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BRANDS + MARKETERS
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As AI accelerates and marketing budgets tighten, creativity is thriving in chaos, but only when guided by clarity. The boldest ideas are coming from brands that turn evidence into conviction and use data to bring creative freedom.
Marketers cannot overlook top- and mid-funnel tactics if they want to make a real impact in peak shopping season.
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Leveraging MMM can help marketers understand “hybrid” shopper journeys and the synergies between retail media and other channels, which has the potential to drive efficiency and unlock incremental ROI.
But what were the major discussions? Which topics will likely shape the industry in 2024? Here are my four key takeaways from the most important topics discussed at the event.
In the evolving marketing landscape, OOH is a channel that is often overlooked and misunderstood. It is an iconic means to build brand awareness, but marketers should not be scared of adding OOH to their performance marketing strategies as well.
Consumers would prefer to browse social feeds, swipe through reels, or watch videos without interruption. Downtime is precious, and watching ads isn’t as entertaining as those other activities!
It’s not the first time the ad industry has been under pressure though and disruption is often necessary to drive evolution. It remains to be seen what the next few years for ad-based freemium hold but one thing’s for certain, it won’t look the same as it does today.
When it comes to paid media, creative has to be built to live on everything, everywhere, all at once.
The recent narrative of social media platforms has been dense, fast-moving, unpredictable, and often hyperbolic, perhaps leaving marketers feeling like they need a fortune teller, seer, or psychic to make good, future-proofed decisions around them.
We caught up with Ryan Stewart, Head of Publisher Acquisition at MGID, to find out about his role, and his approach to facing these challenges head on.
As audiences have grown more fragmented across channels, brands are looking for more efficient and effective ways to connect and engage with them.
According to the 2023 Higher Impact report from Amazon Ads, 81% of consumers are more likely to purchase from brands whose views align with their own.
As Google itself celebrates their quarter-century birthday, top executives from around the industry weigh in on Google’s milestone, their influence, and the future.
Meaningful attention offers the possibility of finally getting inside the head of the shopper. We can’t afford to ignore it.
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