Trends and Technology

In-game advertising is going exceptionally well. Retailers and major brands are expected to pour $7.9 billion into mobile gaming advertising in 2024, up from $5.5 billion in 2021. To maximize ROI, marketers will need to max out their user experience stats.

Change management — rather than a reduced emphasis on marketing — may explain why some top brands continue to get rid of the CMO role altogether. But new technology — like artificial intelligence — may be able to help improve the role's value as chief marketers feel the squeeze.

Experimenting with generative AI should be controlled and guided by clear and transparent policies, which are sorely lacking. Only 22 percent of companies have generative AI policies, and only 21 percent have an AI ethics policy or responsible AI principles, according to a recent survey.

As generative AI becomes a more integral aspect of brand marketing, the onus grows on brand managers to reduce and/or eliminate AI bias. Tech giants are quickly filling the void and building their own AI bias safeguards. However, the onus on combating AI bias ultimately falls on individual brands, which need human oversight to ensure the algorithms don't go rogue and the company doesn't end up in a reputational hole.

WPP merged VMLY&R and Wunderman Thompson to meet a market need, according to Jon Cook, global CEO of VML. Cook talks about what sparked the mega merger, the logic behind the agency's new name, and whether the ad industry is in for more consolidation.

Will generative AI spur a creative renaissance among ad agencies? Time will tell, but initial use shows value for clients.

A new report from McKinsey & Co. reveals some sharp differences when it comes to how CEOs and CMOs understand the role marketing plays and how it contributes to the company's overall goals and objectives. There are several steps CMOs can take to bridge the divide, facilitated by strengthening communication and sharing a customer-centric vision for the company.

Taylor Swift's "The Eras Tour" in 2023 made it clear that music moves markets. So, it's little wonder why major brands such as Citi, Coors Light, and Taco Bell plan to strike up the band this year with significant investments in music marketing.

To combat online hate and make sure their information doesn't end up next to vituperative content, marketers must remain vigilant.

The vast majority of the advertising industry agrees that a state-led approach to data privacy legislation does not work. But what might privacy look like in an ideal future, and is AI the answer?

The cry for federal data privacy legislation has reached a fever pitch, as navigating state laws becomes increasingly confusing and costly. In response, advertising industry groups are working together to advocate for a single federal law.

Sports programming is a solid marketing vehicle for reaching wide swaths of consumers, of course, but how can brands tap the devotion of so-called "forever fans," who are more likely than other fans to emotionally connect to sponsors?

Consumer data privacy in the U.S. is complicated because the country lacks a national data privacy law. But individual state laws that form a patchwork of complexity and sometimes-conflicting regulations are leaving brands — and individuals — confused about their rights.

Before brand marketers jump into a new sponsorship, it's crucial that they ask themselves how their involvement will add value to their entire organization, says Jeffrey Quezada of Citi.

Saying that they face a seemingly endless threat of a recession along with financial pressures from upper management, client-side marketers continue to ask for extended payment terms, putting the squeeze on creative services firms. But agencies are pushing back, as the 4A's insist on in a recent report that agencies only accept 30-day payment terms.

Despite stubbornly high inflation, pet owners haven't slowed down their purchasing. In 2022, American pet owners spent $136.8 billion on their pets, an approximate 10.7 percent increase from the previous year, according to Forbes. What's more, 68 percent of consumers spent more on pet products in February 2023 compared to January 2022, even as they cut back on other items.

When catering to gen Alphas, marketers need to think outside the screen, and create engaging, immersive experiences that blend the digital and physical worlds.

With increasing competition for mind and wallet share, the big sports leagues continue to roll out new marketing vehicles to keep fans engaged, broaden their reach, and develop new ad revenue streams.

Media usage may be moving toward a tipping point in which consumer consumption rates for both traditional media and digital channels reach saturation. Marketers will have to alter their engagement strategies to capture more elusive consumers.

Armed with enormous spending power, Americans aged 50 and over are living longer, more active lives. But, for the most part, marketers choose to ignore rapidly changing demographics and devote the bulk of their budgets to courting the coveted 18 to 49 crowd. A new platform targeting consumer-facing brands wants to change that.