The dramatic rise in global CTV adoption, accelerated by the pandemic, has ushered in new commercial models that are fragmenting the landscape in much the same way that the myriad viewing options are.
The pandemic is far from over, and we will feel its effects for years to come, but the resilient media industry is bouncing back, with certain constituents pulling out ahead of others.
With the right measurement and creative thinking, marketers can ensure their tactics map to specific objectives that move their business forward.
Even during a crisis like the novel coronavirus (COVID-19) pandemic, businesses need to consider strategic plans and continue to invest in their brands. Continuing to invest in advertising will help set your company up for success when life eventually settles into a new normal.
The best sports properties in the world will succeed in the long run by understanding the wants and needs of Generation Z and transforming themselves so they can attract and engage fans for years to come.
My experience with the orange pack of biscuits is typical of how shoppers interact with product packs. Packs catch the shopper’s attention at the “Zeroth moment of truth”—when the shopper is in front of a screen. They then catch the shopper’s attention in front of the shelf—that’s the...
Esports fans around the world include some of the hardest to reach consumers for brands because of their cord-cutting and ad-blocking tendencies. While esports unites them as a fan base, their digital-first mindset is pervasive in their approach to broader entertainment consumption.
By placing the shopper at the center of decision making, manufacturers can better collaborate with their retailer partners to address the inefficiencies of trade spend—one of the largest costs of doing business.
Consumers today are more disloyal than ever before; the once steadfast consumer retail environment primed to grow brand-loyal hearts has shifted to a more capricious climate, where product infidelity is now the norm.
Granularity matters to marketers because it gives them the ability to distill huge chunks of marketing activity so that you can understand the smaller components.