[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fpaid-media-predictions-for-2025":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":13,"class_list":16,"acf":26,"head_links":491,"breadcrumbs":492,"reading_minutes":215,"category":500,"head":503},"2025-01-10T12:44:48",{"rendered":6},"\n\u003Cp>As we move into the new year, it’s the perfect time to reflect on the past year in the digital world and to see what 2025 could hold. Over the course of 2024, it’s clear to see that the landscape experienced significant changes and evolution.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#3-key-paid-media-insights-from-2024\">3 key paid media insights from 2024\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-continued-rise-of-ai\">The (continued) rise of AI\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#video-everywhere\">Video everywhere\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#sustainability-spotlight\">Sustainability spotlight\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#measurement-will-become-more-important\">Measurement will become more important\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#increase-in-creative-led-advertising\">Increase in creative-led advertising\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"3-key-paid-media-insights-from-2024\">\u003Cstrong>3 key paid media insights from 2024\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fprogrammatic\u002F\">Programmatic\u003C\u002Fa> saw Connected TV (CTV) become a dominant player in the video advertising space, with global CTV programmatic ad spending expected to reach $6 billion by the end of 2024. \u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa> saw a shift towards broad-based bidding with Performance Max (PMAX) taking centre stage & broad-match keywords with new and salient changes coming in late 2024 in which PMAX allowed priority ordering vs other campaigns. \u003C\u002Fli>\n\n\n\n\u003Cli>In \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">Paid Social\u003C\u002Fa> we’ve seen a continued increase in video with \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.forbes.com\u002Fadvisor\u002Fbusiness\u002Fsocial-media-statistics\u002F\">66%\u003C\u002Fa> of users engaging favourably with short-form video content and the rise of content-creator-led content with 50% of Millennials putting trust in influencer-led content, I suppose we could say 2024 was the year of authenticity across paid social platforms. \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>The world of digital marketing is always changing, and keeping up with the latest trends while deciding where to invest your marketing budget can feel like chasing a moving target. But don’t worry — that’s where \u003Cstrong>Impression\u003C\u002Fstrong> can help! We’ve got you covered with our bold predictions for 2025, helping you stay ahead of the curve and make the most of your budget. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Talk with our team\u003C\u002Fa>.\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\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-continued-rise-of-ai\">\u003Cstrong>The (continued) rise of AI\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Artificial intelligence has made huge advancements in advertising throughout 2024, driving significant improvements in real-time bidding and audience optimisation, and helping advertisers reduce ad spend wastage by up to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmodernmarketingtoday.com\u002Fais-influence-on-programmatic-advertising-in-2024-and-beyond\u002F\">30%\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Looking ahead to 2025, we anticipate a broader array of AI-driven tools becoming accessible to marketers – and increased uptake of existing ones. Advantage+ has enhanced and changed the way we optimise Meta with new tools coming out each quarter to enhance, targeting, image assets to copy. The use of AI in Meta isn’t a new concept, with Advantage+ first launching in 2022, but we’ve seen a considerable push from Meta to use its enhancement tools in the last couple of years. \u003C\u002Fp>\n\n\n\n\u003Cp>Personalisation will benefit from advancements in AI, including automated dynamic creative messaging tailored to audience signals, dynamic audience adjustments for optimal campaign performance, and the advanced use of AI to detect and prevent ad fraud.\u003C\u002Fp>\n\n\n\n\u003Cp>AI integration in Paid Social will continue to grow in 2025, especially as personalisation in a post-cookie world becomes the norm. Advertisers are adapting to new product features on Meta and other platforms, finding the best ways to engage their audiences effectively.\u003C\u002Fp>\n\n\n\n\u003Cp>If we lean to Search, in particular, Google we’ve seen the incorporation of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Fproducts\u002Fsearch\u002Fgenerative-ai-search\u002F\">Generative Search\u003C\u002Fa>, and it’s now taking up a large proportion of search space, especially on mobile. We’re seeing a shift in how Google is surfacing information and this is changing how we’ll need to optimise ads accounts. Data and feeds have forever been at the core of more recent Google products but with this shift to a generative way of serving information, data is going to become an even larger cornerstone of paid search in 2025 too. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"video-everywhere\">\u003Cstrong>Video everywhere\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>In 2025, 55% of marketers surveyed by \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.kantar.com\u002Fcampaigns\u002Fmarketing-trends?creative=720035494027&keyword=video%20marketing%20trends&matchtype=p&network=g&device=c&gad_source=1&gclid=CjwKCAiAjeW6BhBAEiwAdKltMqsB1Swz5NTrBvIALdJk9QXSb49RnQM0YvtiySj4F9oUD43v-bFZGxoCNw0QAvD_BwE\">Kantar\u003C\u002Fa> plan to increase investment in TV streaming, fueled in part by the growing uptake in ad-supported streaming subscriptions. In 2024, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.nytimes.com\u002F2024\u002F05\u002F26\u002Fbusiness\u002Fmedia\u002Fads-tv-streaming.html\">56%\u003C\u002Fa> of new subscribers to platforms like Netflix and Disney+ chose lower-cost, ad-supported options, a trend expected to continue into 2025. This shift is opening up more Connected TV (CTV) inventory availability, offering a cost-effective way to reach engaged audiences on premium platforms.\u003C\u002Fp>\n\n\n\n\u003Cp>CTV ads are also becoming more interactive, with features like shoppable ads, integrated QR codes, and gamification enabling brands to drive action within a typically brand-led format. In 2025, brands are likely to leverage these capabilities to deliver unified messaging across display, video, and CTV activations.\u003C\u002Fp>\n\n\n\n\u003Cp>Video growth isn’t just driven by TV. Google is pushing advertisers toward YouTube and video placements, with new products like PMAX taking up a larger share of ad budgets. The shift toward visual formats in 2024 signals a move away from traditional search ads to more engaging placements.\u003C\u002Fp>\n\n\n\n\u003Cp>In line with increased ad spend, video content production has surged too. brands are increasingly using influencers and content creators to engage customers. Influencer marketing spend, projected at \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.statista.com\u002Foutlook\u002Famo\u002Fadvertising\u002Finfluencer-advertising\u002Fworldwide\">$35B in 2024, is expected to grow to $56B by 2029\u003C\u002Fa>, with micro-influencers gaining traction as authenticity becomes a key driver of consumer behavior. In fact, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.dashhudson.com\u002Fblog\u002Fbrand-authenticity-social-media-rise\">88% of users report buying from brands that present authentic content\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>As 2025 approaches, brands will need to continue prioritising creativity and authenticity to stand out. Video placements will take an even larger share of marketing budgets, and those already investing in creative, authentic content will reap the greatest rewards.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"sustainability-spotlight\">\u003Cstrong>Sustainability spotlight\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Sustainability in advertising gained significant traction in 2024, with over \u003Ca href=\"https:\u002F\u002Fblog.relevant-digital.com\u002Fkey-findings-attitudes-to-programmatic-advertising-2024#:~:text=Sustainable%20practices%20in%20programmatic%20advertising,consideration%20in%20programmatic%20media%20planning.\">80% of companies identifying it as a strategic priority\u003C\u002Fa>. This mirrors buyer sentiment, with \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Finfo.lek.com\u002Fconsumer-sustainability-2024\">93%\u003C\u002Fa> of global consumers wanting to live a more sustainable lifestyle, presenting brands with an opportunity to make an authentic and meaningful connection with their audience. In 2025, we expect a surge in eco-conscious campaigns, driven by broader legislative changes that will affect brands’ ESG priorities. This shift will likely prompt brands to make more deliberate choices about their marketing strategies and ad spend allocation.\u003C\u002Fp>\n\n\n\n\u003Cp>We predict a heightened focus on efficient targeting and frequency management to ensure impressions are delivered where they have the most impact, reducing unnecessary ad waste. This will likely result in a broader adoption of carbon measurement tools, such as Scope3, enabling brands to measure and offset the carbon emissions generated by their campaigns. These efforts will mark a significant step toward aligning advertising practices with global sustainability goals.\u003C\u002Fp>\n\n\n\n\u003Cp>Consumers are driving this sustainability trend too, with \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.statista.com\u002Fstatistics\u002F1056522\u002Fsustainable-shopping-behavior-of-uk-shoppers\u002F\">47%\u003C\u002Fa> of online shoppers choosing brands showing sustainable efforts over other similar brands, we expect this to continue. This has changed how we advertise using paid media, particularly on social with a recent GWI report demonstrating \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.gwi.com\u002Freports\u002Fsocial\">52%\u003C\u002Fa> of social media purchasing a product after seeing it promoted as sustainable. In 2025 we expect this to continue and brands having to show and demonstrate their sustainability to compete in a landscape where it’s increasingly becoming expected over being an extra. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"measurement-will-become-more-important\">\u003Cstrong>Measurement will become more important\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>With predicted media spend increasing comes the need for more precise performance measurement. At the end of 2023 we conducted a survey which found that \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Fwhite-papers\u002Fthe-marketing-landscape-in-2024\u002F\">39%\u003C\u002Fa> of marketers found it difficult to measure the impact of their marketing channels and we believe this has continued to rise.\u003C\u002Fp>\n\n\n\n\u003Cp>Despite the news that \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdpnetwork.org.uk\u002Fgoogle-abandons-plans-to-phase-out-third-party-cookies\u002F\">Google has extended the life of the third-party cookie\u003C\u002Fa>, we are not out of the woods in terms of new privacy regulations that impact the data available for measurement. \u003C\u002Fp>\n\n\n\n\u003Cp>And we’re not the only ones that are saying this is going to be an ongoing challenge, with Havard Business School suggesting different measurement models such as marketing mix models will become the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fhbr.org\u002F2023\u002F03\u002Fa-new-gold-standard-for-digital-ad-measurement\">‘new gold standard’ \u003C\u002Fa>for ad measurement in data-constrained online settings.\u003C\u002Fp>\n\n\n\n\u003Cp>We predict a rise in alternative measurement methods, such as Marketing Mix Models (MMMs), incrementality tests, or new Multi-touch Attribution (MTA) models, as brands seek more accurate ways to measure holistic success beyond native platform metrics. We know that MMMs are not new but we strongly believe moving from measuring success with attribution to contribution of media channels is going to be key to planning and delivering media efficiently. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"increase-in-creative-led-advertising\">\u003Cstrong>Increase in creative-led advertising\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Creativity in all forms of paid media will be paramount in 2025 with platforms growing closer than ever with platforms offering similar solutions to advertisers. TikTok has announced it’s breaking into the search world launching \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fads.tiktok.com\u002Fbusiness\u002Fen-US\u002Fblog\u002Fintroducing-search-ads-campaign?redirected=1\">TikTok Search Ads\u003C\u002Fa>, changing the narrative of social ads, and giving brands the option to incorporate search tactics in their social advertising. \u003C\u002Fp>\n\n\n\n\u003Cp>On the other hand, Google is shifting its efforts towards creativity, in a juxtaposition and to somewhat challenge the meteoric rise of paid social, Google is putting efforts into YouTube. YouTube is a core platform for Google with it holding\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsproutsocial.com\u002Finsights\u002Fyoutube-stats\u002F\"> 2.49 billion monthly active users\u003C\u002Fa>, allowing it to compete against other social channels. \u003C\u002Fp>\n\n\n\n\u003Cp>We expect the shift to creative-focussed advertising to continue as consumers change how they engage with brands shifting their efforts towards UGC and influencer-led creative. Authenticity is becoming paramount with \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.forbes.com\u002Fadvisor\u002Fbusiness\u002Fsocial-media-statistics\u002F\">88%\u003C\u002Fa> of users buying from brands showing it’s a key factor to purchasing a product. We know that \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Fwebinars\u002Fbrand-vs-performance-marketing-getting-the-balance-right\u002F\">authenticity and brand investment\u003C\u002Fa> are key to growing brands and this will become center stage in 2025\u003C\u002Fp>\n\n\n\n\u003Cp>With the increase in automation across platforms, there’s less differentiation to how you can activate which we believe means advertisers need to shift focus to what helps them stand out in data and creativity. \u003C\u002Fp>\n\n\n\n\u003Cp>In 2025 we’ll see brands and advertisers needing to shift their focus and refocus on creative and storytelling within their ads to help them get a leg up against competition in busy and automated ad auctions. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002Fcreative\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FCreative-Strategy_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30125\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",false,"standard",[10,11],36,40,[],[14,15],230,235,[17,18,19,20,21,22,23,24,25],"post-31454","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-social","category-ppc",{"page_content_modules":27,"hero":211},[28,160],{"acf_fc_layout":29,"reduced":30,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":30,"title":31,"content":6,"authors":32},"blog_post_content",true,"Impression’s paid media predictions for 2025",[33,117],{"id":34,"path":35,"display_name":36,"job_title":37,"description":38,"avatar_url":39,"acf":40},134,"\u002Fabout\u002Four-team\u002Fharriet-howarth\u002F","Harriet Fitzgerald","Associate Director, Head of Programmatic","","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":37,"full_bio":41,"specialist_service_links":42,"photo":61},"\u003Cp>Associate Director, Head of Programmatic. Joined Impression in September 2022.\u003C\u002Fp>\n\u003Cp>I first started working in Programmatic 5 years ago at a large agency. Over this time I have led a number of global accounts across lots of different industries.\u003C\u002Fp>\n\u003Cp>Day to day, I will be building out Impression’s programmatic proposition, building a team and running campaigns\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>In my free time, you can find me cooking, going for walks and playing squash!\u003C\u002Fp>\n",[43],{"page":44,"link_text":60},{"ID":45,"post_author":46,"post_date":47,"post_date_gmt":47,"post_content":38,"post_title":48,"post_excerpt":38,"post_status":49,"comment_status":50,"ping_status":50,"post_password":38,"post_name":51,"to_ping":38,"pinged":38,"post_modified":52,"post_modified_gmt":52,"post_content_filtered":38,"post_parent":53,"guid":54,"menu_order":55,"post_type":56,"post_mime_type":38,"comment_count":57,"filter":58,"url_path":59},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","Programmatic Advertising",{"ID":62,"id":62,"title":63,"filename":64,"filesize":65,"url":66,"link":67,"alt":38,"author":68,"description":38,"caption":38,"name":69,"status":70,"uploaded_to":55,"date":71,"modified":71,"menu_order":55,"mime_type":72,"type":73,"subtype":74,"icon":75,"width":76,"height":77,"sizes":78},33327,"Harriet-Howarth","Harriet-Howarth.png",414235,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&q=90","\u002Fharriet-howarth-4\u002F","12","harriet-howarth-4","inherit","2025-05-29 11:56:28","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":79,"thumbnail-width":80,"thumbnail-height":80,"medium":81,"medium-width":82,"medium-height":83,"medium_large":84,"medium_large-width":85,"medium_large-height":86,"large":87,"large-width":88,"large-height":89,"1536x1536":90,"1536x1536-width":91,"1536x1536-height":92,"2048x2048":93,"2048x2048-width":94,"2048x2048-height":95,"post-thumbnail":96,"post-thumbnail-width":97,"post-thumbnail-height":98,"12_col":99,"12_col-width":100,"12_col-height":101,"default_landscape":102,"default_landscape-width":103,"default_landscape-height":77,"default_portrait":104,"default_portrait-width":77,"default_portrait-height":103,"6_col_and_margin_short":105,"6_col_and_margin_short-width":97,"6_col_and_margin_short-height":101,"11_col_and_margin":106,"11_col_and_margin-width":107,"11_col_and_margin-height":101,"9_col_rectangle":108,"9_col_rectangle-width":109,"9_col_rectangle-height":110,"11_col":111,"11_col-width":112,"11_col-height":101,"staff_image_696_600":113,"staff_image_696_600-width":76,"staff_image_696_600-height":77,"rectangular_thumbnail":114,"rectangular_thumbnail-width":115,"rectangular_thumbnail-height":116},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"id":118,"path":119,"display_name":120,"job_title":121,"description":122,"avatar_url":123,"acf":124},73,"\u002Fabout\u002Four-team\u002Fmike-wickham\u002F","Mike Wickham","Executive Director, Paid Media","I have over ten years' experience in Paid Media, mostly working across international e-commerce businesses.","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",{"job_title":121,"full_bio":125,"specialist_service_links":126,"photo":135},"\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",[127],{"page":128,"link_text":130},{"ID":53,"post_author":46,"post_date":129,"post_date_gmt":129,"post_content":38,"post_title":130,"post_excerpt":38,"post_status":49,"comment_status":50,"ping_status":50,"post_password":38,"post_name":131,"to_ping":38,"pinged":38,"post_modified":132,"post_modified_gmt":132,"post_content_filtered":38,"post_parent":55,"guid":133,"menu_order":55,"post_type":56,"post_mime_type":38,"comment_count":57,"filter":58,"url_path":134},"2020-12-17 10:02:30","Paid Media","paid-media","2026-06-15 15:58:53","\u002F?page_id=169","\u002Fpaid-media\u002F",{"ID":136,"id":136,"title":137,"filename":138,"filesize":55,"url":139,"link":140,"alt":38,"author":68,"description":38,"caption":38,"name":141,"status":70,"uploaded_to":55,"date":142,"modified":142,"menu_order":55,"mime_type":72,"type":73,"subtype":74,"icon":75,"width":76,"height":77,"sizes":143},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 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more posts","See all articles","\u002Fblog\u002F",[167,185,200],{"type_key":18,"title":168,"excerpt":169,"to":170,"postedAt":171,"readingTime":172,"image":173,"authors":174,"category":182},"Impression x Meta: The Metrics That Matter – Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. In 1996, renowned chess grandmaster Gary Kasparov beat IBM’s Deep Blue supercomputer in […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-metrics-that-matter-key-takeaways\u002F","2026-10-06T12:41:30",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fandrei-zolotarev-tPn5zuS9DpU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[175,178,181],{"name":176,"image":177},"Liam Wade","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":179,"image":180},"Amy Stamper","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":36,"image":39},{"to":183,"name":184},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":18,"title":186,"excerpt":187,"to":188,"postedAt":189,"readingTime":190,"image":191,"authors":192,"category":199},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[193,196],{"name":194,"image":195},"Joe Turnbull","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":197,"image":198},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":183,"name":184},{"type_key":18,"title":201,"excerpt":202,"to":203,"postedAt":204,"readingTime":172,"image":205,"authors":206,"category":210},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. 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