=32157",[854],{"name":483,"href":484,"templated":89},{"id":856,"date":857,"date_gmt":857,"guid":858,"modified":131,"modified_gmt":131,"slug":860,"status":19,"type":94,"link":130,"title":861,"content":862,"excerpt":864,"author":176,"featured_media":865,"comment_status":20,"ping_status":20,"sticky":174,"template":5,"format":178,"meta":866,"categories":869,"collections":873,"coauthors":874,"class_list":876,"acf":881,"head_links":882,"breadcrumbs":883,"url_path":130,"search_description":868,"featured_image_urls":890,"authors":922,"type_nicename":251,"reading_minutes":132,"category":971,"yoast_title":867,"yoast_meta":978,"yoast_json_ld":1006,"_links":1058},12711,"2024-11-14T10:17:38",{"rendered":859},"\u002F?p=12711","planning-for-the-peak-selling-season",{"rendered":128},{"rendered":863,"protected":174},"\n\u003Cp>This year’s peak selling season is upon us! Black Friday, Christmas and the January sales are just around the corner. \u003C\u002Fp>\n\n\n\n\u003Cp>To help you make the most of your Paid Media performance, we’ve asked Impression’s experts, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Four-team\u002Fyasmin-williams\u002F\">Yasmin Burchill\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Four-team\u002Fjacob-shaw\u002F\">Jake Shaw\u003C\u002Fa>, for some actionable tips and tactics to help you prepare for the biggest ecommerce events of the year. Learn which campaign techniques will help you to stand out from the crowd during this year’s retail selling season.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-should-i-do-prior-to-the-peak-selling-season\">What should I do prior to the peak selling season?\u003C\u002Fh2>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FJacob-Shaw.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19734\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Jake Shaw\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n\u003Ch3 class=\"wp-block-heading has-medium-font-size\" class=\"wp-block-heading has-medium-font-size\" id=\"build-awareness-for-your-upcoming-offers\">Build Awareness for your upcoming offers\u003C\u002Fh3>\n\n\n\n\u003Cp>Ahead of the peak selling period, whilst CPMs are lower, build up your prospecting activity to create anticipation for the products\u002Fservices that you will have on offer. The purpose of this is to drive new users to your website who you can then remarket to during the entire peak period.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Chr>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FW3uKqy8v-Yasmin-Williams.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-7432\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Yasmin Burchill\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n\u003Ch3 class=\"wp-block-heading has-medium-font-size\" class=\"wp-block-heading has-medium-font-size\" id=\"get-your-budgets-ready\">Get your budgets ready\u003C\u002Fh3>\n\n\n\n\u003Cp>It’s easy to focus on your copy and forget to change your campaign budgets. Ahead of key events, like Black Friday, Christmas and Boxing day, dedicate a good few hours to checking on budgets,  increasing to a level you’re comfortable with. Remember – it’s highly likely that your campaigns will actually meet your daily budgets on these days. Consider having some contingency budget set aside just in case!\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Chr>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FJacob-Shaw.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19734\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Jake Shaw\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n\u003Ch3 class=\"wp-block-heading has-medium-font-size\" class=\"wp-block-heading has-medium-font-size\" id=\"get-your-ads-approved-well-in-advance\">Get your ads approved well in advance\u003C\u002Fh3>\n\n\n\n\u003Cp>It is best practice to seek approval of things such as ad copy and offer-specific creative in advance. In our experience, seeking approval at least a week beforehand should be plenty of time. However, during busier retail\u002Fecommerce periods, such as Black Friday and Cyber Monday, it is best to get approval even earlier. Paid social platforms, such as Meta, could take longer than usual to approve your ads, with the average review period being between 24-48hrs. If they are then, for whatever reason, rejected, this makes the approval process even longer.\u003C\u002Fp>\n\n\n\n\u003Cp> \u003Cbr>Ads can face disapproval for \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F1210227555661027\">various reasons\u003C\u002Fa>, and often, can even be caused by an error in Meta’s automated review software. If you feel that an error has been made, opt to send your ads for a second review. It’s important to be aware of unfortunate possibilities like these. Prepare by putting them through the review process early to avoid wasted time and disappointment. \u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Chr>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FW3uKqy8v-Yasmin-Williams.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-7432\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Yasmin Burchill\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n\u003Ch3 class=\"wp-block-heading has-medium-font-size\" class=\"wp-block-heading has-medium-font-size\" id=\"revamp-your-sitelinks\">Revamp your sitelinks\u003C\u002Fh3>\n\n\n\n\u003Cp>Take this opportunity to promote some holiday-specific sitelinks. We’d recommend building a \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-prepare-your-on-site-content-for-black-friday\u002F\">bespoke ‘offers’ page\u003C\u002Fa> and applying a sitelink across campaigns, ensuring users can easily access your offers in one place.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Chr>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FJacob-Shaw.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19734\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Jake Shaw\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n\u003Ch3 class=\"wp-block-heading has-medium-font-size\" class=\"wp-block-heading has-medium-font-size\" id=\"showcase-products-on-sale-via-dynamic-shopping-ads\">Showcase products on sale via dynamic shopping ads\u003C\u002Fh3>\n\n\n\n\u003Cp>Within Google Ads, there is a range of features that you can add to existing creative to help you stand out in the SERPS during the peak selling season. Creating product sets within your catalogue to showcase products on sale via \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgoogle-shopping-ads-not-just-for-online-sales\u002F\">shopping ads\u003C\u002Fa> is just one method. Within this, you can trial features such as frames, dynamic texts and strikethrough prices as sticker overlays. This is a quick and easy way to produce a range of ads for the required peak period, without having to spend time and effort developing new creative assets.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Chr>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FW3uKqy8v-Yasmin-Williams.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-7432\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Yasmin Burchill\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n\u003Ch3 class=\"wp-block-heading has-medium-font-size\" class=\"wp-block-heading has-medium-font-size\" id=\"change-your-copy-account-wide\">Change your copy account-wide\u003C\u002Fh3>\n\n\n\n\u003Cp>We know, it’s a big job! Do the prep work early and it’s guaranteed to pay off. All users are accustomed to looking for deals on the results page at this time of year, so you’re guaranteed to fall behind without a mention.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Chr>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FW3uKqy8v-Yasmin-Williams.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-7432\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Yasmin Burchill\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n\u003Ch3 class=\"wp-block-heading has-medium-font-size\" class=\"wp-block-heading has-medium-font-size\" id=\"use-automated-rules\">Use automated rules\u003C\u002Fh3>\n\n\n\n\u003Cp>Don’t try and switch everything over yourself at midnight! Make the most of the automated rule feature, label up ads and campaigns accordingly and schedule these to go live. Have another person double-check the setup and spend some time in the morning making sure they’ve all run correctly.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n \n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-should-i-do-during-the-peak-selling-season\">What should I do during the peak selling season?\u003C\u002Fh2>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FJacob-Shaw.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19734\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Jake Shaw\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n\u003Ch3 class=\"wp-block-heading has-medium-font-size\" class=\"wp-block-heading has-medium-font-size\" id=\"find-your-best-performing-cold-audiences-to-leverage\">Find your best-performing cold audiences to leverage\u003C\u002Fh3>\n\n\n\n\u003Cp>Pull together some holiday campaigns to target your most successful cold audiences that performed well during previous sales campaigns. You can then leverage this audience with holiday-specific creative once the peak selling season is underway. By doing this you are ensuring that new users are targeted with your campaigns, instead of just remarketing to existing audiences.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Chr>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FW3uKqy8v-Yasmin-Williams.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-7432\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Yasmin Burchill\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n\u003Ch3 class=\"wp-block-heading has-medium-font-size\" class=\"wp-block-heading has-medium-font-size\" id=\"should-you-bid-on-holiday-terms-like-black-friday-christmas-or-boxing-day\">Should you bid on holiday terms like ‘Black Friday’,  ‘Christmas’ or ‘Boxing Day’?\u003C\u002Fh3>\n\n\n\n\u003Cp>The general consensus is, no, this probably isn’t a good idea at face value. However, consider bidding on the term in a remarketing-only campaign, capturing previous purchasers or basket abandoners and letting them know what your offer is. Even better, create an audience of those who converted during last year’s holiday selling season and go big for them!\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Chr>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FJacob-Shaw.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19734\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Jake Shaw\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n\u003Ch3 class=\"wp-block-heading has-medium-font-size\" class=\"wp-block-heading has-medium-font-size\" id=\"let-your-creative-do-the-talking\">Let your creative do the talking \u003C\u002Fh3>\n\n\n\n\u003Cp>Peak selling season is one of the busiest periods for retailers and as a marketer, you should aim to be as streamlined as possible with your approach to ad copy. Most businesses will be running a range of offers throughout the peak period, with creatives changing from one user to the next (if you have \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-turn-shoppers-into-buyers-using-facebook-dynamic-ads\u002F\">dynamic ads\u003C\u002Fa> set up). Therefore, it would be worth focusing less on creating highly-tailored ad copy and letting your creative do the talking. \u003C\u002Fp>\n\n\n\n\u003Cp>This enables you to be more flexible with changing your promotions and would create a seamless experience across several marketing channels. It also avoids sending ads back into the learning phase, by not having to create a new ad every time you want to promote a new product or service, meaning you won’t be missing out on vital time when your ad could be maximising its potential during what is already a time-constrained period.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Chr>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FW3uKqy8v-Yasmin-Williams.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-7432\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Yasmin Burchill\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n\u003Ch3 class=\"wp-block-heading has-medium-font-size\" class=\"wp-block-heading has-medium-font-size\" id=\"dont-swap-out-googles-auction-time-bidding-for-manual\">Don’t swap out Google’s auction time bidding for manual\u003C\u002Fh3>\n\n\n\n\u003Cp>A few years ago, this was exactly the way to operate. Today, auction-time bidding can respond to seasonality and adjust bids much more frequently than any human can! Ensure your budgets are set appropriately, and your bid strategies should do the rest.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Chr>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FJacob-Shaw.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19734\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Jake Shaw\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n\u003Ch3 class=\"wp-block-heading has-medium-font-size\" class=\"wp-block-heading has-medium-font-size\" id=\"saturate-retargeting-audiences\">Saturate retargeting audiences\u003C\u002Fh3>\n\n\n\n\u003Cp>By investing in prospecting activity to promote your upcoming offers ahead of the peak period, you will have triggered interest among an audience who are now aware of your deals. Focus on this audience and drive up the frequency of retargeting to them to reinforce what you have on offer. This audience is warmer and more likely to purchase your product\u002Fservice. This could lead to a higher ROAS because a retargeted audience is likely to drive the most efficient costs and conversion rate due to their increased purchase intentions.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Chr>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FW3uKqy8v-Yasmin-Williams.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-7432\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Yasmin Burchill\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n\u003Ch3 class=\"wp-block-heading has-medium-font-size\" class=\"wp-block-heading has-medium-font-size\" id=\"merchant-centre-promotions\">Merchant Centre promotions\u003C\u002Fh3>\n\n\n\n\u003Cp>Don’t ignore your shopping campaigns! Take the time to update Merchant Centre Promotions – everyone in the shopping tab will be looking at them.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Chr>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FW3uKqy8v-Yasmin-Williams.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-7432\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Yasmin Burchill\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n\u003Ch3 class=\"wp-block-heading has-medium-font-size\" class=\"wp-block-heading has-medium-font-size\" id=\"take-advantage-of-countdown-ads\">Take advantage of Countdown Ads\u003C\u002Fh3>\n\n\n\n\u003Cp>Use \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcreate-urgency-this-black-friday-with-dynamic-countdown-ads\u002F\">Countdown Functions\u003C\u002Fa> account-wide to build anticipation of offer end dates. Do this on the final day of your offer and see your CTR rise!\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"final-takeaway\">Final takeaway\u003C\u002Fh2>\n\n\n\n\u003Cp>It is necessary to reiterate the importance of preparation. You should make sure that you are  prepared well in advance and have a strategy in place for the entire sales season, as any amount of planning will only alleviate the pressures that come with running campaigns during peak selling periods.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"checklist-for-peak-season-success\">Checklist for peak season success\u003C\u002Fh2>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Build up prospecting activity prior to peak selling periods to build interest to your products\u002Fservices\u003C\u002Fli>\n\n\n\n\u003Cli>Revamp your sitelinks\u003C\u002Fli>\n\n\n\n\u003Cli>Test for your most successful prospecting audiences – these can then be leveraged in prospecting during the peak too\u003C\u002Fli>\n\n\n\n\u003Cli>Create bespoke landing pages\u003C\u002Fli>\n\n\n\n\u003Cli>Build up your retargeting list from your prospecting activity \u003C\u002Fli>\n\n\n\n\u003Cli>Create your campaigns & ads  prior to the peak selling season to ensure they pass through the review process before it commences\u003C\u002Fli>\n\n\n\n\u003Cli>Build out creative and copy for the peak selling period but focus on your creative\u003C\u002Fli>\n\n\n\n\u003Cli>Set aside time to allow for creative to be changed if it gets rejected\u003C\u002Fli>\n\n\n\n\u003Cli>Create product sets to showcase sale products using shopping ads\u003C\u002Fli>\n\n\n\n\u003Cli>Build out Countdown Ads to create urgency\u003C\u002Fli>\n\n\n\n\u003Cli>Set up dynamic ads for a more effective approach to user targeting\u003C\u002Fli>\n\n\n\n\u003Cli>Saturate your retargeting audiences to maximise your ROAS\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Chr>\n\n\n\n\u003Cp>Learn more about our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">paid media\u003C\u002Fa> services or stay up-to-date with PPC & Paid Social updates in our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002F\">blog\u003C\u002Fa>. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch\u003C\u002Fa> if you have any further questions on how to maximise your paid media performance in Q4 and beyond.\u003C\u002Fp>\n",{"rendered":129,"protected":174},19977,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":867,"_yoast_wpseo_metadesc":868,"inline_featured_image":174,"footnotes":5},"Planning for the peak selling season | Impression","Impression's experts share actionable tips and advice to help your business prepare for this year's peak retail selling season. Learn more.",[870,871,872,182],141,59,36,[],[186,875],235,[877,94,189,190,191,192,193,878,879,880,194],"post-12711","category-black-friday","category-ecommerce","category-paid-social",[],[],[884,885,886,889],{"path":149,"name":150},{"path":201,"name":202},{"path":887,"name":888},"\u002Fblog\u002Fcategory\u002Fecommerce\u002F","Ecommerce",{"path":158,"name":128},{"thumbnail":891,"medium":892,"medium_large":894,"large":896,"1536x1536":898,"2048x2048":900,"post-thumbnail":902,"12_col":904,"default_landscape":906,"default_portrait":908,"6_col_and_margin_short":910,"11_col_and_margin":912,"9_col_rectangle":914,"11_col":916,"staff_image_696_600":918,"rectangular_thumbnail":920},{"url":133,"width":209,"height":209},{"url":893,"width":51,"height":51},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Ffreestocks-spP6LqxN0-g-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":895,"width":54,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Ffreestocks-spP6LqxN0-g-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":897,"width":216,"height":217},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Ffreestocks-spP6LqxN0-g-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":899,"width":60,"height":60},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Ffreestocks-spP6LqxN0-g-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":901,"width":63,"height":63},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Ffreestocks-spP6LqxN0-g-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":903,"width":66,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Ffreestocks-spP6LqxN0-g-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":905,"width":69,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Ffreestocks-spP6LqxN0-g-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":907,"width":72,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Ffreestocks-spP6LqxN0-g-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":909,"width":46,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Ffreestocks-spP6LqxN0-g-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":911,"width":66,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Ffreestocks-spP6LqxN0-g-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":913,"width":76,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Ffreestocks-spP6LqxN0-g-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":915,"width":78,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Ffreestocks-spP6LqxN0-g-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":917,"width":81,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Ffreestocks-spP6LqxN0-g-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":919,"width":45,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Ffreestocks-spP6LqxN0-g-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":921,"width":84,"height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Ffreestocks-spP6LqxN0-g-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[923,930],{"id":176,"path":244,"display_name":4,"job_title":10,"description":6,"avatar_url":103,"acf":924},{"job_title":10,"full_bio":11,"specialist_service_links":925,"photo":928},[926],{"page":927,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},{"ID":31,"id":31,"title":32,"filename":33,"filesize":34,"url":35,"link":36,"alt":5,"author":37,"description":5,"caption":5,"name":38,"status":39,"uploaded_to":25,"date":40,"modified":40,"menu_order":25,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":929},{"thumbnail":48,"thumbnail-width":49,"thumbnail-height":49,"medium":50,"medium-width":51,"medium-height":52,"medium_large":53,"medium_large-width":54,"medium_large-height":55,"large":56,"large-width":57,"large-height":58,"1536x1536":59,"1536x1536-width":60,"1536x1536-height":61,"2048x2048":62,"2048x2048-width":63,"2048x2048-height":64,"post-thumbnail":65,"post-thumbnail-width":66,"post-thumbnail-height":67,"12_col":68,"12_col-width":69,"12_col-height":70,"default_landscape":71,"default_landscape-width":72,"default_landscape-height":46,"default_portrait":73,"default_portrait-width":46,"default_portrait-height":72,"6_col_and_margin_short":74,"6_col_and_margin_short-width":66,"6_col_and_margin_short-height":70,"11_col_and_margin":75,"11_col_and_margin-width":76,"11_col_and_margin-height":70,"9_col_rectangle":77,"9_col_rectangle-width":78,"9_col_rectangle-height":79,"11_col":80,"11_col-width":81,"11_col-height":70,"staff_image_696_600":82,"staff_image_696_600-width":45,"staff_image_696_600-height":46,"rectangular_thumbnail":83,"rectangular_thumbnail-width":84,"rectangular_thumbnail-height":85},{"id":931,"path":932,"display_name":137,"job_title":933,"description":934,"avatar_url":138,"acf":935},73,"\u002Fabout\u002Four-team\u002Fmike-wickham\u002F","Executive Director, Paid Media","I have over ten years' experience in Paid Media, mostly working across international e-commerce businesses.",{"job_title":933,"full_bio":936,"specialist_service_links":937,"photo":946},"\u003Cp>Executive Director, Paid Media. Joined Impression in May 2021.\u003C\u002Fp>\n\u003Cp>I have nearly ten years of experience in Paid Media, mostly working across international e-commerce businesses. I graduated from The University of Sussex with a Masters in Technology & Innovation Management before starting my career at a large London agency where I focused mostly on branding campaigns across Facebook. However, I decided that I wanted to specialise more in performance marketing and moved to a specialist agency where I spent nearly 7 years leading large Paid Search accounts.\u003C\u002Fp>\n\u003Cp>My role at Impression revolves around operations and processes within the department, striving to drive innovation and efficiency to help our clients grow faster.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m really proud of:\u003Cbr \u002F>\n\u003C\u002Fb>I once did a cycle across Uganda for charity, and managed to not get eaten by a lion.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I enjoy lots of sports and activities, with climbing being my most recent obsession.\u003C\u002Fp>\n",[938],{"page":939,"link_text":941},{"ID":23,"post_author":16,"post_date":940,"post_date_gmt":940,"post_content":5,"post_title":941,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":942,"to_ping":5,"pinged":5,"post_modified":943,"post_modified_gmt":943,"post_content_filtered":5,"post_parent":25,"guid":944,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":945},"2020-12-17 10:02:30","Paid Media","paid-media","2026-06-15 15:58:53","\u002F?page_id=169","\u002Fpaid-media\u002F",{"ID":947,"id":947,"title":948,"filename":949,"filesize":25,"url":950,"link":951,"alt":5,"author":37,"description":5,"caption":5,"name":952,"status":39,"uploaded_to":25,"date":953,"modified":953,"menu_order":25,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":954},7376,"Mike-Wickham","Mike-Wickham.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&q=90","\u002Fmike-wickham-3\u002F","mike-wickham-3","2021-06-24 12:33:53",{"thumbnail":955,"thumbnail-width":49,"thumbnail-height":49,"medium":956,"medium-width":51,"medium-height":52,"medium_large":957,"medium_large-width":54,"medium_large-height":55,"large":958,"large-width":57,"large-height":58,"1536x1536":959,"1536x1536-width":60,"1536x1536-height":61,"2048x2048":960,"2048x2048-width":63,"2048x2048-height":64,"post-thumbnail":961,"post-thumbnail-width":66,"post-thumbnail-height":67,"12_col":962,"12_col-width":69,"12_col-height":70,"default_landscape":963,"default_landscape-width":72,"default_landscape-height":46,"default_portrait":964,"default_portrait-width":46,"default_portrait-height":72,"6_col_and_margin_short":965,"6_col_and_margin_short-width":66,"6_col_and_margin_short-height":70,"11_col_and_margin":966,"11_col_and_margin-width":76,"11_col_and_margin-height":70,"9_col_rectangle":967,"9_col_rectangle-width":78,"9_col_rectangle-height":79,"11_col":968,"11_col-width":81,"11_col-height":70,"staff_image_696_600":969,"staff_image_696_600-width":45,"staff_image_696_600-height":46,"rectangular_thumbnail":970,"rectangular_thumbnail-width":84,"rectangular_thumbnail-height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[972,973,974,977],{"id":870,"name":141,"path":140},{"id":871,"name":888,"path":887},{"id":872,"name":975,"path":976},"Paid Social","\u002Fblog\u002Fcategory\u002Fpaid-social\u002F",{"id":182,"name":106,"path":105},[979,980,981,982,984,985,986,987,988,989,990,991,993,995,997,998,999,1000,1002,1003,1004,1005],{"property":257,"content":867},{"property":556,"content":868},{"name":259,"content":260},{"property":162,"content":983},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fplanning-for-the-peak-selling-season\u002F",{"name":264,"content":265},{"property":267,"content":268},{"property":270,"content":867},{"property":272,"content":868},{"property":274,"content":983},{"property":276,"content":277},{"property":279,"content":280},{"property":282,"content":992},"2024-11-14T10:17:38+00:00",{"property":285,"content":994},"2026-04-14T14:21:08+00:00",{"property":288,"content":996},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002Fopen-graph-planning-for-the-peak-selling-season.png?auto=compress%2Cformat&q=90",{"property":291,"content":574},{"property":294,"content":576},{"property":297,"content":41},{"property":144,"content":1001},"Jacob Shaw, Mike Wickham",{"property":300,"content":301},{"property":303,"content":996},{"property":305,"content":306},{"property":308,"content":306},{"@context":310,"@graph":1007},[1008,1019,1025,1027,1034,1038,1056],{"@type":251,"@id":1009,"isPartOf":1010,"author":1011,"headline":128,"datePublished":992,"dateModified":994,"mainEntityOfPage":1012,"wordCount":1013,"publisher":1014,"image":1015,"thumbnailUrl":1017,"articleSection":1018,"inLanguage":325},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fplanning-for-the-peak-selling-season\u002F#article",{"@id":983},{"name":4,"@id":316},{"@id":983},1427,{"@id":320},{"@id":1016},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fplanning-for-the-peak-selling-season\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Ffreestocks-spP6LqxN0-g-unsplash.jpg?auto=compress%2Cformat&q=90",[141,888,975,106],{"@type":327,"@id":983,"url":983,"name":867,"isPartOf":1020,"primaryImageOfPage":1021,"image":1022,"thumbnailUrl":1017,"datePublished":992,"dateModified":994,"description":868,"breadcrumb":1023,"inLanguage":334},{"@id":329},{"@id":1016},{"@id":1016},{"@id":1024},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fplanning-for-the-peak-selling-season\u002F#breadcrumb",{"@type":336,"inLanguage":325,"@id":1016,"url":1017,"contentUrl":1017,"width":603,"height":1026},1600,{"@type":341,"@id":1024,"itemListElement":1028},[1029,1030,1031,1033],{"@type":344,"position":345,"name":150,"item":346},{"@type":344,"position":348,"name":202,"item":349},{"@type":344,"position":351,"name":888,"item":1032},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fecommerce\u002F",{"@type":344,"position":112,"name":128},{"@type":355,"@id":329,"url":346,"name":277,"description":5,"publisher":1035,"inLanguage":325,"potentialAction":1036},{"@id":357},{"@type":359,"target":1037,"query-input":363},{"@type":361,"urlTemplate":362},{"@type":365,"@id":357,"name":277,"url":346,"logo":1039,"image":371,"sameAs":1040,"@context":376,"email":377,"foundingDate":378,"legalName":379,"vatID":380,"description":381,"telephone":382,"address":1041,"location":1042,"areaServed":1052},{"@type":336,"inLanguage":325,"@id":367,"url":368,"contentUrl":368,"width":369,"height":370,"caption":277},[373,374,375],{"@type":384,"streetAddress":385,"addressLocality":386,"addressRegion":387,"postalCode":388,"addressCountry":389},[1043,1046,1049],{"@type":392,"name":393,"geo":1044,"address":1045,"photo":371,"telephone":399},{"@type":395,"latitude":396,"longitude":397},{"@type":384,"streetAddress":385,"addressLocality":386,"addressRegion":387,"postalCode":388,"addressCountry":389},{"@type":392,"name":401,"geo":1047,"address":1048,"photo":410,"telephone":411},{"@type":395,"latitude":403,"longitude":404},{"@type":384,"streetAddress":406,"addressLocality":407,"addressRegion":408,"postalCode":409,"addressCountry":389},{"@type":392,"name":413,"geo":1050,"address":1051},{"@type":395,"latitude":415,"longitude":416},{"@type":384,"streetAddress":418,"addressLocality":419,"addressRegion":420,"postalCode":421,"addressCountry":422},[1053,1054,1055],{"@type":425,"name":426},{"@type":425,"name":428},{"@type":425,"name":422},{"@type":431,"@id":432,"name":4,"image":1057,"description":6,"url":163},{"@type":336,"inLanguage":325,"@id":434,"url":8,"contentUrl":8,"caption":4},{"self":1059,"collection":1064,"about":1066,"author":1068,"replies":1070,"version-history":1073,"predecessor-version":1077,"wp:featuredmedia":1081,"wp:attachment":1084,"wp:term":1087,"curies":1094},[1060],{"href":1061,"targetHints":1062},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F12711",{"allow":1063},[441,442,443,444,445],[1065],{"href":448},[1067],{"href":451},[1069],{"embeddable":89,"href":454},[1071],{"embeddable":89,"href":1072},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=12711",[1074],{"count":1075,"href":1076},12,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F12711\u002Frevisions",[1078],{"id":1079,"href":1080},38228,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F12711\u002Frevisions\u002F38228",[1082],{"embeddable":89,"href":1083},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F19977",[1085],{"href":1086},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=12711",[1088,1090,1092],{"taxonomy":474,"embeddable":89,"href":1089},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=12711",{"taxonomy":477,"embeddable":89,"href":1091},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=12711",{"taxonomy":144,"embeddable":89,"href":1093},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=12711",[1095],{"name":483,"href":484,"templated":89},{"title":1097,"script":1098,"meta":1110,"link":1123},"Jacob Shaw | Programmatic Strategist | Impression",[1099],{"type":1100,"key":1101,"innerHTML":1102},"application\u002Fld+json","yoast-json-ld",{"@context":310,"@graph":1103},[1104,1107],{"@id":432,"@type":431,"name":4,"url":-1,"sameAs":-1,"image":1105,"description":6,"jobTitle":10,"knowsAbout":18,"hasCredential":5,"gender":5,"worksFor":1106},{"@type":336,"inLanguage":325,"@id":434,"url":8,"contentUrl":8,"caption":4},{"@id":357},{"@type":365,"@id":357,"name":277,"url":346,"logo":1108,"image":371,"sameAs":1109,"@context":376,"email":377,"foundingDate":378,"legalName":379,"vatID":380,"description":381,"telephone":382},{"@type":336,"inLanguage":325,"@id":367,"url":368,"contentUrl":368,"width":369,"height":370,"caption":277},[373,374,375],[1111,1112,1113,1115,1116,1118,1119,1121,1122],{"name":259,"content":260},{"property":264,"content":325},{"property":267,"content":1114},"profile",{"property":270,"content":1097},{"property":274,"content":1117},"https:\u002F\u002Fadmin.impressiondigital.com\u002Fabout\u002Four-team\u002Fjacob-shaw\u002F",{"property":276,"content":277},{"property":288,"content":1120},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FJacob-Shaw.png?auto=compress&fit=fit&fm=jpg&h=500&q=90&w=500",{"name":300,"content":301},{"name":308,"content":306},[]]