The Drum Awards Festival - Official Deadline

-d -h -min -sec

April 19, 2016 | 1 min read

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.

Advertising Week

Content created with:

iCrossing UK

We are iCrossing. We build seamless digital experiences that influence consumers to act. With unrivaled access to Hearst’s powerful consumer insights, we uncover...

Find out more

More from Advertising Week

View all