Partner Content

Supporting local economies and resonating with people in local communities (i.e., keeping them informed, entertained, and connected) is a fitting definition for radio. As CMOs face pressure to reach profitable goals and are often expected to do more with less, radio can help brands drive local demand and sustainable growth in neighborhoods across the country.

The nature of TV continues to change, but reaching consumers with video commercials remains critically important. While consumers still have an insatiable desire for "television" programming, they are now opportunistic about the devices and services they use to watch content. Have the 2023 upfronts cleared a path to the future of advertising in the world of converged TV?

Conventionally, the value proposition of an in-house creative services group was based solely on the triad of price, quality, and speed of delivery, but as brands deal with a shaky economy and the quickening pace of a technological evolution, a fourth criterion has emerged: the ability to pivot and adapt to clients' needs and mandates and those of the organization as a whole.

Whether it's the future of linear TV or the evolution of digital identity, the marketing industry is moving to a state where media sellers have more data to leverage. Capabilities for targeting, reach, and measurement, along with creative standards and formats, are being siloed within each publisher's ecosystem. As a result, the advertiser's job has grown increasingly complex.

No matter the industry, it's becoming clear that traditional measurement methodologies are no more effective than the "spray and pray" approach ever was. Is it time for a more holistic approach?

Since the earliest days of AM radio, marketers have leaned into radio's megaphone to build reach, but today's audio is capable of so much more. By combining AM/FM radio, podcasts, and streaming audio forms, marketers can build a full-funnel audio experience capable of guiding consumers along the entire path to purchase.

While consumer views of what TV is are evolving, the dominance of the largest screen in viewers' homes is not. Here's what it means for advertisers.

There are several considerations marketers must make to develop and refine their organization's data and process management strategy to unlock stronger, more accurate data analytics.

How brands such as Sea-Doo, Aperol, and Timberland use weather-based digital out-of-home (DOOH) ads to drive awareness and influence consumer behavior.

The synergies that radio can bring to retail media network plans have the potential to multiply results and ROI by filling gaps at the middle and top of the marketing funnel while supporting lower-funnel activity.

Global, omnichannel campaigns can be deployed quickly and seamlessly, but there is one aspect of launching and maintaining global campaigns that has become a roadblock to rapid execution: managing the complex rights associated with each creative asset.

As marketers consider the possibilities that CTV presents, they may find the following questions helpful for improving media strategies and getting the most out of their CTV investments.

Sustainable direct mail marketing practices can help businesses further their environment initiatives, offering a more eco-friendly alternative to digital-only or digital-heavy campaigns.

A new report to help marketers establish a baseline for setting KPIs and measurable goals for improving efforts to add diversity, equity, and inclusion (DEI) to their advertising creative shows there's still work to be done.

Brand advertising budgets are often the first to go as marketers double down on direct, measurable performance. And while it's true that respondents to the Mediaocean survey listed performance-driven paid media as their most critical area of investment in the event of a downturn, that doesn't tell the whole story.

Marketers don't often give a lot of thought to identity unless they're wringing their hands at the evolving state of cookie deprecation due to privacy concerns. But disappearing browser-level attribution is only part of that problem.

Recent studies reveal an increasing number of women are becoming loyal podcasts listeners. The trend may sound a new opportunity for brands that want to reach an important demographic.

Direct mail marketing can help create customer touchpoints that encourage engagement. Here's how brands can use direct mail in tandem with digital media to create touchpoints that help drive action throughout the entire omnichannel customer journey.

Through increased engagement with home-based smart speakers, online audio, and a growing number of podcasts, marketers have the potential to reach more listeners than ever before.

TV is in the midst of a revolution. There's more content than ever before, and the modern viewer consumes it on their own time, in their own way, and through a variety of devices. This fragmentation means one thing for brands and agencies: They need to reimagine the TV advertising experience.