Sat.Feb 03, 2024 - Fri.Feb 09, 2024

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Why integrations will be critical to AI in 2024

Martech

Almost every business today has access to similar AI tools, but outcomes are going to differ significantly based on how they apply the technology. Results depend not just on the AI you’re using, but how you integrate it into your existing tech stack, processes, and strategy. AI is incredibly good at gathering and analyzing huge volumes of customer data.

Finance 119
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‘They Put it Where?’ Cardi B Is Baffled as Men Misuse NYX’s Duck Plump Lip Gloss in Super Bowl Ad

Adweek

Cardi B is shocked--shocked!--that men have co-opted a NYX product and used it in a way that was never intended. Is she, though? After all, the rap star might have anticipated some shenanigans from the dudes of the world, given the suggestively over-the-top ad in which she stars for a lip gloss named Duck Plump.

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10 Effective Marketing Tips for Healthcare eCommerce Businesses in 2024

Ad Rants

The advent of healthcare-based eCommerce businesses represents a significant shift in how consumers access medical products and services. With the proliferation of digital technologies and the increasing demand for convenient healthcare solutions, these platforms have emerged as key players in the industry. Unlike traditional brick-and-mortar establishments, healthcare eCommerce businesses offer a wide range of medical products, supplements, and services that can be accessed and purchased from t

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What Do We Say to Emily? The Human Cost Of Advertising Data Abuse

AdExchanger

Last week, the Connecticut Attorney General published a privacy enforcement update that made my stomach turn. A consumer had sent a complaint to the AG’s office because they received an advertisement in the mail for cremation services after recently completing chemotherapy. Apparently, the individual had been part of a list sold to the cremation company by […] The post What Do We Say to Emily?

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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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Why it’s time to rethink your feedback emails and how to do it right

Martech

Which of the three statements below comes closest to your view when it comes to email surveys and review requests: A. Love ‘em! They’re useful, and we use the return data in our email program, customer profiles and product development B. Hate ‘em! We don’t get much helpful info from them and readers generally ignore them. C. Meh … They don’t do much for our email program, but we send them anyway to stay in the inbox and every once in a while, we get interesting comments.

Shipping 119
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Volkswagen Celebrates 75 Years in America in a Super Bowl Campaign From Johannes Leonardo

Adweek

Ever since the Beetle rolled into the U.S., confounding and exciting the American auto driving public, on Jan. 17, 1949, people have come to love Volkswagen. To celebrate 75 years in America, Volkswagen is telling visual tales about the history of the brand and its ardent fans. The campaign, "An American Love Story," by independent.

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IAB Tech Lab Says The Chrome Privacy Sandbox Is A Time Bomb That Will Break Real-Time Bidding

AdExchanger

The online advertising industry is in for the bumpiest ride of its existence. Of the 44 basic digital advertising use cases analyzed by the IAB Tech Lab’s Privacy Sandbox Task Force over the past few months, only a small handful remain feasible using the APIs in the Google Chrome Privacy Sandbox. According to the task […] The post IAB Tech Lab Says The Chrome Privacy Sandbox Is A Time Bomb That Will Break Real-Time Bidding appeared first on AdExchanger.

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Did martech break B2B marketing?

Martech

Part one: The promise Part two: The shift Part Three: The crossroads Part Four: Where do we go From here? Part one: The promise The birth of marketing technology brought so much potential to the marketing department. It was the early aughts. The Internet was booming…The cloud was clouding… Adobe and Salesforce were innovating. And martech was about to turn the world on its head.

MarTech 110
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Some Cookieless Alternatives … Still Use Cookies

Adweek

Brands are facing some pressure to test alternatives for targeting and measuring audiences once third-party cookies on Chrome disappear, scheduled for the end of this year. However, some solutions on the market that purport to prepare buyers and publishers for a future without cookies still use--and are greatly improved by--third-party cookies for targeting.

Cookies 270
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Jon Evans of System1: how to win the Super Bowl every day

More About Advertising

There’s a big opportunity most brands miss in the Big Game. Seize it and you’ll score big throughout 2024. As the biggest, most expensive audience left in advertising, the Super Bowl gives brands both a showcase and a classroom. What works in the $7 million+ spotlight can propel your advertising throughout the year. 115 million … The post Jon Evans of System1: how to win the Super Bowl every day first appeared on More About Advertising.

Audience 115
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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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Criteo Profits Bounce Back, But There’s A Tough Year Ahead

AdExchanger

The Criteo bounce back is in full effect after the company reported strong profit growth and continues to hit benchmarks distancing it from the old days of retargeting. Criteo made a miniscule Q4 revenue jump – from $564 million in 2022 to $566 million last year – but earned $62 million in profit during the […] The post Criteo Profits Bounce Back, But There’s A Tough Year Ahead appeared first on AdExchanger.

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75% of consumers made purchases as a result of SMS marketing

Martech

Three-quarters of U.S. consumers say they buy things as a result of SMS messages from companies, according to a new study. What’s more, 60% say they expect brands to text them at least once a week, according to Vibes’ Mobile Consumer Insights Report. On the other hand, 71% cite too many messages as the main reason they no longer want to hear from brands.

Marketing 111
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Inside Pluto TV’s First Super Bowl Appearance

Adweek

Pluto TV is celebrating its 10th anniversary on the world's biggest stage. The Paramount-owned ad-supported streaming service will make its debut Super Bowl appearance with a 60-second promo running in the second half of the Big Game.

Agency 282
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Jump in the lake

Seth Godin

The waters of Buck Lake are cool and clear and restorative. All summer, it’s tempting to go for a swim. But it’s also a hassle. You need to change your clothes, find someone to guard, bring a towel and most of all, gasp at the transition when the cold water hits. And yet… no one ever regretted going for a swim in Buck Lake. After a swim, everything is better.

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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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Don’t Make These 4 Common Influencer Marketing Mistakes

AdExchanger

Influencer marketing spending is poised to reach $7B in 2024, nearly tripling since 2019. Brands trying to cut through an increasingly noisy, saturated digital environment are finding growth gains by using the social media content of third-party personalities to promote their products or services. But, of course, mistakes happen as brands rush into the space. […] The post Don’t Make These 4 Common Influencer Marketing Mistakes appeared first on AdExchanger.

Marketing 122
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Why bottom-of-the-funnel SEO is the game-changer your B2B needs

Martech

Too often, companies focus SEO efforts on driving traffic with top-of-the-funnel content and keywords. While this approach can generate traffic, it often fails to convert them into leads and sales. In B2B, the opportunity is in optimizing for bottom-of-the-funnel queries and conversions. Let’s delve into how we turned our agency’s SEO strategy upside down and generated revenue as a result.

SEO 109
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Michael Cera Plays a Skincare Visionary in CeraVe’s Bizarre Super Bowl Teaser

Adweek

Actor Michael Cera's recent strange behavior linking him to skincare brand CeraVe is part of a Super Bowl campaign. A video featuring the Arrested Development star appeared today on a website called iamcerave.com. The website's heading is, "Michael CeraVe," with the description, "Human skin is his passion." In the film, Cera appears in a series.

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WPP backs new Mattes Schrader digital agency

More About Advertising

WPP is investing in a new digital agency, OH-SO Digital, launching in March in Hamburg and Prague with Berlin and Munich planned to follow. Founded by industry veteran Mattes Schrader (left, of SinnerSchrader, now part of Accenture Song), the leadership team has digital experts from agencies including Accenture Interactive, Accenture Song, C3 and Diconium.

Agency 111
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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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Is Your Marketing Technology Future-Ready?

AdExchanger

New year, same conversation. Generative AI exploded onto the scene more than a year ago, and now you can’t go an hour without a new announcement about AI. While AI isn’t new, the introduction of generative AI has brought about the art of possibility. It brought what seems impossible within arm’s reach. Suddenly content at […] The post Is Your Marketing Technology Future-Ready?

Marketing 113
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How agile marketing teams can work with AI

Martech

I remember when the web was brand new, unknown and scary to many people. The company I worked for was extremely traditional and vowed never to have a website or allow employees to use email. Well, that was in 1996, and as you can imagine, a few years later, they could no longer fight it because the world had changed. It seems like AI is causing that next paradigm shift.

Marketing 105
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Jennifer Aniston, the Beckhams and Usher Lose Their Memories in Uber Eats Super Bowl Ad

Adweek

Uber Eats' Super Bowl 58 ad mashes together celebrities including Jennifer Aniston and David Schwimmer, David and Victoria Beckham, and halftime performer Usher, all of whom forget key parts of their identities. The brand's fourth consecutive Big Game commercial, created by agency Special Group, will air during the third quarter just after the halftime show.

Agency 283
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Now brings human touch to Petplan

More About Advertising

Pet insurance is big business these days (an increasingly expensive one pet owners will tell you) and Petplan, owned by insurance giant Allianz, is a big player. For many, pets seem more important than people and indie agency Now riffs on this in a big new integrated campaign. Just 30 seconds here, also featuring celebrity … The post Now brings human touch to Petplan first appeared on More About Advertising.

Agency 111
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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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LiveRamp Revenue Bounces Back As It Reaches The Clouds

AdExchanger

LiveRamp continued a run of strong growth when it reported earnings on Thursday. The company returned to Q4 profitability with a net income of $14 million, up from a $30 million loss in 2022. Scott Howe, LiveRamp’s CEO, attributes success in the quarter to cloud-based integrations and an improved macroeconomic environment with clients. But LiveRamp […] The post LiveRamp Revenue Bounces Back As It Reaches The Clouds appeared first on AdExchanger.

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Navigating the future of marketing with data

Martech

Over the last 12 months, we’ve seen the sunsetting of Universal Analytics (UA) , the rise of generative AI , and major fluctuations in consumer spending owing to persistent inflation and eye-watering interest rates. Yet, amid these transformations, one thing has remained constant: our reliance on data. Data has fueled digital marketing for many years.

Marketing 107
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Inside Reese’s Frenetic Super Bowl Ad: Sight Gags and Slapstick Humor Intro a New Product

Adweek

Everybody takes bad news differently, and for seven characters in the Super Bowl 58 spot for Reese's, simultaneous overreaction is the order of the day. After a voice of god narrator suggests the unthinkable--Reese's is toying with a classic American confection--one man is so distraught that he drunks his face into a crock pot of.

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The pitfall of Big Game thinking

Seth Godin

In the US, today is a major holiday. The Superb Owl, with nachos, commercials and beer. People who don’t even watch football watch this game, and it’s one of the largest audiences each year on TV. For a certain kind of mass marketer, a Super Bowl ad has been the gold standard for 40 years, ever since Lee Clow and Jay Chiat did the original Mac ad.

Audience 109
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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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Viant Launches Generative AI Tool That Lets Advertisers Talk To Their Data

AdExchanger

Instead of squinting at reports, advertisers can now ask their data questions using generative AI. On Tuesday, Viant announced AI updates to its existing data platform, including the rollout of its Chat with Data tool. The tool delivers data reports and analysis directly to marketers, nixing the need for business intelligence analysts, data scientists or […] The post Viant Launches Generative AI Tool That Lets Advertisers Talk To Their Data appeared first on AdExchanger.

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Clinch adds digital audio to dynamic creative campaigns

Martech

Advertisers using creative optimization for video ads now can include ads for audio channels in these omnichannel campaigns. Today, ad-serving company Clinch announced it added audio channels to its Flight Control creative delivery platform. Previously, the platform supported video ads on video channels (CTV, video ads on websites) and now it also supports audio ads going to audio destinations like podcasts, streaming audio, etc., and to customize the creative using generative AI.

Video Ads 107
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Popeyes’ Super Bowl Ad Freezes Ken Jeong for 52 Years, Then Makes a Star Out of His Dog

Adweek

In 1967, a sketchy tabloid called The National Spotlite ran a story that Walt Disney, who'd died the previous year, had arranged for his body to be kept in cryonic stasis. The story wasn't true--but it wasn't entirely farfetched, either. In the late 1960s and well into the following decade, sufferers of incurable illnesses pinned.

Food 276
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All customers are the same

Seth Godin

[and all customers are different.] Customers are why you’re here. They pay the bills and they are the primary driver of your growth. But each adds a different amount of value to your organization and the journey you’re on. The customer who spends 100x as much as the average customer might be worth considerably more attention and care. The customer who has feedback that will help you understand how to serve similar customers might be worth listening to more closely.

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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.