Partner Content

New online platforms are boosting marketers’ ability to deliver relevant TV ads that drive both short- and long-term business outcomes.

In the three years since the ANA’s landmark report on media transparency, progress has been made but issues of opaque practices still plague the industry. As the methods for media buying evolve, marketers must maintain their vigilance.

The good news: Marketers have a huge opportunity to have a significant impact on growth. The bad news: The stakes are far greater than anything conventional marketing can answer.

Conversational marketing enables a one-to-one dialogue between individuals and brands that helps to inform, capture, qualify, and better connect with consumers.

For years, only digital media had the ability to get so granular as to accurately measure return on advertising spend (ROAS). Thanks to advanced data science and machine learning, it is now a reality for TV as well. And while moving a TV measurement program to a more advanced level may seem daunting, there are ways for marketers to start small and scale their efforts as they go.

To resonate with today’s consumers, companies need to build a new hierarchy of brand needs. Reliability is mere table stakes.

Hyper-personalization doesn’t just personalize basic parts of the customer experience, such as the initial flurry of emails to create a lead. It reimagines entire stages of the customer journey at the points of interaction most valuable to the company, leveraging data from every interaction with an individual to create a holistic view of their needs. Here are the four stages marketers need to achieve to get there.

When it comes to AI, marketers must separate fact from fiction to better understand the role and value of the technology.

Although there are significant differences in campaign spending, more than half of campaign budgets target paid media — and that share is expected to grow in 2020.

Akin to brand identity, every radio commercial (or campaign) has its own unique idea, personality, tone, and voice.

Most descriptions of programmatic TV imply that it’s merely following a digital advertising programmatic blueprint, but that’s misleading. In fact, TV’s version of programmatic advertising differs from digital media in many ways — but none more so than the relationship between supply and demand of advertising inventory.

The sophistication and technical capabilities of programmatic advertising can be bright shiny objects that distract marketers from the fundamentals of TV advertising. Here are three points marketers should keep in mind to ensure their programmatic TV campaigns are seated on solid ground.

CMOs have arguably the toughest job in the C-suite. They need to stay abreast of consumer trends and evolving expectations, advances in technology, and the latest innovations. Here are six trends for CMOs and their teams to consider right now when planning for 2020 and beyond.

Today’s consumer-driven marketing requires a new level of sophistication to meet customers in the right moment on the right channel. Combining digital intelligence with direct mail can be an effective way to get customers to take action.

While sports and live events are important types of programming that have proven to be immune to time-shifted viewing, the reliance on programmatic-buying technology in digital media environments and consumers’ ability to control viewing behavior are forcing an overhaul in the way the industry plans and executes media.

Like Abraham Maslow’s hierarchy of needs, advertising stakeholders must first deliver on the basic functional aspects of the client-agency relationship before they can deliver on higher-order elements. Here’s what’s needed at each step in developing an optimized client-agency management program.

Whether it’s a coupon app that knows one's exact location or a sales associate who can easily call up an online purchase history, customers are growing accustomed to being known. This is creating an opportunity for marketers — and a challenge. Here’s how brands like Volvo and Pringles are using it to enhance their TV advertising.

The state of the modern media ecosystem means that CMOs need a comprehensive framework to master all the interconnected challenges of media — operational, technological, creative, and organizational — as an integrated whole. Here’s how to do it.

Consumers don’t want a generic crisis response. They want a firm stance. This means not just being reactive; taking a stand on a values-related issue creates a clear point of difference, helping a brand distinguish itself from the competition, new research shows. For B2B brands, it’s time to take a stand.

Frustration with corporate call centers is one of the biggest consumer laments. Brands are responding by implementing chatbots that are increasingly conversant — freeing up live customer service agents to focus on providing more value to the customer in real time.