Martech
DECEMBER 16, 2024
The AI revolution is transforming the search landscape rapidly, leaving traditional SEO tactics struggling to keep up.Heres a 13-point roadmap to help you deal with changes caused by AI technologies. These include large language models, knowledge graphs, and conversational search engines. By adopting modern strategies, you can thrive in a world dominated by AI search and increasingly closed ecosystems.
Adweek
DECEMBER 20, 2024
Volvo is shaking up its media agency roster for the first time in 25 years. IPG Mediabrands' Initiative has won Volvo's global media review, ADWEEK has learned. The account spans all regions outside of China, with key markets including the U.S., U.K., Germany, Sweden, Japan, Australia, Korea. Work will begin in 2025 after a brief.
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AdExchanger
DECEMBER 19, 2024
Publisher C-suite drama has been making headlines recently. Plus, there are now 27 different active lawsuits against various AI content generation companies. The post What You Looking At, Chief?; Copycat Cases appeared first on AdExchanger.
VideoWeek
DECEMBER 17, 2024
After a year dominated by Google’s cookie u-turn, digital marketers find themselves at a crossroads. Mathieu Roche, CEO and Co-Founder of ID5, makes the case for tech platforms to steer them towards alternative ID solutions. The ad tech industry found itself at a stalemate after Google made its infamous cookie u-turn this past July. If Google was no longer removing cookies but leaving it up to users to opt in or out, what did this mean for an industry that had spent the past four years exp
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
Martech
DECEMBER 16, 2024
As marketers, weve put a lot of work into fooling ourselves. We think we know what were doing. But its all a lie. Think about it our so-called expertise is built on a foundation of assumptions (sprinkled with data) as shaky as a house of cards on a diving board. We spend millions creating a marketing mix based on assumptions crafting buyer personas and guessing at customer problems.
Adweek
DECEMBER 19, 2024
ESPN is assembling a new team. Today, the sports network announced the debut of the ESPN Squad, four animated characters that viewers see when watching ESPN's content. ESPN Squad was developed by ESPN Creative Studio and is designed to bring fun and entertainment to audiences, while introducing something unexpected to the ESPN ecosystem. The main.
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Seth Godin
DECEMBER 20, 2024
If it happened to us, our memory of it is a story, our record of it with us at the center. Even if it’s on video, even if other people were there, our narrative and the context and the play by play belong to us. The useful question might be: “Is my story helpful?” And the follow on could be: “Is there any other version of this story that might be more helpful?
Martech
DECEMBER 20, 2024
“Advertisers are looking for more of a full-funnel approach, from end to end, working with a smaller set of DSP partners, thinking about a way to connect all the touchpoints and to be more personal, to tailor that message. The paths all need to unite to be able to have the right data, the right touchpoints, the right customer journey.” Thoughts from a wide-ranging conversation on retail marketing and advertising with Sherry Smith, executive managing director, Americas, at digital adv
Adweek
DECEMBER 20, 2024
The mood at Party City was far from festive Friday, as CNN reported that the retailer will abruptly shut down its stores and let all employees go at the end of the day, ending a run of nearly 40 years. Party City specialized in items such as balloons, Halloween costumes, and party goods, and CNN.
AdExchanger
DECEMBER 17, 2024
Olivia Kory has experience up and down the online advertising supply chain, including at Sonos, Netflix, Quibi, TubeMogul and the Publicis agency Starcom MediaVest. Its been a long road home to Detroit, where she works remotely as head of strategy at Haus, an ad measurement and incrementality testing startup. In this weeks episode, we catch […] The post For Incrementality Testing, Its One Step At A Time appeared first on AdExchanger.
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Ad Monsters
DECEMBER 19, 2024
Missed the most buzzworthy ad tech stories of the year? Dive into AdMonsters Wrappers top six issues of 2024, where we unpacked the news that shaped digital advertisingAI, antitrust, streaming shifts, and more. In 2024, ad tech kept us on our toes with innovation, controversy, and everything in between. From the AI surge reshaping publisher strategies to antitrust showdowns, publishers and advertisers navigated seismic shifts in the digital landscape.
Martech
DECEMBER 18, 2024
The rise of generative AI has fueled an explosion of data, creating immense potential for marketers. However, navigating this abundance requires sophisticated tools to extract actionable insights from the noise. With insights from Tooba Durraze , Ph.D., founder and CEO of data analytics firn Amoeba, lets explore how AI-powered solutions can turn overwhelming data into actionable marketing intelligence.
Adweek
DECEMBER 19, 2024
Founded during the pandemic and forged amid an ongoing war with Russia, Ukrainian agency Bickerstaff.734 has been through a lot since its launch in Kyiv four years ago. As the war broke out and staff scattered across Europe, the agency put out lauded work for its clients while fighting Russian aggression with creativity. Still staunchly.
AdExchanger
DECEMBER 19, 2024
With both Christmas and New Years falling right in the middle of the week this year, lets be honest with ourselves: For all intents and purposes, 2024 is already over. Which means now is a fine time to see how far CTV advertising has come by looking back at some of this years most-read stories on AdExchanger. The post AdExchangers Top 3 CTV Stories Of 2024 appeared first on AdExchanger.
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.
Seth Godin
DECEMBER 18, 2024
A generation ago, the Generals ruled. General Motors, General Foods, General Mills, General Dynamics… they were big, and they had a lot to lose. As a result, people trusted them to show up and keep their promises–it just wasn’t worth letting a few people down at the risk of their reputation. The same was true for folks like Mr. Peanut, Mr.
Martech
DECEMBER 18, 2024
Consumers arent just using their phones to research products they see on TV, theyre using them to make purchases. Seventy-seven percent of smart TV owners said they frequently make mobile purchases based on TV ads they see, according to a recent study by Samsung Ads. This behavior will carry through the rest of the holiday season as Salesforce forecasts a high volume of mobile shopping.
Adweek
DECEMBER 18, 2024
This month, The Weber Shandwick Collective (TWSC) got a new CEO--but it seems like there won't be much of an adjustment period. Susan Howe stepped into the chief executive role at the communications agency on Dec. 2, and since joining nearly 29 years ago, she has held successive leadership roles running the gamut from regional.
AdExchanger
DECEMBER 18, 2024
The programmatic ecosystem is constantly changing. If publishers dont evolve with it, they risk going extinct. Over the past decade, A360 Media has transformed its business model in response to shifting ad industry trends. Formerly known as American Media, Inc., its legacy print business revolved around tabloids like The Star and its flagship publication, the […] The post How Us Weekly’s Publisher Turned Away From MFA appeared first on AdExchanger.
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.
More About Advertising
DECEMBER 20, 2024
Every Christmas there’s a standout airline ad, and this one by McCann Madrid for Iberia Airlines takes the prize for 2024. At check-in, four passengers are presented with a choice: return home for Christmas as planned, or take an all-expenses paid trip to their dream destination. Then the cameras – and the families at home … The post Ultimate Christmas dilemma: Iberia airlines puts travellers to the test first appeared on More About Advertising.
Martech
DECEMBER 20, 2024
Are you pouring time and effort into content that routinely underperforms? Youre not alone. Many B2B marketers spend countless hours crafting content, only to watch it fall flat. Why? Because even well-intentioned content can miss the mark if it doesnt resonate with your audience. The truth is that your audience is bombarded with content every day. If yours doesnt stand out, deliver value and connect with the right people, it wont get the attention it deserves.
Adweek
DECEMBER 20, 2024
In 2024, brands leaned into creators that had unique perspectives to reach specific demographics. But brands also need to stay ahead of the curve in finding the next big creators to work with. The next wave of creators are appealing to Gen Z audiences with niche content about topics like beauty, politics, and education. ADWEEK.
AdExchanger
DECEMBER 17, 2024
This year, numerous publications (including AdExchanger) have reported stagnation in the gaming segment of the advertising ecosystem. These reports reference recent studies by the IAB and WARC/Dentsu, which found that brand advertising spend on video games still lags behind audience time spent playing these games. For those who have been championing in-game advertising for years, […] The post If Games Want Brand Advertising, They Should Play By Brands Rules appeared first on AdExchanger.
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.
Digiday
DECEMBER 17, 2024
Damian Garbaccio, Chief Business and Marketing Officer, Affinity Solutions CTV and retail media are some of the fastest-growing advertising channels and the spend is only going to increase. CTV ad spend is forecast to reach $33.35 billion next year, accounting for 7.8% of all spend while retail media networks will reach a stunning $62.35 billion, accounting for 14.7% of spend.
Martech
DECEMBER 18, 2024
In two decades of guiding B2B enterprises through digital trends and transformations, I’ve witnessed seismic shifts in consumer behavior. None of them quite compare to what we’re seeing with Gen Z. The first truly digital-native generation is solidifying its standing in the workforce and gaining increasing purchasing power. As they do, their impact is fundamentally transforming what we market and why.
Adweek
DECEMBER 20, 2024
Helene Dick has joined independent creative agency Special US as head of strategy, the agency shared with ADWEEK. She will report to Special Group CEO Kelsey Hodgkin. Dick is a seasoned agency executive, having spent more than two years prior at TBWAMedia Arts Lab as executive director of strategy for the Apple account, where she.
Seth Godin
DECEMBER 15, 2024
Like all good metaphors, it might be practical too. Your ‘shoes’ are the point of greatest leverage. The spot where you have traction and engage with the world most directly. For a freelancer, it might be the way you engage with customers, or your software tools. It might be the reputation (or lack of reputation) you have with your peers.
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.
Digiday
DECEMBER 16, 2024
Subscribe: Apple Podcasts • Spotify Over the last few years, marketers have been trying to flip their position in the cultural zeitgeist making moments themselves as opposed to retroactively marketing around them. That’s why e.l.f. Beauty has built out its own entertainment arm, e.l.f. made, tasked with creating of the moment content around music, movies, gaming and sports.
Martech
DECEMBER 16, 2024
TL;DR: Here’s a link to take our new 2025 State of Your Stack survey. How is your martech stack working for you? Is it growing or shrinking? How are you incorporating AI? These are important questions for members of the MarTech community. After all, it’s not easy to navigate a vendor landscape with more than 14,000 tools, the disruption of AI and resource constraints within their organizations.
Adweek
DECEMBER 19, 2024
The TV ad market space is continuing to change at a rapid pace. From lower costs driven by shifting supply and demand dynamics, a multi-currency marketplace, and cross-platform viewing, there were a lot of trends that dominated the TV ad market. Free ad-supported tiers continued to grow, while live sports programming soared. ADWEEK asked 13.
Playwire
DECEMBER 20, 2024
Key Points Contextual advertising matches ads with relevant content for higher engagement and better performance While seemingly simple, effective contextual advertising requires balancing audience targeting, scale, and performance Contextual targeting becomes increasingly valuable as privacy regulations limit behavioral targeting options Modern contextual advertising goes far beyond simple keyword matching, leveraging advanced technologies and strategic content alignment
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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