Is your video ad partner providing comprehensive campaign logs? Trade Desk and Google don’t do this, which amazes me. Why don’t buyers demand full transparency in real-time?
_Editorial
In an increasingly crowded streaming landscape, FAST offers advertisers a rare combination of scale, affordability, and precision.
Search offers a far less tactical, far more meaningful way to connect with consumers than it once did when the world seemed simple and Google’s algorithm was the main factor to navigate.
For the first time, advertisers and agencies can directly compare campaign performance on ReachTV to other publishers across screens, via Nielsen ONE Ads.
Content isn’t a soft asset anymore. It’s the most capital-efficient way to build relationships, drive acquisition, and reduce long-term marketing costs—if it’s built the right way.
As the industry continues to navigate challenges like privacy regulations, identity shifts, and brand safety concerns, curation offers a path to greater ROI. Done right, it transforms ad buying from a fragmented process into a seamless, results-oriented strategy, ensuring that every dollar spent delivers maximum impact.
Branding has the power to bring communities together, fostering a shared vision for the future. For this to be meaningful in Indigenous communities, designers must lead with empathy, cultural humility, and a commitment to listening to the voices of Tribal Nations.
The future belongs to those who harness AI to work smarter, serve customers better, and drive real business transformation. We are leading this revolution, helping businesses turn AI potential into AI power, today.
In this new era, success in digital advertising will belong to those who understand the difference between interest and intent, and leverage AI-driven insights to build more meaningful, privacy-first connections with their audience.
We must stop treating historical measurement as the endgame. True marketing effectiveness comes from the ability to simulate future outcomes, forecast returns, and guide strategy dynamically.
From re-emerging fashion trends to analog experiences, Gen Z is on the hunt for intentional simplicity. Brands have an opportunity to show up with IRL experiences to meet their demand.
Lean in and partner well to add value to this incredible landscape. Because esports marks the new evolution of marketing for gaming. One your brand needs to be part of.
Only time will tell how prevalent and enduring these architectural and experiential shifts may be, but for now ‘quiet luxury’ — at least in some parts of the premium category — seems to be making quite the statement.
How familiar are you with StarKist’s iconic “Sorry Charlie” catchphrase? Or the hippest tuna mascot under the sea, Charlie the Tuna?
Discover how brands are redefining innovation by blending culture and technology to drive meaningful engagement.
Senior Reporter at The Media Leader, Jack Benjamin, led Spotify’s panel on AI and strategy. Benjamin began by asking the Head of Programmatic Supply EMEA at Google, Andreas Lux-Wellenhof, about the key trends in automation that are shaping the media landscape.
Ice Heggedal, marketing acquisition team lead at Usercentrics, began her presentation with the story of how she went from just being a performance marketeer, to becoming a privacy-led marketeer.
In this session, Tesco Media—joined by Nestlé and Open Mind—explores how brands, agencies, and retail media networks can integrate strategies and win in an era of fragmented consumer journeys.
Wednesday’s panel began with Google’s Managing Director of Technology, Media, and Telecommunications, Vanessa Kingori discussing the AI innovations driving the advancement in Google Search.
David Billings, the VP of digital at Empathy Lab teamed up with the Sameer Amin, the VP of Data Driven Marketing & Media at Reckitt to present the transformation of AI in paid media.
Advertising Week Europe welcomed Vevo in a conversation regarding the relationship between content quality and engagement with advertisers.
With their first billion-dollar quarter, Pinterest has reached a new era. Their success is based on the performance product they launched over the last few years, which drives their users from inspiration to actually making a purchase.
Fans of the frozen food company Birds Eye may recall there was a time when the brand had another mascot that wasn’t the pioneering Captain Birds Eye. The mascot’s name was Clarence, and he was a polar bear that lived inside your freezer.
The future of music in the age of AI remains uncertain, but one thing is clear: the human element will always be essential.
In the age of AI and fragmented media, the challenge is not to replicate the “tipping point” of the past, but to forge new paths to influence, crafting compelling stories, building genuine relationships, and embracing the power of human creativity.
The reintegration of audience and context marks the beginning of a new era—one where advertisers, publishers, and consumers alike can benefit from campaigns that don’t just target but truly connect.
Fortifying talent and client relationships, specialized CRM tools place the thought of “I’d like to stay in touch,’ into decisive action – allowing contact information to be updated at the speed of a new hire.
When it comes to GenAI, companies need to be clear about their return on intent and return on investment.
In entertainment, however, everything is cyclical. The episodic drop is making a comeback and, at the risk of sounding too Millennial, I’ve given it a new name: FOMO TV.
Transforming digital advertising starts with those who can break free from this conventional thinking and lead the way.
Developing a unique and notable expertise, being ready to share it, and cultivating a community of followers are key steps to becoming a sought-after thought leader.
Before you can sell anything, you must establish trust, and credibility. That’s exactly what Aversano sought to do for The Cigna Group.
Consumers crave to connect face-to-face, not just within online communities. Sephora, Lululemon, Selleb and Tecovas are standout examples of brands tapping into this human impulse.
More than a strategy, AI search is a powerful tool that opens up new upper-funnel opportunities for brands.
The industry is at a critical juncture where privacy-first solutions, better measurement, and programmatic advancements must move from theory to widespread implementation.
The products we use, support, and integrate into our lives will shape the AI landscape. Staying engaged, experimenting, and actively implementing AI isn’t just an opportunity—it’s the only way to ensure we’re not left behind.
As the poet John Donne says, ‘no man is an island unto himself’, so put the phone away and jump in, the water is warm and teeming with sardines.
Knowing that product discovery is only the first of many on- and offline touchpoints before purchase gives marketers the opportunity to meet consumers where they are, provide the right information at the right time, and ultimately drive higher conversions.
As human beings get older, their tastes tend to evolve and mature. Such cannot be said for brand mascots, especially those in the breakfast space.
What’s they key to a successful influencer campaign? Keep things simple, stay flexible and always have a backup plan. Nail those, and your brand could be next in line for a viral moment.
As the industry navigates CTV’s rapid growth, it is crucial to establish standardized taxonomies for content signals to reduce fragmentation, facilitate scalable targeting, and enable actionable reporting.
The media industry is constantly evolving, with new technologies, platforms, and regulations reshaping how advertisers and publishers operate. As these changes unfold, the importance of well-executed research grounded in industry expertise will only grow.
As algorithms and automation sometimes leave advertisers with questions, forward-thinking agencies are welcoming the winds of change into their sails.
By prioritizing partners who meet these essential criteria, advertisers can protect their brands effectively and maintain trust in a complex digital landscape.
A privacy-centric world isn’t coming—it’s already here. And in this new, more complex reality, brands can’t rely on yesterday’s playbook.
It’s time to stop chasing fleeting attention and start building communities that thrive. The rewards? Loyalty, advocacy, and the kind of trust that turns customers into lifelong allies.
If you’re a small business owner yourself, the message is simple: Stay adaptable, keep innovating, and never stop connecting with your customers.
The Trade Desk’s acquisition of Sincera is a bold move, but it’s also a sign of the times.
Creating memorable campaigns requires strategic planning that begins with collaborative ideation and culminates in tangible brand experiences.
Instead of navigating to specific apps, websites and search results, people will simply pull up videos, articles or even audio when they want it.
Formula 1 has long been synonymous with prestige, precision and high-net worth audiences. But in an era where luxury is being redefined, how does the sport continue to attract a premium fanbase?
The challenges facing brands and retailers also represent great opportunities to level-up their game with strategies that will make 2025 their best year yet.
Brand mascot. Tastemaker. Style icon. And now, movie star! PLANTERS very own Mr. Peanut is making his film debut in Netflix’s original new film “The Electric State” on Friday March 14.
Mini dramas produced in collaboration with actor and Minivela co-founder Carlos Ponce, viral influencer Haydita Veloz, and West Coast production partner Chicano Hollywood
The tools of the past served a purpose, but advertising is quickly growing out of them. New channels deserve new tools and mature channels need updated approaches.
Agencies that address legacy system bottlenecks, embrace collaborative strategies, and leverage cutting-edge technologies will thrive in the future of marketing. It’s time to build a resilient, agile, and data-powered agency.
Orbi made its debut on the Sphere’s LED screen in 2023 and has since been a daily fixture on its exterior making funny faces to capture each day’s feelings and emotions.
After spending years trying to recover, a new chapter has arrived for destinations and organizations of all sizes — one of growth.
Marketers who embrace this shift by reframing purchases as smart investments, offering small luxuries that still feel attainable, and aligning with deeper consumer values will win.
From closing the pay gap, to increasing female leadership and tacking performative allyship, here’s what industry voices believe must shift – and how we can make it happen.
Brands that fail to see that aren’t just outdated – they’re actively choosing to lose. The money, the influence, the future of spending power is right in front of us.
In an increasingly unpredictable world, the amount of questionable and dangerous content within the walled gardens will only increase.
What could, and should, brands and agencies be doing to go beyond symbolic gestures and truly invest in advancing women’s empowerment? We spoke with three senior leaders across adland to get their thoughts.
Gen AI has brought great benefits to MMA, but unless brands, publishers, agencies and vendors take action to use it more sustainably, AI usage could turn the climate emergency into catastrophe.
Better technology and new ways of approaching travel by industry leaders are driving changes that will lead to even greater spending by older adults.
Recognizable songs can be powerful, but the key lies in cultural and emotional relevance, not just name recognition.
Relevance is the new methodology, and more effective advertising is the outcome. The partnership of the two is a revolution for premium media owners.
From our own experience and through exploration with our agency and brand partners, here’s our recommended approach to navigate these murky waters.
Advertising Week Q&A – Ben Cicchetti, SVP Marketing & Communications, InfoSum
Those who act swiftly to integrate this technology will find themselves well-positioned to capitalise on the benefits and put in place a strong foundation for sustainable growth.
Chaos holds the spark that transforms ordinary thinking into groundshaking “aha” moments. But, as we race deeper into an era defined by Generative AI, relentless automation, and frictionless efficiency, it’s all too tempting to think we should eliminate every rough edge.
For the companies who are truly invested in the future, this is a defining moment. In a world where staying neutral is the new normal, conviction has become the ultimate currency.
To compete in the EV race and maintain global relevance, each company will need employees to believe in the direction and potential of their business. Culture and clarity are essential to uniting and galvanizing a workforce, but for companies of this size, they won’t just materialize.
By identifying the core memories that their customers want to ignite, and by bringing them into the modern age with a fresh and relevant take, brands can evoke the positive emotions that come flooding back when reminiscing about simpler and fondly remembered times from our childhood.
PopIcon had been closely following the story of the iconic bird’s demise which turned out to be, as we suspected, just a marketing stunt.
With UK box office revenue totalling £979 million in 2024 and strong prospects for 2025 across both cinema and VOD streaming, the industry presents a wealth of opportunities for brands.
Embrace imperfection, craft better stories, and watch audiences book the ride. Travelers aren’t looking for perfect vacations. They’re looking for unforgettable ones.
Modern-day SSPs are significantly enhancing the performance of DSPs, elevating their effectiveness in the advertising ecosystem. The collaboration between SSPs and DSPs is proving to be a game changer in maximizing the impact of digital marketing strategies.
Precision in advertising lays the foundation for lasting business success by enhancing customer engagement and sharpening financial planning.
Bedtime just isn’t the same without the Serta Counting Sheep. America’s favorite flock of sheep celebrates their milestone 25th birthday in 2025.
The question isn’t whether brands should invest in gaming, it’s whether they can afford not to.
It’s time we all stepped up to create more pathways and authentic advertising. How will your brand drop the needle on diversity in 2025?
Energy CMOs who embrace AI today will redefine customer relationships, optimize marketing efficiency, and build trust in an increasingly complex landscape. The ones who lead this shift won’t just see better marketing results — they’ll help shape the future of the energy industry itself.
Customer success is your most valuable player. But it’s not just about playing the game; it’s about being prepared to change it, lead it, and redefine what success means repeatedly.
The passage of true love is anything but simple, but all brands should be chasing it.
The intersection of advertising and market research offers a roadmap for both industries to combat fraud and improve data quality.
The genie of AI isn’t going back into its bottle any time soon, and is already providing huge value across analysis, optimization, and even prediction.
One of the most powerful ways to build trust is to design with empathy. AI systems should be designed to reflect empathy and understanding of consumer needs.
There are so many opportunities for brands to support Gen Z in their dating lives and focus on fostering real connections. Gen Z will love them for it. And dating apps? They could take a cue from REI’s #OptOutside and help users to #DateOutside.
Despite the 15 years I spent agency-side, it was the three years client-side that taught me what it really means to “do marketing.” Here are nine lessons I wish agencies prioritised to become truly client-centric.
All too often, brands and their agencies rely on established channels without going the extra yard to see where else they can engage their audiences. By inserting their messaging into more intimate corridors of people’s everyday experiential lives, brands have the ability to connect to their audiences more seamlessly and meaningfully.
When it comes to identity resolution, remember: owning your data means owning your customer relationships—and your future.
In order to compete in an increasingly competitive landscape, brands must craft media campaigns with timely, targeted and tailored ad messages that align with the topics, communities, and emotions that truly matter, building relationships that last longer than a Valentine’s Day crush.
2025 is the year that we stoke the fires to keep the home fires burning, clamber out of our silos and get down to the business of delivering the most impactful, most creative and most effective comms for our clients.
Much has been written about the benefits of supply-side curation, but overviews of how to curate inventory – and how this represents a step change from historical approaches – have been generalized at best.
According to a poll by the Kaiser Family Foundation, about 12% of US adults have taken a glucagon-like peptide 1 (GLP-1) medication as of May 2024—and those numbers are only expected to grow.
Forecasted weather data empowers businesses to anticipate rather than react. By understanding how customers respond to expected weather, companies can optimize inventory decisions, align campaigns with consumer expectations, and prepare logistics for potential disruptions.
People hate being screamed at by a sea of beige messages that aren’t interesting enough to merit a response. We’re sick of tricks. Sick of AI generated falsities, sick of AR, VR and whatever Meta black hole Zuck’s cooking up next.
There’s been a lot of chatter in the marketing world recently about the positive correlation between brands that take the time to truly understand their customers’ needs, desires and aspirations and business success.
The technology exists today to answer all these questions and transform your media buying. Blockchain verification, precise targeting, and outcome-based buying aren’t futuristic concepts – they’re driving real results for brands right now.
Streaming is reshuffling sports rights, influencing viewing habits and changing brand strategies. Programmatic advertising will play a fundamental role for brands that want to tackle fragmentation in sports media and ensure their strategies are on target.
While Super Bowl ads have long been criticized for lacking diversity, this year we saw a shift – a powerful glimpse into what advertising looks like when inclusivity is truly embraced.
The future of advertising lies in meaningful engagement, and branded content is the key to unlocking it.
The question isn’t whether you can afford to invest in customer centricity—it’s whether you can afford not to.
Perhaps we were too hasty to make declarations that 2025 is the year of the brand mascot. Or were we?
Combining old-school approaches to data collection with cutting-edge statistical modelling gives the best of both worlds between detail and scale while creating a data market where people are active participants rather than unwitting — and, often, unwilling — data mules.
While there are clear challenges ahead for publishers, a recent study from The Rebooting found that 80% of publishers expressed some form of confidence in their business.
Who better to announce the return of McDonald’s menu fan favorite Shamrock Shake than two beloved McDonaldland icons? On February 4, Uncle O’Grimacey, Grimace’s Irish uncle, reunited for the first time in decades with his nephew.
For advertisers, the message is clear: If you’re looking for a partner who embodies authenticity, cultural influence, and brand loyalty, Erica Wheeler is the athlete to watch.
If you have any doubts that brand mascots are fading into obscurity, the commercials for Super Bowl LIX prove advertising’s hardest working characters are so back.
2025 will be the year of in-store retail media, but this opportunity won’t just fall into retailers’ laps. Now is the time to be laying the foundation for retail media’s next biggest opportunity.
How brands respond to the latest changes taking place on Meta’s platforms remains to be seen. But advertisers do have options, and this is a moment for them to rethink their approach to blocklists and banned words and take a fresh approach to their online advertising budgets and the role of news sites in their advertising mix.
Chrome has long been a linchpin in campaign creation, audience targeting, and performance analysis, offering seamless integration with Google’s vast ecosystem. Its sale could fragment this unified environment, forcing those in the advertising industry to rethink how they approach everything from data collection to media buying.
The application of contextual tech to evaluate the meaning of content across the open web is broadening. It remains, of course, a platform for watertight brand safety and targeting precision.
The future of advertising lies in embracing technology without losing the human element, finding creativity within constraints, and combining precision and empathy.
The path to successful implementation requires thoughtful planning and consistent optimisation, but the rewards are clear: organisations that embrace curation’s strategic potential will be better positioned to deliver privacy-compliant, highly targeted campaigns that drive measurable business results.
As we look to the future, the path forward is clear: focus on the customer, adapt with purpose, and create value that resonates in a rapidly changing world.
With any in-house advertising planning models, the platform approach to integrating and utilising data is critical. Key to success will be finding a platform with the coverage required to ensure accurate campaign planning and the cost points needed for the business case to stack up.
By addressing the people side of change, organizations can increase the likelihood of successful implementation and achieve their data management goals.
As 2024 draws to a close, it’s always instructive to pause and think about what the next year might hold. Here’s my take on what we can expect to see in 2025.
There is no time to waste to manage the potential risk of the “RFK factor”. The time to prepare for this C-Suite level risk is now.
The lessons of 2024 highlight the importance of agility, innovation, and a consumer-first approach. For those who can adapt, the rewards will be significant. For those who can’t, the streaming wars will leave little room for complacency.
When creative and media teams have a collaborative relationship built on testing innovations and measuring lifts in performance, they can create a positive flywheel that powers higher performance now and in the future.
Retail media is a fast-moving environment that requires advertisers to adapt as the market evolves if they are to achieve hoped-for outcomes.
While media networks – whether RMNs or in an adjacent sector – are part of the puzzle for brands to figure out, they need to develop a more holistic approach to how they drive conversions across all channels.
While some not so great applications of GenAI have emerged over the last twelve months, we shouldn’t let those detract from fundamentally changing how we aspire to reach audiences in the future.
By analyzing data-driven insights, marketers can quickly determine which content is making the biggest splash — and go on to create more of it for stronger acquisitions.
As always, we’re bullish about the future of advertising. Improvements in technology will bring greater efficiencies, and developments in content delivery will continue to offer both advertisers and consumers more choice.
When Instacart announced in November 2024 they’d be dropping their first Super Bowl ad in 2025, nobody anticipated the teaser would feature an all-star lineup of mascots.
In an era where content consumption is rapidly evolving, Group Black is making a bold move. The media company, dedicated to amplifying brands engaging with the New Majority, has announced a groundbreaking multi-film partnership with GenTV, setting the stage for a new era of entertainment distribution.
Looking back at these forgotten cereals, it’s clear that the 1970s were a playground for experimental flavors, wacky mascots, and marketing gimmicks that truly went for it.
No one in the ad industry wants to see this happen and the collective movement towards carbon reduction will continue with or without government support.
True accountability goes beyond clicks and site traffic. It means aligning with business outcomes that drive long-term growth and brand equity.
The successes of today’s biggest brands illustrate how next-gen stats can inform smarter, more effective advertising strategies. The lesson is clear: brands that embrace these insights gain a competitive edge in today’s crowded media landscape.
Maximizing the quality of first-party signals through regular tagging audits is a way to enhance the effectiveness of performance campaigns, especially as we move away from third-party cookies. Embracing this practice and performing quarterly audits will help brands to stay ahead and truly connect with their audience.
Positioning yourself as a brand requires a balanced mix of purpose and pragmatism; of audience insight; and of professionalism, and authenticity.
Advertisers face an uncertain cookieless future in 2025, but they are galvanized more than ever to identify a better path forward.
Three of my favorite brand mascots — the Pillsbury Doughboy, Kool-Aid Man, and the McNugget Buddies from McDonald’s — all have something in common with one another. Objectively speaking, they’re all weirdos.
By grounding our creative processes in data while nurturing human insight, we create campaigns that are not only effective but also unforgettable.
Now is definitely the time to tap into AI technology to optimize marketing performance. And it makes sense to look beyond the leading platforms to find the AI-powered solutions that most effectively enable growing your business.
The path to successful multicultural marketing starts with a shift in mindset. It’s no longer enough to focus solely on representation or linguistic adaptation—audiences expect deeper engagement and personalization.
Mobile gaming’s potential for brand engagement will only increase as it evolves, reinforcing its status as an essential tool for forward-thinking marketers.
Ultimately, the real magic of marketing is found in the relationships we build and the narratives we craft, and there’s nothing more human than that.
Parenting isn’t done in isolation – as a parent, you rely on family, schools, and communities to help raise your children. AI is similar: businesses should rely on partnerships: consultancies, open-source communities, and collaborations to build robust AI systems that deliver lasting competitive advantage and grow with a company’s evolving needs.
The recent uproar surrounding Jaguar’s brand refresh has been astonishing. What began as a teaser of a new brand identity quickly spiralled into a feeding frenzy of criticism.
Hyper-personalisation should exist to enhance the user experience, but brands need to be wary of how close they are to crossing the line.
Companies that embrace privacy-forward data collaboration will gain a competitive edge, while consumers will be more inclined to share data with brands they trust.
The future of customer loyalty is about creating meaningful, personalised connections that anticipate and fulfil customer needs in real-time.
Going forward into 2025, advertisers won’t care whether a piece of content appears on YouTube, Netflix, Hulu or Prime, as long as they can access and take advantage of a video’s data.
By embracing a purist approach to curation, agencies can optimize their media spending, foster trust with their partners, and ultimately drive better client outcomes.
These are just some of the dynamic ways that RCS will level-up text message marketing. Start strategizing how you can leverage the benefits of RCS in your marketing program.
Remember Cornelius, the Kellogg’s Corn Flakes mascot? Here in the United States, the character was created at Chicago ad agency Leo Burnett and made his debut on cereal boxes in 1957. “Corny,” as the character was nicknamed, was illustrated with a green body, red comb, yellow beak and a whole lot of personality.
As you plan for 2025 and beyond, ask yourself: could our marketing work harder? It’s time to try something different. After all, healthcare marketing doesn’t have to be mediocre; it’s only mediocre if we allow it to be.
2025 promises to be a pivotal year for the marketing industry. By addressing these challenges head-on and leveraging the tools at their disposal, marketers have a unique opportunity to shape the future of advertising in a way that drives real impact. The question is, will they rise to the occasion?
The open web is too important to lose. We can’t let it be killed off by walled gardens, but if we keep making it hard for publishers to make money then that’s exactly what will happen.
Youth sports are more than just competition. For kids, parents, and fans, they’re a cornerstone of life. For brands willing to join the journey, it’s a chance to create meaningful change while forging authentic connections that drive lifelong loyalty.
The next time you find yourself fixating on attention metrics, take a step back and ask yourself: “Is this ad worth seeing?” If the answer is no, then it’s time to rethink your strategy.
In 25 years’ worth of Interbrand’s Best Global Brands, a personality brand has never featured in the top 100 – until this year.
Forecasting the hottest gifts and trending recipes for the holiday season used to be straightforward: just check magazines or TV shows, where content was created months in advance.
Inevitably, 2025 will bring more developments in this space, but what can brands do to ensure their offerings place them ahead of competitors, and deliver ROI? And what emerging trends can we expect to see? Industry experts weigh in.
In this piece, Olaf van Gerwen gives us his picks on 10 UK Christmas ads that have stood out from the class of 2024.
New agency amplifies Horizon Media’s commitment to transformative, integrated marketing solutions that deliver impactful consumer engagement
By focusing on authentic human interactions at the core of their strategy, brands can foster meaningful connections and build loyal communities on TikTok. That’s how brands play the social media long game to win.
What do yetis, sunglasses, cinnamon rolls, and the song “Satisfaction” by Benny Benassi all have in common? Each has a starring role, or an extremely prominent cameo, in PopIcon’s ranking of 2024’s five best Christmas ads.
Netflix’s approach signals a shift in how brands should think about cultural engagement. It’s not about how loud you can shout or how much you can spend. It’s about understanding where genuine cultural conversations happen and becoming a natural part of them.
By Andy Rowe, Chief Marketing Sciences Officer at RAPP In the global marketing landscape, we…
If Jaguar wants to course-correct, it’ll need to do more than ride the wave of modern design. It’ll take serious work to listen to its customer base, rebuild trust, and reclaim the emotional resonance that made its brand roar in the first place.
The era of generic, one-size-fits-all content is over; to stay competitive, brands must leverage emotional storytelling powered by real-time data and AI.
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.
The holiday shopping season has become somewhat of an endurance test with some seasonal offers starting even before the hallowe’en decorations have been dusted down.
By Charlie Fletcher, Freelance Writer There isn’t a successful company out there that will tell…
What’s better than one edible mascot? Three edible mascots, according to Pop-Tarts — and we’re in agreement! The Pop-Tarts Bowl is back on December 28, 2024. This time, it’s triple the Crazy Goodness with three new Edible Mascots Game Day-bound.
Adam Roodman, GM of Yahoo DSP, shares his perspective on what the year ahead will look like for digital advertising.
Shopping, browsing, learning and playing online doesn’t have to feel like you’re being taken advantage of by cookies. Instead, every experience should feel like it knows you and understands how best to serve you.
In the attention economy, the brands that can not only capture but sustain consumer engagement will be the ones that succeed. Now is the time to lean into the open internet, harness the power of video, and rethink how we define and measure success in this evolving landscape.
With new tools and platforms, collecting and leveraging zero-party data has never been easier—or more impactful. It’s time to embrace this new era of marketing, where your customers tell you exactly what they want, and you deliver with precision and authenticity.
Ultimately, as LLMs advance, intelligence itself is becoming a commodity. For businesses seeking competitive advantage, the key differentiator will be about using GenUI to shape that commodity to solve the right problem in the right way.
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.
How we determine what’s truly important will shape the future of how we interact with information — and each other.
In 2025, the ability to navigate uncertainty with confidence will separate the leaders from the laggards.
Beyond personal development, staying informed about algorithm updates can elevate your value within your team. You’ll be better equipped to offer proactive advice and position yourself as a go-to resource when SEO challenges arise.
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.
Whether in the fast-paced world of casinos or in the wide landscapes of open-world video games, AI influences how players interact with the games and the systems that run them
If we are willing to accept that AI, even in its most advanced applications, remains bound to some knowledge, without intentionality or understanding of causality, it is mandatory to ask: what are the limits of AI’s epistemic capabilities?
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.
For now, Generative AI provides an easy solution to teams struggling with budgets and resources. It can do the legwork, be a fountain of ideas and knowledge, and offer scale to companies that could never afford to achieve it manually.
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.
Advertisers who embrace differentiated curation tools will gain a strategic advantage in the programmatic marketplace, while publishers will be able to unlock the full value of their inventory, drive incremental revenue, and strengthen their direct relationships with buyers.
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.
The next chapter of CTV isn’t about isolated ad placements – it’s about delivering a holistic, seamless experience that meets viewers wherever they are.
Sonic branding isn’t just about creating a sound that works in an ad; it’s about building a sound that becomes synonymous with your brand. The potential is enormous — when done right.
Retail Media is hotter than ever as we enter the Fall. Ahead of that, we had the opportunity to sit down with Claude Spasevski, SVP of Data and Retail Media at Equativ, to discuss some of the many things that are on marketer’s minds this holiday season.
In the end, the brands that embrace this reality, that push past the status quo, will be the ones that redefine pharma advertising for good. The stakes have never been higher. The potential for breakthrough work is enormous.
The future of football is in the NFL’s hands, and by taking bold steps, the league can continue to lead the way for decades to come.
Whereas cult brands are smaller by nature and often aligned to an existing niche, culture brands can be scaled, effectively defining and creating their own niche as they grow.
To creative teams and brands aiming for better performance: next time you’re working on a multi-channel campaign, challenge yourself to view each asset through the unique lens of its respective platform.
A Conversation with Travel & Tourism Marketing Expert Steve Defontes, Founder/President, Big Idea Advertising, New York/Miami
Could you impressively parallel park in front of Mayhem, the iconic Allstate spokesperson? Even the most confident parallel parking pro would feel some pressure getting it right.
How sponsorship is shaping the future of casinos and gaming brands. Learn about the innovation in VR, the metaverse, and global partnerships driving brand growth.
Fans are the lifeblood of any sports organization and league. That much is obvious. But understanding what makes WNBA fans tick is how you build a thriving enterprise.
By adapting your marketing strategy, staying flexible, and focusing on what truly resonates with customers, small businesses can turn this holiday season into a successful one—even in a challenging economy.
With memorable takeaways that blend utility and appeal, brands move from a fleeting impression to a lasting presence, staying top-of-mind long after the trade show is over.
In the always-evolving domain of digital media, where the potential for mismatches between ad content and the environment that surrounds it has exploded, ensuring ad compliance and brand safety have never been more vital.
This year’s celebration airing on NBC and streaming on Peacock is slated to be the largest celebration yet with 22 giant balloons, 33 floats, seven balloonicles and many more festivities.
Available now, airport travelers will have the chance to enjoy Lights Out Sports TV’s thrilling original content, including interviews, behind-the-scenes coverage, and fan-driven insights, all designed to enhance the travel experience for sports lovers on the fly.
Enacting customer-centric privacy controls builds trust, further improving brand reputation. These policies can attract more customers.
While the 9:16 format may present some novel creative challenges, the potential for brands to improve performance and drive meaningful results is significant.
By Kim Lawton, Founder and CEO of Enthuse Launching a product is just the beginning…
The advertising sector fuels the UK economy. When a pound is spent on advertising it adds six to UK GDP, according to Deloitte. By boosting the influx of diverse talent we’re not just future-proofing our sector, we’re safeguarding the financial health of the country.
Adults 50+ want to live life to the fullest, and having a pet is an important part of the 50+ lifestyle. Pet owners over 50 spend significant time and money to ensure their pets are happy and well cared for, so that their pets can live their best life, too.
It will be good for media companies that win and maintain their sports rights and embrace the positives of streaming.
As advertisers gear up for the start of a new season of the NBA, NHL, they should explore all of their options to find the right fit for their audiences and their products. The types of fans are expanding as are the ways to reach them. Mapping out a smart targeting strategy is the best way to maximize spend.
Bridging the gap between marketing and security is possible and necessary in today’s digital landscape.
Aldi UK’s much-anticipated 2024 Christmas campaign officially premiered on November 4th to the delight of Aldi shoppers everywhere.
Did you catch Progressive’s Dr. Rick on the hit YouTube series “Hot Ones?” The wildly popular talk show series known for its hot questions and even hotter wings recently featured its first-ever brand spokesperson as a guest in an October mini episode.
We believe that brands, platforms and agencies all play a part in shaping the future of social media—that brands can help steer social media towards a more positive, authentic future is the driving force behind our work.
The “Deepfakes, TikTok and Political Ads: Media Influence on the Upcoming Election” session, hosted by Advertising Week in partnership with Cint, dove into the powerful role media plays in shaping voter behavior ahead of critical elections.
As I wrap up my season 4 viewing and start to dream of season 5, my ask to Netflix is to give a little screen time to some of the unnamed number-crunching-data-loving associates at Agence Grateau. Data people are some of the best people.
Ultimately, brands beyond the travel sector can tap into the thriving market by aligning with key moments in the travel experience.
The robots are coming but whether they will be more like Rosie from the Jetsons or Arnold as the Terminator depends, in large part, on us humans coalescing and putting our considerable buying power and weight behind protecting and supporting our very human IP whether it be written articles, video, artistic content or brand assets.
By building unshakable pillars of stability, transparency, and humanity, we create a clear path to achieving a win-win-win for our industry and leaving behind a legacy we can all be proud of and excited about.
CTV isn’t going away. It’s ability to deliver high-quality campaigns with engaged audiences is unmatched. But it is in the data available on the platform where the real potential lies to differentiate itself from its Linear counterpart.
While some factors may shift from one quarter to the next, these trends are likely here to stay for the foreseeable future. The convergence of media, the evolving impact of privacy regulations, the complexities of signal deprecation, and the integration of AI are not just passing trends but defining features of this modern era in advertising.
For those looking to maximise opportunities during this retail Golden Quarter, it’s important to strategically enhance the business’s ability to engage in data collaboration. This will allow them to fully access customer insights available within privacy-focused clean rooms and across the full variety of channels and data environments. Securing long-term and effective outreach to high-value audiences in the run-up to Christmas and beyond.
In this interview, the Head of Retention at Medialab discusses the importance of customer retention, effective strategies, and the role of technology and data in driving long-term customer engagement.
Hear from James Rothwell, Managing Director, Brand Marketing for MileagePlus and Kinective Media on the mission to create the world’s first and largest traveler media network, standing up a business in 9 months, examples of successes so far, and now scaling through innovation and partnerships.
As content and commerce merge, we must act. Let’s create unforgettable experiences that captivate audiences and drive sales. Let’s dive into this thrilling new frontier. Here, innovation meets impact and every interaction sparks joy.
Instead of conceding that meaningful interactions in the marketplace are only the territory of smaller, niche brands, culture brands demonstrate that powerful brand stories can be leveraged at any size.
Using technology and creativity to design human-directed experiences that respond to intent in delightful ways. This is the roadmap for Intelligent Experiences in retail —and the realization of the hidden value of intent.
As we countdown to the 2026 World Cup, the evolving soccer culture in the U.S. presents thrilling opportunities for publishers and advertisers.
Savvy campaigns and brands understand that not every trend or social reference is for them. Effectively engaging with social culture isn’t about chasing the latest viral sensation; it’s about identifying conversations where your brand can contribute meaningfully and authentically.
If your event ends with the audience focussed on a big screen, ditch the generic PowerPoint. Invest in on-brand, purpose-driven content that’s visually striking and make sure your speakers and production is well-prepared.
As we look towards 2025, the industry’s ability to create engaging, performance-driven ad experiences will be critical.
Advertising Week sat down with Michael Hanbury-Williams, Managing Director UK at Greenbids to discuss his…
The more we shift our focus, the more we will also embrace new technologies and innovations that push towards these deeper goals and metrics. Let’s hope that this positive change in the US becomes the driving force for the next era in advertising.
People want brands with personality because they are craving the real and the human. In the increasingly technological age, our humanness is the antidote and people feel that. Let your humanness shine through, maximally.
Leading AdTech vendors have also branched out into gaming, offering everything advertisers are used to from other digital advertising channels, from fraud prevention, viewability, and enhanced targeting to attention, attribution, and brand lift studies.
Having now been through this self-reflection process, we look forward to putting to action where the report showed opportunities for growth.
Yellow and Green are in a new BBDO New York campaign crossing over into the Snickers universe. Across the pond, Red is partnering with smart home security manufacturer Ring UK and Ireland to activate Halloween mode in your Ring doorbell.
With election season approaching and a polarized market, along with a very crowded and expensive ad space, advertising in mobile gaming has never made more sense.
We are all hoping to see even more interesting data visualizations for the 2028 Los Angeles Olympics. Until then we will put data visualizations to great work uncovering opportunities to improve and grow our own organizations.
Gymshark announced that it’s partnering with Steel Warriors – a brand and charity that transforms the lives of young people affected by knife crime, violence, and social exclusion.
Pop culture offers brands more than relevance; it provides an opportunity to create lasting, emotional connections with audiences. At a PMC-hosted Advertising Week New York 2024 panel, leaders from Maybelline, Dick Clark Productions and Billboard shared how iconic collaborations, immersive experiences, and cultural moments are shaping the future of brand engagement.
Ad resonance is more than just another marketing metric; it’s a vital driver of crucial…
Leadership teams feel it’s critical to spend time strengthening and growing talent. This is the base from which their organizations can thrive.
On the evening of Monday, October 7th, 2024, the 20th edition of Advertising Week New York kicked off with a grand celebration honoring outstanding women in the advertising industry.
Learn how to adjust your creative strategy with “intimacy” and “immediacy” levers through AI and data- driven insights that help drive sales and long term brand equity.
Learn about the latest AI tools for marketers and how brands are investing in AI to increase campaign effectiveness, reimagine resource constraints and garner real marketing results.
Learn how to navigate the constraints of quality, speed, and cost while staying ahead of technological advancements and evolving auction dynamics that help drive better results for your business.
As we move forward, it is vital to recognize the invaluable role that Black barbershops and salons play in the community.
By fostering greater collaboration between publishers and advertisers, the industry can move towards a more transparent, efficient, and privacy-focused future.
In this piece, we’ll speak to experts who explore how these tactics can transform holiday marketing and why they should be front and centre in any brand’s strategy as we approach the most wonderful time of the year.
ReachTV, the leading streaming television network for travelers, has teamed up with renowned Chef Lorena Garcia for a new cooking series, Stand & Stir with Chef Lorena Garcia.
Brands recognise that traditional media planning, buying, and measurement models are no longer effective. They are now looking for technology platforms that have adapted to offer solutions that simplify their media supply chain, maximise their media investment, and seamlessly integrate the next emerging channel — whatever or wherever that may be.
Retail is always changing — shifting 2024 retail trends serve as an example of that. As consumer preferences shift and technology continues to advance, the key to staying ahead lies in rethinking and refreshing your approach to the in-store experience.
We all have a responsibility to be responsible advertisers. While the fallout of GARM is a blow, the issue highlights the importance of prioritising brand safety right now and its significance in today’s media landscape.
Hi, Chewbie! The fruity, chewy candy brand HI-CHEW has officially debuted their first official mascot, Chewbie, to the world.
Whether bursting through walls or simply bringing a smile to people’s faces, the Kool-Aid Man continues to be a beloved character, reminding us all to embrace the fun and refreshing moments in life.
When we rise with roots intact, we don’t fall; we elevate collective consciousness, affirming that progress and authenticity are not mutually exclusive but mutually enriching.
What CMO doesn’t at one point or another dream of being at the helm of a cult brand? It seems like such an ideal end-game for all sorts of ambitious marketing efforts and niche positioning.
By Steve Cwik, senior writer and brand storyteller for RAPP Positive marketing strategies can foster…
The future of advertising technology, driven by Generative AI, is ripe with potential. Embracing it will allow brands to explore new avenues of creativity, connectivity and engagement, setting the stage for a revolution in marketing that will shape the marketing landscape for years to come.
TikTok Advertising has quickly become the “new” Instagram or Snapchat and a highly effective way to reach young, affluent millennials and the early adopters who like to stay current on all the trends.
It’s about time for the financial industry to undergo a significant technological transformation. Blockchain’s speed and transparency are upending the status quo, AI is personalizing financial services, and digital currencies are fundamentally changing the way we think about money.
Now is the time to eliminate the confusion and provide a clear blueprint for why venue-based streaming is an integral part of future media mixes. Everyone with a vested interest in the space should clearly communicate the benefits of this medium and insist that everyone in the industry should move forward with transparency and a clear communication of why this is different, but as potent, as CTV.
In communities, brands have entire audiences ready and waiting to become customers – or, even better, lifelong fans. But they must first find these communities, and spend time understanding their audiences so they can build 3C frameworks to tap into the power of like minded groups collected in one place.
ReachTV, the nation’s largest streaming television network for travelers, boasting over 50 million monthly viewers, has teamed up with The Weather Company, globally recognized as the most accurate weather forecaster, in a new venture set to revolutionize how travelers stay informed about weather conditions at airports across the United States.
While we may have experienced a summer of sport – festival season also made its mark. And with a jam packed schedule of both large scale and niche festivals, from Glastonbury and Coachella to Ultra and Bludfest – there really is a festival for everyone.
There is no doubt that the ever-spreading use of AI, especially generative AI, could cause brand safety issues. Already we’re seeing incredibly life-like deep fakes videos, images, and audio perforating online.
While there’s different ways to implement real-money rewards into games, apps or directly with adtech products, the core concept is always the same: implement a revenue share into anything that generates revenue.
If we learned one thing from this year’s Paris Olympic and Paralympic Games, it’s that we need more moments like it.
Every day is Halloween when you’re a fan of the General Mills Monster Cereals and their respective mascots. Around May 2024, exciting news began to circulate online in this niche breakfast cereal community.
Remember Life Cereal’s Mikey? The spokeskid’s back at the breakfast table in a new commercial that introduces the ad icon, and the Quaker-owned cereal brand, to the next generation.
Ultimately, having access to high-quality buyer data will make or break success in today’s B2B marketing landscape. Data-driven segmentation is key. If your organization is marketing to enterprises in the same way that it markets to SMBs, there’s a good chance you’re missing the mark on both sides.
A Q&A with Stafaniya Radzinovik, Director, Supply Partnerships (EMEA), Verve Group
Marketers continue to face the daunting challenge of content overload in today’s generative-AI fueled digital environment. To address this, it is crucial for organizations to establish a single source of truth, ensuring data accuracy and consistency across all marketing channels.
GPO Vallas and Ara Labs plan rapid domestic and international expansion to over 20,000 car top displays
As technology advances and creative horizons expand, parks are poised to deliver unparalleled adventures that blend fantasy and reality, crafting transformative experiences that captivate, inspire, and leave lasting impressions long after the visit concludes.
Advertisers who embrace these advanced solutions will not only protect their brand but also maximize their reach and impact in an increasingly complex digital landscape. The Olympics, with its global audience and high engagement, highlights the need for this shift more than ever.
Powered by neuroscience, GenAI is set to give Brand marketers and Innovators a tool they have always desired to win consumers in the crowded and competitive global marketplace.
We may live in an always-connected world, but that doesn’t mean employees should always be reachable. By following the above best practices, business leaders and managers can keep their team members operating at their highest levels, and their businesses will get a considerable boost in return.
Google has, perhaps inadvertently, created the opportunity and impetus for marketers to test, validate and now outperform with a new—and improved—combination: iOS + Alternative IDs.
If your brand chooses dialogue over monologue, engages authentically with its communities, remains ready to respond to its audience, and stays consistent with its own core truth, then you will have more than just a perfunctory social media presence. Instead, your brand will be part of the community and truly present.
Other strategies for mediating between Gen AI and clients are being tested. What unites them all is a shared desire to demonstrate intermediaries’ value, even in cases where technology makes mediation optional.
Lead entrepreneurs have a critical role to play powering creative agencies through today’s competitive landscape.
By rethinking data strategies and considering integrated solutions, marketers can turn their current data overload into an insight and action-oriented machine and stop wondering when the payoff will happen, because it will already have happened.
While there may never be a single, fixed ‘truth’ when it comes to understanding human behavior, it is possible to remove much of the guesswork and serve customers with confidence.
For companies to overcome the so-called “trough of disillusionment,” they need to identify the solutions and strategies that deliver clarity. They need to embrace AI. Not just as a term but as a use case.
Now the shockwaves have passed from Google’s latest announcement, it should be clear to all advertisers and agencies that even if the cookie isn’t cut off completely, its power will diminish over time.
Another mascot was active during the same timeline as Smokey and Woodsy and his name was Johnny Horizon. In looking back on the short-lived legacy of Johnny Horizon, PopIcon discovered that one Idaho county is still determined to uphold the outdoorsman’s legacy today.
By leveraging their position and visibility, brands can be prominent in helping drive healthy conversations, share useful information, and promote trustworthy news sources. They can help arm young voters with the insight they need to make the most of this cultural moment, proving their relevance to this audience, and forging connections that last through the election and beyond.
Brands need to maintain a level of human oversight to manage complex or sensitive interactions that the AI may not be equipped to handle. AI, like humans, makes mistakes. It’s a fast learner, though. With the right oversight, AI can build both emotional and intellectual trust that generates brand loyalty.
The message to the industry is clear: the evolving consumer landscape is calling for a new type of agency, one that represents the diverse mainstream, and balances inclusivity with specificity.
To truly connect with today’s consumers, brands must become relatable. Audio storytelling accomplishes that goal in a unique way by allowing consumers to hear an unvarnished account of what a brand is doing and why.
To succeed, today’s brands must blend the best of both worlds, fostering in-person connection while considering the role our online lives play in that picture. The goal isn’t to get noticed; it’s to be remembered. And nothing is more memorable than a shared, real-world experience.
To truly make an impact, brands must avoid superficial engagement. Gamers are highly discerning and demand authenticity. Demonstrating a genuine passion for gaming culture and understanding gamers’ needs is crucial for building trust and credibility.
When used properly, AI can really help you improve efficiency and scalability of cross-channel marketing campaigns. If you’re not leveraging AI tools yet, get started testing and iterating so you can be firing on all cylinders for Q4 and the holiday season.
Get ready for a wild ride with PlayersTV and Sony Pictures as they team up to unleash an electrifying new content experience that blends the best of sports and entertainment. This isn’t just another collaboration; it’s a full-throttle thrill ride that fans won’t want to miss.
With the rise of AI, luxury brands likewise need to pick and choose carefully which benefits of the tech they adopt. They need to embrace opportunities to elevate their brand story and evolve their service, but perhaps more importantly, they need to avoid anything that might undermine their worth.
As privacy regulations tighten and consumers become more aware of how their data is used and misused, adopting privacy-first advertising strategies is not only compliant, it also builds consumer trust.
In a strategic move that underscores the evolving landscape of sports media, PlayersTV has announced a new distribution agreement with DIRECTV. This partnership is set to expand the reach of PlayersTV, the first-ever athlete and fan-owned media network, to millions of new viewers, marking a significant milestone in its growth.
Consumers do not want to feel like everything being fed to them is created by AI. Authenticity and transparency are incredibly important when using AI. AI should never replace the human element in marketing entirely but can be used to assist and optimize as needed.
Advertisers need to be aware of the wave of AI-fuelled content flooding the internet, while also embracing the right AI-powered solutions that will help them automate their brand safety and media performance strategy.
In theory, bundling makes sense for both consumers and content providers. They can help viewers save money while helping content providers keep consumers in the ecosystems and unlocking more advertising opportunities.
As expectations for corporate responsibility continue to rise, brands have a unique opportunity to lead the charge in addressing environmental issues.
Since Gen Z snubs traditional marketing, it’s even more essential that brands meet them where they are – whether that’s on social media, in the metaverse or at IRL events that blend the two.
While there will never be a one-size-fits-all solution to fulfilling media plans and driving target audience action, marketers that are equipping themselves with the right data and insights is essential for maintaining cost-efficiency and high conversion rates. This strategy minimizes cash burn and keeps your brand ahead of the competition.
People love good causes, and the commercial sector sells good causes fast. If you’re in the business of causes and work for the third sector, it’s time to steal a few tricks. Causes win when we make people care about them, and for the sake of the world, it matters that causes win.
Implementing AI solutions thoughtfully and strategically can empower sales teams to navigate the complexities of the modern sales environment. As these technologies continue to evolve, the potential for AI to enhance sales processes will only grow, making it an indispensable asset for any forward-thinking organization.
Brand integrations represent a promising way of connecting with consumers. Faced with rising costs and an increasingly fragmented media landscape, many marketers are turning to the strategy of weaving a brand into the existing story lines of film, TV, streaming or influencer programming.
If it’s even a question in your mind, take the road less traveled, you’ll end up somewhere unconventional and divine.
Change and disruption is the new normal, but by focusing on creating opportunities on the Open Internet retail marketers can not only keep up, but stay ahead of the curve by creating unique personalised content to already engaged audiences and transform shopping moments into real outcomes.
Capturing attention requires cross-organization collaboration and teams that think bigger, make better content, and ensure it’s delivered through the right channels to engage audiences. After all, engaging audiences is the ultimate goal—and what matters to a company’s bottom line.
The Paris 2024 Olympic Games may be over, but in two short years it will be time for the start of the 2026 Winter Olympics, or Milano Cortina 2026. Hosted by Milan and Cortina d’Ampezzo in Italy, registration is now open on the ticketing platform for the Olympic and Paralympic Winter Games.
When Google’s ‘A new path for Privacy Sandbox on the web’ blog post about Chrome no longer deprecating third-party cookie was published a few weeks back, industry leaders breathed a collective sigh of relief.
Few careers are more vocation-driven than creativity – whether that is music, art or the movies. It often transcends material considerations and bestows on many creators a spiritual feeling of entitlement and self-fulfilment.
The opportunities and challenges associated with a workforce that is increasingly age-diverse are many. And no matter when you find yourself on the age/experience spectrum, you can play a role in finding and highlighting the value-creating opportunities and minimizing or eliminating unproductive friction.
Eastbourne Borough Football Club (EBFC) and ReachTV have entered into a one-year exclusive naming rights partnership, renaming the Priory Lane home ground as the “ReachTV Stadium.” This collaboration extends the successful relationship initiated in late 2023, which included the pilot of the TV show “Health of the Game.”
To those in the digital advertising industry, another twist in the tale of the cookie deprecation was not unexpected. But that Google would seemingly renounce its promise to cut off these third-party identifiers all together, was abrupt to say the least.
We all know that great young talent is hard to find. If you’re lucky enough to hire someone who’s eager to learn and excited for their career in advertising, help to nurture that spirit every day.
The Olympics in marketing is a little like the Super Bowl, but it only comes around every four years. A lot of brands are counting on a lot of eyeballs to make marketing budgets count. In the past you could almost hear the marketing shots being made by big advertising execs, and see them fall flat on big billboards and small scrollable screens.
Innovative Collaboration Aims to Optimize Viewer Experience and Maximize Ad Revenue Through Cutting-Edge Technology and Seamless Integration
Doesn’t it feel as though it was just yesterday when we were wishing Smokey Bear a happy 75th birthday? Smokey Bear’s 80th birthday officially falls on August 9, 2024, marking eight decades of the mascot having the longest running public service initiative in United States history.
Google’s recent decision to maintain its use of third-party cookies on Chrome, rather than phasing them out as previously announced, has sent ripples through the industry. This U-turn — like many of the tech giant’s decisions — has highlighted the complexities and dependencies within the digital ecosystem.
Times of change can be turbulent, especially given the history and frequency of CMO-level turnover. Whenever that moment hits, agency leaders need to prioritize communication over remuneration.
There’s a reason why most people aren’t taking these risks. Risks are scary. You’re more likely than not to lose money by following this list. However, as long as you’re careful, approach it strategically, and invest only the money that you can live without, there’s a potential for a huge profit. Some people are fine with these odds.
It’s time to define your brand’s approach to doing B2B with a B2H mindset. If you focus, prioritize, and then test new approaches, you can create experiences that drive new impact and deliver more of the value needed to grow.
To maintain and grow revenue into the future, publishers need a fundamental understanding of today’s addressable advertising solutions and how they’re evolving.
Understanding the trends driving this marketing trend will help big brands and small businesses maximize their influencer relationships.
By engaging consumers mid-funnel and aligning with their values, brands can build stronger relationships, drive relevance, and ultimately improve conversion rates.
As a longtime runner and Nike devotee, I recently found myself with an unexpected dilemma. While shopping for new running shoes prior to a business trip, I was drawn to a pair made by On Running instead of my usual Nikes.
Just like the Olympians and Paralympians, this needs time, training and precision to win gold.
There are no shortage of ways in which brands can authentically engage with this complex generation. Those that make the effort to really understand Gen Z and speak to them on their own terms will, of course, be best placed to benefit from their fast-growing spending power.
So, take the time to bring your employees along on the journey. Show them that you understand how valuable they are. And make sure your new brand is one that reflects your business as it truly is.
Boomers remain the agents of social change and consumer superstars that they’ve always been. Celebrate them, help them pursue their dreams, facilitate their desire to give back, and take advantage of their tech-savvy ways to reach them in environments they trust and prefer.
Adapting your digital marketing strategy to market trends and consumer behaviors is crucial for staying competitive. Thankfully there are many tools at your disposal to not only keep up with trends, but also leverage them to your competitive advantage.
For the first time in its five-year history, The National Mascot Hall of Fame has created a special display honoring an a-peeling corporate brand mascot.
With the Paris 2024 Olympics underway, we have seen brands both big and small gear up to seize a unique and coveted opportunity to engage with global audiences. And there’s no surprise as to why.
Marketers are used to constantly moving goalposts, but the big tech age has upped the ante significantly. Thriving in the AI-fuelled normal is going to require a seemingly contradictory mix of going with — and against — the crowd.
When it comes to Gen Z, Millennials and Gen X, the suggestions and trends served up on social media play a big role in their spending decisions.
By leveraging transparent and accountable TVOOH offerings that are underpinned by robust reporting and measurement, advertisers can reach their ideal audiences in new and exciting ways, and at the scale required.
Companies that successfully capitalize on this opportunity will deliver more personalized customer experiences, enhance their reach and scale, understand the effectiveness of their campaigns, and forge new and innovative partnerships.
The imperative for broadcasters monetizing content on CTV and OTT is clear – mirror and exceed UGC’s transparency benchmarks.
It’s important to recognize the real harm high employee turnover is having on your client relationships. The sooner you invest in programs employees want and need, the sooner you can retain the talent your clients deserve.
Women’s sports have secured a significant place in today’s world and will continue to do so in the future. Advertisers who recognize and capitalize on this opportunity will join a dynamic and influential movement.
Here are four ways HR leaders can take a more personalized approach to wellbeing strategies.
In a world where every moment counts, contextual targeting offers a path forward that is both effective and ethical, paving the way for a more meaningful and sustainable marketing ecosystem.
Whether you watch just the opening ceremony, fanatically follow synchronized swimming, or keep the Olympic Games on a screen at all times, this year, keep your ears tuned in a little more carefully. You might feel a deeper connection to the athletes, the host city and the larger phenomenon of the Olympic Games.
A strong brand has understood what it stands for as well as what it stands against. But that doesn’t mean being brave and remaining true to a belief system is easy for a brand to do.
The learning? Get a feel for where you can and where you can’t trust AI tools to help with your job. The more you use the tools, the easier you’ll find it.
No matter the brand experience there is one truth that will never go out of fashion. Fans seek out authentic experiences over fleeting trends. They want to feel like experiences extend and complement who they are, not fight and take away from their identity.
If you peel back enough layers, you’ll discover there’s more humanity in string cheese than you’d think.
Understanding consumer behavior and addressing key reasons for cancellations are vital for subscription-based businesses to thrive.
The power of AR Advergames therefore lies in their ability to captivate audiences, sustain attention, and forge memorable experiences; boosting customer satisfaction and lifetime value.
The reality is that while genuine scaled alternatives can deliver equal or often better campaign performance, we still have to fight harder to convince brands to diversify their investment – this is another reason why creativity is thriving, as we look to go the extra mile to deliver value and impact for our customers.
Ultimately, the decision to remain on X should be guided by a thorough evaluation of the platform’s alignment with a brand’s goals and target demographics, ensuring that the benefits outweigh the risks in an increasingly unpredictable social media landscape.
The future of advertising is bright, driven by the collaborative potential of AI and human creativity. As the industry evolves, those who embrace AI will lead the way, setting new standards and having the best shot at achieving remarkable success.
Everyone is talking about Gen Z, but most Gen Zers are still teenagers, whereas the entire millennial generation is at or near the peak of their purchasing power.
Jewel Zimmer and Taylor Lamb, the co-founders of Juna, are on a mission to improve daily health challenges that many women face: poor digestion, detoxification, mood, and sleep. The small, California-based wellness brand, which launched in September 2019, formulates supplements using plant-based ingredients to help one’s body reset, rebalance and become more resilient to its unique stressors.
AI can look at everything a consumer has ever done, said, and read online and use that data to make them feel closer to the AI to earn trust. This level of insight can be incredibly helpful for consumers who enjoy receiving personalized recommendations for products and services. But it’s not all sunshine and rainbows.
To really connect with Gen Z, you’ve got to let go of the myths and see us for who we actually are. When you start to see us clearly, you’ll also see success, because messaging that truly resonates will build engagement and win our loyalty.
Standing out in the e-commerce sector is always tough, but it’s even harder amid mega deal pushes. Rising above the noise means ensuring campaigns keep up with variable shopper needs by deploying slicker data-driven strategies and maximising tailored creative flexibility.
The battle for an open, fair internet – one that’s led by privacy-first technology, editorial excellence and world-class standards of transparency – can only be won with a thriving independent adtech sector.
If that authenticity isn’t there, collaborations can look try-hard and superficial and can end up doing more harm than good.
Retailers have a bright future ahead of them and are well-positioned to be advertising powerhouses. But to truly win, they need to work with the right identity resolution partners to ensure that first-party data matches up with publisher data.
Suddenly, more of the world wants to laugh. Or so it may seem. After many fallow years, when humour in advertising felt scarce, misplaced, or just absent – it’s slowly, tentatively making a comeback.
The challenge of deepfakes is multifaceted, therefore requiring a proactive and similarly multifaceted response from brands.
Have you ever wondered why you remember or recognize a brand, even when you may…
By focusing on quality content your brand can emerge as an industry leader. Strategic Anti-PR initiatives play a crucial role here, propelling brands into industry-specific media and forums and challenging the status-quo.
By developing a connected system that stores all their data and facilitates continuous learning, companies can generate more informed and creative ideas, driving innovation and staying ahead of the curve.
Advertising on premium news sites not only aligns with the activity of target consumers, provides better engagement, and provides better brand safety, but it also gives brands the opportunity to support journalism at a very trying time.
The key to success is that telcos retain control of the solution and develop a true, service-layer proposition that’s easy to integrate and deploy.
Ultimately, ensure you’re providing a sense of thrill and urgency by tapping into the universal desire to feel seen and heard. Start with in-depth social listening to mine for opportunities. It’s not just what consumers are saying but how they’re emoting and expressing, context matters.
The flanker brand has been a go-to in the incumbent brand competitive playbook for years. When it works, it adds a powerful competitor that can scaffold off the main brand to build new markets and grow revenue.
Every business struggles at times; you need the courage to learn from your experiences and keep going. And remember, if you get it right, on the rollercoaster that is running your own business, the downs are right before the ups.
Generative AI plays a distinct role in leveraging first-party data compared to regular AI by not only analyzing and predicting based on data but also creating new, unique content and experiences tailored to individual users.
There’s no sign that the experiential marketing industry is slowing down, so the future looks bright. Marketers would be wise to get their ducks in a row now to reap the rewards.
What will the future look like? Ask AI, but ask the right questions, and check the answers, if you have a vision of what the world could know, share and dream.
Many experts and business owners see AI as the future, and chatbots are just one of the technological resources many people are using to expand their digital reach, increase accessibility, and boost profits.
Overall, Cannes Lions 2024 highlighted a dynamic interplay between sustainability, AI, media evolution, and creative excellence. The festival served as a platform for industry leaders to discuss and showcase how innovation and responsible practices can drive meaningful change and positive impact in the industry.
Poised to become one of the fastest-growing sectors in advertising, U.S. political ad spending is expected to reach more than $12 billion in 2024. For publishers, that’s too large of an opportunity to miss.
Cannes Lions 2024 reflected an industry that has progressed from talk to action when it comes to AI, cookies and commerce media. Elsewhere, chat on the French Riviera turned to the rise of CTV and the need to work harder than ever to gain consumer trust.
During this year’s Cannes Lions, Advertising Week and Kindred joined forces to host Converge, a series of conversations about the future of mindful innovation in communications and creativity.
The concept of a channel multiplier effect in itself, isn’t a new one. Both client and agency side, we know that different channels can support and enhance the performance of each other.
If we’ve learned anything about ‘Clarkonomics’ or ‘The Clark Effect’, it’s how Gen Z audiences don’t need traditional ‘attracting’ methods, and modern athletes are carving out big business by themselves.
As we near the second half of 2024, a few key takeaways come into sharp focus. Economic conditions and consumer preferences are constantly in flux, and marketing strategies must be agile enough to respond.
In this dynamic era of the Experience Economy, where empathy, immersion, and memorable interactions reign supreme, businesses have a unique opportunity to create lasting connections with their customers.
In February 2024, NERDS made headlines when they debuted their first commercial during Super Bowl LVIII.
With ever-greater audiences watching live sports and even more ways for advertisers to engage with them, the foundations are in place for advertisers and publishers to create truly world-class experiences that consumers will find every bit as compelling as the sporting action itself.
THIS ARTICLE HAS BEEN REMOVED AT THE REQUEST OF THE AUTHOR.
Many organizations are working towards this already, but significant opportunity remains for many others to understand the benefits of prioritizing sustainability.
This isn’t an article bashing AI; the technology undeniably offers remarkable marketing and customer experience capabilities.
A crack tech team and experimental culture are also must-haves to win over consumers where it matters most – at the screenface.
Through new attribution studies, the companies prove how effective bus advertising is up and down the funnel.
For marketers, the implications are clear: leveraging graphic design in experiential events can significantly enhance audience engagement, encourage content creation, and amplify the brand’s presence in the digital realm.
Yes, it may be scary to try something new, especially with large uncertainties in the world of digital advertising. Will that ever stop, likely not, so advertisers better buckle up, and try to be a first or second mover as it does not cost a lot to prove that you can still reach your goals in the future, a future without cookies and – who knows – with or without the Sandbox.
For PR and marketing professionals, understanding cultural shifts is an opportunity to create content your audience will resonate with. That’s a trend we can all get on board with.
The New York Mets might just have a big, purple, good luck charm on their side for the 2024 season.
The future of CTV advertising is rich with opportunity. With AI and blockchain at the helm, advertisers can expect more sophisticated targeting, enhanced fraud prevention, and greater contextual relevance.
Fortunately for the NFL and its broadcast partners, the sport has tons of viewers. Any Swift bonus is just that, and not something to bank a strategy on (yet).
The desire for personalization isn’t going to take a vacation anytime soon. But consumers will. When they do, make sure you’re giving them exceptional customized interactions so they feel happy to come back to your brand time and time again.
Through collaboration in innovation, connection in planning and standardisation in measurement, as a collective we will continue to provide our shoppers with the most inclusive and efficient path to purchase.
It’s not an easy balance to strike, but with restrictive financial regulations now in place, it’s a vital one for ambitious football clubs to get right. And the clubs that do, will likely be the clubs that see future success on the pitch.
It’s universally accepted that winning a LION is akin to winning an Oscar in our industry. We love ‘em. We want ‘em. And yes, mine got me a better job.
Navigating the evolving sports media landscape requires brands and agencies to adopt strategic approaches that align with changing consumer behaviors and preferences.
By Tom Christmann, Executive Creative Director, Catch+Release “I’m a creative in advertising.” What a strange…
There’s a reason that “passion projects” are often met with skepticism inside creative companies.
To better understand consumers and the barriers ahead for EV brands, you need to focus on the entire journey from purchase to ownership to renewal and create better experiences during the moments that matter most.
How does a crocodile, stylish as he may be, become the ubiquitous icon of a luxury brand? The answer is a bit different than what we’re used to seeing in the advertising industry.
By embracing these solutions, we can redefine media strategy and execution standards, ensuring relevance and success in the modern media landscape.
Let’s look at why strategic churn is emerging as a powerful tactic for subscription companies to optimize customer lifetime value (CLTV), drive net revenue retention (NRR), and achieve positive cash flow, all while fostering deeper relationships with their most valuable customers.
The influence of Gen-Z will only grow, both in economic terms and cultural impact. For marketers, the challenge is to adapt and innovate continuously to meet the expectations of this digitally forward generation.
Brands can use many techniques, including adding product schema and ensuring the site is mobile-friendly.
Google’s cookie deprecation might continue to edge further into the future, but publishers and advertisers should take advantage of the delay to test and optimise the fast-evolving power of contextual data, readying themselves to hit the ground running as cookies fast approach their use-by date.
The promise of contextual targeting as an easy-to-integrate cookieless solution may be appealing to advertisers, but under scrutiny, it remains limited and not sustainable in a world without identifiers.
With Google once again announcing a delay in the demise of cookies, now until 2025, it’s tempting to think the cookie-less future will never come.
Despite having the resources to reach large consumer bases, even the largest brands are underperforming in reaching the mobile gaming-first audience.
With today’s voter spending more than 70% of their time away from home and increasingly blocking ads online, political marketers simply cannot afford to skip out on DOOH this election season.
From long term strategy to showing up in the right place, here’s how to truly connect with the most important audience for your brand.
Marketing as an industry has been guilty of keeping performance and branding in silos, but creative teams shouldn’t think that way. As I said before, a good designer – even one fresh out of school – knows how to create with a goal in mind.
With the threat of a potential ban getting closer, marketers are necessarily seeking guidance in these uncertain times.
Establishing a method to connect your best data with identity-based solutions across partners and channels will pay off now and into the future.
The biggest lessons any marketer could learn from BTS’s cutting edge marketing is follow your fans, learn from them and grow with them.
Ultimately, marketers should embrace the change; GenAI technology is opening more doors than it is closing.
If travel brands want to enjoy a high-flying, medal-winning summer, Deep Learning will deliver the success their businesses are striving for.
Along with new developments from other foundational models such as Claude3 and Llama 3, the recent “updates” from OpenAi and Google show that AI transformation is accelerating.
In the world of outdoor advertising, where attention is the ultimate currency, the advancement of attention measurement is vital, turning conjecture into concrete data.
There’s a reason why companies like Blockboard are taking so much share from the programmatic players utilizing that $9 billion in long tail video. That reason is transparency for buyers.
Marketing to a global audience isn’t easy. However, you can streamline the process by embracing diversity while forging key partnerships in your target market.
Howie Cohen cites blowing up the Jack in the Box clown as one of his biggest career milestones.
We don’t know for sure, but is it possible that a sea change of sorts is happening, such that we’re shifting away from the rampant cancel culture which has notably marked the last several years?
These principles will make you more technological, sustainable, cooperative, and open minded. CEO Confidential is not a secret anymore. And we couldn’t be happier.
Being a part of that change is good for your budget, your company’s reputation, and your overall chances of remaining competitive in the future.
As the misapplication of AI and other tools threaten to undermine the shared understanding of reality that we rely on to make decisions, combining transparent AI models with the strongest available data will give agencies the edge they need to turn lukewarm responses into RFPs, and RFPs into wins.
Booker’s distinctive archetypes are still alive and well, forming the backbone of stories that, as humans, we love to tell. And that means in B2B, they’re the perfect framework to build campaigns that get seriously good results.
While the current retail media landscape is fairly fragmented, we can anticipate rapid progress over the next couple of years.
By aligning the consumer media market with the advertising market on the imperative of a better UX, AI will drive a flight to quality — not the much-decried diminution of it.
If your brand has never considered audio branding, now is a good time to start. The power of sound is undeniable.
Storytelling is a crucial part of any content marketing strategy in any medium. While some logic factors into decision making, consumers can be hooked by a great story.
Marketers don’t need to close their doors. They need to prepare for another strategic pivot to deliver the best results for their customers.
As traditional feature or benefit differentiators fade, marketers must imagine novel ways to captivate consumers in order to stand out, and to maintain their relevance.
Contextual targeting is resurgent. But that doesn’t mean it’s the same contextual advertising that hit the web two decades ago.
Fail to pay due diligence, and when June comes around you’re left slapping a rainbow logo on your standard products and hoping for the best.
Exness, the world’s largest retail market-maker, recently unveiled a significant rebranding initiative, reflecting and reinforcing its position as the market leader.
There’s so much talk about generative AI. How it is transforming every aspect of our lives, the industries we work in, the jobs we do. In some cases, this is an over-exaggeration.
Did Frankenstein’s Monster really reach a dead end in the new “Monster” spot from The Martin Agency? And is he even a monster? Let’s watch and learn.
The journey has changed, along with the channels and buyers themselves. B2B marketers must be prepared to meet them in their new reality.
It’s time to look beyond the surface and uncover the true value of digital advertising campaigns by prioritizing value-rich CPMs and outcome metrics.
The move towards ID-free advertising is not just a compliance necessity but a strategic simplification.
Small businesses are increasingly emphasizing the importance of successful marketing and advertising efforts to attract, engage with, and retain new and returning customers during and beyond celebrations and events such as Father’s Day, Mothers’s Day, and July 4th.
The AI revolution brings with it a significant concern – will the technology’s pursuit of data-driven automation come at the cost of the authentic human connections that are so vital to exceptional retail service?
By following these tips, brands do more than just improve their digital advertising efforts—they enable a stronger, more transparent and healthier dynamic with media agencies.
European small and medium enterprise businesses (SMEs) sold more than 1.2 billion products to Amazon customers worldwide in 2022. With more customers shopping online than ever before, now could be the right time to focus on reaching shoppers around the world.
By tailoring your compensation strategies to align with the needs of today’s workforce, you can enjoy digital marketing success and do the right thing for your employees in the process.
Can you chase profits and thrive, while having the planet benefit from your offer in terms of products and services? Can a CEO be sustainable at all?
Building a brand in the digital age is a multifaceted endeavor that intertwines purpose, customer experience, consistency, and personalization.
The future of brand marketing lies in immersive experiences, where sight, sound, and touch converge to create lasting impressions.
A reductive view of the modern CMO’s ‘To Do’ list will identify two particular areas of focus.
Overall, a no-holds-barred Q&A allows you to show your humanity while also showing your commitment to authentic leadership.
Buyers need to be able to lean on their SSP partners for their close relationships to publishers, so trust is key.
2024’s Red Carpet season has demonstrated that the right celebrity partnerships have an extraordinary power to amplify brand affinity and share of voice.
While it may be tempting, this is not the time for brands and agencies to rush their adoption of AI tools for the purposes of creative personalization.
In an unjust and heartbreaking world where so many of us are screaming into our own echo chambers, this is a tangible way to actually do something.
Ever wonder what it might be like to work alongside brand mascots like Lucky the Leprechaun, the Pillsbury Doughboy, Count Chocula, and Boo Berry at General Mills?
Empowering your creative team with clear communication and continuous learning opportunities can enhance accountability and boost productivity at your firm.
brands are adapting by expanding their offerings to cater directly to this young, influential consumer group rather than relying on dedicated tween-focused brands and retail spaces.
Is the delay of cookie deprecation a bad thing? Probably not, but it’s likely to maintain uncertainty within the advertising industry while just prolonging the inevitable.
As the industry embraces AI to support a more effective in-store experience for retailers and consumers, adopting identity-blind technology will be critical.
A commercial intelligence framework helps achieve goals and adapt to market shifts. It’s a living, breathing piece of work that businesses can return to and revisit as the assumptions influencing scenarios shift.
Consumers need to believe that a brand is being honest rather than greenwashing, especially as it becomes more common to call brands out for inauthenticity.
No process alone builds a great brand or tells a great story. These companies may seem more essential than inspirational right now, but no brands touch humanity more.
By asking yourself probing questions when you write, you can deliver true thought leadership, rise to the top of a social feed or cluttered inbox, and capture the attention of your recipients in a meaningful and impactful way.
By embracing QR Codes and other tech-driven strategies, brands can deepen their commitment to sustainability while working towards a more eco-conscious future.
Bradbury shares his 30-year perspective on the measurement industry, why he joined VideoAmp at the beginning of this year and how VideoAmp will carry its reputation as the advanced currency provider into Upfronts and the rest of 2024.
The journey to creating an effective supplement label is a balancing act, requiring a careful blend of compliance, creativity, and brand identity.
If brands choose to play, the Super Bowl is a chance to start a conversation which can last a lifetime—not just thirty seconds.
Replacing a key team member could cost up to four times their annual salary! Plus, the loss can demotivate your remaining staff, increasing turnover even more.
Did you know that integrating more women into leadership roles isn’t just about equity—it’s also smart business?
To survive these stormy seas, we need to break down the walls both within and between the many component players in the digital advertising ecosystem, embracing a “rising tide lifts all boats” mindset.
Buckle up, 2024 is in full swing and we’re already seeing a year defined by extreme volatility across every aspect of the economy, politics, the environment, and society.
In this piece we delve into expert insights surrounding the latest results, uncovering invaluable perspectives that shed light on the current state of the industry.
The death of third-party cookies isn’t a return to early digital marketing, rather it will lead to solutions that will balance the needs of consumers privacy and digital marketing.
Navigating the complexity of workforce data can often feel daunting, but it’s a gold mine of insights waiting to be unearthed.
The true measure of AI maturity lies not in achieving a universal standard but in how effectively AI is integrated to solve real-world problems and create value in your specific context.
Understanding the changing dynamics within Gen Z presents an opportunity for advertisers to innovate and differentiate their approaches.
Used ethically, AI has the potential to actually enhance the authenticity of marketing campaigns by helping marketers identify HI in the wild.
Embracing diversity can have transformative power in the workplace, allowing people to be more seen, more supported, and more heard.
As the space – and the technology that supports it – continues to emerge and evolve, marketers must keep in mind one thing before deciding whether to embrace any change: their customers.
Instead of following the crowd, it would be refreshing if a retailer dedicated that valuable seasonal aisle shelf space to support independent brands, startups, and local businesses.
It’s imperative for advertisers still looking for a post-cookie solution in 2024 to proactively adapt their strategies to feature contextual more centrally.
If the world is to preserve its wonderful natural heritage, driving diversity in the outdoors is non-negotiable for all of our wellbeings.
Measuring the impact of Generative AI is crucial. It’s not enough to produce content en masse; we need to understand how this content influences consumer perceptions.
