Mon.Jul 08, 2024

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Musk’s Cannes Charm Offensive Falls Flat as Marketers Doubt X Brand Safety Improvements 

Adweek

Elon Musk and his X leadership team still have a long way to go to lure advertisers back to the platform following the owner's bid to smooth relations at the Cannes Lions Festival last month, six sources told ADWEEK. Musk dialed back on his 2023 provocative "go f**k yourself" comment to advertisers, explaining that X.

Marketing 338
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The Role of Emotional Contagion in Influencer Marketing

The Ad Tech Blog

Emotional contagion plays a significant role in influencer marketing, impacting how audiences perceive and engage with content. Understanding this phenomenon can help marketing managers and advertising executives create more effective campaigns. Understanding Emotional Contagion in Influencer Marketing Key Points Emotional contagion is the process by which emotions are transferred from one person to another.

Marketing 130
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Effie Case Study: How VML and Oreo Reversed a Downward Sales Trajectory—and Then Some

Adweek

Last spring, shoppers in Albertsons grocery stores were increasingly sticking to the store's perimeter--a trend that meant many people were skipping the sweets in the center aisles in favor of bakery items that sit closer to the outside walls of the building. That was bad news for the packaged cookie category, especially for the category's.

Cookies 304
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4 inbox-altering changes to watch for

Martech

Email marketers are losing ground in the battle for the inbox, thanks to technology changes that give mailbox providers more control over everything from message design to longevity. Marketers have never had 100% control over how an email message appears in an email client. Right now, I’m tracking four changes that take away even more control over our messages and how our recipients can view and act on them.

Pop-Up 126
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How to Stay Competitive in the Evolving State of Martech

Marketing technology is essential for B2B marketers to stay competitive in a rapidly changing digital landscape — and with 53% of marketers experiencing legacy technology issues and limitations, they’re researching innovations to expand and refine their technology stacks. To help practitioners keep up with the rapidly evolving martech landscape, this special report will discuss: How practitioners are integrating technologies and systems to encourage information-sharing between departments and pr

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Häagen-Dazs Will Make Its Super Bowl Debut in 2025

Adweek

Ice cream brand Haagen-Dazs is entering the highly competitive Super Bowl ad mix, as it has purchased national airtime during Super Bowl 59. The brand is in the game for the first time in its more than 60 years in business. The brand is now found in 25% of U.S. households, and Haagen-Dazs decided the.

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Q2 in Ad Tech: Cookie Can Kicked, AI Deals, and Giant Politicians

Exchange Wire

In our latest quarterly wrap, head of content John Still takes a look at the events that have defined Q2 2024. What’s been making waves since April? Q2 2024 started with a bang, albeit one that we’d all expected to arrive [.] The post Q2 in Ad Tech: Cookie Can Kicked, AI Deals, and Giant Politicians appeared first on ExchangeWire.com.

Ad Tech 102

More Trending

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Global Ad Spend To Outpace Economic Growth; UK Election Ad Spend Figures; Streaming Giants Challenge New Canadian Legislation 

Exchange Wire

On today’s news digest: Global Ad Spend To Outpace Economic Growth; UK Election Ad Spend Figures; Streaming Giants Challenge New Canadian Legislation Worldwide ad spend is on track to outpace global economic growth this year, according to a mid-year forecast by [.] The post Global Ad Spend To Outpace Economic Growth; UK Election Ad Spend Figures; Streaming Giants Challenge New Canadian Legislation appeared first on ExchangeWire.com.

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Creator Etiquette 101: Brand Partnerships and Controversies

Adweek

In the volatile world of cancel culture, who holds the power to make amends? Mistakes are bound to happen now and again; some are more forgivable than others. Recently, soda brand Poppi faced a lawsuit alleging its gut health claims are falsely advertised. The brand is trying to make a comeback from the allegations, saying.

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Avoid customer journeys becoming a bad trip – be position-less by Optimove

Martech

Imagine you were entrusted with ensuring a planeload of people lands smoothly and safely. Then on top of that, imagine you are also responsible for their comfort and responding to their every need to make their journey fantastic. As a marketer, you are. Today, you can microsegment based on customer preferences. Essentially, all those “like-minded people” are on the same buying journey.

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Tinder Writes Its Own Romcoms for the Dating App Era

Adweek

Samantha slips from a ladder while reaching for a book in the library, but just at the right moment, John steps in to catch her. It's a classic meet cute moment, reminiscent of countless sentimental scenes from romantic comedies. But this meet cute didn't happen in real life. As Samantha fumbles over her words, it.

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Retail media advertising: How e-commerce is becoming AdTech’s next frontier

what retail media advertising is what a retail media network is how the changes in the privacy landscape benefit retail media networks how retail media network functions market overview of retail media networks

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Limited HubSpot breach reminds us there’s risk in SaaS apps and data storage

Martech

HubSpot says fewer than 50 customer accounts were victims of a breach in late June, all impacted customers were notified and all has been quiet since the initial incident. As of May 2024, HubSpot had more than 216,000 customers, so an incident that impacts fewer than 50 doesn’t seem like a big deal, unless of course you’re one of the accounts involved.

MarTech 98
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Tinder Writes Its Own Romcoms for the Dating App Era

Adweek

Samantha slips from a ladder while reaching for a book in the library, but just at the right moment, John steps in to catch her. It's a classic meet cute moment, reminiscent of countless sentimental scenes from romantic comedies. But this meet cute didn't happen in real life. As Samantha fumbles over her words, it.

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New ways to identify B2B website visitors beyond the IP address

Martech

As B2B buying shifts increasingly online, companies face a growing challenge: identifying and engaging with potential customers who visit their websites. Visitor identification techniques have evolved, and businesses must use and leverage the right tools to improve their marketing and sales processes. The traditional methods of identifying site visitors Over the years, B2B sellers have had three ways to identify visitors: Motivate them to fill out a web form, giving up their contact information

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3 Tips From Ad Agency Leaders on Adding a Media Department

Adweek

When Brad Simms, CEO and president of the Stagwell agency, Gale, decided to launch the agency's media practice, he bought a book about it. "We all went out and bought a whole bunch of physical books to read. I mean, I didn't know what an effective commission rate was five years ago," Simms told ADWEEK.

Agency 271
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ABM Evolution: How Top Marketers Are Using Account-Based Strategies

In times of economic uncertainty, account-based strategies are essential. According to several business analysts and practitioners, ABM is a necessity for creating more predictable revenue. Research shows that nearly three-quarters of marketers (74%) already have the resources needed to build successful ABM programs.

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The Future Of Probabilistic Attribution: What Will Apple Do Next?

AdExchanger

Since removing IDFA on iOS, Apple has made it clear that probabilistic or fingerprint attribution is not allowed. Any method that lets an advertiser link users between apps is forbidden. SKAdNetwork is available for download tracking but imposes privacy restrictions, making life harder for advertisers and ad networks. Consequently, numerous campaigns are still tracked by […] The post The Future Of Probabilistic Attribution: What Will Apple Do Next?

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Kazoo lessons

Seth Godin

Knowledge and technique used to be closely guarded secrets. Admission to the guild was reserved for a few, and crafts like typesetting, plumbing and medicine were off limits to most folks. One of the reasons for the explosion in productivity and innovation in the last century is that more tools and leverage are available to more people than ever before.

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Strategies for Retaining Top Marketing Talent Amidst Increasing Demands

Basis

Two years out from the Great Resignation’s peak , finding and retaining top talent remains a significant challenge for leaders. And while C-suite executives across a range of industries are losing sleep over staffing difficulties, those in the marketing industry are likely feeling particularly restless: The number of professionals working in advertising decreased by 14% between 2019 and 2022, and over half of US marketers feel the industry is experiencing its worst-ever talent crisis.

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Marketing Briefing: What to make of the major marketing trends of the first half of 2024

Digiday

The first half of this year has been a strange combination of marketers’ desire to get back to basics (the push to prioritize brand building) and explore new, emerging areas (commerce media plays; generative AI). At the same time, as marketers continue to deal with squeezed budgets and increasing expectations to do more with less, they seem to be sticking their heads in the sand about problems that will need their attention just not right this second (TikTok’s looming ban; Google’s cookie

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ABM Success Recipe: Mastering the Crawl, Walk, Run Approach

Shifting to an account-based marketing (ABM) strategy can be both exciting and challenging. Well-implemented ABM motions build engagement with high-value accounts and drive impactful campaigns that resonate with your audience. But where do you begin, and how do you progress from crawling to running? Watch now as Demand Gen experts delve into the essentials of each stage of the ABM process.

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AA returns with more comic vignettes

More About Advertising

The Gate’s debut for breakdown service the AA – helping a gang of bank robbers – was one of the unexpected joys of last year (one of a series) and it’s back with two more, this time a mysterious male doing something strange with a large appendage: And a (somewhat) more conventional accident scenario. AA … The post AA returns with more comic vignettes first appeared on More About Advertising.

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Jamila Robinson explains why Bon Appétit is getting into sports, relationships and subscription boxes

Digiday

Subscribe: Apple Podcasts • Stitcher • Spotify It’s been a busy summer for Bon Appétit and Epicurious’ editor-in-chief Jamila Robinson, who stepped into the top editor role last September. Amid changing algorithms and impacts to search traffic, Robinson is prioritizing relationship building between audiences and Condé Nast’s cooking brands by expanding the coverage of food to include categories like sports and relationships, challenging the idea of “traditional” cooking and building

Food 79
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VIOOH Announces New Board Chair Nick Parker, a Highly Regarded Figure of the OOH Industry

Exchange Wire

Today (July 9th, 2024), VIOOH, the leading premium global digital out-of-home (DOOH) supply-side platform, announced that after five years of service as non-executive chair of VIOOH, Spencer Berwin – a former co-CEO of JCDecaux UK - will be stepping down [.] The post VIOOH Announces New Board Chair Nick Parker, a Highly Regarded Figure of the OOH Industry appeared first on ExchangeWire.com.

Media 64
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Paramount Remains Committed to Streaming as Skydance Agrees Merger Deal

VideoWeek

Following a protracted takeover saga, Paramount has finally agreed a deal with production business Skydance Media which will see the two merge, creating what the two companies are calling ‘New Paramount’ The merged company, led by Skydance’s David Ellison as chairman and CEO and new president Jeff Shell, ex-CEO of NBCUniversal, plans to “enhance and reinvigorate marquee Paramount and CBS brands” according to the announcement.

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How Intent Data Helps Marketers Convert A-List Accounts

One of the biggest challenges for any B2B marketer is understanding your prospects’ next move — who is most likely to buy and when. Without these insights, marketing campaigns can feel more like guesswork, with high investment and little return. We’re here to tell you there’s a better way. By tracking buyers’ digital footprints and online activity, such as website visits, product reviews, and spikes in content consumption, you can engage prospects with a message that really resonates.

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Will EA Be The New Ad Network?; These Teeth Are Real I Can Prove It

AdExchanger

Electronic Arts is done slow-rolling into advertising. Plus, Sensodyne is experimenting with “content credentials” for its digital ads. The post Will EA Be The New Ad Network?; These Teeth Are Real I Can Prove It appeared first on AdExchanger.

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Principal Media: Explained

VideoWeek

The use of principal media is growing, according to the ANA, with 41 percent of marketers expecting to use principal media over the next year. But where the rise of a practice might usually correspond with increased understanding of that area, there appears to be a knowledge gap around what principal media actually entails. The same ANA survey found that 39 percent of marketers are only somewhat familiar with the practice, and 13 percent entirely unfamiliar.

Media 59
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Will EA Be The New Ad Network?; These Teeth Are Real I Can Prove It

AdExchanger

Electronic Arts is done slow-rolling into advertising. Plus, Sensodyne is experimenting with “content credentials” for its digital ads. The post Will EA Be The New Ad Network?; These Teeth Are Real I Can Prove It appeared first on AdExchanger.

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If You Think It’s Hard To Get To The Top, It’s Even Harder To Stay There ….

Rob Campbell

By the time this comes out, I will know if Nottingham Forest have got relegated or not. And while at the time of writing – April 26th – they’re [just] out the relegation places, I fear that will change. Not simply because Everton are basically clear having beaten Liverpool last night. Not simply because we’re playing Man City this weekend. But because – if I’m being honest – we deserve to god down.

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Solving the Biggest Tech Challenges in RevOps

In this eBook, we’ll run through real-world examples that show how RevOps teams can benefit from modern solutions for the access, management, and activation of their GTM data. Whether you need to improve lead response times, boost adoption of core tools, improve lead qualification, or target and automate your GTM motions, you’ll find examples of how revenue teams are solving some of the toughest problems in modern business.

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Bad hiring practices are harming employer brands, shrinking talent pools

Digiday

This article was first published by Digiday sibling WorkLife Poor hiring practices are starting to bubble up for employers, and not in a good way. A growing number of people are airing their grievances about badly conducted hiring experiences, which are a turn-off to other candidates, according to data from platforms like Glassdoor. Continue reading this article on digiday.com.

Media 65
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What Are MQLs? Marketing Qualified Leads Explained

MNTN

In the ever-evolving landscape of marketing and lead generation, the concept of Marketing Qualified Leads (MQLs) has gained significant traction. As businesses strive to optimize their marketing strategies and generate qualified prospects, understanding the essence of MQLs becomes crucial. In this article, we will explore the concept of MQLs in depth, unraveling the criteria and characteristics that distinguish them from other types of leads.

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DTC company Shapermint’s AI influencer engine highlights how marketers are actually using the tech

Digiday

We’re 20 months into the AI marketing revolution, and CMOs are more focused on scale and efficiency than on creating animated footage from whole cloth. Consider the example of Shapermint, a direct-to-consumer fashion brand that has used generative AI to scale up its influencer program. The company’s in-house team developed an agent (dubbed “Altair,” after the star) that can generate scripts and storyboards for TikTok and Instagram Reels that are then distributed to influencers.

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What Are SALs? Sales Accepted Leads Explained

MNTN

When considering your sales funnel , you may have heard of MQLs and SQLs. But SALs tend to go under the radar. Nonetheless, they are an important part of the consumer’s journey from “possible” to “definite.” Read on to learn more about this important inflection point in which your potential customer becomes a customer worth your serious attention.

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Drive GTM Efficiency with Tech Stack Consolidation

Consolidating your tech stack is an effective cost-saving measure that drives GTM efficiency and adds value to your enterprise. With a cohesive, integrated tech stack, your revenue teams can deliver an excellent customer experience that sets you up to win faster than your competitors.