February, 2023

article thumbnail

How Ad Industry Experts Are Putting AI To Work

AdExchanger

AI has many business applications, from automating manual processes and monitoring data in real time to targeting customers more accurately. And industry players are increasingly using AI in their day-to-day The post How Ad Industry Experts Are Putting AI To Work appeared first on AdExchanger.

article thumbnail

Getting Back to the Basics of Human Connection

Adweek

Advertising is the only language of communication between the consumer and the brand. If you personify brands, and a consumer's experience with a product is the equivalent to a romantic courtship, then advertising is really about establishing the trust that gets you there. It's about uncovering, understanding and linking the needs and aspirations of one.

Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Trending Sources

article thumbnail

Five Ways Artificial Intelligence Will Impact Ad Agency New Business

Fuel Lines

Artificial intelligence (AI) can make business development easier and efficient. Artificial intelligence (AI) offers a wide range of benefits across a variety of industries and applications. Overall, AI has the potential to transform the way that businesses and agencies operate, leading to increased efficiency, accuracy, personalization, and innovation.

Agency 263
article thumbnail

E-commerce conversion rates benchmarks – 2023 update

Smart Insights

E-commerce conversion rate and lead generation landing page stats for desktop and mobile devices for benchmarking averages across different industries As you will know, conversion rates are often used as a KPI to review the effectiveness of e-commerce sites. Naturally, … The post E-commerce conversion rates benchmarks – 2023 update appeared first on Smart Insights.

article thumbnail

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

article thumbnail

Alkimi Exchange launches the world’s first decentralised ad exchange

Exchange Wire

Alkimi, the world’s first decentralised ad exchange, has exited beta and is now available for advertisers and publishers to buy and sell inventory through its blockchain-based programmatic platform. The exchange is built on an ultra-fast, scaleable, next-generation Directed Acyclic Graph [.] The post <strong>Alkimi Exchange launches the world’s first decentralised ad exchange</strong> appeared first on ExchangeWire.com.

article thumbnail

North Star goals for category leaders: Customer lifetime value model

Martech

This is the third of a four-part series on the North Star goals that set category leaders apart from their peers. You can find Part 1 (one-to-one, omnichannel personalization) here and Part 2 (first-party customer view) here. Sales and marketing professionals understand the continual pressure to reach and convert new customers to a product or service and how easier it is to keep a happy customer than win new ones.

More Trending

article thumbnail

A Fresh Look at B-to-B Marketing Through Social-Colored Glasses

Adweek

For decades, b-to-b brands have formed their visual identity and logos based on "professional" tones and styles. We've all seen them: blue or red text splashed on a plain white background with minimal additional color, often devoid of any personality or flair. Appropriate for a corporate audience? Sure. Effective in attracting today's social-first audience?

Marketing 332
article thumbnail

What is Google Ads Exchange: Definition, Benefits, How to Get Access, & More

AdPushup

Maximize your advertising potential with Google Ads Exchange. Discover the definition and how it works, including the benefits such as targeted audience reach and real-time bidding options. Acquired by Google in 2008, Doubleclick for Publishers, which is now known as Google Ads Exchange, has come a long way. Now Google Ads Exchange, also known as [.

article thumbnail

Social commerce 2023 trends and tactics: Grow your e-commerce strategy through social media

Smart Insights

Social commerce trends to create seamless e-commerce experiences directly in social channels your customers love One of the things that has always fascinated me about social media is the way it continues to adapt and evolve to changing consumer trends. … The post Social commerce 2023 trends and tactics: Grow your e-commerce strategy through social media appeared first on Smart Insights.

Media 132
article thumbnail

54. Lee Nadler – marketing DoubleClick in Silicon Alley

Paleo AdTech

Lee was the first head of marketing at DoubleClick, hired by co-founder Kevin O’Connor in 1996 as employee #16 with a mandate to help the other 15 people meet Kevin’s visionquest to “dominate internet advertising.” The startup had been clicked-off barely two years earlier in the basement of O’Connor’s home in suburban Alpharetta, Georgia.

Marketing 122
article thumbnail

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

article thumbnail

How to use AI and machine learning to personalize and optimize campaigns

Martech

AI is revolutionizing how marketers engage customers. Beyond how a chatbot like ChatGPT might change the way customers search, AI and machine learning models can also equip marketers with the power to personalize and optimize their messages to customers. Automation and optimization for personalized messages “[Automation and optimization] are two broad areas that marketers leverage machine learning for,” said Alex Holub, head of machine learning at customer data platform (CDP) company mParticle,

article thumbnail

Broadcast or Video? The Choice Broadcasters Have to Make

VideoWeek

Approaching a decade ago, I wrote an analyst report on ITV called “More than just linear TV” (which, funnily enough, is very similar to ITV’s current strategy tagline “More than TV”, and predates it, but I digress!). The crux of the report’s argument was that, as broadcasters built up their broadcast video on-demand (BVOD) services, they should be seen less as linear TV companies and more as video distribution platforms, and so increasingly agnostic as to their platform of distribution.

Agency 122
article thumbnail

How Mountain Dew Pitch Black Got in the Ring at WWE’s Royal Rumble

Adweek

The WWE wanted to bring back brooding superstar Bray Wyatt for the first time since July 2021. PepsiCo sought to resurrect its Pitch Black flavor of Mountain Dew, which had been dormant since 2019. Tag teams have formed under far flimsier premises. Almost a year before WWE's Royal Rumble on Jan. 28, WWE and PepsiCo.

Marketing 356
article thumbnail

Yahoo Shuttering Its SSP Is Evidence That Ad Exchanges Are Becoming Interchangeable

AdExchanger

Yahoo pulling the plug on its SSP demonstrates how difficult it’s become for supply-side platforms to prove their value in a commoditized marketplace. The post Yahoo Shuttering Its SSP Is Evidence That Ad Exchanges Are Becoming Interchangeable appeared first on AdExchanger.

article thumbnail

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.

article thumbnail

Benchmarking your digital marketing capability

Smart Insights

Using capability maturity models to review your digital maturity and set targets to improve digital marketing effectiveness We've been adding to our visual tools to help all members assess how well their businesses are adapting to using digital media and … The post Benchmarking your digital marketing capability appeared first on Smart Insights.

Marketing 130
article thumbnail

How Publishers and Advertisers Can Activate Sell-Side Targeting

PubMatic

The digital advertising industry has long had an imbalance of power between Big Tech and its walled gardens, and publishers and their ad inventory. Now, however, the balance is starting to shift as third-party cookies fade away and sellers like publishers and retailers find themselves in a prime position to capitalize with tactics like sell-side targeting.

article thumbnail

4 emails that customers will love — and help them love you

Martech

Is your brand easy to love? It is if your products and services are better than anyone else’s for the price. But that’s not the only way to create a lovable brand. Lovable brands embrace customers even when they aren’t in the mood or the market to buy. In dozens of ways, these brands show they appreciate shoppers for more than their lifetime customer value.

Retail 133
article thumbnail

Introducing the Sustainability in Advertising Guide 2023

VideoWeek

Today we’re delighted to be launching the Sustainability in Advertising Guide 2023. You can download your free copy here. Sustainability has risen up the ad industry’s agenda in the last few years, as it’s become increasingly unavoidable how urgently media and advertising – like every other industry – needs to work towards true sustainability.

article thumbnail

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.

article thumbnail

Michelob Unveils Full Caddyshack-Inspired Super Bowl Ad With Serena Williams

Adweek

Serena Williams stepped away from professional tennis in 2022 after a record-setting career. Now, she is taking on a popular pastime among retirees: golf. But, much like she changed the game of tennis forever, Williams isn't going to play just any round of golf. That is the premise behind Michelob Ultra's latest Super Bowl ad--released.

345
345
article thumbnail

81% of consumers embraced influencer marketing in the past year, study finds

Marketing Dive

Top performing influencer categories include food and beverage, health and wellness and beauty and personal care, according to Matter Communications.

Food 130
article thumbnail

What is your digital marketing maturity?

Smart Insights

Use our digital marketing maturity models to assess new opportunities for upskilling and digital transformation Ever since I’ve been involved in working with businesses to improve their digital marketing, I’ve seen huge variations in digital capabilities. That's why at Smart … The post What is your digital marketing maturity? appeared first on Smart Insights.

Marketing 125
article thumbnail

Cookies Are Behind Us. Probabilistic Data Is Ahead

AdExchanger

If we are to build a more virtuous circle of data usage, consumers must be at the center. How do we get there? The industry must break its addiction to The post Cookies Are Behind Us. Probabilistic Data Is Ahead appeared first on AdExchanger.

Cookies 117
article thumbnail

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.

article thumbnail

So how is this Web3 supposed to work?

Martech

Web3 is at that awkward moment when it is learning how to walk in a world that expects it to run. Like any new technology in its infancy, Web3 is babbling buzzwords—crypto, NFT, blockchain. The Web3 hype is tangible. This baby is growing up to be a doctor! The challenge for the digital marketer is to appreciate what the baby can do, when it grows up.

Pop-Up 129
article thumbnail

5 DSP Tweaks to Increase Programmatic Performance From an Expert Media Buyer

Ad Monsters

It takes one second to press the “launch” button. Millions more go into fine-tuning all the tumblers before and after. This piece by Kateryna Novatska tells how never to regret launching a campaign and never drain your media buying budgets away. Programmatic display CPMs may be cents, but they bring few clicks and often zero conversions.

CPC 111
article thumbnail

Views on Instagram Reels Fall as Platform Course Corrects to Images

Adweek

For more than two years, Instagram has been rebranding itself as a video platform, pushing short-form video format Reels in an effort to expand beyond its roots as a photo-sharing app and compete with TikTok. Creators, brands and publishers duly changed their tactics, adopting video strategies to stay relevant as their typical content no longer.

306
306
article thumbnail

Maybelline enlists its first-ever digital avatar for mascara launch

Marketing Dive

The virtual ambassador, named May, will help launch the Falsies Surreal Extensions Mascara and support future metaverse activations.

133
133
article thumbnail

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.

article thumbnail

Five Of The Must Underrated Modern-Day Marketing Skills

Martech Series

Marketers and martech: at a time when martech is considered to be the basis of everything that’s connected to marketing, it is crucial for marketing leaders to look for certain skills in their marketing teams (or boost existing skills) to adapt to an ecosystem that is widely digital-first and inspired by the use of various tech and martech. With martech at the core of marketing in the modern-day ecosystem, what matters most is not the use or adaption of ‘’too many’’ marketing technologies, but,

Marketing 110
article thumbnail

Why This Streaming Platform Decided To Work With Fewer Tech Partners

AdExchanger

The supply-path optimization trend is catching on with video publishers. The post Why This Streaming Platform Decided To Work With Fewer Tech Partners appeared first on AdExchanger.

113
113
article thumbnail

Campaign tracking in GA4: How to ensure your links are properly tagged

Martech

By July 1, 2023, Universal Analytics, the older version of Google Analytics, will cease to collect data. To get ahead, marketers should be well on the way to migrating to the preferred version, Google Analytics 4. After completing numerous UA to GA4 migrations, one issue that appears in almost all instances relates to categorizing existing marketing links into Google’s newly defined channels.

CPC 122
article thumbnail

Celebrating Black Pioneers in Ad Tech — Charles Cantu, Reset Digital 

Ad Monsters

Black professionals occupy just 3.7% of technical roles, according to the Kapor Center’s State of Tech Diversity report compiled last year. While there is room for improvement in diversifying ad tech, we want to celebrate the ones making strides daily. Over the past 20+ years, media vet Charles Cantu worked at companies like Disney, Comcast, and MediaMath.

Ad Tech 111
article thumbnail

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.