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Marketing in a Multicultural America

Marketing in a Multicultural America

As the visibility of multicultural audiences grows, marketers are grappling with how to optimize their brand’s relationship with an increasingly diverse America. How can they deepen these relationships through authentic, relevant creative and targeted marketing?

Operationalize Consumer Privacy

Operationalize Consumer Privacy

Privacy and tech continue to pose compliance challenges for organizations in the ad tech industry and beyond. Taking an operationalized approach ensures that you can create a privacy-centric consent strategy that provides transparency, increases personalization, develops trust and build a loyal customer base.

How Saucony Drives Reach and Purchase Consideration on Connected TV

How Saucony Drives Reach and Purchase Consideration on Connected TV

Many major brands and their agencies are challenged with finding the best ways to reach and engage their audiences on connected TV. To help power the launch of its new Endorphin Collection running shoes, Saucony worked with its agency iProspect to tackle this CTV challenge.

Influencer Marketing as a Gateway to Latino Subcultures

Influencer Marketing as a Gateway to Latino Subcultures

While the U.S. census classifies the Hispanic population monolithically, your marketing strategy needs to take a more nuanced approach to understand the segments and subcultures that make up this market. Find out how to use influencers to create connections that break through stereotypical imagery and cultural myths.

Match Your Audience to the Right Social Channels

Match Your Audience to the Right Social Channels

TikTok… Instagram… Reddit… Facebook… Each of the popular social media platforms has a reputation for the demographic it attracts. But when it comes to your brand’s audience, positioning and campaign goals, do you really know which social channels provide you the best return?

Subscriber Acquisition Strategies for Today’s Publisher

Subscriber Acquisition Strategies for Today’s Publisher

With advertising revenues fluctuating and subscription income rising, today’s most successful media companies are finding new ways to monetize content and diversify their services. This is critical as consumers are expressing a willingness to pay for their favorite media.

The Future of Ethical Personalization

The Future of Ethical Personalization

Consumers expect brands to treat the data they collect and use responsibly, with the utmost care and confidentiality. They also expect accurate, engaging and useful personalization in the marketing they interact with. How can marketing leaders satisfy both of these expectations?

Hershey’s Approach to Connected TV

Hershey’s Approach to Connected TV

The majority of linear TV buyers plan to make fewer upfront commitments this year, moving traditional TV ad dollars into CTV. Marketers, under pressure to prove ROI, can now reach as many households on CTV as they can with linear TV and apply data to their massive TV ad campaigns for the first time.

3 Ways to Drive Growth in the Cookieless Future

3 Ways to Drive Growth in the Cookieless Future

It’s no wonder so many brands have lost confidence in digital advertising. Now, with the approaching end of third-party cookies, brands will find it even more difficult to make critical connections with their audiences and to reach them effectively and efficiently.

4 Steps to Building a Retail Advertising Business

4 Steps to Building a Retail Advertising Business

Retailers with diverse, predictable revenue streams were the winners last year, and will be into the future. Hear from CVS Health about the journey it took to build a retail advertising business, and how accurate identity, privacy-preserving technology and data ethics are table stakes today. 

The Role of Retail Data in the Modern Shopper Journey

The Role of Retail Data in the Modern Shopper Journey

Effective customer communication relies on data, and as third-party cookies are phased out, first- and second-party data is becoming increasingly crucial to retailers and marketers. Find out how data can be integrated into the shopper journey across multiple retail touchpoints.

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Putting the Entertainment Back in Branded Entertainment

Putting the Entertainment Back in Branded Entertainment

People have never spent this much time online. Not only is content consumption through the roof, but so is the demand for richer, more engaging digital storytelling. The million-dollar question is: How do you cross the line from marketing noise to making content that is entertaining, interesting and moving?

This Is the Year for Proactive Agency New Business Growth

This Is the Year for Proactive Agency New Business Growth

For many agencies, 2020 was full of troubling shifts, reduced scopes and client losses. But that doesn’t mean you can’t be bullish about the year ahead. Now is the time to lead the way in new business growth through proactive outreach to your most sought-after prospects. 

An Agency Blueprint for the Post-Cookie World

An Agency Blueprint for the Post-Cookie World

January 2022 looms large as a time of data disruption following Google’s death-to-cookies announcement. How can advertisers learn more about their target audience and be sure they’re reaching the right humans on a path not paved with cookies? 

How to Advance Your CTV Planning Game

How to Advance Your CTV Planning Game

The fragmentation struggle is real. With connected TV becoming an increasingly hot commodity, advertisers need to  extract the most value. These newer channels are bringing data, speed and agility to TV, but marketers need to understand where the gaps are and how they intersect with traditional TV planning.

What Differentiates Today’s B-to-B Marketing Leaders?

What Differentiates Today’s B-to-B Marketing Leaders?

Over the past year, no space has evolved as rapidly as business-to-business marketing. Many b-to-b CMOs have already shifted to an ecommerce model, or they have their digital transformation of customer experience well underway. These are the “frontier” CMOs. 

Best Practices for Smart Audience Segmentation

Best Practices for Smart Audience Segmentation

"The customer is always right." Regardless of whether you fully believe in that mantra, unlocking your target segments' nuances can have a real impact on your ROI measurements. It’s time to start building an audience strategy tailored to your needs.

Manage Your Digital Content Overload

Manage Your Digital Content Overload

You’d think the fast-paced consumption of digital media and content would be a marketer’s dream, but managing it in a way that lets you track all of the components of your brand’s story can get messy. That’s where digital asset management (DAM) comes in.

TV Is Much More Than Just TV

TV Is Much More Than Just TV

The TV landscape has been evolving at breakneck speed. It is now a multichannel, multiplatform, multidevice conundrum. That means that TV is now a much more fragmented industry. Yet it is as essential as ever for marketing success.. 

Reinvent Your Marketing Strategy for the Next Normal

Reinvent Your Marketing Strategy for the Next Normal

Prioritizing media and promotions won’t be enough to succeed in 2021. To win, serve and retain customers in the next normal, marketers must reinvent their companies’ strategies around the 4Ps: price, placement, product and promotion.

Mining the Gold in Audience Data

Mining the Gold in Audience Data

Agencies and marketers know the value of data. After all they have a lot of it. The question is:  How can you mine the gold in your first-party audiences but not fully discount third-party audiences in the decision process? The best solution may be A/B testing multiple audience targeting strategies.