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.”
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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.
Video in DOOH can drive brand awareness and even performance that isn’t possible elsewhere, precisely by virtue of existing someplace meaningful in the physical world. Here are some factors to consider, however, for advertisers that want to get the most out of it.
By replacing third-party data with first-party counterparts, advertisers are presented with tools that are more potent than ever. From CTRs to conversions and even difficult metrics like retention and attention, contextual ads have seen advertising KPIs soar across the board.
Travel brands need to tap into consumers’ emotions and foster a sense of inspiration in order to help them answer the whys—and remember the wonders—of travel.
Today there is an increasing dependency on technology partners for you to understand and reach your own customers. Our approach at Microsoft is to give you full control over your data and allow you to leverage that data to best serve your customer’s needs.
The good work that brands did in focusing on empathetic, unifying messaging in 2020 and 2021 still has a place in 2022.
If you want to generate deeper positive consumer sentiment (and committed action) year-round, make a sustained investment to activate your brand strength around shared values with your consumers. You’ll see it delivers meaningful business value, while impacting the lives of your consumers and communities.
In this environment of high expectations, new technology trends are also changing the customer experience in stores. New hybrid sales fulfillment options like buy-online, pick-up-in-store (BOPIS) and curbside pickup are gaining popularity.
Twenty years have passed since Hagrid and Harry began one of cinema’s greatest adventures. The eight movies since have grossed almost $8 billion in box office revenue alone, confirming Harry Potter as one of the most significant – and successful – franchises of our age.
With a solid content strategy in place, and ongoing optimization, you’ll be able to iterate strategic initiatives throughout the rest of your marketing touchpoints.
Once companies understand the new rules for digital deliveries, they’ll need to shift into higher gear with the tools and the technologies required to engage with more demanding customers.
By Todd Hedberg, The Lacek Group Every parent knows a contest or game can transform…
The emergence of Hispanics into the American mainstream is the biggest business growth opportunity of our time, and the effectiveness of engaging this group in-culture and in-language has never been more important.
The 50+ audience is in the best position to travel, and they’re making plans now for some long-awaited “trips of a lifetime” in 2022. Help them safely get back to doing what they love, and you’ll soon be destined for new levels of growth.
This report brings key trends from AWNewYork to life, examining why they are so important, and discussing the potential impact they will have on our industry, our clients, and our target audiences.
While some organizations have deep data on their individual customers, few have the breadth to compete effectively without collaboration. Leveraging your best data along with another company’s best data has become a competitive necessity, giving you a breadth and depth of insight you may lack.
In the week leading up to Thanksgiving and Black Friday, BrandTotal analyzed paid social media ad campaigns for 28 top retailers, including Walmart, Target, Costco, Macy’s, Best Buy, Home Depot, Nike, Nordstrom, and TJ Maxx — here are the findings.
This shopping season, marketers face a dynamic economic and social environment. Only by having an advertising strategy that is agile, responsive, and omnichannel can they be confident in their campaigns.
There is a tangible reason that your product is able to outperform competition or offer customers an advantage. That’s why its essence is quantifiable, and you should ground in that scientific fact.
The current global supply chain is complicated and only getting messier as the holidays are near. Hopefully, some help will be on the way soon.
Although regulations for influencer marketing are still being defined, the industry would welcome more robust guidelines and is taking steps toward implementing this for the benefit of brands, audiences, and content creators.
The anxiety and fear are normal. But through the fog of uncertainty, there are many reasons to maintain calm and stay the course.
Getting everything from the information on the page, to the CTA right will ensure the work you do up to the point of decision really does pay off.
Data is the most powerful weapon available to brands in the streaming wars. Combining strong measurement with curiosity and creativity will allow these brands to compete in this hyper competitive environment.
Although regulations for influencer marketing are still being defined, the industry would welcome more robust guidelines and is taking steps toward implementing this for the benefit of brands, audiences, and content creators.
Brands are mired in rules, but short of the tools required to automate and enforce privacy at scale.
Black Friday is a crucial day in the retail calendar, and this year, sales are…
By Gökçe Nur Oguz – CEO and Co-Founder of Playable Factory The mobile games industry…
Models built on anonymous, cohorted data give retailers the ability to target based on category or brand purchases while respecting individual’s privacy, assuming the seed file is excluded from the audience. High quality models can create addressable segments that predict purchases with better than 90% accuracy.
Regional buys, targeting streamers specifically, are quickly becoming the next logical step in a comprehensive media campaign.
Consumers expect highly relevant content and brand experiences while also demanding more digital privacy. Enter enriched visual hypertelling, a creative storytelling approach fueled by first-party data.
Content has been hailed as king for what seems like forever. And while the phrase itself has certainly gotten stale, the role of content in any B2B company’s success cannot be stressed enough.
The race for Black Friday spending may be more frenetic than ever this season, but businesses of all sizes have an opportunity to change direction. By identifying what matters most to them, brands lay the groundwork for lasting brand affinity and positive change.
As new solutions emerge to target audiences, both organizations and consumers must play a role in creating a more transparent and secure ecosystem.
Initiatives such as AdGreen’s carbon calculator are enabling the industry to work towards more sustainable practices and to help reach the goal of being zero net by 2030. But there won’t be change unless the entire industry leans in together.
What do businesses need to consider when it comes to formulating and executing purpose-driven initiatives, and how can they ensure they remain authentic? Here are a few key qualities and approaches shared by the organizations that are successfully doing so.
The concept of inclusivity has evolved significantly over the past decade. Inclusivity isn’t just about race, gender, or orientation, or a reaction to discrimination; it’s about different worldviews and backgrounds coming together to tell relevant, authentic stories.
Most would probably know the Star Wars opening theme. However, only the diehard fans would be able to sing Leia’s theme, or even the more widely used, Force Suite.
While the 2021 holidays will be much different than last year’s due to the COVID-19 vaccine, consumers will continue to shop online instead of going into stores.
The data is quite clear that people want brands to align with their values more than ever before, and even companies that have failed to promote sustainability have bounced back when they have made it their main goal.
Let’s just say it: Buying TV ads is challenging. It’s way too hard.
Most are very aware of the common consumer in-store checkout experience – items are totaled, the price is tallied, and the consumer exchanges cash or credit for their goods, which are condensed into a bag for easy carrying and accompanied by a receipt as proof of purchase.
Facebook has become the mainstay advertising venue for fashion brands. If you ask why the digital marketer will say it works the best.
As you begin or continue your journey toward inclusive work, here are three tips to help you along the way.
2020 was the biggest holiday season ever for marketers and retailers—and 2021 is shaping up to be even more competitive. Give yourself a head start by getting your programmatic strategies in place now.
Thanks to digital burnout and continuous partial attention, remote meetings can feel unproductive. Here’s how to get your remote or hybrid team back on track.
The endemic-era’s digital focus makes it easy for brand advertisements to get lost in the sea of commercials, sponsored posts, and constant notifications.
Being human and authentic in brand messaging – whether sharing a promotion, apologising for shipping delays, or delivering a tear-worthy Christmas advert – is paramount as ever.
For any brand looking to grow with Hispanics, the time is now, and soccer, often called “The Beautiful Game,” is a fantastic way to connect with this audience.
Let’s start with the good news: writers aren’t about to lose their jobs to robots. When The New York Times asked an AI system to generate a column on relationships, this was the result.
From a global pandemic to a racial justice revolution, these past 18 months have accelerated cultural change and demanded that advertising keep up in order to stay relevant.
Let’s take a deeper look at FAST platforms, NextGen TV and their impacts on marketing and media industries.
B2B brands are not selling to companies, they’re selling to people. And the reality is that people have come to expect targeted, personalized messaging that’s relevant to their needs in their own lives.
If Covid signals a step-change in how we preview products, however, technology is a must in this marriage of new realities.
Q4 is just around the corner, a quarter so full of opportunity to run creative campaigns and boost sales.
As we approach the Christmas period, we are likely to see our inboxes snowed under by a steep influx of emails that advertise gifts and services. In order to stand out from the crowd, it is crucial to plan your email marketing with close attention to detail.
As summer plans give way to changing weather, it’s time to start preparing for another holiday shopping season. After a pandemic year, retailers are counting on strong consumer spending to drive revenue and provide momentum into the new year.
Dark marketing is a useful tool that allows brands to engage with consumers like never before, and will become substantially more important with the absence of third-party cookies.
Streaming TV has not only become the most popular form of TV entertainment for audiences, but it has also edged out the linear broadcast for the first time this year.
Never before has the importance of context been clearer than over the past couple of years.
B2B audiences are people, not robots. Do not treat them like machines.
Audio enables today’s most powerful influencers and beloved brands to deliver compelling content and build deep, meaningful connections with listeners.
In the following Q&A, we chat with Isha Sesay, OkayMedia CEO and former CNN journalist, to get her thoughts on the rise of female leaders in media, emerging media trends that could make an impact in 2022 and more.
Given the lingering impact of the pandemic on attitudes toward travel, it’s more important than ever that marketers be able to operate with scalpel precision in targeting their ad spend.
A recent Nextdoor survey found that 73% say neighbors are their most important community. This enthusiasm for the neighborhood extends to nearly every aspect of their lives, from how they’re socializing to which businesses they’re supporting.
According to Scott Bower, Co-Founder of brand consultancy Current Forward, brands in the men’s wellness space need to do extensive research with consumers to truly understand their mindsets, motivations and emotions.
The pandemic created a variety of shifts for destination marketers. Drive markets increased, while fly markets went way down, then transitioned into a bumpy recovery.
Brand loyalty is down. “Genuinfluencers” are in. YOLO is here to stay. Confused? Fear not – here’s how to re-engage with younger consumers, on their terms.
The pandemic took a disproportionate toll on women, but we’ve got the stats – and the solutions – to build fresh brand-led conversations that will work.
Patients are now digital-savvy consumers, forcing the medical sector to shift from B2B to B2C – bringing plenty of opportunities for growth in the process.
People know Venus Williams as a tennis champion and Olympian. However, they may not know her as an entrepreneur. As it turns out, Venus is passionate about tennis and design.
In January of 2020, I launched the U.S. office of BAM Strategy, a 25-year-old independent digital agency headquartered in Montreal. It was, without question, one of the most exciting moments of my career and a milestone for which I’d spent the better part of a year prepping and planning.
For too long marketing professionals have been too focused on the wrong metrics, or the metrics they use can be misleading.
TV has converged with digital-like campaign measurement and full funnel outcome-based insights are available across nearly all varieties of TV campaigns.
NFTs. The metaverse. 3 Tips for Marketing in a 3D Business World
For the past decade, global supply chains have been running a seemingly normal path. Even a year and a half later, industries across the board are experiencing the impacts of supply chain disruptions. With massive labor shortages and continual shipping delays, there is increasing desperation to return “back to normal.”
As organizations continue to recover from changes and setbacks brought on by the COVID-19 pandemic, marketing teams will be critical cogs in the engine of innovation to move forward. In order to be successful, the CMO and CTO need to be more aligned than ever before.
The way you choose to visualize your employees at work matters—and can have a real impact on the way they see themselves and others, as well as how supported they feel at work.
The most important step a leader can take to meet employees where their values are is to establish a culture of trust and empowerment. I only have to look at my own career to see how much this impacts employee and company performance.
With so much focus on how to establish and target audiences in a cookie-less advertising landscape, much of the attention has centered on the power of publishers and their communities of engaged and authenticated audiences.
What is your Metaverse strategy? Whether that question induces your eyes to roll or your eyebrows to raise, it’s sure to be one you’ll encounter from your customer, your boss, or your investors soon. That is, if you haven’t already.
As TV becomes more flexible across channels, as new cross-platform metrics take hold and as advertisers get more comfortable balancing budgets across linear and streaming, we’ll see an even greater majority of marketers manage TV holistically.
The consumer journey is as complex as it’s ever been. There are countless factors that come into play that affect the time between a customer deciding to buy something and when they actually make the purchase.
As ‘mobile advertising’ and ‘mobile games advertising’ increasingly become a distinction without a difference, it’s clear that this opportunity is comparable to the early days of social media as a media channel.
Advertising used to follow a predictable, traditional story arc: Lead in, build-up, climax, the big reveal, offer, and branding. This formulaic ad type is past its prime and simply does not perform anymore.
While it looks like a goldmine, marketers do not have CTV completely figured out yet. In fact, some CTV marketing practices still resemble those from five years ago.
It’s never good to put all your eggs in one basket, and harnessing data is opening up fresh ways for brands to reach new people and drive traffic to their websites.
Focus Groups have been set on the back burner, most recently due to COVID-19 restrictions and the necessity for fast and precise results as the tech era is on the rise. So, what’s next?
The global market for Digital Transformation was valued at $589.7M this year, and it is expected to cross the billion-dollar mark by 2025. The pandemic simply sped up an ongoing shift to digital.
While many charities are doing excellent work, one of the persistent obstacles they face is an inability to communicate effectively to the public the scale of the problem and the potential solutions.
To Successfully Implement a Product- led Strategy, Focus on Creating a Friction-free User Experience
Product-led Growth (PLG) is a relatively new model that has been adopted by many of the most successful tech companies. In a product-led approach, brands want their users to get the core value as soon as possible.
What is the key to increase relevance, driving brand love and, ultimately, revenue? Well, the answer isn’t far off from how one got to be class president or homecoming king/queen in high school.
To inspire and help you begin the Route to Ready, here are examples of how three successful brands got started on their own journeys.
As a proponent of ad tech innovation, it pains me to say this. Our industry is wildly inefficient, not automated, and not transparent. And we’re barely addressing these major faults.
After years of ads and interfaces that talk at users, the brands that best empower customers and maximize the benefits of interactive voice experiences will be those that learn to listen.
Of the omni-present Covid-recovery “we’re hiring” pleas, perhaps among the most curious comes from a media company in Brooklyn aggressively seeking . . . more sign painters.
With people ready to celebrate this holiday season, marketers will need to take just such a data-driven approach to create messaging that resonates and is personally relevant to customers.
When it comes to marketing across multicultural audiences such as Black, LatinX, and Asian American Pacific Islanders, it’s imperative to target segments authentically, and that’s what is playing out across the industry today.
With increasing power and cultural cache, today’s biggest influencers are creative powerhouses at the frontlines of a rapidly evolving influence marketing industry.
Ok, so we’re not saving lives, but if I’m selling you a hamburger, you’ll know you’re being sold a hamburger. Terms and Conditions apply.
Amidst an era of incredible change, why has the brand-agency relationship largely stayed the same?
While consumers are out and about in droves and driving around at, or above, pre-pandemic levels, COVID has permanently shifted consumer behaviors, and thus, brands must shift how they are planning and allocating media.
Our multi-part AWNewYork Twitter Chat series with Nielsen continues with part 3 – The Future of Measurement
To demonstrate the outsized impact of data-driven creativity to drive real change, Global Citizen partnered with Google to pose a challenge to world-class creative & performance media agencies.
The celebrations keep swimming upstream for StarKist’s Charlie the Tuna! Join us a new video premiering at #AWNewYork 2021 celebrating the iconic brand mascot.
12 steps executives can take to hold toxicity at bay and put good karma into the universe.
Join Tara Walpert Levy, Google’s VP of Agency and Brand Solutions, as we explore how marketers can be ready for today’s opportunities, and what’s coming next, in streaming and shopping.
Deborah Stafford-Watson, Head of Provocation & Strategy UK at Elmwood, explores the profound shift in messaging at the core of women’s health care products.
Our 4-part AWNewYork Twitter Chat series with Nielsen continues with part 2 – The Importance of Representation in Media.
If you’re marketing to women over 40, take the time to understand what that looks…
Join Kate Stanford, Google’s VP for Ads Marketing, to explore a real story of what it means to be ready. Tune in to hear directly from senior leadership at Mondelēz International on how they pivoted their teams that were traditionally built for mass marketing to deliver “empathy at scale.”
And the winners of the 2021 Madison Avenue Walk of Fame are… Liberty Mutual’s LiMu Emu & Doug and Microsoft’s Clippy!
Today marketers have nearly endless choices, but audience time and attention are tight. People are moving away from many traditional sources, and they’re tired of their screens.
We kick off our 4-part AWNewYork Twitter Chat series with Nielsen discussing The Elements of a Great Brand.
According to Pew Research Center, today in the US, seven-in-ten are using social media. Of that group, younger adults are the most loyal and heavy social media users, creating an unparalleled marketing opportunity.
By Steven Piluso, EVP, Managing Director, Strategy, OMD USA If you work in a media…
By Alison Pepper, Executive Vice President, Government Relations, 4A’s – American Association of Advertising Agencies…
Head of Shutterstock’s Rights and Clearance department, Corky Balch, discusses the legality of using famous faces for your next campaign.
TV ads transacted on broad age and gender targets from panel-based ratings as the common currency will soon be in the rearview mirror. The journey is well under way to evolve the measurement currency to meet the needs of marketers and publishers.
Join us as we explore how the LGBTQ+, Black and Latinx communities are represented by adland, as well as women and non-binary people all over the world.
Behavioural insights will help marketers thrive this holiday season as shoppers stay online.
Most marketers are now considering best practices. While there are sure to be quite a few, they can all be rooted in a clear value exchange — by highlighting how data collection can improve overall experiences for consumers.
As the reality of a soon-to-be cookieless world sets in for publishers, all eyes are on the need to diversify revenue streams and forge deeper connections with readers through insights gleaned from first-party data.
While it’s probably difficult to imagine in today’s world – where anyone can whip up a business-destroying Twitter storm in seconds – listening to customers hasn’t always been the default.
The gaming industry now boasts three billion players globally with a value in excess of $175.8bn. Gamers are an older and more diverse demographic than often assumed.
If you’re a cat or a dog, what a time it is to be alive. A golden age of flavour. A pet food renaissance.
No matter how much the world changes, the importance of serving your customers well will always be a top business priority. Yet how you achieve that goal must continually evolve.
Which colors work best on screen? How many people should you cast? The answers are…
By Michael McLaren, Global CEO, Merkle B2B The days of cold, rational B2B sales and…
For the last few years, companies have been getting serious about designing unique personalities for their brand-driven chat experiences.
With the holiday season fast approaching, travelers are making choices we haven’t seen before. But that’s no cause for despair.
For several years now, the digital ad industry has operated under the auspices that strict privacy regulations could come down at any moment.
Reddit is infamous for being a marketing graveyard. It is full of buried links from entrepreneurs and marketers that just didn’t “get it.” So how do you “get it” and avoid falling into the trap?
The Almond Board of California has partnered with us since 2000 to increase demand, consumption, and positive perceptions of almonds globally. Our tenure began with an innovative nutrition-based marketing platform and has evolved ever since.
The owners of successful brand characters know when to change things subtly and also know when a change can mean big publicity.
If we are to be prepared for this brand-new ad ecosystem, we still need to address the challenges of data disparity and privacy-compliance that are causing so much concern.
The past year has not been kind to digital media. From the (now-delayed cookie-apocalypse) to Facebook’s continual political troubles to increased scrutiny on digital privacy, it’s safe to say digital media has not had a good 2021.
Third-party data, the product, is better than ever. It’s ethically sourced and privacy-compliant and will remain so even after cookies fall away.
By Michelle Scruggs, Performance Media Lead at Google North America The holidays are a critical…
When the Amazon juggernaut rolls into a sector, market dominance is assured – it’s a question of when not if. Its latest venture? The trusty television set.
Brands are experiencing a dramatic increase in the complexity of their marketing mix as a result of digital transformation.
Eco marketing is growing, by necessity, and with increasing urgency. But that doesn’t mean everyone buys into it.
Audio consumption experienced a huge surge over the pandemic and proved its worth as a powerful form of communication and now, at long last, we can measure just how much.
While we have never completely relied on third-party cookies – by offering Commercial Mix Modelling we don’t need them to measure effectiveness – we are indirectly affected.
The modern age heavily features information overload, with constant competing demands for our attention and patronage.
With its exploding population, growing spending power and youthful bent, the U.S. Hispanic population segment represents a lucrative opportunity for savvy marketers.
The ground is already shifting when it comes to cookies. During this transition period, I thought it might be helpful to share a bit about our approach to cookies (or the lack thereof).
The move to a cookieless world isn’t like the dozens of other tech pivots that have kept publishers on their toes in recent years. This isn’t just a bridge to be crossed when publishers come to it. This move is the big one.
The ‘old’ has become new once again for TV and video advertising. As a premium environment, traditional TV has historically given advertisers a much greater reach using contextual targeting; with campaigns based around content.
Customer behaviors and attitudes are always shifting, and the businesses that are best positioned to understand, reach, and market toward those shifts are the ones that will succeed in scaling revenue.
Despite Covid — perhaps BECAUSE of Covid — robust ad campaigns pitch relocation and tourism. CTvisit (Connecticut) is spending nearly triple the typical amount on its fall regional campaign.
From Steve Miller’s “The Joker” to Carl Douglas’ “Kung Fu Fighting”, the hits of 1974 include their share of classic earworms. But over in adland, Chevrolet made a hit of its own that year – “Baseball, hot dogs, apple pie and Chevrolet” which became one of the most iconic car jingles of all time.
Being prepared or not for the seasonality of your industry can see your sales and revenue skyrocket or take a turn for the worse – let’s hope it’s not the latter!
NYC Mayor Bill de Blasio has proclaimed the week starting October 11 as New York Digital Signage Week. While it’s true that out of home was impacted more than other ad mediums over the past 18 months, the sector has rallied back steadily.
Google and Boston Consulting Group conducted a series of surveys to understand changes in consumer shopping behavior ahead of the holiday shopping season. Suchi Sastri breaks down what the findings mean for retailers.
The role of the agency is changing. Many brands are adapting their processes, redistributing their budget to get more control of their output, with a bigger focus on in-house. This shift has been ongoing for years.
The advertising technology industry has spent most of the past 18 months developing plans and products to fill the white space in targeting that will be exposed when Google finally stops supporting third-party cookies in its Chrome browser.
As Google prepares to move forward with testing FLoC – a.k.a. phase two – the digital industry is encouraging brands to use this time for exploring, testing, and evaluating all the alternative tracking solutions.
When working with finite marketing budgets, businesses need to be sure they’re focusing on getting the right message to the right people at the right time. But who are the right people exactly, and what do they need to hear?
As markets threaten to close a window of opportunity on younger generations’ financial security, AML Head of Strategy Christian Barnes calls on investment firms to start showing EQ as well as IQ – before it’s too late.
For marketers, the glamour of digital has often been its ability to drive conversion, generate leads, and simply get people to shop – with immense accountability.
The old holiday planning cycle of kickoff and design in spring, test in summer, and execute in fall isn’t in full swing like it used to be.
As podcast listenership continues to skyrocket, marketers are allocating a greater portion of their media budgets to this increasingly popular medium. Today, advertisers are spending more on podcast advertising than ever before.
In the heat of summer, the holiday shopping season can feel like it’s a long way away. Experienced e-commerce merchants know better.
Direct mail marketing has fallen victim to the supply chain issues gripping countless industries, making it hard to find the very material that mailers are printed on.
Over the past 20 years, automation has transformed digital marketing and media, in all its forms, one way or another. Despite its ability to change the game, however, its impact has been gradual.
Picture this: you’re new in town, and choosing a pub to pass the hours in. One place has half-price drinks and the bar is heaving.
There’s been a tremendous amount of upheaval in the ad industry recently.
If you have not invested in creating a culture of video within your organization in a post-COVID world, you are literally losing ground to your competitors at this very moment.
Stimulating and creating a space – both physically, emotionally and intellectually – where ideas can be formed, new thinking can be encouraged, and product development can be shared and inspired is often easier said than done.
The pandemic has reinforced what brands and retailers should continue to focus on: enabling people to shop when they want, how they want, and where they want, all the while providing a pleasant and frictionless experience.
After spending months indoors and consuming in-home digital media at a colossal scale, the reopening of hospitality and event venues is bringing back eyeballs to public spaces.
It shouldn’t come as a surprise then to see that 60% of marketers are shifting ad spend from linear to streaming TV platforms.
It seems obvious that performance marketing and creative teams should work together but most agencies and brands have created silos within marketing to decentralize their operations between creative, media buying and performance marketing.
As marketers consider their internal and external practices where thoughtful DEI is concerned, I think the advertising industry might be ripe for change within its oldest institutions.
In the following Q&A, we chat with Eddie Dingels, GroundTruth’s Chief Operating Officer, to get his view on the evolving mobile landscape.
With under 16s making up almost 40% of all online users, they are having profound and long-lasting changes on how the internet is perceived and used.
Data partnerships – they’re incredibly powerful. But do you know if your data partner takes security as seriously as you do?
We bring on a new data provider at least every quarter, if not every month. Along the way, we’ve learned some lessons about how to bring on new data partners.
In the last year, the pandemic has forced businesses to rethink everything. Companies have scrambled to figure out how — and even whether — to move forward.
We often tell people to be themselves, shouldn’t the same apply to brands?
The Creator Economy is a wave that has been building. About three years ago, there was a surge of micro-influencers and niche markets that joined social media celebs.
Data independence means that a marketer’s ability to reach their target audience is not solely reliant on the whims of tech giants, but rather their own data collection and management.
With the return of bigger audiences and the end to lockdown in many parts of the world, out-of-home (OOH) advertising revenue is expected to bounce back in 2021 with a growth forecast at 14.9%.
Google’s Core Web Vitals will soon be used to rank a site’s SEO. The rollout is due this summer, so it’s currently high up on many publishers’ agendas.
Visiting in-laws in heartland Ohio showcased an important reminder about media trends: political messaging is 24/7 even in non-election years.
The past year and a half – with its lockdowns, missed holiday opportunities, confusing rules and regulations and inclement weather – has presented multiple barriers to spending.
What if we were more self-aware on a daily basis, and actively worked to find our way back to our younger selves? Less second-guessing, overthinking, and obsessing over the opinions of others?
The digital world is on the brink of big changes, and publishers will see their workflows evolve significantly.
In this Q&A, Scott Knox, President & CEO, Institute of Communication Agencies and Jamie Matthews CEO of independent agency Initials, will be delving into the current challenges North American agencies face, particularly after the pandemic.
Although it might be hard to remember a time when “Googling” wasn’t a ubiquitously used verb, it’s worth reminding ourselves that the company is only 22 years old.
While this has been going on, connected TV (CTV) – which is free from third-party cookies – has seen its viewing figures increase in a massive way, growing by four billion hours per week in early 2020.
If you’re looking to get the finishing touches to your summer and autumn outfits, join us as we walk you through the top trainer trends of 2021.
Old print vehicles aren’t grabbing attention or influencing purchase behavior the way they once did. Most Americans—46% according to Pew Research Center—don’t even look at print circulars anymore.
The retail sales season will soon be upon us, starting with back-to-school sales next month through to retail’s most significant sales event – Black Friday.
If there’s anything certain about today’s world, it’s that it’s uncertain. And in the world of B2B, nowhere is that uncertainty more well-founded than in B2B events.
Between two products of identical quality and cost, today’s consumers will choose the product that stands for something they support ten out of ten times. We promise.
The history of innovation follows a familiar pattern: New technology comes along that improves our quality of life—like the car—then time reveals its unintended consequences, and innovators jump in to create something even better.
It’s difficult for today’s marketers to measure what’s actually causing customers to engage and/or buy. Fortunately, one tool can help marketers accurately calculate conversions across channels. It’s called an identity graph.
Born during a time when consumer technology was exploding, GenZ spends up to 10 hours per day scrolling on their mobile devices and has become a ‘camera native’ generation.
Successful agencies actively strive to develop and maintain long-term client relationships. And it’s easy to see why.
Now physical events are returning and so is the unique spark of interacting with people en-masse.
Let’s take a look at a few ways in which marketers need to reframe their thinking around Hispanic audiences and what was once considered a “niche opportunity.”
Once upon a time, local advertisers had to rely on their own instincts for marketing, whether printing flyers or hiring a sandwich-board-spinner.
The next major advertising channel will require investment, organization and experience.
It’s like the American populace have been bottling up their feelings for decades and finally exploded in a roaring symposium of joy, sadness, fear, excitement, anger and more.
It’s no exaggeration to suggest that Covid-19 has brought out the best in retail brands. This was especially evident on the supermarket frontline, where uncomplaining staff provided reassurance and support as anxious customers descended on food aisles last year.
Retailers have experienced a cataclysmic shift over the past year. What used to be considered standard is no longer relevant as online shopping has progressed at warp speed.
A recent survey found that 6 out of 10 consumers think that brands have a responsibility to be encouraging COVID-19 vaccinations. Major brands, from Budweiser to Krispy Kreme, are stepping up to this challenge by offering incentives unique to their brands.
When making the case for brands selling on Walmart.com, most experts focus on the financial reasons: Walmart has favorable demographics. It has surpassed eBay to become the second-largest marketplace.
For digital media, advertising and numerous other industries, automation is the key solution needed to improve efficacy and efficiency, allowing businesses to outperform the competition.
The reality is that we experienced a major lifestyle change last year and reverting back to our pre-COVID habits will be no small feat.
Did you know that an average U.S. consumer spends more than 70% of their day outside their home?
Considering that Safari is the most popular mobile browser in the US, there is a lot of missed opportunities for monetization. Publishers are now fighting with one hand behind their backs.
Even in the Ad world, Client Servicing departments are part of the old, tried and true Ad Agency adage… but things have been taking a turn.
From the rise of cohorts to advances in contextual solutions, user-level targeting will shift towards a one-to-many approach – and this is where the real change will take place.
To realize its true potential in this time of growth, CTV must glean lessons from the journeys of other digital channels as we head into a privacy-first future.
Recently, France ruled that Google’s advertising practices created unfair advantages by favoring its own ad server and ad exchanges over third parties.
Welcome to your journey towards a cookieless world. Those third-party cookies that marketers love so much — and that consumers are so annoyed by — are fading fast.
In the world of communications, there is a stereotype that corporate comms, with their technicalities and legalities, aren’t creative. So, how do you go about changing perceptions around corporate and sustainability comms?
Brands are constantly battling for the attention of their audience. This is quite a challenge as there is an incredible volume of content bombarding consumers each day, every day.
Like most sectors, frankly, Sport has done an excellent job of papering over the cracks of this issue. Mental health has a stigma tied to weakness, which is absolutely the antithesis of what most sporting professionals want to portray.
Digital marketing trends come and go, but some strategies continue to hold importance even as the world progresses at a fast pace.
The Games, as well as the Paralympics, create a unique opportunity for businesses to connect with their customers around something that resonates across the board: sport.
Moving forward, it will be important to approach TV measurement and addressability in the same way as digital, giving advertisers the cross-platform insights they need to increase the efficiency of their TV ad campaigns.
Before marketers get too optimistic that the old days will soon be here again, it’s looking more like a slow transition back to normal. Enter the hybrid event.
Success in marketing still requires strong creative. All the technology in the world isn’t going to get you far if you can’t deliver compelling, relevant creative at the moment you’re reaching your audience.
With the rise and rise of digital marketing, advertisers have sophisticated tools at their disposal to measure and auto tweak ad effectiveness in real-time.
While brands knew Apple’s privacy forward approach was coming, the world is just now seeing the real impact of this ATT update, which is giving consumers more access and power when it comes to what information is shared with advertisers.
There have never been so many talented developers and titanic publishers working within the genre, and that’s owing to the never-ending appetite for hypercasual games in the world today.
More than ever, as a national and even global community we need what the Olympic Movement provides – an antidote to the cultural tenor of the past two years; a push to exhibit “the best of us.”
Forward thinking marketers focused on performance strategies and methods have noticed an undeniable shift — especially within partnership and affiliate marketing.
A swan gliding serenely on the water’s surface yet paddling frantically against the depths below is a favourite analogy of marketers when describing their day-to-day role.
Euro 2020 was the tournament in which sports consumption went truly social. With public venues in many countries still subject to social distancing or lockdown restrictions, fans took to more accessible digital channels in greater numbers than ever before, and the Tokyo Olympics is sure to continue that trend.
Like most runners, long runs are where I do most of my thinking. It’s a rare gift of white space in our always-on world. It’s time to stop thinking about brand and performance separately.
If you think that branding is a luxury and something you can do in the future, when your business is successful, you’re not alone in thinking this way.
More and more brands are wanting to appear on TikTok, and the platform seems to have achieved a rare level of viral popularity among the most desirable audiences. TikTok, however, is not a typical media platform. Here are some very important points to consider for brands that want to get onto the newest, most popular digital platform.
Pharmaceutical marketing – it’s a bit odd, isn’t it? Almost impossible to categorize in the traditional marketing sense. Is it B2B? Yes, in some markets, but not in most. Is it B2C? Yes!
There’s a healthy number of ROI opportunities within the payment automation sphere, and it’s relatively easy to estimate for any given organization by doing a payment analysis.
Digital transformation means different things to different businesses. Some industries have rapidly changed beyond recognition; others have struggled to do more than make incremental improvements to the way they’ve always done things.
As we look to the flexible future of work, the questions that are frequently asked are – ‘will businesses continue to let their employees work from anywhere? What does flexibility mean when it comes to employee work/life balance, post-pandemic?
Over the last year, and catapulted by the pandemic, mergers and acquisitions of ad tech companies have been dominating the ad tech industry.
The average UK home now uses 10.3 internet-enabled devices. With an excess of channels to choose from, audiences are no longer fully reachable via one platform. To keep up with consumption habits, marketers need omnichannel solutions that connect with their core customers as they move between touchpoints.
Delivering the best customer experience, both online and off, is vitally important for driving business, but the environment is changing quickly.
The ultimate strategy guide is that which helps you develop a marketing technique that’s guaranteed to convert always – even without having to pay any top content marketing agency.
It was only last week that the world learned the private information of employees and customers of McDonald’s had been stolen, in yet another example of cybercriminals infiltrating high-profile global companies.
A decade ago, a cable television subscription was your ticket to news, entertainment, sports, and the shows everyone was talking about. Now, cable is just one of many ways that consumers can access video content thanks to the rise of connected TV.
Never before has it been as important for retailers and brands to understand the driving forces behind consumers’ decisions to move or improve their homes.
Virtual events can seem like strange and unengaging substitutes for in-person events, but the truth is that they are rich with opportunities to build personal connections.
In the world of commerce, the power balance between seller and consumer has dramatically shifted. It was comparatively simple to convince consumers to convert and purchase a product or service in times past.
Watch our on-demand webinar presented by Criteo’s video expert, Lucy Rogers.
With the future of identifiers cloudier than ever before, the new competitive edge for marketers lies in uncovering unique data sets.
The first half of 2021, much like most of 2020, has been full of changes for the Ad and MarTech industries. The second half of 2021 is poised to deliver another onslaught of changes for marketers.
Despite gathering significant momentum in recent years, the concept of diversity seems to remain a separate workstream for many businesses, as opposed to manifesting itself as a significant shift in policy, process, and approach.
Without a doubt, the Great Re-Opening of America has begun. In addition to flocking to the restaurants, bars, and entertainment venues that we so dearly missed, American shoppers are eagerly returning to brick-and-mortar stores.
The economic impact of the pandemic has not been spread equally. Hard-hit industries like travel, retail and automotive were forced to rethink fundamental principles underpinning their normal business practices. While some faced hardships due to a prolonged disruption in trading, others capitalised on this new digital-first environment.
Your brand strategy was never destined to succeed. Months of work, resources, discussions, and meetings that somehow never get you to the gold at the end of that proverbial rainbow. It’s a chronic problem caused by the system we’re working both in and against.
An ecosystem, by definition, is a group of interconnected elements, formed by their interaction with each other.
Coming from the world of a creative agency, it can be hard to fully appreciate all of the digital advancements the industry has experienced in the last 5-10 years. Companies have talked about breaking down silos for years now, but implementing change is notoriously difficult.
In the privacy and a loyalty-forward world of empowered consumers, brand leaders are eager to understand what drives demand. When playing the long game of building customer relationships, customer mapping becomes ever more important and as such, it’s crucial to get it right.
It’s estimated that 98 percent of websites aren’t fully accessible, creating a significant digital divide that’s harming people and businesses. In response, digital platforms need to understand the case for accessibility while taking practical steps to improve their operations moving forward.
The evolution of media is inextricably linked to the societal and technological shifts that preceded or surround it.
Highlighted by GenZ, youth are pushing brands to dispense with the BS, contribute to social progress, ease their considerable anxieties, and help them course-correct the imperiled planet they and their children will inherit. Expect more brands to wake up to their power and influence.
Contextual advertising is the latest example of “everything old becomes new again.”
Even with news Google will phase out cookies mid-2023, the question remains; are you prepared for the great data crisis to come? How can you educate yourself on what to expect?
The size and influence of Black and Hispanic audiences continues to grow – and along with it, the importance of these communities in the advertising ecosystem. Is your brand doing everything it can to reach them?
Although they’ve “always been right”, customers have never had the power they do in 2021.
The panic surrounding the “cookiepocalypse” reminds me of the Y2K scare when everyone thought a computer bug would break the digital systems that controlled everything from banking to air travel, nuclear energy management, and more.
As brands have reevaluated how they communicate in unprecedented times, agencies have spent the better part of 2020 adapting their strategies to fit into this new reality.
In this chat, David Denny from OpenX will discuss some of the changes we’ve seen in recent years, what’s important to brands and agencies in programmatic today, and what’s coming next in programmatic.
As we’ve been forced to rethink all aspects of our industry over the past year it’s also time to rethink how we approach ad buying in the TV space. It’s time to reassess what the best process is not only for media owners but for buyers.
The essence of brilliant storytelling through a visual medium is the ability to transport and immerse the audience in the moment, by painting a picture of a place, people and possibilities that invoke all your senses – the art of great storytelling forms the bedrock of our creative industry.
The imminent UK government ban on advertising products that are high in fat, sugar and salt (HFSS) is almost certainly well-intentioned. But it is also heavy-handed, especially given the positive impact of industry self-regulation, as well as the advanced technologies available to manage and control ad exposure.
Digital advertising is more complex and fragmented than ever, and brands are turning to their agencies to help them understand how they can still deliver business outcomes in this environment.
This report brings those key trends to life, examining why they are so important, and discussing the potential impact they will have on our industry, our clients, and our target audiences.
As we begin to map out work and life post-pandemic, implementing ResTech is a vital and necessary solution for every marketer to include in a marketing strategy. Let’s explore the what, the why, and how.
New Opportunities to Drive Client Growth Preview the manual: What’s inside: See how businesses are…
Recent technological breakthroughs have enabled brands, for the first time, to understand how users interact with TV ads and identify what actions they are performing after seeing an ad.
Peter Wallace, Managing Director EMEA at GumGum, explains why the privacy maelstrom has been hijacked by commercial ambition – with user-centricity paying the price.
Cookies have been on the wane for many years. For over a year, we’ve known that Google, the most dominant force in advertising, plans to end support for third-party cookies sometime in 2022.
With Pride Month coming to an end, we’ve seen many brands go all out to paint themselves as allies to the LGBTQ+ community.
Box offices are reopening and studios are shooting again, but the time Americans spent at home has likely changed media consumption forever.
We’ve all learned what that feels like over the past year or so, so it should be easy enough to understand: when the situation is always evolving, we have to roll with the punches. As marketers and advertisers, that’s what ongoing shifts in shopper behavior demand of us.
As a bi-racial, divorced, and working mom of three, I have faced more than my fair share of hurdles as a female working in tech. I have taken the lessons I have learned over the years to my current position at NetBlaze, a digital marketing SaaS company for small businesses.
Addressing climate change is one of the basic human needs that successful businesses of the future will find a way to address. The world needs sustainable businesses to succeed — and for that to happen, they must have the most successful brands.
Sudden lockdowns caused many brands to scramble to create digital experiences to fill the void in 2020. But as we settle back into a more physical world, are these virtual experiences here to stay? Three marketers weigh in on what our virtual future might look like.
Milk, vodka, lamb and Walmart…these aren’t a shopping list, but some of Jonathan Waecker’s favourite ad campaigns. Here the US-expat and Chief Customer Officer for New Zealand retail giant The Warehouse Group explains why these ads have stuck with him.
Generation Z is arguably the choosiest when it comes to the brands they support. But as 20-something entrepreneurs Nik Mirkovic and Alex Tomic prove, if you get your product and comms strategy right, you can ride the wave of approval and build a really strong brand.
2020 was a game-changer for e-commerce in Europe. Brands and retailers have surged towards digital channels and omnichannel marketing has become a true buzzword. Some of our clients have seen their e-commerce sales double after just a few weeks.
For publishers and advertisers alike, podcasts have grown in importance over the past twelve months to become one of the most exciting and effective market channels available today.
As we look at the world with fresh eyes and deeper understanding, human truths remain the same—we want to escape every day, feel part of a community, be part of something meaningful and learn something new.
Our agency mantra is ‘Digital For Good’, which is based on a belief that digital can and should make life better.
Lorenzo Thione is the Managing Director at Gaingels. A venture investment group focused on investing and supporting LGBT+ founded/led startups. He recently sat down with Nick Woodford, content manager at Anzu, to talk about the ground-breaking work that Gaingels do.
Brand Purpose (capital ‘p’) offers the WHY a brand does what it does. It goes beyond profits, offering a reason for being that’s grounded in humanity. And, as many brands have recognized this past 18 months, that Purpose can be a guiding and stabilizing light in dark times.
The online shopping experience on many websites can feel like being dropped in the middle of a warehouse — especially for something like grocery where there are thousands of products to choose from.
When creating new content, video or otherwise, one of the first steps you should take is defining and researching your audience.
In the past few years, brands have started to embrace the LGBTQ+ community, often changing their logos to feature rainbow colours during Pride months to show their support. Having worked in the media ecosystem, I noticed that there were still things that needed to change for brands to show their support further.
In this report, you will discover the six main themes that emerged from this summit, explaining how marketers should approach the fast-growing mobile space.
COVID-19 vaccines have been rolling out across the U.S. for six months now, but the real work for vaccination campaigns is just beginning. As supply eclipses demand, all eyes are turning to Americans who have expressed hesitancy or outright resistance to being vaccinated against COVID-19.
On June 24-26, 2005, evangelist Billy Graham held his “last crusade” at Flushing Meadows Corona Park, speaking to approximately 242,000 people. Today, from Graham’s birthplace Charlotte, NC, Gale Bonnell of Adams Outdoor Advertising looks back at the connection between the legendary preacher and out of home media.
There’s a lot to be said for being a working mom or dad. But one thing that’s not often talked about is the lessons of parenthood that have an uncanny application to marketers and business leaders.
Even though people are getting more used to the idea of shopping online, the fact that they can’t see, touch, or try the actual product is a big purchase stopper. Luckily, eCommerce companies and their marketing teams have product videos to help them with that.
In 2021, in perhaps the most dynamic ad marketplace in the history of advertising, advocating a data-led, tech-enabled, omnichannel approach is not enough to keep you nimble, ready to compete and win.
In the latest instalment of our series exploring corporate social responsibility, we speak to Paul Sigaloff, who leads Verizon Media’s business in ANZ, India and South East Asia.
Sometimes finding inspiration starts with knowing your audience intimately. Here, Carmela Soares, Creative Strategist at Facebook Creative Shop, outlines the importance of resonating with individuals on an emotional level.
Wooing Generation Z can be a tough sell. Educated, dedicated and increasingly conscious of their consumption habits, they can be a tricky cohort to engage in authentic ways. Unless of course, you’re New Zealander Iyia Liu, a serial entrepreneur who has shown again and again she knows what Gen Z wants.
To many, it feels as though the skies have parted and the world around us is opening up. Our worlds have been ‘unlocked’ and it has us ready for what’s next. In fact, the first place we’ve gone is to our computers…“Get me the heck out of here!”
Everyone is talking about the end of the cookie and what kinds of targeting will survive in the aftermath. Many continually debate that context is or isn’t the answer to this loss of signal.
The Upfronts returned to a virtual format in 2021. But even compared to 2020, we saw some differences this year. First and foremost, streaming is a much bigger part of deals this year than it ever has been in the past.
Carriers and OEMs have spent decades investing in innovations that delight consumers and enhance the ways we use our phones, discover new things, make decisions and purchases.
You would never think about doing your job without ensuring you’re fully prepared for what’s in front of you. And yet, time and again, many people continue to wing it when it comes to one of the few areas that can immediately derail projects, reputations, even careers.
Audiences rediscovered their love for TV in a big way last year, specifically its more flexible digital incarnation. At the pandemic peak, CTV consumption soared by 160% globally and almost half of the consumers admitted to heavier use.
“Synergy.” “Leverage.” “Paradigm shift.” Why do people talk like this at work? Here are 20 words and phrases to cut from your work vocabulary.
Everything You Need To Know About Customer Engagement in 2021, all in one report. Download The Participation Economy presented by Braze.
The checkout flow is easily the most crucial phase of any online business. But, with customer expectations for an easy purchase journey at its peak, the process is not always smooth-sailing.
The digital advertising industry is a space of constant evolution. From the emergence of smartphones to the adoption of Connected TV, to the laser-focus on data privacy, ongoing developments continue to transform online advertising.
In the 20 years since FirmDecisions first made media contract compliance auditing an integral part of many leading brands’ system of checks and balances, much has changed in the marketing ecosystem.
During the spring of 2020, when Covid-19 lockdowns spread across the U.S., numerous advertisers on Facebook, Amazon and elsewhere paused their campaigns.
Data technology companies and brands are scrambling to protect income streams and create workarounds for campaign targeting to ensure paid marketing success within the new constraints.
Over the last year shopping, consumption, and engagement patterns have drastically changed when it comes to how people interact with brands. But, one thing remains to be constant, participation with people, where they are, is key for brand connection.
The Out of Home industry took some big blows from the pandemic, but it is recovering fast. Along the way, we have learned some interesting things over the last year.
Business travel expenses will be scrutinized like never before as companies weigh them against the cost of videoconferencing (which is virtually free). Mainstays like privacy and comfort will remain important, but new values like flexibility have emerged.
AW360 sat down with Brad Ralph, Senior Director of Content Development at Getty Images, to talk about his experience as the founder of iStock.com and share some of his hard-earned insights as to how small businesses can keep in step with copyright laws and protect creators’ rights.
While digital ad spend may be rising, overall marketing budgets are still contracting, albeit at a slower rate than last year, meaning marketers need to account for every penny spent and prove they are delivering real value.
Innovation remains at the heart of Webex, and today they are launching an all-new Webex Suite that is built on the most recent learnings on remote work realities the global pandemic taught us.
For brands that manage a loyalty program in the travel space, now is the time to conduct a thorough review of both your loyalty program and your loyalty strategies to ensure you can make the most of the recovery phase.
Say a company has successfully identified a problem or opportunity. What is the next step?
I started work at Little Colossus (owned by UnLtd) at the start of 2020 and I officially became the General Manager in July. MOOD tea is the first brand we have launched as Little Colossus.
There’s something to be said for giving your target market a say in the development process, from a marketing perspective or otherwise.
The Digital Transformation taking over today’s world is an inevitable revolution that will keep growing as tech advances.
Why follow one track only when you can combine the best of all worlds to maximize returns. This is how you build a real B2B brand that you can actually take to the bank.
Hardhat is an agency that works to marry the best of creativity with an understanding of the ins and outs of human behaviour. Here, Co-Founder Dan Monheit gives us an insight into how he uses psychology to fuel creative output.
Cultural inclusion is gaining prominence in the advertising industry and in recent years it has taken great strides forward. Here, we talk to four agency heads across Australia and New Zealand, who have been bringing indigenous voices and cultural values further into the mainstream advertising and media environment.
There are good reasons that content has long been considered the rightful king. When well placed and targeted, it has the primal ability to connect and spark consumer engagement, both short and longer-term.
Think back to the long-ago pre-pandemic days of 2019, when engineering leaders and hiring managers brainstormed the best ways to create supportive, inspiring team cultures.
As we look ahead to a new wave of winners and losers – yet to be decided in the post-Covid flux – businesses that walk the line between digital and real worlds may well come off the best.
Every decade or so there is a public service ad campaign so iconic that it defines the time in which it was made. The new ‘It’s Up To You’ campaign, aims to educate Americans about the COVID-19 vaccines and will almost certainly be the defining campaign for the 2020s.
Streaming TV advertising brings new opportunities to brands as first-party data and the digital infrastructure enables more advanced targeting and measurement capabilities. These capabilities give marketers more control over their campaigns resulting in better ROI.
In this era of inclusion, which has become synonymous with diversity, brands need to show what really matters. In the LGBTQ+ community, it’s important to connect through imagery that feels real and avoids using stereotypes as shorthand.
Working with a nonprofit can be a powerful way for a brand or corporation to express its values around civic or social issues. Let’s digest what it really means to work with a nonprofit and how to make the most of it.
While the increased difficulty in tracking consumers across the internet will pose challenges, these changes will also open new opportunities and ways to create a better user experience.
Here we distill the key insights from OpenX’s roundtable discussion at Advertising Week 2020 and put the spotlight on a broad panel of experts across the media and marketing landscape.
This report focuses on the dramatic changes we are experience in the TV and advertising-supported video on-demand (AVOD) landscape in 2020.
Despite the pandemic, the benefits of attending conferences – albeit virtually or in person – have never really changed. Here, industry trade show regular, Josh Paterson of Grammatik Agency explores the benefits of the future of events and how a hybrid experience will be the way forward in the months ahead.
Advertising has long been about three things: audience, placement, and creative. But creative, the third path through these woods remains the road less traveled. This is a huge missed opportunity. Creativity is the most important factor in campaign performance.
The business world is moving towards sustainability. The benefits are clear: you can help the planet and help your business. In fact, one-third of consumers prefer sustainable brands according to a report by Unilever.
When did you start caring about workers forming unions and striking for better pay? How old were you when any alarm set in over the potential for monopolization of information and access to it became a critical concern in your mind?
A key goal for any business is brand loyalty. While one-off sales are always positive, it’s a loyal customer base and repeat business that truly sets a brand up for success.
Reactive marketing is the effort by brands to quickly produce content that responds to a current event, talking point or faux pas in a clever or thought-provoking way. It has roots in the newsprint advertising industry, but social media has been instrumental in its meteoric rise.
Digital transformation represents a fundamental change in how an organization delivers value to its customers. It’s the latest in a line of data-driven, tech-enabled shifts that have fundamentally changed modern marketing as we know it.
I can’t compare and contrast what it was like to lead a company before and during the pandemic, but I can share three lessons I learned during this time that my team and I will carry forward into the future.
The way brands excite consumers may have changed due to the physical, in-person limitations of the pandemic, but it doesn’t mean people aren’t looking for ways to recreate the experiences they had with their favourites pre-COVID-19.
Competition in healthcare grows daily, with the digital marketplace more congested than ever before. Delivering cut-through in this space requires a strong brand, a robust marketing strategy and a class-leading customer experience.
If 2020 was the year of upheaval, 2021 is the year of progression. Businesses and marketers need to be pushing forward. Now is the time to dominate your industry and tackle influence, attention and profits.
Ads.txt, created in the summer of 2017 by the IAB to help publishers exert more control over their advertising inventory, and Sellers.json, released in 2019 by the IAB for buyers, are both well-intentioned and technologically well-designed.
A recent Fortune article examined some of the eye-popping statistics surrounding the growth in eCommerce in 2020. Even as retailers across the world dramatically increase their online sales, Amazon remains the 800-pound gorilla in the marketplace.
Seeing marketing as the sole arbiter of video content or framing video as the new broadcast equivalent to meet the demands of CTV misses the point.
In this report, you will discover the six main themes that emerged from this summit, explaining how marketers should approach the fast-growing mobile space.
Nicola Sturgeon is probably rubbing her hands together in glee right now. She’s pumped up, ready to take on Westminster with what she will no doubt argue is a renewed mandate for a second referendum.
B2B marketers need to think ahead in order find their direction and navigate tomorrow’s privacy-compliant cookieless world.
You will never know whether or not your business is thriving or heading in the right direction unless you measure the effectiveness of the strategies you implement. Key performance indicators or KPIs are essential in measuring your organization’s efforts in achieving its goals.
Another year brings another year of new products. Once upon a time, queuing for the newest game console or camping outside a retail store for a pair of celebrity designer trainers was an unusual event.
New Zealand-founded agency Special Group has recently taken out Campaign UK’s Global Creative & Independent Agency of the Year award. Founder, Tony Bradbourne, reveals some of the secrets of its internationally renowned creative.
Ahead of AWAPAC 2021, Advertising Week presents a Q&A with Brett Armstrong, General Manager, Global Business Solutions, TikTok ANZ
How much “privacy” is actually in Google’s privacy sandbox? I fear a further oligopolization of the internet if no countermeasures are taken.
Global competition is fierce. And, for new businesses, it can be intimidating. Whether your business succeeds or fails comes down to profitability (the amount of money remaining after all business expenses are paid). That’s the only way to build a sustainable business.
There is still only a very limited number of brands that use older people in their content for products and services that aren’t age-related. Brands are often too quick to assume that younger demographics are the only ones engaging with digital.
Gen Z is an enormous business prize: this group is the biggest generation ever, estimated at 30% of the global population. As we know, they are almost constantly Fortniting, TikToking and Netflixing their way through the world.
In today’s multichannel world, marketing campaigns are more complex than ever before. To ensure their message is being seen by the right audience, marketers have to engage consumers across multiple channels and digital media.
Consumers are devoting their time to an ever-more diverse portfolio of devices and formats, so it can be tempting to assume that traditional formats must have lost some of their shine; mass digitization during the pandemic has only fueled these assumptions.
While the last thing the advertising industry needs is another buzzword, re-orienting thinking toward a ‘strategic content partner’ approach embraces the best of in-house and long-term partnerships.
As COVID-19 lockdowns begin to ease, global digital immersion has become impossible to ignore – and social media has quickly become the lifeblood of every brand’s marketing strategy.
2020 marked a trying time for us all. As we inch closer to the pandemic’s end, can we look back and call out the inspiring moments associated with it too?
As a channel, email continues to evolve and become smarter. But at the same time, deliverability challenges still plague senders and prevent emails from reaching subscribers’ inboxes.
Subscriptions have surged in popularity during the COVID crisis, with two in five people in the UK signing up to new subscriptions since it began and at least 57% having one, up 10% on last year.
For many Gen Xers and Boomers like myself, Friends was a cultural touchstone; it reflected who we were as twenty- and thirty-somethings before it signed off in 2004.
The ad tech industry has spent the past year closely monitoring and digesting updates around Apple’s SKAdNetwork and Google Chrome’s Privacy Sandbox, knowing that both carry dramatic implications for how our industry will gather consumer data.
A combination of the roadmap out of lockdown and an effective vaccine rollout means UK consumers are starting to envisage a more positive future.
A half-century ago, small-town startup Daktronics made an electronic wrestling scoreboard that became synonymous with the sport. Now Daktronics (NASDAQ: DAKT) lights up the world.
Here are 5 significant commerce media opportunities that you can try with your clients – all with multiple important benefits.
Performance marketing has always belonged to the lower funnel, to the end of the customer journey, to programmatic and search — or so the thinking goes.
To better understand the rise of intent, B2B marketers need to think about their core function: listening to what their prospective buyers are looking for.
Ahead of Vevo’s AWAdvance event on 25 May, 2021, we sat down with Robert Velez, Director of US Multicultural & LATAM Sales at Vevo to discuss the LATAM market and Vevo’s unique and growing position within it.
As consumers emerge from lockdown – some blinking and tentative and others in a mad dash – marketers need to remember it won’t be like it was BC (Before Covid).
Content marketing is, however, the most sustainable way to grow demand and a loyal audience. If you’re in need of immediate results, content marketing is not for you. But if you’re after long-term success and growing your audience base, you’ve found your match.
Over the years we’ve heard lots of debate about the viability of email. As social media steamrolled onto the scene, many people in the industry even wrote email off as “dead,” proclaiming that social would make email irrelevant, especially for younger generations.
Optimism, properly channeled, is a powerful catalyst for change. And if you can retain your sense of optimism even amidst a pandemic, you possess a marketer’s most essential quality.
If the ad industry wants to resolve its privacy and data-tracking issues, it should take a cue from retail.
Earth Day has been and gone but sustainability need not be hinged on just one day in the year. While it serves as a conscious reminder to us all just how important it is to protect our planet, consumers are more aware than ever of how the decisions they make impact the world we live in.
#WorkFromHomeLife has affected us all… so why are businesses still relying on imagery of moms homeschooling while dads work?
With economic conditions and key indicators on the rise, B2B marketers are taking stock of their business to take advantage of what should be a very strong 2021.
There is nothing like a pandemic lockdown to induce some much-needed introspection. For some, it manifested as a deeper focus on quality family time, rediscovering the outdoors, or picking up a new hobby.
The digital advertising industry has been operating at the expense of user privacy for a long time. As an industry, we need to make some fundamental changes to redress the balance.
There are plenty of lessons to take to heart from 2020. Both the pandemic and the social justice movements ignited by the death of George Floyd in the U.S. have cracked open the protective shields many brands had been hiding behind.
A decade of “roaring 20s” celebration is possible, but it’s not here yet. If the needs of the smallest firms are not perfectly aligned with the needs of the largest—their recovery won’t be, either.
Social media has been the dominant media channel for around a decade, and for good reason. The sheer size of social media platforms’ audiences (Facebook alone counted 2.7bn users) and the rich data they collect have created an advertising bonanza.
In a panel by Advertising Week, presented by Magnite, we get an inside look into the billion-dollar growth of the company Pluto, which was recently acquired by ViacomCBS, how Roku navigates viewer and brand relationships, and how CTV opens a world of opportunities for live sports advertising.
Among the industries devastated by the global pandemic, perhaps none have been as thoroughly ravaged as the live events space. In a single year, the live events industry took a more than $30 billion hit in terms of lost revenue, and the crisis isn’t over yet.
The title of this article, Meaner and Nicer, expresses the realities of starting and owning a business. It reflects the advancing and changing environment in which my firm was built, as well as the marketplace’s reaction to the evolution in needs, attitudes and world views that span two decades.
The German market has a reputation for being a little slower to develop than other parts of the world, with a longer adoption cycle for new products/features, hesitancy to work with international players not based in Germany, and sensitivity around data privacy.
Need help mastering a complicated recipe? Inspiration for up-cycling old furniture? Tips on how to homeschool while working a full-time job? Advice for re-entering the world as it slowly starts to open back up? There’s an online community for that on Reddit.
Brands are increasingly turning to programmatic delivery to bolster their efficiency, but to survive the death of the cookie they’ll need a better grasp of contextual targeting.
By now, most of us have begun reckoning with the coming reality. Cookies are indeed going away, identifying customers is undoubtedly getting harder, and companies like Google and Apple are not coming to save us.
The TV landscape is in a state of transformation, as is the advertising that powers it. Applying our industry’s standard “shiny new object” lens to what’s happening in TV right now does the reality of the opportunity a disservice. Here’s why.
Tourism analysts see hopeful signs in theme park bookings, airline traffic, and more. Leisure travel is recovering first, ahead of business trips, experts say.
Work culture matters. Now more than ever. Who you are and what you stand for matters to people who work at your company and buy your products.
Covid-19 exposed African American beauty salons and barbershop owners to more than a virus: It exposed how important these businesses are to the Black community.
App-less augmented reality may be an inevitability. But with WebAR comes both new opportunities and new challenges.
While every part of the business community has been affected by ever-changing regulations, closing and re-openings, as well as health and safety guidelines, impacts to the small business community have been significant.
Working as part of an agency roster is tough at times, but it can equally be exciting. At Dog, we’ve had over 20 years of practicing how to navigate and get the best out of cross-agency partnerships and learned a lot along the way.
In advertising we’re having our Fujiwhara moment, where the privacy wave is intermingling with the targeted advertising ecosystem, creating a confusing picture for the advertiser.
Not much is guaranteed in a post-Covid world, but we’ll tell you one thing: Gen Z wants action.
Investing in stocks, I recently found out, is hard. The silver lining to my failed day trading career is that I realized there are some striking overlaps between investing and brand strategy.
It’s not often a news story unites so many diverse figures and groups across society. But from Boris Johnson, Jeremy Corbyn and Prince William to football pundits, ex-players, current managers and rival football fans across the land, the world spoke up together this week against the newly proposed European Super League. And the answer was categorically, no.
Marketers and publishers are burning the midnight oil to figure out how to keep their revenue from pancaking as we move into the post-cookie/IDFA reality, especially after Google’s recent unsurprising “bombshell.”
Nurturing and sustaining culture and its values are important for any leadership team, but 2021 will be a uniquely critical time to support employees, as the definition of “company culture” continues to shift.
From the Mad Men era to the creative zeitgeist of today, the ad industry has experienced quite the transformation. The industry as a whole, the work it produces, and its clients are frequently studied and discussed.
Athletes, musicians, influencers, even business people of different stripes have curated their images in such ways that their successes can be viewed through the lens of successful marketing.
In this piece, we’ll take a look at some of the latest statistics on video marketing for 2021. By the end, you’ll hopefully see all that video can do for your business.
It’s a crucial part of operating any business that you understand your target audience. They’re the people that will keep coming back, offering avenues for free promotion and reassurance your products and services are appealing.
Consumer data is the latest battleground for companies to win dominance over their competition. They are clamoring to build honeypots of data that can be leveraged for their own benefit and purposes.
McKinsey estimates that in the US, the pandemic is likely to be influential in our lives until at least Q3 or Q4 2021, which means we have at least 6 months where our proof of health matters significantly to our ability to move freely.
Paradigm shifts are hard. When you’re used to doing something a certain way, realizing that you can do it in a completely different way (and get similar results) is really hard to grasp.
The events of last year forced many retail companies to reevaluate their messaging, planned social content, and even the diversity of their boardrooms.
Modern advertising is a data-driven practice. So as new regulations and browser policies take hold, many fear a coming data crunch.
When President Joe Biden visited Pittsburgh to pitch his infrastructure bill, environmentalists urged him to “Go Big” on Covid recovery. Their media platform: billboards.
Aiming to stand out from the crowd and surpass consumers’ expectations, CTV advertisers have to be allied with publishers and very savvy at applying innovative advertising techniques, like frequency capping, competitive ad separation, and deduplication.
Marketers have become obsessed with zero-party data — and rightfully so, as it’s the “holy grail” of consumer information. Savvy marketers use zero-party data to improve the personalization of their brand communications and, ultimately, to deepen their relationships with customers — a high priority these days.
In my 20+ year marketing career, I have never encountered a product or service category that offers a more intriguing challenge than cannabis, and I seriously doubt I will encounter another.
Over the past year, digital marketplaces have crammed years’ worth of growth into just weeks. And while Amazon remains the biggest ecommerce player, the rapid acceleration of online shopping has produced several winners, Walmart.com and Instacart among them.
Social media plays a very important role for businesses in almost every industry. It offers them several benefits from expanding their reach, to building a community and dozens of others. It gives you instant access to your customers and helps keep them engaged with your company.
Google’s recent announcement that it won’t support user-level identifiers in its ecosystem, is just the latest step in its plans to change how consumers are tracked online.
The fact that the vast majority of audio content is not easily accessible or discoverable makes you wonder how much this has held audio back as a medium?
Culture is what differentiates us from the other living creatures on earth. Learning how to communicate with others is a social process regardless of the channel.
It’s the curious nature of humanity, when these x-in-a-lifetime events arise, to look downwards and backwards, at our dashboards, in our rearview mirrors. But eventually, we realize we must look through the windshield and, once again, beyond the hood and to the horizon.
In a blog post, a Google leader stated that, once cookies are phased out, “we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products.”
In theory, high shopping cart abandonment rates should reveal to eCommerce retailers that something is not working. However, online shopping carts are a feature that modern customers are utilizing quite differently than originally intended.
With the success of mass vaccination programs, the end of the pandemic feels more insight than ever before—and the return of in-person public life seems imminent.
In a move that slaps several large DSPs and data management companies in the face, Google is making it clear that on their properties, people can only be targeted in aggregate.
While there is still much uncertainty, how can businesses unaccustomed to virtual-only events ensure that those planned for 2021 will go off without a hitch?
John McMahon, Cedric Pech, Jeremy Duggan. Familiar? Probably not. But they are the rock stars of selling in fast-paced software unicorns; businesses such as BladeLogic, BMC, Ariba, Parametric Technology Corporation (PTC),
Engineers knit together to create highly orchestrated agile teams, meeting together for daily standups, code review and collaborations, all of which must be approached differently in a remote setting.
It’s not news to anyone in advertising that user-generated content (UGC) can be harnessed to develop effective ad creative.
The looming end of the third-party cookie has pitched the marketing industry into crisis mode. Advertisers and agencies are well aware that the data they collect and the third-party audiences they rely on will change in the near future.
The pandemic has proved a major catalyst for boosting data capability, but one misconception is still holding back progress: the belief that data maturity follows a linear path.
Like any other part of the communications landscape, barter agencies have had to adapt tactics and strategies to keep pace with these larger shifts—and some have done better than others.
The supermarket sector has remained front and centre during the pandemic, and 2020 proved to be a critical time for supermarket brands to stay in front of consumers.
During 2020 and 2021, we’ve seen nostalgia everywhere. It makes sense, right? There’s no better time to pine for the past and relive happy memories than when we’re stuck at home during lockdown. Nostalgia has made its way into every walk of life, from our wardrobes to our Instagram feeds.
Customers are the lifeblood of every business. That is why it is important to put a modern strategy in place to keep them happy. In this modern-day and age, many businesses consider automating their processes and one of the aspects that they are focusing on is customer communication.
In a digital-first world shouldn’t your digital experience be completely cohesive with your brand? I explored this recently in a webinar called For Tech’s Sake: Where Does Brand Sit In Tech Obsessed Digital Marketing and that led to an interesting conversation with Dom Boyd, MD of Insights and Offer at Kantar UK.
Whether it’s farmers, stockbrokers, sports team executives, or pilots, people and things perform better when data, algorithms, and science guide them.
To align with new habits under lockdown, budgets have been shifted into more mobile-friendly digital media. Traditional channels have taken a hit. But consumers still value traditional ads, and brands would be unwise to assume they’ve become stale.
While “data-driven insights” has been a buzz term for years, it received heightened focus in 2020 amidst the pandemic and as companies began to measure customer sentiment more frequently.
Since my previous story for AWMoms last year, the pandemic brought us to “Plan C”. (Spoiler alert- it hasn’t been horrible.)
With all the pressure to make an impact quickly, founders spend an incredible amount of time on the design of their slides. Less consideration, however, is usually spent on the words on the slide. That’s a mistake, especially when you only have 170 seconds.
While the pandemic undoubtedly did a great deal of damage, many categories are starting to see an uptick in digital ad spend and user acquisition and cost per click rates are starting to slowly rise again.
It’s clear that brands need to work on authenticity, but that can be easier said than done when you’re promoting a business on social media. The bar is high, and distrust is the default setting for most media users.
With 5.4 million women losing their jobs since the pandemic hit, it’s not good enough to pat women on the back and provide words of encouragement about change and support. Businesses need to provide real opportunities to help women get back on track and progress in their careers.
Apolo Ohno, America’s most decorated winter Olympian, chats with world champion Olympic wrestler J’den Cox and 23-time Paralympic medalist swimmer Jessica Long about how mental health and social injustice are paramount to elite athletes.
Necessity may be the mother of all invention, but it’s friction that gives birth to billion-dollar tech markets. The app economy is one of the most innovative markets out there, and yet friction in new app discovery is stymying its growth.
In this guide, we suggest which marketing tools and insights will help to increase downloads, keep your users engaged, and ready your newly successful app for an influx of traffic.
With many of today’s consumers opting to shop online and Amazon’s vast inventory and quick logistical services, there is a clear appetite for brands to claim a stake and sell. But, what do brands need to know to do this right?
We know that half of the digital ad spend is impacted negatively by fraud. The industry has remained tolerant of fraud, which impacts the smallest to largest media outlets. In fact, Facebook announced that it deleted 4.5 billion fake accounts in the first nine months of 2020 alone.
Wake up. Eat breakfast. Get ready for work. Check email. Respond to requests. Do the job you were assigned. Finish. Eat. Relax. Repeat.
Impression-based selling and automated transactions have been hot topics in the broadcast TV industry for years. Unfortunately, traditional approaches rule today’s buys. 95% of local spot TV transactions are still completed with manual, traditional workflows.
While the future of retail remains unclear, there’s no denying that more changes are on the horizon. By accepting that things won’t go back to how they were before the pandemic, retail leaders can stay agile and ready to meet the needs of both customers and employees.
This announcement further cements Google’s position to lead with a transparent and privacy-first approach to advertising within its Chrome ecosystem and products. It also reshapes the competitive landscape for data companies moving forward.
While it’s disappointing that festivals and concerts haven’t been able to attempt hosting events in-person amid the pandemic, it’s important to remember the struggles and lessons that various sports teams have learned throughout the process and how they’re essentially paving the way for other industries to successfully commence again.
AWMoms are women focused on creating conversations, increasing collaborations and supporting actionable initiatives which will help find real solutions to parenting issues in the workplace.
Consumer spending in China could more than double over the next 10 years, according to Morgan Stanley. But Chinese consumers are already buoying retailers that offer compelling products.
In order to reach audiences with something stronger than a numerical probability, advertisers are going to have to look for entirely new ways to connect with individual consumers.
The impact COVID-19 had on business rendered agencies’ strategic plans obsolete and disrupted their clients’ pre-existing marketing and branding roadmaps. After spending the past year scrambling for new business and adjusting to remote work, agencies finally have a little breathing room.
This past year has forced me as a founder and CEO to redefine several constructs I used to regard as dogma. Take the concept of wealth: in the traditional sense, wealth is an abundance of money or earthly possessions.
TV advertising and offline media budgets have yet to change much. The advertising budgets certainly haven’t fully transitioned into the digital arena as quickly as they ought to be to match consumer behavior migration.
Global online video views are at an all-time high and rising 100% every year. The widespread accessibility of high-speed internet allows users to watch live and on-demand videos more than ever before.
The privacy bubble is starting to burst and advertisers and marketers alike are quickly pivoting their efforts to include Audio OOH technology in their marketing strategies to reach customers in a privacy-conscious world.
As Global Head, Vice President, and General Manager of eCommerce at Lenovo, Ajit Sivadasan is focused on managing the customer’s experience with the brand as well as the purchasing experience on Lenovo.com. We sat down with Ajit to ask him about Lenovo’s experience over the past year and what challenges and opportunities lie ahead.
While Google and Facebook’s dominance has long seemed insurmountable, the past two years have seen the rise of a third major online advertising player.
Branding is the way a business owner communicates his or her business’ identity to customers. It’s beyond what you sell; it’s your mission, company values, aesthetic, and tone of voice. It’s essentially how customers emotionally experience your company.
The past 12 months have been a personal and professional rollercoaster for all Americans, and brands have been doing their best to ride the ups and downs with them.
We sat down with Jennifer Allen, COO of handsome, to discuss the rise of digital creative during COVID, the dangers of ‘too much’ digital, and the present and future of omnichannel.
Video, by its nature, is highly subjective. Ten people might watch the same video and have varying perceptions of what it is about, which makes it hard to ensure safety and resonance at scale.
When considering the ways marketplaces can generate revenue, there are three basic options available to operators: subscription fees for membership (for buyers or sellers, or both), transaction fees (charged to buyers or sellers, or both), or advertising/media fees.
With such a fine line between authenticity and performative activism, how can we help ensure brands approach these important conversations in a way that moves the needle forward, not only for business success but for the progression of the movement?
Back in March 2020 when the pandemic first forced businesses to shift to WFH and brands were examining how they talked to customers that demonstrated empathy, clients started asking a lot larger purpose-related, brand strategy-type questions.
The parochial view of Amazon is they’re a high-volume store that struggles with thin profit margins. Water cooler stock experts marvel at its high stock price and crow about its measly profits. Here’s some free advice: don’t listen to the arm-chair experts.
In marketing, the more precisely you can define your audience, the more accurately you can predict whether that audience contains your best prospects – and the more quickly you can use that knowledge to find and convert more customers. And one key tool that helps you do that is segmentation.
To provide a good customer experience across multiple channels, banks and credit unions will need to think more about bringing channels together, and a good first step is through marketing automation.
Last year, on International Women’s Day 2020, a female-led team at AnalogFolk launched BigUp.AI – a digital language tool that gives women the confidence to get ahead in their career by helping them express their strengths with impact instead of downplaying them.
I believe there are five trends that have either emerged or will continue to emerge as we move into the post-COVID era which can inform how we craft content and target advertising, designed to engage potential guests.
Programmatic advertising is a lot like Formula 1 auto racing: The technology is powerful, but in order to actually win races, it needs to be driven by seasoned experts.
A balanced media mix will always be important to advertising. But driving business growth relies on facts you can trust, and our research underlines just how powerful TV continues to be.
Looking into what 2021 holds for marketers, brands have a timely opportunity to embrace the growth of digital events–with a focus on fans as a keystone component.
What can brands and marketers do to benefit consumers during this crucial period of their lives? Our friends at Healthline Media have created their 2021 Fitness Forecast to answer that very question.
Over the course of the tumultuous year, we observed that content publisher partners experienced material year-over-year growth despite it all, a trend that validated their very emergence as key contributors in the affiliate marketing channel.
I’m no Paula Radcliffe, as anyone who has seen me run can testify, but we’ve all been on a marathon over the past twelve months and I, for one, think the finishing line is in sight.
In years past, diversity, equity and inclusion were causally applied in the experiential marketing industry. The social events of 2020, however, have created a spirit of intentionality.
Going into 2021, it’s time for brands to reset and reclaim control of their destinies. 2020’s stop-gap solutions and quick pivots might have kept the lights on. But did they position your business for the long-term road ahead?
