Industry Insights
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'What They Said' at the ANA In-House Agency Conference
Leading Edge March 18, 2022ANA just concluded our 2022 In-House Conference. The following provides great quotes and insights from some of the conference speakers (in order of appearance).
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Consumers Seek Greater Control Over How Marketing Offers are Communicated
Ethics Issue Alerts March 17, 2022As we move toward a new normal, there are shifts in behaviors and trends in how and where we work and live and do business. Part of the consumers’ focus on data and privacy issues includes seeking greater control on how marketing offers are being communicated in promotional mail and online display ads.
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Industry Leaders Reflect on Brand Purpose as a Competitive Advantage
Pulse March 17, 2022We might sometimes be tempted to think of brand purpose as something that organizations pursue strictly out of altruistic motives. However, the power of brand purpose lies in its ability to drive all aspects of a business and galvanize the workplace.
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5 Behavioral Science Tips That Boost E-Commerce Conversions
Leading Edge March 16, 2022E-commerce brands often spend substantial resources on ads to drive website traffic, but rarely optimize conversion rates enough to turn increased traffic into sales.
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Brands Must Work to Unify Identity Data to Create a Single Customer View
Leading Edge March 16, 2022Marketers are about to feel the effects of third-party cookie loss and mobile ad id depreciation in an entirely new way. As brands embraced identity as a new targeting option, third party data has acted as the “glue” between sets of first party data. A marketer typically doesn’t house every insight about an individual in a single database and works with a variety of partners and providers. Third-party data knits these disparate insights together.
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Who's on First? Party Data Efficiency in the Wake of the Cookie's Demise
Pulse March 16, 2022As the news of the cookie’s so-called demise has spread far and wide (and we’ve previously discussed here), there have been a number of potential strategies laid out for marketers looking to navigate this brave new world. While further leveraging influencers or re-designing loyalty programs have emerged as two possibilities, we’ve also witnessed a natural tendency to focus on party data above all. This makes sense, as it’s the “death” of third-party data (in reality, privacy regulation barriers) that prompted a re-examination of how to properly use consumer data in the first place. Enter (or, re-enter, as it may be) first- and zero-party data, best explained by this chart from Cheetah Digital:
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A New Framework to Define and Measure a Brand’s Ingenuity
Leading Edge March 15, 2022Leaders know that innovation is vital to success. But what does this frequently-used term really mean today — and why does how you define it matter? Answering this question is an urgent need for businesses seeking to drive new solutions amid the significant challenges the world faces today, from climate change and inequality to pandemic recovery and geopolitical instability. A meaningful understanding of innovation helps inform a brand’s vision, which is the foundation for brand health and performance.
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How Agencies and Marketers Can Optimize Local CTV & OTT Advertising
Leading Edge March 15, 2022In this in-depth Q&A, David Buonfiglio, VP, Digital, TVB discusses local CTV and OTT advertising strategies with Jenn Scilabro, SVP, Digital Sales, Nexstar Digital. From optimizing digital and linear media mixes to measurement and fraud, Jenn shares Nexstar Digital’s current and future vision.
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On a Mission for Plant-Forward Living: A Q&A with Michelle Peterson of Pressed
Leading Edge March 15, 2022Twelve years ago Pressed Juicery set out on a mission to pave the way for plant-forward living by making real, healthy food accessible to everyone. Pressed Juicery has now evolved to simply Pressed, expanding to a full array of plant-based foods to keep their customers nourished throughout the day.
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Can Advertising Be Just as Sweet Without Third-Party Cookies?
Leading Edge March 14, 2022Under pressure from privacy advocates and regulatory bodies, major browsers such as Google Chrome and Apple Safari are expected to phase out these tiny nuggets of behavior-tracking code by 2023. Media companies are working on more privacy-compliant alternatives. But it’s unclear whether any of these options will attract enough industry backing by then to truly help marketers deliver personalized advertising experiences to consumers.
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'What They Said' at the ANA Media Conference
Leading Edge March 9, 2022ANA just concluded our 2022 Media Conference presented by our good friends at the A+E Networks. The following provides great quotes and insights from some of the conference speakers (in order of appearance).
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4 Compelling Ways to Make Your Newsletters Appeal to Gen Z
Leading Edge March 9, 2022The oldest gen Zers will turn 25 years old in 2022. That’s old enough to be starting their adult lives: buying cars, grocery shopping for themselves, and deciding where to get their news and entertainment. Email is already an important channel for gen Z.In a recent study by CM Group, 23 percent of gen Z obtains news and information from newsletters, the same as millennials.
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Crisis in Ukraine: How the Industry Is Responding
Pulse March 9, 2022Russia’s invasion of Ukraine has sent shockwaves throughout the world; and with so much information sent digitally today, the events have been unfolding in real-time with no filter, and often with no commentary. People around the world are looking for a response from those with the power of global conversation, and brands are naturally part of this.
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Why Brand Responsibility Should Be Your Priority
Leading Edge March 9, 2022Over the past few years, brands have wrestled with the question: What is a brand’s responsibility to consumers and to the world? Based on the amount of ink dedicated to the topic, it’s clear that brands have no easy answer. Whether you want your brand to serve as an advocate for social justice, climate action, or for nothing at all, you can’t escape brand responsibility in 2022.
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How Can CMOs Rebuild Trust with CEOs?
Leading Edge March 8, 2022Over the past decade, chief marketing officers have experienced a regression of trust, appreciation, and longevity. With average tenure of CMOs falling below 40 months and the median tenure at 25.5 months, corporate marketing leaders are searching for answers as the value and recognition of their work is minimized and marginalized.
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10 Creative Ways to Coax Customers Back to Their Abandoned Carts
Leading Edge March 7, 2022Abandoned carts are the cause of billions in lost revenue each year. But with the shift to all things digital, how can brands succeed at regaining the attention of hyper-distracted, overstimulated customers with so many competing options just a click or scroll away?
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9 Omnichannel Metrics Your Business Should Be Measuring
Leading Edge March 7, 2022Metrics matter in today’s data-centric marketing world. Obviously, they’re needed to analyze and optimize in-flight campaigns, and inform key decisions about future launches and strategies. But they’re also essential for communicating with leadership, as marketing KPIs can provide quantifiable evidence of a business’s success — something stakeholders and investors always want to see.
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Email Marketing: Effective iOS15 Strategies
Leading Edge March 7, 2022Changes in data privacy regulations and residual updates from Apple and Google to protect their users' privacy have added another element of difficulty to the array of challenges marketers have seen in the past few years.
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Why Retail Media Networks & Automation Are Essential for Success
Leading Edge March 7, 2022In 2020, as consumers quickly began adopting new shopping habits to accommodate peak stay-at-home pandemic life, retailers were forced to expand their digital platforms to stay connected to consumers. Retail Media Networks (RMN) surged as a result, providing brands with an easy and effective way to engage their audiences across multiple channels in highly targeted and personalized ways.
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The Real Story Behind the Death of FLoC
Leading Edge March 4, 2022Here we go: Google is disrupting the trajectory of the industry yet again. The Federated Learning of Cohorts (FLoC), and with it the controversial cohort concept, is buried. "Topics" is now the future — at least for now, as the implementation remains complex and the added value compared to other solutions is no longer obvious to many.
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