Digital disruption is infiltrating the local sports page thanks to a new publication that opened its doors with something many newspapers have fought for years: a paywall. The Athletic, a subscription-based sports website, debuted with its Chicago vertical in January 2016 and has substantially grown by recently raising $20 million and expanding its subscriber base…
The Nuyorican Poets Cafe, a small performance venue in New York, needed a better way than print to advertise its shows. Daniel Gallant, the cafe’s executive director, said he was spending too much money on print without verifiable results, and he couldn’t make last-minute changes. Facebook, even before it catered to small and midsize businesses…
At February’s Interactive Advertising Bureau annual Leadership Meeting, the trade organization’s CEO, Randall Rothenberg, opened the three-day event by walking the audience through the history of branding, starting with what he says is the beginning of the consumer economy, Procter & Gamble’s Ivory soap, from 1879, and culminating with the term du jour, “direct brand”–the…
Kevin Crull, chief operating officer at Sprint, envisions a world in the coming years where his phone is able to automatically book an Uber ride from an airport based on a calendar reminder that he created about an upcoming flight. The calendar reminder feeds real-time travel stats to his device and then recommends a meal…
In early February, clothing brand Rag & Bone released an epic, five-minute film starring Kate Mara and Ansel Elgort. Rather than tapping the superstars for their respective acting prowess, Rag & Bone instead used the stars as dancers (along with a host of other talented, trained individuals) in a masterfully shot film. A few weeks…
On June 29, 1956, President Dwight Eisenhower signed the Federal-Aid Highway Act of 1956, leading to the creation of America’s Interstate Highway System. Finished 35 years later, one-quarter of all vehicle miles driven in the United States use the interstate system. As would be expected, the most direct effect of the interstate was on other…
It may not be rocket science, but it is data science. Here are four ways to use data smarter. Define your value proposition Gathering data isn’t the hard part; figuring out which data to pay attention to is, says Jose Gomes, managing director of North America for dunnhumby, a global customer data science company. Gomes…
Customer data is rapidly becoming the dominant currency of the modern marketplace. Recent IAB research credits first-party data as the driver for “all significant functions of the enterprise, including product development, customer value analysis and pricing.” It’s impossible to achieve the critical goals the market now demands–empathy, fluid conversation across touch points, personalization–without nimble, proficient…
Thanks to our now constant use of smartphones, the personal data that we shed out into the world has never been richer, more nuanced and, well, revealing. Having access to that is a marketer’s dream, but how that information is used has real consequences for consumers from whom it is collected. There is the annoying:…
As the average creative account win shrinks and clients across the brand spectrum move more work in-house, media continues to be the most important part of the global agency equation. In 2018, bold leadership and creative thinking in media is critical for any marketer looking to reach the right customer with the right message in…
Broadcast upfront week is usually a time for networks to promise buyers more of everything next season, from new shows that audiences will love to new ways that brands can reach consumers. But this year, several media companies will be focusing on less, not more, as they tout recently announced efforts to declutter their prime-time…
Marketers are awash in all different types of data, but often have a hard time making heads or tails of what to do with it. And in an increasingly personalized world, consumers expect their customer experiences to be customized–and that’s where an effective data strategy comes in. According to stats compiled by Accenture Research, the…
Anyone who follows the NBA knows what shoes their favorite athletes are wearing, whether it’s Lebron James (Nike), James Harden (Adidas) or Steph Curry (Under Armour). Now add Peter Fader to that list. Fader isn’t a world-class baller. He’s a marketing professor at the University of Pennsylvania’s Wharton School of Business who invented a way…
It’s lucky that Megan Clarken has always thought globally. A native New Zealander, Clarken spent years going back and forth between the U.S. and Australia for Nielsen, analyzing audiences from all parts of the globe during a 14-year tenure at the data behemoth. Now, Clarken is global president of Nielsen’s Watch, which provides Nielsen’s media…
In late April, Postmates became the latest digitally native brand to go big with an out-of-home campaign in New York. The first effort, from 180LA, used poppy, bright colors with clever lines tailored to grab New Yorkers’ attention–a move that recently has become increasingly popular with startups and digitally native brands like Casper and Brooklinen,…
Terri Meyer fondly recalls the time she called up the executive creative director at D’Arcy Masius Benton & Bowles and laid down the law. “Are you getting me that birthday present I want?” she demanded. And he did. A few days later, the present was waiting in the lobby. It was Sandy Greenberg. Meyer and…
With Mother’s Day right around the corner, many consumers are frantically Googling “2018 Mother’s Day gifts” to come up with last-minute ideas, often needing to sift through pages of search results to find that perfect gift. But what if that search could be interactive, personalized and, well, conversational? Conversational commerce could be the future of…
I don’t think Tim Mapes, chief marketing officer at Delta Air Lines, woke up on Jan. 1 this year with the idea that the new personification of the Delta brand in 2018 would be an unabashedly left-wing progressive. I also don’t think he had a standing meeting each week in 2017 scrutinizing each of the…
Mobile ads may be small in size, but done the right way they can be impactful. The key is for marketers to avoid making them obtrusive and obnoxious. And according to research from IPG Media Lab and Magna Global, there are certain mobile ad formats that tend to be more favorable than others. While slightly…
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