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Search returned: 401 document(s).
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Progress Over Perfection: Pernod Ricard's Journey of Growth in Multicultural Marketing
Conference Highlights November 19, 2024Optimizing multicultural marketing budgets necessitates being strategic and collaborative.
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Four Ways Marketers Can Reduce Carbon Emissions in Media Buying
POVs November 15, 2024While many brands talk a big game about sustainability, the ad industry remains a major contributor to rising carbon emissions. But with these tips, based on research from the ANA and Scope3, marketers can start putting their money where their mouth is on sustainability.
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After Transforming Advertising, AI Is Coming for Marketing
Leading Edge November 1, 2024Over the past decade, artificial intelligence (AI) has revolutionized the way advertisers manage advertising campaigns. Platforms like Meta and Google have deeply integrated AI into their systems, automating the once-tedious processes of ad targeting, creative testing, and bid optimization. This transformation has enabled advertisers to scale campaigns with minimal manual input, maximizing performance while reducing operational burdens.
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How to Measure Ads More Effectively in a Streaming-First Marketplace
Knowledge Partners October 24, 2024Advertisers are grappling with measuring ads in an evolving TV landscape. Daniel Tjondronegoro, co-founder of Beatgrid, explores how brands can unlock the full potential of measurement in a streaming age.
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Brand Investment
ASK Answers October 24, 2024How can I show my organization the value of investing in the brand?
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Meager Budget Increases Shouldn't Deter B2B Marketers from Innovating
B2B October 23, 2024A slight bump in B2B marketing budgets in 2025 won't be enough to fund bigger ad campaigns, new technologies, and more staff. The most effective method for B2B CMOs to boost revenue for the short term — and bolster the perception of marketing for the long term — is to foster greater cooperation among their marketing teams with senior executives from other departments.
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Is Today’s TV and Video Measurement Upfront or Unreliable?
Knowledge Partners October 23, 2024Beatgrid shares why brands, agencies, and publishers need to move beyond traditional metrics like ad impressions and shift to more holistic KPIs, such as viewer attention, engagement, and ad impact for TV and video upfronts to gain a holistic analysis of their campaigns.
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This Is Why Nonprofits Should Focus Marketing Dollars on “Movement Building”
Podcast Clips October 17, 2024What is “movement building” and can it be the key to reshaping how nonprofits think about marketing investments? Venture Leadership Collective’s Aila Malik thinks so.
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Leveraging AI in Marketing Procurement
Partner Content October 15, 2024Artificial intelligence has great potential to reshape the role of marketing procurement. Here's how procurement professionals can prepare to harness that change to their benefit.
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The Importance of Cross-Functional Relationships
Leading Edge October 9, 2024Revenue operations (RevOps) is often viewed as the silver bullet to siloed decision-making and inconsistent data sources, but you can’t expect a perfectly cohesive operation simply by investing in an organizational structure. If anything, we’ve found that sometimes revenue operations can just be sales operations in disguise, with some added responsibilities to other internal stakeholders. If sales is still the dominant voice in your go-to-market planning and execution, you’re missing out on the potential benefits of a truly cross-functional revenue operations group.
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Measuring Media ROI with the Help of Internal Data and Analytics Teams
Event Recaps October 8, 2024Ricardo Armbrust, global media procurement director, discussed his department’s impact on Kenvue’s media strategy, as well as his relationships with data and analytics colleagues to create a detailed picture of Kenvue's media ROI.
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TV Advertising Requires the Right Mix of Linear and Connected TV
Trends and Technology September 25, 2024A funny and inevitable thing happened on the way to streaming nirvana: the market quickly saturated, and now the narrative has shifted to the so-called "Great Re-Bundling," or merging, combining, and forming alliances among the various media providers — just like the cable era. As the industry sorts itself out, marketers need to deploy a platform-agnostic approach to their advertising spending.
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ABM Account Plan Canvas 2025
Tools September 20, 2024Use our ABM Key Account Plan Canvas to create a simple, one-page action plan for each of your target accounts.
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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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Transparency: A Marketer’s Advantage
Leading Edge August 12, 2024The advertising industry is facing an ongoing transparency problem: Buyers too often don't have the visibility they need to make the best possible decisions on how to allocate their budgets. This can not only result in buyers overpaying for unintentional inventory, but it also can prevent publishers who have engaged, addressable audiences from realizing the full potential of their premium inventory.
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Preparing Marketing Procurement for AI
Partner Content August 8, 2024In the rapidly evolving landscape of marketing procurement, data analytics and artificial intelligence (AI) are becoming indispensable tools. But the first step to leveraging AI in marketing procurement is understanding what AI can help accomplish and expedite — and what it cannot.
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Clients and Agencies Spend Too Much Time Talking About the Wrong Stuff
Podcast Clips July 29, 2024Michael Farmer, author and founder of the strategic consultancy Farmer & Company says the agencies and clients communicate plenty — it’s just often about the wrong stuff.
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AI's Impact on Agency Management: A Roadmap for Marketing Procurement
Webinar Rewinds July 24, 2024Guided by the Hopes and Fears of AI in Procurement survey collected from delegates at the ANA Advertising Financial Management Conference 2024, this webinar guides marketers through the key considerations in putting AI to work in their agency management programs with purpose.
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How Curation Solutions Supercharge Media Buying and Advertising Strategies
Leading Edge July 18, 2024As the digital advertising industry transforms with the ongoing phase-out of third-party cookies, advertisers are forced to adapt their strategies to accurately target the right audiences with their campaigns. In an evolving landscape such as this, data providers have appeared as key players, offering advertisers access to valuable consumer insights.
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Redefining the Cost of Cheap Batteries
B2 Awards July 14, 2024Duracell's "Battery Changer" campaign transformed Procell into a standalone B2B brand, significantly increasing awareness and sales by demonstrating the hidden costs of cheap batteries.
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