_Editorial Archives

How Advertisers Can Reach Growing Audiences in Digital Audio

The continued growth of smartphone and smart speaker ownership solidifies digital audio as a growth opportunity advertisers would do well to take seriously.

Corporate Social Responsibility: It’s No Longer an Option

Now more than ever, it’s imperative for brands to show that they legitimately support causes that are important to consumers, in ways that are not just “lip service.”

Climbing the Digital Experience Maturity Pyramid

Ultimately, consistency and authenticity are what will set brands apart. All experiences should reflect the brand’s values and aesthetics. And interactions should feel the same regardless of the device a customer is using.

How to Succeed in the Evolving World of Digital Video

Video in DOOH can drive brand awareness and even performance that isn’t possible elsewhere, precisely by virtue of existing someplace meaningful in the physical world. Here are some factors to consider, however, for advertisers that want to get the most out of it.

Advertising’s Contextual Future

By replacing third-party data with first-party counterparts, advertisers are presented with tools that are more potent than ever. From CTRs to conversions and even difficult metrics like retention and attention, contextual ads have seen advertising KPIs soar across the board.

Up, Up and Away! How to Position Travel Brands for Growth in Today’s World

Travel brands need to tap into consumers’ emotions and foster a sense of inspiration in order to help them answer the whys—and remember the wonders—of travel.

Keys to Unlocking Better Customer Relationships: Connecting in a Privacy-First World

Today there is an increasing dependency on technology partners for you to understand and reach your own customers. Our approach at Microsoft is to give you full control over your data and allow you to leverage that data to best serve your customer’s needs.

Top Reasons Why You Should Leverage Empathy in Your 2022 Marketing

The good work that brands did in focusing on empathetic, unifying messaging in 2020 and 2021 still has a place in 2022.

Activate Your Brand Purpose to Inspire Consumer Action

If you want to generate deeper positive consumer sentiment (and committed action) year-round, make a sustained investment to activate your brand strength around shared values with your consumers. You’ll see it delivers meaningful business value, while impacting the lives of your consumers and communities.

The Hidden Work Behind Great In-Store Tech

In this environment of high expectations, new technology trends are also changing the customer experience in stores. New hybrid sales fulfillment options like buy-online, pick-up-in-store (BOPIS) and curbside pickup are gaining popularity.

You’re a Marketer, Harry! The Magic of Effective Storytelling in Advertising

Twenty years have passed since Hagrid and Harry began one of cinema’s greatest adventures. The eight movies since have grossed almost $8 billion in box office revenue alone, confirming Harry Potter as one of the most significant – and successful – franchises of our age.

6 Steps to Content Strategy Success

With a solid content strategy in place, and ongoing optimization, you’ll be able to iterate strategic initiatives throughout the rest of your marketing touchpoints.

Consumer Behaviors and On-Demand Delivery: Technology in Overdrive

Once companies understand the new rules for digital deliveries, they’ll need to shift into higher gear with the tools and the technologies required to engage with more demanding customers.

Level Up Your Loyalty: Gamify to Boost Engagement

By Todd Hedberg, The Lacek Group Every parent knows a contest or game can transform many situations by redirecting kids’ unruly energy. Who can sit still the longest? Counting backward from 100. Twenty questions. These are just a few of the go-to, often impromptu, games that can help rein in potential chaos. It’s amazing how often these simple games capture…

A Conversation with Nestlé on the ROI of Inclusivity

The emergence of Hispanics into the American mainstream is the biggest business growth opportunity of our time, and the effectiveness of engaging this group in-culture and in-language has never been more important. 

Four Ways That Marketers Could Help 50+ Travelers Hit the Road Again – Safely

The 50+ audience is in the best position to travel, and they’re making plans now for some long-awaited “trips of a lifetime” in 2022. Help them safely get back to doing what they love, and you’ll soon be destined for new levels of growth.

Advertising Week New York 2021 Trend Report

This report brings key trends from AWNewYork to life, examining why they are so important, and discussing the potential impact they will have on our industry, our clients, and our target audiences.

Data Collaboration is a Competitive Necessity

While some organizations have deep data on their individual customers, few have the breadth to compete effectively without collaboration. Leveraging your best data along with another company’s best data has become a competitive necessity, giving you a breadth and depth of insight you may lack.

Insights on How Major Retailers Prepared for Black Friday

In the week leading up to Thanksgiving and Black Friday, BrandTotal analyzed paid social media ad campaigns for 28 top retailers, including Walmart, Target, Costco, Macy’s, Best Buy, Home Depot, Nike, Nordstrom, and TJ Maxx — here are the findings.

Why Marketers Should Adapt Their Advertising Strategies to Align with New Festive Shopping Patterns

This shopping season, marketers face a dynamic economic and social environment. Only by having an advertising strategy that is agile, responsive, and omnichannel can they be confident in their campaigns.

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