2024

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Want to Cut Emissions From Your Ad Campaign? Try Old-Fashioned Billboards

Adweek

Out-of-home advertising could reduce the carbon emissions of your ad campaign. Global OOH ad agency Billups worked with carbon intelligence firm Cedara to measure the environmental impact of OOH compared with other ad formats. Cedara's research found that billboards and other traditional OOH ads were 188% more efficient that programmatic display ads, 246% more efficient.

Fashion 312
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Challenges in Implementing Federated Learning in Ad Tech

The Ad Tech Blog

Introduction Implementing federated learning in ad tech presents unique challenges that require innovative solutions. This article explores the key challenges and potential solutions for integrating federated learning into advertising technology platforms. Overview of Federated Learning Challenges Key Points Data Privacy: Ensuring user data remains private and secure.

Ad Tech 130
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3 of the Worst-Ever Tech Ads That Should Have Never Seen the Light of Day

Ad Rants

Whoever said that no publicity is bad publicity hasn't seen some of the worst-ever tech ads. According to Coherent Market Insights, the TV ad spend last year was worth $212.27 billion and is on pace to expand to $298.12 billion by 2030. That suggests a compound annual growth rate of 5% from 2023 to 2030. The research firm adds that TV advertising has long been a cornerstone of the ad sector.

Marketing 158
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Netflix Is Launching Its Own Ad Tech

AdExchanger

From its upfront stage, Netflix announced that its ad-supported plan now has 40 million monthly active users globally. It also shared plans to launch its own ad tech platform, plus new partnerships with more programmatic platforms and measurement vendors. The post Netflix Is Launching Its Own Ad Tech appeared first on AdExchanger.

Ad Tech 135
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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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How wisdom makes AI more effective in marketing

Martech

Warren Buffett, a towering figure in the financial world, voiced his concerns about artificial intelligence during his annual meeting in May. He compared AI to the development of nuclear weapons: “We let a genie out of the bottle when we developed nuclear weapons. AI is somewhat similar — it’s part way out of the bottle.” This underscores the potential risks and benefits that AI presents to society.

Marketing 125
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How Publishers Are Using AI Tools To Achieve Their Ad And Rev Ops Goals

Ad Monsters

Publishers leveraging AI to optimize workflows, engage audiences, and streamline ad operations are driving innovation across their content and revenue strategies. The AI race is sticky and has hurdles that could trip even the most seasoned publisher. Despite regulatory and ethical hurdles, many publishers still see the tech as essential for crossing the finish line.

Ad Ops 115

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30 Gen AI Campaigns Later, Klarna Cuts Annual Marketing Spend by 12%

Adweek

Swedish buy-now-pay-later company Klarna has launched nearly 30 topical marketing campaigns this year entirely created by generative AI, using the technology to generate ideas, write copy, and create images. While much has been said about AI tools boosting efficiency, the firm is also finding these campaigns are more effective. These campaigns, often tied to events.

Marketing 321
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Verizon Quietly Cuts Adfellows Program, Severing Key Path for Diverse Ad Talent

Adweek

Verizon is ending its annual adfellows program, ADWEEK has learned. Founded in 2017 by the telco's former CMO Diego Scotti, adfellows' nine-month fellowship provided career growth opportunities for diverse candidates. Adfellows will now be integrated across Verizon's early talent programs, according to Christina Schelling, svp and chief talent and diversity officer.

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Omnicom Confirms IPG Takeover And New Leadership Structure

Adweek

Omnicom Group has confirmed a takeover of rival holding company Interpublic Group (IPG). The mega-merger between the two New York-listed businesses will create the world's largest advertising group. John Wren, chair and chief executive (CEO) of Omnicom said in a statement the deal would combine "highly complementary data and technology platforms" to drive growth for.

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Exclusive: Startup ProRata.ai Launches AI Search Engine to Pay Content Creators

Adweek

Artificial intelligence startup ProRata.ai wants to bring a more equitable compensation model to media companies with the launch of its AI-powered search engine, Gist.ai. The startup uses gen AI to accurately attribute search results and share revenue with content owners. This revenue is generated by subscriptions and ads that run Gist. People can sign up.

Media 328
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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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The Creative Cases For and Against Jaguar’s Bold, Divisive Rebrand

Adweek

When you think of luxury, British-founded car marque Jaguar, what is the first image that springs to mind? Perhaps it's the brand's growling cat emblem. Maybe it's Ben Kingsley's starring role in its "Good to Be Bad" F-Type campaign. What about an Avant Garde-style film showcasing a diverse cohort of models in luminous outfits set.

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Fandom Debuts Helix, a Contextual Targeting Solution, to Unlock Unlikely Audiences

Adweek

Today, the fan platform Fandom, a user-populated library of gaming and entertainment content, unveiled its new contextual targeting solution, Helix. The product uses artificial intelligence and machine learning to taxonomize Fandom's 50 million pages of content, enabling the publisher to serve contextually relevant ads to users and unlock new, nonintuitive audiences for advertisers, according to.

Audience 310
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Dotdash Meredith CEO Talks Google AI, Adtech Acquisitions, and Unsentimentality

Adweek

Almost three years exactly after the digital media company Dotdash acquired Meredith Corp. in a $2.7 billion tie-up, the resulting business has finally hit its stride. After a complex, 18-month merger, the combined organization has now notched three consecutive quarters of double-digit revenue growth and boosted its profitability by streamlining its print operations, chief executive.

Media 321
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Exclusive: AI Startup Averi Secures $2M, Merging Human Touch with Gen AI to Remove Tedious Tasks

Adweek

Averi AI has emerged from stealth mode, raising $2 million in pre-seed funding. The firm--which has an initial valuation of $8 million--combines automating time-consuming marketing tasks, like planning a marketing calendar, researching competitors, and organizing a budget, with human experience by connecting brands to a vetted network of U.S.-based marketing specialists.

Marketing 316
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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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Electric Vehicle Brands Want to Move Beyond Politics—and Range Anxiety

Adweek

Electric vehicles aren't just for climate nerds. That was the underlying message of this year's Electrify Expo, a multi-city event promoting electric cars, bikes, motorcycles, and other battery-powered modes of transportation. Marketers from Ford, Nissan, Toyota, and others are working to clear up consumers' confusion around charging and simplify the switch from internal combustion engines.

Marketing 290
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1 In 4 Marketers Say the US Election Outcome Has Changed Their Marketing Strategy

Adweek

No story permeated American life more in 2024 than the presidential election. Now that the election is over, 28% of ADWEEK readers said the outcome has changed their company's marketing strategy. During the run-up to the election, some advertisers wanted nothing to do with the divisive headlines and contentious social content that often accompanied it.

Marketing 312
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Gary Vaynerchuk Thinks Brands Are Missing Out on Creative Built for Social Media

Adweek

According to Gary Vaynerchuk, marketers should spend more time developing creative for social media. At ADWEEK's Mediaweek event, Vaynerchuk, a serial entrepreneur and co-founder of the agency VaynerMedia, spoke with Jenny Rooney, Adweek's chief brand and community officer. Vaynerchuk said that creative content plays a crucial role in driving reach and providing consumer insights.

Media 317
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How Brands Find New Audiences As Media Habits Shift

Adweek

Brands are always on the hunt for new audiences. At ADWEEK's Mediaweek event in New York last week, executives from Coca-Cola's Bodyarmor Sports Nutrition and news publisher The Shade Room discussed how they're expanding their audiences by working with influencers and staying on top of changes to content distribution on social platforms. As a sports.

Audience 299
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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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Dick’s Sporting Goods Names David Young to Lead Its Retail Media Business

Adweek

Dick's Sporting Goods has a new executive to lead its retail media network. David Young has joined Dick's as a vice president to oversee the ad business. The retailer launched its retail media network, Dick's Media Network, in 2022. He brings more than 20 years of experience in managing media and ad networks, most recently.

Retail 260
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How US Brands Can Keep Up With the Live Commerce Gold Rush

Adweek

Live shopping and video commerce are exploding, driven by growing consumer interest and the success of global disruptors like Shein and Temu. These international players dominate their markets with highly engaging, frictionless shopping experiences and have expanded aggressively into the U.S., raising the stakes for domestic brands. This evolution parallels the introduction of TikTok in.

Marketing 298
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The 2024 Marketing Vanguard Award Winners Leading With Bravery and Creativity

Adweek

CMOs are some of the most storied executives in the C-suite. No wonder: Their jobs are complex, ever-changing, and head-spinning. Being a chief marketing officer takes grit, bravery, creative thinking, stamina, and comfort in chaos. The decisions they make every day can change the trajectory of brands and businesses. That's a daunting reality--but the payoff.

Marketing 328
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How Omnicom and IPG’s Data Assets Could Supercharge Its Creator Marketing Capabilities

Adweek

Omnicom's acquisition of Interpublic Group could shake up the creator industry. The potential deal would consolidate resources, data, and technology across the holding companies, giving clients access to more comprehensive influencer marketing strategies and tools. With more access to first-party data and combined relationships with influencer technology platforms, clients of the new Omnicom could see.

Marketing 278
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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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Olivia Rodrigo’s Sony Headphones Are Built for Gen Z

Adweek

Many brands simply add a celebrity's branding when working with artists. But Olivia Rodrigio has partnered twice with Sony to make custom headphones. After developing a pair of earphones called LinkBud S last year, Rodrigo and Sony launched two new earphones in October that retail for $200: LinkBuds Fit and LinkBuds Open.

Retail 324
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Jon Batiste Reveals The Creative Process That Led to Beethoven Blues

Adweek

Creatives, both in the advertising field and beyond, often face the tough task of reimagining the familiar--giving audiences what they expect, while at the same time completely surprising them. Consider Coca-Cola's recent work infusing their ubiquitous holiday ads with AI. The five-time Grammy Award-winning Jon Batiste had an even bigger task with the Nov. 15.

Audience 279
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Tastemade Cooks Up a Recipe App to Engage Its 100,000 Subscribers

Adweek

The independent food publisher Tastemade launched its first recipe app, Tastemade Cooking, in mid-November to deepen engagement among Tastemade+ subscribers and capitalize on the culinary fervor surrounding Thanksgiving. The app is technically the second in the Tastemade universe--the first, called Tastemade, is designed for streaming Tastemade video--and it aims to add value to a Tastemade+.

Food 331
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Financial Brand Empower Names Goodby Silverstein & Partners as Agency of Record

Adweek

Retirement and wealth management brand Empower has picked Goodby Silverstein & Partners (GS&P) as its new creative agency of record. GS&P will lead the brand's strategic and creative marketing efforts "as it seeks to help more Americans access the financial advice, wealth management, and retirement services they need to help secure their financial future," according.

Agency 278
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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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Drop Your Assumptions: Social Commerce Trends Buck Gender and Age Stereotypes

Adweek

Think you know what online shoppers want? Think again. Some current ecommerce trends challenge gender and age group stereotypes, a new report from Gale's commerce team found. The survey showed that men make more impulse buys online than women, and that younger consumers like seeing personalized ads in multiple places. Still, there are clear trends.

eCommerce 306
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5 Ways TikTok’s AI Ad Buying Tool Smart+ Can Catch Up With Meta’s ASC 

Adweek

After nearly two months of testing TikTok's Smart+--which lets AI optimize creative and choose who to serve an ad--there are some areas for improvement, four ad buyers told ADWEEK. Especially when compared to Meta's Advantage+ Shopping Campaigns (ASC), which launched in 2022. Granted, Meta's ASC has had more time to finesse its AI-buying tool, but.

Ad Tech 306
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Google Quietly Tests AI Search Ad Tool to Help Advertisers Reach New Audiences

Adweek

Google has been pitching advertisers on a new AI-powered search tool, called Search Bidding Exploration, which aims to find new pockets of valuable traffic. It does this by identifying lower-traffic queries within search that actually drive conversions, according to documents seen by ADWEEK. Low-traffic queries are when someone types in a less popular search query.

Audience 299
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OpenAI’s ChatGPT Search Goes Live, Taking On Google and Perplexity

Adweek

ChatGPT officially enters the search arena. On Thursday, OpenAI added an AI-powered search engine directly within its popular chatbot, ChatGPT. This move positions ChatGPT to compete with established tools like Google Search, Microsoft Bing, and the San Francisco startup Perplexity. OpenAI's "ChatGPT Search" will provide answers using up-to-date information from the web, including news, stock.

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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.