Partner Content

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.

Brand managers need to take a much closer look at the growing popularity of digital audio, such as streaming music and on-demand podcasts, and the opportunity they offer for their company’s cross-channel advertising strategy.

Pioneering CMOs are using new approaches to marketing that put the customer at the forefront and are achieving business results that demand the C-suite take note. Here, according to research by Accenture Interactive, is how they’re doing it.

The World Federation of Advertiser’s Global Media Charter lays out eight “principles for partnership in the digital media advertising ecosystem.” To effect real change, marketers would be wise to prioritize the WFA’s list based on the issues that require an industrywide approach.

Online consumer behavior is growing increasingly complex, and the humble cookie is no longer an adequate tool for tracking online movement. Marketers need a more sophisticated solution that collects disparate user actions into a unified portrait of the consumers’ time online.

As marketers prepare for the upcoming back-to-school shopping season, a new study from Innovid shows the value personalized messaging and connected TV can bring to their campaigns.

As voice technology becomes ubiquitous — and consumers use their hand-held devices to ask for just about anything — there’s a growing onus on brands to establish an audio identity among consumers and drive awareness for their voice commands.

Bringing agency responsibilities in-house takes many forms, and there’s no one way to do it that will work for every marketing organization. Those eyeing in-housing as a solution should consider a number of factors in making their decisions — not least of which is whether in-housing is the right move at all.

As consumers’ media consumption continues to evolve, marketers will need to leverage data modeling tactics and smarter data management practices to keep their video advertising tuned in.

Once considered a passing fad, the in-house agency is an increasingly common component within many marketing organizations. At a recent ANA conference, marketers from multiple industries discussed the benefits of building an in-house agency; here are a few key points.

As a growing number of people hunger for global change, the onus is on brands and organizations to take a stand and find their “good.” It starts with making a long-term commitment.

New research from Innovid on the rise of connected TV reveals interrelated trends that will be critical to driving video advertising forward and will have major implications for advertisers. Here’s a closer look at those insights and what they mean for marketers advertising on CTV.

The death of TV has been greatly exaggerated. In fact, TV is more vibrant and more watched than it's ever been in its life. However, it’s also a far more complex medium than it’s ever been, and that creates a major challenge for brands trying to reach the right audiences. Here’s how the masters of TV advertising use technology, strategy, and know-how to build effective campaigns in the new golden age of television.

Brands are missing the boat when it comes to spurring the market for wearable medical devices.

A data-first TV strategy, involving software and automation, is the most effective way for marketers to increase the precision of their investments and reach their ideal customer at scale.

The key to a successful programmatically created ad involves factoring in four major considerations: segmentation, context, circumstance, and time. Here’s what marketers need to do to ensure programmatic creative delivers the right message to the right person at the exact right time.