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»Brand Aware

Why Marketers Do Things They Can’t Measure

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Paolo Provinciali, head of US Media at Anheuser-Busch InBev. With increasing amounts of data available in our profession, being a data-driven marketer has become a badge of honor in the industry. Yet, in spite of celebrating a… Continue reading »
by AdExchanger // November 13th, 2018 //
»
Measuring Experiential Marketing: Finding Tangible KPIs In Ephemeral Experiences

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Emily Ketchen, regional head of marketing, Americas, at HP. For experienced marketers, reaching consumers has often been about the numbers. The basic strategy is to develop a product marketing plan and then observe related spikes in… Continue reading »
by AdExchanger // October 10th, 2018 //
»
Hack Attention To Drive Action: What Brand Marketers Can Borrow From Performance Marketers

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Paolo Provinciali, head of global ecommerce marketing at Anheuser-Busch InBev. Brand marketers are good storytellers but often bad at driving consumer action. This wasn’t as troubling when content consumption was more linear with fewer stimuli; brand… Continue reading »
by AdExchanger // September 10th, 2018 //
»
Building A Robust View Of Customers’ Marketing And Purchase History

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Jake Bradbury, director of data science and marketing analytics at Nordstrom. In the May installment of Brand Aware, Amy Loesch did an excellent job of describing the reasons for and potential challenges of using multi-touch attribution… Continue reading »
by AdExchanger // August 13th, 2018 //
»
Performance Marketing Should Play A Larger Role in Building Brand Creative

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Marissa Tarleton, chief marketing officer at RetailMeNot. Building strong brands is a priority for any company. In the past it was viewed as its own goal, separate from performance marketing. The two are often talked about… Continue reading »
by AdExchanger // August 6th, 2018 //
»
Setting Up For Success Amid The Unspoken Challenges of Multitouch Attribution

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Amy Loesch, vice president of digital marketing at RetailMeNot. Multitouch attribution can be intimidating for some marketers. Where does one start and how can brands get executive buy-in? More than half (57%) of marketers surveyed in… Continue reading »
by AdExchanger // May 21st, 2018 //
»
The Transparency Hangover

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Belinda J. Smith, global director of media activation at Electronic Arts.  Spurred by the groundbreaking ANA K2 report, marketers spent the latter half of 2016 and much of 2017 talking about transparency. We went from pushing… Continue reading »
by AdExchanger // March 5th, 2018 //
»
How Can Brands ‘Converge’ Ad Tech And Mar Tech?

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Tony Ralph, director of data and marketing technology at Intuit QuickBooks. With at least one notable exception, nearly all researchers predict the inevitable convergence of the mar tech and ad tech ecosystems. Predictions aside, as a… Continue reading »
by AdExchanger // February 5th, 2018 //
»
What’s New For 2018? Nothing

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Belinda J. Smith, global director of media activation at Electronic Arts.  I realize I’m late to the game with the year-ahead predictions, but this year the annual ad tech soothsaying has hit a nerve. The slow… Continue reading »
by AdExchanger // January 29th, 2018 //
»
Forget Viewability: Your Ads Aren’t Serving

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Bennett Rosenblatt, rider display marketing lead at Uber. At Uber, our programmatic strategy prioritizes transparency and trust above all. We run campaigns in an enterprise self-service demand-side platform (DSP) and leverage a transparent ad server to… Continue reading »
by AdExchanger // January 22nd, 2018 //
»
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