Asos reduces ad spend – here’s where it’s investing instead

Asos has reduced its advertising spend from 6% of revenue to 4%, with no plans to resume it in the short to medium term. Instead, it’s taking a different approach to marketing – working with ad agencies like Uncommon to develop new brands and investing heavily in voice tech and AI to convert browsers to buyers.
Asos reduced its ad spend as part of a wider efficiency drive after missing targets set earlier this year. Updating on its performance for the year to 31 August, the online fa