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
A Q&A With Amanda Williams, Senior Director, Client Experience & Integrated Strategy, Parallel Path, Boulder, CO
Heading into 2025, as more advertising dollars are poured into the industry than ever, we’re seeing marketers move away from brand storytelling and toward a scaled, transactional approach.
By Charlie Fletcher, Freelance Writer There isn’t a successful company out there that will tell…
By measuring genuine engagement with key moments rather than surface-level metrics, brands can build advertising strategies that deliver real value across platform boundaries.
In this industry where technological advancements are booming and we’re constantly being introduced to new touchpoints, it can be hard to focus on the simple truths of building great ads.
In 2025, the ability to navigate uncertainty with confidence will separate the leaders from the laggards.
These unreachable destinations ignite imagination. With the right stories and tech, they can become symbols of aspiration. The challenge is balancing adventure with responsibility, encouraging sustainable travel while protecting these extraordinary places.
If charities are to continue to garner the donations needed to further the causes they champion, a new approach to brand suitability is vital.
Performance marketers, relying on this shaky foundation, often over-credit mobile and desktop environments because their identity resolution seems “perfect,” while under-crediting CTV or larger screens, where device matching is weaker.
Asking these five questions and taking relevant actions will go a long way to ensuring you deliver effective marketing that drives business growth over the long term.
By building a memorable brand, B2B businesses can wean themselves off a relentless focus on ROI, and instead build successful relationships with customers and prospects in new, exciting and efficient ways, building long-term value.
Let a fluent device unlock entertainment and creative effectiveness for your brand by pairing a lovable character with engaging narratives, humor, and cultural references. Once your star is born, you won’t look back.
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