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Refocusing on Brand in a Performance Era

Refocusing on Brand in a Performance Era

It’s a performance marketing world, and we’re just living in it. But despite what your budget might say, maintaining strong brand equity in the market is still the secret to success. And it’s the brands that are breaking the rules of traditional category growth that are winning in today’s  market.

The State of Sports Sponsorship 2024

The State of Sports Sponsorship 2024

When it comes to sports sponsorships, brands and rights holders need to align their vision, values and metrics. But just-released research from KORE found that 70% of sponsorship sellers feel unsure about their brand partner's goals, while nearly 60% of brands feel their goals aren't fully understood by rights holders. 

The New Measurement Methods You Need to Master

The New Measurement Methods You Need to Master

Digital advertising is undergoing a transformative shift where emerging data strategies and measurement methodologies are redefining marketing effectiveness. From predictive audience targeting to AI optimization and personalization, there are a lot of new methodologies and strategies for marketers to consider.

The Future of Measurement: Use AI to Elevate Marketing ROI

The Future of Measurement: Use AI to Elevate Marketing ROI

Improving marketing ROI is a top priority of four in 10 marketers, according to research from Kantar. The key to ensuring they are delivering growth in today’s evolving landscape? Taking a data-led approach to measurement that integrates advanced analytics, media and brand expertise. 

An Insider’s Approach to Measuring Ad Effectiveness

An Insider’s Approach to Measuring Ad Effectiveness

Media agencies thrive by solving complexity for their clients, and measurement alone is a mountain they climb daily. With new ad formats in CTV, gaming and social media, as well as the rise of retail media, the pace of change in media has never been more challenging—and the need to deliver effectiveness has never been greater.

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Using TikTok to Maximize Your Paris 2024 Impact

Using TikTok to Maximize Your Paris 2024 Impact

According to new research from TikTok, its users will be just as likely to watch the summer games in Paris on the platform (58%) as they are to watch the live broadcast on TV (57%). How can brands best capitalize on this unique opportunity to align with a worldwide, fan-fueled event? And how can you measure the impact? 

How AI-Powered Data is Transforming the Future of Marketing

How AI-Powered Data is Transforming the Future of Marketing

Do you really know who your customers and prospects are? AI has allowed brands and agencies to get a richer and more complete understanding of consumers more efficiently in a data-first environment. Now is the time to tap into its transformative potential to deepen your understanding of these key stakeholders.

The Social Media Benchmarks That Matter Today

The Social Media Benchmarks That Matter Today

Achieving outstanding social media ROI requires more than an understanding of platform trends, best practices for content creation, and actionable strategies to combine the two. You also need reliable benchmarks to help you measure your success. 

Navigate the Complex Brand-Creator Relationship

Navigate the Complex Brand-Creator Relationship

More and more businesses are turning to third-party creators, influencers and affiliates to fuel their growth, and establishing mutually beneficial long-term relationships is critical. But what do brands need to do to keep creators happy?

Harness the Power of Loyalty Program Data

Harness the Power of Loyalty Program Data

As third-party data deprecates and privacy regulations proliferate, marketers need to figure out how to foster deeper and more personalized one-to-one relationships with their best customers. One solution: a modern and data-focused loyalty program, which can power personalized marketing and data-driven strategies.

The Marketer’s Guide to Evergreen CTV Ads

The Marketer’s Guide to Evergreen CTV Ads

It’s Upfronts season and TV advertisers are already busy locking in their annual media buys to attract the audiences of tomorrow, today. But once your upfront campaigns end, how do you stay connected with your brand's loyalists in a fast-paced world? The key is dedicating time and creative attention to evergreen ads.

Maximize Your Event Marketing ROI

Maximize Your Event Marketing ROI

With post-pandemic live attendance surging, industry events and trade shows represent an enormous opportunity for brands. Yet many companies spend significant time, energy—and budget— on these programs without defining clear goals or a plan for measuring success. 

Unite Martech and Adtech for Deeper Customer Engagement

Unite Martech and Adtech for Deeper Customer Engagement

Data deprecation and the demise of the third-party cookie continues to blur the lines between marketing and advertising. The future of both hinges on how companies use zero-, first- and second-party data. Customer data platforms (CDPs) can serve as a vital bridge. 

Make a Measurable DEI Impact Through YouTube Ads

Make a Measurable DEI Impact Through YouTube Ads

Brands and agencies are seeking ways to support diverse communities through their ad spending on YouTube. But accomplishing this has been challenging because campaigns can touch thousands of creator channels, with no real way to understand the diverse communities they represent. 

Navigating Personalization and Measurement in the Post-Cookie Era

Navigating Personalization and Measurement in the Post-Cookie Era

Post-cookie, advertisers must determine how they’ll continue delivering personalized and relevant brand experiences while also measuring cross-media campaign effectiveness. To chart a path forward, media buyers and planners need to know about all the cookie alternatives out there.