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
You’re not going to change the world so just entertain people. Because if you get your celebrity endorsement wrong, then boy you have wasted a lot of money.
Wherever they go, women are an asset to the companies they help build. They naturally bring a fresh, innovative perspective, and have a deeper and more empathetic understanding of diverse audiences.
The AI tools of ad platforms won’t become worthless; they give marketers an understanding of what the individual ad channel can see—but they certainly don’t give the full picture.
The output of everything that we do, as companies and as brands, depends exactly on the design of the experience itself, especially when it is predominantly digital.
Determining the right event and timing involves understanding your audience’s position in the buying cycle.
A recent survey of UK CMOs found that 84% said they believed using neuroscience research was valuable for planning campaigns. Drilling down into the details, however, there’s a clear gap between the potential use of this technique and how it’s currently being used.
Consumers don’t just respond to marketing materials in fully conscious ways. The design and use of your content can also have a psychological impact that helps to influence behavior.
The tsunami of rebrands includes refreshes, reboots, and resets as well as complete overhauls. And it’s not just a trend; it’s a tidal wave.
2023 was the year of Artificial Intelligence (AI). From redefining consumer engagement to enhancing campaign precision, AI’s impact on Out-of-Home (OOH) cannot be overstated.
Technologies, like QR Codes, have become powerful tools for brands to help bridge the gap between the physical and digital worlds, creating new opportunities to engage with their audiences.
The importance of social media engagement is all about building genuine relationships with your audience, understanding their needs, and delivering value that resonates on a personal level.
For now at least, quality, utility and value are the foundations of B2B brands that business buyers trust to support the pillars of their organisation. But they must be articulated, easily understood, and allow consumers to differentiate them from competitors.
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