Today’s CMOs are growth agents. But even with access to an abundance of data sources, top marketers face changing consumer preferences and economic uncertainty. That’s why identifying trends and uncovering blind spots requires access to a new type of market intelligence.

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With budgets shrinking and event costs rising, it’s harder than ever for marketers to break through the noise and get their messages noticed. What does it take to get attention (and sales) in this budget-constrained environment?

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Knowing how to prioritize a limited budget while increasing the impact of digital advertising will make the difference between success and just getting by this year. One winning strategy is leveraging in-flight measurement to optimize your ad spend.

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The average consumer has access to 11 connected household devices; that’s 11 screens all offering compelling content. But instead of thinking of them as separate devices and channels, savvy advertisers connect them together to tell a captivating multichannel story with CTV at its center.

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Media and entertainment executives are trying desperately to keep up with shifting audience behaviors and prepare their teams to succeed while doing more with less. This comes from an insight-rich report from Salesforce that identifies the trends reshaping the media and entertainment industry.

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Customers today want brands to speak to them as real human beings, offering personalized interactions across different touch points. Precision is key—so it’s crucial to ensure that your data supports nuanced customer experiences.

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Consumers look for voices they trust or relate to, and that’s the value that influencers and other creators bring to your brand. But how do you find the influencers that are the right fit, and what’s involved in empowering them to speak on your behalf? The solution comes from savvy use of social insights and analysis.

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Brands are demanding more from their agency partners than ever before. With their budgets in flux, agencies need to connect their efforts more directly with client needs by adding value in the technology they manage, the data they use and more. In economic uncertainty, rich, real-time consumer intelligence is critical.

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With 14 member universities, the Big Ten Conference has no shortage of fans. But with each member having its own approach to identifying and reaching its audience, the conference is also no stranger to data challenges, creating the need for a unified strategy.

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Sports sponsorships are on the rise, but all too often marketers don’t have a clear picture of the actual value of a program. This is increasingly important as more activations take place on digital and social channels, where clear, practical analytics are key.

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By 2024, more than one in three people in the U.S. will access sports, news and entertainment via ad-supported streaming. But this shift may also require changes in how advertisers approach media buying. The 2023 edition of The Stream, an annual study from Tubi, identifies what key viewing changes might mean for brands.

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When every step of the creative process depends on what comes before it, one missed deadline can derail your entire project’s timeline and possibly lead to a dissatisfied client. The solution? Using agile marketing practices for your creative teams.

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Since the pandemic, use of third-party food delivery services has skyrocketed. But for many restaurants, there’s a disconnect when it comes to understanding their customers and the experience they have with these platforms due to a lack of data sharing.

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Keeping up with your competitors is outdated. In 2023, brands that thrive will focus on keeping pace with consumers and meeting their dynamic expectations. That means easily connecting with your target audiences with insightful stories based on who your customers are.

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Brands have woken up to the power of content and have ramped their investment to create an even greater impact. However, with potential economic headwinds on the horizon, maximizing the ROI of every content dollar will be critical for 2023.

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