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Industry Insights

  • 5 Key Takeaways from Cannes

    Leading Edge   June 27, 2023  

    It has been said by many that Cannes is “the same folks you can meet with in New York, just in a fancy location.” This year that wasn’t quite true. While we often see major partners, prospects and frenemies sipping rosé in pastel and linen outfits, this year was more about giving the entire industry an opportunity to learn about the shared and unique challenges across markets and disciplines while taking action to solve them.

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  • Creating Agency KPIs

     Leading Edge   June 27, 2023  

    We all have implemented KPIs to measure progress against our work. Agency KPIs are essential for any organization to measure its progress against predetermined agency objectives and priorities. KPIs let advertisers focus on what matters most, align relevant resources toward achieving those goals, identify areas that need improvement, and take corrective action.

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  • Try Creators to Optimize Influencer Marketing

    Leading Edge   June 26, 2023  

    In the last few years, influencer marketing has been one of the fastest-growing trends in digital marketing. As part of marketing’s “pivot to video,” influencer marketing helped advertisers like Dunkin’ and McDonald’s achieve marketing success.

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  • If Managing Your Vendor’s Risk Isn’t a Top Priority, It Should Be

     Leading Edge   June 23, 2023  

    Gordon Moore, the co-founder of Intel, died this year. He was 94. In 1965, he predicted that the number of transistors that could be placed on a silicon chip would double at regular intervals for the foreseeable future, thus increasing the data-processing power of computers exponentially. He predicted computers would be more expensive to build but cheaper to buy for consumers since so many would be sold.

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  • Why a Great TV Viewer Experience Is About More Than Creative

    Leading Edge   June 23, 2023  

    During Cannes Lions this week, advertisers and programmers from across the globe will be coming together to discuss the power of creativity. Great TV creative, as we know, connects audiences to brands and helps spread messages in memorable and effective ways.

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  • In B2B, Being Good Is Good for Business

     Leading Edge   June 22, 2023  

    The B2B buying process is dynamic and decision makers’ needs shift from year to year. The last few years were perhaps more impactful than most, with the pandemic and social justice movements changing the way buyers explore and choose suppliers.

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  • Marketing Prompts for Generative AI

     Pulse   June 22, 2023  

    This issue of Marketing Futures’ Pulse collects resources examining best practices for creating marketing prompts for use with generative AI.

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  • We Need to Acknowledge That “Outcomes” in CTV Depend on the Brand

     Leading Edge   June 22, 2023  

    The measurement challenges inherent in the CTV space have served as industry conversation fodder for years now. Significant time is spent discussing the complexity of the landscape and what it will take to truly connect the dots, but very few of the solutions that are brought forth go beyond mere platitudes.

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  • Top Takeaways from This Year’s Upfronts: Welcome to the New Frontier

     Leading Edge   June 21, 2023  

    This was an Upfronts season like no other — amid scandals, strikes and shakeups, advertisers and publishers certainly had a lot to contend with heading into this year’s negotiations. Here are my top takeaways from this year’s wild ride, and what it all means for advertisers and publishers going forward.

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  • When It Comes To Brand Suitability, Not All Walled Gardens Are Created Equal

    Leading Edge   June 21, 2023  

    Today’s open web largely functions the way it has for 20 years. Meanwhile, modern walled gardens didn’t exist 20 years ago. As with humans, platform youth is the launch pad for sharp, quick, often divergent growth. The walled garden landscape is always evolving, with each of them offering a discrete experience.

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  • Conquering Cannes: A Marketer’s Survival Guide

     Leading Edge   June 14, 2023  

    Brook Terran provides tips and tricks to get the most out of your time at The Cannes Lions International Festival of Creativity.

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  • Seven Best Practices for Promoting Your Brand Overseas

     Leading Edge   June 14, 2023  

    Pamela Ghosal, Global Head of Brand and Communications at Phrase, provided some best practices for promoting your product in foreign markets, with localization as your guiding light.

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  • Unlocking Growth: Three Under-the-Radar B2B Marketing Trends for 2023

     Leading Edge   June 14, 2023  

    The old way of casting a wide net for leads to drive revenue doesn’t work anymore. The "one-size-fits-all" marketing era? Gone. It's time to refresh the game plan.

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  • What Is a Retail Media Network?

     Leading Edge   June 13, 2023  

    Retail media is becoming one of the fastest growing channels available today, representing the next evolution of advertising. So, why is this trend so hot now? First, the pandemic completely altered the way consumers engage and interact with brands. As consumers increased the amount of time they spent shopping online, brands followed, buying retailers’ digital space to get closer to these in-market audiences at the point of sale.

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  • Balancing In-House Creative and Operations: Q&A with Norwegian Cruise Line’s Rebel Fish Creative Group

     Pulse   June 7, 2023  

    ANA’s Peter Kenigsberg sat with Rebel Fish’s Luije Padron and Marie Philemon to learn more about their team dynamics, how they define value as more than cost savings, and what they’re most looking forward to at this year’s In-House Agency Conference.

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  • Catch Up with Target Consumers as They Age Up

     Leading Edge   June 7, 2023  

    TVB’s Chief Research Officer Hadassa Gerber explains the importance of monitoring and responding to demographic shifts, the evolving media ecosystem and the systems and yardsticks used to measure media audiences.

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  • Data Privacy and Personalization: Is Your Marketing Future Proof?

     Leading Edge   June 7, 2023  

    Northwestern University’s Kelly Cutler explains why marketers looking to stay ahead of the curve must continue the education process around data privacy while also embracing new technologies and adopting fresh approaches to marketing and advertising.

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  • Why Can’t We Connect with People as Strongly as We Do with Our Devices?

     Leading Edge   June 7, 2023  

    Since the end of the pandemic, there has been a seismic shift toward living in the moment and not experiencing everything through a screen. As we were all forced to stay in our homes and not engage in normal in-person meetings, we all longed for the day that we could see each other again. So were brands and agencies, who spent the time alone from customer interaction retooling their industries to become fully digital.

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  • ANA Releases Updated Media Buying Contract Template

     Leading Edge   June 6, 2023  

    The ANA has updated its Master Media Buying Services Template Agreement for advertisers to use when contracting with media buying agencies. The June 2023 version addresses key developments in the evolving media buying industry over the past five years, with transparency and accountability remaining as its foundation.

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  • Is Connected TV Advertising Right for You?

     Leading Edge   June 6, 2023  

    Time spent watching traditional TV has been on the decline for some time now. And while linear is not dead, streaming is quickly gaining momentum and taking over.

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