Marketing 101

Mobian shares data from Statista that quantifies the monthly active users attracted by each of the major social media platforms: Facebook, YouTube, Instagram, TikTok, Snap, Twitter, and Pinterest.

Mobian shares data that quantifies the video viewability rates for various social media platforms and formats.

The introduction of data-driven targeting and creative capabilities within DOOH has transformed the medium into a full-funnel growth engine for retail brands. Marketers now have the ability to segment and target specific audiences, deploy highly flexible creative, and surround specific locations with their messaging.

What are some considerations for choosing an agency compensation model?

As they face increasing pressure to provide adequate returns, marketers need to establish clear guidelines for where to invest and ultimately prove the effectiveness of marketing automation. They also must implement test-and-learn scenarios to continuously optimize automation investments, cease lower-performing marketing activities, and personalize their marketing campaigns across multiple channels.

Nothing in the future is ever guaranteed, but these days the future is feeling more uncertain than ever as economic headwinds make forecasting ad spend increasingly difficult. Today’s publishers are being challenged to adapt to changing consumer preferences with shrinking budgets and lofty revenue goals. Publishers can prepare now amid uncertainty for whatever comes next by supercharging their video strategies using the tips below.

Digital publishers are currently grappling with significant technological disruptions that are reshaping their industry. They face two major challenges: the deprecation of third-party tracking cookies, and the emergence of generative artificial intelligence (AI). These disruptions will require publishers to adapt and find new strategies to maintain their visibility, revenue, and user experience.

Email remains one of the most robust and reliable marketing channels. However, with more than 306 billion emails sent and received on a daily basis, making your emails stand out is an absolute imperative.

Dan Sykora, VP of creative+ at Paramount, showcased how both Mars Wrigley and MPB leveraged Paramount’s annual VidCon event to drive deeper connections with generation Z.

There are two schools of thought around advertising in cable news: going all in and avoid it altogether. But there are three powerful benefits to advertising in news content as part of a balanced audience-buying: scale, brand-building, and engagement.

Motel 6 sought to foster its DEI and multicultural marketing programs. Leaders from Motel 6, Barkley, and The Corazón Agency unveiled the winning strategies behind Motel 6's successes, and how it became a more inclusive business internally and externally.

Shutterstock discussed the development of its “Black Girls Surfing” collection, which was created to drive representation of a marginalized group.

For the seventh consecutive year, Marc Pritchard delivered a keynote address at the ANA Multicultural Marketing & Diversity Conference — this time joined by Lela Coffey, P&G's VP of multi-cultural business acceleration. Pritchard and Coffey shared new case studies from P&G brands and thoughts on how multicultural marketing needs to continue to evolve.

In this video, P&G's Marc Pritchard and Lela Coffey shared new case studies from P&G brands and thoughts on how multicultural marketing needs to continue to evolve.

Dr. Van Sapp, dean of Saint Augustine's School of Business, Management, and Technology, shared best practices about how to attract Black talent, specifically Black talent from HBCUs, into your organizations.

Intellectual property and copyright concerns are among the thornier issues that marketers and agencies are grappling with as generative artificial intelligence (AI) becomes a force in the ad business. Procurement can play a key role asking vendors about their technology capabilities and how those technologies or models were trained. At the same time, marketers should be encouraged that some generative AI vendors are providing assurances that their products are free of copyright concerns.

A panel of experts shared data on how consumers engage with direct mail, provided a case study on an effective omnichannel campaign that included print, and highlighted some action steps marketers can take to shore up their own direct mail programs.

Effectively telling authentic stories that connect with real people means infusing diversity, inclusivity, and equality not only through the narrative and content of a marketing campaign, but through how a brand functions internally as well. A brand can’t truly promote DEIB without fostering it internally or creating initiatives or movements that help diverse communities.

The digital era was expected to provide marketers with an abundance of data about consumer behavior, preferences, and interactions. Instead, digital marketing has become wasteful and anything but efficient — a new ANA reports says the $88 billion programmatic media ecosystem is riddled with as much as $20 billion in waste. How did the industry get to this point — and what's the solution to fixing it?

The ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM) shares recent data revealing consumers’ attitudes toward the representation of gay/lesbian and transgender people in marketing.