Latest news with #Ebiquity
Campaign ME
2 days ago
- Business
- Campaign ME
Brand building needs more than just algorithms
Why have so many brands abandoned the dream phase of communications planning? For too long, brands have been chasing short-term wins, obsessing over conversions and putting brand building in the back seat. According to a survey by Ebiquity and the World Federation of Advertisers (WFA), 42 per cent of global advertisers plan to increase their share of performance marketing in 2025, up from 21 per cent in 2024. In contrast, only 24 per cent intend to increase their share of branding efforts. This shift is driven by the need for immediate results and the growth of retail media and connected TV. It is understandable. The lower funnel means numbers I can show in a boardroom full of big questions. I wish I could count the times I've heard, 'they're easy to measure', 'they're quick to optimise' or 'they build momentum'. Do you mean the illusion of momentum? Because real momentum means real growth. Real growth never comes from tactical wins alone. For decades, what has been – and most likely always will be – real growth comes from building brands that inspire, connect and endure. Take destinations, for example. They exist in people's imaginations for a long time before they watch a 'Top 10 Things To Do' video or visit People form a relationship with a destination long before they even get there, through billboards, videos, influencers and even films and TV shows. There's a deep connection that's forged through powerful storytelling and immersive brand presence over time. It's through emotional resonance that withstands the clutter of flash sale banners or retargeted ads and comes out on top. Why? Because a destination isn't just a place you're trying to sell; it's a feeling you're unlocking. Feelings aren't bought with performance metrics alone. They can, however, be earned through brand building. This isn't to say brand and performance are opposing forces. In fact, it's often overlooked that they are partners – and when they work together, innovation can thrive. Put simply, a brand builds desire; performance captures it. Having one without the other is like trying to ride a bicycle on one wheel – it's not impossible, it just won't get you there optimally. This is particularly important, given that we have entered a new media reality. To inspire and to derive action are no longer conveniently sitting in separate stages of the funnel. Look at today's audiences: they expect to be moved and motivated, often in the same scroll. Content needs to inspire and convert in one experience. Those who have crafted that balance are leading the way. In the past few years, Visit Saudi has done an excellent job of building a brand, a dream, a destination – and they've done this at speed. They have a clear vision statement: 'To inspire pride by sharing Saudi with the world, captivating their hearts, minds and imaginations.' In my opinion, they've delivered on that ambition. It's noticeable through their immersive content and unique messaging that have built a strong narrative. This transformed the tourism landscape and turned travellers' heads towards Saudi, creating the type of consideration that has taken other destinations an entire generation to build. It's evident when you look at Saudi Arabia's Ministry of Tourism data. Even with Covid pausing travel for two years, Saudi still saw 44.06 million inbound visitors in 2022 and 2023. This is a testimony to the 'bothism' that we see in industry commentary, and indeed to the large body of evidence that speaks to both long- and short-term investments. Companies that continue to invest in brand – especially during challenging times – are the ones that will bounce back faster, stronger and with greater loyalty from consumers who already feel emotionally connected. Without a strong presence to anchor the strategy, the funnel eventually dries up, and no amount of retargeting will save a brand people have forgotten – or never cared about in the first place. Many brands such as adidas, Uber and Airbnb have jumped back on the brand-building wagon and have reaped the rewards. These are brands that continue to build not just awareness, but advocacy. Not just bookings, but belief; not just visits, but lifelong memories. There are no shortcuts in this journey. To get to their destination in the best conditions, brands need to marry the performance focus in the lower funnel with activating the dream state in the upper funnel. Ephemeral sales may come from algorithms, but durable brand appeal is built on emotion. Brands need both to thrive sustainably. By Sara Daher, Executive Director, PHD Media
Yahoo
11-05-2025
- Business
- Yahoo
Ebiquity (LON:EBQ) Is Experiencing Growth In Returns On Capital
Finding a business that has the potential to grow substantially is not easy, but it is possible if we look at a few key financial metrics. Ideally, a business will show two trends; firstly a growing return on capital employed (ROCE) and secondly, an increasing amount of capital employed. If you see this, it typically means it's a company with a great business model and plenty of profitable reinvestment opportunities. With that in mind, we've noticed some promising trends at Ebiquity (LON:EBQ) so let's look a bit deeper. This technology could replace computers: discover the 20 stocks are working to make quantum computing a reality. For those who don't know, ROCE is a measure of a company's yearly pre-tax profit (its return), relative to the capital employed in the business. Analysts use this formula to calculate it for Ebiquity: Return on Capital Employed = Earnings Before Interest and Tax (EBIT) ÷ (Total Assets - Current Liabilities) 0.10 = UK£6.6m ÷ (UK£87m - UK£24m) (Based on the trailing twelve months to December 2024). Therefore, Ebiquity has an ROCE of 10%. In absolute terms, that's a pretty normal return, and it's somewhat close to the Media industry average of 12%. Check out our latest analysis for Ebiquity Above you can see how the current ROCE for Ebiquity compares to its prior returns on capital, but there's only so much you can tell from the past. If you'd like, you can check out the forecasts from the analysts covering Ebiquity for free. Ebiquity is showing promise given that its ROCE is trending up and to the right. More specifically, while the company has kept capital employed relatively flat over the last five years, the ROCE has climbed 49% in that same time. So it's likely that the business is now reaping the full benefits of its past investments, since the capital employed hasn't changed considerably. The company is doing well in that sense, and it's worth investigating what the management team has planned for long term growth prospects. To sum it up, Ebiquity is collecting higher returns from the same amount of capital, and that's impressive. Given the stock has declined 13% in the last five years, this could be a good investment if the valuation and other metrics are also appealing. So researching this company further and determining whether or not these trends will continue seems justified. Ebiquity does have some risks though, and we've spotted 1 warning sign for Ebiquity that you might be interested in. For those who like to invest in solid companies, check out this free list of companies with solid balance sheets and high returns on equity. Have feedback on this article? Concerned about the content? Get in touch with us directly. Alternatively, email editorial-team (at) article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned. Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
