Adweek
APRIL 2, 2024
Business-to-business is, well, big business. (Its name alone contains double the business of B2C.) Consider this: U.S. B2B ecommerce sales are forecast to grow from $1.7 trillion in 2021 to more than $3 trillion by 2027, according to Forrester. And that's just online. Plenty more hospital equipment and accounting software are sold IRL. ADWEEK's second.
Seth Godin
APRIL 2, 2024
Fear is self-focused. Day to day, our fear is about us. What will happen if we give that speech, launch that project, get stuck in traffic, are eaten by an alligator… And generosity is about others. “How can I help?” Jumping in the water to save a struggling swimmer stops us from worrying about how we look in our suit or whether the water is cold.
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Adweek
APRIL 2, 2024
When creator Robyn DelMonte--who shares marketing ideas with her 650,000-plus followers on TikTok--walks into a meeting with a brand, it's not uncommon that only half of them have TikTok on their phones. "There's still such a disconnect," DelMonte said. "Sometimes I get a deck and it boggles my mind." At ADWEEK's Creator Roundtable, four top.
AdExchanger
APRIL 2, 2024
If Alex Schultz, Meta’s CMO and VP of analytics, had his way, the term “performance marketing” would be retired. To designate certain strategies and tactics as driving performance implies that other tactics, like brand marketing, don’t perform – and that’s simply not the case, Schultz says, on this week’s episode of AdExchanger Talks. Marketing is “100% […] The post All Marketing Is Performance Marketing appeared first on AdExchanger.
Advertiser: ZoomInfo
AI adoption is reshaping sales and marketing. But is it delivering real results? We surveyed 1,000+ GTM professionals to find out. The data is clear: AI users report 47% higher productivity and an average of 12 hours saved per week. But leaders say mainstream AI tools still fall short on accuracy and business impact. Download the full report today to see how AI is being used — and where go-to-market professionals think there are gaps and opportunities.
Adweek
APRIL 2, 2024
It used to take days to craft the perfect RFI response--the first of several steps agencies take when competing in notoriously arduous pitch processes. Now, planners at Stagwell agency Gale can do it in 90 minutes, with help from an AI bot that thinks like Brad Simms, the agency's chief executive. The bot is also.
Ad Monsters
APRIL 2, 2024
In 2024, research predicts advertising revenue will soar significantly across diverse sectors, driven by digital platforms and surpassing expectations, marking a pivotal year in industry growth. According to several US forecasts, 2024 promises to be a banner year for advertising. Last December, IPG Mediabrands predicted that ad spend would grow 8.4% this year, but last week, its research arm, Magna, raised its forecast, saying revenues would grow 9.2% to reach $390 billion.
AdTech Trends brings together the best content for advertising professionals from the widest variety of industry thought leaders.
Martech
APRIL 2, 2024
The customer data platform (CDP) is one of the fastest-growing categories of business technology today. To understand why, you have to look at some of the underlying challenges across many industries related to data, AI and personalization. Customers want an experience that’s more tailored to them. They gravitate to companies that understand who they are and what they need.
Adweek
APRIL 2, 2024
While neurodiversity remains underrepresented in advertising, a British household brand is on a mission to increase public understanding about autistic experiences. Vanish, a garment care brand owned by Reckitt, launched the second installment of a campaign to shift perceptions about autism. This time, it is calling on the general public and leaders in schools, businesses.
More About Advertising
APRIL 2, 2024
KFC UK & Ireland has appointed Uncovered as its new social media agency following a pitch. KFC is trying to engage and entertain its audience by staying on top of culture and tapping into emerging trends. KFC marketing director Kate Wall says: “We’re thrilled to be partnering with Uncovered – they seriously impressed us with … The post Uncovered wins KFC social media first appeared on More About Advertising.
AdExchanger
APRIL 2, 2024
Publishers are eager to work with big agency holding companies, but small and midsize brands (SMBs) get less publisher love, despite having great cumulative dollars to spend. And that’s partially due to access. SMBs lack the resources – the ad tech tools, time, money and people – to assume the media-buying operation across so many […] The post Media Disco Launches Self-Serve Ad-Buying Platform For SMBs appeared first on AdExchanger.
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Martech
APRIL 2, 2024
What’s the key to B2B marketing success? Influencers. B2B influencer marketing involves collaborations between creators and brands to develop and share content that promotes the brand’s products or services. The same influencers you see on your personal social media feeds could be the missing link in your B2B marketing strategy. Whether you’re looking at big fish with millions of followers or investigating micro-influencers with fewer than a hundred thousand followers, the investment is worth it
Digiday
APRIL 2, 2024
Media agencies that approach multicultural as a separate or smaller investment almost immediately hamstring their marketing strategies, argues one programmatic vendor — and it will negatively impact their engagement with communities beyond Gen Z and communities of color. In a whitepaper addressing multicultural trends and Gen Z that it is releasing this week, programmatic platform Direct Digital Holdings argues that multicultural communities have an increasing influence on brand preferences and
AdExchanger
APRIL 2, 2024
In 1897, a newspaper mistakenly published Mark Twain’s obituary, despite the fact that Twain was still very much alive. When Twain read it, he is famously quoted as having remarked, “The reports of my death are greatly exaggerated.” Supply-side platforms can relate. Cutting to the quick The past decade has been tumultuous for SSPs. The […] The post SSPs Rebut The Notion That They’re Just ‘Dumb Pipes’ appeared first on AdExchanger.
Digiday
APRIL 2, 2024
This year’s Digiday Video and TV Awards finalists focused on measuring results and proving ROI, crafting successful partnerships and collaborations, curating content experiences and utilizing emerging technologies. The shortlist entries showcase creativity, engagement and results, using audience understanding to produce impactful campaigns. Adobe emerged as a top finalist for Best Connected TV Platform, showcasing innovative strategies through Adobe Acrobat’s Performance CTV campaign.
Advertiser: ZoomInfo
ZoomInfo customers aren’t just selling — they’re winning. Revenue teams using our Go-To-Market Intelligence platform grew pipeline by 32%, increased deal sizes by 40%, and booked 55% more meetings. Download this report to see what 11,000+ customers say about our Go-To-Market Intelligence platform and how it impacts their bottom line. The data speaks for itself!
Ad Beat
APRIL 2, 2024
Here’s a thought exercise. How many times have recommendations from other people driven your purchase decisions? And how many times have you bought something online without checking the reviews first? As for me, I have done that a sum total of zero times. That’s right. I never buy anything without reading the reviews first. And I’m not alone in this. 9 out of 10 customers read reviews before they buy something online.
Digiday
APRIL 2, 2024
Four months into Google’s Chrome cookie conundrum , the loss of third-party cookies continues to push marketers to pursue alternative channels, like retail media. At least that’s the case for Scotts Miracle-Gro, a consumer lawn and garden products company. Retail media has long since been a key element of Scott’s media mix, according to Morgan Millard, director of omnichannel strategy and planning for Scotts Miracle-Gro.
AdExchanger
APRIL 2, 2024
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Flip Side AppLovin continues to expand beyond gaming – this time by investing $50 million in Flip, a shopping app with a social video feed, as part of its $144 million Series C round. Flip will also consolidate to AppLovin’s buy-side ad […] The post AppLovin Takes A Stake In Flip; Google Incognito Gets Called Out appeared first on AdExchanger.
Digiday
APRIL 2, 2024
If a brand is looking to reach the Super Smash Bros. community in 2024, there’s a good chance it is doing so through Luminosity Gaming. The Toronto-based esports organization, part of Enthusiast Gaming’s broader umbrella of gaming properties, has become one of marketers’ de facto entry points into the competitive scene for “Super Smash Bros.,” the decades-popular fighting game published by Nintendo.
Advertiser: ZoomInfo
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.
Rob Campbell
APRIL 2, 2024
We live in a place called Birkenhead in Auckland, NZ … not to mistaken for place in Liverpool with the same name. We had no idea what it was like when we bought our house on an online auction one Sunday morning in December 2020. At 2am. In England. Hell, we didn’t really have an idea what the house was like beyond some photos and a video from the real estate agent.
Digiday
APRIL 2, 2024
This article was first published by Digiday sibling WorkLife Traditionally, climbing the corporate ladder meant that once you excelled in your role, you would be promoted to manage a team and make more money. Management has historically been the only path to leadership. There was one problem: not everyone makes a good people manager. The expression “the best player doesn’t make the best coach” can ring true in the workplace.
More About Advertising
APRIL 2, 2024
New Commercial Arts is kicking up plenty of controversy this week. First it was complaints about its current Alzheimer’s Society campaign being too distressing, and now the Advertising Standards Authority has banned NCA’s Nationwide relaunch ad from last October. There were 282 complaints against Nationwide – including one from rival Santander – all questioning its … The post Nationwide ad ban puts NCA in the spotlight – again first appeared on More About Advertising.
Digiday
APRIL 2, 2024
This week’s Future of TV Briefing looks at how Axios’s entertainment division has its eyes on moving physical production in-house and getting into the scripted programming market. Axios goes to Hollywood Disney’s potential first female CEO, Amazon’s sports czar, the new YouTube aesthetic and more Axios goes to Hollywood Axios only formally unveiled its entertainment division in January, but the news publisher already has its sights set on expanding its foray into producing original shows and mov
Advertiser: ZoomInfo
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.
More About Advertising
APRIL 2, 2024
Here’s another of the those new brand platforms we all love so much, ‘The best things come to the curious’ from Fold7 for Carlsberg. The object being to “future proof the brand by by uniting consumers around the idea that many of the best things in life – ideas, beers, music, nights out, inventions – … The post Carlsberg goes global with ‘the best things come to the curious’ first appeared on More About Advertising.
Digiday
APRIL 2, 2024
This year’s Digiday Video and TV Awards finalists focused on measuring results and proving ROI, crafting successful partnerships and collaborations, curating content experiences and utilizing emerging technologies. The shortlist entries showcase creativity, engagement and results, using audience understanding to produce impactful campaigns. Adobe emerged as a top finalist for Best Connected TV Platform, showcasing innovative strategies through Adobe Acrobat’s Performance CTV campaign.
VideoWeek
APRIL 2, 2024
Cadent, an advanced TV specialist, has announced it will acquire AdTheorent, a machine learning-driven programmatic advertising company, for around $324 million. The deal will see the TV advertising firm purchase all outstanding shares of AdTheorent Holding Company for a cash consideration of $3.21 per share. The combined entity will provide omnichannel audience activation platforms for buyers and sellers of advertising, according to the companies, with a focus on providing performance advertisi
Digiday
APRIL 2, 2024
This year’s Digiday Media Buying and Planning Awards winners found success with data-driven, personalized and inclusive campaigns across the dynamic media landscape. Agencies and brands are increasingly leveraging emerging technologies and influencer partnerships to amplify brand messaging, engage target audiences and drive impactful results. In the new Best Use of AI category, home security leader Ring used AI to enhance its marketing strategy, particularly in search, amid growing competition.
Advertiser: ZoomInfo
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.
More About Advertising
APRIL 2, 2024
It’s now a year since Wall Street Journal reporter Evan Gershkovich (left) was detained in Yekaterinburg – the place where the Romanovs met their grisly end at the hands of the Bolsheviks – accused of espionage by the Russian authorities. He’s detained in Moscow’s Lefortovo prison and so far, mercifully, has survived, unlike some other … The post Mother marks anniversary of WSJ reporter’s detention with ‘Missing Stories’ first appeared on More About Advertisin
Digiday
APRIL 2, 2024
Parbinder Dhariwal, vice president, general manager, CVS Media Exchange Retail media networks have grown tremendously in recent years, and the market shows no signs of slowing down. A recent forecast predicts that retail media will be the fastest-growing market segment in the next three years , with spending expected to more than double to over $100 billion by 2027.
More About Advertising
APRIL 2, 2024
Some brands are still trying to “do good” although Reckitt stain remover Vanish and autism might seem a bit of a stretch. However Vanish and charity Ambitious About Autism says they’ve found 70% of autistic people think their lives would improve if people understood why clothes are so important to them. The More Than Just … The post Reckitt’s Vanish and Havas explore surprising significance of clothes for autism first appeared on More About Advertising.
Digiday
APRIL 2, 2024
Eric Shih, Chief Operating Officer, Cedara From government and industry regulatory requirements to corporate decarbonization efforts, brands and media suppliers face pressure to adopt a path to achieving zero carbon emissions — ad net zero. The growth of digital advertising and its colossal energy consumption — from data centers to servers, from transmission networks to electronic devices — contributes significantly to carbon emissions.
Advertiser: ZoomInfo
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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