Partner Content

A concise document describing the major initiatives and tangible deliverables the agency has been tasked to undertake and that details what is both in and out of scope helps avoid uncomfortable conversations later in the year (or project) when perspectives diverge. But sometimes overlooked is the effect a good scope has across the broader organization.

While many advertisers have quickly adapted to meet viewers on a range of screen types, the TV industry has taken arguably longer to catch up — especially when it comes to currency and, more broadly, measurement. Even though incumbent panel-based approaches have held on, scrutiny continues to swell as buyers and sellers reckon with the incumbents' inability to keep pace in the heavily fragmented TV landscape.

Better visibility of digital advertising can provide real-time insights that help organizations cut campaigns with low return on investment (ROI) and focus ad spend on the channels with the highest returns. Reducing waste and rooting out fraud will only increase savings.

Through a series of online, members-only events, the Radio Advertising Bureau (RAB) has explored radio’s benefits to more than 18 categories of business, including health care, automotive, retail, and restaurants, among others. Here’s a look at just a few industry verticals where radio drives ROI.

Census data from 2020 shows U.S. population growth is led by multicultural groups, which means brands that haven’t gotten up to speed on shifts in U.S. culture or that don’t understand how these consumers live and shop could be missing the mark.

Two forces that affect digital advertising are on a collision course: walled gardens and new privacy regulations. Thankfully, there are new and emerging technologies that can help marketers deal with the fallout and continue targeting digital ads while maintaining privacy protections.

As restrictions related to COVID-19 loosen across the U.S. and consumers return to offices and in-person shopping, digital out-of-home advertising can help brands meet consumers with context-based messaging that changes in real time.

In the past, purpose in marketing might have been seen as a lever to increase brand perception and consumer preference, or only pursued if it was natively part of the company’s mission. Now, a commitment to societal issues or putting accountability at the core of one’s brand are no longer a bonus or a nice-to-have, a new report from Bloomberg Media finds — they are an essential part of doing business.

Understanding which type of customer experience (CX) resonates most effectively with B2B customers is important, but it’s only part of the equation. Once a business knows what type of experience it wants to deliver, it must address the practicality of how to bring that experience to life. Based on Merkle’s research, here’s where B2B organizations can start.

As the viewer experience evolves, converged TV, which encompasses premium, professionally produced content across linear and digital TV and multiple platforms and devices, has taken a front seat to both digital video and traditional linear markets. Advertisers are recognizing the need to bring all forms of premium video into one view rather than keeping digital and TV budgets in silos.

The metaverse is a nicely bundled term for something that enthusiasts believe will be huge. Brands around the world are investing time and money to see how they might benefit from it, and some are leaping straight in, exploring the scope of non-fungible tokens (NFTs). But without a thorough understanding of what people want from the metaverse (or if they want it at all), there are factors that need consideration.

As ad-supported streaming continues to grow, marketers are weighing the best ways to engage with consumers who have more options and control than ever before. Early research from WarnerMedia shows that a more customized, intentional ad approach is not only highly effective but can generate a unique level of affinity from consumers.

Brands are cautiously circling the metaverse, wondering how they’ll eventually engage consumers in these vast, virtual spaces. They’re factoring in the possibility that the metaverse could change everything, from their approach to creative and consumer engagement to how they measure and analyze campaigns. The metaverse will not exclusively take place with virtual reality headsets, but marketers will have to embrace 3D to participate.

One of the ironies of the past two years is that while the pandemic accelerated the arrival of what were once thought to be future trends — including marketing automation, contactless retail, and virtual reality as a collaborative productivity tool — it's also triggered an increased fondness for the past.

Changes wrought by the pandemic offer marketers the opportunity to leverage new technologies in out-of-home advertising. Here are four things marketers should consider about OOH in 2022.

There is no doubt that marketing operations — the layer between marketing strategy and customer experience — is making an impact today. However, marketing ops is ripe for exponential improvements in both efficiency and effectiveness through next-generation technology. A new study from BrandMaker offers insights into how to move forward.

As businesses continue to embrace their digital-first future, marketing executives must integrate millennial marketers in a way they never have, engaging them as key contributors in their marketing discussions. In fact, their business' survival may depend on it.

Successful leaders understand that a culture of innovation is built on strong teams. Here, corporate leaders from Pfizer, Blue Shield California, Johnson Controls, BECU, and Webex provide insight into what it takes to build those teams and inspire real change.

In this interview, Jon Gibs, global director of advertising science at Spotify, who oversees the brand’s measurement, research, and audience solutions, shares findings from recent research about audio and what it means for brands.

TV has changed. To reach the masses today, messages must appear everywhere people watch video. This means advertisers must embrace both linear TV and streaming. Cross-platform, unified impression measurement is now essential.