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
By leveraging thoughtful creative strategies and dynamic tools, we can reconcile advertisers’ needs for frequency and viewers’ needs for diversity to deliver an experience that’s considerably more ideal for both.
At MGID, Michael oversees the company’s strategy to cement its status as a pioneer in native advertising. We had a chance to sit down with Michael and discuss brand safety, contextual advertising, and more.
Ultimately, to build a great brand, you need to know what you believe in and be willing to stand for it. That takes courage, but there will always be space for brands with a unique point of view.
Don’t seek efficiency in the typical places by lowering the quality of your marketing. Boost it by going local. Your stores, franchisees, and shoppers will thank you.
It’s imperative as an industry that we provide brands with a guarantee for brand safety. Supplying the right tools and intelligent technology solutions can enable the industry to grow in a way that is also safe for advertisers.
Retailers are experiencing a realisation post-pandemic. While stores were closed, those with loyalty programmes were able to keep in touch with customers.
As we brace for a recession, we as an industry must carefully consider our current models of measurement and targeting.
Hindsight is indeed a wonderful thing, so marketers must use it to look to the past to survive the future.
The automotive advertising world is being impacted and challenged, but it also can embrace new innovative routes to create market differentiation.
While entrepreneurship is exciting, it requires some industry research, substantive data and creativity to help you stand out from the crowd.
Whilst we are seeing a significant shift in travel, tourism and long-term moves, creating a clear and defined destination brand can hold significant power for a location.
Companies, employees, and the general public are still negotiating continuous challenges in the world of work, finances, and leisure, be it by navigating different prices, staff shortages, absences, or a change in services available.
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