Partner Content

Advertisers have known for years now that good creative is not enough; it is critical to have a holistic approach to advertising that balances good data, media, and technology. But what does "good" look like in a complex and ever-changing advertising landscape?

Radio is a lifeline to many in times of need. It is also a respite and a source of information and entertainment. The connection it makes with listeners is deeply human — a quality best not overlooked as marketers enter the age of artificial intelligence.

Despite evidentiary support that inclusion efforts lead to actual growth, the reality of the U.S. landscape today still poses inevitable risk. But mitigation is possible if brands can fully embrace inclusion tactics across three areas: role, representation, and resonance.

Like test-driving a vehicle before purchasing, pilot campaigns allow marketers to start small while gathering information to make informed decisions. By leaning into data, marketers can implement data-driven pilot programs that provide key insights to efficiently and effectively grow their business.

As brands prepare for 2025, one thing is clear: the future of sports sponsorship is about more than just visibility — it's about meaningful connections with fans, especially in emerging spaces. Here are the key lessons from sports marketing in 2024.

Effective in-house leaders create an environment where trust, transparency, and open communication are the norm. At the same time, leaders must stay on top of issues such as burnout, which can drain creativity and cause disengagement. Encouraging balance and introducing fresh perspectives helps keep the energy high, ensuring the agency remains a creative powerhouse.

The advent of live sports on streaming services is creating a new opportunity for advertisers that sits at the intersection of sports' passionate (and large) audience and the personalization capabilities of connected TV.

By focusing too heavily on immediate outcomes, marketers risk missing out on CTV's broader, long-term advantages.

Artificial intelligence has great potential to reshape the role of marketing procurement. Here's how procurement professionals can prepare to harness that change to their benefit.

While the responsibility of establishing a creative culture starts with leadership, the consistent building, maintenance, and enhancement of the culture requires a team effort grounded in an organization's values and brand. Here are tips for marketing leaders to not only establish a creative culture but ensure that it thrives and drives success for the team, in-house agency, and the broader organization.

Failing to balance emotional brand engagement and distinctive assets can lead to disinterest (i.e., high levels of neutrality when watching an ad) or even misattribution (i.e., an ad works in favor of a competitor). How can advertisers get it right?

A lot has changed since the inception of addressable TV. While consumer viewing has continued to grow more fragmented, addressable advertising has increased in scale and matured its technological capabilities to become a must-have strategy for broadly targeted and narrowly targeted brands alike.

What if the optimization brands are doing for their next campaign is based on the wrong information? With so much data currently available to advertisers, it's important that they ensure the data foundations are solid before divining insights to shape their next set of decisions.

As the popularity of streaming grows, shoppable ads — TV spots that allow consumers to research or buy products directly through the ad — present a remarkable opportunity for CTV advertisers, especially with the approaching make-or-break holiday shopping season.

Radio, across its myriad of formats and genres, uniquely delivers content that reflects the beliefs and values of its listeners while facilitating a sense of belonging. Here's why radio can play such a critical role in reaching a diverse range of consumer segments.

How can small companies think bigger? And what small business norms can be applied to enterprise-size strategies? The insights gleaned can help both sides adjust their channel approach going forward. The mix they're looking for will help a business of any size stand out more, connect with audiences on a personal level, and nurture deeper engagement.

To create eye-catching, memorable campaigns that customers will actually interact with, the savviest marketers are thinking outside the box — moving away from the digital-first playbook in favor of an omnichannel strategy that incorporates both digital and offline efforts.

In the rapidly evolving landscape of marketing procurement, data analytics and artificial intelligence (AI) are becoming indispensable tools. But the first step to leveraging AI in marketing procurement is understanding what AI can help accomplish and expedite — and what it cannot.

Marketing success lies in making innovation feel familiar while still offering something new. The ideal formula for successful innovation is to ensure that a product is 80 percent familiar and 20 percent new. So how, then, do the best product developers and marketers achieve this balance of novelty and familiarity?

Often, corporate purpose and values define what a company prioritizes, but the company's culture stems from its employees' attitudes, behaviors, and interactions. When it comes to culture, it's not about talking the talk but walking the walk.