Marketing 101

Social media transformed marketing by shattering monoliths into a thousand pieces. TV, print, and radio were the big three once upon a time, and now a brand must be conscious of marketing spend on dozens of different channels.

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.

It’s a familiar scenario, something that happens all the time. There’s an approved strategy, a brief, and theoretically all the stakeholders in the process should be aligned, but still the clients are sending the agency back to do another round of creative, and another, and another. It’s frustrating for everyone, and it’s a waste of resources, time, and money.

Insider Intelligence shares research that projects the growth in ad revenue to be experienced in 2023 by digital platforms such as Walmart, Apple, TikTok, Instacart, Amazon, Spotify, Roku, and others. Insider Intelligence goes on to observe that the percentage increases expected by these platforms leave those of the onetime duopoly, Google and Meta, in the dust.

Insider Intelligence quantifies the average time that U.S. users spend with digital platforms that include Netflix, TikTok, YouTube, Instagram, and Facebook, among numerous others.

Boston Consulting Group highlighted some of the challenges to encouraging sustainable consumer choices and illustrated ways of overcoming those challenges.

Insider Intelligence details how TV viewers have declined while users of social media have risen, projecting that consumers of social media will outpace TV viewers by 2025.

Insider Intelligence breaks down the relative strengths of each major social media platform, comparing them in terms of global footprints, devices reached, and the ad formats that each one makes available (whether text-based, image, or video).

Insider Intelligence shares research that illuminates how streaming, retail media, and other types of digital platforms are stealing the lion’s share of the digital ad market from the once duopolistic Google and Meta.

Insider Intelligence quantifies the rise in buying on social commerce platforms like Facebook, TikTok, Instagram, and Pinterest, with projections for how each of these platforms will continue to add buyers in 2024, 2025, and 2026.

In his opening remarks for the ANA’s 2023 Digital and Social Media Conference, ANA CEO Bob Liodice shared data from a survey of CMOs detailing how their spending on mobile marketing, as a percentage of their overall marketing budgets, has fluctuated over the last three years, with spending forecasts for both the next year and the next five years.

In his opening remarks for the ANA’s 2023 Digital and Social Media Conference, ANA CEO Bob Liodice shared data from a survey of CMOs detailing how their spending on social media, as a percentage of their marketing budgets, has fluctuated over the last three years, with spending forecasts for both the next year and the next five years.

Members of gen Z have been the focus of many brand campaigns in recent years, as companies hope to win over younger people and create loyalty, awareness, and favorability. As a generation that is entering the workforce, that comprises 30 percent of the global population, and that is growing, changing, and at the heart of trends, gen Z offers brands a unique audience with whom to engage.

In his opening remarks for the ANA’s 2023 Digital and Social Media Conference, ANA CEO Bob Liodice shared eMarketer data that quantified the spending levels on digital advertising in the U.S. in 2021 and 2022, with forecasts for the years 2023 through 2027.

OOH advertising has long been known for delivering ad experiences that grab consumer attention in the physical world and dazzle audiences. However, the addition of programmatic technology, data-driven audience targeting (and retargeting) capabilities, and in-depth measurement within the OOH industry has transformed this once-siloed medium into an integral piece of any modern omnichannel marketing strategy.

In a session held during an August 2023 meeting of the ANA’s DE&I Forum Committee, the Gay and Lesbian Alliance Against Defamation (GLAAD) shared terminological guidance, as well as illuminating data on the LGBTQ+ community and recommendations for marketers seeking to act as its ally.

Generative artificial intelligence (AI) is streamlining operations for companies in all kinds of industries. Business leaders are employing ChatGPT for social media content creation, adding AI chatbots to their websites to answer visitors’ questions, using AI to create 3D models of new product ideas, and so on. And now there is a whole new AI realm that companies will find very useful for marketing strategies and other tasks: AI image generators.

Marketers know they need to use the highest-quality data possible, whether they're sourcing it from their own properties or working with a third party. Working with a data partner to access second- and third-party data gives marketers the benefit of expanding the scope of data available to them. But how to select the right partner?

Global marketers and data providers are celebrating with the announcement and launch of a new EU-U.S. Data Privacy Framework (DPF) to replace the former Privacy Shield, which was invalidated by European courts in 2020. Small and mid-sized companies were significantly impacted by this decision since Privacy Shield was the most affordable and accessible option for companies to comply with the adequacy requirements for transferring data from the EU to the United States.

We’re living in the era of personalization, in which consumers expect everything from their music playlists to their morning coffees to be customized precisely to their liking. The implications of this individualized consumer mindset have upended the automotive industry over the past decade, from both a product and messaging standpoint—and what we’ve seen to date is just the beginning.