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How AI Is Transforming Media Activation

How AI Is Transforming Media Activation

Media activation is going through a fundamental transformation in which harnessing the potential of AI is not a choice, but a necessity for optimizing performance. AI-powered data can propel your media programs to new heights, accelerating ROAS and offering a competitive edge—if you know how to use it.

Turn Shoppers Into Brand Advocates

Turn Shoppers Into Brand Advocates

The modern, dynamic buying journey demands that brands make their products accessible to customers whenever and wherever they’re ready to buy. Leading brands are solving this by using strategies focused on transitioning shoppers into long-term advocates for their products.

The Future of Measurement: Using AI to Increase Media Effectiveness

The Future of Measurement: Using AI to Increase Media Effectiveness

AI is changing how leading brands measure and unlock the value of ad effectiveness. Research has shown that effective ads are four times more likely to increase return on marketing investment. Innovative campaign test-and-learn tactics, powered by high-quality data and AI, will drive brand growth and profit.

Creative Excellence Starts With Emotional Engagement…and Data

Creative Excellence Starts With Emotional Engagement…and Data

Marketers have a significant opportunity to reach audiences during known moments of receptivity. To master the creative excellence that connects with emotions, advertisers need to call on the right data and technology that can pinpoint when a person is most open to the message.

Consumers Want Meaningful Content. Can Brands Deliver?

Consumers Want Meaningful Content. Can Brands Deliver?

The brand-customer dynamic is unrecognizable from what it was just a few years ago. Consumers demand that brands respect their privacy, focus on sustainability and equity, and use new technologies like AI ethically. Trust and transparency are now essential to any content strategy.

Measure the Impact of Gen Z

Measure the Impact of Gen Z

What does it take to be a top brand in the minds of Gen Z? You have to be present where this generation is most active (aka social), show up in the right way with the right talent, and be a part of their passions. And then you have to measure the impact of these efforts. American Eagle and TransUnion share their approach.

Why Identifier Deprecation Won’t Kill the Open Web

Why Identifier Deprecation Won’t Kill the Open Web

Many marketers are concerned that third-party identifier deprecation will threaten their ability to reach people on the open web. But with the right solutions and partners, brands can not only still reach in-market customers at scale, wherever they are, but also achieve better results than they did with cookies.

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The Power of the Passionate Consumer

The Power of the Passionate Consumer

Content that taps into audience passions can inspire action and create loyal viewers, listeners and readers. What makes these passionate consumers so valuable? A study from Future explores how the media consumption, buying behaviors and influential nature of passionate consumers can impact advertising success.

The Brand Marketer’s Guide to TikTok Shop

The Brand Marketer’s Guide to TikTok Shop

TikTok Shop has the potential to totally revolutionize social commerce. With U.S. adults currently spending some 4.4 billion minutes daily on TikTok, the ability to make videos shoppable can be a gamechanger. That’s why it is critical for marketers to understand how to adapt their strategies to maximize sales.

How e.l.f. Built a Culturally Relevant Sports Sponsorship Strategy

How e.l.f. Built a Culturally Relevant Sports Sponsorship Strategy

Beauty brand e.l.f. has mastered the art of surprising audiences by showing up where it’s least expected. It has tapped into everything from Big Game commercials to pro sponsorships, video pep talks, and youth sports sponsorships designed to get more girls on the field.

The Sports Marketer’s Post-Cookie Playbook

The Sports Marketer’s Post-Cookie Playbook

Many rightsholders and brands have a treasure trove of first-party data that, when properly activated and connected, can provide a comprehensive understanding of fan behavior and intent. This can enable sports marketers to provide the tailored digital experiences and personalization that fans crave.

Fix Disconnected Customer Experiences With a Better Tech Stack

Fix Disconnected Customer Experiences With a Better Tech Stack

With so many marketing channels, partners and technologies, many brands are struggling to unify their customer experience across activations. The solution is a connected tech stack, which leverages first-party data to provide a more seamless, person-first experience while enhancing your team’s ability to collaborate.

Better Marketing Teams Start With Better Marketing Managers

Better Marketing Teams Start With Better Marketing Managers

It’s never been more urgent for marketing and agency leaders to identify and develop effective mid-level managers. In fact, research has shown that these “magnificent” managers may be the single biggest influencer of client satisfaction, revenue growth and profitability—a critical component to your competitive advantage.

Is Your Data Ready for AI?

Is Your Data Ready for AI?

First-party data is the fuel that makes your marketing run, and AI has the potential to turn that data into precision-targeted messages delivered at the perfect time. As a result, marketers are now faced with a challenge: break free from siloed and incomplete data, or risk losing out on AI-led acceleration.

CTV Can Be a Brand-Safe Haven for Performance Marketers

CTV Can Be a Brand-Safe Haven for Performance Marketers

Social media’s confluence of sights, sounds and minds can also create brand safety headaches for advertisers. But marketers no longer have to sacrifice performance to ensure their ads are presented in the right context. The key is to shift your focus to a performance channel where brand safety is built-in: connected TV.

Scale Your Campaigns Without Sacrificing Creativity

Scale Your Campaigns Without Sacrificing Creativity

Keeping creativity at the forefront while juggling the need for global reach, increasing brand awareness, lead generation and more is easier said than done. The secret? Implementing the right systems and processes to pave the way for creative brilliance.

Take the Guesswork Out of Your 2024 Demand Generation Plan

Take the Guesswork Out of Your 2024 Demand Generation Plan

Identifying the key metrics to measure the success of your campaigns, effectively using prior-year data to plan your 2024 strategy, and activating your ideal customer profile, target audience and ABM lists are all easier said than done. The key is to employ advanced techniques to eliminate guesswork from your efforts.