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
Scholars say the unblinking eyes of the Gatsby billboard observed the morality of the Roaring Twenties, perhaps a vigil of the Almighty. The omnipresent billboard also symbolized something more earthly: our deep cultural connection with out of home advertising.
Ever been able to recite a YouTube pre-roll ad or found yourself annoyed at a poorly timed pop-up? Then you know how powerful a presence advertising is across our digital experience.
Last year’s Super Bowl was the least-watched in a decade. In fact, Super Bowl audiences have been shrinking every season since 2015. And this year, the shadow of COVID-19 looms large. Social distancing necessitates a low-key stadium audience and means there will be far fewer viewing parties watching the game.
Getting customers for your brand’s products or services can be tough and staying in your target audience’s mind can be an even bigger challenge. However, the rewards are greater as well. Brands want to be the first business they think of when they’re looking for a product or service.
The word “unprecedented” has been used a lot to describe 2020. Only a few weeks into 2021 and it’s seeping into the new year as well. Yet, we’ve learned over the last several months that as people we are resilient and determined to find hope and optimism through it all.
Brand awareness has been at the forefront of priorities for digital marketing managers the last couple of years and has become even more important amidst obvious market changes. So what exactly does it take to achieve this?
Shifts in the environment have naturally created shifts in our psychology and behaviour, and it’s made the common phrase “‘you want what you can’t have” seem ever more poignant.
E-commerce took on even greater importance in 2020, so why are advertisers still focused on Facebook and Google?
Brand advertisers are understandably anxious about brand safety but there’s actually some good news on that front.
Misinformation and disinformation ran rampant in a year marked by a global pandemic, a U.S. election, racial unrest, climate disasters and an economic downturn.
I’d like to take you back to about ten years ago—when advertising was still “easy,” and you asked your agency to create a TVC. Both production and media budgets were solid.
These are challenging times for producers in the FMCG arena. Although Covid has had a detrimental effect on some industries, it has also been very positive for others.
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