Partner Content

Converged TV advertising — especially via CTV and digital video — offers brand and agency professionals an unparalleled opportunity to quickly measure and understand their campaign performance. But, too many advertisers spend more time measuring campaigns and less time optimizing them — a phenomenon dubbed the "converged TV disconnect."

Conventional sports sponsorships are reaching a point of saturation that's leaving brands searching for additional opportunities. The growing popularity of women's sports, new rules for NCAA athletes, and a resurgence in youth sports is open several paths for brands that want to score big with sports fans.

The introduction of data-driven targeting and creative capabilities within DOOH has transformed the medium into a full-funnel growth engine for retail brands. Marketers now have the ability to segment and target specific audiences, deploy highly flexible creative, and surround specific locations with their messaging.

While publishers have legitimate reasons to obfuscate data, a lack of transparency has left the door wide open for bad actors to thrive. The rapid growth in demand for CTV and its nuances provide ample opportunities for deceptive practices to go undetected. Marketers need to know what questions to ask in order to see their way through.

There are two schools of thought around advertising in cable news: going all in and avoid it altogether. But there are three powerful benefits to advertising in news content as part of a balanced audience-buying: scale, brand-building, and engagement.

The digital era was expected to provide marketers with an abundance of data about consumer behavior, preferences, and interactions. Instead, digital marketing has become wasteful and anything but efficient — a new ANA reports says the $88 billion programmatic media ecosystem is riddled with as much as $20 billion in waste. How did the industry get to this point — and what's the solution to fixing it?

To gain better insight into how small- to medium-sized businesses (SMBs) across different industries are using omnichannel marketing to drive engagement, the United States Postal Service commissioned a study from Summit Research that surveyed marketers at SMBs across various industries.

TV viewers are likely united in at least one thing: they have endured a bad ad experience marred by either too many repeat ads, irrelevant ads, or, gasp, an empty ad slot. To make a better customer experience, marketers need to understand that linear and CTV don't always work perfectly together, and a true cross-channel plan requires a bit of extra work.

The future of customer experience (CX) is promising, and its impact on in-house marketing and creative teams in Fortune 500 companies is set to be transformative. As businesses recognize the importance of CX in driving customer loyalty, differentiation, and revenue growth, these teams will evolve into vital contributors to a company's success in the CX era.

Brands can prepare for a cookieless future by prioritizing first-party data collection and using it with second- and third-party data to derive deep insights about consumers. Doing so requires building trust, providing value, and prioritizing transparency.

Most of the streaming video world is happening in "walled gardens," proprietary media and ad delivery platforms that work either somewhat or entirely independently from one another. As marketers wade into the future of television, they'll need a cross-platform approach that works for the brand and the viewer.

With its unique memorability and digital capabilities, direct mail has seemingly endless creative potential to enhance the effectiveness of a brand's omnichannel campaigns. AI can work with these elements to make mail marketing even more powerful.

As constant access to smartphones, laptops, and tablets makes it increasingly difficult to avoid digital overload, customers may be ignoring — or even actively avoiding — much of the marketing they're exposed to. Direct mail can provide customers with a break from the onslaught of digital ads and connect them with a brand on a more tangible, personal level.

Marketers' initial approach to implementing martech software can make or break its future as a viable tool in their marketing stack. Its implementation is best conducted in four phases to align internally and with the martech provider on the goals of the initiative.

What does it take for brand advertisers to maximize the value of their investment in TV and reach audiences across a fragmented landscape? A new report from Comcast Advertising provides answers.

OOH advertising has long been known for delivering ad experiences that grab consumer attention in the physical world and dazzle audiences. However, the addition of programmatic technology, data-driven audience targeting (and retargeting) capabilities, and in-depth measurement within the OOH industry has transformed this once-siloed medium into an integral piece of any modern omnichannel marketing strategy.

Marketers know they need to use the highest-quality data possible, whether they're sourcing it from their own properties or working with a third party. Working with a data partner to access second- and third-party data gives marketers the benefit of expanding the scope of data available to them. But how to select the right partner?

Innovative marketing can help businesses differentiate themselves and capture customer attention, but many brands struggle to find effective, accessible ways to shake up the status quo and fight through the digital clutter. As businesses today seek new ways to innovate, one (perhaps unexpected) medium is coming into the spotlight: direct mail.

Consumers have a large menu of entertainment options across both linear and streaming media, putting them in control of what, when, where, and how they watch. As the marketplace caters to consumers' changing viewing preferences, there are several guiding principles that advertisers can follow to connect with viewers in a dawning age of change.

Artificial intelligence can help retailers stay agile while making it easier for marketers to reach customer, but using AI to its full potential will require companies to reimagine their business models and existing workflows. Now is the time for businesses of all sizes to start thinking about their AI marketing strategy.