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Industry Insights

  • For Success in Marketing, “Curiosity Is More Productive Than Certainty”

     Leading Edge   July 27, 2023  

    The need for certainty is a gravitational pull shared by all marketers. From project to project, our clients ask us (and we ask each other), “Are you sure this is going to work? Is it going to sell the product?” This would seem both natural, and rational. Selling the product is what we do for a living. It’s what makes our world go ‘round.

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  • Making Sustainability More Inclusive in the Advertising Industry

     Leading Edge   July 26, 2023  

    As we come out of some powerful conversations about sustainability and climate change at Cannes, we have the opportunity to put our words into action. As we get to work, we must keep in mind that sustainability is a “we” issue. It affects every community around the world. While we all are and will continue to be impacted, vulnerable and historically marginalized communities will be even more severely affected.

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  • Shocking Millennial Marketing Statistics & Trends in 2023

     Leading Edge   July 25, 2023  

    Millennials grew up in a time of rapid technological advancements and globalization. They are often referred to as digital natives, as they were the first to fully embrace and adapt to the digital revolution. Further, millennials are highly connected through social media and smartphones — and their tech-savviness has reshaped communication, entertainment, and even industries like retail and marketing.

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  • 6 Reasons Performance Marketing Is Recession-Proof

     Leading Edge   July 24, 2023  

    Employing internal teams to market, optimize, and drive ROI is an expensive, fixed cost for Fortune 500 brands. The same can be said about service fees for an agency partner running brand awareness advertising. In times of economic uncertainty, performance marketing is a crucial conversion funnel due to its emphasis on accountability, measurability, flexibility, and risk mitigation.

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  • Threads and the Future of the Social Media Landscape

     Leading Edge   July 21, 2023  

    Threads is a new social media app that launched on July 5, 2023, created by Meta, parent company of the renowned social media apps Facebook and Instagram. Threads is like Twitter, featuring a feed of text-based posts with a 500-character limit, that users can comment on, like, and share – encouraging real-time conversations. Threads also allows users to upload photos and videos to the feed.

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  • Why TikTok Trends Are a Marketer’s Best Friend

     Leading Edge   July 20, 2023  

    Today’s viral TikTok trends featuring unconventional hacks, secret-menu items and #challenges have led to the emergence of “TikTok products.” Born from the real users rather than the boardroom, these trends are forcing brands to respond, wreaking havoc on supply chains and angering retail workers. Despite this disruption, here’s why they’re the best thing to happen to your business — and how to make the most of it.

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  • Propensity Modeling: Maximize Your Marketing Impact

     Leading Edge   July 19, 2023  

    Transform your marketing approach with propensity modeling. In the face of scaling challenges, find solutions to better target customers in your next campaign.

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  • The Brands Leaning into Gaming

     Pulse   July 19, 2023  

    Brands are often trying to find new ways to connect to younger generations. One effective way to connect with millennials and generations Z and alpha is through the world of gaming. Gaming is a connector across various demographics and cultures — and can bring families together through activities. For brands, this approach is also an opportunity to create experiential moments and personalized content in ways that are fun and exciting.

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  • How the Digital Media Supply Chain Needs to Evolve for Commerce Media to Thrive

     Leading Edge   July 18, 2023  

    Commerce media is at an inflection point. While the revenue and ROI opportunities for commerce media networks and advertisers have never been bigger, the challenges to continued growth and diversification are substantial on both sides of the equation.

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  • An Open Letter to Good Brands

     Leading Edge   July 17, 2023  

    Is your agency failing you by keeping your ads away from the general news?

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  • The Ultimate Guide to Trigger Marketing

     Leading Edge   July 13, 2023  

    In today’s highly competitive business landscape, marketers are constantly seeking innovative strategies to captivate their target audience and drive meaningful engagement. One approach that has gained significant traction is trigger marketing.

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  • Utilizing Digital & Social: Q&A with MNTN’s Chief Customer Officer Chris Contreras

    Leading Edge   July 13, 2023  

    MNTN’s Chief Customer Officer Chris Contreras is a featured speaker at the 2023 ANA Digital & Social Media Conference July 17–19 in Carlsbad, CA. ANA’s Senior Director of Influencer Marketing Leah Marshall sat down with Contreras for a pre-conference interview.

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  • The Brands Fighting for Inclusivity

    Pulse   July 12, 2023  

    Brands wield tremendous power and influence; thus, a brand has the power to promote inclusivity and create change in positive ways. This feat can be accomplished through creative content, messaging, and partnerships. It only takes one voice to provide support, relief, and connection.

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  • Clean Rooms Are Just One Step Toward Secure Data Collaboration

    Leading Edge   July 10, 2023  

    In an increasingly interconnected digital landscape, data collaboration has become a linchpin for business success. As cookie support declines and stringent privacy laws multiply, companies face the double-edged sword of needing more data collaboration and more data security. This has led to the rise of data clean rooms.

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  • Marketing Graduates Need Jobs – This Tool Can Get Them There

     Leading Edge   July 10, 2023  

    The last few years have been anything but uneventful! Not even colleges and universities have been spared. Faced with declining enrollment, an uptick in trade school affinity, and students’ prioritization on quality of life – academia has (finally) been persuaded to provide a more in-depth answer to the question being routinely posed by nervous students.

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  • Generative AI: A Creative Revolution in the Marketing Landscape

     Leading Edge   July 7, 2023  

    Over the past several months, the increased availability of high-quality generative artificial intelligence (AI) has changed the way we write and create. Epitomized by systems like ChatGPT and Midjourney, this new game-changing technology is having a ripple effect across all industries, actively bestowing on us the ability to generate content, solve problems, and answer questions faster and often more accurately than most people can manage.

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  • Exploring New Media Channels for Your Brand

     Leading Edge   July 6, 2023  

    Many brands who invest in paid social media use Meta channels, Facebook and Instagram, as their go-to channels. These platforms reach billions of users, and they are mature in the sense that they have reliable data and tools for advertisers. That said, depending on your business goals and the audience you’re trying to reach, it’s worth exploring other channels to convert users to customers.

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  • What Is Audience Segmentation?

     Leading Edge   July 6, 2023  

    A one-size-fits-all approach won’t suffice when it comes to capturing and retaining the attention of your audience. This is where audience segmentation comes into play — a powerful strategy that enables you to divide your target audience into groups, allowing for personalized and targeted marketing efforts.

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  • The Brands Tackling Climate Change

     Pulse   July 5, 2023  

    Advertising and media can help us create a better world through exceptional content that sheds light on various subject matters and issues. When it comes to climate change, brands and corporations have a responsibility to change their practices and decrease harmful emissions and other production methods that are outdated and unsustainable. While ads can’t save the world, they can help raise awareness and be the catalyst for change.

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  • Five Cs of Creativity: Lessons from Cannes Lions '23

     Leading Edge   June 29, 2023  

    The infectious excitement pulsating through the Croisette always revolves around the world’s most creative minds. Five drivers of creativity from the 2023 Cannes Lions Festival were Conviction, Challenge, Courage, Clout, Coalition.

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