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A collection of 16 posts

The Future of Programmatic AdTech

The Future of Programmatic AdTech

In 2020 programmatic advertising continued to reign supreme, with real-time bidding (RTB) media purchases making up over 80% of media buying in the US. In 2020, global programmatic ad spend reached an estimated 129 billion US dollars, and spending is set to surpass 150 billion in 2021. Programmatic media buying

Advertising diversity is "an economic necessity"

Advertising diversity is "an economic necessity"

Many marketing communications professionals point out that despite the continuous chatter relative to the merits of diversity and inclusion, there is a failure by most business leaders, employers, and yes, top management, to embrace it. Diversity is not a “dirty” word and it’s not just about race, creed, color

3 Ways To Prepare For post-covid Consumer Behavior Shifts

3 Ways To Prepare For post-covid Consumer Behavior Shifts

During the second summer of the pandemic, there’s reason to feel hopeful. Vaccines are rolling out and signs point to pent-up consumer demand, but a lot of unknowns remain. By the time schools reopen, economic activity will likely be in full swing, and the longer-term implications of newly learned

Why branding is all about emotions

Why branding is all about emotions

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” When Maya Angelou said those words, she probably didn’t have public relations or branding in mind. Angelou was simply speaking the truth about life. However, those who

IAB Europe x TikTok: The Buyer’s Guide to Creator Marketing

IAB Europe x TikTok: The Buyer’s Guide to Creator Marketing

Since the emergence of commerce, advertisers have harnessed the power of influence to persuade consumers to follow their brand and purchase its products. From producing a recognisable brand identity that promotes consistency, to creating memorable ads that spark action and even leveraging social proof, they have long utilised influencing techniques

Why some brands are ‘prioritizing TikTok’ when it comes to influencer marketing

Why some brands are ‘prioritizing TikTok’ when it comes to influencer marketing

When it comes to influencer marketing some brands — particularly those targeting Gen Z — are starting to consider using TikTok creators over Instagram influencers in their campaigns. The chance for seemingly anyone or anything to go viral, as well as the increased usage of the growing social platform, is alluring for

Agencies are redefining what it means to work 'together' in a post-pandemic world

Agencies are redefining what it means to work 'together' in a post-pandemic world

Agency leaders are looking ahead—and looking forward—to a return to an old style of easy collaboration: sweaty rooms full of crumpled paper and half-empty coffee cups, and glass walls covered in Post-Its. At the same time, the lessons of lockdown will change the way agencies operate—likely permanently,

The Top 5 Questions Marketers Ask About CTV Advertising

The Top 5 Questions Marketers Ask About CTV Advertising

The fastest growing segment of the $72 billion TV ad market is CTV advertising. There are dramatic changes happening within TV advertising, which has traditionally been dominated by roughly 300 national advertisers. But with new connected devices, advertising technology is integrating with these platforms to make ads on CTV accessible

Top 3 reasons marketers should be optimistic about 2021

Top 3 reasons marketers should be optimistic about 2021

Following an incredibly challenging 2020, experts are now predicting the U.S. this year will reach its fastest GDP growth rate in nearly 40 years. Driven by a nation eager to reconnect, we may be on the cusp of the fastest economic growth many of us will experience in our

IAB Europe Releases Guide to the Programmatic CTV Opportunity

IAB Europe Releases Guide to the Programmatic CTV Opportunity

IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, has today released its ‘Guide to the Programmatic Connected TV (CTV) Opportunity in Europe’ to help planners and buyers of media understand and navigate how CTV can operate programmatically. Following on from IAB Europe’s Guide

Three marketing analytics trends are driving performance in 2021

Three marketing analytics trends are driving performance in 2021

Jay Wilder, vice president, product marketing, Marketing Cloud, Salesforce The rapid shift to digital has impacted customers’ expectations of companies and evolved their behaviors. Personalization, trust and valuable interactions are the cornerstones of customer experience — 84% of customers say the experience a company provides is as important as its products

Why marketing can no longer ignore customer experience

Why marketing can no longer ignore customer experience

Ask most marketers what they do, and they will start off by talking about content marketing, point of sale material and the leads they generate and pass to sales. They are focused on promotion, one of the four Ps of marketing first defined by E. Jerome McCarthy in 1960. More

Buyers and the cookie-less world in 2021

Buyers and the cookie-less world in 2021

Dive Brief: * Ad buyers expect a 6% overall increase in 2021 budgets compared to estimated actual spend in 2020, but have concerns about the end of third-party cookies, the loss of identifiers and the need for first-party data and cross-platform measurement, per the IAB's 2021 Marketplace Outlook Survey that was

Covid-19 and Digitalization

Covid-19 and Digitalization

Online is the New Frontier More and more businesses are realizing that in order to survive, they would have to digitally transform their businesses. Online is now the new frontier, especially for more traditional businesses. Restaurants have started taking online orders and home deliveries. Groceries and supermarkets have followed suit.

Pandemic to drive 4 key 2021 digital marketing trends

Pandemic to drive 4 key 2021 digital marketing trends

This year -- 2020 -- was a year for the books, with COVID-19 throwing a gigantic monkey wrench into our personal and professional lives as marketers. As we look into 2021, we have to ask: Which changes in consumer behaviors and associated marketing strategies will have a lasting impact, once

TikTok is Marketer of the year

TikTok is Marketer of the year

Ad Age reveals 2020’s Marketers of the Year this morning and top of the list is TikTok, the social media platform that has emerged as a major pop-culture force in 2020, despite being on the verge of a ban in the U.S. While White House talks continue over