Partner Content

The coronavirus pandemic has clouded the future of programming, making it difficult for marketers to find strategies that inspire confidence. But there is good news. With a surge in video viewing, lower ad prices, and improvements in targeting and measurement, taking a data-driven approach to linear TV can grant marketers the flexibility, targeting precision, and accountability they need at precisely this moment.

Blending empathy and intelligence with a strong dose of creativity is the most effective way for brand marketers to deliver consumer-centered experiences that drive purpose, affinity, and revenue.

The only way to future-proof against the evolving adtech-martech ecosystem is to design a marketing strategy with an identity-based approach at its center. But that’s no easy task. Doing so successfully requires four critical building blocks.

To bolster and exceed their ROI goals, marketers need systems and processes to enable their teams and partners to leverage video assets without any friction or slowdowns.

Radio has long been known as a deeply personal, trusted, and supportive partner for consumers, communities, and companies of all stripes. Fostering unity is part of the DNA of the more than 15,000 radio stations across the country.

While under stay-at-home orders, fewer women are choosing to wear makeup as often as they were prior to the pandemic, according to a CivicScience study. But that’s not all. Changes in consumer habits brought on by the coronavirus could have long-term implications for the beauty and skincare industries.

Personalization is not a matter of simply aggregating data across various first- and third-party sources. The challenge is developing the creative strategies that can leverage the data in a responsible manner, foster new collaboration models, and codify the knowledge.

With a sluggish economy and tight budgets, advertisers more than ever must be organized for success as scope season comes around. When it does, here’s who should be at the table and why.

The long-held industry belief that TV, CTV, and digital video would eventually converge, as the adoption of streaming devices grew and cord-cutting and cord-stacking behavior accelerated, is happening much faster than originally anticipated. A new study from Innovid explores best practices for brands looking to optimize personalized CTV ads.

An examination of consumer behavior and how consumers view digital advertising’s relevancy has found things have changed between life as normal and life under the extraordinary circumstances of the coronavirus pandemic. Here’s what’s different.

Uncertainty in the economy and tighter budgets mean marketers must make sure any talent hired is effectively skilled. Agencies and brands that find themselves in the position to hire can afford to be discerning, but that doesn’t mean all the skills they desire in recent grads will be available. Marketing organizations will need to ensure that they give their people the skills they need to thrive.

Brands are creating more stories for more screens and devices than ever before. These assets also carry strict rights for usage and talent payments, and marketers and their agencies must be ready to make changes quickly to react to a mercurial business landscape.

By and large, advertising professionals at all levels are especially interested in professional development and often want to make upward and lateral career moves. And they’re looking to their companies to provide them with the opportunity to do that. Moreover, in a rapidly changing field, marketers need ongoing skill development to keep apace. Are marketing organizations doing enough to keep their teams competitive?

Attributing the results of linear TV advertising is different than digital advertising, but it’s very possible to measure the impact TV campaigns have on consumer behavior and what can be done to improve a campaign’s effectiveness. Here is a comprehensive guide for how to create one’s very own TV attribution model.

Radio brands continue to embrace and harness technology, AI-based solutions, and new media platforms to broaden the value they provide to consumers and advertisers. Engagement has seldom been stronger.

To define the identity behind brands, include emotional and rational considerations, map against customer needs, and express in both words and design. Marketing and PR executives have an opportunity to lead the effort, but only if they unify on a common front.

Public relations metrics need to focus less on what’s been done and more on what’s been accomplished. A data-driven approach to PR can make a difference for brands.

CMOs need a robust and modern approach to marketing measurement, independent of any of the commercial interests in the ecosystem. To achieve meaningful progress, there are four critical dimensions to measurement that marketers must now master: commerciality, quality, frameworks, and testing. While the industry is making progress in building a universal solution, here’s what marketers can do now.

Each piece of ad creative holds a wealth of metadata. This data can help marketers at each stage of the creative workflow — if they have a centralized way to organize, manage, and maintain control of their assets. Here’s a look at the layers of data available within a marketer’s ad assets, and how that data can help drive more effective marketing and better ROI while ensuring precise compliance with talent and rights.

Brand experience has long been the bedrock of brand-building, and still plays a crucial role in winning consumer affinity. But it’s the rise of the CX era, and its tight focus on every consumer touchpoint, that will future-proof modern brands for the next decade. Smart brands will strike a balance between brand experience and customer experience. Here’s how to get started.