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How Fluidity Is Powering the Rise of Intelligent Creative
Leading Edge September 27, 2024At times, beautiful pixel-perfect creative and performance seem to be at odds. The production time involved in achieving core creatives can conflict with the speed and scale that is needed to deliver performance optimizations in real time. What if we could embrace speed without sacrificing quality? What if we could make creative excellence breathe through every optimization, protecting the integrity of the original creative, while adapting quickly?
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Your Agency Is Built on Your Actions, Not Your Appearance
Leading Edge September 26, 2024We recently took a giant leap into the unknown, leaving stable jobs to nurture the seed of an idea. We wanted to create a new kind of creative shop, one that was female-founded (only one percent of agencies are!), designed to meet the needs of a new digital reality (faster speed, higher volume, lower budgets), and rooted in the ethos of radical hospitality.
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Developing a Sales Mindset
Leading Edge September 25, 2024One group that we, as an industry, have had problems with over the years is sales. We have heard sales staff say that insights do “fluff,” “touchy-feely,” and “numbers” that don’t help them sell anything. Salespeople don’t mess around. If you aren’t helping them sell, then you aren’t helping them.
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Political Advertisers Need Informed, Stable Marketing Tactics
Leading Edge September 24, 2024Given the onslaught of current events and new presidential candidacies, a new playbook is being written for political advertisers who are looking to capture mindshare among voters. Recent historic developments present a new pool of opportunities for political advertisers. Targeting models are likely to seismically shift in the coming weeks, as undecided voters, young people, and other various demographics are presented with new candidates from different backgrounds, each with their own message. To effectively target and persuade voters in this unprecedented landscape, political advertisers should consider following a new playbook — one that centers its strategy on TV.
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Google's Day of Reckoning Won't Fix Ad Tech's Future
Leading Edge September 23, 2024As we enter week three of the DOJ’s antitrust trial against Google’s ad tech practices, I’m hopeful that this is the turning point our industry has been waiting for. Because, like many of you, I’ve had a front-row seat to Google's rise to dominance over the last couple of decades. And it hasn’t been pretty.
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The Persistent Illusion of Brand Safety in Digital Advertising
Leading Edge September 20, 2024It’s becoming clearer and clearer that our idea of brand safety, at least in the ad world we currently live in, is an illusion at best. Some may argue that we’ve entered a backlash era against the concept as a whole. Whether it’s the collective shoulder shrug in response to Adalytics’ latest report, or the successful shutdown of GARM, it’s evident our current brand safety approach isn’t working.
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How to Tell a Story That Matters
Leading Edge September 18, 2024If you look at any great story, there are elements they all have: a main character, a want or need, a plot, tools the character uses, and most importantly, conflict. Conflict is the engine that drives every story, and the best storytellers not only have compelling conflict but highlight the conflict. The conflict can be internal or external, but it’s the most important element in every story. From Darth Vader to the Joker, every great story has that agent of conflict. The key for any brand is twofold.
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Political Advertising in 2024: The New Playbook Essentials
Leading Edge September 18, 2024As the 2024 election cycle revs up, the stakes for political campaigns at every level are higher than ever. From local races to the presidential election, the ability to run effective and efficient advertising campaigns will be crucial in swaying undecided voters and securing victories. With political ad spending expected to reach record highs—some estimates suggest it could surpass $12 billion — candidates and their teams must be more strategic than ever in how they allocate their media budgets.
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What Can Cannes Teach Us About the Value of Transactional Data?
Leading Edge September 17, 2024Inflation is still higher than anyone would like, which is driving consumers to be more selective in their purchases. That means that any type of data tied to a transaction can be an indicator of what a consumer is willing to purchase, where they’re willing to travel, the streaming services they bring into their home, causes they support, or whom they might vote for.
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Co-Creation Is the Secret to Brand Authenticity in Influencer Marketing
Leading Edge September 16, 2024The arrival of TikTok shop earlier this year was initially met with a positive reaction, but it has since received some criticism of its commercialization of the platform. Meanwhile, creators are grappling with deinfluencing overconsumption, and struggling to find meaningful ways to incorporate singular and disjointed brand promotions (often around seasonal moments) into their content.
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Hispanic Heritage Month: A Catalyst for Unity, Cultural Pride, and a Stronger America
Leading Edge September 16, 2024Now that Labor Day has passed, we are quickly approaching that very unique time of year that is Hispanic Heritage Month. Why is it unique? Let’s start with the reality that, while it spans a four-week timeframe, it doesn’t coincide within a month. More importantly, in recent years it has been a subject of considerable debate.
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Why Hope Needs to Be Key Advertising Message This Election
Leading Edge September 13, 2024Watching the various online ads and campaign videos from this year’s U.S. presidential election should come with a health warning.
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Next-Level Contextual: 3 Ways Publishers Can Increase Revenue Through Relevance
Leading Edge September 12, 2024As signal deprecation undermines the efficacy of certain methods of identity-based targeting, contextual targeting is emerging as a more vital strategy than ever. This strategy, which analyzes content and matches ads to the most relevant environments, not only preserves addressability but also aligns with growing concerns about privacy.
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The Currency of Trust: Prioritizing Brand Building in Finance Advertising
Leading Edge September 10, 2024Today, we increasingly see financial advertisers pursue bottom-line KPI’s, chasing quick profits at the expense of sustainable growth. While the allure of short-term gains through metrics such as new customer acquisitions and credit card applications can be tempting, they should not come at the expense of long-term value derived from robust brand building. Brand building is not a sprint but a marathon — a process that, much like dollar cost averaging in the S&P 500, benefits from the power of compounding over time.
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The Future of Targeting and Segmentation
Leading Edge September 6, 2024My peers and I took a collective sigh of relief when Google decided not to deprecate third-party cookies. To have something that felt so definitive and final — our initial shock wasn’t around the decision itself. After four and a half years of indecision, we were all granted the apparent closure.
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Does Your Retail Media Network Spend Create Regulatory Risks?
Leading Edge September 5, 2024How are the RPA and advertiser use of RMN’s related?
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The Authentic Internet: Empowering Users and Advertisers Alike
Leading Edge September 4, 2024Content doesn't need to come from a famous media brand like PBS, the BBC, or The Weather Channel to be valued. Sites owned by creators who produce consistent, high-quality content are also highly trusted by consumers because of their human connection.
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Navigating the EU AI Act: A Guide for Marketers and Privacy Professionals
Leading Edge September 2, 2024The European Union (EU), much as it did with GDPR six years ago, is about to lead the way and set a new global standard with the EU AI Act. This landmark legislation is designed to ensure consumer protection and transparency in AI systems, making it essential for marketers and privacy professionals to understand and prepare for its implications.
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Business Leaders Emphasize International Expansion as Key to Success
Leading Edge August 30, 2024These days, globalization is more than an economic trend. It’s a growth engine. The companies that are embracing and prioritizing expansion into new international markets are the ones that are most sustainably growing their businesses. They are creating new revenue streams, and mitigating the risks associated with regional fluctuations.
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How to Protect Your Organization’s Reputation in an Election Year
Leading Edge August 29, 2024While some industries and organizations are adept at managing this scrutiny, many have the opportunity in the weeks and months ahead to be more proactive in protecting their reputation and better controlling the narrative about their work and impact. Now is the time to take action to better weather any storm that might come your way this election cycle and beyond.
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