Wed.May 31, 2023

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Heinz’s First Global Campaign in 150 Years Tells True Stories of Obsessed Fans

Adweek

Heinz turned to Reddit, TikTok and Instagram to find stories about the irrational devotion that consumers have for its products. The results inspired the 150-year-old brand's first global campaign, "It has to be Heinz," which is Kraft-Heinz's largest media investment to date. Created by agency Wieden+Kennedy New York, the platform launches June 1 with a.

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Cyber Threats: Defending Your Smart Home from Cyber Bandits

The Ad Tech Blog

Cyber threats are well known by banks ; if you own smart home devices, you should get familiar with them too. These days, your smart home can take care of your every need, from brewing your morning coffee to managing your energy consumption. Soon, the same will happen with AI. But have you ever considered the cyber threats that come with this convenience?

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Trending Sources

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Amid Leadership Upheaval, DDB NY Is Merging With adam&eveNYC

Adweek

One of the most storied New York ad agencies is making a big move and changing its name: DDB New York is merging with adam&eveNYC to form a new creative agency called adam&eveDDB. In addition, the agency will move its offices to a new space in the West Village in Manhattan and has hired Digitas.

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Who cares?

Seth Godin

A question we don’t ask ourselves very often, but a choice we make every day. It’s tempting to not care. If you choose to not care, you’re off the hook. It’s simply to do as little as possible, avoid too much trouble, ask if it will be on the test, try to stay off the hook, so what… On the other hand, caring can lead to heartbreak.

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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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Blending B-to-B and B-to-C Marketing Has Been Priceless for Mastercard

Adweek

Whether it's a card a bank customer uses for payments or a service tracking how a company accepts or makes payments, Mastercard sells all elements of its business as "priceless." Yet the company still occasionally needs to explain its presence in places like the B2B Marketing Exchange earlier this year in Scottsdale, Ariz.

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B2B digital marketing budgets should grow in 2023

Martech

In the B2B marketing space, 70% of marketing executives expect digital marketing budgets to increase slightly or significantly this year. While 19% of marketers in general expect a significant increase, 24% of executives expect budgets to significantly grow. While 79% expect to utilize AI tools in their marketing strategies, and 67% are overall positive about the impact of AI, a non-negligible 16% are apprehensive; 12% are indifferent.

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More Trending

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AI Is On The Frontlines Of The Russia-Ukraine Cyberwar

AdExchanger

Russia’s invasion of Ukraine is a test case for how ad tech can be used as an instrument of psychological warfare. But some ad tech companies are fighting back with The post AI Is On The Frontlines Of The Russia-Ukraine Cyberwar appeared first on AdExchanger.

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Match Addresses 2023’s Dating Burnout in Its Latest Campaign

Adweek

Hot vax summer is in the rearview, and all that thirsty, pent-up demand for human contact seems to have cooled over the past two years. In fact, a phenom on the opposite end of the personal interaction scale has taken its place: dating burnout. So says Match in a new campaign from agency Mojo Supermarket.

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Top book and podcast recommendations for martech professionals

Martech

Professional development is essential, especially for those in dynamic fields like marketing and technology. Practitioners working where these fields overlap must keep pace with constant changes and developments. Here are some marketing technology professional development books and podcasts that I find useful. This is not a comprehensive list, just what I’ve recently read and currently listen to.

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Issa Rae Creates a Dramatic Night in a Restaurant for Amex

Adweek

As an actor, producer and entrepreneur, Issa Rae knows a thing or two about setting up a climactic scene. Sometimes, however, even the Insecure creator and star needs a little inspiration--and that is where her American Express card comes in. In the financial brand's latest ad, titled "When Inspiration Hits," Rae--a longtime Amex cardmember and.

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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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Snap Bets On AR To Deliver Virtual Shelf Appeal For CPG Brands

AdExchanger

David Sommer, Snap’s newly appointed head of US verticals, spoke with AdExchanger about how he’s applying his CPG knowledge to the tech space. The post Snap Bets On AR To Deliver Virtual Shelf Appeal For CPG Brands appeared first on AdExchanger.

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Texas Residents Can Opt Out of Targeted Ads Thanks to New Privacy Bill

Adweek

This week, Texas became the 10th state--and the fifth state this year--to pass a consumer privacy bill that gives the state's residents more control over their data. With a population of over 30 million people, Texas will emerge as the second largest state after California to pass a bill of this kind. If enacted into.

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The Prevention of Ad Fraud

YieldBird

The post was originally posted on the 7th of October 2020 The digital environment is the largest segment of the advertising market. For many advertisers, the channel is one of the most important ways of communicating with users. In the Internet world, we can increasingly come across the concept of ad fraud. According to AppsFlyer , in 2022, app install fraud remained a significant concern, resulting in a substantial global financial risk of $5.4 billion.

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How Sephora Is Partnering With Creators for Brand Impact

Adweek

Brands are increasingly looking to leverage partnerships with content creators to make an impact--but one that's significant and lasting, rather than one-off sponsored posts. Content creator Pierrah Hilaire and Brent Mitchell, vp of social media and influencers at Sephora, joined Danisha Lomax, Digitas' head of client inclusivity and impact, during Adweek's Social Media Week to.

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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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Frito-Lay makes largest-ever investment in women’s sports for World Cup

Marketing Dive

As women’s sports continue to gain viewers, the snack marketer’s activations will span popular brands and include its Cracker Jill campaign.

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The Important Role of Intersectionality in the Ad Industry

Adweek

AAPI Heritage Month is an interesting and reflective time for many of us who exist within the community. It's special to hear the voices and stories of folks who are doing incredible things for the community and culture at large. It can also be a really interesting time to take a deeper view into the.

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How restaurants can get a slice of Gen Z’s $360B spending power

Marketing Dive

This generation's prioritization of time, social media and altruism — combined with a comparative mistrust of tech — sets it apart from millennials and Gen X.

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Dramatic Save the Children Ad Shows Kids in War-Torn Areas as ‘Tough, Resilient’

Adweek

Two youngsters survive a terrifying explosion in a town square, finding each other and escaping the mayhem--if only temporarily--through their own fantasy world in a heartbreaking new spot for Save the Children. The public service announcement, shot in downtown Lebanon and surrounding areas last year, comes from director Martin de Thurah and production company Bacon.

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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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Dish Makes Its Linear TV Inventory More Addressable

AdExchanger

Dish is making its linear TV inventory addressable. Advertisers will be able to buy addressable TV programmatically on Dish alongside buys on Sling TV, Dish's streaming service. The post Dish Makes Its Linear TV Inventory More Addressable appeared first on AdExchanger.

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How State Farm meets the challenge of Gen Z marketing with esports

Marketing Dive

The insurance firm’s “Gamerhood Challenge” is returning for a second year with bigger challenges and adding YouTube as a streaming partner.

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Ad Spend’s Slow Spell; The Engagement Advantage

AdExchanger

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. In The Slow Lane Dentsu is the latest company to revise its global ad spend forecast downward since The post Ad Spend’s Slow Spell; The Engagement Advantage appeared first on AdExchanger.

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How agencies’ relationships with RMNs are continuing to evolve in 2023

Digiday

Sponsored by Best Buy Ads As retail media networks proliferate, agencies are increasingly identifying RMNs as valuable opportunities for their brand clients as they seek quality audience data, meaningful reporting and insights, and authentic and engaging ad formats and creative. However, there are many options for them to work through as they select RMN partners.

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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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Two Ways Publishers Can Improve Programmatic Supply Efficiency

AdExchanger

It's possible to improve your efficiency as a publisher while also reducing your carbon footprint, with no cost to revenue. The post Two Ways Publishers Can Improve Programmatic Supply Efficiency appeared first on AdExchanger.

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Innovations in Search and Social [May 2023]

Basis

What’s new in the realms of paid search and social media? Basis’ Senior Vice President of Paid Search and Social, Amy Rumpler, compiles all the latest news, trends, and resources each month for easy access. Meta Outlines Its Evolving AI Ad Targeting Process [:03] Meta recently announced its new machine learning-based ad delivery process, Meta Lattice.

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Multi-Channel: a Holistic Approach to Targeting – Q&A with Edmund Mullins, StackAdapt

Exchange Wire

With ATS London 2023 now less than two weeks away, Edmund Mullins, director of inventory and partnerships, EMEA at StackAdapt, tells us about the current state of measurement, the importance of multi-channel campaigns, and the value of digital out of [.] The post Multi-Channel: a Holistic Approach to Targeting – Q&A with Edmund Mullins, StackAdapt appeared first on ExchangeWire.com.

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How gamers’ engagement with short-form video is changing

Digiday

Short-form video is one of the hottest media channels right now, and gaming influencers have taken notice, flocking to platforms such as TikTok and YouTube Shorts in increasing numbers. As their fans’ eyeballs follow, it is becoming imperative for marketers to grasp how gamers approach short-form video content. To better understand how modern gamers are engaging with short-form video, Digiday teamed up with Gamesight to pull key points from an exclusive report on gamers’ shifting video con

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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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The Future of Data-Driven CTV: Interview with PubMatic & Adalyser

Exchange Wire

As TV viewing behaviour continues to shift towards streaming services from linear broadcasting, many advertisers are finding it challenging to navigate the fragmented landscape and effectively reach viewers in meaningful ways. Furthermore, connected TV (CTV) comes with fewer barriers to [.] The post The Future of Data-Driven CTV: Interview with PubMatic & Adalyser appeared first on ExchangeWire.com.

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Inside SAG-AFTRA’s new deal with video platform Cameo

Digiday

A new deal was struck between The Screen Actors Guild — American Federation of Television and Radio Artists (SAG-AFTRA) and video platform Cameo on May 23rd in which performers can get union coverage through the celebrity video marketplace. With this initiative, SAG-AFTRA’s health and pension plans will give members access to more professional talent, and brands will be able to access more talent through Cameo for Business.

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Month Of Many …

Rob Campbell

So it’s the first of June. How the hell did that happen? On this day last year, I wrote about how amazing my May had been , well this year it seems the next 30 days will define how 2023 ends up for me. I’ve got my birthday. Jill’s birthday. Paul’s birthday. I get to go to the UK and see Paul and Shelly after a year. I then go to Cannes and get to present ‘Strategy Is Constipated, Imagination Is The Laxative’ with the wonderful and brilliant Paula Bloodworth an

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‘Not the future’: European publishers remain steadfast in blocking alternative IDs to third-party cookies

Digiday

No matter the situation, there will always be some publishers that flat out reject any touted alternatives to third-party cookies that they can’t control (sorry, ad tech). Even the mention of these alternatives seems to draw their ire. Can’t blame them, though. The owners of those technologies often profit more from a publisher’s audience than the publishers themselves.

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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.