Harnessing data strategy in fundraising is a key way for charities to navigate the prolonged financial pinch.
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By Angie Vaughn, Director of Marketing for Wripple Recently Wripple conducted our third Team Up…
By demonstrating how brand strategy contributes to business success, CMOs can align their goals with those of the CEO, becoming indispensable allies in driving market relevance and resilience.
Scheduled for launch later this year exclusively on ReachTV, “Dollar Bill” will be hosted by Rancic, who will draw from his extensive experience as a restaurateur and real estate mogul to offer insights into running a successful business portfolio.
Successfully bridging the gap between traditional and modern search advertising strategies requires an understanding of the unchanged core principles while embracing new technologies and consumer behavior trends.
In their latest book, uber-famous Prof. Philip Kotler, the father of modern marketing, and Dr. Giuseppe Stigliano, Global CEO at Spring Studios, give us their view on the future of retail.
Duct tape or duck tape? While the correct spelling for this adhesive is duct, its common mispronunciation has been trademarked under Duck Tape for Duck Brand’s line of branded duct tape.
Broadly, OOH advertising has proven effectiveness across the marketing funnel. In a 2023 Morning Consult survey, 85% of adults said they have seen an OOH ad in the last 30 days.
Taking the helm of the marketing department has never been for the faint of heart, but the opportunity to drive change and deliver growth is a unique position to be in. Not everyone in the C-suite can say as much.
The “always-on mindset” fosters a proactive approach to content creation, keeping brands in a perpetual state of readiness to connect with their audience.
In health, medical education, med comms and access teams are unsung heroes that underpin our drive to promote access to healthcare. When we marry those skillsets with creativity, our ability to maximize science and improve health outcomes increases.
Until these systems start leveraging other bidstream signals for targeting, frequency capping and attributing performance, ongoing abuse of that first-class identifier will likely persist.
Just when you think you’ve won them over, something new pops up to divert those wandering eyes. However, one medium has emerged as a powerful tool to cut through the noise and captivate audiences: video advertising.
Knowing that performance ads try converting you on the spot, when was the last time reading ‘click here now’ made you feel something, or admire the brand?
By Ainsley Lawrence Advertising is a dynamic field, and your clients reflect that. When building…
Thinking creatively about how your business intersects with or shares the spirit of another is part of what makes joining forces such an intriguing opportunity.
The quest to achieve greater governance, efficiency and transparency is prompting advertisers to bring media operations in-house, and the good news is that now they have the tools to do so thanks to cloud technologies.
It’s important to remember that digital marketing isn’t a sprint; it’s a marathon. Your first steps are an exciting time, so take it slow and don’t get too far out over your skis.
Like everyone, the founders and owners of Telly have a price. Will the potential acquirer be willing to offer a price that everyone will accept?
The formula for driving incremental revenue is not a one size fits all approach. Different brands, products and services will ultimately have different methodologies and leading indicators.
Charlie is the new, first-ever mascot for The Habit Burger Grill, but don’t expect him to start cracking wise with customers. For burgers at The Habit to keep being delicious, this little charcoal briquette must fulfill his date with destiny.
Many brands think they know how their agency partners work, and often equate more team members recruited for their account as an advantage to their business. However, this isn’t always the case.
Our mission is to champion responsible AI innovation. Combining technology with human creativity can create genuinely transformative and authentic advertising experiences.
AI – a machine, so to speak – will change the way we hire, manage, nurture, lead and probably fire or retire our employees, even though that may sound a bit paradoxical.
The rise of TikTok represents a seismic shift in the way consumers engage with content, challenging traditional media outlets to adapt or risk becoming obsolete.
With their commitment to authenticity and diversity, PlayersTV continues to redefine the landscape of sports media, offering an experience unlike anything else available today.
You’re not going to change the world so just entertain people. Because if you get your celebrity endorsement wrong, then boy you have wasted a lot of money.
Ultimately, the key to successfully leveraging URC lies in a balanced, strategic approach. For many, it may mean fully excluding URC.
Generative AI technology has the potential to amplify brand awareness and reach a wider audience of consumers.
Speaking to industry experts, we have gathered insights on retail innovation and have explored why brands must embrace an omnichannel approach to not only survive but thrive in an increasingly competitive marketplace.
With 87% of marketers worried about technology replacing their jobs, nowhere is the AI impact on digital marketing more apparent than in the recruitment industry.
To succeed with a Retail Everywhere approach, brands need to bake the always-on ethos into their strategies.
The ad tech industry can and should guide publishers in optimizing their content categorization and metadata to improve the accuracy and effectiveness of contextual targeting.
Rather than viewing AI as a replacement for human marketers, it should be seen as a complementary tool that enhances their abilities and amplifies their impact.
Do you think you could guess the which insurance mascot, or spokescharacter, is universally beloved by one and all? The answer might surprise you!
Getting sonic branding right really matters, especially on Hollywood’s biggest night. In the world of compressed attention there’s never been more at stake.
Wherever they go, women are an asset to the companies they help build. They naturally bring a fresh, innovative perspective, and have a deeper and more empathetic understanding of diverse audiences.
ReachTV has announced the addition of two key executives to its leadership team, in a move signaling continued growth
The AI tools of ad platforms won’t become worthless; they give marketers an understanding of what the individual ad channel can see—but they certainly don’t give the full picture.
While no metric gives a perfect or complete picture, tracking rankings, traffic, engagement, indexation and links over longer periods for priority keywords and pages offers a robust framework for monitoring SEO success.
The output of everything that we do, as companies and as brands, depends exactly on the design of the experience itself, especially when it is predominantly digital.
Determining the right event and timing involves understanding your audience’s position in the buying cycle.
A recent survey of UK CMOs found that 84% said they believed using neuroscience research was valuable for planning campaigns. Drilling down into the details, however, there’s a clear gap between the potential use of this technique and how it’s currently being used.
As of 2024, the startling reality that women earn merely 84 cents for every dollar earned by men continues to challenge our progress toward a truly equitable workplace.
Success lies in the willingness of advertisers to experiment and iterate across the four critical dimensions: optimization signals, targeting, creative content, and channel selection.
In this AW360 interview, we speak with Keith Kazerman, President of Streaming at Locality to get his thoughts on the state of local advertising and streaming, Upfronts and what lies ahead for Locality in 2024.
The world of Artificial Intelligence (AI) is full of unexpected developments that often defy our initial intuition. The interesting part of what may transpire over the coming years are the trends that are counterintuitive.
Understanding consumers is the foundation of effective marketing, not just a strategy. It is crucial for every team to collaborate and grasp the significance of research to enhance the impact of their work.
Even with the most progressive tactics of renumeration, base calculations tend to come down to anticipated number of hours worked.
Winning over individuals is hard enough, let alone groups, who don’t want to engage or be influenced.
As digital platforms continue to innovate, the shift towards alternative verification methods reflects a broader trend of balancing security with user convenience.
Consumers don’t just respond to marketing materials in fully conscious ways. The design and use of your content can also have a psychological impact that helps to influence behavior.
With so much amazing content being created every single day online, there are lots of opportunities for creativity and innovation. But this new world also poses significant ethical challenges.
As the landscape continues to shift, DPO will give publishers the insights needed to take greater control of their advertising operations, optimise revenue and deliver better advertising experiences.
As many services have begun introducing ad-supported subscription tiers, more opportunities are cropping up daily to connect with audiences in this medium.
Social media is much broader (and much more crucial to a marketing strategy) than we think. In order to capitalize, companies need to dive in and understand what makes each channel unique.
One thing the introduction of AI takes out of the equation is the one-size-fits-all all approach. Considering that everyone uses the internet differently, it was only a matter of time before customized and customizable solutions joined the fray, and it is increasingly possible to manage with AI.
This International Women’s Day, I wanted to reflect on my story. It’s the story of how I overcame a car accident, a divorce, nine surgeries and a lot of pain and heartache.
The tsunami of rebrands includes refreshes, reboots, and resets as well as complete overhauls. And it’s not just a trend; it’s a tidal wave.
As discussions around climate reporting, net-zero targets, and industry-wide media measurement initiatives gain momentum, the importance of including media delivery measurements across a complex supply chain within Scope 3 emissions is becoming increasingly evident.
Promotional products remain a potent tool in the marketing mix, thanks to their unmatched reach and cost-effectiveness. However, as consumer expectations evolve, so too must the strategies surrounding these products.
The dynamics of cultural influence have undergone a notable shift, with the era of mainstream gradually fading into the background as subcultures rise to prominence.
One of the last times we heard about Lefty was when Eagle Foods acquired Helper from General Mills in 2022. Lefty has been laying low since then, but it sounds like 2024 will be a big year for the icon’s triumphant comeback.
Let’s examine what an independent survey, conducted by Censuswide on behalf of Phrase, revealed about U.S. leaders’ global hesitancies and explore strategies for overcoming them.
Emotion metrics are a development that’s leading a new wave of display advertising, merging with organisations’ existing data stacks to form a holistic data strategy and drive meaningful customer experiences.
2023 was the year of Artificial Intelligence (AI). From redefining consumer engagement to enhancing campaign precision, AI’s impact on Out-of-Home (OOH) cannot be overstated.
The reach crisis facing advertisers is evident, but it doesn’t need to be a problem, providing advertisers and publishers explore technologies that will enable them to work closer together.
Problem-solving could be the soul of the story. Or it could simply be a complex tale that involves a variety of angles meant to show the ways a brand can deliver what its audience wants and needs.
Technologies, like QR Codes, have become powerful tools for brands to help bridge the gap between the physical and digital worlds, creating new opportunities to engage with their audiences.
The 97th Macy’s Thanksgiving Day Parade in November 2023 featured a series of new and returning balloons on the Parade route. One returning balloon was the Pillsbury Doughboy.
What is required to succeed in this era is not a passive investment in story, or media, production. What’s required to succeed is a total transformation of your business into an agile, storytelling-first operation.
Gaming and the metaverse aren’t a temporary trend, but a tectonic shift in consumer behavior.
Let’s step back in time to 1898, the year the Michelin Man — AKA Bibendum — made his debut and look at some of his greatest design evolution hits.
La pasada noche del 31 de enero se vistió de emoción y nervios en los…
Regardless of Google’s moves or those of any other walled garden in the post-cookie world, one thing is certain: the walled gardens have no motivation to support or better ads on the open web.
The importance of social media engagement is all about building genuine relationships with your audience, understanding their needs, and delivering value that resonates on a personal level.
Dear CEO, here is your homework. Use that innovative and hyper-flexible human capital that the post-Covid 19 world has given you, across all generations. This is your lucky strike. Don’t fight it, and just work it.
The cookieless future needs AI to maintain ad effectiveness. But have no fear, that future is here (and will only get better month-after-month).
For now at least, quality, utility and value are the foundations of B2B brands that business buyers trust to support the pillars of their organisation. But they must be articulated, easily understood, and allow consumers to differentiate them from competitors.
Right now, the streaming TV industry stands at the crossroads of innovation and protection, and IP address analytics emerges as a guiding path forward.
Without a sonic strategy you risk either being consistently wrong or being inconsistent with your music choices – both of which could damage your brand and marketing effectiveness.
In this article, we share 2024 trends that you should have on your radar to innovate, transform your audience connections, and lead the charge in molding advertising’s future.
For political advertisers, the path to connecting with voters is clear – connected TV is key as voters have migrated and are engaged. The share of political spend on CTV/OTT is significant and is expected to grow.
Corporate social responsibility is a wide-encompassing term describing how a company holds itself accountable for its impact on the community — on a local, national, and sometimes even global scale.
Media owners need technologies that enable them to address these demands, keep audiences engaged, and attract more budget from ad buyers. So, how can SSPs make this task easier for them?
Critics have been saying SEO is going to die for the past ten years, but it’s evolved and matured to become a conductor of digital strategy – not just an add on.
A Eulogy for One of the Greatest Sports Sponsorships of All Time, and Speculation of What’s to Come…
Almost instantly upon Tiger Woods’ and Nike’s announcement of their decision to part ways, the world demanded to know: what’s next?
Market researchers and marketers have always maintained that understanding customer attitudes, behaviors, and unmet needs are critical for business success.
As AI rises, it makes sense that people might assume that influencer marketing will be a casualty. Afterall, part of the appeal of following influencers on social media is that you start to feel like you know them.
In this piece, we speak to industry experts who delve into key tactics and innovative approaches that brands can adopt to optimize their advertising efforts at this event, ensuring a compelling return on investment and leaving a lasting impact on customers.
As we roll into 2024, the advertising industry must focus its full attention on the imminent transition to a post-cookie world.
We spoke to five industry experts to get their take on the key trends that are expected to shape the retail industry this year.
The Super Bowl is not only one of the biggest sporting events in the world, it is a marquis event for the advertising world. But is the $7+ million price tag (the cost of a :30 spot this year) justified?
2024 marks a crucial turning point for businesses, presenting both opportunities and challenges that will redefine traditional marketing approaches. Previous marketing tactics must evolve to remain effective and impactful, particularly in a time of heightened customer expectations and economic uncertainty.
Whilst an individual SMB share of this massive return figure, might be small, it can represent a significant cause of lost profitability.
2024 is set to be a pivotal year for the digital advertising industry, with the deprecation of third-party cookies, the proliferation of AI and made-for-advertising (MFA) sites, and the continued fragmentation of the media landscape leaving advertisers seemingly fighting against the rising tide.
Loyalty is fundamental to any brand’s performance, if done right. Here are some rules or tricks, which may help you step up your game.
No business wants to face a crisis, but something will inevitably go wrong. In these situations, it is better to be prepared than caught off-guard, hence the importance of establishing a crisis response plan.
In this post, I’ll talk about what I see as the real drivers behind LinkedIn advertising growth and what the platform can do to keep making inroads into B2B marketing budgets.
Many celebrities bring unique business acumen and a willingness to roll up their sleeves and partner beyond the terms of their contracts, making them value-add business partners beyond their household names.
Today’s marketers have to choose how they will employ AI in their efforts, and time is short.
Where Google still leads, based on data from Rise at Seven, is on searches for activities nearby, including events and entertainment, ahead of both TikTok and YouTube.
The biggest sports event of the year – the NFL’s Super Bowl – isn’t just for die-hard football fans. It’s also a coveted, celebrated event for the advertising and creative community around the world.
Right now, every fitness provider and personal trainer is claiming they can get you the New Year results you want. While going it alone can be daunting, it can be equally hard to find someone who truly understands your needs.
The brands that break through during or surrounding this year’s big game will be the ones with their fingers on the pulse of the latest trends in engagement, VR, viewer demographics and shoppable experiences.
The CTV boom is a natural next step for digital advertising. But let’s not let it evolve exactly the way that desktop and mobile did.
As with all technological revolutions, it’s the early adopters – those prepared to embrace generative AI and LLMs to supercharge their products and services – who will benefit most.
Amid the loss of third-party cookies and rising consumer concern about online data usage, the industry faces an urgent need to evolve long-entrenched processes. But what does that look like, and where should they focus first?
There has been much discussion in our industry about the collapse of the funnel. What we should be examining is the mindset of an emerging class of customer—one who rarely travels up and down a path from awareness to purchase but is always ready to make a decision about a brand.
It doesn’t matter whether your company is established or just starting—the tools at your disposal are powerful enough to get the results you want. So why wait?
Research has recently shown that the presence of a sonic logo can create a positive brand experience, even in the face of “uncertain and anxiety-inducing decision context or negative information about the target brand.”
We are, definitively, in the first moment in which the way we search for information across the internet is drastically changing. Google and Bing aren’t the sole options for finding what you’re looking for any longer.
It is past time for national advertisers to reevaluate OOH, not as a secondary option but as a core component of their marketing strategies.
In an increasingly crowded and fast-paced social media landscape, leveraging pop culture in your social media content can be a powerful tool to help you and your brand stand out from the competition.
There are times where we should let brands do what they do best and there are other times where it’s incredibly rewarding to push forward. The challenge in branding is recognizing when these moments are, and seizing them.
As we usher in a new year, this wave of companies and how they reinvent themselves is not just rebranding their products, identities, slogans and narratives.
A new chapter of user-centred innovation is here, and it’s all about going beyond the average and expected.
The future of content isn’t a binary battle between robots and humans; it’s an intricate tango where both partners bring their unique talents to the floor.
In times of uncertainty, it’s easy to focus on the things outside of our control. Instead, we’d be better off focusing on the things we can control, such as enacting real change within our organisations by making culture a focus for the year ahead.
Consumers will come to expect more individualized attention and curation from brands, whether digitally or IRL, in 2024. The companies that anticipate these trends and take bold action to eclipse consumers’ expectations will thrive.
The recent King’s Speech is now the bellwether for anti-climate prevarication, and for advertisers, it hammers home the need to push in the opposite direction; and aim even higher in creating the reductions we need.
Though it was previously believed that celebrity endorsements had a limited impact on cannabis sales, the reverse appears to be true. Celebrity marijuana brands seemingly outsell brands with less star power,
Unless you spent 2023 hibernating under a rock you’ll know that it was a big year for AI – entering the mainstream and hitting the headlines. And 2024 is set to be even bigger.
As marketers, truly knowing our audiences sets us up for success. But to make an emotional connection, we must move beyond superficial traits and demos. We need to uncover the inner drives shaping behaviors and decisions.
The tools to create a more transparent, ethical, and trustworthy industry are here – and they are actionable and easy to use.
Multiple systems means multiple points of failure, and often a heavy investment in staff to get individual programs to talk to each other, share data and so forth.
The PR power behind the “Barbie” film is epic. Visibly noticeable as it turned the tide of fashion, the Barbie craze is truly a revolution!
Great people don’t grow on trees, so it’s crucial to try and find people who are a good fit. And that’s the same whether they are coming in at a junior level or as team leaders.
This year will also see the endgame for cookies, leaving many marketers scrambling for alternatives. Meanwhile, consumers are clearly shifting to omnichannel viewing and CTV is showing significant growth.
As we lurch from one crisis to another, it’s very tempting for fashion brands to put the issue of sustainability on the back burner. But the uncertain outlook makes environmental action more critical than ever.
Once you find the influencers who have a natural connection with your brand, the real challenge begins: recruiting them.
The increasing number of online retailers, the growing adoption of early smartphones and internet connectivity, and the changing preferences of younger generations more inclined to shop online all pointed toward an e-commerce boom.
As a marketer, you have two choices: Get aboard the most relevant trends or get run over by socially savvy competitors.
Americans want to spend during the holiday season. The businesses who can tap into this strong demand are much more likely to achieve their revenue goals and set the table for a strong start to the new year.
This is the cutting edge of experiential marketing in 2024, and there’s no reason your business can’t get in on the action.
Here’s how to break free of channel-specific marketing measurement and realign with core business goals.
We are in the era of AI link building. It’s like giving your link building strategy a high-tech makeover. It’s smarter, sharper, and a heck of a lot more sophisticated. It goes beyond just finding links and focuses on finding the perfect links.
As sonic branding has become more recognized for its strengths, we no longer need to start with defining what sonic branding is and its potential to flex across a brand’s entire ecosystem.
Should your company embark on a path to Net-Zero? My answer is an emphatic yes.
While the emergence of AI as an integral part of marketing comes with many positives, this has also led to a significant growth in so-called “junk sites,” with the technology making it easier for fraudsters to make money through illegitimate titles.
In experiential marketing, the ‘brand’ retains significant importance, possibly more than ever. But, our perception of what constitutes a brand is changing.
The time has come for advertisers to shed the shackles of outdated metrics and embrace a future where every advertising dollar spent can be directly linked to tangible outcomes.
2024 is a year where these innovations in video will deliver the initial seed of growth that could overtake search in the next 5 years. If your brand is looking to prepare for the future, you should be gathering insights and testing these new formats now.
Plenty of brands are producing best-in-class activations that are strategically robust, authentic, bring fans together and serve a purpose.
It’s quickly becoming a strategic necessity to incorporate AI and LLMs into localization efforts to meet the dynamic demands of global markets and individual customer needs.
The world of marketing is radically different from the days when television, print ads and direct mail ruled the world. But one thing has not changed: The quest to maximize return on investment (ROI).
As the youth sports industry continues to increase in popularity and value, it’s time for brands to leverage the untapped spending power of parents
Remember, in the end, people don’t just buy products; they invest in experiences. Make your brand an unforgettable part of their story.
As post-strike talent promotion ramps up alongside awards season, marketers are primed to implement these key lessons in a jam-packed 2024.
In my years managing talent, there were a few simple principles that I learned that have been valuable to my work in the social impact space. And it becomes even more critical in the social impact space where we’re asking influencers, creators and celebrities to give their time for free.
After a turgid start to the year, the M&A market is picking up speed – with more than half of European players expecting to pursue game-changing deals into 2024.
With tensions in culture rising, “purpose” is again being questioned as an unwelcome hindrance to profit-making.
As we prepare to enter a new year, what unique challenges does this present for CMOs?
Effectively communicating with your target audience is the key to cutting through the clutter, and this is where a precision marketing strategy comes into play.
In my more than thirty years of working in Public Relations, it’s become common to work with clients who, despite the fact that they are hiring me, really do not know what I do.
Marketers are constantly seeking new ways to leverage insights to inform their strategies. The ever-evolving data driven marketing landscape is the latest frontier for marketers, presenting challenges and opportunities alike.
Data collaboration, when executed effectively, unlocks revenue growth through partnerships and data interoperability across various departments within the business.
Our recent research report, Connecting the Dots, highlights the key behaviours, preferences, and values that, as an advertiser, you need to know ahead of 2024.
Reports of the death of linear TV have been grossly exaggerated but there is a reality to the numbers: according to Ofcom there were 2,490 TV programmes watched by 4m or more people in 2014 compared to only 1,184 in 2022.
If nostalgia makes sense for your audience, brand, and campaign, the final step is to be conscious of what wasn’t great about the era or moment you’re tapping into, as well as what was.
Learn more about Eden’s story and see how Nyssa is helping create solutions and conversation around women’s health.
Efficiency is crucial in the current economic climate. With plummeting consumer confidence and rising inflation, aiming for higher levels of efficiency is on many businesses’ minds.
Evolving from user-centricity to humanity-centricity in our design processes is imperative for a sustainable future.
This panel discussion will uncover the keys to creating a checkout process that not only meets but anticipates the needs of today’s discerning consumers.
Top talent is always crucial in driving business growth. Companies need the brightest and the best as part of a diverse and committed workforce.
Premium video providers should continually test and refine ad load for all screens and forms of content. This unlocks a data-driven approach to ad load optimisation and enables providers to uphold premium video’s quality viewer experience for audiences.
While consumers continue to seek cutting-edge technology across channels, prioritizing experiences exclusive to the physical realm gives retailers a significant advantage in drawing more customers to their brick-and-mortar establishments.
Our journey has been one of humility, learning, and adaptation, and we look forward to what the future holds as we continue to innovate and embrace the transformative potential of AI.
Resale democratises luxury, offering accessibility to a broader audience where otherwise it would have been unattainable.
The algorithms and AI tools being used today to generate content, optimize for engagement, and drive the attention economy are often at the cost of truth and nuanced dialogue, and one can even draw a parallel to the damages caused by the fossil fuel industry itself.
At its very simplest form advertising is targeting the right people with the right content at the right time and solutions which combine many different marketing mediums together allow us to do this.
Forward-thinking agency leaders have seen the future of work — and it isn’t the factory work model of the Industrial Revolution.
AI offers marketers an extensive suite of capabilities that can complement one another to boost marketing performance. When fuelled by quality data and controlled by human oversight and expertise, AI can be customised to unique business needs.
Campaigns for office and ballot initiatives have fairly black and white success metrics. Either a candidate is elected and a ballot measure passes, or they don’t. Simple.
Bid shading is a feature that enables buyers to leverage historical and predictive data to influence the bid price in a programmatic ad auction.
Clearly, people can and will spot when brands overreach with their purpose campaigns and initiatives.
PlayersTV has 50+ athlete owners and investors across the NFL, NBA, WNBA, and MLB including Chris Paul, Damian Lillard, Travis Kelce, Dwyane Wade, Carmelo Anthony, Vernon Davis, Kyrie Irving, AJ Andrews, Angel McCoughtry, Deandre Jordan, Natasha Cloud and many more
Given its sustainability and lower risk, 3D printing is an essential tool for brands and agencies looking to personalize and elevate the consumer experience.
The demise of the third-party cookie heralds a new era for marketing and how it measures its success.
Exclusive advertiser insights on the challenges, opportunities and future of Connected TV advertising as a performance channel.
Sit in the brand’s real strengths and maybe more importantly, weaknesses. Don’t just do a SWOT analysis, but have the hard conversations.
While that’s a tectonic shift, not all is plain sailing. September is typically a banner month for new car sales in the UK, as the DVLA issues new number plates, but BEV sales to private buyers in September 2023 actually fell by 14% compared to September 2022.
The adtech, advertising, and media industries have the power to meaningfully reduce their environmental footprint…
AI should function as a tool, not a replacement for individual thought, individual workers. Think of how the internet transformed the workplace, phasing out the inherent necessity for fax machines, printers, and more.
Success ultimately comes back to understanding who your customers are. It comes back to combining the functional and emotional sides and working out which parts of the customer’s relationship with your brand actually matter to them.
Multiple funding sources reduce reliance on any one lender – specifically during a time of more intense risk. Making these moves now will help make the business more resilient in the near and long term and provide peace of mind, knowing there is easy access to a safety net.
The industry is moving fast, and in order to keep up you have to keep your skills sharp. You have to practice all 4 of these areas; Synergy, Manage, Think and Do. You have to stay crisp, or your tenure is likely to slide even more.
Investing in identity-powered marketing is important – but it’s only part of the equation for creating great customer experiences.
As AI continues to dominate and concerns over safety ramp up, we spoke to four advertising and marketing experts on what’s next for AI – is it hindering or helping innovation and how it can be incorporated into advertising, marketing and business strategies in 2024?
As AI and other emerging technologies revolutionise the marketing landscape, businesses must adapt and evolve to stay ahead of the curve.
To win this holiday season with both Spenders and Savers, brands need to fuel their holiday campaigns with comprehensive and continuously updated data.
With 80 percent of customers saying they are likely to switch brands after a single bad experience, identifying and delivering on customer expectations is more important than ever before.
While AI as a practical construct will be disruptive, the integration of it should be done with the least amount of disruption possible to create the best outcomes for clients and agencies.
Meta had their annual B2B Summit this week and covered some of their new tools/capabilities for B2B advertisers on their platforms. Here are a few of the big highlights.
It’s a misconception that only big brands advertise on Amazon. Amazon Ads products are designed for everyone, including small businesses, and have helped these businesses grow their sales.
There are shoppers around the world—right this second—looking for products just like yours. So why not help get your brand in front of them?
Today, we sit at a new inflection point for digital. If our industry nails this, we are positioned to reach our incredible potential.
Enter the last major frontier yet to be claimed and tamed: Gaming.
Gen Alpha will inevitably dismantle the building blocks that built TikTok in the same way that Gen Z relegated GIFs to Slack and family group chats.
By Mark Wieczorek, Chief Insights Officer at Front Row Navigating the complex landscape of modern business…
We wanted to give you a little glimpse of the highlights through a recap of our last in person event, Advertising Week.
Increased B2B spend is a positive development, but it isn’t enough to drive brand to the bottom line. To do that and to fully realize a marketing mandate, money needs to be well spent, not merely spent.
Cheetos and Amazon Ads seamlessly integrated their strengths, leveraging the extensive consumer touchpoints across Amazon channels and the inventive storytelling of Cheetos.
It’s the formula of context+attention+creative that forms the most compelling model for the future of advertising in the cookieless world, seamlessly tapping into the nuances of user mindset in a way that antiquated profile-based models will never achieve.
Nailing the right TV strategy can feel overwhelming. By leaning in and starting with one audience you can help shape TV advertising’s data revolution.
Advertisers need to embrace the reality that the digital ad landscape is evolving rapidly, and past methods may not be applicable.
As we celebrate World Television Day, the medium itself is at a crossroads, navigating a landscape in which viewers increasingly have the power to choose what, when, and how they consume content.
In today’s rapidly evolving influencer marketing landscape, the ability to stand out requires a blend of innovation, community engagement, psychological insight, and the timeless power of storytelling.
If you believe that AI cannot be stopped, and you buy into the Pandora’s box analogy, then you should really advocate for more AI.
Advertisers will need to take a moment of bravery and recognize that they need to break from the past and shift what they measure and value. The result will be a better Internet and better business results.
Brands that demonstrate how they’re keeping audiences rooted in what’s real – whatever that means to them – and supporting them from being overwhelmed amid an algorithmic apocalypse will resonate.
An influencer-first ad strategy isn’t just a shift in marketing tactics; it’s a shift back to good, old-fashioned storytelling and relationship-building.
Ultimately, it’ll be up to marketers and brand leaders to determine what to look for in a clean room, and when the right time is to implement one.
PlayersTV and Prisoner Wine Brands Uncorks Exciting New Original Series ‘Vino Talk’ Hosted by NBA Champion Deandre Jordan and Softball Star AJ Andrews
With evolving technology, marketers are learning how creative personalization can drive better outcomes, from brand engagement to sales revenue.
We can solve the challenges of campaign quality, data breaches and violations of privacy through rigorous processes and certification. Yes, it’s expensive, but it’s worth the protection against the risk of a billion-dollar problem that can affect tens of millions of people worldwide.
Black Friday, like Christmas, isn’t only one day of the year. It’s one of the biggest yearly opportunities for brands and it’s time for advertising around the event to begin reflecting that.
As the technology evolves to become more frictionless and cost efficient, more brands are finding meaningful, ROI-driven ways to enter the space, and future-proof themselves.
The number of leadership roles being filled by BIPOC talent is actually decreasing and all the words in the world won’t help. Here are ten actions that our agency has found effective in keeping our EDI efforts moving forward.
By Kristal Walton, SVP, CPG & Retail Industry If you work in marketing, especially tactical…
Savvy audiences know meaningless puff content when they see it, and more than ever, are demanding authenticity.
Guided by Agencias Argentinas, this project aims to create a hub of Argentine talent, enabling firms to provide marketing, content, and advertising services to other markets in a unified and collective approach. The objective is to stimulate the communication industry and achieve a 5x growth in the coming decade.
Mental health and well-being are truly the next frontier in the ever-present battle for great talent, reclaiming the relevancy of advertising agencies as sought-after workplaces once again –– and an important new way for agencies to create more welcoming and inclusive cultures.
Rather than replacing human-led creativity, AI promises to unlock it. This should finally allow for breakthrough, highly memorable – even beloved – creative executions.
Once marketers and advertisers understand their audience’s activities across various digital domains, including things like social media, streaming, gaming and shopping apps (and TikTok of course!), they can use this intelligence to capture waning attention in the most effective way possible.
To make the most of this as yet unrealized opportunity, brands and advertisers will need to navigate the thorny issue of privacy by adding genuine value for their audiences.
Knowing your enemy is one thing, having the courage to fight them is very definitely another. Courage manifests in different ways.
Becoming customer-centric and data-driven requires dedication, but the long-term rewards for your business are significant. Embracing a coherent, first-party data plan will help you to truly understand and serve your customers better.
Leveraging MMM can help marketers understand “hybrid” shopper journeys and the synergies between retail media and other channels, which has the potential to drive efficiency and unlock incremental ROI.
Using AI, we can quickly grow our communication and empathy muscles to build connections and strengthen culture.
Advertising Week New York delegates already know how special the PENN DISTRICT venue is as it played host to the biggest Advertising Week event ever. We sat down with Stephanie Blake, CEO of Skylight, the company behind the PENN DISTRICT.
But what were the major discussions? Which topics will likely shape the industry in 2024? Here are my four key takeaways from the most important topics discussed at the event.
In the evolving marketing landscape, OOH is a channel that is often overlooked and misunderstood. It is an iconic means to build brand awareness, but marketers should not be scared of adding OOH to their performance marketing strategies as well.
Cable News Network and CW Sports Programming to air on ReachTV’s network reaching 50M+ monthly viewers in hotels and airports nationwide
A Q&A with Lynwood Bibbens, CEO of ReachTV
The rapid growth of the e-commerce sector offers both opportunities and challenges for brands and platforms.
By Megan Allinson, Integrated Marketing Director at BKM Marketing While the age of digital media…
The days of mass-produced retail experiences that rely on consumers to do the hard work, such as combing through a brand’s inventory, are at an end.
We have spoken to industry experts about how brands can advertise authentically during Black History Month and how they can carry these principles of diversity and inclusion into their hiring practices, branding strategies and storytelling throughout the year.
Consumers would prefer to browse social feeds, swipe through reels, or watch videos without interruption. Downtime is precious, and watching ads isn’t as entertaining as those other activities!
Clean rooms, in summary, represent another tool in the marketers tool box, and are only as useful as the data that goes into them.
There’s still time for marketers to embrace a new privacy-first paradigm whose scalability matches the ID-based practices the industry has relied on thus far. However, the clock is ticking.
It’s time for the TV ad industry to scrap the confusing acronyms and start thinking like those outside of the industry.
While challenges are a part of any type of marketing trends or technological advancements – AI also comes with increased levels of risk for marketers.
Consumers who feel valued are more inclined to join meaningful, viable communities and become brand champions among their personal connections.
Right now, AI is only as good as the questions asked of it. But that won’t be the case forever.
The DOJ’s legal action against Google could take years. But while they are in trial, those who take this as a call to action and start planning ahead of the court’s decree will find long-term success.
Rapid technology evolutions in targeted advertising are empowering video service providers to redefine viewer engagement and boost their revenue. Let’s take a deeper look.
Those looking to expand should undertake the initiative as much more than a side project; it will require extensive regional research, strategic prioritization of the partnerships and geos that will help you get traction, and an understanding of the privacy landscape to carve a piece of the growing global affiliate revenue pie.
Group Black has built the infrastructure, measurement capabilities, and operational teams for over 250 Black-owned media companies, enabling them to compete with anyone in the industry.
Businesses are being forced – by their customers, by their governments, by their shareholders – to invest in sustainability, to reduce emissions and inequalities. This system change is only going in one direction, with pressure groups and punchy start-ups pointing the way that individual consumer and employment choices will follow.
Understanding how retail data can benefit strategy and define the marketing mix will be unique to each brand, but those that adopt early and build a knowledge base have the opportunity to succeed.
Don’t rely on AI for everything. It’s a tool—an asset, even—not a substitution. After all, prompts need to come from somewhere—someone’s creative ingenuity or their strategic mind.
To demonstrate the power of optimizing in-campaign, we studied several campaigns that underperformed and estimated the approximate amount of increase in brand lift if the campaign prioritized the best-possible optimization.
As more companies offer green products, the uptick in false advertising lawsuits will continue through 2024 and beyond.
Data is a fundamental requirement for advertising to continue succeeding as much as it is growing.
Research commissioned by Advertising Week and conducted via Cint reveals 55% of workers think their organization should have an AI policy, while only 19% have one already in place, and only 21% of organizations are encouraging the use of AI
As technology continues to advance and the digital ecosystem evolves, embracing contextual audience targeting will be crucial for brands to thrive in a privacy-first environment.
By knowing more about the consumer, email marketers are able to segment them into various groups that have similar traits and characteristics, which really allows personalization to take off and enables brands to target emails more accurately.
Creators are playing the role of virtual sales-floor associates, not only promoting products, but reviewing and testing them, and letting customers know about discounts through entertaining, relatable content that viewers engage with and share, further extending reach.
Becoming a parent marks a monumental shift in a woman’s life. Stepping into motherhood is not just about new experiences and responsibilities, it’s also the onset of a transformative consumer journey.
Brands have an opportunity to do more than just be at the mercy of the events of the day.
Creative is most effective when audiences see themselves reflected in it, so being cognizant of these key concerns when planning creative will drive impact by building relevance.
While AI has revolutionized the world of paid marketing, offering unparalleled speed and efficiency in automating and optimizing advertising campaigns, it isn’t in a position to usurp us humans just yet.
Business professionals dedicate years — often decades — of their lives to becoming thought leaders. Why on earth are so many willing to throw away their credibility by allowing generative AI software to write content for them?
It’s not the first time the ad industry has been under pressure though and disruption is often necessary to drive evolution. It remains to be seen what the next few years for ad-based freemium hold but one thing’s for certain, it won’t look the same as it does today.
How to position yourself to reference it this Q4, how it should inform your Q4 offerings, and insights you can take from Q4 and turn them into 2024 advantages.
While the road ahead may be long, AI Orchestration holds the potential to unlock the true value of data, making it a transformative force in the business world.
Here are four ways the ad industry can recapture and sustain its sizzle as a destination for the best and brightest
Exclusive advertiser insights on the challenges, opportunities and future of Connected TV advertising as a performance channel.
From retail to tech, customer obsession is a foundational mantra that helps businesses excel. Let’s explore why this is the case and how customer obsession can benefit your business.
As data collaboration becomes increasingly pivotal for business success, companies must stay aware of the nuances necessary to keep private data useful and useful data private.
Advertising Week gathered insights from the advertising, media, and technology experts who attended.
With the eyes of the world finally turning to these issues, and many rights holders and organisations still slow to act, now is the perfect window for brands to step forward and seize the moment.
Critically thinking about cultural exploration is a pursuit worth pouring effort into. Not only does it make us more effective marketers, it makes us more open-minded people.
By investing in iCommerce, brands are interacting in a more engaging and collaborative way. This drives deeper customer engagement, which then fuels higher conversions, new revenue streams and improved ROI within this new set of behaviors for GenZ.
Common ground between Gen Z and Baby Boomers may seem worlds apart, but as advertisers we can use our craft to bring them closer together and achieve powerful, effective campaigns simultaneously – just by relying on the Heart, Art and Science.
Key industry organizations like the IAB and MRC will be critical in moving the needle here; encouraging higher standards and accreditations so that content-level analysis and intra-video tagging becomes more widely embraced.
When it comes to paid media, creative has to be built to live on everything, everywhere, all at once.
There is no better time for a change like this to come along at the DSP level. With many B2B companies trying to do more with less right now, anything that adds efficiency and potentially boosts performance is welcome.
Federal government shutdowns cast a long shadow of uncertainty over the advertising industry. These shutdowns are not merely inconveniences; they have severe financial repercussions.
Avoid ageist stereotypes and biases and meet 50+ consumers where they are with a holistic approach that taps into 50+ adults’ wide-ranging information needs, engaged lifestyles, and willingness to invest in themselves, and you’ll enhance your brand’s connections with this dominant demographic in business-building ways.
Who is ultimately responsible for mitigating the negative impact of the affiliate schemers?
Contextual targeting will not only help to create a better user experience in CTV, it will also help advertisers secure a better return on their investment.
The recent narrative of social media platforms has been dense, fast-moving, unpredictable, and often hyperbolic, perhaps leaving marketers feeling like they need a fortune teller, seer, or psychic to make good, future-proofed decisions around them.
Americans are craving content that is reflective of all diversities, and not just the historical majority. Accurate measurement that captures diverse audiences is paramount to engaging and reaching these audiences and will be critical for brands’ success.
Join us for a full-throttle workshop dedicated to building high-performance Reels. Learn how Reels ads…
Your creative is the key to unlocking performance in Reels – one of Meta’s fastest-growing…
If you see the same messages over and over again, you’ll get bored and eventually…
Predictive AI has been powering innovation in digital advertising over the past several years, and…
Alvin Bowles, VP, Global Business Group at Meta, alongside guest speakers Jay Pattisall of Forrester,…
As an advertiser, you don’t actually know what works and what doesn’t until you can…
We spoke to several leaders in adland about their methods for winning over festive shoppers and conquering the busiest time of the year.
Creativity is fueled by the human spirit, emotion and experience. While AI can bring scale and efficiency to our creative endeavors, real connections are based on the human that guides them.
By harnessing the power of creative design, storytelling and innovation, coupled with seamless functionality, businesses can deliver exceptional user experiences that drive conversions, foster brand loyalty, and ultimately lead to long-term success.
We caught up with Ryan Stewart, Head of Publisher Acquisition at MGID, to find out about his role, and his approach to facing these challenges head on.
The right technology partnerships can help retailers achieve the scale, accountability, and—importantly—agility needed to compete in the fast-growing commerce media landscape.
When it comes to brands, we think of social engagement like being a party with two options to participate: as a host or a guest.
As audiences have grown more fragmented across channels, brands are looking for more efficient and effective ways to connect and engage with them.
According to the 2023 Higher Impact report from Amazon Ads, 81% of consumers are more likely to purchase from brands whose views align with their own.
As Google itself celebrates their quarter-century birthday, top executives from around the industry weigh in on Google’s milestone, their influence, and the future.
Meaningful attention offers the possibility of finally getting inside the head of the shopper. We can’t afford to ignore it.
Business travel is back, and it promises some spectacular opportunities for learning and networking.
Exclusive advertiser insights on the challenges, opportunities and future of Connected TV advertising as a performance channel.
If you’re looking to generate further virtual buzz outside your shop window, Amazon Ads solutions, such as Sponsored Products and Sponsored Brands, can help.
Retailers can’t ignore three critical trends as they elevate customer experiences and optimize their offerings to support surging customer demand heading into this year’s high-stakes holiday shopping season.
The big landscape theme for marketers today is the accelerating rate of change in all aspects of reaching customers. Media, customer touchpoints, distribution channels, and the appropriate and effective messaging about your brand are all in a constant state of flux.
Exclusive advertiser insights on the challenges, opportunities and future of Connected TV advertising as a performance channel.
Advertisers know where their spend is going and who they’re reaching, publishers can grow their revenues, and users get to see only the most relevant ads. It’s a win-win-win.
It’s important for marketers to understand that a future devoid of identity is upon us.
Exclusive advertiser insights on the challenges, opportunities and future of Connected TV advertising as a performance channel.
If you’re looking for a way to get your brand in front of receptive audiences this holiday season, gaming should be a part of your strategy.
AI is here to stay. The small businesses who are currently using tools powered by AI overwhelmingly agree that it is making their businesses more successful.
There will be bumps in the road – misunderstandings, communication and briefs that need to be clearer, individuals that cause friction, and a lack of structure that brings progress to a standstill.
A more transparent relationship leads to trust and ensures influencers feel appreciated.
In the categories of fashion, lifestyle and gaming, the study found that Black creators generate 10.5x the media value of their non-Black creators. You can find the full study here.
This first Impact Report describes the progress we’ve made towards that mission across a range of stakeholders from the period of June 2022 to June 2023.
All players have a role in providing credible guidance and advice around carbon emissions associated with marketing and the clock is ticking, so it’s time for everyone to roll up their sleeves and get to work on projects that will make a difference.
What does the CMO of the future look like? Spoiler: busy with lots of weighty decisions.
Seeing young-adult audiences gravitate toward more personalized and colorful products ranging from the clothes they wear to the phone cases they carry, Logitech realized there was an opportunity to create products that connect with these consumers.
In an AI world saturated with artificially generated content, relatable human experiences will be one of the few things able to cut through the noise.
Great marketing works. Having a fantastic product to market works more.
It’s only by analysing the effects of each tactic in detail that they can reach the next level in the journey to true marketing success.
Here’s how marketing agencies can drive client growth and add value during tough times.
We spoke to four leaders in adland about how they utilise their commutes, both to and from work, to gear them up for the day ahead.
Attention metrics are well on their way to transforming the way the digital advertising industry not only delivers campaigns, but the way outcomes are measured and judged.
Despite the rise of competitors, YouTube remains the dominant platform for influencer marketing programs. Here’s why brands ought to look at YouTube as a key part of their influencer marketing strategy.
Commissioned with Opinium, the Amazon Ads Streaming TV Research Report investigates the challenges and opportunities for advertisers in the UK streaming TV space.
The people in charge at Twickenham need to take a look at the success story over at Lords.
While viewability is a measure of an opportunity for an ad to be seen, attention measures whether the consumer saw, liked or engaged with the ad.
We can build more successful partnerships by rehumanising the process of hiring an agency and refocusing on what each side needs from the other.
Whether you’re hoping to get your resume past an ATS or catch the eye of an outbound recruiter, it’s more important than ever to optimize the information you share about your skills and experience.
As the world of digital advertising enters the next era, personalization will continue to play a huge role in achieving great marketing results.
Success in the new media and advertising reality is going to require brands to break things—patterns, siloes and, overall, conventional thinking.
In collaboration with Amazon Ads, Milk-Bone developed a distinctive, delightful campaign in 2022 that leveraged the power of Alexa for interactive audio ads and brand experiences.
With so much saturation, consumers easily become blind to advertising and it’s harder for the brand’s message to have any meaningful impact.
It is no secret that traditionally, the Cannes Lions Festival of Creativity has exhibited a lack of diversity. So, in 2022, Group Black set out on a mission to change that. And 2023, they returned to the festival on a mission to bring even more inclusivity to the beach than ever before.
With an overhauled meaning of the language, what the data marketers are expecting to see will be vastly different. This is one of the major sticking points for those transitioning to GA4.
By leaning into comedy, into creativity, our industry has an opportunity to drive the direction of culture, something that advertising, at its best, has always done.
Hispanic Americans represent a real and growing population of consumers and developing marketing, advertising and messaging that speaks to their unique needs can improve your overall customer portfolio, and if done well, your bottom line.
The success of your digital campaign among 50-plus consumers will depend not only on efficient targeting and a compelling offer, but mobile-friendly design and a seamless transaction mechanism that makes buying a breeze.
With constant shifts and changes in social media, creators face challenges when they over-rely on a single platform for showcasing and monetizing their talents.
For brands, there is always an opportunity to explore partnerships with prominent influencers in the gaming space, providing they allow the creators to remain true to themselves and their audience.
A challenge brief is like an equation. It should be formula based and methodical at every step of the way. Internal and external perspectives must be considered to work through the challenge to find the solution.
Today’s media and advertising fragmentation make data, technology and services more essential than ever before, and by leveraging the industry’s collective data-driven expertise, alongside respect and commitment, agencies will usher in a new chapter of agency-brand partnerships.
To effectively close the innovation gap in ecommerce, we need to recognize that we can’t do it all alone.
Given the crucial role the banking industry plays in the lives of the nation, surely there needs to be different business models where banks profit with their customers.
The power of brand to influence consumer behaviour is well acknowledged, but how can advertisers help their clients tell compelling and evidence-based stories to encourage people and businesses to make more sustainable choices?
Now, more than ever, brands can get closer to what employees want; using personalised tech as their lever into talent retention and supercharged productivity for tomorrow’s world of work.
We used to walk into pitches against the global networks feeling self-conscious about our size and maturity. Now, it’s a status we’re proud of.
If you can blend relatively basic KPIs with a nuanced understanding of your approach to investment, you’ll have a great fundamental base for your marketing.
OOH has always been viewed as a bold, splashy channel that makes a big impression and that perception is now enhanced thanks to the inclusion of relevant, real-time data.
Exclusive advertiser insights on the challenges, opportunities and future of Connected TV advertising as a performance channel.
Marketing shouldn’t be mentioned in the same breath as the air travel industry when it comes to waste—it’s a “bad look,” to say the least.
Ultimately, AI-powered insights are about driving performance for brands, and there’s never been a better time to take advantage of these capabilities.
Women’s sports have steadily gained popularity with a significant increase in viewership across a variety of leagues and tournaments on a global scale.
With these best practices, advertisers can future-proof their businesses against shifting consumer habits and privacy policies to deliver the right messages to the right people at the right time.
An intimate understanding of these audiences and cultures will shape the next generation of great consumer products, and the sports betting industry, too, is poised to experience its own revolutionary change in the coming years driven by Gen Z’s discrete tastes.
YouTube was both the place to build brands online and to see exciting, original content. But somehow, along the way, that’s been forgotten.
Human beings collaborating to be creative and innovative with ideas on how to connect brands to people who choose to buy into them is one of the most important investments a brand should use to succeed and thrive.
By continuing to invest in new creative technologies, automation processes, and activation platforms, marketers will be able to turn the challenges of the first half of the year into opportunities for the second.
By leveraging the potential of OOH and implementing innovative strategies, brands can connect with audiences on a deeper level and inspire action that yields more impactful results.
As the industry is pushed relentlessly towards the edge of the third-party cookie tracking precipice, innovations in contextual are ensuring that marketers can meet and engage with their audiences in the new privacy-first world.
By Pete Jackson, Head of Planning at Trouble Maker You’ve just spent a king’s ransom…
Consider the importance of a well-structured approach, and take the time to evaluate which platforms align best with your target audience and brand strategy.
For brands that take the lead and lean into the seven principles of the new economy lies an excellent opportunity for new growth, while brands who remain stagnant or do not move at speed will be left behind.
By James Willoughby, Head of Retail at Sense The retail landscape is not what it was…
By automating laborious, time-consuming tasks, industry professionals will be freed to concentrate on what they do best.
The transformational nature of AI is crucial in predicting real-time changes in automotive consumer behavior
Ad-supported offerings present very promising opportunities for marketers who are concerned about data privacy and the effectiveness of their advertising practices into the future.
With a tenth of global GDP accounted for by the travel industry, and many major destinations claiming revenues have already outstripped pre-Covid levels since the pandemic began to fade, it’s clear the sector is taking off again after being grounded for several years.
In a consumer market as sophisticated and nuanced as Asia, such hollow gestures fall flat. Dollars and polish might form part of a premium experience; but they do not, in themselves, define the concept.
By analyzing the performance of different versions of the ad and making data-driven decisions, developers can optimize their campaigns for better results and higher conversion rates.
The evolution of targeting and measurement capabilities in TV advertising has provided marketers with an opportunity to execute campaigns with greater precision and measure their true performance.
Improving your financial decision-making boosts your confidence and helps you make strong choices that grow your business.
Publishers need to perhaps remember that modernising their technology is only one part of the equation and that they need to continue to invest in quality editorial as well.
By going beyond surface-level problems and digging deep into the behavioral roots, we can unlock insights that have the potential to reshape entire industries.
As a recovering UK economy continues grappling with high inflation, the advertising industry is showing strong resilience by maintaining small but steady growth, according to the latest AA/Warc report.
Integrated marketing remains one of the most reliable ways to ensure that you steward your marketing funds, bring in the most leads to your sales funnel, and drive up customer loyalty. Don’t wait to start seeing results.
This will be a fatal mistake for brands as they begin to engage consumers in the metaverse, which, as we’ve seen, takes brand immersion to a whole new level.
If budgets allow, these should be part of the strategy, but as long as you’re doing at least something to talk to your audience in a meaningful – and helpful – way, that’s a great step in the right direction.
The volumes of media data that marketers deal with will only continue increasing. This means maintaining a unified source of clean media data has to be an ongoing task.
It feels like our industry is losing its optimism and succumbing to a postmodern form of cynicism. We are allowing our distrust in tech and other companies that have misused it to drive our vision for how it could be used creatively.
As with any innovation, there will be bad actors, but it’s up to governments to work to ensure that the number of those is kept at a minimum.
When it’s handled effectively, content marketing shouldn’t just take money. It can make money for your organization, too.
As brands continue to adapt and innovate, we can expect more engaging and memorable activations that redefine the boundaries of consumer-brand relationships and help businesses thrive in an increasingly competitive marketplace.
Nostalgia is often dismissed as the preserve of older generations, harking back to a rose-tinted, long-gone view of the world. But, in reality, it is an intense human emotion that works across all ages – and music can unlock its power and energy in ways that little else can.
In confronting the realities of data loss from changing regulations and standard industry practices, publishers need to look beyond quick fixes and to think long-term.
Cannes Lions 2023 touched on many trends (from the rise of AI to bringing back…
In light of the ongoing Women’s World Cup, we wanted to explore the ever-evolving landscape of fandom.
Invest time and resources in developing your brand, and it will pay off in the form of increased customer loyalty and long-term business growth.
The lines between commerce, social, streaming, and gaming platforms have blurred. Often our digital identities are fueling how and where we shop.
In a rapid-fire market where trends evolve by the second, beauty brands are continuously faced with the pressure to evolve alongside their environment. But how do companies know when it’s time for a brand reinvention?
Businesses are eager to reduce that impact while leveraging the benefits of technology. The question is, how? That’s where the concept of green IT comes into play.
After another apprehensive quarter for the advertising industry, IPA Bellwether findings show resilient growth, including modest net Q2 budget uplift of 6.4% and revised forecasts that ad spend will only fall by 0.6% this year.
Advertising week recently sat down with Tony to discuss with him his approach towards skateboarding, facing his fears on and off the board.
For marketers looking to capture the next frontier of creativity and effectiveness, it’s not about choosing to use AI or enter into the metaverse, it’s about dancing with these technologies and imagining new worlds where there’s no boundary on what’s possible.
Advertising week recently sat down with Bethenny about the balance of running a business and meeting political norms in today’s day and age.
As CTV advertising continues to grow in Europe, LG is working hard to meet advertisers’ demands for inventory and continue to expand their offering and accessibility to marketers.
The combination of different AI technologies will give marketers the opportunity to truly increase the effectiveness of their campaigns and drive consumer attention.
By using simpler language, we invite more people into a relationship with art with the sort of fervour that rivals the watercooler discussion of any drama series finale.
ATV has already upgraded linear TV advertising, but CTV is now forging the category’s future.
What with the recent release of Netflix’s latest sports series ‘Tour de France Unchained’, and the conclusion of the Tour 2023 this weekend, it might be time for brands to start considering whether they’re making the most of an excellent marketing opportunity.
Sidestep the outdated industry rhetoric and tune into to what’s going on around you, rather than looking no further than the news that is curated for you.
Better targeting, engaging and converting of back-to-school shoppers requires unparalleled activation data.
Don’t be afraid to buck the trends, open doors and embrace opportunities to elevate trailblazers.
CTV offers DTC brands an opportunity to extend the value of their audiences and gain an edge over their competitors, whether they exist as digital natives or more-traditional direct marketers.
According to a 2022 report, 87% of U.S. consumers believe the metaverse will play a significant role in the way they interact with brands and 69% of marketers stated they were looking to build more experiences in metaverse-like environments in 2023.
Web 2.5 can help by familiarizing consumers with the Web3 technology while also helping brands and marketers position themselves as leaders in the revolutionary space.
Despite the strong proof of enduring benefits around brand purpose, if committing to a purpose-driven transformation doesn’t feel right for your brand, it probably isn’t.
From police forces to politicians to TV presenters, trust in the establishment has sunk to an all-time low. Mike Foster, founder and strategic creative director at Straight Forward Design, asks how brands can step into the breach.
Marketers were once able to rely on third-party cookies and other identifiers but, as these fade away and privacy regulation grows, they need to consider ways to continue delivering relevant advertising while ensuring they keep customer data safe.
With the global digital audio advertising market expected to leap beyond $10 billion in spending this year, it’s clear that advertisers are waking up to the success that digital audio formats can deliver for their businesses.
Today, brands and retailers need to consider their supply chains from a consumer mindset to ensure brand loyalty.
Let’s cover how agencies can implement automation to boost efficiency, decide what to automate via external partners and what to automate in-house, and identify next steps to reap the benefits of automation.
Photo: Igor Alecsander/Getty Images By Samuel Malave Jr, Creative Insights Manager, iStock and Getty Images…
Ensuring that brand messaging hits the perfect note with its audience is the key to successful marketing and brand loyalty.
We sat down with industry veteran Pierre Naggar, Director of Sales, UK at MINT to discuss the key challenges for brands in managing digital advertising workflows, why brands should focus on campaign metrics vs audience data, and why AI is not coming for your job.
The choice to use music or not use it, is crucial, but it’s a choice you must make, not one to just let happen
If your current restaurant loyalty program is missing the data to launch these kinds of personalized retention campaigns, not all is lost!
This year’s Cannes Lions Festival had it all – from parties and out-of-office ‘meetings’ to panels and discussions honing in on the trends, opportunities and challenges of the advertising industry.
When it comes to clearly defining advertising performance and effectiveness, the substance means the difference between wasting spend or positively impacting the business’s bottom line.
The possibilities here are endless and extend across verticals – particularly those who traditionally have been data-poor, like automotive manufacturers.
For businesses as both employers and as brand owners, the LGBTQI+ community and its allies are important demographics to consider and support through Pride, and Pride related marketing and promotions.
Gaming offers the high attention medium to meet billions of consumers and directly engage with them in ways other formats just can’t
In a technically complex digital advertising landscape facing significant economic headwinds, success relies on efficiency and ensuring that every dollar spent on advertising delivers real, tangible value.
The world has become dependent on a free and open internet, but the financial foundations are shifting.
Veteran marketer and brand strategist Amani Duncan has spent nearly three decades honing her ability…
NBA Star Chris Paul sits down with HBCU students from across the country to discuss his upcoming book, Sixty-One: Life Lessons from Papa, On and Off the Court.
As the digital advertising landscape has evolved into its current form, it’s evolved into two distinct areas, both essential for marketers: the Big Tech walled gardens, and the open web.
It’s a bit late now to be considered an early adopter, but there’s still time to switch over to GA4 before Google forces everybody to.
Can we claim to understand a person if we overlook the content they consume, the information they engage with, the contexts they navigate?
I can recall a time when business culture and culture culture were not only separate, but uninterested in each other. Boundaries were present. But today, business culture is culture. And it’s about time we recognize it.
New work from Barkley provides teens free access to gyms, prioritizing physical and mental health
Game developers and marketers must explore innovative and effective strategies to stay ahead of the curve.
Here we’ve selected five that lay out some of the most important considerations for brands crafting their CTV strategies.
Mobile apps have grown in relevance and popularity as a safe and effective way to interact with customers.
There are three steps you need to follow if you want to succeed with your data strategy: pick your objectives, build the data foundation, and then activate data.
As well as Google’s own algorithm changes, there are also developments in third-party cookie regulations that marketers need to be aware of, and the developing capabilities of AI.
Disney. Lyft. Buzzfeed. Whole Foods. From big brands to small businesses, from layoffs to closures, the recession is affecting everyone.
This struggle between studios and writers may be an age-old challenge, but this strike shines a light on something that should make every advertiser take notice.
As the industry continues to grapple with obtaining usable attention metrics, neuroscience provides a path to better outcomes that are increasingly agile, affordable and accessible.
Broadly speaking, a customer effort score measures how easy or difficult it is for a customer to resolve a given issue with a company’s customer service team.
Zero-party data, information shared directly by consumers offer compelling opportunities to leverage existing digital infrastructure to collect customer data.
The real change doesn’t come when we discuss sustainability on a yacht. Real change happens with two additional steps.
Curation and adventure in film and television have been eviscerated by the algorithm. When Blockbuster was a thing, picking a film to watch was actually considered an outing.
It is clear that having clean customer data delivers a better understanding of customers, improves targeting and ensures a standout customer experience.
As global leaders prepare to immerse themselves in the prestigious event, they are naturally curious about the trends and themes that will shape this year’s festival.
Here are three tips for marketers looking to reach this ‘holy grail’ audience.
The push for a more inclusive and diverse advertising industry is becoming a priority not just for marketers, but for consumers as well.
Mining the quantitative and qualitative data on Asian American consumers can result in the understanding needed to engage this coveted population segment in an authentic manner.
This report is just a small sample of Claritas’ vast data and insights that are available to help drive more effective marketing.
Coupling innovative technology such as image streaming with contextual targeting can achieve the relevant, brand-safe placements brands dream of.
I am about to throw another wrinkle in your plan, because I can tell you, without a doubt, that creator content outperforms brand content.
Three industry domains are utilizing metaverse technology to enhance consumer experiences
We spoke with leaders in adland to get their thoughts and predictions for this year’s festival, from emerging technologies like AI and AR to sustainability and purpose-driven campaigns.
By identifying problems and using the appropriate technology as a tool to solve them, there is the opportunity for brands to deliver innovative solutions that push the boundaries of what is possible.
While everyone likes easy money, there is a silver lining to the newfound focus on every dollar spent in advertising. With more measurement in place, we’re in a better position to keep track of our carbon footprint.
A sonic identity is the essence of your brand translated into sound. It’s the idea that sound or a set of auditory elements are essential to distinguishing your brand and building a preference for it because it has something interesting to say or add, and is worth paying attention to.
To bridge the gap and effectively engage different subgroups and communities, financial services firms must offer equitable opportunities and ensure that their workforce reflects the diversity of their customer base.
As a more flexible, feature-rich, and cost-effective solution, cloud calling is poised to carry enterprises into the next phase of hybrid work and empower tomorrow’s businesses to perform at their best.
TV is experiencing a rapid evolution, fuelled by European marketers’ ongoing interest and investment in advanced TV channels such as video-on-demand (VOD), connected TV (CTV), and linear addressable.
While most of us are now comfortable being back in the room, the halfway house of hybrid chemistry meetings and pitches seems here to stay.
For adtech companies, it’s a question of who can adjust soonest to be the pioneer who powers the shift from the open market to direct.
With AI, advertisers can spend much less time creating pictures and texts for the ad, personalize ad content, and target audiences based on their behavior, interests, and demographics, resulting in higher engagement and conversions.
You can’t stop progress in terms of technology. But if you’re selling a human experience, you can’t pretend that a robot is doing that.
As a data driven marketer – who is also human – with human teams on the job — you have to recognize the inconsistencies and flaws in human decision making and then think, “OK, how can I build AI & data into my decision making process”?
Anonymized data based on consumer opt-in intent is the future. Meanwhile, consumers continue to demand more personalization, and providing more relevant, personalized content catches better attention, ultimately driving ad performance.
Applying test and iterate methodologies, and empowering marketers to make adjustments with pace, will become the centerpiece of the work.
Pegged as the ultimate metric to understand the relationship between format, placement, creative and ad effectiveness, how does the attention economy work in practice?
Like any dependency, the industry’s reliance on tracking cookies can be replaced by habits that are both more sustainable and beneficial.
Brands that use data to create connections with consumers, and tell authentic stories, will be successful in the internet of the future.
With explosions visible on the horizon, I found myself and my family confined to our house in a village 15 miles north of Kyiv.
If we’re looking to move the needle forward on VR’s effectiveness, we need to start with clear objectives on what it can do to make a better experience for consumers…not just a flashier one.
While cookie based audiences are easy—simply select the audience you want to target in your DSP of choice—business data integration requires APIs and manipulating the bidder through different integration points.
Marketers looking to advance their careers should consider doing a zig zag. instead of just moving up, try moving to a new industry.
Now that they have much more choice and freedom in how and where they spend their time, brands have to allocate spend to meet new clients, customers and employees not just where they are but where they want to be.
Whether you’re launching or expanding a program, be sure to do the foundational work to get your brand ready for success in partner and affiliate sales.
As brands prioritize diversity and inclusion, they need to ensure intent and education converts to action.
With advertisers increasingly vying for consumer attention in a saturated market, finding a competitive advantage is essential for brands to stand out from the crowd.
For AAPI Heritage Month, we sat down with Lynnwood Bibbens, CEO of ReachTV, and Keshia Hannam, Editor in Chief of Eastern Standard Times, to discuss the important and impact of their partnership.
There’s only one way to grab hold of Gen Z: provide good experiences and then amplify those offerings within the language of social media.
By using MMM, marketers can gain a more accurate understanding of which channels are truly contributing to the bottom line.
By Danny Shepherd, Co-CEO of Intero Digital Influencer marketing has become a popular strategy for…
The premium brand market is highly competitive making it crucial for brands to stand out. The vast majority of premium brands have a more serious slant to their creative work.
Research commissioned by Advertising Week and conducted via Cint reveals a disconnect between leadership teams,…
Marketing teams have many of the same challenges wherever they work, but looking across the divide and communicating every now and then will ease difficulties each sector thinks they are facing alone.
Devising a marketing localization strategy that accounts for all the above facts and automates key processes can help you save time and money.
Measuring learning outcomes via tactics like influencer surveys, audience polls, and multivariate testing uncovers valuable qualitative insights for brands.
It’s becoming increasingly clear that for brands to truly understand their audience, going back-to-basics is the most innovative approach to take.
The 50+ audience has the spending power, freedom and flexibility to enjoy a wide range of travel experiences, and they’re making plans now.
Finding a sustainable, cost-effective way of reaching consumers, combined with closer relationships between advertisers and publishers, is where it all begins.
Although the GDPR was introduced with the aim of protecting personal data, its effectiveness has been undermined by several key factors.
