During an economic downturn, CMO priorities and funding decisions may have an impact on almost every department of an organization, including sales, service, operations and HR. With the odds of a recession becoming more likely, it’s imperative that marketing leaders and financial decision-makers are aligned on topics like long-term strategy, where marketing can add value…
Last summer, the IAB Tech Lab released new guidelines that effectively declared out-stream the primary path for web video inventory moving forward. Those of us who have been around awhile–and associate the term “out-stream” with glacial page speed and scammy ad units–are doing a double take. Historically, out-stream ads have not been favored by publishers…
Signal. Telegram. Mastodon. Discord. Geneva. We’ve recently seen a sudden surge in the social media sector, possibly due to the tenets of Web3, as people ditch larger platforms and flock to ones that provide better security, tighter data privacy and less algorithmic manipulation. The niche subcultures these newer platforms cultivate, focused around specific topics and…
Your opinion doesn’t matter. Mine doesn’t either. Not really. Because opinions don’t drive business results. In fact, opinions often mislead. They can be like a head fake, as football coaches call it. Those coaches teach defenders to ignore the runner’s head and focus on the hips, because the hips don’t lie–the runner is heading where…
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…
Data is the lifeline for digital advertising. As the digital landscape continues to change, so too will data. Whether it’s evolving data privacy regulations or third-party cookie deprecation, access to high-quality data–data that’s clean, well structured and free of bias–is a challenge for marketing organizations. As data becomes increasingly difficult to collect, store and activate,…
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? Not…
It’s Super Bowl season–that time of year when everyone with a beer in their hand and guac in their belly is judge, jury and executioner. The one time the public waits with bated breath for advertising they will not skip. More than 100 million of them will laugh, cry or tell anyone within earshot they…
Super Bowl ads are some of the most watched and talked-about marketing in the world. Every year, more than 100 million people tune in to watch athletes in their prime square off on the gridiron–and 43% say they tune in just to see the ads. We all want to see which unique, creative and potentially…
Colorism still permeates so much of what we do in the marketing ecosystem. From who we cast to the products we create, many marketers knowingly or unknowingly cling to the white standards of beauty: blonde hair, blue eyes, light skin. It’s an archaic standard that tells the rest of us we don’t belong, this brand…
Super Bowl 57 is almost here, with the Philadelphia Eagles and the Kansas City Chiefs set to battle it out at the State Farm Stadium in Glendale, Ariz. on Feb. 12 for one of the most-prized trophies in sport. But with more than 100 million tuning in for the self-proclaimed “Greatest Show on Earth”–and the…
Early this football season, the National Football League began shifting tactics to engage younger fans on social media as people reallocate their attention from TV to digital content that is fun, snackable and highly visual. With Super Bowl 57 quickly approaching, Big Game advertisers–who spent up to a record-breaking $7 million for 30-second spots this…
If 2021 was the Great Resignation and 2022 was the Great Reshuffle, I’m calling 2023 the Great Course Correction–the year when the power dynamic between employee and employer equalizes somewhere in the middle. When we read about the labor market these days, it’s rarely positive. But the truth is the advertising and marketing talent industry…
Editor’s note: This is the third in a three-part series on what brands should do before entering Web3. Web3 does not solely represent a change in technological functions–there are also ethical ramifications to think about. As Web3 continues to develop, so does its ethos, along with how Web3 participants feel about the market, data privacy…
No matter how many hours I spend on TikTok and Instagram, or how young I feel compared to my peers, there’s always some word or concept that the algorithm appropriately doesn’t serve me. This is when I realize what the algorithm already knows: I am old AF. (Do people still say AF?) OK, 45 is…
Editor’s note: This is the second in a three-part series on what brands should do before entering Web3. Brands building Web3 strategies understand by now that this new iteration of the internet brings a host of technical challenges. In my experience, the best way to develop tech savviness around Web3 is to participate first and…
Editor’s note: This is the first in a three-part series on what brands should do before entering Web3. The short history of brand marketing in Web3 is not an auspicious one. While some projects have produced immense success, most have been total flops. Take the case of Warner Bros. and Nifty’s, which partnered to launch…
After a difficult few years, our world still isn’t short of challenges. Amid global economic pressures, an escalating climate crisis, a war in Europe and increasing austerity, brands are meeting consumers where they’re at when it comes to design: in need of escape. Creatives are embracing visual styles that reflect both our chaotic social climate…
In my first six months as chief content officer at Adweek, I’ve reflected a lot on the role of the marketer in the global economy and the future of our company’s business. Given the state of the world and our industry, it’s easy to explain why. In 2022, chief marketing officers and their organizations have…
Some of the best TV right now has been coming from delightfully and unabashedly nerdy sources. TV adaptations of The Wheel of Time, The Rings of Power, The Sandman and House of the Dragon are streaming beloved storylines from high fantasy and sci-fi literature to living rooms across the world. Leveraging IP with an established…
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