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Industry Insights

  • 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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  • Six Conclusions About In-House Agencies

     Pulse   June 2, 2023  

    ANA’s Bill Duggan provides six key conclusions from a new report, The Continued Rise of the In-House Agency: 2023 Edition.

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  • Instead of Spying on Customers, Talk to Them Instead

     Leading Edge   May 31, 2023  

    On the heels of policy changes from Apple and an increasingly hands-on approach from regulators, more consumers are taking back control over how their personal data is collected and utilized. Not only do consumers have more tools to restrict access to their digital footprint, but they’re also using those tools to shape the consumer experience and transform data-based marketing.

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  • 5 Benefits of CTV Advertising

     Leading Edge   May 30, 2023  

    CTV advertising is without a doubt one of the best channels to target advertisements to users who are more apt to show interest in your product or service. It reaches wide audiences and allows for precise targeting. Below are five reasons why you should leverage this channel opportunity today.

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  • Brands Are Unaware Their Data Is Commoditized

    Leading Edge   May 30, 2023  

    Data-driven marketing is all about harnessing what we as marketers know about our audiences to deliver unique, tailored campaigns and experiences that resonate beyond mass market messages. However, those campaigns and experiences can only be as unique and tailored as the insights that power them — and for many brands, therein lies a problem.

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  • No Turning Back: AI Is the Future of Social Media

     Leading Edge   May 26, 2023  

    Just as we’ve witnessed massive shifts in social media since its early days, we find ourselves at another pivotal moment in the still nascent existence of social media — one that I believe has the potential to completely disrupt what we consider social media to be. Artificial Intelligence (AI) is fundamentally changing the way we interact with the internet, and in the coming years it’s going to shape social media, and the way people use it, more than any other variable.

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  • What the Federal Government Can Teach Companies About Commitment

    Leading Edge   May 25, 2023  

    The private sector seems to be at an inflection point. Back in 2019, 181 CEOs representing leading U.S. companies — including many of the world’s largest advertisers — declared that the modern corporation had a responsibility to not just shareholders, but to everyone.

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  • 3 Strategies Every Retail Media Offering Needs to Consider

    Leading Edge   May 24, 2023  

    Retail media is quickly becoming one of the highest growth segments in online advertising. As e-commerce continues to grow, retailers of all sizes, along with advertisers across all verticals, are making investments in this new model.

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