Short reads for short attention spans

Google Ads introduces Channel Prioritisation and budget caps

Google Ads has introduced new Channel Prioritisation controls, giving advertisers greater influence over how budgets are distributed across Search, Performance Max and Demand Gen campaigns.

Advertisers can now assign different priority levels to channels, prioritising placements such as Google Search while limiting investment in lower-priority inventory, including Search Partners and the Display Network. The update also introduces additional spending controls, helping advertisers manage how automated campaigns allocate budgets across Google’s advertising ecosystem.

Why it matters: This addresses one of the biggest frustrations with Google’s automated advertising products: limited control over where budgets are spent. Greater transparency and control could help advertisers reduce wasted spend, prioritise higher-performing inventory and improve overall campaign efficiency.

Further reading at Search Engine Land:

Google Ads Introduces Channel Prioritization And Budget Allocation

Channel 4 challenges the industry’s obsession with short-term metrics

At its annual upfront, Channel 4 challenged the advertising industry’s increasing reliance on short-term performance metrics, particularly those defined and measured by the platforms selling the advertising.

The broadcaster argued for a greater focus on cultural relevance, audience engagement and long-term brand building, rather than simply optimising for efficient impressions and immediate conversions. Its message reinforces the importance of independent measurement and understanding advertising’s wider contribution to business growth.

Why it matters: Media effectiveness cannot be measured through short-term performance alone. As automated platforms increasingly optimise towards their own metrics, advertisers need to ensure they’re measuring genuine business outcomes, brand impact and long-term growth.

Further reading at The Media Leader:

Upfronts 2026

UK marketing budgets reach their highest growth in two years

UK marketing budgets recorded their strongest growth in two years during the third quarter of 2026, according to the latest IPA Bellwether Report.

A net 14.3% of companies increased marketing budgets, compared with 6.9% in the previous quarter, while main media investment recorded its strongest growth in nine years. However, the research also highlighted continued investment in sales promotions, raising questions about whether businesses are prioritising short-term sales over sustainable brand growth.

Why it matters: The increase suggests improving confidence among UK advertisers and a renewed willingness to invest in marketing. However, how those budgets are allocated will be critical, with businesses needing to balance immediate commercial results against long-term brand building.

Further reading at Marketing Week:

UK marketing budgets surge to two-year high with growth across all channels