Forward

While consumer views of what TV is are evolving, the dominance of the largest screen in viewers' homes is not. Here's what it means for advertisers.

There are several considerations marketers must make to develop and refine their organization's data and process management strategy to unlock stronger, more accurate data analytics.

How brands such as Sea-Doo, Aperol, and Timberland use weather-based digital out-of-home (DOOH) ads to drive awareness and influence consumer behavior.

The synergies that radio can bring to retail media network plans have the potential to multiply results and ROI by filling gaps at the middle and top of the marketing funnel while supporting lower-funnel activity.

Global, omnichannel campaigns can be deployed quickly and seamlessly, but there is one aspect of launching and maintaining global campaigns that has become a roadblock to rapid execution: managing the complex rights associated with each creative asset.

As marketers consider the possibilities that CTV presents, they may find the following questions helpful for improving media strategies and getting the most out of their CTV investments.

Sustainable direct mail marketing practices can help businesses further their environment initiatives, offering a more eco-friendly alternative to digital-only or digital-heavy campaigns.

A new report to help marketers establish a baseline for setting KPIs and measurable goals for improving efforts to add diversity, equity, and inclusion (DEI) to their advertising creative shows there's still work to be done.

Brand advertising budgets are often the first to go as marketers double down on direct, measurable performance. And while it's true that respondents to the Mediaocean survey listed performance-driven paid media as their most critical area of investment in the event of a downturn, that doesn't tell the whole story.

Marketers don't often give a lot of thought to identity unless they're wringing their hands at the evolving state of cookie deprecation due to privacy concerns. But disappearing browser-level attribution is only part of that problem.

Recent studies reveal an increasing number of women are becoming loyal podcasts listeners. The trend may sound a new opportunity for brands that want to reach an important demographic.

Direct mail marketing can help create customer touchpoints that encourage engagement. Here's how brands can use direct mail in tandem with digital media to create touchpoints that help drive action throughout the entire omnichannel customer journey.

Through increased engagement with home-based smart speakers, online audio, and a growing number of podcasts, marketers have the potential to reach more listeners than ever before.

TV is in the midst of a revolution. There's more content than ever before, and the modern viewer consumes it on their own time, in their own way, and through a variety of devices. This fragmentation means one thing for brands and agencies: They need to reimagine the TV advertising experience.

With the looming deprecation of third-party cookies, marketers face a series of headwinds when determining the value of their campaigns. Fortunately, there are several macro forces working in marketers' favor — if brands can adapt in time.

While most CMOs want to invest in new tools and tech, budgets are tight, which means there's pressure to connect spending with ROI. Further complicating the matter: Tastes and trends evolved during the pandemic and even more disruption is on the way.

In recent years the popularity of podcasts has exploded to make the medium a massive source of entertainment. Listenership is high and growing, and audiences are listening throughout the day — ads and all.

The technology for supporting creative optimization is at a tipping point. Indeed, the marketing industry faces an incredibly exciting moment where art and science finally work together to raise the bar for advertising across all formats and channels.

What are the factors that make TV ads an effective marketing tool, and how does TV compare to Facebook or YouTube mobile video? Shedding light on the answers to these questions are two recent studies, which together tell a compelling story about how TV advertising helps brands build connections with consumers at scale.

In an increasingly digital world, direct mail marketing can offer customers a tangible experience. However, many marketers struggle with determining the best ways to incorporate mail into their overarching strategy.