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  • More Human than Human: Brand Characters and Mascots

     Ask the Expert Answers   February 1, 2023  

    How effective are brand characters and mascots in ads?

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  • Video Games Offer Effective Brand Activations for Families

     Industry Insights   December 19, 2022  

    The global COVID-19 pandemic accelerated the use of screens and created an uptick in gaming (primarily due to the need for human interaction and the expanded variety and accessibility of video games). In fact, a 2021 Frontier survey of more than 1,000 parents showed that nearly 63 percent of parents with at least one child (aged 5 to 17) who played video games reported that video games had a positive impact on their child.

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  • How Advertisers Can Inspire Family Travel This Season & Beyond

     Industry Insights   December 19, 2022  

    The holiday season is one of the most popular times of the year for family travel. Whether it’s visiting relatives or gifting loved ones with a vacation, the decisions around when, where and how to travel often involve multiple stakeholders. With each traveler having different interests and opinions, how do you get the entire family on the same page when deciding where to go and what to do?

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  • Rethinking In-Game Advertising

    Industry Insights   December 19, 2022  

    There is an enormous advertising opportunity in gaming. The global market for in-game ads is expected to reach $18 billion in the next five years, and a recent survey conducted by Deloitte found that gen Z gamers spend, on average,12 hours per week playing video games. However, the reach of this captive audience, especially for high-end gaming typically found on PCs and consoles, is only nearing its potential.

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  • Supporting Customer Success: How to Help Shoppers Achieve Their New Year’s Resolutions

     Industry Insights   December 15, 2022  

    With this year ending, New Year’s resolutions are on everyone’s minds. Whether intentionally or not, consumers are making promises to themselves and looking for the right products and/or services to help them make good on their goals.

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  • How to Improve Customer Retention Among First-Time Holiday Shoppers

     Industry Insights   December 15, 2022  

    As retailers prepare for another rollercoaster of a holiday season, they have a lot to look forward to. After 2021 saw a 17-year high of holiday shoppers spending 8.5 percent more year over year (YOY), forecasters predict continued growth despite the threat of a recession and looming inflation on the horizon.

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  • Combating the Never-Ending Demand for Creative Content

     Knowledge Partners   December 13, 2022  

    Aquent’s Corey O’Brien shares how in-house agencies can stay ahead of the increasing demand for creative content.

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  • Moving as One: How e2open and Merkle Leverage Audience Data to Fuel Effective Marketing Plans

     Event Recaps   December 7, 2022  

    e2open and Merkle reviewed the details of e2open’s new account-based marketing strategy, explaining how data was successfully leveraged to more deeply engage target audiences and drive impressive business results.

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  • Performance and Purpose Through Content

     Event Recaps   November 16, 2022  

    Lysol’s Whitney Braddock shared how her brand used the pandemic as an opportunity to launch an ongoing content series that eschewed short-term sales strategies in favor of educating consumers and making them aware of all the ways they could stop COVID-19’s spread, even beyond using Lysol.

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  • A Conversation with the Co-Chairs of the ANA Content Marketing Committee

     Event Recaps   November 16, 2022  

    ANA Content Marketing Committee Co-Chairs John von Brachel of Novartis and David Brown of Knotch Inc. discussed trends in content, including how individuals with a media background can succeed in content marketing, how content teams can achieve brand differentiation, and how agencies fit into the content marketing ecosystem.

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  • How Land Rover Partnered with A+E Networks to Promote a New Truck

     Event Recaps   November 16, 2022  

    Representatives from A+E Networks and Z Media Ventures’ Jim Zarchin gave an inside look at how they used content to promote the Land Rover Defender, covering how multiple brands came together to create a powerful piece of content that captured viewer attention and drove business results.

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  • Programmatic CTV Should Be Content-First, Not Audience-First

     Industry Insights   November 15, 2022  

    “Audience-first” was in some ways a reaction to “content is king.” A decade ago, as the programmatic space was reaching critical mass, the industry glommed onto the glory of cherry-picking audiences based on fancy new algorithms that allowed us to “personalize” impressions.

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  • B2B Content Marketing

     Ask the Expert Answers   November 8, 2022  

    What are best practices for B2B marketers getting into content marketing?

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  • The Transformation of the Entertainment Opportunity for Brands

     Event Recaps   November 2, 2022  

    Brands need to take a ground-up approach to content production, consider how storytelling and entertainment IP can unlock attention while creating new, sustainable models, and let go of preconceived notions surrounding existing entertainment genres.

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  • The Transformation of the Entertainment Opportunity for Brands

     Conference Sessions   November 2, 2022  

    In this session, learn why brands need to take a ground-up approach to content production, consider how storytelling and entertainment IP can unlock attention while creating new, sustainable models, and let go of preconceived notions surrounding existing entertainment genres.

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  • The B2B Buying Cycle Starts to Shift Gears

     B2B Marketer   October 26, 2022  

    The B2B purchasing cycle grew in the last two and half years, a new study reveals. To keep pace, marketers need to ramp up their efforts to collaborate with customers and prospects on business and research projects and help ease their pain.

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  • Holiday and Seasonal Shopping

     Ask the Expert Answers   October 19, 2022  

    What are some effective ways to connect with consumers during the holiday season?

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  • These Award-Winning Brands Win at Sports Marketing

     Industry Insights   October 17, 2022  

    On the U.S. media landscape, sports looms with outsized prominence among the nation’s sources of entertainment, as a 2020 study by VAB suggests. According to that report, in 2019, the last year before the pandemic began distorting data, the average U.S. viewer watched 4,364 minutes of national live TV sports broadcasts a year.

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  • Webinar Promotions Calendar 2023

     Tools   October 15, 2022  

    Use this tool to create a webinar promotions calendar that will allow you to plan and monitor your promotional activities throughout the year.

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  • Content Marketing Editorial Calendar 2023

     Tools   October 15, 2022  

    Use this calendar template to keep track of your content marketing and distribution efforts.

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