Media Planning
Media Halo: What advertisers communicate through their choice of media brands
For maximum impact, advertisers need to select the media partners that match their brand personality and campaign objectives. But which media partners align best with your brand?
Football, Father Christmas and inflation: getting festive advertising right in 2022
The festive season is going to be uniquely challenging for advertisers this year with the added ingredient of the men’s football World Cup and some tough economic headwinds. Christmas is always a febrile and competitive time, with many businesses relying on the Golden Quarter to deliver their biggest sales numbers. Over £8 billion1 is expected to be spent on ads this winter alone as brands clamor for attention. With football fever added to the mix, how can businesses make sure campaigns cut through and deliver commercial ROI?
Programmatic Media Buying Guide
The ANA introduced the first guide to help CMOs streamline the programmatic media buying process by removing waste and inefficiencies and maximizing ROI
Global Product Placement Spend Surged 12.3% in 2021
Global product placement spending surged 12.3% to $22.93 billion in 2021, following the worst decline ever in pandemic-struck 2020, fueled by double-digit growth in all six media platforms, led by various digital media, television and video segments, and several recorded music channels, according to new research released by PQ Media.
Guidelines for Diverse Media Suppliers
The ANA and the 4A’s unveiled a comprehensive list of guidelines designed to help diverse media suppliers improve and strengthen their partnerships with marketers and agencies.
Cannes Lions 2022: The Attention Economy has landed
Sitting neatly at the intersection of media magic and creative success is the debate around attention, which was a topic du jour from day one. Advertisers are increasingly keen to create ads that capture and retain attention. Publishers want to show they have the environments that deliver high-quality attention. And Agencies want to place ads where they can generate the most attention for their clients’ money.
Timidity is limiting your ROI
From a budgeting perspective, global marketers planned to increase their spending across all channels as 2022 got underway, with significant emphasis on select digital channels like social media, video and display ads.
Majority of Marketers Are Using Multi-Touch Attribution for Marketing Analytics [REPORT]
MMA Global, the association devoted to architecting the future of marketing, released its annual State of Attribution Marketer Benchmark Report. For the first time since MMA Global released the survey results in 2016, over half of marketers (53%) are using multi-touch attribution (MTA) to track and optimize marketing performance. Adoption has risen steadily over the past six years, dipping slightly in 2021 and rebounding dramatically in 2022 with a nearly 33% increase.
Ad Engagement Increases With Each Audio Exposure
The results are especially powerful in a media landscape where advertisers are yearning for audience attention. Audio simply does not erode. It hooks listeners right out of the gate and delivers strong engagement and consumer action at even the highest levels of exposure.
Traditional Advertising is Alive and Well
“Digital marketing is the future.” Whoever the first person was to make that statement wasn’t wrong.
Living up to a brand promise
It’s no secret that brands have shifted their efforts to create personalized messages and offerings to earn consumers’ attention and wallets. However, personalization tactics alone won’t be enough to foster more meaningful, long-term relationships with their customers.
ThinkNow taps Semasio to bring Multicultural Audiences to Programmatic Advertising
Semasio has partnered with ThinkNow to bring zero-party multicultural data to the programmatic ecosystem. The partnership will equip marketers with the tools and resources to plan, manage and message to their target audiences in a culturally evolving and dynamically shifting U.S. consumer market.
TelevisaUnivision and VideoAmp announceData, Currency and Cross-Platform Partnership
TelevisaUnivision and VideoAmp announced a new partnership in which TelevisaUnivision will leverage VideoAmp’s data to power its suite of advanced advertising solutions.
Why Marketers Are Returning to Traditional Advertising
Pundits have long predicted the demise of traditional advertising. However, it is alive and well and headed for growth for the first time in a decade. The authors explain seven factors driving this trend, including the ability of traditional ads to break through digital clutter,...
Busted! Five myths about retail media
Retail media networks are transforming the advertising landscape and boosting top retailers’ bottom lines. Our latest survey helps debunk five mistaken beliefs about RMNs.
Your Digital Marketing Isn’t Reaching Hispanics
Since the dawn of digital, those of us in multicultural marketing have watched general market agencies take over budgets once aligned to specific target markets, such as Hispanic, only to be put in the ubiquitous bucket called “total market approach”. If you are one of these marketers let me point out a few observations of why it’s not working. By Karla Fernandez Parker
DE&I $$$$ directed towards Hispanic Owned & Operated Media reaches $100 Million [NOT]
Over the last couple of years, many clients and their media buying services have promised to re-direct dollars towards minority owned media and in our case Hispanic Owned and Operated media.
The ANA, 4A’s and AIMM Seek to Help Marketers and Agencies Partner with Diverse Media Outlets [REPORT]
The ANA and the 4A’s unveiled a comprehensive list of guidelines designed to help marketers partner with diverse media suppliers, strengthen their DEI strategy, and drive brand growth.
Not all Advertising Frequency is created Equal when it comes to Sales Lift
When it comes to marketing campaigns, recent advertising exposure (or recency frequency) is more effective at increasing incremental sales for consumer packaged goods (CPG) brands than iterative (or repeat) frequency, according to new research analysis from NCSolutions (NCS) about how advertising works.
Brand awareness remains global marketers’ top priority, but mass reach isn’t what it used to be
Channel fragmentation and increasing media options provide consumers with an abundance of choice, but they present a hurdle for marketers that rely on traditional mass reach channels to increase brand awareness. And just as we’ve seen in previous years, the marketers surveyed for Nielsen’s 2022 Annual Marketing Report say building brand awareness is their top objective for the year ahead. Similarly, their top business priority is new customer acquisition.
