Data

2/3 of Global Marketers lack confidence in their DATA

To spot sudden, disruptive changes in customer and market behavior, modern marketers need high-velocity data marketing, according to a new report by the Chief Marketing Officer (CMO) Council and GfK. These data systems need to be agile and adaptable with the ability to acquire real-time, relevant data signals and close the gap between data, insights and action.

Relationship between brand cultural relevance and the amount consumers are willing to pay for brands [REPORT]

The study, “Cultural Relevance Drivers: Understanding the Building Blocks of Brand Relevance,” reveals that brands clearly benefit from cultural involvement even to the extent of people willing to invest more in those that are perceived as more culturally relevant

49% of Marketers say they are looking to contextual advertising to replace cookies

GumGum published the results of a survey that found 49% of brand marketers are looking to contextual advertising to replace cookies in their marketing efforts.

New Advertiser And Consumer Studies On Media Attentiveness And Ad Skipping

Attention measurement is a new trend sweeping through media circles. The Advertising Research Foundation defines advertising attentiveness as “the degree to which those exposed to the advertising are focused on it.”

Here are dragons. What is your data map not telling you?

People love to claim that their marketing is data-driven. It makes them sound smart and fiscally responsible. But do we really have all the data we need for a brand building campaign? And could bigger opportunities be hiding off the data map?  By Nigel Hollis

25% of People Will Spend At Least One Hour Per Day in the Metaverse by 2026

Gartner defines a metaverse as a collective virtual shared space, created by the convergence of virtually enhanced physical and digital reality. It is persistent, providing enhanced immersive experiences, as well as device independent and accessible through any type of device, from tablets to head-mounted displays.

Visions of the Internet in 2035 [REPORT]

Asked to ‘imagine a better world online,’ experts hope for a ubiquitous – even immersive – digital environment that promotes fact-based knowledge, offers better defense of individuals’ rights, empowers diverse voices and provides tools for technology breakthroughs and collaborations to solve the world’s wicked problems

What does the future hold for audience data?

Audience data is very much a hot topic across the media industry right now. At this year’s World Audiences Summit, we spoke to a panel of emerging media leaders from the UK about how this data is being used by agencies and advertisers, and what they want now and in the future.

Performance media and marketing: An expanding playground for brands [REPORT]

While performance media will be unlikely to influence a major purchase decision on its own, it works incredibly well for short-term impulse purchases – and brands can leverage these moments to build long-term brand value.

How Americans Watch TV [REPORT]

In this new report, we share our latest insights about how Americans watch TV, including some of the key reasons that cord cutters gave for abandoning traditional TV service, how much they spend each month on cable and/or streaming subscriptions, and more.

Guide to diversity and representation in media planning and buying [REPORT]

Developed by the WFA Diversity Task Force with the support of GARM – the Global Alliance for Responsible Media, Diversity & Representation: Focuson Media Planning and Buying highlights four key areas where bias can occur and proposes questions and approaches that can be used to ensure progress. It also pulls together key resources that can be used to tackle any gaps or areas of concern.

38% report familiarity with the metaverse, but less than one in five Americans (16%) can correctly define the term

A set of rapid pulse surveys conducted by Ipsos through our proprietary Ipsos Digital platform shows that two in five (38%) of Americans state they are very or somewhat familiar with the metaverse, with significant differences by age and by the presence of children in the household: one in two (53%) of those with children in the household, 53% of those 18 to 34, 45% of those aged 35 to 54 and 20% of those age 55 or older report familiarity with the term.

Beware the Streetlight Effect

The information age began in the 1950s with the invention of transistor technology, then hop-skipped through the miniaturization of computer technology in the 1980s. Today, it’s marked by, well, too much information. With increasingly rich data from a dizzying array of sources, marketers can now capture more information on customers and competitors than ever before and use that data to drive actionable insights.

Media Buying ‘Toon’ Up: How to Achieve Better Outcomes Through Digital Media Assurance [REPORT]

Every successful endeavor starts by building a strong foundation, yet millions of dollars have been invested in digital advertising without a foundation of digital media assurance, which has led to ad fraud, lack of transparency, and quality publishers competing with other websites that run ads.

The Programmatic POOP Funnel

Today, we're going to make a nice colorful funnel using the latest data from some of the ad industry's most reliable sources to trace a dollar spent for programmatically-bought display advertising on its exciting journey from your pocket to the bank accounts of middlemen, con men, crooks, and the Bermuda Triangle.

VAB and 4A’S join ANA Cross-Media Measurement Effort

The ANA announced that the Video Advertising Bureau (VAB) and the 4A’s (American Association of Advertising Agencies) have joined the ANA’s Cross-Media Measurement (CMM) initiative.

12 predictions for 2022

From creativity to platform regulation, ‘Metamania’ to the golden ‘square’ of marketing, the WFA team share their predictions for the marketing industry in 2022.

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