Industry Insights
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Brand Marketers Can Forge a Personified Path to Growth
Industry Insights December 1, 2022Brand marketers have been battening down the hatches as they navigate the current macroeconomic and geopolitical storm. While much of the conversation and strategizing has been around budgets and profit and loss (P&L) maneuvering with uncertainty clouding the horizon, it would be wise for brands to also allocate bandwidth to proactively devise a digital advertising strategy for 2023 and beyond. The “beyond” in this instance could be inferred as the paradigm shift from the era of personalized advertising to the era of personified advertising.
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Brands Still Relying on Cookies This Holiday Season Are Lagging Behind
Industry Insights November 30, 2022Google keeps pushing back its date for the so-called “cookie apocalypse.” But if you’re a retailer hoping to prosper in the 2022 holiday season, that doesn’t matter one bit. If you’re still relying on third-party cookies, you might be as doomed from a long-term perspective as the cookie itself.
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Procter & Gamble “Widens the Screen” to Show the Diverse Depth of Black Life
Industry Insights November 30, 2022In his presentation at the ANA’s 2022 Masters of Marketing Conference, Marc Pritchard, chief brand officer at The Procter & Gamble Company, declared that the greatest opportunity for business growth is engaging multicultural segments, a market that has over $5 trillion of buying power.
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The Reconstruction of the Agency Landscape: Where Do We Go From Here?
Industry Insights November 30, 2022The rising amount of pressure agencies and marketing teams are under has been becoming clearer. The state of the economy has restricted budgets, paused investments, and slowed down business deals, to name a few of many mounting challenges.
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How Advertisers Can Give Their Agencies Actionable Feedback
Industry Insights November 29, 2022Like marriage, client-agency relationships require a high level of investment, commitment, and long-term mindset to understand, grow together and respond to each other's needs.
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How to Make the Marriage of a New Client/Agency Relationship Last
Industry Insights November 29, 2022Like marriage, client-agency relationships require a high level of investment, commitment, and long-term mindset to understand, grow together and respond to each other's needs.
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How to Navigate Inflation This Holiday Season
Industry Insights November 22, 2022The holidays are on the horizon, but so too is the growing impact of the worst inflation in 40 years. With financial concerns putting a strain on the festivities, many may be wondering how to afford the usual holiday expenditures — presents, travel and produce, to name a few. Fortunately, necessity sparks innovation, and there are several ways for consumers to save money, while finding gifts for everyone on their list.
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How Brand Marketers Can Leverage Programmatic in Podcasting
Pulse November 17, 2022Watching television, scrolling through social media, and working on a laptop, are all inherent parts of everyday life. But screen time is becoming excessive. The average American spends over 7 hours per day looking at a screen.
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Programmatic Audio: Everything You Need to Know
Pulse November 17, 2022Programmatic audio advertising is growing rapidly. Find out how to make the most of digital audio ads, targeting the right audience and boosting engagement.
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4 Simple Guidelines to Provide Outstanding Digital Customer Experiences
Industry Insights November 16, 2022Digital transformation looms large for many brands and businesses, who know the process is important but may be less sure about how to tackle it. The end customer is increasingly empowered, the pace of innovation is faster, and expectations of exquisite experiences have risen accordingly. How do brands integrate these digital advances and rapid cultural change into a cutting-edge digital customer experience strategy?
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6 Holiday Ads That Bring People Together
Industry Insights November 16, 2022The holidays are a time of celebration and love — both to celebrate the people we love and to cherish the moments we have with them. Regardless of which holiday, any time we carve out a moment to be present and enjoy each other’s company is a gift — and a gift we need to do more of. The best ads don’t just try to sell stuff (and yes, every ad is selling something) but hopefully inspire us and remind us of our own humanity.
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Collaboration Between CMOs and CFOs Builds Lasting Brands
Industry Insights November 16, 2022Today the C-suite has high expectations for CMOs, requiring them to demonstrate their value to a company's bottom line. Creativity and big ideas alone no longer suffice as senior marketers are expected to also bring data, analytics, and technical know-how to the leadership table.
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Brands Need Music to Connect with Multicultural Audiences
Industry Insights November 15, 2022Today’s brands are increasingly seeking to reach diverse, multicultural audiences to drive revenue. We have seen it with Coca-Cola’s “America is Beautiful” ads and Adobe’s “When I See Black.” However, attempts to reach new audiences can feel inauthentic or simply ineffective.
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Creative Needs to Catch Up
Industry Insights November 15, 2022Since its inception, the internet has allowed us to generate creative ideas together, from across continents, keeping lines of communication open through a vast advertising landscape even during a global pandemic and myriad lockdowns.
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Programmatic CTV Should Be Content-First, Not Audience-First
Industry Insights November 15, 2022“Audience-first” was in some ways a reaction to “content is king.” A decade ago, as the programmatic space was reaching critical mass, the industry glommed onto the glory of cherry-picking audiences based on fancy new algorithms that allowed us to “personalize” impressions.
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How to Overcome the Brand Suitability Challenge
Industry Insights November 14, 2022Advertising has a dire brand suitability problem and needs a systematic solution. The advertising-fueled attention economy has incentivized publishers and social platforms to support the loudest and angriest voices with few safeguards in place to allow brands to exclude false, misleading, and divisive content while prioritizing the suitability factors most important to their business.
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It’s the Giving Season, Are You Ready?
Industry Insights November 9, 2022Science confirms it: People who give money to others are happier. Regardless of age, gender, or socio-economic status, giving just makes you feel good. And last year Americans opened their wallets and hearts wide, breaking all records for Giving Tuesday in 2021; 35 million U.S. adults participated in 2021, with total gifts of $2.7 billion, a 9 percent increase from 2020. And for the full year, individuals, bequests, foundations and corporations gave an estimated $484.85 billion to U.S. charities in 2021. That’s a lot of happiness!
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Trends Come and Go, But Legacy Lasts
Industry Insights November 8, 2022Kate Bush is in the top 10. Baggy jeans are all the rage. And there’s a new series launching on Netflix about Blockbuster (dance on the grave much?). It goes without saying, what’s old is new again.
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How to Make Sure Brands Can Activate Their Identity Data
Industry Insights November 7, 2022A lot of brands have reached a turning point with their first party data. Many have already done the heavy lifting to aggregate internal data, and some have even created their own internal ID to act as a single source of the truth for each customer or prospect.
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5 OOH Myths Marketers Should Stop Buying Into
Industry Insights November 3, 2022Want a true sign of the channel’s recovery? OOH advertising revenue increased 28.9 percent in the second quarter of 2022 compared to the previous year, accounting for $2.62 billion – nearly equivalent to pre-pandemic highs when Q2 2019 OOH revenues totaled a record-breaking $2.69 billion.
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