As one of the first generations to make the switch from an offline to an online world, the same old tactics don’t apply.
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Consumers 50+ are a must-win demographic that can represent significant bottom-line value to any real estate or home products or service marketer.
The advancement of AI provides tools at our disposal, not machines competing for our jobs: so AI is more of a companion than a rival.
Linear and traditional media have a chance to use channels such as TikTok and others to enrich a story and create interactivity by using the platform in more dynamic ways.
Using predictions-based marketing allows you to automatically engage your audience by requesting their input, which allows people to showcase their knowledge – a thing most enjoy.
Adding música to your digital marketing efforts to engage multicultural consumers can deliver wonderful results during Hispanic Heritage Month and all year long.
As the industry learns to adapt to the evolving privacy landscape, app developers need to find new ways to bridge the gap between fragmented and incomplete data.
Nurture those connections — engage with them, listen to them and act when required, and you’ll convert those customers into your biggest cheerleaders, all while improving your business for the better in the process.
Advertising which tells real, inclusive stories well will always have a solid chance of going that extra mile and winning a “diversity dividend” too.
As brands prioritize diversity and inclusion, they need to ensure intent and education converts to action.
Take these steps to start thinking and acting like a trusted leader
From prioritising privacy, value, and visibility, to the nature of the event itself, DMEXCO attendees weigh in on which trends and opportunities caught their attention.
All to say that now’s the time for more advertisers to step up to the plate and bring female-focused stories forward.
As both sides of the advertising ecosystem become progressively more aware of how closer collaboration can unlock these many benefits, innovative partnerships are cropping up throughout the ad tech space.
She’s here and she’s just gonna be herself! M&M’S, proudly part of Mars, is expanding its spokescandies to include Purple, the first new character in a decade.
Deep Learning algorithms analyse offers and how attractive they are from a user’s perspective. This approach makes it possible to implement a strategy where there is otherwise no clear pattern for a particular group of users.
Streaming platforms are now in warfare on multiple levels, advertising dollars and subscribers, which will continue to rumble on.
There’s no doubt there are challenges ahead for traditional publishers. But they will always have an ace up their sleeves.
A shift to direct sales, proprietary audiences, and contextual targeting will indeed be very challenging for one segment of the open web: low-quality long-tail sites.
Looking ahead to the next decade, I know there will be a time when reinvention is needed again. And amidst the changing tides, I’ll be anchored by these foundational learnings.
Increase spending, but smartly – by following these three recommendations.
Platforms need to adapt and change, allowing Gen Z to express itself freely without fear of being labeled or too rigidly placed within demographics.
Ultimately, if we focus on getting the basics right of delivering an amazing connected employee experience and continue to innovate we can solve for the future of talent, and impact our businesses in a positive way.
Using personalization data allows sales professionals to break through all the noise and make a real connection with people on the first try.
Gatsby and Blocky are two best friends with incredibly unique backstories. Anyone, whether you’re in the crypto space or not, can relate to them. Let’s learn more about each character!
Back to school shopping doesn’t need to be a stressful experience for consumers, as the capabilities of conversational ads streamline their purchase journey.
Focus on getting the most immediate bang for your buck now, and make sure you’re setting up a plan to extract even more value down the road—your 2023 self will thank you for it.
It’s time to laser focus on the voices who’re leading and igniting conversations that genuinely matter against brand and business goals – and set the right KPIs that support these.
Don’t miss out on growth opportunities by underestimating this powerful element in a marketing strategy.
Brands can see far beyond the creative horizons of the past, generating boundless worlds and stories. The only restriction will be the limits of our imagination.
Businesses that free themselves from the reliance on outdated tracking methods and digital modeling will be able to build more valuable customer relationships and weather an unpredictable economy.
Brands that design more accessible solutions open their tent to serve more customers and serve them better.
Marketers that capture the loyalty of multicultural groups today will be well-positioned to grow with these audiences in the future.
The Gecko’s latest adventure, helmed by The Martin Agency and Cut+Run, reveals how unsolicited advice could potentially lead to the beloved Gecko transforming into the kind of lizard for whom life, uh, finds a way.
There is no denying that the last two years of the pandemic put health at…
Excerpted from The Innovator’s Handbook: A Short Guide to Unleashing Your Creative Mindset.
Finding partners who have their own inventory — be it a specific distribution network, platform, or person — will be key to advertising in the new age of mobile marketing.
We are excited to announce the release of Claritas Attribution 3.0, which brings significant improvements to the accuracy and breadth of reporting available from our suite of Optimization solutions.
The Claritas Identity Graph powers a full suite of solutions to help marketers maximize their efforts across the entire marketing spectrum.
Ultimately, we are only scratching the surface of the possibilities of live linear OTT in Asia Pacific.
Personal data is a hot commodity; it’s the fuel of marketing. By offering consumers a fair value exchange for their data, brands can topple the tech giants’ data monopoly.
Take a gander at the new global ad campaign for Emirates starring its latest brand ambassador. Choose to “Fly Better.”
Hingie still exists and this can only mean one thing. While previous Hinge campaigns have seen great success with millennial daters, the app is expanding to the next generation of Gen Zers.
Many consumers want brands for other reasons beyond just price-driven value, even as they juggle their budgets.
Google is here to help retailers turn curiosity into customers this holiday–whenever, wherever, and however they choose to shop.
Use these five data-backed creative strategies as a starting point for your next auto ad.
By investing in online video and connected TV, brands can take advantage of changing consumer behaviors and new, emerging content formats on platforms such as YouTube.
Aveda and Kraft Heinz have united around a common theme — meeting customers where they are.
Bold thinking can unlock endless possibilities in the B2B space.
Brad Moranchek, head of global media at Kimberly-Clark, joins Amy Margolies, head of business at YouTube BrandConnect, to share how the brand collaborates with YouTube Creators to tell authentic, compelling stories about its products.
Episode 3 will share the most important factors that drive purchases for B2B buyers – and how you can set your team up for success with “must-win” marketing activities.
Consumer behavior may remain in flux, but our digital transformation means that Mondelēz International brands can easily identify the customers who offer the greatest value, reward them with relevant campaigns, and improve performance and overall growth.
How Mondelēz International Took Global Initiatives Local by Making Customers the Heart of Everything
Hear from global and local leaders across Mondelēz International, and its brands Cadbury and Oreo
Retailers must be prepared to adapt their offering to deliver both short- and long-term solutions to their customers to ensure they remain loyal and chose to spend their money with them.
Our second episode will cover key buyer satisfaction drivers, pain points, and ways to maintain top-of-mind brand presence. Join us to learn more about how to meet evolving B2B buyer expectations.
By adopting a flexible measurement strategy that focuses on long-term growth, brands can still make meaningful connection points with the consumer throughout their journey.
Over the last few years, we’ve gone through all our products and set up our site tags in a way that’s consistent, durable, and scales with our measurement needs.
This Route to Ready video focuses on digital transformation in creating new customer experiences.
To maintain growth, the work of brands is twofold: Convert existing demand while creating a pipeline for future demand.
Jaylen Baca, a privacy global product lead at Google, explains how to think about the privacy landscape changing to first-party data, and why creating a fair value exchange with people can help you build relationships based on value and trust.
Episode 9 will focus on customer-centric trends fueling the future of automotive including earned loyalty, personalized experiences, and frictionless purchases.
Join us for new higher education and employment research conducted with Ipsos, as well as a fireside chat with Jessica Jensen, Chief Marketing Officer of Indeed
Our CPA at the lowest stage of the funnel was 55% lower than that of the in-stream-only campaign.
As creators continue to blur the line between traditional and digital, sports fans like me and my college pals are shifting to watch even more, together, on CTV.
To continue driving recovery and capturing demand in 2022, we’re launching a new Travel On Air series.
Sandeep Seth, CMO of COACH, shares how the brand embraced video experimentation to understand how to make effective YouTube ad creative.
Amid a fast-changing media landscape — where viewers determine what, how, and when they want to watch content — brands have an opportunity to move quickly to reach people where they are.
Learn how Rothy’s were able to use automation to increase impressions, conversions, and revenue.
Careful consideration of financial decisions has become the norm as financial consumers navigate banking, lending, and payment offerings in a world of constant disruption.
Creative is fundamental to campaign success. No matter what your goals are, a centralized suite of tools can be used to drive both efficiency and scale.
Advertisers have many options to connect with multicultural audiences — staying relevant during key moments, leveraging tools to inform targeting decisions, and, most of all, keeping these audiences top of mind when creating video content.
To ensure the best work, brands must also empower creators with trust, partnership, and practicality.
From feeling inspired from a cooking recipe or trying to figure out how to tire out your dog, these days inspiration can strike anytime, anywhere–presenting unique opportunities for retailers.
In this segment, Vista (formerly Vistaprint) CMO Ricky Engelberg and EVP and Chief Data Officer Sebastian Klapdor discuss planning and budgeting.
In the pandemic and post-pandemic era, successful businesses focus the efforts of diverse teams on the needs of their customers to travel the digital transformation road together.
Join Etsy’s VP of Analytics and Strategic Finance, Gerald van den Berg, and Tinuiti’s Chief Solutions Officer, Obele Brown-West, as they discuss their unique approach to planning and budgeting.
Artur Martins Artur Martins, SVP global chief brand officer and chief experience officer at Kia,…
Google is launching a quarterly Finance webinar series that will highlight how financial services marketers are fueling digital transformation.
The Google Ads privacy playbook has been recently updated to better represent how Google is…
Shannon Everley, Head of Acquisitions at Grammarly, shares how the brand uses a YouTube full-funnel strategy to get the most out of YouTube Ads.
Just as employees are reevaluating their lives and evolving their approaches to education and career mobility, businesses need to reconsider their internal processes.
Besides the client-side benefits inherent with constant API parity, your team—no matter what its size—can use its mental and physical bandwidth on business drivers, customer relations, and other high-value, high-satisfaction efforts.
Partnerships, especially those that are more unusual, are clearly reliant on being appropriate for the context in which they are launched.
Creators are authentic and passionate about what they do, and brands who aim to capitalize on the strong relationships that creators have with their audiences need to afford them more freedom and autonomy to do what they do best.
When you build a culture of understanding and acceptance, the prosperity will follow.
If you want your idea to thrive, it’s important to have an integrated process throughout the idea’s lifespan
Producing striking and unforgettable campaigns, backed with the right technology and data, will guarantee engagement, brand recall, and ROI.
By leveraging thoughtful creative strategies and dynamic tools, we can reconcile advertisers’ needs for frequency and viewers’ needs for diversity to deliver an experience that’s considerably more ideal for both.
As advertisers, it’s imperative to understand these shifts to better understand what’s coming next and to adapt our content and strategies appropriately.
Marketers need to change their way of thinking, shifting from a mindset of where is Gen Z to a mindset that reflects understanding the generation and the content they want to see.
NFTs and Web3 are investments that really allow that one-to-one brand-to-consumer connection to happen.
By understanding specific opinions, organisations can better understand where change needs to take place, and determine the direction for future commitments surrounding diversity, equality and inclusion initiative and action.
All this flexibility highlights the beauty of tapping influencers for your marketing: You’re not handcuffed by just one destination or one partner to attract a customer.
At MGID, Michael oversees the company’s strategy to cement its status as a pioneer in native advertising. We had a chance to sit down with Michael and discuss brand safety, contextual advertising, and more.
Duke’s Mayo, for the first time in its 105-year history, is personifying its brand with a mascot.
While many of the benefits of the metaverse will help improve education and training for future physicians, the opportunities stretch far beyond
Neumann is the recipient of 12 industry-associated awards including the 2019 OnCon Icon Top 50 Marketer Award as well as the 2015 AMA Atlanta Marketer of the Year Award for Integrated Marketing Campaign, Interactive Marketing & Social Media Campaign.
Restaurant apps coupled with customization, which hopefully your business can learn to curate and find a sweet spot for success, translate into increased customer engagement and ultimately, enhanced sales. What better way to weather the perfect storm?!
Ultimately, to build a great brand, you need to know what you believe in and be willing to stand for it. That takes courage, but there will always be space for brands with a unique point of view.
No matter how an economic recession may affect your business, automation offers an overall chance to do more with less—and its gains will continue to prove value when happier times come.
Bringing Poppin’ Fresh back to his primitive roots might be the nostalgia the world needs right now.
When it comes to upskilling there’s no time like the present.
Don’t seek efficiency in the typical places by lowering the quality of your marketing. Boost it by going local. Your stores, franchisees, and shoppers will thank you.
It’s imperative as an industry that we provide brands with a guarantee for brand safety. Supplying the right tools and intelligent technology solutions can enable the industry to grow in a way that is also safe for advertisers.
Retailers are experiencing a realisation post-pandemic. While stores were closed, those with loyalty programmes were able to keep in touch with customers.
Thanks to the greatly improved state of data analytics and measurement, if you embrace this holistic approach, you will benefit from an almost constant learning state.
If a campaign’s tactics and messaging aren’t adapting to voter reactions to real-time shifts in the macro environment around them, they very well might end up as the next case study in “how did we not see this coming?”
Yes, choosing a path can be daunting. Be bold, be fearless and take control now.
As we brace for a recession, we as an industry must carefully consider our current models of measurement and targeting.
The metaverse offers endless possibilities for brands. But in order to take full advantage, we must take heed learnings of the past and build a new environment that all are able to enjoy.
It’s August and Snap, Crackle, and Pop — and Kellogg’s Rice Krispies — are all officially ready for the Halloween season.
It’s gr-r-reat news in the gaming world! Tony the Tiger, the beloved brand mascot from Kellogg’s Frosted Flakes, is now the first-ever brand mascot to work with video live streaming service Twitch.
This session explores how to overcome the challenge of connecting with audiences across different geographies and provides actionable insights that you can implement in your visual strategy.
Hindsight is indeed a wonderful thing, so marketers must use it to look to the past to survive the future.
The best way to win a price war is to avoid engaging in one.
We are proud to present this year’s Advertising Week APAC 2022 Trends Report, provided with Clear Hayes.
Bolstering your SEO is a way to help safeguard your digital business during an economic slump.
Cookie deprecation is causing a good deal of anxiety in our ecosystem—even with the recently announced Google Chrome reprieve of its disappearing cookie until 2024.
In 2021, WHISKAS® worked with MediaCom and Amazon Ads to better connect with tech-savvy pet owners.
With digital savvy consumers and business decision-makers having high expectations from brands, and expecting a much richer, seamless and consistent experience in terms of content, the combination of a DAM and cloud-based delivery is a win-win for all.
Here are some of the top ways to optimize your content marketing ROI right away.
Sanjay Nazerali of dentsu X dives into how companies can connect with consumers in more meaningful ways through purpose, messaging, and action.
The automotive advertising world is being impacted and challenged, but it also can embrace new innovative routes to create market differentiation.
Whoever solves these challenges, and solves them in disparate group contexts — public, private, charter schools, co-op schools — will be a hero to parents and their investors.
Brands and marketers need to look at the new privacy ecosystem not as a threat, but instead as an opportunity.
There’s little doubt that video content marketing works, which is why so many brands use it. The key is to exercise thoughtfulness and patience when it comes to evaluating each video’s success.
While digital advertising is not brand new, its usefulness is valued because it is so trackable.
While entrepreneurship is exciting, it requires some industry research, substantive data and creativity to help you stand out from the crowd.
Whilst we are seeing a significant shift in travel, tourism and long-term moves, creating a clear and defined destination brand can hold significant power for a location.
Companies, employees, and the general public are still negotiating continuous challenges in the world of work, finances, and leisure, be it by navigating different prices, staff shortages, absences, or a change in services available.
What kind of company are you and what kind of company do you strive to be?
By ensuring these five areas are working together in harmony, marketers and advertisers can ensure that they are able to harness the power of attention within their campaigns.
Equity was what the Black Upfronts promised black-owned media companies. Instead, the landscape feels more barren than ever.
If you have ever used the social media scheduling software Hootsuite, you might recall the presence of a cheeky owl there to greet you. This is Owly, the Hootsuite brand mascot.
Greater transparency comes with close collaboration with your technology provider. Part of that means using a shared language to communicate your brand suitability preferences and safety needs.
Here are some things I learned along the way for brands and businesses to consider when working with influencers.
When a brand does decide to engage, having the right internal and external team is essential to figuring out what a brand’s values are, what causes are important to them, and how they speak about those causes when the time comes.
It’s time companies switch from the old way of doing things — asking for feedback — and start gathering feedback through their customers’ behavior.
We’re calling on other agencies across the industry to start their B Corp journey, and as such, I’d like to share six key pieces of practical advice for those who want to achieve the certification.
As we move to a world beyond cookies, as an industry we have the opportunity to build a better internet that is based on new levels of trust and understanding, but which preserves the value exchange of relevant advertising for amazing, free content.
The biggest legacy the Women’s EURO can leave England is a rise in grassroots football – where there are hugely important societal benefits at a local community level to be made.
Netflix doesn’t need a big, bombastic ad service to dominate, and it has no interest in helping brands solve their existential media problems.
While every marketer has a few tricks up their sleeves, MrBeast teaches us what it’s like to be a marketing magician, masterfully combining channels and functions to meet the needs of his growing audience.
Halloween cereal enthusiasts, get ready to scream your spooktacular hearts out! It is the start of August 2022 and General Mills’ Monster Cereals are back earlier than ever.
What’s more detrimental than a public break up of a relationship or deal, is witnessing a brand that bends in all directions to get the deal done, at the cost of losing sight of what it stands for.
As the Metaverse becomes a more popular place for consumers to gather, issues surrounding the behavior of some and how to enforce standards will become further pronounced, and as much in the mirror-world, tough to predict.
The creative world, alongside other disciplines, needs both specialists and generalists. But it’s time to correct the misconceptions.
For businesses assessing the programmatic industry, long-term thinking should become standardized, with companies proactively building privacy into their infrastructure and practices. Businesses that wait will fall behind.
Businesses – with the help of experts – can use technical tricks and proxies that help to make comparisons, develop scenarios, or use test & learn approaches.
With TikTok’s ad revenue set to increase from $3.88 billion in 2021 to $11.64 billion in 2022, it’s clear that this platform will have staying power among brands, marketers and consumers themselves.
Fueled by new-gen tech and a boom in digital retail, the back-to-school season will be more profitable than ever this year: but brands that thrive will need to do their homework.
A review of System1’s database for recently tested ads in this sector provides a veritable case study in utilizing fluent devices effectively–specifically characters and creative tropes–to drive distinctiveness in an otherwise crowded category.
People can’t fault a brand for wanting to turn a profit or increase its target reach, but they can — and will — choose to buy only from one they feel aligns with them and is worth supporting.
A Q&A with Chris Hogg, Global Head of Platform Sales at Lotame
Putting yourself in your customers’ shoes is critical to understanding their needs and how you can be of assistance without becoming an annoyance.
What happens when there’s a Toys”R”Us inside every Macy’s?
Marketers’ avenues for advertising are fast multiplying within Snapchat, making it paramount for brands to remember that delivery is only half the story.
Now is the time for action. Begin testing different solutions that do not rely on identified users and develop effective strategies that can deliver performance and scale.
Bringing attendees content they can’t look away from will not only give your attendance and engagement numbers a boost, but will turn up the fun in an otherwise mundane process.
Making Waves: How Coca-Cola Wows Customers Every Christmas by Leaning Into Creativity and Innovation
Coca-Cola has become synonymous with the magic of Christmas and every year they find new ways to delight and engage their audiences.
Jennifer Pelino, EVP Global Media, IRI, sits down with Amazon Ads to share how her company is using audience and brand insights to help build meaningful connections between brands and their customers.
ShowHeroes Group recently teamed up with market research agency COG, in a groundbreaking study that looked more closely at the behavioural impact of CTV as an emerging tech.
When advertisers securely share first-party data with the supply-side, retailers and publishers can segment their respective audiences for targeting on their sites.
It’s time to peer beyond the deprecation of cookies and find out what tech’s really going to look like in a few years – and what this means for the free press we know and love. Outbrain’s Masahiro (Max) Ueno, managing director JAPAC, takes a look into the crystal ball.
Richard Reeves, Managing Director, AOP discusses why it’s important to not only attract diverse talent, but also retain it, and why publishers can’t be ‘diversity-washing’.
Advertsing strategies built from consented first-party data and without the use of sensitive third-party data will go a long way toward building a more responsible web and restoring consumer trust.
To help ease the pressures on content teams, download this guide and learn how to scale your video content and become prepared to navigate today’s quick shifts.
To craft your brand in these new spaces, no need to obsess over control when balance does the trick.
There is no doubt that the club level of the women’s game is still playing catch up with variations in standards affecting credibility, but this is changing.
If advertisers can look beyond the chaos of the current moment to see the opportunity that it presents, they will find new spaces to innovate, grow, and thrive even in the challenging conditions that lie ahead.
Political campaigns must use context to meet voters where they are, and at the right moment, to be most effective. And that just might mean meeting a potential voter in the metaverse.
For traditional marketeers, TikTok can seem really unnerving. It’s an unexplored space and success means making your brand vulnerable.
The industry’s reliance on data to create relevant campaigns has led to an explosion of automated technologies to process and analyze the available data more efficiently.
Advertising Week spoke with Durand in depth about the future of streaming vs. linear, media buying strategies and measurement, and her company’s innovative approach to performance video and media buying.
Learn how these Twitch creators work with brands to create an authentic and engaging experience for their followers.
It turns out that what’s good for employees is also good for companies, and it’s time to recognize your employee experience as a high-impact investment in your brand.
That’s a huge amount of change and, in this context, figuring out what the future of advertising might look like and building the ability to remain relevant in it is a very pragmatic, even an existential exercise – not just a theoretical one.
Brand mascots are some of advertising’s hardest working employees, after all, and they deserve a little break. Let’s see what they’re up to in during summer 2022 as observed through their tweets on Twitter.
We wanted to explore the challenges facing brands today, and understand how smart marketers are overcoming them. So we got together some of the best and brightest minds in the business at Advertising Week Europe to talk through the big issues.
While the metaverse is the new bright, shiny object for marketers, consumers are still lagging in fully understanding what it is, or even how to find it — and rightfully so.
With four-day workweeks steadily becoming “a thing,” we wanted to know if it’s possible and, if so, how to pull it off gracefully.
Google decided long ago that brands would have to spend money to defend their most precious assets from their competitors: their brand names.
The challenge for marketers is to shift out of sharing and showboating ‘what if’ mode and find smart hacks to get real quickly, to determine what’s useful and what’s not for their brand and business – and get the most out of that process.
In the fragmented, fast-paced world of digital retail, super apps carry the promise of a Midas touch with the provision of simple, slick, one-stop lifestyle services.
A Conversation with Victor Lee, President of Advantage Unified Commerce
The idea of combining commerce-related initiatives across advertising, marketing and content is only a matter of time.
Claritas data clearly shows that the metaverse is not just for young gamers – enthusiasts include millions of older professionals, some with median household incomes as high as $232,777.
While we hope the uncertainty and craziness of COVID-19 are in the rearview mirror at this point, we can take the lessons we learned and how we evolved as we move ahead.
As people become more aware of the consequences of their purchasing behaviours, they’re looking to drastically reduce their carbon footprints and stick with brands that help them do it.
When launching into a new market, get on the ground, do your homework and educate yourself about that market.
The advertising business needs to optimize and develop customer support, which is the key to building a successful software business today.
The metaverse is still in such an early stage that there really isn’t a reliable playbook on how to succeed there as a brand.
Even if Glastonbury isn’t appropriate for you, wherever your brand is presented with an opportunity to engage in person with customers, these examples highlight how you can present yourself as helpful and credible to make a connection.
The future is full of possibilities, and with gaming firmly sitting at the center, I can’t wait to see what sorts of ideas, activations, and campaigns we will be able to experience.
Over half of consumers now feel online experiences are more important than in-person ones – so it’s more vital than ever to imbue a new generation of digital journeys with deep-rooted emotional connection.
The recovery report shows small businesses continue to adapt and prioritize a variety of strategies as market challenges remain constant.
The one way guaranteed to make Flo swoon for you? Endlessly repeat “bundle and save” to her. Or sing the bundle song that she’s thinking about. You know the one!
By Chris Jacks, Director of Growth Strategy, HireInfluence The right influencer can bring incredible ROI…
Beyond the hardware, the launch of the first iPhone was also a key milestone for the introduction of native mobile applications to the world.
This year’s Advertising Week Europe focused on celebrating London as the Creative Capital while cultivating an environment for thought-provoking discussions, generating new ideas and collaborating with the best of the best.
High profile mergers aren’t a rare occurrence in the business world – just see Disney’s $4bn acquisition of Marvel in 2009 or Verizon’s $130bn takeover of Vodafone.
The foundations of tomorrow’s Web3/metaverse are being laid today, and brands are in the unique position to test-and-learn while also contributing to the evolution of its architecture.
With more activity than ever in the CTV marketplace, service providers and marketers alike must move quickly to ensure that they’re making the most out of AVOD’s golden moment.
The historical dominance of the walled gardens doesn’t have to be forever. Industry dynamics in 2022 are uncertain and in flux.
By 2024, Asian American buying power is projected to reach $1.6 trillion
Thanks to advances in technology, engineering, and — perhaps most importantly — AI and ML capabilities, platforms and brands can individualize interfaces to meet users’ needs.
An effective measurement framework will give you the data to continue moving the business forward and serve your customers’ needs.
Will we all learn from Julia Child and start asking questions, listening, and responding with care and interest? As Julia proved, it’s a time-tested approach.
All in all, marketing to the masses is not an easy ordeal. There’s always a fine line between the audience a brand already has and banks on, and the recruitment of new audiences.
This interactive workshop will give you the tools you need to effect change in your visual communications to be inclusive and representative of the world around you.
How do brands test without wasting crucial budget and while efficiently identifying opportunities for progress?
The best SEO professionals can offer something special to any organization – but even superheroes need the right tools to do the best job.
Murph is a mascot designed to represent the playful spirit that lives inside us all and is unleashed through Nerf toys.
More accurately, authentically, and generously representing the Asian American community can help drive cultural change.
If we truly want to make the world a better place through marketing, sometimes the best thing a brand can do is stand to the side and allow the companies that are truly changing the world to have the spotlight they deserve.
Displays of solidarity are wonderful, but they mean nothing if we don’t put action behind them.
Digital audio offers a variety of targeting options—all the way down to targeting by zip code
Having a corporate DNA that crosses borders while maintaining unwavering respect for geographic differences in business practices and regulations is the winning formula to multinational growth.
Publishers and advertisers alike are gearing up for a new world of addressability where interoperability is the best path forward for all parties.
Hannah Thompson, Programmatic Account Manager at Tug, shares her insights on where we’re headed and what to expect.
Higher-value deals await publishers with inventory — and audiences — worth paying for. The question is whether they can access the technology and make the updates required to their practices to maximize that inventory’s value.
Ultimately, OOH advertising has historically received mixed reactions and reviews. Then came the pandemic.
Hear from those who bring these communities together and create these never-to-be-repeated experiences in conversation with Adam Harris, Global Head of the Twitch Brand Partnership Studio.
Mars Wrigley teamed up with Amazon Ads and Prime Video to bring the joy of streaming their latest hit with M&M’s in-hand to shelves and screens across the UK.
Financial brands are developing new ways to engage audiences with creative and fun content.
The reality is that Netflix will likely attract media spend that would have otherwise been destined for other AVOD services, cable, and broadcast.
Supporting employees and cultivating compassion for LGBTQIA+ employees beyond June By Paul LaFleur, Design Director,…
“Avoid falling into the trap of looking and sounding like everyone else.” – GT Dave, Founder and CEO at GT’s Living Foods. Dave shares advice for brands and how Amazon Ads can help your business stand out.
Industry leaders are collaborating and dedicating significant resources to addressing the pending seismic shift in data collection and its impact on programmatic advertising.
No matter how much change comes our way, due to regulation, platform moves or otherwise, our respect for data driven marketing can and will live on. But, we have to look beyond the marketing plan to ensure that we are putting data analytics to the best possible use.
When brands put their values and convictions at the heart of what they do, it can help generate greater impact.
Through audience insights and creative experimentation, brands can create an advertising experience that informs, delights, and entertains viewers and helps them discover the products or information they want and need.
Companies and brands should monitor the super app trend and similar strategies closely and determine what role they can play in this new space, whether that’s a presence as a mini app on other brands’ super apps or as their own all-things-to-all-users super app.
The ultimate defense is creating an organization-wide security mindset. It’s a culture. It’s a way of thinking that has to be fostered. It’s easier to do than you might think.
In the new season of Chicago Stories, “The Real Mad Men of Chicago” looks back at the golden age of advertising in Chicago and the hardworking group of Midwesterners that brought iconic campaigns and brand mascots to life.
Programmatic DOOH has a large part to play in reaching that valuation by opening up opportunities for brands to make their buying smarter and fully optimized.
Start leveraging the power of link in bio today, and start building brand awareness, driving traffic to your best content and attracting new followers.
I believe that five years from now, we will see a plethora of win-win relationships between local news outlets and brand-funded newsrooms, and we’ll all be better for it.
Armed with this neat to-do list CMOs can stop simply talking about their crucial tasks and set about tackling them.
This presentation offers guidelines for visual storytelling about Asian people and culture across various aspects of their identities, passions, and lived experiences.
How did Ollie become the mascot for a donut company? Read on to meet Ollie, learn about his origin story, and find out what it means to be part of “Quack Gives Back.”
Prexa Graves, Senior Director of Marketing, Nestle USA works to connect with consumers by engaging audiences at every touchpoint. Learn how Amazon Ads can help you navigate an ecosystem of fragmented channels.
If we don’t start respecting consumers’ inboxes and letting them control their data, they will continue to rely on machine-generated emails like Apple Hide My Email, Firefox Relay, and more.
When building the framework for a Web3 strategy, marketers must consider the key facets of the Web3 environment that objects enable: decentralization, ownership and liquidity.
As the podcasting world becomes increasingly diverse, best practices for reaching audiences will evolve to reflect the greater number of voices being heard.
Rather than just scrambling for the latest sustainability PR hit around what they market, every marketer can decarbonize their advertising by rethinking how they market.
It’s imperative for brands looking to make a positive, compassionate mark on the world to do so now, in the tumult of the abortion debate.
AW360 speaks with AdMachina COO and Co-Founder Costanza Ghelfi. AdMachina was recently acquired by Making Science.
We’re diving deep into what’s now, what’s next, and what we’ve got our eyes on in the future. Download the full 2022 Twitter Trends Report to keep your marketing ahead of what’s ahead.
Rather than detracting from the big screen, a social-first focus can lead brands straight into the zeitgeist.
Advertising on a platform that streams movies or TV shows is expensive. Before brands do that, they need to be certain that’s where their customers are.
DoubleVerify’s 2022 Global Insights Report examines media quality and performance trends from more than a trillion ads delivered across 2,100+ brands in 80 markets.
We did not have this delightful news on our 2022 brand mascot bingo card. Geoffrey the Giraffe, the formerly retired brand mascot at Toys”R”Us, is heading on a global tour in summer 2022.
A New Wave of Solutions for the Bloat Emerging Due to Manual Measurement
Advertisers chasing their tails trying to achieve something that isn’t even possible, even if they know that’s true.
Advertising Week caught up with recently-appointed CEO of Redmill Solutions, Jay Stevens to discuss his new role and the needs of global brands.
Audio can be one of the simplest ways to engage consumers, with the biggest impact, if you understand the journey and outcome, you want consumers to leave with.
Fostering accessibility across the range of beauty and wellness brand experiences on the internet is a huge responsibility and will take collaboration between agencies and brands to ensure websites have met as many accessibility standards as possible.
Sentiment based analysis and targeting brings back to advertising the understanding that human behaviour is often complex and contrary, meaning that delivering the right messages to them requires a subtle mix of art and science.
While the Gen Z story is still being written, brands should not wait any longer to prepare for their cultural and spending dominance.
In an increasingly competitive digital marketing landscape, behavioural analysis can give brands the edge by unlocking detailed consumer insight and enabling the delivery of a truly personalised customer experience.
Here are 3 simple steps to get your customers, prospects, and others re-engaging with your long-form video content like webinars.
Then and now, follow along our timeline for a look back at the Sour Patch Kids and their evolution over the decades.
If you work in the world of retail, it could be time to embrace AI to stay ahead of the curve and improve the experience of staff and customers alike.
Stand up, stand out, be brave, and activate your brand so that it focuses on your values, and your value to audiences and the world.
Data phobic CMOs are afraid to test new creatives and unable to prove the value of campaigns to their board.
As the TV market continues to evolve, we’re only in round one. As we move forward, marketers must embrace and navigate these trends to be successful.
Mike Foster, founder and strategic creative director at Straight Forward, explores how brands can take action to spark emotional connections in an era of uncertainty.
The end of third-party cookies is already underway and Apple’s App Tracking Transparency (ATT) feature is an early example of a more privacy-focused approach.
With feed scrolling the new browsing, how we capture, benchmark and improve on ‘Attention’ optimisation as integral to the planning approach will have major ramifications for proven and consistent client value.
The race to enter the metaverse is intense, and multiple companies are in the news every day trying to get into the space.
The incredible set of unique circumstances informing sentiment and motivation at the individual voter level in 2022 is beyond human computing or imagination.
The next generation of internet (3.0) will very likely be built upon blockchain technologies.
Small businesses are preparing for a new type of market. One that’s not driven by the direct impact of COVID-19 – but rather, one determined by the economic aftermath of the pandemic.
A Q&A With Claritas Senior Vice President Quinn Jalli
Trends identified show sales enablement as top priority while staffing issues and too many demands are key challenges; nearly 90% will use external expertise to execute B2B product marketing initiatives in 2022
While it may sound like some distant, fantastic future, the metaverse already here in a big way.
By Cory Hymel, Director of Blockchain, Gigster Most people are still confused about NFTs, or…
Far too often, a Black creative or strategist will share an idea or concept that gets remixed or watered down by their counterparts or superiors, losing all the special vision it once had.
If you want a job done best, hire anyone who cares deeply for something beyond their day-to-day profession. Try hiring a mom.
Brands need to meet the growing expectations of consumers to keep them engaged.
To connect with consumers in a meaningful way, marketers must ensure their branded message is presented in fully on-screen formats to attract attention and solicit engagement.
One thing is certain: personalized advertising already provides limited knowledge of users’ interests and will soon disappear. Contextual and semantic targeting alone won’t be enough to thoroughly understand online users.
To prepare for this digital future, marketers need to understand these new concepts and environments so they can both efficiently and effectively reach and engage consumers.
The metaverse is upon us, and it’s everything from augmented reality to interactive experiences to online worlds that are an extension of our lives.
For the creative industry (and advertising in particular) to better reflect society, real work must happen.
The rise of staunch individualism combined with a newfound power and freedom to say “no” means brands and businesses need to pay close attention to the wants, needs and desires of women or risk being shut out of life in the new normal.
The Energizer Bunny is back — only this time he’s hopping to a true crime case. Get your magnifying glass and looking eyes emoji ready for this one.
Sports media 2.0 is very much a living and breathing concept that will continue to converge and evolve.
We’re at a pivotal crossroads in the data-driven marketing world, and first-party data owners have a unique advantage when turning the corner.
Meet John Denny, VP of Ecommerce and Digital Marketing at CAVU Ventures. Watch as he talks about the opportunities and challenges in the CPG and Grocery space, and how Amazon Ads can help grow your business.
Choosing your genres, using the right technology, and working with trusted partners can open exciting doors into a world where an audience is engaged, receptive and open.
Consumers want to buy from trustworthy brands that share their values. Marketers want transparency into the effectiveness of their marketing.
Conversation is a superpower. But what if we can make it even better?
A Q&A with Tom Donoghue, VP of CTV at GroundTruth and Mike Brooks, SVP of Revenue at WeatherBug
Brands are waking up to the power of podcasting to reach new customers and create more leads. The sheer quantity of frequent listeners is a major factor.
If all stakeholders can elevate the marketing process automation conversation, there is no limits to what we can accomplish.
The more seeds of knowledge that get planted, combined with learning experiences that are created to fertilize the workforce, the more this allows organizations to celebrate successful harvests in the most meaningful ways for all, season after season, and then some.
By Rick Faigin, EVP, Acceleration Community of Companies (ACC) Client Advisory Live music events are…
There’s a new way to look at influencer marketing that we see in the data, and it starts with recognizing the difference between ‘influentials’ and ‘influencers.
For brands, emotions present an important opportunity to engage the audience, and creating an emotional connection is vital to attracting both customers and employees.
At a time of unprecedented disruption, publishers face many challenges; but they also hold the trump card of storytelling par excellence.
We sat down with Adform’s Charlotte Kure Juul to discuss her own journey to the C-suite.
The two speeds at which modern culture is conceived and consumed is not only increasingly key to success, but also resetting the very foundations on which modern brands (and the teams behind them) are built.
Created by the brand strategy experts at Twitter Next, #RealTalk provides a new, data-informed look at what it takes to achieve brand distinction on Twitter (and beyond)
Wilderness, the global social agency, was tasked with helping Metro Goldwyn Mayer (MGM) attract a European wide audience to rent the new Bond movie to watch at home, rather than going to the cinema.
The newest iteration of digital realms, the long-awaited Metaverse, promises to usher in a new era for loyalty marketing.
If a brand must question whether they should have a mascot, they may already know the answer.
Cookies have become an easily abused technology, but how did we come to rely on them in the first place, and what does their demise mean for the future?
The Role of Digitalisation and the Age of Hyper-Personalisation in Attracting Brick-and-Mortar Consumers By Alia…
Retail is rewiring, and it’s happening before our eyes, says Liz Aviles, Vice President of Strategy and Cultural Insights for creative agency Upshot.
There’s only one true way to maximize the return on investment (ROI) of your campaigns. It involves precisely measuring campaign results.
No single medium is more important for today’s brands and advertisers than streaming video.
We don’t need to allow curse-like fears to hinder the dreamers of our industry. Marketers are all creative people, so let’s act like we truly care about creativity.
Brand safety in practice feels anything but personal — an endless problem with layers upon layers of confusion, oversimplifications, and reactive responses.
Using an inclusive lens for your digital marketing approach isn’t just a way to meet compliance needs, reach more consumers, or improve the bottom line.
As the play-to-earn market continues to thrive, the inventory opportunities for marketers will continue to grow; those most ready to seize them could reap huge rewards.
Why brands need to start bringing people back into the shopping process
Studying the emotional relationships customers have with both your brand and your competitive set is the first step to pulling together your next marketing playbook.
As the debate continues over the creation of in-house media agencies, the decision to in-house media data should be a no-brainer for global brands.
As uncertainty becomes increasingly certain, and change is inevitable, marketers must assess and adapt to achieve the best business performance.
The next phase of innovation for contextual targeting will see creatives and attention-based measurement create the “The Mindset Matrix”.
Cracker Jack is adding a new face to its roster — Cracker Jill — to celebrate women athletes that break barriers across sports.
Change is happening. A broad spectrum of brands are working diligently to meet the demands of a rapidly-evolving market by connecting with diverse communities of customers and fans.
With a significant number of people using mobile devices and tablets, we’re starting to witness an acceleration in innovations and increased popularity of online streaming.
Jeff Graham, President/CMO of Cactus, Denver Talks About the Changing Dynamics That for the First Time in Years Are Working for Both Creative Talent and Agencies
When a TV buyer can capture ad exposure over multiple weeks or months, marketers will get a more detailed and reliable understanding of frequency, timeliness and what actually drove an outcome.
Now that people have spent a couple of years doing more online shopping and business online, consumers have higher expectations that digital experiences work well.
So now that we’ve level-set in terms of the changes that are underway and what they mean for both consumers and brands alike, what steps can brands actually take to prepare?
A global pandemic – the Great Accelerator – has kicked off a period of exponential change that’s only just begun. Now is the time to be bold, step forward and fight to be a part of the world that is still being re-built.
This week, Gabriela Carlos, Media Measurement Director at Croud, is on-hand to discuss how measurement works in a cookie-less world, business intelligence, and more!
The rise of digital advertising has not only led to an overinflation of served ads, but also created the race for the most coveted metric of all: Attention.
Now’s the time for brands to lead by example, making websites greener and cleaner, not only to attract more customers, but to be part of the change.
Digital has changed the publishing industry but there is still an important place for print.
Brands should start to anticipate all the unexpected moments that their brand could either support or hinder their ability to connect with their audiences on shared values and goals, and ultimately deliver all their desired outcomes.
By Martin Johnston, Founder and Managing Director at Earth Strategies The natural world is a…
To reach the best online retail shopper, it’s vital to know who they are, what they prioritize, what they buy, and how they buy.
Despite the challenges that keep marketers up at night, Claritas can help solve them.
Embrace Black talent all year-round and I can promise you this: Your campaigns will be the better for it.
By the time they reach your doorstep, a buyer’s journey is mostly over. At this point it helps to understand that journey at a company level, especially within your own website.
Broccoli lovers, rejoice! ChapStick, America’s favorite lip balm, has just released a new broccoli flavor.
If TV providers want to maintain the value of their content, they must fight for the right measurement that does an adequate job of tracking how many people see the ads on their content and how those ads impact their audiences.
Recently, consumer data collection by brands and advertisers has risen exponentially to deliver personalized experiences also personalized advertising. While beneficial to advertisers, this has been crucial to publishers by providing a revenue stream as a way of subsidizing non-paying visitors.
By Ashley Dudarenok A new brand world of engagement is coming with the next technology…
Let’s reassert our place in the strategic and creative high ground along with our newfound dedication to DEI that gets the new generations excited about our industry.
Making an IRL Lily swap, as it turns out, isn’t as easy as AT&T makes it to swap out smartphones.
Utilising high-impact digital advertising opens the door for advertisers to capture the attention of audiences, without interrupting their browsing experience.
A Q&A with Pierce Cook-Anderson, Managing Director for Northern Europe at Smart AdServer
There are many ways to approach a brand’s stance on Ukraine; companies need to make an informed and deliberate decision and to support it.
While it’s tempting to declare that social commerce is the future, the truth is, social commerce is trending now, growing at a rapid rate that requires brands to not just plan for its prevalence but to dive in today.
By focusing on aligning monetization models with the needs and habits of this influential age group, publishers can improve their revenue and strengthen their audience ties.
Rather than narrowing down social strategies to match creative production capacity, then, we need ways of reducing the workload of taking campaigns out in a truly omnichannel way.
SXSW is many things, including a cultural, sensory and experiential overload that admittedly inspires and energizes, but it’s also exhausting in scale and impact.
The metaverse isn’t fully here yet, giving marketers ample time to thoroughly vet their branding strategy testing new approaches, failing spectacularly, and adapting to perfect their technique.
Cultures have blended, and the process inside ad agencies should reflect that. You know it. I know it. But most of you aren’t doing it. You’re just saying that you are.
These are just some examples of the agility and progression alive in events today. The industry is embracing a great reset – and I believe it will be all the better for it.
While historically, CTV has been viewed as supplementary to linear TV buying, we’re moving into a world where it’s central to a TV buying strategy.
Spoilt for choice, online shoppers now have a wide range of options when researching and deciding where to purchase a product.
The most up-to-date businesses are already implementing data practices that will prepare them for future changes and online privacy regulations. So, if you own a business and are not yet taking ownership of data strategy, why wait?
GEICO is having a ball in its latest commercial starring the iconic Gecko mascot.
There is an important opportunity to shift from a traditional marketer to a tech-enabled marketer that can influence more and scale faster.
We are all learning together, but if we can make sure that everyone’s voice is represented in some way, not just those that can afford it, Web3 can reach its ultimate potential.
The world of OTC is awash with oval logos, bland brands, and garish colours. And in a category where everything looks the same, consumers can get tired of looking at it. To create intangible worth, over-the-counter products must disrupt the category and wear their values
Taking a proactive, inventive approach to the Metaverse while keeping societal good at the forefront, will create a win-win-win for brands, consumers, and publishers/platforms alike.
Metaverse marketing techniques can impersonate modern footprints to compose smart technology. However, more consumers need to experience the metaverse and provide valuable feedback.
This episode of The Marketing Insider is dedicated to women in business and features Jamie Blazevich of Buckeye Broadband.
Someone somewhere in your personal or business network is an engineer. Have a chat with them about what they’re working on. Compare notes on how they get stuff done. Ask them what they think the metaverse will be for.
While brands will undoubtably all have to enter this new and exciting playground at some point – with transformed and improved strategies – there is no rush.
Much of what we have seen over the past two years in retail, is going to remain. Consumers are unlikely to simply switch their phones off and dump ecommerce.
To grow a product-oriented business in 2022 requires an investment in product lifecycle marketing, bolstered by real-time insights from the millions of customer conversations occurring online.
The official mascot for the FIFA Under-17 Women’s World Cup 2022 is named Ibha. Ibha is a lioness. Her name translates to “one with good vision or judgment” in the Khasi language typically spoken in northeast India.
Too many adtech companies are trying to maintain the status quo (and the arms race that goes with it) that we’ve all lived with for 15+ years.
With a firm focus on acquisition, expansion and retention, and armed with fresh human-level data, you’re set up for financial marketing success in 2022.
To capitalize on and sustain this growth trend, many ecommerce businesses are adding subscriptions to their offerings. To be successful though, they need to keep several factors in mind.
Here’s what brands, publishers, and technology partners can expect from major TV advertising verticals in the upcoming year.
These are only two examples of how today’s global brands have been met with a timely and difficult marketing decision – with each choosing a path that led them to either cheers or jeers on social media.
By Karl Kangur, CEO, Result Compass Marketing in the world of B2B needs to take into…
An ever-increasing number of mobile users means tapping into what is most convenient for an audience always on the go that expects a more frictionless brand engagement.
Originally, Duo started off as a logo. He didn’t have an expression on his face. When he finally did receive an expression, it wasn’t cute. It was described as… creepy.
The landscape is changing for shoppers. Heading into year three of the pandemic in the U.S., the Omicron wave of cases is falling about as rapidly as it began.
Regardless of the strategy you choose, be ready for change and pivot as the landscape evolves. With the right approach, you can transform your paid advertising channels and build a strong pipeline for the future.
Try meeting your audience where they are online, engaging through LinkedIn, and partnering with industry publications to get started.
There are still some unknowns on the horizon when it comes to how a fully cookieless digital landscape will operate in practice, but that doesn’t mean brands and agencies are directionless.
Harnessing first-party data, and ensuring it’s frequently audited will offer a trustworthy foundation to build on. Marketers who start now will have the benefits of valuable insights into their customers’ needs and preferences.
Successfully managing a small business involves a lot of nuances and efficient practices. When entrepreneurs know where and how to focus their efforts, their companies have a better chance of soaring.
Survey findings prompted CPB London to create a stark poster campaign, ‘Imagine’, to mark International Women’s Day on March 8th.
Having the ability to track both online and offline activity, and work with your partners to establish a truly omnichannel approach that is as flexible as you.
As cookie depreciation bears down on the industry, an influx of cookieless targeting solutions are proliferating the marketplace, with the latest solution to be released being Google’s Topics API.
Brands need to develop community management strategies for campaigns to continue to grow. This will help brands take on the persona and think like fans, leading them to gain a wider audience.
The customer relationship is already valuable to the brand, and a thoughtfully-managed brand can provide immense value to the engaged consumer by way of continuing education, special offers and things like loyalty programs.
For the first time, the beloved Lucky Charms mascot is bringing breakfast lovers, and readers, into his magical world in a new book called “The Magic Inside.”
By Caroline Hugonenc, Global VP Insights & Research, Teads There has been a long understanding…
Dstillery, a leading custom audience solutions company, gives their industry predictions for 2022.
I’d like to thank my Grandma Pearl for inspiring me to dig in and learn what I can about web3 from NFTs to crypto.
The action on the field during the big game between the L.A. Rams and Cincinnati Bengals was matched only by the advertising contests that played out during the commercial breaks.
Talk to any mobile app marketer who has run a launch plan and you’ll hear stories of one-day surges and topping the App Store charts, only to be left with the disappointing reality that such a surge of users is rarely—if ever—sustainable. That appears to be the case for Coinbase, as well.
As programmatic advertisers look to identify and reach their known, and unknown, audiences, they’ll need to continually look at how to use the best data science at their disposal to find the overlaps, unexpected correlations and audience pathways.
How can brands continue to find safe and engaging ways to connect with consumers in this complicated environment?
for the brands who had commercials during the broadcast, spending on average $6.5million for a 30-second slot, they want to know whose ad ‘won’ with 100 million TV watchers.
Like any new technology, synthetic media has received a lot of negative press over the last few years and has been seen as somewhat of a red herring due to some using it to spread disinformation.
NFTs are still in such an early phase that no one brand or marketing team is doing it perfectly just yet, but that’s not stopping the deluge of brands jumping in.
Through strategic technology activation, smart marketers can create ultra-personalized advertising experiences and still respect consumer privacy.
Purpose should be treated in the same way as any other marketing activity. Before you take any action, you have to start with the simple question: what’s the KPI?
Fifteen hours per week. That’s how much time a recent Cint study showed people are gaming, according to data gathered from a cross-section of nationally representative consumers in the U.K., the U.S. and India.
Emerging Social Commerce Channels Requires Innovative Measurement Tools By Jeff Bander, Head of U.S., Eye…
Technology can help us truly understand the context of a digital environment and pair that with dynamic and engaging ad creative in real time. And when you get that right, consumer attention naturally follows.
The Great Reset will be remembered not by its initial calling card of ‘the great resignation’ but by the long-term shift in leaders prioritising learning and sparking the infinite power of the great retention.
Everyone bets on Goliath, it’s the sensible thing to do after all. But think about this. David has technology at his disposal and knows how to use it.
For nearly four hours, audiences were treated to a steady parade of people age 50+ on their screens, leaving no doubt that the network and its advertisers had older consumers firmly within their sights.
The future of television is before us. It will be connected, measured, targeted and engaged in entirely different ways than we have seen in the past half century.
Is your social storefront ready to meet the expectations of a new generation of consumers? With a new era upon us, patience is not a virtue. Now is the time to get involved.
Tackling disinformation, and disrupting the incentives that create it, is a moral, reputational, and commercial consideration. It also feeds into a much broader narrative about responsibility within our online ecosystem.
There is a unique opportunity for marketers to connect with their customers and drive greater engagement this Winter, as sport is a topic that resonates with so many – whether you’re watching, participating, or attending events.
With sharp editorial minds and a library of original content on their side – along with tech to ensure a brand-safe and scalable targeting environment – traditional players still have the opportunity to break ahead in the race for video ad dollars.
From the E*Trade baby emerging out of retirement to a rare appearance from a McDonald’s icon, here’s a look at all the characters that made Super Bowl LVI commercial appearances.
Recent research suggests 76% of customers want brands to do more to control personal data. In a world of instant personalization and constant multichannel interaction, brands need to analyze and react to this data in real-time.
So, if this is the future reality that awaits in the metaverse, and it’s going to be driven by consumers, where does that leave brands?
Why Marketers Should Start Thinking YouTube & CTV When They Think Super Bowl (And Sports in General)
As brands prepare for two of the most significant TV sporting events of the year, they need to adopt a strategy that will allow them to maximize their return on ad spend.
Roku’s scale is unmatched, but the data they offer can pale in comparison to buying directly with publishers, who will share more of their data if you buy with them directly.
One of the key issues holding back the wider adoption of real-time measurement in sports sponsorship is the lack of standardized industry metrics.
Decisions based on insight and understanding of consumers the brand wants to connect with – consistently asking, “Will this execution work for them?” – reduces subjectivity and ultimately builds efficiency into the creative process.
Across the metaverse, spaces and communities are often fiercely sceptical of advertisers. Brands need to adapt to their advertising and communications strategies to operate in meaningful ways in virtual worlds.
The official emblem for the Paris 2024 Olympic and Paralympic Games is made up of three powerful symbols connected to sport, the Games, and France.
In 2022, a larger number of marketers will adopt and refine their influencer marketing strategies as new capabilities allow them to realise their full potential. From social commerce to advanced measurement and distribution, emerging trends are deepening the value of influencer marketing for brands looking to drive quantifiable business outcomes.
If mobile is a big part of your endgame, you’ll need to do a little bit more to push yourself across the goal line and turn that buzz into customers that want to engage with your mobile app.
Many plan to watch the Winter Olympics on live TV, but publishers should note that highlights are more important for these games than their Summer counterparts.
TikTok is the social media platform of the moment. With over 2 billion downloads and 850 million active monthly users, TikTok is home to passionate followers who enjoy trends and content creation.
Choosing your marketing strategy is a challenge, however, especially if you’re deciding between your in-house team or outsourcing. Both have pros and cons, and it comes down to deciding which will help you reach your goals.
For publishers, 2022 may be the last year of easy access to scalable audience data.
How does your technology create meaningful new solutions for that ever-rising bar? The answers to these questions will make or break your retail success in 2022 and beyond.
While it may seem at first glance that the advantages of advanced marketing technology reside out of reach for smaller, less sophisticated advertisers, the fact is that the greatest benefits of modern marketing technology are most readily beneficial to the most modest businesses.
Super Bowl LVI is only a few weeks away, and we’re starting a brand mascot headcount for all the characters that might show up on Game Day. Here’s what we know so far.
Frequent guest of the podcast, Claritas’ own CTO, Al Gadbut, joins us for the first in our newly shortened 20-minute episodes, Identity Resolution: The Multibillion Dollar Industry.
Programmatic DOOH is designed to communicate messages at scale – whether advertising public health messaging, popular products to suit weather conditions or traffic updates.
Now is the time for businesses to go the extra mile to show consumers that they are invested in creating reciprocal value, something that not many audiences are convinced of.
Everyone wants to run optimal advertising campaigns, but when it comes to honing performance, marketers can often question if they are using their content appropriately and efficiently.
The good news? Retail shopping neared pre-pandemic levels this past holiday season, meaning spending is happening across the country, with 89% stating plans to spend at least as much as they did pre-pandemic.
To meet consumers expectations now, brands need to deliver one-to-one experiences across channels that meet customers where they are in their journey. A “Connected Marketing” approach gives brands the capability to do this.
Ultimately, replacing third-party cookies is about the industry working together to help brands connect with people in a responsible and privacy-compliant way.
Let’s get one thing clear: Connected television (CTV) is TV. It is the same experience happening on the same screen in the same room. Seriously – the reach is now there and advertising spend on CTV is on track to reach $13.4 billion by the end of this year.
Taking a dedicated, strategic approach to this key medium can help to develop better ads for candidates and deliver more relevant ads to viewers.
There’s one thing we know for sure about Super Bowl LVI. It’s going to be a Flamin’ Hot Super Bowl.
As the nation continues to diversify, brands must broaden their ideas of a target audience. They must move away from defining their consumers in traditional, broad segments like Gen Z or Gen X, and understand the diverse range of individual needs.
Whether you are a nonprofit, an individual, or a company looking for ways to give back, here are a few best practices as we collectively seek to give back and teach what we know.
Like the tectonic plates that shift beneath our feet, the digital advertising industry is in a state of flux. The landscape as we know it is changing dramatically, driven by a series of dynamic forces that create both opportunities and risks.
Gen Z could fuel growth, but they could also limit it. The actual problem, however, is not with Gen Z, it’s with the hard and fast definitions we use to label them.
BIMI aims to increase recipients’ confidence in the source of emails while enabling senders to reinforce visual branding in communication.
The IP-based architecture of mobile makes the phone the natural “control point” for understanding audiences at scale and solving addressability, and the arrival of 5G only accelerates that reality.
70+ adults’ rapid digital adoption is one of the most profound technological changes this country has ever seen. We’re entering new territory in marketing and advertising, where, for the first time, brands can reach a game-changing demo online and in a big way.
As the industry waves goodbye to the cookie over the next two years, the conversations have to move beyond vilifying one data collection methodology while championing another and focus more holistically on actionability as well.
With mindsets shifting and consumers increasingly speaking the language of #nofilter, brands and their ambassadors might benefit from making some tweaks to their communication style.
Marketers can lay the foundation for a privacy-safe strategy by assessing their current data practices, minimizing data collection, privatizing information, and clearly communicating with customers.
At Advertising Week New York, during the panel “Unicorns of New York City,” Pat Kiernan, award-winning anchor at Spectrum News NY1 led a discussion with business leaders from two of the most innovative businesses, built right there in New York, to tell their stories.
Gamified experiences are most successful when you can tap into a core emotion that motivates intrinsic engagement.
Before you finish your list of New Year’s resolutions, add a couple about brand language. Write in a way that’s simple and inclusive – and rise to the challenges of 2022.
A new pedigree of challenger partnerships is joined by household stars including LeBron James leveraging their own individual sponsorship deals.
TaylorMade and Zambezi, with the help of three of the top ten players in the world: Collin Morikawa, Dustin Johnson, and Rory McIlroy, take viewers on a VFX-guided tour of the last 40 years of TaylorMade innovation.
Both advertisers and publishers are making efforts to harness first-party data and develop new solutions as well as leverage alternative user targeting methods to help restore trust among sceptical digital consumers. While this intent is commendable, the ecosystem has a long way to go to develop a credible solution for the loss of third-party cookies and MAIDs.
The entire industry, including publishers, must continue to take positive steps forward on this journey to privacy, compliance, and respect.
The right Identity Graph plays a critical role in ingesting that data and creating those linkages to determine what consumer behaviors the campaign influenced.
Everyone is fighting for visibility and as one of the most far-reaching and ubiquitous forms of media, advertising is essential for picking up the mantle of lasting change.
The overarching theme of the new endemic era for the year ahead is agility. As we anticipate what to expect in 2022 and beyond, it is clear that the ability to adapt to the ever-evolving demand of consumers will be the key to success.
Each media channel faces individual challenges, in addition to the re-appearance of out-of-home activities. But some principles can be applied across the board to retain or win back customers.
The time has come for publishers to hold themselves accountable and play their part in bringing transparency to the industry. It starts by understanding that ads.txt is a great tool that should be utilized to its fullest extent.
As stringent rules become the new normal, brand marketers should aspire to replicate the framework that regulated industries have perfected.
Ultimately, as AVOD’s value and affordability inspire European households to switch to ad-supported content, brands are presented with a golden opportunity to reach addressable audiences at scale.
Those who participate in a balanced collaborative ecosystem will be able to grow addressability across video and TV environments, create new and high-value first-party audiences, and overcome historic silos between linear, digital video, and CTV to measure and value holistically and at pace with modern viewing habits for the first time.
How usable is your website? That’s a question everyone should be asking of themselves and their web presence on a regular basis. Fortunately, the answer is easier to obtain than ever before, thanks to Google’s Core Web Vitals. Clickio’s CEO, Alexander Azarov explains.
The overarching SEO themes covered here are expected to continue to be important in 2022, and as marketers and SEO’s we will continue to adapt and evolve to provide the highest benefit possible from SEO.
TikTok is building out new creative solutions and ad formats for brands at a lightning pace, including live shopping. With a seamless link added to the video, this could help guide users to purchase products more easily.
5 recommendations as to how marketing and communication teams could adapt their approaches to connect and influence at a ‘mindset’ level, rather than pinning ads or strategies on a generation or an outdated demographic.
CMOs are analyzing an array of datasets to answer questions about their brand – and they want those answers today.
While it’s tempting to look at sales as the final story, customer engagement means playing the long game—investing in LTV, the lifetime purchasing value of a relationship.
The changes taking place in the digital marketing industry cannot be overstated – we are entering an entirely new era of advertising that will demand unique approaches from brands and marketers.
With around 3.9 billion global active users on social media, brands have to be on all platforms to make it big and reach half of the world’s population – what a gold mine to tap into!
Check out the latest eBook by Claritas, the industry’s leading provider of segmentation models for marketers.
Overall, the data supports how younger people are more willing to travel during this time, and as such hotel chains are making sure they reach them in the places they visit the most.
From a branding perspective companies will need to show accountability and prove they are acting on the changes they promised to make in 2021.
We get blindsided by digital, but usually identifying specific groups of people to target is a really powerful way to start testing performance. The key to delivering this is the humble postcode.
With mobile advertisers still grappling with the post-IDFA world, more iOS developments expected and Android changes on the (near) horizon, 2022 will be turbulent too.
Gen Z is going to be the generation of entrepreneurs, freelancers, and creatives. As a brand it is going to be imperative to keep your finger on this conversation, stay informed on the needs and wants of the younger generations, and lend your hand in facilitating the new iteration of education.
Going into 2022, nonprofit marketers have a unique opportunity to tear up their old playbooks and forge new territory for their organizations in terms of channel mixes, data sets and audience insights.
Brand aggregators and accelerators are not really competitors but different approaches to the same goal: sustained growth for brands. And with all the aggregation that has already occurred in the past few years, perhaps acceleration will be the mandate for 2022 and beyond.
Tech-driven experiences provide a cool brand immersion and a low barrier to entry for the use of AI. Impactful, tangible instances of tech used for good, while brands getting involved capture greater share of attention.
People don’t necessarily look at beauty products in the same way they used to, granting new opportunities for brands and doing away with pre-COVID challenges.
Will 2022 slow down and give everyone a chance to recalibrate? Most likely not. Here’s what we can expect.
If a meme highlights a negative brand perception, work to change that perception and turn awareness into advocacy through an integrated communications campaign.
DTC brands are leading the way, showing how to reach audiences with relevant ads, while using data-driven insights to prove performance.
In a period of such comprehensive change, it can be difficult to assess the impact of a single trend. However, one overarching shift can help to explain many of the other changes taking place in retail and commerce: the convergence of media and retail.
Navigating the media world has become increasingly difficult for advertisers as there continues to be an ever-growing number of agency, or agency-related parties and external supplier influences involved in the delivery of campaigns.
Just as the cause of climate change is multifaceted, the ways in which we can design greener digital products is not a singular silver bullet solution either.
By getting in on the ground, advertisers can build strong relationships with publishers and other players while helping to build the foundation that many others will soon discover.
The takeaways are clear: the sooner solutions like LiveRamp’s Authenticated Traffic Solution are implemented, the more time there will be to test and iterate, providing consumers with the value experience they expect.
Campaigns in the omnichannel environment might be better thought of, not as branches on a tree, but as snowflakes: a vast range of unique moments with shared characteristics.
The continued growth of smartphone and smart speaker ownership solidifies digital audio as a growth opportunity advertisers would do well to take seriously.
Now more than ever, it’s imperative for brands to show that they legitimately support causes that are important to consumers, in ways that are not just “lip service.”
Ultimately, consistency and authenticity are what will set brands apart. All experiences should reflect the brand’s values and aesthetics. And interactions should feel the same regardless of the device a customer is using.
