_Editorial Archives

In the Era of Ad-Blocking and On-Demand Content, How Can Marketers Ensure Their Ads Reach Their Target Audience on TV?

As we celebrate World Television Day, the medium itself is at a crossroads, navigating a landscape in which viewers increasingly have the power to choose what, when, and how they consume content.

Transformative Strategies in Influencer Marketing

In today’s rapidly evolving influencer marketing landscape, the ability to stand out requires a blend of innovation, community engagement, psychological insight, and the timeless power of storytelling.

Elon X Rishi. An Interesting, yet Disappointing Discussion on AI

If you believe that AI cannot be stopped, and you buy into the Pandora’s box analogy, then you should really advocate for more AI.

We Gave MFA Sites Their Power. Here’s What Happens When We Take It Away

Advertisers will need to take a moment of bravery and recognize that they need to break from the past and shift what they measure and value. The result will be a better Internet and better business results.

The Shifting Consumer Behaviours Set to Challenge Brands in 2024

Brands that demonstrate how they’re keeping audiences rooted in what’s real – whatever that means to them – and supporting them from being overwhelmed amid an algorithmic apocalypse will resonate.

Why Authenticity Is the New Advertising Currency: The Need for Influencer-First Ad Strategies

An influencer-first ad strategy isn’t just a shift in marketing tactics; it’s a shift back to good, old-fashioned storytelling and relationship-building.

To Get the Best from Your Clean Room, Know What to Ask of It

Ultimately, it’ll be up to marketers and brand leaders to determine what to look for in a clean room, and when the right time is to implement one.

Athlete Fan-Owned TV Network PlayersTV Lands Distribution With Prime Video and Amazon Freevee

PlayersTV and Prisoner Wine Brands Uncorks Exciting New Original Series ‘Vino Talk’ Hosted by NBA Champion Deandre Jordan and Softball Star AJ Andrews

It’s Getting Easier to Measure TV, and It’s About Time

As technology advances, it’s becoming easier to measure CTV ads, allowing advertisers to more accurately understand the true impact of their campaigns – also known as the “halo effect.”

Creative Personalization is The Key to Campaign Differentiation and Unlocking Performance at Scale

With evolving technology, marketers are learning how creative personalization can drive better outcomes, from brand engagement to sales revenue.

Advertisers Demand Accountability. When Will Ad Tech Comply?

We can solve the challenges of campaign quality, data breaches and violations of privacy through rigorous processes and certification. Yes, it’s expensive, but it’s worth the protection against the risk of a billion-dollar problem that can affect tens of millions of people worldwide.

Black Friday Is No Longer Just a Date

Black Friday, like Christmas, isn’t only one day of the year. It’s one of the biggest yearly opportunities for brands and it’s time for advertising around the event to begin reflecting that.

It’s Time to Move Past the Web3 Experimentation Phase

As the technology evolves to become more frictionless and cost efficient, more brands are finding meaningful, ROI-driven ways to enter the space, and future-proof themselves.

Let’s Keep Our Foot on the Gas on Equity, Diversity and Inclusion Efforts

The number of leadership roles being filled by BIPOC talent is actually decreasing and all the words in the world won’t help. Here are ten actions that our agency has found effective in keeping our EDI efforts moving forward.

Creativity, Technology, and Proximity: The Trifecta of the Test-and-Learn Agenda

By Kristal Walton, SVP, CPG & Retail Industry If you work in marketing, especially tactical planning, you know that budgets have become stretched thinner than ever. Omnichannel or multitouch planning has become the key watchword for CMOs looking to make their dollars go the extra mile, maximizing impact by hitting on multiple consumer touchpoints. In tandem, increasing excitement and focus…

Amplifying Authenticity: Harnessing the Power of User-Generated Content in Modern Marketing Strategies

Savvy audiences know meaningless puff content when they see it, and more than ever, are demanding authenticity.

Argentine Advertising Industry Launches Groundbreaking Initiative to Export Services

Guided by Agencias Argentinas, this project aims to create a hub of Argentine talent, enabling firms to provide marketing, content, and advertising services to other markets in a unified and collective approach. The objective is to stimulate the communication industry and achieve a 5x growth in the coming decade.

Diversity, Equity, Inclusion Belonging, AND Wellbeing: Time for Ad Agencies to Once Again Lead the Way

Mental health and well-being are truly the next frontier in the ever-present battle for great talent, reclaiming the relevancy of advertising agencies as sought-after workplaces once again –– and an important new way for agencies to create more welcoming and inclusive cultures.

Why Mobile Advertising Still Sucks – and Why AI Might Finally Change Things

Rather than replacing human-led creativity, AI promises to unlock it. This should finally allow for breakthrough, highly memorable – even beloved – creative executions.

Multiscreening, Multitasking and Capturing Attention in a TikTok-Distracted World

Once marketers and advertisers understand their audience’s activities across various digital domains, including things like social media, streaming, gaming and shopping apps (and TikTok of course!), they can use this intelligence to capture waning attention in the most effective way possible.

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