_Editorial Archives

For Enduring Credibility, Build Your Brand ‘Science-Up’

There is a tangible reason that your product is able to outperform competition or offer customers an advantage. That’s why its essence is quantifiable, and you should ground in that scientific fact.

How to Adapt your Marketing for Supply Chain Holiday Chaos

The current global supply chain is complicated and only getting messier as the holidays are near. Hopefully, some help will be on the way soon.

The Challenges Facing Influencer Marketing Regulations

Although regulations for influencer marketing are still being defined, the industry would welcome more robust guidelines and is taking steps toward implementing this for the benefit of brands, audiences, and content creators.

Stay Calm. There Is A New Path Forward

The anxiety and fear are normal. But through the fog of uncertainty, there are many reasons to maintain calm and stay the course.

How to Drive Conversions on Content Pages

Getting everything from the information on the page, to the CTA right will ensure the work you do up to the point of decision really does pay off.

The Art and Science of Driving Growth in the Streaming Wars: Lessons from Croud and BritBox

Data is the most powerful weapon available to brands in the streaming wars. Combining strong measurement with curiosity and creativity will allow these brands to compete in this hyper competitive environment.

The Challenges Facing Influencer Marketing Regulations

Although regulations for influencer marketing are still being defined, the industry would welcome more robust guidelines and is taking steps toward implementing this for the benefit of brands, audiences, and content creators.

Privacy: The Digital Transformation That Should Have Happened Yesterday

Brands are mired in rules, but short of the tools required to automate and enforce privacy at scale.

How Can Brands Use Black Friday as Part of Their Marketing Strategy?

Black Friday is a crucial day in the retail calendar, and this year, sales are predicted to hit a record £9.1 billion. What was once a single shopping day is now a full weekend: Black Friday, Small Business Saturday and Cyber Monday all play a part in jump-starting the holiday shopping season. So how can brands capitalise on this holiday?…

Leveraging the Potential of Interactive Ads – A New Future for Advertising?

By Gökçe Nur Oguz – CEO and Co-Founder of Playable Factory The mobile games industry has a long and successful track record of driving innovation in advertising. But with the multiple soft and full game launches that are characteristic to the space, along with frequent, high intensity A/B testing and product updates, it prompts the question… How does mobile gaming…

Digital Audience Models Don’t All Look-Alike

Models built on anonymous, cohorted data give retailers the ability to target based on category or brand purchases while respecting individual’s privacy, assuming the seed file is excluded from the audience. High quality models can create addressable segments that predict purchases with better than 90% accuracy.

The Value of a Regional Approach to Streaming TV Media Buys

Regional buys, targeting streamers specifically, are quickly becoming the next logical step in a comprehensive media campaign.

Move Beyond Storytelling to Enriched Visual Hypertelling

Consumers expect highly relevant content and brand experiences while also demanding more digital privacy. Enter enriched visual hypertelling, a creative storytelling approach fueled by first-party data.

Content Marketing Tips: Your Blog’s Crucial Role in B2B Success

Content has been hailed as king for what seems like forever. And while the phrase itself has certainly gotten stale, the role of content in any B2B company’s success cannot be stressed enough.

Black Friday Fatigue: How Retailers Can Harness Consumer Sentiment to Spark Powerful Moments of Change

The race for Black Friday spending may be more frenetic than ever this season, but businesses of all sizes have an opportunity to change direction. By identifying what matters most to them, brands lay the groundwork for lasting brand affinity and positive change.

Advertisers, Publishers, and Consumers Have a Role to Play in Data Ethics

As new solutions emerge to target audiences, both organizations and consumers must play a role in creating a more transparent and secure ecosystem.

Sustainability in Video Production: The Climate Crisis is an Urgent Call for Action

Initiatives such as AdGreen’s carbon calculator are enabling the industry to work towards more sustainable practices and to help reach the goal of being zero net by 2030. But there won’t be change unless the entire industry leans in together.

How Purpose-Driven Organizations Are Redefining Their Roles in Society

What do businesses need to consider when it comes to formulating and executing purpose-driven initiatives, and how can they ensure they remain authentic? Here are a few key qualities and approaches shared by the organizations that are successfully doing so.

Your Brand Is Inclusive, But What About Your Creator Strategy?

The concept of inclusivity has evolved significantly over the past decade. Inclusivity isn’t just about race, gender, or orientation, or a reaction to discrimination; it’s about different worldviews and backgrounds coming together to tell relevant, authentic stories.

Could Advertising Learn More From Hollywood?

Most would probably know the Star Wars opening theme. However, only the diehard fans would be able to sing Leia’s theme, or even the more widely used, Force Suite.

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