Tag: Modern Marketing + Measurement

Just because the ecosystem continues to become more complex, advertisers should not abandon hope for a simplified path to performance.

The value proposition of social commerce is clear. Audiences are fracturing, and it’s getting harder to reach Gen Z with conventional advertising.

A smart, timely billboard speaks volumes. It can react, adapt, and connect in a way no 15-second skipable video ever will.

Marketers are stuck in Plato’s cave. Attribution, experiments, and MMM each cast different shadows. None reveals true incrementality. The truth remains unknowable.

Across the industry, CMOs are confronting an uncomfortable truth: the dashboards they’ve relied on for years often provide a distorted picture of what drives growth.

When measurement frameworks help answer questions about revenue growth, profitability, and long-term brand equity, marketing becomes easier to defend—and easier to expand.

Marketing will remain data-driven, but insights will come from aggregated patterns and trusted collaboration rather than ubiquitous tracking.

By Mark Bradbury, VP, Research & Insights AARP Media Advertising Network (AMAN) Marketers have made progress in recognizing the 50+ shopper as a key consumer segment, but too many still overlook this demographic’s ability to meaningfully grow market share. The data is clear: For more than a decade, consumers aged 50+ have accounted for over half of all U.S. consumer…

That is where the next era of enterprise software is going. Not the end of SaaS. The end of SaaS that never earned the right to exist in the new world.

The next era of marketing won’t be defined by automation alone, but by the intelligence that comes from understanding what to automate, what to measure, and what to humanize.

February campaigns should be a ramp up that starts off slow before building to Valentine’s Day.

Antonia Faulkner, Head of Corporate Communications and Ads Marketing, Analytics and Insights EMEA, Samsung Ads explores how the home screen is evolving from a passive starting point into one of the most compelling marketing environments.

Metrics like view-through conversions, watch time, video completion rate and thumb-stop rate offer a far more accurate view of effectiveness.

If your measurement only exists inside the platforms, your strategy isn’t owned, it’s rented.

Agencies that emerge stronger will be the ones that treat flexibility  (organizationally and technologically) as a core business strategy, not a contingency plan.

The future of the open web depends on the ability to prove that an audience is paying attention, not scrolling through content mechanically.

Systems scale assumptions quickly, whether they are sound or flawed. Reexamining how audiences are defined and managed is not a technical exercise. It is a strategic one.

Effective media buying doesn’t start with activation. It starts with the right planning elements combined with up to the minute knowledge of pricing and opportunities in the media marketplace.