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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.

Are Your Digital Ad Dollars Driving Foot Traffic?

Are Your Digital Ad Dollars Driving Foot Traffic?

Customers visiting a physical location are more likely to make a purchase than those browsing online. But without campaigns specifically designed to increase foot traffic to brick-and-mortar locations, you could be overspending on media that isn’t increasing visits, conversions or generating ROAS.

Inside Tubi’s The Stream 2024 Report

Inside Tubi’s The Stream 2024 Report

Do streaming viewers really want to see ads? Is binge watching still a thing? How many different services do people subscribe to? What do key Gen Z and millennial audiences want? These are among the key topics covered in the latest version of Tubi’s annual look at the state of streaming.

The Next Evolution in CDP Capabilities for Cookieless Marketing

The Next Evolution in CDP Capabilities for Cookieless Marketing

Customer data platforms (CDPs) have evolved significantly over the past decade as data and privacy policies have become more dynamic. The next challenge—cookieless targeting—will necessitate further CDP evolution for brands to realize value, drive growth and foster loyalty. But what will that look like? 

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 and how to manage an increasingly complex ad tech environment.

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?

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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.

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.

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.

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.

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.

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.