September, 2023

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Making AI Work for Advertising

Exchange Wire

With AI mania driving heightened competition and elevating industry benchmarks, we are now faced with questions concerning the ad tech sector's trajectory. How can brands harness AI to enhance decision-making and deliver optimised experiences on a large scale? Nothing has been [.] The post Making AI Work for Advertising appeared first on ExchangeWire.com.

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Are you doing what you said you wanted to do?

Seth Godin

If you want to be a poet, write poetry. Every day. Show us your work. If you want to do improv, start a troupe. Don’t wait to get picked. If you want to help animals, don’t wait for vet school. Volunteer at an animal shelter right now. If you want to write a screenplay, write a screenplay. If you want to do marketing, find a good cause and spread the idea.

Marketing 133
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Monopoly Players Embrace Their Inner Villains in Hasbro’s Mischievous Campaign

Adweek

Monopoly's latest campaign is a brutal reminder that it's all fun and games--until your 8-year-old hands you an envelope that reads "final notice," and you discover grandma is secretly embezzling cash from the bank. Launching Oct. 9 in Canada and Oct. 24 in the U.S., "All is Fair" pays homage to the notoriously competitive spirit.

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Why Facebook, Google And Amazon Are Embracing Media Mix Modeling

AdExchanger

The three largest walled garden advertising platforms are investing in new measurement solutions, namely media mix modeling ­– even if it means giving credit to their competitors for driving conversions. The post Why Facebook, Google And Amazon Are Embracing Media Mix Modeling appeared first on AdExchanger.

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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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3 reasons why customer journeys are the key to better experiences and profits

Martech

Organizations that want happier customers should look holistically at the entire customer journey. It’s not enough to target individual touchpoints for improvements. Marketers need the big picture when it comes to customer experiences. “The ability to focus on customer journeys and reorient your organization around customer journeys is the great ‘unlock’ for companies that are struggling, perhaps, to make progress with their customer experience scores and their programs,” said Joana de Quintanil

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Barb Takes Over Running of CFlight in the UK

VideoWeek

Barb, the UK’s major TV measurement body, has today announced it will take over the running of CFlight, a cross-platform measurement solution, from January next year. The news brings together Barb’s own ‘gold standard’ measurement with CFlight tools, which enable advertisers to measure deduplicated reach and frequency of their campaigns across broadcasters linear channels and streaming services.

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More Trending

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Just looking

Seth Godin

Lots of people go to the beach but very few get in the water. 3,000 students go to the football game to watch 20 of their peers play. And we go to a conference to meet people and connect, and then spend most of our time hoping someone else will see us and care enough to meet us and connect. A friend just got to college and is a bit concerned that there’s not a lot to do at night.

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Why Major SSPs Monetize the Majority of the Web’s Low-Quality Websites

Adweek

Despite the industry's efforts, low-quality supply continues to be a regular component of the programmatic supply chain, according to July's Jounce Media report, which found that top supply-side platforms (SSPs) often sell as much inventory from premium publishers as sub-premium. Inventory classified as sub-premium includes made-for-advertising sites, non-viewable ad placement, and inventory that could only.

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Here’s Some Differentiation: SSPs Disagree About Their Responsibility For Vetting DSPs

AdExchanger

The dust has largely settled from MediaMath’s bankruptcy, but the fallout still has publishers questioning SSPs’ obligations to their partners. “There needs to be a retrospective on all SSPs and how they claim to understand risk management,” said one publisher who asked to remain anonymous, citing ongoing business with SSPs that clawed back revenue.

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SAS embraces generative AI for marketing

Martech

Leading analytics and data management provider SAS will integrate generative AI capabilities with its Customer Intelligence 360 marketing solution. Customers will be able to choose which generative AI providers to integrate into their SAS instance, including popular models like ChatGPT, open source models and their own proprietary models. Marketers will be able to use these capabilities to create marketing plans and build audience segments as well as generate personalized text content.

Marketing 127
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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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Digital Audio Advertising: A Vital Component of Your Next Multi-Channel Marketing Strategy

Exchange Wire

The world of audio is changing, and the possibilities for advertisers in the space are growing. In this article, Kym Treasure, founder & CEO of Audacia Audio, delves into the significance of digital audio advertising in today's dynamic marketing [.] The post Digital Audio Advertising: A Vital Component of Your Next Multi-Channel Marketing Strategy appeared first on ExchangeWire.com.

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The NFL gives creators access to its archives for content creation with pre-approved footage

Digiday

Last year, the NFL implemented a youth-centric strategy to strengthen the connection between players and fans — extending beyond the confines of the football field by working with creators from its network from diverse backgrounds, interests, and hobbies. This year, the league has embraced the burgeoning community of content creators, with a keen interest in engaging them to generate social media content for the NFL to continue its mission to appeal to younger consumers.

Media 98
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ChatGPT for you

Seth Godin

AI is a mystery. To many, it’s a threat. It turns out that understanding a mystery not only makes it feel less like a threat, it gives us the confidence to make it into something better. I use ChatGPT4 just about every day, and I’m often surprised at how frequently it surprises me, good and bad. There’s really no good reason not to play with it, put it to work and get smart about what’s happening.

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Grab a Free Bottle of Coca-Cola Zero Sugar Using AR

Adweek

In partnership with Tesco Group, Coca-Cola is inviting people to try a bottle of Coca-Cola Zero Sugar through an augmented reality experience running now across major cities in the U.K. The "#TakeATaste" digital out-of-home (OOH) campaign will see 3D anamorphic creative presented on OOH screens in London, Birmingham, Manchester and other U.K. cities.

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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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There’s No Need For Ads.json. Ads.txt Can Be Reformatted

AdExchanger

The proposal to transition ads.txt into ads.json comes with some major problems, and its benefits can be largely achieved in a far simpler way – by reformatting existing ads.txt files. The post There’s No Need For Ads.json. Ads.txt Can Be Reformatted appeared first on AdExchanger.

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A marketer’s guide to AI: Working with text generators

Martech

( This is the second in a series about how generative AI is impacting marketing. The first part is The rise of generative AI.) Despite the proliferation of visual content, words and text are still the mainstay of digital marketing. Without words to provide context, our images and videos wouldn’t have the meaning we all so desperately crave. Our content often revolves around words — from calls-to-action to product descriptions to social posts — marketers rely on language to tell a story.

SEO 123
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The Evolution of the Supply Chain: Q&A with Jason Barnes, PubMatic

Exchange Wire

“I think we have come a long way since Marc Pritchard’s infamous quote: ‘murky at best, fraudulent at worst’ in 2017. The industry deserves to be recognised for these efforts, however we now face a new set of challenges.” Ahead of [.] The post The Evolution of the Supply Chain: Q&A with Jason Barnes, PubMatic appeared first on ExchangeWire.com.

Media 114
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Startup debuts new AI models trained on Getty Images and other content as copyright concerns loom

Digiday

Generative AI may still be in a legal limbo, but one startup’s platform aims to solve some key challenges facing companies, artists and researchers when it comes AI-generated visual content. Bria AI, an Israel-based AI image generator, has created new foundation AI models trained with licensed content from stock image powerhouse Getty Images and other sources such as content marketplaces like Alamy and Envato.

Media 94
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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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No lunging

Seth Godin

I’ve been working hard on my juggling (actual juggling, not metaphorical juggling). The secret, as I wrote about in The Practice is the throwing, not the catching. If you get the throws right, the catches are easy. The way to focus on the throws is simple but culturally difficult: Errant throws don’t earn a lunge. Let them drop. Simply stand there and watch them drop.

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Ad Buyers Dismiss Google’s Claim of 5% Ad Price Hike as ‘Too Low’

Adweek

Google's admission to quietly inflating ad auction prices up to 5% for search advertisers, potentially increasing them by 10% for some queries, during the U.S. v. Google antitrust trial comes as little surprise to ad buyers. According to industry execs, the 5% figure is viewed as rather conservative, and the actual inflation rate could be.

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Infillion Is Gearing Up To Relaunch MediaMath Next Year

AdExchanger

Infillion announced it has officially closed its acquisition of MediaMath and intends to relaunch the DSP early next year. The post Infillion Is Gearing Up To Relaunch MediaMath Next Year appeared first on AdExchanger.

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The rise of generative AI:  A marketer’s guide to textual and visual AI content

Martech

I attended an amazing workshop over the weekend on AI and the future of creativity and once again had a “‘HOLY SH*T’ “holy sh*t” AI moment. During an online brainstorming session, I stumbled upon a plugin for the text-to-image creation tool, Midjourney, that would allow me to update any of the portraits created on the platform (and even ones not created on the platform) with the facial features of someone I knew.

Marketing 122
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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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After Winning Verizon Business, Ogilvy Snags Telecom’s Consumer Account

Adweek

Verizon has named Ogilvy creative agency of record for its consumer business. The move follows Verizon's December 2022 decision to award Ogilvy AOR duties for its Verizon Business unit. Ogilvy had begun working on consumer projects including Verizon's new consumer brand platform "It's Your Verizon" and the recently launched NFL Sunday Ticket campaign.

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Meta’s AI-fueled Advantage+ Shopping Campaigns Underwhelm Marketers

Adweek

Advantage+ Shopping Campaigns (ASC) have been among Meta's most high-profile ad product launches in the last year, but some marketers are finding the results lacking. The tool--which lets artificial intelligence, instead of the marketer, choose which audiences to serve an ad--has helped the company regain some of its mojo with buyers who had diverted spend.

Marketing 310
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Lego’s Latest ‘Find Your Flow’ Campaign Aims to Help Adults De-Stress

Adweek

Lego is not just a toy company that attracts construction-minded children--it's a brand that crosses generations. And to acknowledge that broad fanbase and remind them that play is worthwhile at any age, the brand has produced a campaign focusing improving mental health through sound. With the aim of reaching adult builders, Lego has released a.

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Client Briefs, Campaign Performance: How Ad Agencies Are Using Generative AI Today

Adweek

Over the past eight months, the ad industry has witnessed a definitive role for generative AI inside creative and media agencies; from decoding client briefs to amassing real-time insights on campaign performance, gen AI is getting the job done more quickly and efficiently. Across IPG's Momentum, S4 Capital's Media.Monks and independent agency PMG, the opportunities.

Agency 295
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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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Coca-Cola Uses AI to Put an Artistic Spin on QR Codes

Adweek

QR codes are typically an entirely functional way to direct mobile users to digital content, but Coca-Cola has put an artistic spin on the technology. With agency partner WPP Open X, the brand used AI technology to create QR codes that incorporate musical and visual elements. Each code is linked to a different scene and.

Agency 298
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Rejected Cannabis TV Ad Calls Attention to Opioid Crisis With Big Pharma Parody

Adweek

As a patient suffering from pain, you can potentially get a prescription for Vicodin, OxyContin, Percocet or another opioid during a doctor visit, with physicians in the U.S. writing 143 million such orders in 2020, according to the Centers for Disease Control and Prevention. But rarely, if ever, would cannabis be mentioned as an alternative.

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Soccer Publisher Men in Blazers Launches UK Studio and Seeks First Funding Round

Adweek

The multichannel soccer publisher Men in Blazers launched a production studio in the U.K. Monday, part of a larger bid from the company to capitalize on the growing wave of American interest in the sport by connecting domestic advertisers and European clubs to U.S. fans. The new seven-person studio, consisting of four audio and video.

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Bloomberg Media Restructures Sales Team to Streamline Events, Integrated Marketing

Adweek

Business and financial news publisher Bloomberg Media is restructuring its sales and marketing divisions around industries like tech, finance, auto, luxury and consultancy, rather than geography, to streamline operations and strengthen its appeal to advertisers, according to chief revenue officer Christine Cook. To lead the newly reorganized divisions, Cook created two new jobs and made.

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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.