To Connect Consumers’ Searches to Brands, Focus on Delivering Answers, Not Keywords
Too many marketers mistakenly believe that investing in improving their Google search results is sufficient.
Before Your Company Invests in AI, Ask Whether There’s a Real Customer Need
Our customers were getting overwhelmed by choice. They didn’t know where to begin.
As Out of Home Recovers, OAAA Builds Up Leadership Team
The new executives are expected to expand the trade group's data and creative capabilities.
Marketers Need to Understand the Difference Between Segments and Personas
No customer is just a sum of product purchases and clicks.
While Valuable, Publishers Can’t Afford to Get Distracted by First-Party Data
While publishers may be able to infer some level of intent based on user behavior across their sites, there are limitations to what an individual publisher can do.
Crossing the Finish Line: How Audio Out of Home Helps Brands Make the Sale
It’s become an increasingly attractive tool in marketers' arsenals since it's measurable and available at scale on programmatic exchanges.
Online Communities Are Key to Understanding Your Audience
Brands looking for a signal in the noise should look to the internet’s most engaged spaces to understand real consumer sentiment.
5 Cognitive Biases CMOs Should Watch For When Making Decisions
We sometimes overvalue our own opinion instead of listening to research or consumer insights.
Place Exchange Gets Inside Uber OOH as Riders Return
The deal comes as the industry has continued to point to signs of a comeback after last year’s spending in the category dropped by 29%.
Video Advertisers Are Moving On From That ‘One Great Ad’ Approach
Highly fragmented audiences on digital media are the biggest opportunity for digital video ads right now.
Holiday Catalogs Feel the Impact of Labor Shortages, Supply Chain (and yes, the Pandemic)
Even the paper they’re printed on—and the specialists who make the presses run–are in short supply.
As Privacy Diminishes Ad Attribution, Dentsu and Snap Beef Up Performance Measurement Alliance
The breadth of the agency’s scale, combined with the app platform’s own analytics represents one defense against the cookieless future.
What’s in a Web Page Title? Google May Decide for You
The search giant's attempts at greater clarity for users may muddle marketers' messages.