Industry Insights

Is your agency failing you by keeping your ads away from the general news?

In today’s highly competitive business landscape, marketers are constantly seeking innovative strategies to captivate their target audience and drive meaningful engagement. One approach that has gained significant traction is trigger marketing.

MNTN’s Chief Customer Officer Chris Contreras is a featured speaker at the 2023 ANA Digital & Social Media Conference July 17–19 in Carlsbad, CA. ANA’s Senior Director of Influencer Marketing Leah Marshall sat down with Contreras for a pre-conference interview.

Brands wield tremendous power and influence; thus, a brand has the power to promote inclusivity and create change in positive ways. This feat can be accomplished through creative content, messaging, and partnerships. It only takes one voice to provide support, relief, and connection.

In an increasingly interconnected digital landscape, data collaboration has become a linchpin for business success. As cookie support declines and stringent privacy laws multiply, companies face the double-edged sword of needing more data collaboration and more data security. This has led to the rise of data clean rooms.

The last few years have been anything but uneventful! Not even colleges and universities have been spared. Faced with declining enrollment, an uptick in trade school affinity, and students’ prioritization on quality of life – academia has (finally) been persuaded to provide a more in-depth answer to the question being routinely posed by nervous students.

Over the past several months, the increased availability of high-quality generative artificial intelligence (AI) has changed the way we write and create. Epitomized by systems like ChatGPT and Midjourney, this new game-changing technology is having a ripple effect across all industries, actively bestowing on us the ability to generate content, solve problems, and answer questions faster and often more accurately than most people can manage.

Many brands who invest in paid social media use Meta channels, Facebook and Instagram, as their go-to channels. These platforms reach billions of users, and they are mature in the sense that they have reliable data and tools for advertisers. That said, depending on your business goals and the audience you’re trying to reach, it’s worth exploring other channels to convert users to customers.

A one-size-fits-all approach won’t suffice when it comes to capturing and retaining the attention of your audience. This is where audience segmentation comes into play — a powerful strategy that enables you to divide your target audience into groups, allowing for personalized and targeted marketing efforts.

Advertising and media can help us create a better world through exceptional content that sheds light on various subject matters and issues. When it comes to climate change, brands and corporations have a responsibility to change their practices and decrease harmful emissions and other production methods that are outdated and unsustainable. While ads can’t save the world, they can help raise awareness and be the catalyst for change.

The infectious excitement pulsating through the Croisette always revolves around the world’s most creative minds. Five drivers of creativity from the 2023 Cannes Lions Festival were Conviction, Challenge, Courage, Clout, Coalition.

Don’t get caught with your hand in the cookie jar. It’s time to cash in your chips and prepare for the demise of third-party cookies.

It’s no secret that the way to build brand loyalty is through authenticity. Consumers connect with realness — with stories that they can relate to. Consumers yearn for connection; and that connection is what fosters long-lasting relationships and loyalty to brands.

We are in an era of burnout. And it makes sense: People have a lot to contend with right now, from the concerning effects of climate change, the economic downturn, political uncertainty and strife, technological changes, and the lingering shadows of COVID-19.

It has been said by many that Cannes is “the same folks you can meet with in New York, just in a fancy location.” This year that wasn’t quite true. While we often see major partners, prospects and frenemies sipping rosé in pastel and linen outfits, this year was more about giving the entire industry an opportunity to learn about the shared and unique challenges across markets and disciplines while taking action to solve them.

We all have implemented KPIs to measure progress against our work. Agency KPIs are essential for any organization to measure its progress against predetermined agency objectives and priorities. KPIs let advertisers focus on what matters most, align relevant resources toward achieving those goals, identify areas that need improvement, and take corrective action.

In the last few years, influencer marketing has been one of the fastest-growing trends in digital marketing. As part of marketing’s “pivot to video,” influencer marketing helped advertisers like Dunkin’ and McDonald’s achieve marketing success.

Gordon Moore, the co-founder of Intel, died this year. He was 94. In 1965, he predicted that the number of transistors that could be placed on a silicon chip would double at regular intervals for the foreseeable future, thus increasing the data-processing power of computers exponentially. He predicted computers would be more expensive to build but cheaper to buy for consumers since so many would be sold.

During Cannes Lions this week, advertisers and programmers from across the globe will be coming together to discuss the power of creativity. Great TV creative, as we know, connects audiences to brands and helps spread messages in memorable and effective ways.

The B2B buying process is dynamic and decision makers’ needs shift from year to year. The last few years were perhaps more impactful than most, with the pandemic and social justice movements changing the way buyers explore and choose suppliers.