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Industry Insights

  • 8 Ways to Drive Email Personalization

     Leading Edge   October 12, 2023  

    Email remains one of the most robust and reliable marketing channels. However, with more than 306 billion emails sent and received on a daily basis, making your emails stand out is an absolute imperative.

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  • These Brands Promoted Diversity and Wellbeing

    Leading Edge   October 11, 2023  

    Effectively telling authentic stories that connect with real people means infusing diversity, inclusivity, and equality not only through the narrative and content of a marketing campaign, but through how a brand functions internally as well. A brand can’t truly promote DEIB without fostering it internally or creating initiatives or movements that help diverse communities.

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  • Inclusive Media Buying Delivers Brand Safety and Growth

     Leading Edge   October 10, 2023  

    Advertisers with DEI goals have focused on diversity, but inclusivity matters at least as much. The Linguistic Society of America defines inclusivity as language that acknowledges diversity, conveys respect to all people, is sensitive to differences, and promotes equal opportunities. That definition can be applied to all forms of content, including images, and videos.

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  • What a Practical Pursuit of Ad Tech Sustainability Should Look Like

     Leading Edge   October 10, 2023  

    What does the establishment of a responsible digital advertising supply chain and ecosystem really mean? And how can we get started in a real, measurable way?

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  • Digital Product Passports: Enhancing Sustainability Marketing

     Leading Edge   October 9, 2023  

    In recent years, sustainability has emerged as a key element of marketing programs, not only because it's the right thing to do, but because environmentally conscious initiatives resonate with upcoming generations of customers. According to the consultancy firm Deloitte, with 69 percent of generation Z consumers are actively trying to minimize their impact on the environment. As a result, these customers seek to align themselves with brands who espouse their values and are doing their part to create a more eco-conscious world.

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  • 8 Email List Cleaning Tactics for Successful Campaigns

     Leading Edge   October 5, 2023  

    Email remains one of the most effective channels for building connections and driving conversions. However, like every powerful tool, it requires regular maintenance to remain sharp and effective. One often overlooked yet vital aspect of email marketing is the practice of email list cleaning, also known as list hygiene. It’s a common misconception that the more subscribers you have, the higher your engagement and conversion rates will be. The truth, however, is that an outdated or dirty email list can drag down your campaign’s effectiveness.

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  • Marketing to Marketers Can Be a Win-Win

    Leading Edge   October 5, 2023  

    Increasingly, client-side marketers are transitioning to similar roles within media, publishing, and tech firms. Such moves are reshaping relationships and providing challenges to navigating modern marketing. The targets for these marketers are often former peers, colleagues and even friends. It can reshape how we navigate modern marketing.

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  • These B2B Companies Highlighted & Empowered Women

    Pulse   October 4, 2023  

    Empowering women to open businesses, play sports, pursue a passion, and feel good in their bodies are not necessarily things you expect a B2B company to do. However, the latest B2 Awards showcase campaigns that undertake such important work. Below are some award-winning campaigns that are making changes for the better.

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  • A New Digital Age Has Begun: Are You Ready for The Fourth Wave of Advertising?

     Leading Edge   October 3, 2023  

    I have to admit surprise at how generative AI has so quickly grabbed everyone’s attention in 2023. Clearly, AI’s growing importance in advertising is undeniable, and I look forward to how it will shape our industry in the coming months and years. At the same time, we are on the cusp of an important shift that I predict will have more immediate consequences for our business.

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  • Can Ad Buyers Trust the Numbers They’re Given?

     Leading Edge   October 2, 2023  

    Ad buyers — large or small — rarely have the time to do in-depth audits on the numbers they’re given. Whether you’re spending $50,000 per year on advertising or $5 million — how many resources can you spare to ensure that your ads are running in the best places — let alone that they’re even running where you thought they would?

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  • The Art of Emotion: Turning Trackable Data into Customer Connection

     Leading Edge   October 2, 2023  

    Customer data is the heart of marketing, and probably always will be. Demographics, consumer profiles, buying trends, regional preferences, and past performance are all part of this the stew (and it's invaluable to marketers). But without hard data on how customers feel about our ads and our experiences, we’re only getting half the picture.

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  • 5 Concerns AI Developers Need to Prevent from Materializing

     Leading Edge   September 29, 2023  

    From machine learning algorithms to ChatGPT, artificial intelligence (AI) has been invaluable for companies looking to streamline operations and amplify work output, sales, and overall business success. AI-powered home products like cleaning robots and security systems have also helped make life easier and better for consumers. However, while the AI industry has brought forth innumerable benefits, it has also been found to pose some critical concerns.

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  • Agency Creativity Is Essential for Best Client Outcomes

     Leading Edge   September 28, 2023  

    Consultant Michael Farmer caused a bit of a stir recently in an industry Q&A. Farmer recently documented the transformation of Huge by CEO Mat Baxter in a book entitled Madison Avenue Makeover. On the heels of this, in a Q&A published by Contagious, he echoes themes from his book that takes the agency world to task for worrying more about awards than delivering performance and creating thoughtful business models.

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  • Granular Creative Taxonomies: The Unsung Heroes of the AI Revolution

    Leading Edge   September 27, 2023  

    In recent months, AI is everywhere you look – and that includes advertising. Unprecedented advances in machine learning and data analysis have unlocked new frontiers in creative optimization and personalization, bringing an aura of excitement, anticipation, and even fear that resonates through the industry and beyond.

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  • How to Maximize Your Healthcare Brand's Success with Less Budget

     Leading Edge   September 27, 2023  

    Artificial intelligence (AI), with its ability to consume and organize massive amounts of data, offers us an unparalleled and unbiased view into how an organization stands in the world. New AI platforms can offer competitive insights on how your organization and your competitors are discussed in news, blogs, forums, and social and owned channels. They can analyze trends, brands, behavior, sentiment, and channels at scale.

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  • These B2B Ads Are Actually Funny

     Pulse   September 27, 2023  

    Humor is a universal connector. It binds people together through moments of joy and entertainment — and in the case of advertising, it can help educate consumers without them feeling bored or “marketed to.” All marketers know that appealing to consumers is a delicate balance of resonant narratives and emotions.

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  • When Actual Practice Deviates from Contract Terms

     Leading Edge   September 26, 2023  

    Virtually all advertisers have formal contracts in place with their advertising agency partners. Most of these organizations have reviewed industry association contract templates and engaged outside legal counsel to review and customize agreement terms and conditions to satisfy their expectations.

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  • A Surprising Millennial Travel Trend: They Love Cruises

     Leading Edge   September 25, 2023  

    The cruise industry is on the cusp of a groundbreaking transformation, courtesy of millennials — the dominant force propelling this change. Born between the early 1980s and the mid-1990s, millennials bring their distinct preferences and desires, prompting cruise lines to adapt and cater to their needs. Join us as we explore this remarkable shift in the cruise travel landscape.

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  • The People-First Advertising Lessons of the Hollywood Strikes

    Leading Edge   September 22, 2023  

    The full impact of the ongoing Hollywood writers’ and actors' strikes has yet to be felt within the TV programming ecosystem, but the continued lull in production of new long-form content is going to have reverberating effects on the media landscape as we head into 2024. Advertisers need to recognize and react to the real-world implications when it comes to TV inventory.

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  • 5 Holiday Email Marketing Tips to Power Your Seasonal Campaigns

     Leading Edge   September 21, 2023  

    The holiday season is a critical time for businesses, and with the right email marketing strategy, you can make the most of this festive period to drive sales and engage with your audience.

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