What McDonald’s Acquisition of Dynamic Yield Means for DOOH and Personalization

Last month, McDonald’s announced its largest acquisition in 20 years. Yet the $300 million purchase of Dynamic Yield was notable for another reason: It legitimizes outdoor as a two-way medium for ad messages and delivers personalization at scale. Simply put, McDonald’s, long a leader in outdoor advertising, has signaled that the space will be used…

Cannabis Brands Put Too Much Focus on Women Who Want CBD Without a High

If you have been following the cannabis industry, you’ll notice the meteoric rise of CBD and its appeal to the archetypal soccer mom. Why not replace that glass of wine with a little something different? This has resulted in an offering of products with pink cannabis leaves and women not quite smoking but rather holding…

If Your Brand Is in Need of a Site Redesign, Then You Probably Also Need a Rebrand

Nearing the end of the quarter, unspent budgets start to open up and planning begins for the following quarter. Clients that set out to redesign their website quickly find that their brand expression was designed for another era: the offline era. Therefore, in almost all cases, a website refresh project will inherently blossom into a…

Developing a Tone of Voice for Your Brand Can Solidify Your Presence in Consumers’ Minds

If you’re into big brand battles and the fall of industry titans, you’re probably watching the news about Uber’s upcoming IPO. Though the official bid date hasn’t yet been set, industry analysts are already predicting that the once-iconic peer-to-peer ridesharing app might not be the best long-term investment. As an industry insider who trades in…

A Look Into the Evolution of Language in Cannabis Marketing

Today’s cannabis brands are captivating consumers through nuanced language, dropping stoner slang in favor of a more refined and technical vocabulary. As more of the world moves to legalize cannabis and the stigma surrounding its use fades, brands are tailoring their language to better suit the modern cannabis consumer. While generational cannabis slang will inevitably…

Following Canada’s Example to See How Brands Advertise Following Marijuana Legalization

It’s about the time of year where some people are focused on weed a little more than usual, but April 20 isn’t the only time of year that brands are thinking about their stance on the substance. With marijuana legalization on the rise, businesses around the world are reconsidering how they can cash in. According…

3 Ways Brands Can Solidify a Brand Message for Free

Brand sponsorships are a multi-billion-dollar industry. It seems like each year’s expenditures top the last, with incrementally more eye-popping numbers going to sponsor sports leagues, movies and celebrities. From Microsoft’s $400 million deal to be “the official sideline technology sponsor of the NFL” to George Clooney reportedly earning $40 million to be the brand ambassador…

How Retailers Can Connect With Consumers Using a Dynamite On-Brand Audio Strategy

So far, studies have shown varying results on the effect of in-store music on customers. Whatever the outcome might be between positive and negative reactions, however, one thing is clear: The design of the soundscapes and their correspondence to the overall sensory experience of the service setting seems to be the watershed between them. For…

Lack of Innovation Is Killing Ad Tech and Maybe Even the Open Web

Ad tech on the open web has become a disjointed chain of systems that is so fragmented that it prevents any single player from innovating at scale. The walled gardens of Google, Facebook and Amazon have left the rest of the ad-tech ecosystem behind. Take publishers, for example. The industry has struggled to attract new…

Redefining the Car Buying Experience to Make It More Personalized

This year began with an increased volume of unsold vehicles on car lots. With industry experts predicting this year’s automotive sales to dip below 17 million vehicles for the first time since 2014, car dealerships now face a major challenge, one that’s also an opportunity in disguise. Let’s face it: Car dealers have a bad…

Advertisers Were Shocked by Accenture’s Acquisition of Droga5, but They Shouldn’t Have Been

As news spread recently about the Droga5 acquisition by Accenture Interactive, it caught me off guard how surprised the industry’s reaction was to this move. For years, we ad industry execs have watched consulting companies change the way they approach providing services, keeping a close eye on how they work with their (and our) clients’…

Using Behavioral Economics in Digital Marketing to Entice Consumers

The field of behavioral economics received increased attention from both media and marketers when U.S. academic Richard Thaler won the Nobel Prize in economics in 2017 for incorporating psychological assumptions into analyses of economic decision-making. Cognitive biases have been used in marketing for a long time, often unknowingly. As engagement with customers increasingly moves online,…

3 Ways Nonprofits Can Use Emerging Tech on a Budget to Connect With Donors

There’s no denying it: We are in the age of digital disruption. Tech companies have set a high bar for innovation that’s extremely difficult to meet. As pressure to stay relevant increases across industries, nonprofits especially need to re-evaluate their use of technology and their user experience to not only attract but also grow engagement…

Challenging the Norm and Breaking Out of Comfort Zones Will Push Healthcare Forward

Too often we laugh, scoff or dismiss thinking or ideas that don’t conform with “the way we do things.” But it’s fresh thinking that inspires us to challenge convention and complacency–and sometimes even change the world. Today, technology and data are driving a proliferation of channels and mediums that are enabling new thinking and ideas…

3 Ways to Grab Consumers’ Attention With Video Ads

Too much of a good thing can be a recipe for disaster. Take digital video ads, powerful and increasingly popular tools for brand marketers. An IAB report from April 2018 revealed that two-thirds of advertisers planned to shift their TV budgets to digital video. So what’s the bad news? As with TV, there’s simply too…

5 Ways Advertising Could Change If Chrome Blocks Third-Party Cookies

Online advertising is fundamentally changing. With increased pressure to bend to the calls for consumer privacy, corporations and governments are doubling down on regulations to block third-party technology that targets consumers. Recently, those winds have produced the California Consumer Privacy Act, GDPR, Apple’s Intelligent Tracking Prevention (ITP) and Firefox’s Enhanced Tracking Protection (ETP) initiatives. All…

4 Ways Media Companies Can Diversify Their Revenue Streams

The media industry is undergoing a fundamental shift: business models, audiences and revenue sources aren’t what they used to be, and media brands will need to innovate in order to survive and thrive. Today, the most urgent discussions in publishing circles revolve around revenue diversification. Both b-to-b and b-to-c publishers striving to take their businesses…

Consumers’ Preferences Toward Eco-Friendly Products Boil Down to How Their Brains Are Wired

Ask shoppers if they want to buy products that are better for the environment and most will answer with a definitive yes. Check their shopping carts, however, and you’ll often get a very different story. Eco-friendly products are now widely available across the retail landscape, from all-natural cleaning products to energy efficient appliances to electric…

Agencies and Clients Need to Find a Balance of Mutual Respect to See Long-Term Growth

The agency/client relationship: The pinnacle of business relationships. Partnership centric. Transactional at its core. Often misunderstood. Too often one-sided. Whatever your view, it is a relationship with a great deal at stake on both sides. And depending on how it is approached and managed, it can be very rewarding–or very frustrating. About five years ago,…

What Brands Can Do to Maintain Culture While Reaching Their Diverse Audiences

Ambicultural Americans struggle to maintain ties to our roots with nearly every consumer choice we make. Marketers can leverage this opportunity if they make their brands relevant to ambicultural audiences by understanding the consumer and evaluating data. But the key to unlocking those insights is to bring diverse voices and life experiences to the marketing…