The Drum has partnered with digital marketing agency iCrossing for its series of video reports from Advertising Week Europe 2016.
We caught up with iCrossing CEO Mark Iremonger at The Drum's Advertising Week Bus to hear his thoughts on the biggest industry trends he ws expecting to see reflected at this year's event.
Advertising Week's heavy focus on content is something Iremonger believes is also top of savvy brands' agendas.
In fact, iCrossing clients investing in understanding the customer journey are dramatically increasing spend on activity in the middle of the marketing funnel around content and consideration.
"The industry has become additcted to the top of the funnel where it’s all about awareness and the bottom where it’s all about conversion and ROI but with analystics and data we’re better undersanding where content can support sales," he said.