“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…
Consumers aren’t just using their phones to research products they see on TV, they’re 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…
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…
Gartner research shows that consumers are coming to regard thrift as an aspirational virtue, openly resisting consumerism for self-improvement and similar motives. Gartner also detects a widespread trend called “norming” — essentially, seeking reassurance about personal behavior and attitudes by checking them against objective and community standards. Consumers also proved paranoid about unexpected and inconsistent…
Apple is expected to release iOS 18 publicly this year, and it includes significant changes to Apple Mail. That means big changes to email marketing strategies. Here’s a look at the new features, their likely impact and steps you can take now. “I think there are two big changes coming for folks using Apple Mail,”…
The level of your AI adoption may have something to do with your salary and role, and maybe the size of your company. Two recent studies point to gaps in AI adoption existing within organizations, based on role and the size of the organization. Role gap. More marketing executives say they’re adopting AI tools than…
When measuring the impact of creatives, marketers typically rely on circumstantial evidence. Brand awareness and sales trends are important and provide useful KPI numbers, but they reflect the entire campaign. They don’t tell you what part of the creative is connecting with people. Is it the copy, the images, the audio? And while A/B testing…
Artificial intelligence is heavily disrupting marketing teams, particularly in medium to large companies. In fact, it’s estimated that up to 40% of traditional marketing spend is under incredible pressure to be reallocated – if it hasn’t already. Join The 40% Shift: How AI is Radically Reshaping Marketing Budgets for a practical deep dive into the…
Almost half of advertisers now “completely” or “mostly” trust AI adtech to make decisions about campaigns without human oversight — up from 25% last year, according to a report from Advertiser Perceptions, a business intelligence provider. Source: Advertiser Perceptions’ report Artificial Intelligence & Machine Learning in Advertising 2024 Previously, advertisers “somewhat trusted” these ad technologies…
Retail media networks (RMNs) are a hot new thing that’s been around for decades. Their roots go back to brands putting ads on store end caps and paying for placement in retailers’ weekly fliers. But, like everything else in marketing, digital took it into a whole different realm. RMNs are both the current and next…