Mon.Apr 08, 2024

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The Rise and Remit of the Chief Brand Officer

Adweek

There's a new chief in town: the chief brand officer (CBO). Does this mean the CMO role is becoming obsolete? Not at all. It simply means many companies are recognizing the shifting landscape of customer engagement and the implications and opportunities for better brand-building. In most organizations, the CBO role complements the CMO, where both.

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MarTech and AI: Revolutionizing Online Advertising in 2024

The Ad Tech Blog

Welcome to the cutting edge of change, where MarTech meets AI to redefine how businesses reach their audiences online. FAQs on MarTech and Its Evolution with AI As we delve into the intricacies of martech and AI, several questions arise. Below are some of the most common inquiries: What differentiates MarTech from AdTech? While both focus on reaching consumers digitally, martech covers a broader spectrum, including tools for creating, managing, and analyzing campaigns, whereas Ad Tech specifical

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Indie Design and Branding Agency Pearlfisher Names First Global CEO

Adweek

Independent design and branding agency Pearlfisher has chosen Jason Brown as the first global chief executive officer in its 32-year history to lead the firm as it makes plans for long-term growth. Brown will be based in New York, where he will lead global business growth across both Pearlfisher studios in London and New York.

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Surprise and uncertainty

Seth Godin

Until just recently, a solar eclipse wasn’t a tourist event. It was the cause of real panic. Two reasons that are worth considering: It was a surprise. They were not predicted. They were unexplained. No one had any idea what was going on. Eliminate surprise and explain the circumstances and panic starts to fade.

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5 Ways You Can Win Faster with Gen AI in Sales

Incorporating generative AI (gen AI) into your sales process can speed up your wins through improved efficiency, personalized customer interactions, and better informed decision- making. Gen AI is a game changer for busy salespeople and can reduce time-consuming tasks, such as customer research, note-taking, and writing emails, and provide insightful data analysis and recommendations.

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AI Data Center Demand Is Grossly Underestimated. Takeaways from Gen AI Leaders

Adweek

Tech industry leaders from Google, Salesforce, Adobe, Anthropic, CoreWeave and Amazon Web Services, met at Bloomberg Intelligence's annual AI summit at Bloomberg's New York City headquarters to discuss the advancements in generative AI, like the rise of autonomous agents and the soaring demand for data centers. Enterprise spending on gen AI is expected to reach.

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6 ways email marketing can elevate customer engagement and loyalty

Martech

Email has come a long way from its early days as a blunt instrument for blasting information to a wide audience. Today, it’s more like a Swiss army knife, with a use case for almost every situation across the customer journey. From the moment someone first encounters your brand to the ongoing relationship that follows a purchase, email is the connective tissue that binds these interactions together — if you’re using it correctly.

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Cookies Crumbled: An Expert Roadmap for Thriving in Marketing’s New Era

Ad Monsters

Google started deprecating third-party cookies on January 4, 2024, but most companies are unprepared for the cookieless future. A 2023 EMARKETER survey reported that 50 – 90% of industries hadn’t yet invested in non-cookie programmatic ads. Now, feedback on Google’s Privacy Sandbox fuels more confusion. The IAB Tech Lab found few use cases viable in the Sandbox.

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Why Tito’s, Southwest and Jack Daniel’s Keep Going Back to Willie Nelson’s ‘Anti-Festival’

Adweek

From the main stage at Willie Nelson's annual music festival, North Carolinian folk singer and songwriter Lou Hazel asked the small audience gathered for his early set: "How's everybody doing?" A lanky, grey-haired man in the front row shouted back, gleefully: "We're in Luck!" Enveloped in near-constant clouds of barbecue smoke and weed, the rest.

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Marketing Briefing: Why marketers believe brand ambassadors alleviate influencer marketing concerns

Digiday

Marketers are looking to mitigate potential risks of influencer marketing by working with more brand ambassadors this year. Some see it as a lingering ripple effect of the Bud Light uproar — it’s just over a year after the backlash for the beer brand hit a fever pitch and marketers remain fearful of the potential damage a boycott to an influencer partnership can do to their brands.

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Potty Humor: Scott Debuts a Cheeky Short Film About a Bathroom Nightmare

Adweek

This thriller-inspired mini-movie from Scott bathroom tissue could've been called "Potty Nightmares: Number 2." Alas, it's not--decide for yourself if that's a missed opportunity. The brand, continuing to break with marketing convention in the personal care category, has developed a new long-form ad based on consumers' paranoia about running out of toilet paper.when they need.

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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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What BuzzFeed’s CEO really means about pivoting the business to be an AI media and tech company

Digiday

BuzzFeed CEO Jonah Peretti published his annual letter to shareholders Monday afternoon , outlining his vision to turn the flagship BuzzFeed publication into an AI-driven technology and media company. The “pivot to AI” may be the new “pivot to video” of years’ past (which wasn’t a great strategy for most, to put it kindly). Peretti himself once touted the opportunities in short-form video and creator networks.

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Hennessy’s Absurd, Stylish Films Shake Off Stiff Brand Perceptions

Adweek

While people tend to drink cognac neat or on the rocks, Hennessy wants to shake things up with a playful and stylish campaign that shows the spirit's versatility. "Made for More" is the debut work for Hennessy by agency Wieden + Kennedy Amsterdam, which won the account from previous agency Droga5. The campaign shows viewers.

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The Ad Industry Urgently Needs Consistent Privacy Standards

AdExchanger

Last week, I had the opportunity to speak at the 2024 IAB Public Policy and Legal Summit in Washington, DC, about the importance of standardization in privacy compliance, discuss the IAB Diligence Platform, and hear directly from regulators about what they are looking for. Standardization is an urgent issue for three reasons. Advertising is now […] The post The Ad Industry Urgently Needs Consistent Privacy Standards appeared first on AdExchanger.

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Scripps Upfront Pitch Deck Showcases Caitlin Clark WNBA Games, ION Rebrand

Adweek

The E.W. Scripps Company wants to flip the script on how advertisers see it this upfront season, and it's doing so with a little help from Caitlin Clark. With upcoming opportunities around Caitlin Clark and the Indiana Fever and an ION rebrand, Brian Norris, the company's chief revenue officer, told ADWEEK that he wants marketers.

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10 Ways to Leverage Buyer Signals and Drive Revenue

In today’s ultra-competitive markets, it’s no longer enough to wait for buyers to show obvious signs of interest. Instead, sales teams must be proactive, identifying and acting on nuanced buyer behaviors — often before prospects are fully ready to make a purchase. In this eBook from ZoomInfo & Sell Better, learn 10 actionable ways to use these buyer signals to transform your sales strategy and close deals faster.

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Publisher strategies: How publishers are optimizing revenue streams

Digiday

01 Introduction Publishers are placing their bets on both traditional and alternative revenue streams in 2024 — even after a tumultuous 2023, when publishers’ revenues turned out to be less lucrative than expected and the media industry saw a seemingly endless cycle of layoffs. Despite those challenges, direct-sold display ads remained a top revenue driver for publishers throughout 2023 and, in actuality, direct-sold ads have been publishers’ top revenue stream since 2020.

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The Social Playbook Is Dead. Long Live the Social Philosophy

Adweek

It's the summer of 2023 and our team is putting the final touches on a 100-page social playbook for a client. Boom, another social platform launches. It's not the first (or last) time this has happened. But at the time, this thought occurred: Why are we spending hundreds of hours and thousands of dollars on.

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Hiring a business analyst: Best of the MarTechBot

Martech

Best of the MarTechBot showcases the MarTechBot’s responses to prompts submitted by readers. See more about how marketers are using MarTechBot here. The language model is based on content from MarTech embedded on top of ChatGPT. The editors of MarTech selected this response for its usefulness and have supplemented it with additional relevant content.

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Adweek Podcast: Design Justice Can Help Brands Create More Considerate, Inclusive Work

Adweek

Over the past year, the ad industry has witnessed a deprioritizing of DEI initiatives through a series of events: CMOs are back to focusing on hard-hitting business goals, brands are hesitant to use LGBTQ+ marketing and the data shows women make up 37% of the industry employees, still down from 50% before the pandemic.

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Signal-Based Selling: How to Leverage 4 Key Buying Signals

As prospects define their problem, search for solutions, and even change jobs, they are generating high-value signals that the best go-to-market teams can leverage to close more deals. This is where signal-based selling comes into play. ZoomInfo CEO Henry Schuck recently broke down specific ways to put four key buying signals into action with the experts from 30 Minutes to President’s Club.

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How Linktree vp Lara Cohen is championing for creators to get a bigger piece of the pie

Digiday

Subscribe: Apple Podcasts • Stitcher • Spotify The creator economy is bursting at the seams as brands tap into social media stars, both big and small, hoping to recreate word of mouth-style marketing online. In fact, agency clients and brands invested more in influencer marketing in 2023 than they did in 2022, according to Digiday+ research.

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Xbox ‘Field Trips’ Open Up Learning Opportunities Through Gaming

Adweek

Though sometimes derided as mindless entertainment, video games have deeper potential; in fact, some of the most recognizable games of all time are learning-based. As gaming evolves, so does the potential for teaching through play. "Beyond Xbox: Field Trips" supports children's learning through audio lessons accessed on Spotify.

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How Warby Parker and Herbivore leveraged the solar eclipse in brand marketing

Digiday

This article was first published by Digiday’s sister site, Glossy. This is not Warby Parker’s first time marketing around a solar eclipse. The 14-year-old brand first distributed ISO-certified eclipse glasses around 2017’s “Great American Eclipse.” As co-founder Neil Blumenthal told Glossy, “Who doesn’t love a celestial event?” Ahead of the 2024 Total Eclipse on Monday, the brand began distributing the same glasses through its 240 retail locations on April 1.

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AMC Networks’ New Walking Dead Spinoff and Upfront Pitch Feed Into Doggone Fandom

Adweek

The new The Walking Dead spinoff is going to the dogs, and AMC Networks wouldn't have it any other way.

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Activating Intent Data for Sales and Marketing

Sales and marketing leaders have reached a tipping point when it comes to using intent data — and they’re not looking back. More than half of all B2B marketers are already using intent data to increase sales, and Gartner predicts this figure will grow to 70 percent. The reason is clear: intent can provide you with massive amounts of data that reveal sales opportunities earlier than ever before.

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Google Considers Charging for AI-Powered Search; New York Times to Adopt External Attention Measurement Metric; Nvidia and Indosat to Build $200m AI Centre 

Exchange Wire

On today’s news digest: Google Considers Charging for AI-Powered Search; The New York Times to Adopt External Attention Measurement Metric; Nvidia and Indosat to Build $200m AI Centre Google is considering charging for new premium features – this move would [.] The post Google Considers Charging for AI-Powered Search; New York Times to Adopt External Attention Measurement Metric; Nvidia and Indosat to Build $200m AI Centre appeared first on ExchangeWire.com.

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For Generative AI, The Entire Web Is An Empty Milkshake; Publishers Vs. Privacy Sandbox

AdExchanger

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. When All The Data’s Not Enough Last week, YouTube CEO Neal Mohan warned OpenAI that ingesting data from public videos to train its AI models would be a terms of service violation. OpenAI fully did this, by the way. The response was mostly […] The post For Generative AI, The Entire Web Is An Empty Milkshake; Publishers Vs.

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Vevo and KERV Bring Shoppable Ads to Music CTV Channels

VideoWeek

Shoppable video is fast becoming a priority for connected TV publishers looking to build out additional revenue streams. Studies suggest at least 70 percent of consumers use a second screen while watching TV, and CTV publishers are looking to tap into that behaviour, offering viewers the chance to instantly shop the products they see advertised on TV.

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Over Engineered For The Lazy Or Psychotic …

Rob Campbell

As you know, I like gadgets. I’ll go further … I like s**t gadgets. My bank history is littered with decisions of madness. From robot balls to pens that can write in any colour imaginable to stupid badges and cups for colleagues to a bloody windmill. Part of it is because I just find weird s**t, fascinating … part of it is because I’m a f **g idiot … but believe it or not, over the past few years I’ve got much, much better grip on my ‘stupidity spending&

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Predicting the Future of Sales: How AI and Automation Will Revolutionize Strategies

In this exploration, we're diving into predictions about the future of sales. We're talking about a complete shake-up powered by automation and artificial intelligence (AI). These aren't just fancy tools — they're real game-changers. Automation and AI are here to redefine every interaction, making them smarter, faster, and more meaningful. From personalized customer journeys to streamlined sales processes, the goal is to make every moment count, enhancing both efficiency and connection.

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Red Brick Road wins Skipton Building Society

More About Advertising

Building Societies once looked likely to be consigned to history in the UK. After Mrs Thatcher’s ‘Big Bang’ in financial markets most became banks – the Halifax, the biggest, is now part of Lloyds. Now they’re in the news again, in part thanks to the efforts of agency New Commercial Arts whose campaign for Nationwide, … The post Red Brick Road wins Skipton Building Society first appeared on More About Advertising.

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Go for the Gold: Reach Olympics Fans on Mobile

Digital Turbine

Get ready to wave those flags—it’s almost time for the Olympics! The Olympics captivate and unite audiences worldwide, from the thrill of competition to the triumph of victory. In today’s digital age, mobile devices add to the excitement, offering brands plenty of chances to reach enthusiastic audiences. Let’s see how brands can connect with Olympic viewers on mobile.

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Burger King tips a wink to Old Spice in new ‘Foodfillment’ campaign

More About Advertising

Every years ads have their changing fashions – this year it seems to be back to wacky humour (maybe Cannes Lions’ fault for introducing a humour category) and, inevitably, a new brand platform. Burger King UK has ‘Foodfillment’ for the latter, with a new ‘gourmet’ range, and one Martin (who borrows a little from the … The post Burger King tips a wink to Old Spice in new ‘Foodfillment’ campaign first appeared on More About Advertising.

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It’s Time for Publishers and Advertisers to Get to Grips with Tech Lab’s New Video Ad Definitions

VideoWeek

Digital video is a broad church, encompassing a wide range of different formats – each of which is quite different from both the consumer’s and the advertiser’s perspective. A full-screen pre-roll ad on a streaming platform for example is very different from a small, muted, autoplay video ad crammed into a banner at the side of an article.

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Enterprise ABM Marketing Tools: A Marketers Guide

Savvy B2B marketers know that a great account-based marketing (ABM) strategy leads to higher ROI and sustainable growth. In this guide, we’ll cover: What makes for a successful ABM strategy? What are the key elements and capabilities of ABM that can make a real difference? How is AI changing workflows and driving functionality? This Martech Intelligence Report on Enterprise Account-Based Marketing examines the state of ABM in 2024 and what to consider when implementing ABM software.