Tag: Brands + Marketers

It’s time to look beyond the surface and uncover the true value of digital advertising campaigns by prioritizing value-rich CPMs and outcome metrics.

By tailoring your compensation strategies to align with the needs of today’s workforce, you can enjoy digital marketing success and do the right thing for your employees in the process.

In an unjust and heartbreaking world where so many of us are screaming into our own echo chambers, this is a tangible way to actually do something.

brands are adapting by expanding their offerings to cater directly to this young, influential consumer group rather than relying on dedicated tween-focused brands and retail spaces.

A commercial intelligence framework helps achieve goals and adapt to market shifts. It’s a living, breathing piece of work that businesses can return to and revisit as the assumptions influencing scenarios shift.

Consumers need to believe that a brand is being honest rather than greenwashing, especially as it becomes more common to call brands out for inauthenticity.

The journey to creating an effective supplement label is a balancing act, requiring a careful blend of compliance, creativity, and brand identity.

If brands choose to play, the Super Bowl is a chance to start a conversation which can last a lifetime—not just thirty seconds.

Buckle up, 2024 is in full swing and we’re already seeing a year defined by extreme volatility across every aspect of the economy, politics, the environment, and society.

In this piece we delve into expert insights surrounding the latest results, uncovering invaluable perspectives that shed light on the current state of the industry.

By demonstrating how brand strategy contributes to business success, CMOs can align their goals with those of the CEO, becoming indispensable allies in driving market relevance and resilience.

Taking the helm of the marketing department has never been for the faint of heart, but the opportunity to drive change and deliver growth is a unique position to be in. Not everyone in the C-suite can say as much. 

The “always-on mindset” fosters a proactive approach to content creation, keeping brands in a perpetual state of readiness to connect with their audience.

Just when you think you’ve won them over, something new pops up to divert those wandering eyes. However, one medium has emerged as a powerful tool to cut through the noise and captivate audiences: video advertising.

By Ainsley Lawrence Advertising is a dynamic field, and your clients reflect that. When building…

Thinking creatively about how your business intersects with or shares the spirit of another is part of what makes joining forces such an intriguing opportunity.

The quest to achieve greater governance, efficiency and transparency is prompting advertisers to bring media operations in-house, and the good news is that now they have the tools to do so thanks to cloud technologies.

Many brands think they know how their agency partners work, and often equate more team members recruited for their account as an advantage to their business. However, this isn’t always the case.

The rise of TikTok represents a seismic shift in the way consumers engage with content, challenging traditional media outlets to adapt or risk becoming obsolete.

You’re not going to change the world so just entertain people. Because if you get your celebrity endorsement wrong, then boy you have wasted a lot of money.

The output of everything that we do, as companies and as brands, depends exactly on the design of the experience itself, especially when it is predominantly digital.

Determining the right event and timing involves understanding your audience’s position in the buying cycle.

A recent survey of UK CMOs found that 84% said they believed using neuroscience research was valuable for planning campaigns. Drilling down into the details, however, there’s a clear gap between the potential use of this technique and how it’s currently being used.

Consumers don’t just respond to marketing materials in fully conscious ways. The design and use of your content can also have a psychological impact that helps to influence behavior.

The tsunami of rebrands includes refreshes, reboots, and resets as well as complete overhauls. And it’s not just a trend; it’s a tidal wave.

Technologies, like QR Codes, have become powerful tools for brands to help bridge the gap between the physical and digital worlds, creating new opportunities to engage with their audiences.

The importance of social media engagement is all about building genuine relationships with your audience, understanding their needs, and delivering value that resonates on a personal level.

For now at least, quality, utility and value are the foundations of B2B brands that business buyers trust to support the pillars of their organisation. But they must be articulated, easily understood, and allow consumers to differentiate them from competitors.

In this article, we share 2024 trends that you should have on your radar to innovate, transform your audience connections, and lead the charge in molding advertising’s future. 

Almost instantly upon Tiger Woods’ and Nike’s announcement of their decision to part ways, the world demanded to know: what’s next?

Market researchers and marketers have always maintained that understanding customer attitudes, behaviors, and unmet needs are critical for business success. 

In this piece, we speak to industry experts who delve into key tactics and innovative approaches that brands can adopt to optimize their advertising efforts at this event, ensuring a compelling return on investment and leaving a lasting impact on customers.

The Super Bowl is not only one of the biggest sporting events in the world, it is a marquis event for the advertising world. But is the $7+ million price tag (the cost of a :30 spot this year) justified?

2024 marks a crucial turning point for businesses, presenting both opportunities and challenges that will redefine traditional marketing approaches. Previous marketing tactics must evolve to remain effective and impactful, particularly in a time of heightened customer expectations and economic uncertainty.

Loyalty is fundamental to any brand’s performance, if done right. Here are some rules or tricks, which may help you step up your game.

No business wants to face a crisis, but something will inevitably go wrong. In these situations, it is better to be prepared than caught off-guard, hence the importance of establishing a crisis response plan.

Many celebrities bring unique business acumen and a willingness to roll up their sleeves and partner beyond the terms of their contracts, making them value-add business partners beyond their household names.

The brands that break through during or surrounding this year’s big game will be the ones with their fingers on the pulse of the latest trends in engagement, VR, viewer demographics and shoppable experiences. 

There has been much discussion in our industry about the collapse of the funnel. What we should be examining is the mindset of an emerging class of customer—one who rarely travels up and down a path from awareness to purchase but is always ready to make a decision about a brand.

Research has recently shown that the presence of a sonic logo can create a positive brand experience, even in the face of “uncertain and anxiety-inducing decision context or negative information about the target brand.”

It is past time for national advertisers to reevaluate OOH, not as a secondary option but as a core component of their marketing strategies.

As we usher in a new year, this wave of companies and how they reinvent themselves is not just rebranding their products, identities, slogans and narratives.

Consumers will come to expect more individualized attention and curation from brands, whether digitally or IRL, in 2024. The companies that anticipate these trends and take bold action to eclipse consumers’ expectations will thrive.

Though it was previously believed that celebrity endorsements had a limited impact on cannabis sales, the reverse appears to be true. Celebrity marijuana brands seemingly outsell brands with less star power,

As marketers, truly knowing our audiences sets us up for success. But to make an emotional connection, we must move beyond superficial traits and demos. We need to uncover the inner drives shaping behaviors and decisions.

The PR power behind the “Barbie” film is epic. Visibly noticeable as it turned the tide of fashion, the Barbie craze is truly a revolution!

The increasing number of online retailers, the growing adoption of early smartphones and internet connectivity, and the changing preferences of younger generations more inclined to shop online all pointed toward an e-commerce boom.

As a marketer, you have two choices: Get aboard the most relevant trends or get run over by socially savvy competitors.

Here’s how to break free of channel-specific marketing measurement and realign with core business goals.

In experiential marketing, the ‘brand’ retains significant importance, possibly more than ever. But, our perception of what constitutes a brand is changing.

Plenty of brands are producing best-in-class activations that are strategically robust, authentic, bring fans together and serve a purpose.

Remember, in the end, people don’t just buy products; they invest in experiences. Make your brand an unforgettable part of their story.

As post-strike talent promotion ramps up alongside awards season, marketers are primed to implement these key lessons in a jam-packed 2024. 

Effectively communicating with your target audience is the key to cutting through the clutter, and this is where a precision marketing strategy comes into play.

Our recent research report, Connecting the Dots, highlights the key behaviours, preferences, and values that, as an advertiser, you need to know ahead of 2024.

Efficiency is crucial in the current economic climate. With plummeting consumer confidence and rising inflation, aiming for higher levels of efficiency is on many businesses’ minds.

Forward-thinking agency leaders have seen the future of work — and it isn’t the factory work model of the Industrial Revolution.

Sit in the brand’s real strengths and maybe more importantly, weaknesses. Don’t just do a SWOT analysis, but have the hard conversations.

The industry is moving fast, and in order to keep up you have to keep your skills sharp.  You have to practice all 4 of these areas; Synergy, Manage, Think and Do.  You have to stay crisp, or your tenure is likely to slide even more.

With 80 percent of customers saying they are likely to switch brands after a single bad experience, identifying and delivering on customer expectations is more important than ever before.

It’s a misconception that only big brands advertise on Amazon. Amazon Ads products are designed for everyone, including small businesses, and have helped these businesses grow their sales.

There are shoppers around the world—right this second—looking for products just like yours. So why not help get your brand in front of them?

Today, we sit at a new inflection point for digital.  If our industry nails this, we are positioned to reach our incredible potential.  

By Mark Wieczorek, Chief Insights Officer at Front Row Navigating the complex landscape of modern business…

Increased B2B spend is a positive development, but it isn’t enough to drive brand to the bottom line. To do that and to fully realize a marketing mandate, money needs to be well spent, not merely spent.

Cheetos and Amazon Ads seamlessly integrated their strengths, leveraging the extensive consumer touchpoints across Amazon channels and the inventive storytelling of Cheetos.

Advertisers will need to take a moment of bravery and recognize that they need to break from the past and shift what they measure and value. The result will be a better Internet and better business results.

Brands that demonstrate how they’re keeping audiences rooted in what’s real – whatever that means to them – and supporting them from being overwhelmed amid an algorithmic apocalypse will resonate.

By Kristal Walton, SVP, CPG & Retail Industry If you work in marketing, especially tactical…

Knowing your enemy is one thing, having the courage to fight them is very definitely another. Courage manifests in different ways.

Becoming customer-centric and data-driven requires dedication, but the long-term rewards for your business are significant. Embracing a coherent, first-party data plan will help you to truly understand and serve your customers better.

In the evolving marketing landscape, OOH is a channel that is often overlooked and misunderstood. It is an iconic means to build brand awareness, but marketers should not be scared of adding OOH to their performance marketing strategies as well.

Consumers would prefer to browse social feeds, swipe through reels, or watch videos without interruption. Downtime is precious, and watching ads isn’t as entertaining as those other activities! 

It’s not the first time the ad industry has been under pressure though and disruption is often necessary to drive evolution. It remains to be seen what the next few years for ad-based freemium hold but one thing’s for certain, it won’t look the same as it does today.

When it comes to paid media, creative has to be built to live on everything, everywhere, all at once.

The recent narrative of social media platforms has been dense, fast-moving, unpredictable, and often hyperbolic, perhaps leaving marketers feeling like they need a fortune teller, seer, or psychic to make good, future-proofed decisions around them.

Meaningful attention offers the possibility of finally getting inside the head of the shopper. We can’t afford to ignore it.

The big landscape theme for marketers today is the accelerating rate of change in all aspects of reaching customers. Media, customer touchpoints, distribution channels, and the appropriate and effective messaging about your brand are all in a constant state of flux.

Advertisers know where their spend is going and who they’re reaching, publishers can grow their revenues, and users get to see only the most relevant ads. It’s a win-win-win.

There will be bumps in the road – misunderstandings, communication and briefs that need to be clearer, individuals that cause friction, and a lack of structure that brings progress to a standstill.

What does the CMO of the future look like?  Spoiler: busy with lots of weighty decisions.

Great marketing works. Having a fantastic product to market works more.

Here’s how marketing agencies can drive client growth and add value during tough times.

The people in charge at Twickenham need to take a look at the success story over at Lords.

In collaboration with Amazon Ads, Milk-Bone developed a distinctive, delightful campaign in 2022 that leveraged the power of Alexa for interactive audio ads and brand experiences.

A challenge brief is like an equation. It should be formula based and methodical at every step of the way. Internal and external perspectives must be considered to work through the challenge to find the solution.

Today’s media and advertising fragmentation make data, technology and services more essential than ever before, and by leveraging the industry’s collective data-driven expertise, alongside respect and commitment, agencies will usher in a new chapter of agency-brand partnerships.

We used to walk into pitches against the global networks feeling self-conscious about our size and maturity. Now, it’s a status we’re proud of.

If you can blend relatively basic KPIs with a nuanced understanding of your approach to investment, you’ll have a great fundamental base for your marketing.

OOH has always been viewed as a bold, splashy channel that makes a big impression and that perception is now enhanced thanks to the inclusion of relevant, real-time data.

An intimate understanding of these audiences and cultures will shape the next generation of great consumer products, and the sports betting industry, too, is poised to experience its own revolutionary change in the coming years driven by Gen Z’s discrete tastes.

By continuing to invest in new creative technologies, automation processes, and activation platforms, marketers will be able to turn the challenges of the first half of the year into opportunities for the second.

By leveraging the potential of OOH and implementing innovative strategies, brands can connect with audiences on a deeper level and inspire action that yields more impactful results.

Consider the importance of a well-structured approach, and take the time to evaluate which platforms align best with your target audience and brand strategy.

For brands that take the lead and lean into the seven principles of the new economy lies an excellent opportunity for new growth, while brands who remain stagnant or do not move at speed will be left behind.

By automating laborious, time-consuming tasks, industry professionals will be freed to concentrate on what they do best.

With a tenth of global GDP accounted for by the travel industry, and many major destinations claiming revenues have already outstripped pre-Covid levels since the pandemic began to fade, it’s clear the sector is taking off again after being grounded for several years.

The evolution of targeting and measurement capabilities in TV advertising has provided marketers with an opportunity to execute campaigns with greater precision and measure their true performance.

Improving your financial decision-making boosts your confidence and helps you make strong choices that grow your business.

If budgets allow, these should be part of the strategy, but as long as you’re doing at least something to talk to your audience in a meaningful – and helpful – way, that’s a great step in the right direction.

Cannes Lions 2023 touched on many trends (­from the rise of AI to bringing back…

Invest time and resources in developing your brand, and it will pay off in the form of increased customer loyalty and long-term business growth.

After another apprehensive quarter for the advertising industry, IPA Bellwether findings show resilient growth, including modest net Q2 budget uplift of 6.4% and revised forecasts that ad spend will only fall by 0.6% this year.

Advertising week recently sat down with Bethenny about the balance of running a business and meeting political norms in today’s day and age.

As CTV advertising continues to grow in Europe, LG is working hard to meet advertisers’ demands for inventory and continue to expand their offering and accessibility to marketers.

Sidestep the outdated industry rhetoric and tune into to what’s going on around you, rather than looking no further than the news that is curated for you.

With the global digital audio advertising market expected to leap beyond $10 billion in spending this year, it’s clear that advertisers are waking up to the success that digital audio formats can deliver for their businesses.

Ensuring that brand messaging hits the perfect note with its audience is the key to successful marketing and brand loyalty.

We sat down with industry veteran Pierre Naggar, Director of Sales, UK at MINT to discuss the key challenges for brands in managing digital advertising workflows, why brands should focus on campaign metrics vs audience data, and why AI is not coming for your job.

If your current restaurant loyalty program is missing the data to launch these kinds of personalized retention campaigns, not all is lost!

This year’s Cannes Lions Festival had it all – from parties and out-of-office ‘meetings’ to panels and discussions honing in on the trends, opportunities and challenges of the advertising industry. 

New work from Barkley provides teens free access to gyms, prioritizing physical and mental health

Mobile apps have grown in relevance and popularity as a safe and effective way to interact with customers.

Broadly speaking, a customer effort score measures how easy or difficult it is for a customer to resolve a given issue with a company’s customer service team.

As global leaders prepare to immerse themselves in the prestigious event, they are naturally curious about the trends and themes that will shape this year’s festival.

The push for a more inclusive and diverse advertising industry is becoming a priority not just for marketers, but for consumers as well.

I am about to throw another wrinkle in your plan, because I can tell you, without a doubt, that creator content outperforms brand content.

We spoke with leaders in adland to get their thoughts and predictions for this year’s festival, from emerging technologies like AI and AR to sustainability and purpose-driven campaigns.

A sonic identity is the essence of your brand translated into sound. It’s the idea that sound or a set of auditory elements are essential to distinguishing your brand and building a preference for it because it has something interesting to say or add, and is worth paying attention to.

While most of us are now comfortable being back in the room, the halfway house of hybrid chemistry meetings and pitches seems here to stay.

Whether you’re launching or expanding a program, be sure to do the foundational work to get your brand ready for success in partner and affiliate sales.

By using MMM, marketers can gain a more accurate understanding of which channels are truly contributing to the bottom line.

The premium brand market is highly competitive making it crucial for brands to stand out. The vast majority of premium brands have a more serious slant to their creative work.

Devising a marketing localization strategy that accounts for all the above facts and automates key processes can help you save time and money.

It’s becoming increasingly clear that for brands to truly understand their audience, going back-to-basics is the most innovative approach to take.

Finding a sustainable, cost-effective way of reaching consumers, combined with closer relationships between advertisers and publishers, is where it all begins.

Brands have the opportunity to be the catalyst for a more equitable, balanced and ultimately more sustainable marketplace. 

No matter where in the world, all consumers are very much the same. We are all wary of change. Happy enough with what we already have.

Audio offers a valuable combination of reach, relevance, and listener affinity — and it’s this combination that will drive sales and brand awareness going forward.

Here, we look at how different brands can successfully maintain customer satisfaction, and how in some cases this has been refreshed to put a fresh spin on it.  

Campaigns are better when media and creative are planned together. With that being the case why does it happen so infrequently?

A Q&A with Tom Gray, Chief Strategy Officer, Imagination

We spoke with a number of leaders in the ad-tech industry to get their reactions to the IPA Bellwether Q1 Report – here’s what they had to say.

When Mondelez were looking to relaunch Toblerone, they looked into what sets the iconic chocolate brand apart.

There’s a lot of strategy that goes into a brand getting it right — and that takes time.

Ensure your marketing strategy performs to the best of its ability by sparking creativity daily.

As the strategies and practices of influencer marketing grow stronger by the year, unlocking the scope of opportunity require experimentation.

By focusing on the most financially empowered, marketers will be well equipped to drive next-generation vehicle sales.

By tasking an agency to manage the day to day on Amazon, brands can get a better understanding of the channel from experts.

What should other retailers focus on in order to avoid following Bed Bath & Beyond and the others on their downhill trajectory?

Desire is a superpower in a new era of care, with the ability to break healthcare brands out of their operational impasse.

The answer we have is a dream come true, because we’ve been there too: The data-backed power to stand out from a sea of brand sameness.

Humans are impatient creatures and anything that can speed up a process is bound to make for a more positive experience.

Continued investment in tech-based solutions have streamlined the process and enhanced their efficiencies.

Times change, but the hallmarks of great advertising don’t, now matter how blindsided marketers become with performance marketing results.

Your brand name: nothing will be used more often or for longer. It’s the cornerstone of your relationship with customers.

B2B marketing has the potential to be electrifying, and should no longer be paralyzed by a culture of conservatism.

According to data from Winmo, 31% of tech brands that reported layoffs in Q4 2022 and/or Q1 2023 have hired new CMOs and/or agency partners in Q1 2023.

The word “creative” needs to be redefined to reflect an expression of novel ideas which are designed to solving business problems.

Brands must understand and adapt to shifting consumer behaviour, and be ready to reshape and reset in short order.

We all know measuring brand activity and aligning it with business objectives is critical to effective marketing.

Measuring the effectiveness of brand experiences is what clients have been asking agencies forever. GMR has the answers.

If there’s little relevance to context and people are left confused, your brand may still be remembered, just not for the right reasons.

Brand ambassadors aren’t simply extensions of your brand – they ARE your brand and should be as well trained as a full-time team member.

Showing up isn’t the same as being all in. We’re here to help you identify the need states of your audience and build brand experiences to match.

Fans come from all walks of life — and many are eager to learn about your brand through the athletics they adore.

As agency professionals, we need to rebalance our relationships with brands and the current economic climate is the perfect catalyst.

Clients are no longer just looking for outcomes, they are looking for experts — and that expert can be you.

By Justin Hayashi, CEO of New Engen Any way you look at it, 2022 was…

BMW, recently launched a Heated-Seats-as-a-Service subscription – because nothing says tech-savvy like selling anything-as-a-service.

Decentralized niche communities are all about empowering brand loyalty, which encourages repeat purchases based on positive brand perception.

Is your brand getting all it can out of its campaigns?  How about maximizing real-world campaigns with online buzz.

As we begin the new year, digital advertising is poised to renew the dynamism, accessibility and effectiveness that made the industry indispensable to so many businesses.

We spoke to leaders from the industry to get their predictions and advice for brand experiences in the year ahead.

These 3 recommendations can help marketers, their teams and agency partners navigate what stands to be significant 2023 publisher changes while taking control of ROI.

As budgets tighten, and as consumer privacy continues to drive decision-making, we should expect to see more marketing budgets adopt a hybrid strategy that incorporates performance.

Marketing will be about creating an end-to-end 360 ecosystem that includes truly shoppable ads, multiple channels and measuring each part of the purchase cycle so we can know exactly what drives sales conversions. 

As we focus on 2023, we asked the Audigent executive team to predict the big trends and major events that will shape digital media and advertising over the next 12 months.

For advertisers already tapping into commercial radio or streaming audio, it makes perfect sense to add podcasts to the mix to strike that deeper connection with a message that is proven to be more memorable.

Brands can look to help people justify their instincts for self-preservation through emotional spending, and positioning themselves and their products as a way to fuel that self-gratification many will be craving throughout 2023 and beyond.

Nonprofits are a brand like any other. As such, it is important to have an authentic vision and voice and equally important partners that genuinely believe in what you’re doing.

As ever, an omnichannel approach will be the key to success for omnipresent brands and the marketers that can build a complete picture of consumers without cookies will take the cake.

Alongside recognition that the next 12 months will likely bring more financial turmoil, there’s optimism about finding ways around challenges and harnessing emerging opportunities

Clinging to certainty is understandable, but not always the best route to survival in periods of turmoil.

Although times are uncertain, be certain you’re putting a proactive foot forward and making every customer connection count.

Shoppers expect brands to step up during the cost-of-living crisis. But many marketers are working with smaller budgets.

There are so many types of creator programs to choose from when considering what works for you, including unpaid user-generated content all the way up to working with celebrities.

By leading across strategy, product innovation, smart use of data and creative transformation CMOs must craft the brand stories that build this critical trust.

A good place to start is your marketing and sales alignment, turning your people into Smarketers. Taking a Smarketing approach combines the strengths of both teams.

Right now, using an average makes it easier for publishers as they figure out how to incorporate attention into their product design, but eventually, we might get to a requirement for every ad placement.

Instead of obsessing over the most recent “first” to hit the market, we should start solving for the new rules of media; surrounding and embracing communities to cultivate the next generation of audiences.

Establishing and working up and down the funnel, aspect by aspect, by definition matures your operation.

By Nirosha Methananda, VP of Marketing at Influ2 The conundrum of doing more with less…

Mark Debenham, VP of Growth Marketing at Adverity , feels it’s time to lift the filter of funnel vision and move to an approach that’s about symbiotic success, with brands driving continuously great results by aligning with customers

Brands that show they understand the needs of their audience and a willingness to experiment will create the biggest impact.

Commitment means seeing things through to the finish line with the same energy you started with, and then keeping pace after.

In a progressively digital world, 46% of respondents reported that at least 20% to 30% of their holiday sales will come from online channels.

The global brand and marketing industry is in the throes of rapid transformation, one where creative is poised to be the last unfair advantage.

The best plan for brands intending to leverage BeReal during Golden Quarter and beyond is to stay abreast of the updates so they can fully understand how they may impact their strategy surrounding the app.

With signs suggesting that the economy may struggle over peak, brands need to be prepared for a number of different scenarios.

While category competitors continue to rely on promotions and D2C brands grapple with quality of care, Doug and his team are laser focused on continuing to elevate Pearle Vision to a completely different level – as a brand focused on care and connection…a trusted member of the community.

How does a little known brand navigating one of the greatest crises in American history emerge as a key player?   It takes care.

There is no one playbook that will work every time the economy shifts, so agencies need to prioritize nimbleness and adjust quickly to change.  

If you choose to go through the exercise of forming a creative philosophy, it pays to remember that the principles set must align with the agency itself.

So, to be a brave client doesn’t mean you have to be risky or loud as a brand, doing something silly or obtuse.

Advertising Week 2022 kicked off Monday with gripping insight into the future of digital marketing, hosted by Drew Stein, Founder and CEO of Audigent.

Flying cars may have been a sign of the times on “The Jetsons,” but in real life, electric vehicles (EVs) are ushering us into the future.

Brand communities are not a means to an end – sure, they are an invaluable asset to a company, but they’re not your superfans

Here’s how three advertising use cases will be supported by the technology being developed in the Privacy Sandbox.

Agencies that pivot accordingly and become trusted partners in these areas will be the ones that lead our industry into the privacy-first future.

As audiences become more fragmented and their channel choices more diversified, an always-on approach helps to reach them on the right devices at the right time.

As we look forward to 2023, Search remains the best way for brands to be found by relevant consumers.

This buyer enthusiasm means retailers have the chance to attract savvy shoppers early and distribute revenue opportunities across a longer period of time.

By Stephanie Gutnik, Global Head of DOOH, Yahoo Does it feel like you’re watching more…

Agencies that take these four actions are well on their way to building winning audiences strategies on behalf of their B2B clients.

Introducing a brand alongside performance will require a learning curve. We believe you should never see them as competitive disciplines but as complementary strategies.

Tomorrow’s successful marketers will embrace a successful measurement foundation that’s built on first-party data, underpinned by a strong tagging strategy.

Marketers are incorporating DOOH into their omnichannel digital media mix — this means they are leveraging the same audience data, ad buying platforms, and measurement partners that they rely on for their other media channels.

Capitalism is going to be with us around for a while, so let’s get better at it.

Holistic measurement — viewing all business drivers both internal and external — provides clear evidence of the importance of marketing spend on sales, alongside a well-articulated plan to leverage this data for increased performance.

Brands that think outside the norm stand out, and the tools with which to do so are already waiting for you, from innovative Web3 technology to bold talent partnerships and multi-generation appeal.

Nurture those connections — engage with them, listen to them and act when required, and you’ll convert those customers into your biggest cheerleaders, all while improving your business for the better in the process.

Increase spending, but smartly – by following these three recommendations.

Use these five data-backed creative strategies as a starting point for your next auto ad.

By investing in online video and connected TV, brands can take advantage of changing consumer behaviors and new, emerging content formats on platforms such as YouTube.

Aveda and Kraft Heinz have united around a common theme — meeting customers where they are.

Consumer behavior may remain in flux, but our digital transformation means that Mondelēz International brands can easily identify the customers who offer the greatest value, reward them with relevant campaigns, and improve performance and overall growth.

Retailers must be prepared to adapt their offering to deliver both short- and long-term solutions to their customers to ensure they remain loyal and chose to spend their money with them.

By adopting a flexible measurement strategy that focuses on long-term growth, brands can still make meaningful connection points with the consumer throughout their journey.

Over the last few years, we’ve gone through all our products and set up our site tags in a way that’s consistent, durable, and scales with our measurement needs.

To maintain growth, the work of brands is twofold: Convert existing demand while creating a pipeline for future demand.

Our CPA at the lowest stage of the funnel was 55% lower than that of the in-stream-only campaign.

As creators continue to blur the line between traditional and digital, sports fans like me and my college pals are shifting to watch even more, together, on CTV.

Amid a fast-changing media landscape — where viewers determine what, how, and when they want to watch content — brands have an opportunity to move quickly to reach people where they are.

Careful consideration of financial decisions has become the norm as financial consumers navigate banking, lending, and payment offerings in a world of constant disruption.

Creative is fundamental to campaign success. No matter what your goals are, a centralized suite of tools can be used to drive both efficiency and scale.

Advertisers have many options to connect with multicultural audiences — staying relevant during key moments, leveraging tools to inform targeting decisions, and, most of all, keeping these audiences top of mind when creating video content.

To ensure the best work, brands must also empower creators with trust, partnership, and practicality.

In this segment, Vista (formerly Vistaprint) CMO Ricky Engelberg and EVP and Chief Data Officer Sebastian Klapdor discuss planning and budgeting.

In the pandemic and post-pandemic era, successful businesses focus the efforts of diverse teams on the needs of their customers to travel the digital transformation road together.

Artur Martins Artur Martins, SVP global chief brand officer and chief experience officer at Kia,…

The Google Ads privacy playbook has been recently updated to better represent how Google is…

Just as employees are reevaluating their lives and evolving their approaches to education and career mobility, businesses need to reconsider their internal processes.

Partnerships, especially those that are more unusual, are clearly reliant on being appropriate for the context in which they are launched.

Creators are authentic and passionate about what they do, and brands who aim to capitalize on the strong relationships that creators have with their audiences need to afford them more freedom and autonomy to do what they do best. 

Producing striking and unforgettable campaigns, backed with the right technology and data, will guarantee engagement, brand recall, and ROI.

By leveraging thoughtful creative strategies and dynamic tools, we can reconcile advertisers’ needs for frequency and viewers’ needs for diversity to deliver an experience that’s considerably more ideal for both. 

At MGID, Michael oversees the company’s strategy to cement its status as a pioneer in native advertising. We had a chance to sit down with Michael and discuss brand safety, contextual advertising, and more.

Ultimately, to build a great brand, you need to know what you believe in and be willing to stand for it. That takes courage, but there will always be space for brands with a unique point of view.

Don’t seek efficiency in the typical places by lowering the quality of your marketing. Boost it by going local. Your stores, franchisees, and shoppers will thank you.

It’s imperative as an industry that we provide brands with a guarantee for brand safety. Supplying the right tools and intelligent technology solutions can enable the industry to grow in a way that is also safe for advertisers.

Retailers are experiencing a realisation post-pandemic. While stores were closed, those with loyalty programmes were able to keep in touch with customers.

As we brace for a recession, we as an industry must carefully consider our current models of measurement and targeting.

Hindsight is indeed a wonderful thing, so marketers must use it to look to the past to survive the future.

The automotive advertising world is being impacted and challenged, but it also can embrace new innovative routes to create market differentiation.

While entrepreneurship is exciting, it requires some industry research, substantive data and creativity to help you stand out from the crowd.

Whilst we are seeing a significant shift in travel, tourism and long-term moves, creating a clear and defined destination brand can hold significant power for a location.

Companies, employees, and the general public are still negotiating continuous challenges in the world of work, finances, and leisure, be it by navigating different prices, staff shortages, absences, or a change in services available.

Greater transparency comes with close collaboration with your technology provider. Part of that means using a shared language to communicate your brand suitability preferences and safety needs.

Here are some things I learned along the way for brands and businesses to consider when working with influencers.

We’re calling on other agencies across the industry to start their B Corp journey, and as such, I’d like to share six key pieces of practical advice for those who want to achieve the certification.

Netflix doesn’t need a big, bombastic ad service to dominate, and it has no interest in helping brands solve their existential media problems.

The creative world, alongside other disciplines, needs both specialists and generalists. But it’s time to correct the misconceptions.

With TikTok’s ad revenue set to increase from $3.88 billion in 2021 to $11.64 billion in 2022, it’s clear that this platform will have staying power among brands, marketers and consumers themselves.

A review of System1’s database for recently tested ads in this sector provides a veritable case study in utilizing fluent devices effectively–specifically characters and creative tropes–to drive distinctiveness in an otherwise crowded category.

Putting yourself in your customers’ shoes is critical to understanding their needs and how you can be of assistance without becoming an annoyance.

Marketers’ avenues for advertising are fast multiplying within Snapchat, making it paramount for brands to remember that delivery is only half the story.

Advertsing strategies built from consented first-party data and without the use of sensitive third-party data will go a long way toward building a more responsible web and restoring consumer trust.

To craft your brand in these new spaces, no need to obsess over control when balance does the trick.

For traditional marketeers, TikTok can seem really unnerving. It’s an unexplored space and success means making your brand vulnerable.

Advertising Week spoke with Durand in depth about the future of streaming vs. linear, media buying strategies and measurement, and her company’s innovative approach to performance video and media buying. 

Learn how these Twitch creators work with brands to create an authentic and engaging experience for their followers.

That’s a huge amount of change and, in this context, figuring out what the future of advertising might look like and building the ability to remain relevant in it is a very pragmatic, even an existential exercise – not just a theoretical one.

​​Google decided long ago that brands would have to spend money to defend their most precious assets from their competitors: their brand names.

A Conversation with Victor Lee, President of Advantage Unified Commerce

The idea of combining commerce-related initiatives across advertising, marketing and content is only a matter of time.

The advertising business needs to optimize and develop customer support, which is the key to building a successful software business today.

Over half of consumers now feel online experiences are more important than in-person ones – so it’s more vital than ever to imbue a new generation of digital journeys with deep-rooted emotional connection.

High profile mergers aren’t a rare occurrence in the business world – just see Disney’s $4bn acquisition of Marvel in 2009 or Verizon’s $130bn takeover of Vodafone.

A daily diary series from Cannes Lions Festival 2022

How do brands test without wasting crucial budget and while efficiently identifying opportunities for progress?

A daily diary series from Cannes Lions Festival 2022

A daily diary series from Cannes Lions Festival 2022

Digital audio offers a variety of targeting options—all the way down to targeting by zip code

Ultimately, OOH advertising has historically received mixed reactions and reviews. Then came the pandemic.

Financial brands are developing new ways to engage audiences with creative and fun content.

The reality is that Netflix will likely attract media spend that would have otherwise been destined for other AVOD services, cable, and broadcast.

When brands put their values and convictions at the heart of what they do, it can help generate greater impact.

I believe that five years from now, we will see a plethora of win-win relationships between local news outlets and brand-funded newsrooms, and we’ll all be better for it.

Armed with this neat to-do list CMOs can stop simply talking about their crucial tasks and set about tackling them.

A New Wave of Solutions for the Bloat Emerging Due to Manual Measurement

Advertising Week caught up with recently-appointed CEO of Redmill Solutions, Jay Stevens to discuss his new role and the needs of global brands.

Audio can be one of the simplest ways to engage consumers, with the biggest impact, if you understand the journey and outcome, you want consumers to leave with.

While the Gen Z story is still being written, brands should not wait any longer to prepare for their cultural and spending dominance.

In an increasingly competitive digital marketing landscape, behavioural analysis can give brands the edge by unlocking detailed consumer insight and enabling the delivery of a truly personalised customer experience.

Stand up, stand out, be brave, and activate your brand so that it focuses on your values, and your value to audiences and the world.

As the TV market continues to evolve, we’re only in round one. As we move forward, marketers must embrace and navigate these trends to be successful.

With feed scrolling the new browsing, how we capture, benchmark and improve on ‘Attention’ optimisation as integral to the planning approach will have major ramifications for proven and consistent client value.

Trends identified show sales enablement as top priority while staffing issues and too many demands are key challenges; nearly 90% will use external expertise to execute B2B product marketing initiatives in 2022

Brands need to meet the growing expectations of consumers to keep them engaged.

Consumers want to buy from trustworthy brands that share their values. Marketers want transparency into the effectiveness of their marketing.

If all stakeholders can elevate the marketing process automation conversation, there is no limits to what we can accomplish.

Brand safety in practice feels anything but personal — an endless problem with layers upon layers of confusion, oversimplifications, and reactive responses.

Why brands need to start bringing people back into the shopping process

Studying the emotional relationships customers have with both your brand and your competitive set is the first step to pulling together your next marketing playbook.

As uncertainty becomes increasingly certain, and change is inevitable, marketers must assess and adapt to achieve the best business performance.

Now that people have spent a couple of years doing more online shopping and business online, consumers have higher expectations that digital experiences work well.

This week, Gabriela Carlos, Media Measurement Director at Croud, is on-hand to discuss how measurement works in a cookie-less world, business intelligence, and more!

Let’s reassert our place in the strategic and creative high ground along with our newfound dedication to DEI that gets the new generations excited about our industry.  

Rather than narrowing down social strategies to match creative production capacity, then, we need ways of reducing the workload of taking campaigns out in a truly omnichannel way.

The world of OTC is awash with oval logos, bland brands, and garish colours. And in a category where everything looks the same, consumers can get tired of looking at it. To create intangible worth, over-the-counter products must disrupt the category and wear their values

With a firm focus on acquisition, expansion and retention, and armed with fresh human-level data, you’re set up for financial marketing success in 2022.

Here’s what brands, publishers, and technology partners can expect from major TV advertising verticals in the upcoming year.

Having the ability to track both online and offline activity, and work with your partners to establish a truly omnichannel approach that is as flexible as you.

Brands need to develop community management strategies for campaigns to continue to grow. This will help brands take on the persona and think like  fans, leading them to gain a wider audience.

Dstillery, a leading custom audience solutions company, gives their industry predictions for 2022.

Purpose should be treated in the same way as any other marketing activity. Before you take any action, you have to start with the simple question: what’s the KPI?

Everyone bets on Goliath, it’s the sensible thing to do after all. But think about this. David has technology at his disposal and knows how to use it.

The overarching theme of the new endemic era for the year ahead is agility. As we anticipate what to expect in 2022 and beyond, it is clear that the ability to adapt to the ever-evolving demand of consumers will be the key to success.

As stringent rules become the new normal, brand marketers should aspire to replicate the framework that regulated industries have perfected.

By Todd Hedberg, The Lacek Group Every parent knows a contest or game can transform…

By Gökçe Nur Oguz – CEO and Co-Founder of Playable Factory The mobile games industry…

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.

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.

Amidst an era of incredible change, why has the brand-agency relationship largely stayed the same?

Our multi-part AWNewYork Twitter Chat series with Nielsen continues with part 3 – The Future of Measurement

Our 4-part AWNewYork Twitter Chat series with Nielsen continues with part 2 – The Importance of Representation in Media.

We kick off our 4-part AWNewYork Twitter Chat series with Nielsen discussing The Elements of a Great Brand.

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…

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.

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 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.