_Editorial Archives

The History of Kool-Aid Man

Whether bursting through walls or simply bringing a smile to people’s faces, the Kool-Aid Man continues to be a beloved character, reminding us all to embrace the fun and refreshing moments in life.

When We Rise, Do We Fall? Exploring the Cultural Cost of Black Business Acquisitions

When we rise with roots intact, we don’t fall; we elevate collective consciousness, affirming that progress and authenticity are not mutually exclusive but mutually enriching.

Rethinking Cult Brands: Introducing the Concept of ‘Culture Brands’

What CMO doesn’t at one point or another dream of being at the helm of a cult brand? It seems like such an ideal end-game for all sorts of ambitious marketing efforts and niche positioning.

Positivity in Marketing: Winning Hearts, Not Just Sales

By Steve Cwik, senior writer and brand storyteller for RAPP Positive marketing strategies can foster greater consumer trust and loyalty than fear-based tactics. Iconic campaigns like Apple’s “Think Different” and Nike’s “Just Do It” demonstrate the power of uplifting messages. Consumers increasingly favor brands that inspire and empower rather than scare in today’s market. Shifting to positive messaging can transform…

The Art of Precision: Generative AI’s Transformative Role in Targeting Strategies

The future of advertising technology, driven by Generative AI, is ripe with potential. Embracing it will allow brands to explore new avenues of creativity, connectivity and engagement, setting the stage for a revolution in marketing that will shape the marketing landscape for years to come.

TikTok Advertising – Top 5 Ways to use Custom Audiences for TikTok

TikTok Advertising has quickly become the “new” Instagram or Snapchat and a highly effective way to reach young, affluent millennials and the early adopters who like to stay current on all the trends.

How Cutting-Edge Technologies Are Transforming the Financial Sector

It’s about time for the financial industry to undergo a significant technological transformation. Blockchain’s speed and transparency are upending the status quo, AI is personalizing financial services, and digital currencies are fundamentally changing the way we think about money.

Decoding the Jargon: Separating CTV from DOOH for Better Campaigns

Now is the time to eliminate the confusion and provide a clear blueprint for why venue-based streaming is an integral part of future media mixes. Everyone with a vested interest in the space should clearly communicate the benefits of this medium and insist that everyone in the industry should move forward with transparency and a clear communication of why this…

Power in the Community

In communities, brands have entire audiences ready and waiting to become customers – or, even better, lifelong fans. But they must first find these communities, and spend time understanding their audiences so they can build 3C frameworks to tap into the power of like minded groups collected in one place.

ReachTV and The Weather Company Roll Out Localized Weather Forecasts at U.S. Airports, Elevating Travel Experience

ReachTV, the nation’s largest streaming television network for travelers, boasting over 50 million monthly viewers, has teamed up with The Weather Company, globally recognized as the most accurate weather forecaster, in a new venture set to revolutionize how travelers stay informed about weather conditions at airports across the United States.

Festival Fever – Learnings for Brands From the 2024 Season and Recommendations for 2025

While we may have experienced a summer of sport – festival season also made its mark. And with a jam packed schedule of both large scale and niche festivals, from Glastonbury and Coachella to Ultra and Bludfest – there really is a festival for everyone.

Q&A With Terry Hornsby, Founder and Executive Vice-President, Mantis

There is no doubt that the ever-spreading use of AI, especially generative AI, could cause brand safety issues. Already we’re seeing incredibly life-like deep fakes videos, images, and audio perforating online.

How Revenue Sharing Can Skyrocket Retention and Ad Monetization

While there’s different ways to implement real-money rewards into games, apps or directly with adtech products, the core concept is always the same: implement a revenue share into anything that generates revenue.

More Than a Game: Why More Olympic-Style Moments and Movements Are Mission Critical for Global Brands

If we learned one thing from this year’s Paris Olympic and Paralympic Games, it’s that we need more moments like it.

The Monster Cereals Icons Have Pets: This Is Why Count Chocula’s Isn’t a Bat

Every day is Halloween when you’re a fan of the General Mills Monster Cereals and their respective mascots. Around May 2024, exciting news began to circulate online in this niche breakfast cereal community.

Mikey’s Back — And The Spokeskid Still Likes Life Cereal

Remember Life Cereal’s Mikey? The spokeskid’s back at the breakfast table in a new commercial that introduces the ad icon, and the Quaker-owned cereal brand, to the next generation.

Enterprises vs. SMBs: Important Distinctions in the B2B Buyer’s Journey

Ultimately, having access to high-quality buyer data will make or break success in today’s B2B marketing landscape. Data-driven segmentation is key. If your organization is marketing to enterprises in the same way that it markets to SMBs, there’s a good chance you’re missing the mark on both sides.

What Does the Privacy-Conscious Future Look Like for CTV?

A Q&A with Stafaniya Radzinovik, Director, Supply Partnerships (EMEA), Verve Group

Combating Content Clutter: Navigating Information Overload for Engaging Experiences

Marketers continue to face the daunting challenge of content overload in today’s generative-AI fueled digital environment. To address this, it is crucial for organizations to establish a single source of truth, ensuring data accuracy and consistency across all marketing channels.

GPO Vallas Rolls into the U.S. with SOMO, NYC’s Largest Car Top Ad Network, led by Jamie Lowe

GPO Vallas and Ara Labs plan rapid domestic and international expansion to over 20,000 car top displays

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