In this interview, Ivan Doruda, CEO of MGID, explains why the industry’s protective systems have backfired, how this has weakened the media ecosystem, and what advertisers can do to reverse the trend.
BRANDS + MARKETERS
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As commerce and retail initiatives take centre stage, PrOOH is uniquely placed to drive measurable outcomes – whether that’s influencing purchase intent, reinforcing key messages close to point of sale, or boosting ROI when paired with other channels.
Reach may open the door, but resonance is what closes the deal. In today’s creator economy, performance is the premium, and it’s time our contracts caught up.
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AW SHORTS – BRANDS + MARKETERS
Despite the 15 years I spent agency-side, it was the three years client-side that taught me what it really means to “do marketing.” Here are nine lessons I wish agencies prioritised to become truly client-centric.
All too often, brands and their agencies rely on established channels without going the extra yard to see where else they can engage their audiences. By inserting their messaging into more intimate corridors of people’s everyday experiential lives, brands have the ability to connect to their audiences more seamlessly and meaningfully.
2025 is the year that we stoke the fires to keep the home fires burning, clamber out of our silos and get down to the business of delivering the most impactful, most creative and most effective comms for our clients.
According to a poll by the Kaiser Family Foundation, about 12% of US adults have taken a glucagon-like peptide 1 (GLP-1) medication as of May 2024—and those numbers are only expected to grow.
Forecasted weather data empowers businesses to anticipate rather than react. By understanding how customers respond to expected weather, companies can optimize inventory decisions, align campaigns with consumer expectations, and prepare logistics for potential disruptions.
People hate being screamed at by a sea of beige messages that aren’t interesting enough to merit a response. We’re sick of tricks. Sick of AI generated falsities, sick of AR, VR and whatever Meta black hole Zuck’s cooking up next.
There’s been a lot of chatter in the marketing world recently about the positive correlation between brands that take the time to truly understand their customers’ needs, desires and aspirations and business success.
The future of advertising lies in meaningful engagement, and branded content is the key to unlocking it.
While there are clear challenges ahead for publishers, a recent study from The Rebooting found that 80% of publishers expressed some form of confidence in their business.
How brands respond to the latest changes taking place on Meta’s platforms remains to be seen. But advertisers do have options, and this is a moment for them to rethink their approach to blocklists and banned words and take a fresh approach to their online advertising budgets and the role of news sites in their advertising mix.
Chrome has long been a linchpin in campaign creation, audience targeting, and performance analysis, offering seamless integration with Google’s vast ecosystem. Its sale could fragment this unified environment, forcing those in the advertising industry to rethink how they approach everything from data collection to media buying.
As we look to the future, the path forward is clear: focus on the customer, adapt with purpose, and create value that resonates in a rapidly changing world.
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