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The OTT product is essentially defined by the content available, and new OTT services are using popular historical content and trending content creators to build their viewership. It’s creating opportunities — and obstacles — for brands. Marketers looking to get the most from their video advertising campaigns need to make sure they have the right set of metrics in place.

The enterprise experience takes a holistic view of the organization and the many different people — both internally and externally — whose own experiences shape the customer experience.

What can organizations do to prepare for an increasingly transparent future? The first step is to assess their current level of transparency to identify potential risks and opportunities. In that process it can be helpful to look at three aspects of transparency having to do with products and services, culture, and the supply chain.

Without the Google ID, marketers need to find new ways to build datasets to drive personalized marketing campaigns across multiple devices. Here are three obstacles and the priorities marketers must face in dealing with the massive shift the ID’s absence leaves behind.

Identity resolution is the universal translator that helps brands identify customers across media channels and electronic devices.

With hectic schedules and a multitude of distractions competing for their interest, customers have never been so short on time or attention. To make a B2B audience take notice, business marketers should deliver brand stories in honest, compelling ways, with a balance of rational and emotional appeals.

By leveraging artificial intelligence for direct mail, marketers can create highly relevant, engaging messaging that speaks to specific consumer interests and behavior, keeps their brands top-of-mind, increases overall engagement, and, ultimately, boosts the bottom line. Here’s how.

Even though different stakeholders approach the advertiser-agency relationship from their own angle, the one shared priority is to meet and exceed the brand’s goals. Here are four key ways brands can use an agency optimization program to align stakeholder thinking and get the most value out of their agency relationships.

The advertising industry is now coming together to move the system forward to support all players, address privacy issues, and fuel a renaissance in creativity.

Marketers are looking for ways to take advantage of this expanding new medium to drive results and deliver important KPIs in ways that traditional linear television cannot.

New online platforms are boosting marketers’ ability to deliver relevant TV ads that drive both short- and long-term business outcomes.

In the three years since the ANA’s landmark report on media transparency, progress has been made but issues of opaque practices still plague the industry. As the methods for media buying evolve, marketers must maintain their vigilance.

The good news: Marketers have a huge opportunity to have a significant impact on growth. The bad news: The stakes are far greater than anything conventional marketing can answer.

Conversational marketing enables a one-to-one dialogue between individuals and brands that helps to inform, capture, qualify, and better connect with consumers.

For years, only digital media had the ability to get so granular as to accurately measure return on advertising spend (ROAS). Thanks to advanced data science and machine learning, it is now a reality for TV as well. And while moving a TV measurement program to a more advanced level may seem daunting, there are ways for marketers to start small and scale their efforts as they go.

To resonate with today’s consumers, companies need to build a new hierarchy of brand needs. Reliability is mere table stakes.

Hyper-personalization doesn’t just personalize basic parts of the customer experience, such as the initial flurry of emails to create a lead. It reimagines entire stages of the customer journey at the points of interaction most valuable to the company, leveraging data from every interaction with an individual to create a holistic view of their needs. Here are the four stages marketers need to achieve to get there.

When it comes to AI, marketers must separate fact from fiction to better understand the role and value of the technology.

Although there are significant differences in campaign spending, more than half of campaign budgets target paid media — and that share is expected to grow in 2020.

Akin to brand identity, every radio commercial (or campaign) has its own unique idea, personality, tone, and voice.