Industries viewed as catering to men have long faced accusations of excluding women. In the past year alone, the esports industry and professional sports leagues have worked to overcome the perception that their advertising and marketing dollars are aimed squarely at men. With women making up 49 percent of Super Bowl LII’s viewership, those questions…
The smartphone has rewired our perceptions, blurring the line between personal and work. This collective rewiring means businesses must rethink what they’re selling, and not just products or professional services but also values and intangible experiences. Brands of all types need to be humanized. Today, we are not just using the same device for everything;…
As low-quality ads clog the web and our feeds, brands have come under fire. The expectation is that they need to create better and more meaningful work, and digital advertising will be fixed. Poor online advertising isn’t the result of sloppy brand marketing, however, it’s the result of platform ad models. The economics of distribution…
It’s no secret that U.S. consumers spend much of their day engaging with digital content across various platforms, devices and channels. That level of online engagement is expected to continue to rise, especially with the explosion of emerging technologies, which paints a picture of a world where digital content is everywhere. The upshot? Companies will…
How often do you see a digital ad or social post for a show that you like, then forget to watch or record it? The ad or post you saw likely has a high-res image and includes the date and time of the airing, but that’s it. Very rarely do you even see a CTA…
Every January, advertising executives start with a clean slate and new business objectives. Last year, our industry struggled with issues of quality in programmatic. We did some solid work to elevate the discussions, put forward some innovative solutions and improve the ecosystem, but in 2019, we have an additional thought on our mind: recession. There…
The story of Elizabeth Holmes and Theranos is already Silicon Valley folklore. It is a story of an entrepreneur with impeccable credentials who hoodwinked investors, customers, partners, employees and even her own board on a journey to an $8 billion startup valuation before it all came crashing down. John Carreyrou, the Wall Street Journal reporter…
In early March, a Kaiser Permanente hospital in Fremont, Calif., provided a 78-year-old male patient with a robotic live video feed where a doctor told him he only had a short time to live. The patient’s family, upset by what they thought was a cold-hearted delivery of terrible news, recorded the exchange on a smartphone…
Programmatic advertising today is at a crossroads, and if advertising on the open web is ever going to catch up with the walled gardens, there needs to be a fundamental reset in terms of approach. We have seen massive growth and adoption in programmatic marketing spend over the years, but at the same time, programmatic…
AI and machines’ ability to learn introduces a host of new opportunities for brands and content producers, most notably hyper-personalization at unprecedented scale. This ranges from big, unstructured data analysis to advanced segmentation, from anthropomorphized virtual agents to all manner of biometrically enabled recognition, such capabilities enable altogether new modes of personalization but also come…
A number of studies in recent years show that new motherhood is a moment when neuroplasticity kicks in to make room for some big new ideas. It makes complete sense, as it is a big moment of learning and reappraisal. This might go halfway to explaining why I, a woman with a young baby, found…
Just when creatives wrapped their heads around data and programmatic, new technology is about to reshape storytelling again. While those first disruptive trends changed display and rich media ads, video ads remained largely unaffected. In fact, video ads haven’t actually changed in decades, aside from getting shorter and running on different types of screens. Whereas…
It’s time for big brands to start taking notice of what the little guys are doing differently. Established brands once enjoyed being a cornerstone in consumers’ lives and now they find themselves losing share to a growing collection of challenger brands that are finding new ways to compete. According to reports from Catalina, major brands…
I just completed attending my 12th consecutive year at SXSW so I have the ability to assess the most recent SXSW in the context of its predecessors, a comprehensive way to evaluate the festival. This year seemed busier and less sparse than last. In contrast, much like the previous years, there was no single standout…
The news from the Association of National Advertisers (ANA) that nearly 80 percent of the country’s largest advertisers are taking at least some of their advertising in-house, including select strategy and creative assignments, has understandably put the agency community on the defensive. To hear the counters, one might think that the in-house movement will suck…
March 8 was International Women’s Day, giving companies everywhere the opportunity to spotlight the achievements of women within their organizations and beyond. Research from McKinsey & Company reveals that a diverse organization delivers positive impact, growing revenue and supporting innovation. This is one reason why the day is so important: It brings attention to the…
If having Bren? Brown, the guru of “courage, vulnerability, shame and empathy,” as the kick-off to SXSW 2019 was a harbinger of things to come, perhaps we’re on the way toward vanquishing the divisive demons that have dominated the political discourse in the U.S. today. Finally bringing our culture’s obsession with both mental and physical…
For marketers who have been honing their analytics skills and building an AI strategy, the coming months promise to be transformative because AI is finally getting us closer to the holy grail of 1:1 marketing at scale. Varying levels of marketing personalization and segmentation have been around for years, but a variety of roadblocks–namely too…
In 2018, eMarketer forecast the number of connected TV users at 182.6 million, or 55.5 percent of the U.S. population. In 2022, the number is expected to rise to 204.1 million, or 60.1 percent of the population. While smart TVs have been around for a while now (Samsung unveiled theirs back in 2008), adoption rates…
No marketer’s day passes without touching data privacy. Personal data is now the most prized commodity of the information age, traded on an unprecedented scale by some of the most powerful companies in the world. For marketers, it’s no longer business as usual. Consumers now dictate how their personal information is collected, stored, accessed and…
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