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Industry Insights

  • Preserving Brand Authenticity Amid Generative-AI Powered Misinformation

     Leading Edge   November 6, 2023  

    Lately, it seems, misinformation is as pervasive as the web devices we use; generative AI has become both a facilitator and a combatant in the ongoing information wars. As the U.S. gears up for the 2024 elections, the risk of AI-fueled misinformation looms larger than ever.

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  • 8 Strategies for Growth for Customer Acquisition

     Leading Edge   November 2, 2023  

    Acquiring a new customer can cost five to seven times more than retaining an old one. However, to get an established customer, you first need to acquire them.

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  • Building Your Brand Ambassador Dream Team: Tips and Best Practices

     Leading Edge   November 2, 2023  

    Brand ambassadors are not only the face of your current marketing campaign or activation, but also of your brand and your company. And while many ambassadors may only be working for you for a single event, the impression they leave on potential consumers lasts forever.

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  • Generative AI: Let’s Reimagine What’s Possible

     Leading Edge   November 2, 2023  

    According to Bombora Company Surge, interest in AI topics remains strong. Intent data in the graph below show that one of the AI topics that has sparked the greatest increase in interest in recent months is AI content creation, as marketers look for powerful ways to apply generative AI to their workflows.

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  • The Missing Piece in the Revenue Marketing Engine

     Leading Edge   November 1, 2023  

    In this article, Joe McNeill, CRO, Influ2 will provide advice on how companies can utilize people-based advertising and engagement data to target the right individuals more accurately with the right messages, while enhancing conversion rates and improving pipeline velocity. Joe will also detail how marketing can help sales understand who to call and what to say using contact-level intent to help eliminate sales-marketing misalignment.

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  • Empowering CMOs: Overcoming Challenges and Building Personal Brands

     Pulse   October 31, 2023  

    Black Glass founder and CEO Katie Klumper discussed the importance of empowering CMOs on a recent episode of the Marketing Futures Podcast.

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  • Turning Linear TV Dollars Into Streaming TV Dimes

     Leading Edge   October 31, 2023  

    Over the last few years, the TV industry has experienced massive disruption driven by cord cutters moving away from cable TV to streaming services in record numbers. The ripple effects of this seismic shift are nothing short of shocking: Disney considers its TV business to be non-core. Streaming businesses are losing massive amounts of money as they invest in new content and subscriber acquisition.

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  • AI Can Save Time, But It’s Not Saving Advertising

    Leading Edge   October 30, 2023  

    Advertising growth swells year by year, with or without artificial intelligence (AI). At face value, AI is a statistical model that predicts what will come next and like other tech innovations, it can certainly help optimize processes faster; but it won’t necessarily revolutionize the advertising industry. The reliance on AI today is obvious in how quickly it has been placed on a pedestal of being a saving grace within the advertising industry.

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  • How Advertisers Can Win with Direct-to-Glass Experiences

     Leading Edge   October 27, 2023  

    Advertisers are looking for creative ways to engage with audiences on the big screen and CTV delivers a lot of new opportunities that linear TV doesn’t offer. CTV’s promise combines big-screen attention with digital targeting and engagement. One exciting opportunity in particular is Direct-to-Glass advertising, offered by TV manufacturers like LG, Samsung and Vizio. Direct-to-Glass advertising delivers unique formats and new placements that are integrated into the TV home screen and navigation pages, delivering a completely new and different experience for viewers.

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  • 7 Strategies to Reduce Customer Churn

     Leading Edge   October 26, 2023  

    Imagine your favorite coffee shop knowing exactly how you like your drink or an online store that suggests products based on your preferences – these personalized experiences are the result of strong customer retention efforts.

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  • The Upsides (and Downsides) of Brand Partnerships: A Guide

     Leading Edge   October 26, 2023  

    Be it co-branded products, sponsorships, joint advertising campaigns, or event collaboration, brand partnerships help brands combine their strengths and mitigate their weaknesses to reach a common audience.

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  • The Data Fitness Regimen: Keeping Your Data Strategy in Peak Condition

     Leading Edge   October 25, 2023  

    An organization operates much like the human body with numerous interconnected systems that must function harmoniously. Even seemingly simple tasks, such as bingeing streamed content, involve the coordination of all 11 organ systems. A robust data system shares this complexity. Even straightforward projects can involve many contributing sources and types of data. In this article, we’ll explore the steps required to construct a resilient “data body” that can deliver results on par with professional athletes.

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  • Five Years of GDPR: Why Businesses Are Still Falling Short of Consent Requirements

     Leading Edge   October 24, 2023  

    To collect or process user data under the GDPR, you need a solid legal basis to do so. For most businesses, obtaining user consent is the most straightforward way to get that legal basis. However, the consent requirements of the GDPR are often misunderstood by businesses. This blog will help you understand these requirements.

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  • Using Experiential Marketing to Build Customer Loyalty

     Leading Edge   October 24, 2023  

    In an era of ever-evolving consumer preferences and relentless competition, businesses find themselves in a perpetual quest for strategies that not only attract customers, but also keep them coming back for more. The traditional methods of advertising and marketing — while undeniably effective in their own right — are often fleeting in their impact, fading into the background noise of our daily lives.

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  • How Consumers Really Feel About Ads in Games

     Pulse   October 23, 2023  

    DISQO shared insights from a survey of over 28,000 consumers concerning how often they play video games, device preferences, and receptivity to in-game advertising. The study also dispelled demographics myths about gamers and provided recommendations to marketers trying to engage this increasingly diverse cohort.

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  • AI Will Restore Digital Advertising’s Soul

     Leading Edge   October 20, 2023  

    The exponential growth in AI capabilities that’s underway right now is going to fundamentally alter every industry on the planet — and, indeed, our very humanity. But as a marketer, you’re tired of hearing these grandiose statements. What you need to know, after all, is what AI means for your organization and the ad industry at large — today and in the near future.

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  • 5 Dealership Marketing Strategies to Reach Online Car Shoppers

     Leading Edge   October 19, 2023  

    The ways consumers research, choose, and purchase vehicles continue to evolve and shift dramatically. Today, 95 percent of vehicle buyers use online channels as a source of information. In fact, twice as many start their research online versus visiting a dealer.

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  • The 5 Best Practices in Hispanic Marketing

     Leading Edge   October 19, 2023  

    The U.S. Hispanic population continues to grow and evolve rapidly. For marketers, winning Hispanic consumers requires a deeper level of insightful and authentic storytelling so that these growth consumers are not just seen or heard but deeply understood. Learn how to better market to the Hispanic community in the U.S.

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  • If You Really Want to Be Privacy Compliant, Be Accurate

     Leading Edge   October 18, 2023  

    A new wave of identity solutions won’t allow our industry to have its cookie and eat it too. Digital privacy is here to stay. Either we choose to live in denial by investing in less transparent, more wasteful versions of the past, or we fully embrace privacy by committing to data and accuracy.

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  • Leveraging Video to Weather an Economic Downturn

    Leading Edge   October 17, 2023  

    Nothing in the future is ever guaranteed, but these days the future is feeling more uncertain than ever as economic headwinds make forecasting ad spend increasingly difficult. Today’s publishers are being challenged to adapt to changing consumer preferences with shrinking budgets and lofty revenue goals. Publishers can prepare now amid uncertainty for whatever comes next by supercharging their video strategies using the tips below.

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