Jacqueline Lisk

The idea that brand work is difficult to measure or quantify doesn't hold up, according to Charlotte Blank, U.S. CMO at Jaguar Land Rover North America. She stresses that marketers need to cultivate KPIs for brand health metrics in the upper funnel, which are just as important as the conversion-oriented metrics that drive performance marketing discussions.

What does it take for brand advertisers to maximize the value of their investment in TV and reach audiences across a fragmented landscape? A new report from Comcast Advertising provides answers.

Streaming programming is fast evolving and recently surpassed cable for the first time in the percentage of TV viewers. Media companies are responding in kind. Lydia Daly, SVP of audience impact and intelligence at Paramount, says the explosion of streaming services is changing the way people consume entertainment and constantly raising expectations that marketers must meet head-on.

With a growing onus on marketers to break from the mold, brand managers should consider innovative ways to connect with consumers virtually, as AI-dentity and virtual personas continue to rise. Patricia McDonald, chief strategy officer at Dentsu Creative, says consumers are increasingly creating avatars to portray what is in some cases a more authentic, adventurous version of themselves.

ChatGPT, the large language model chatbot that debuted to great fanfare in 2022, can drive marketing efficiencies and foster creativity, but brand managers need to ensure that humans are the ultimate arbiters for what kind of messaging will resonate with their audiences. Even brand managers who are not in testing mode when it comes to ChatGPT need to understand its widespread implications for marketing and advertising.