Adweek
FEBRUARY 14, 2023
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.
The Ad Tech Blog
FEBRUARY 15, 2023
When you work as a contractor, you don’t have a job: you have a project. You don’t have a boss: you have a client. That freedom comes with a price: each project has an end date. It might be true for any job; however, it is more frightening when you know it will happen. If this project ends, how soon can I get a new one? Would I get paid more or less?
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Smart Insights
FEBRUARY 12, 2023
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.
Martech
FEBRUARY 14, 2023
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.
Advertiser: ZoomInfo
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
Adweek
FEBRUARY 13, 2023
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.
AdExchanger
FEBRUARY 14, 2023
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.
AdTech Trends brings together the best content for advertising professionals from the widest variety of industry thought leaders.
Martech
FEBRUARY 15, 2023
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.
Adweek
FEBRUARY 13, 2023
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?
VideoWeek
FEBRUARY 13, 2023
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.
Marketing Dive
FEBRUARY 15, 2023
The move, which goes into effect March 16, follows the removal of the Shop tab this month and arrives amid a period of revenue declines.
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Martech
FEBRUARY 16, 2023
Programmatic ad campaigns live and die on getting customer segmentation right. For B2C that means looking at large behavioral trends of big groups of people For B2B it’s a more detailed and intricate process, focused on the behaviors of very small, specific groups. We asked Annamarie Andrews, VP for global marketing at Cielo , an international talent acquisition partner, to walk us through two programmatic B2B ad campaigns — how they did it and what they learned along the way.
Adweek
FEBRUARY 16, 2023
Instagram is currently rolling out end-to-end encryption for direct message conversations on the photo- and video-sharing platform. This feature adds additional security to a user's conversations. Users have the option to activate end-to-end encryption for each of their conversations individually. Our guide will show you how to use end-to-end encryption in conversations in the Instagram.
AdExchanger
FEBRUARY 12, 2023
With so much reliance on third parties in all of our businesses, it is important to remain appropriately skeptical and vet each company. The post A Guide To Vetting Programmatic Partnerships appeared first on AdExchanger.
Marketing Dive
FEBRUARY 17, 2023
With more sophisticated in-house teams and the marketer saving millions, Pritchard said agencies will need to “see around corners” more than ever.
Advertiser: ZoomInfo
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.
Martech
FEBRUARY 15, 2023
In the modern ecommerce world, personalization is everything. It’s what engages customers, inspires them, and keeps them coming back. As the global economy remains uncertain, it’s important to apply those personalization tactics to your tried-and-true customer communication strategy — email marketing. Simply put, first-party data is the fuel you need to drive successful email personalization initiatives and strategies in ecommerce.
Adweek
FEBRUARY 13, 2023
In May 1998, a tank waving a Union Jack rolled through the streets of New York toward Times Square. Once there, the armored vehicle smashed through a wall of stacked cola cans. The intended message: America's soft drink giants, Coke and Pepsi, were under attack. Onboard was flamboyant British entrepreneur Richard Branson, who was promoting.
Ad Monsters
FEBRUARY 13, 2023
For some, Black history is a celebration that spans 28 days— or 29 on a leap year. But for others, Black history is a daily mantra. It is a dedication to the constant upliftment of Black people through community work, activism, and personal achievement. Black history often focuses on the trauma of our ancestors, and of course, we should always commemorate their bravery and sacrifice.
Marketing Dive
FEBRUARY 15, 2023
The hashtag #SuperBowlLVII on TikTok collected 225 million views, more than double the game’s TV viewership, according to new findings from Captiv8.
Advertiser: ZoomInfo
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.
Martech
FEBRUARY 17, 2023
What if you could tailor marketing messages at the granular level, based on where your consumers are, in real time? For example, by sending an opted-in text message to offer a discount on a product or service when a customer enters a pre-defined location, such as your brick-and-mortar store? Or by reminding your customers that it’s happy hour — and that you offer two-for-one appetizer specials — when they’re near your bar or restaurant during a specific time of day?
Adweek
FEBRUARY 16, 2023
A new wave of language-based artificial intelligence is offering brands novel ways to automate and augment creativity. But the threats that a flood of synthetic content online, in areas like marketing communications and brand safety, have marketers vexed. For marketers, threats include surges of fake reviews, coordinated campaigns of misinformation on social channels or the.
Bhatnaturally
FEBRUARY 12, 2023
Near 113 million people are likely to watch the 2023 Super Bowl. While there may be several other sports tournaments & properties which attract great fan following and prestige associated with them, the Super Bowl is unique because of its close association with advertising. It is seen as a great opportunity to create awareness, affinity, [.] The post Workday ‘rockstars’, Netflix-GM partnership for Super Bowl: creative ads of the week appeared first on Bhatnaturally.
Marketing Dive
FEBRUARY 13, 2023
By the numbers: Super Bowl LVII Takeaways from the big game's ads, including breakdowns by social engagement, popularity and more. February 13, 2023 • B.
Advertiser: ZoomInfo
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.
Martech
FEBRUARY 14, 2023
Artificial intelligence is being incorporated in virtually every martech application and impacting the customer journey at every stage of the funnel. It is certain that AI’s impact on marketing effectiveness and work will be profound, and the beneficial use cases are only now being unearthed. The practical and ethical challenges surrounding its use are certain to be profound as well.
Adweek
FEBRUARY 16, 2023
Make way for a new term in your sustainability lexicon: greenhushing, a practice stemming from brands' fear of appearing to greenwash. As people become more aware of, and concerned about, climate change, they're increasingly holding brands accountable for how their operations are impacting the planet--and whether they're upholding the claims made in their marketing.
AdExchanger
FEBRUARY 13, 2023
Although inflation affects everyone, the degree to which it impacts people is “very personal,” says Courtney Hilbert, senior director of analytics at Merkle. Understanding which customers are most negatively impacted The post Merkle’s Inflation Resilience Dashboard Makes The Universal Personal appeared first on AdExchanger.
VideoWeek
FEBRUARY 13, 2023
The new ad tech joint venture (JV) between Deutsche Telekom, Orange, Telefónica and Vodafone has received regulatory approval from the European Commission, setting the stage for the use of telco data in digital advertising. The European telcos will each take a 25 percent stake in the holding company, to be based in Belgium and run by independent management.
Advertiser: ZoomInfo
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.
Martech
FEBRUARY 17, 2023
The use of large language models like those developed by ChatGPT and Google are going to impact traditional search. There’s no doubt about that — and the changes are imminent. Some commentators see trouble looming. Chris Penn of TrustInsight recently told us : “(I)f unbranded search is the lion’s share of your search traffic, particularly your converting search traffic, you should be very concerned.
Adweek
FEBRUARY 16, 2023
When advertisers turned to digital advertising to capture peoples' attention during Super Bowl Sunday, they were prioritizing different digital channels than in 2022, with a pivot toward TikTok and away from Twitter, spurred by frictions with the latter platform and marketers finding equal-to-better performance elsewhere. The top 20 spenders on digital ads spent $3.02 million.
Ad Monsters
FEBRUARY 11, 2023
For decades, a proverbial glass ceiling kept Black professionals from rising to the top of their chosen fields. Unfortunately, cultural bias in the workplace kept them out of executive roles. While there is still much work to be done, Black professionals are breaking through the confines of systemic racism and thriving despite adversity. In ad tech, the glass ceiling for Black talent is shattering thanks to the work of people like Louis Jones, CMO at Brand Safety Institute.
Marketing Dive
FEBRUARY 13, 2023
Celebrity fatigue was prevalent in a night overly reliant on famous faces doing goofy humor, while a handful of emotionally driven spots hit the mark.
Advertiser: ZoomInfo
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.
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