News and Analysis
UGC: A Conversation With Roee Zelcer, CEO of Humanz US
MULO (multi-location) brands and agencies have long used word-of-mouth marketing to build traffic and sales. But UGC (user-generated content) as marketing is clearly having a moment. Brands’ fans are taking to TikTok, IG, digital billboards, and streaming TV ads to promote products and places. Agencies are making bold moves to incorporate UGC in their media […]
Sneak Preview: A Chat With Steph Hadas About the New PR
Steph Hadas is a Vice President at 5WPR, one of the largest independently owned public relations firms in the U.S., and will be one of our featured speakers at Street Fight LIVE on November 7th at Meta’s Chicago headquarters. The firm was founded in 2003 and has an incredible roster of clients — from major […]
Innovation Labs: LG Ad Solutions Unveils New Division for CTV Breakthroughs
LG Ad Solutions has announced the launch of Innovation Labs, a new division focused on advancing technologies in Connected TV (CTV) advertising and content personalization. Led by Chief Technology Officer Dave Rudnick, Innovation Labs will develop breakthrough innovations that deliver hyper-customized viewing experiences, connecting advertisers, content publishers, and audiences. A New Frontier in CTV Advertising […]
Commentary
The Challenge of Brand Alignment with Social Issues
Increasingly, brands with high public visibility must articulate their positions on issues the public cares about while avoiding the appearance of exploiting public sentiment for purposes of self-promotion. And whether or not a formal statement makes sense on every issue, companies should be prepared for the day when a consumer comes to them to ask a question or offer feedback about a brand’s actions or values, perhaps in the form of a social post that is there for all to see.
Three Best Practices to Reduce Acquisition Costs and Increase Lifetime Value
Retail media networks have a significant role to play in helping DTC brands engage with their audiences while bringing down customer acquisition costs. To reduce user acquisition costs while driving lifetime value, brands also need to figure out exactly what to measure and how to understand target customers.
Three Common Martech Myths Debunked
I believe there are a few common martech myths and misconceptions that need to be debunked so your organization can better scale customer loyalty and stand out in a highly saturated environment.
Latest Posts
Why and How Retailers Are Dropping Very Generous Return Policies
COVID ushered in a period of free and limitless returns as retailers scrambled to keep shoppers at a time when stores were closed. But the worst days of COVID are in the rearview mirror, and the 2023 macroeconomic environment provides no succor for overly generous policies.
OpenFortune Cuts Through Digital Clutter with a Physical Media Format
The biggest action in brand marketing is happening online in 2023, but as digital channels proliferate, one agency is moving in the opposite direction. OpenFortune, a New York-based agency, is leveraging fortune cookies to bring branded content to restaurant customers across the U.S.
How Advertisers Can Combine Contextual and Local Targeting
Many marketers who run multi-location campaigns run into the same pain point: “I need to create a campaign that has localized messaging that resonates with the specific regions I’m targeting while still remaining true to the overall brand voice.” Enter contextual advertising.
Is Super Bowl Advertising Still Worth the Investment for National Brands?
Is advertising during the Super Bowl still worth the seven-figure investment? That’s the question national brands and agencies are asking, just weeks away from the biggest advertising event of the year.
Mailchimp Introduces Single Source of Truth for Marketers
A single source of truth. The concept has become a holy grail for digital marketers as companies look for better ways to aggregate data from multiple systems into one location. A new marketing tool from Mailchimp promises to deliver on the idea, providing brands with a way to pull their tech stacks together into one centralized, visual environment.
5 Priorities for Improving Local OTT Measurement
The refinement of local OTT measurement tactics should not take a backseat to the development of national approaches. Rather, to truly unlock the power of TV for advertisers—local and national, linear and streaming alike—measurement innovation should be a priority across the board.
Retail Media Players to Watch in 2023
The recent announcement by Lowe’s that it would be taking more of its retail media network in-house this year is only the beginning. Change is happening throughout the industry, as the largest global retailers become media companies in their own right. In the coming year, even more retail brands are expected to turn their existing websites into full-fledged media networks.
Uberall Releases Direct Integration with Apple’s Business Connect
Days after Apple announced the launch of Business Connect, a feature that allows businesses of all sizes to customize the way their information appears across Apple apps, the customer experience platform Uberall has come out with its own integration solution.
Amazon Gets into E-Commerce as a Service
Amazon may be getting into a new service business: e-commerce as a service. The company announced that Buy with Prime, already available to third-party merchants on Amazon, will be available to non-Amazon merchants in the U.S. starting January 31.
Will 2023 Mark a Tipping Point in Data Privacy Regulation?
Data protection is becoming a key discussion point among advertisers in the U.S. as central provisions in the California Privacy Rights Act (CPRA) take effect and publishers begin rolling out transparency notices to users. Will 2023 go down in history as a turning point in data privacy?
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem