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Brand Aware

  • Solving The ‘Law Of Ad Blocking’

    “Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is by Tony Ralph, director of advertising technology at Netflix. Every time I open a mobile web browser I’m reminded of Wirth’s law. Wirth’s law postulates that software becomes slower more quickly than hardware grows faster. Mobile hardware advances […]

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  • With Its Eye On Consumers, Health Care Attempts A Shift From Volume To Value

    “Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Mayur Gupta, senior vice president and head of digital at Healthgrades.   I used to hear that health care was behind other industries when it comes to digital technology adoption […]

  • Publishers: Stop Refusing Our Money

    “Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view.  Today’s column is by Mike Zeman, director of global programmatic marketing at Netflix. Imagine you’ve walked into a convenience store to buy some milk. The cashier says, “That’ll be $5.” You hand him a $5 bill, only to be told, “I’m […]

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  • The Founding Principles Of An Omnichannel Strategy

    “Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Mayur Gupta, global head of marketing technology and innovation at Kimberly-Clark. Much of what has been written about omnichannel experiences reflects two perspectives. The first: Every consumer expects it and every brand wants to deliver it. […]

  • Nestlé’s Programmatic Branding Campaign Brews Strong Results

    Nestlé found its sweet spot through a recently executed branding campaign for its Nescafé Dolce Gusto brand. For its first-ever wholly programmatic ad campaign, the European java vendor tapped UK-based online marketing firm Jellyfish to drive sales of its coffee machines. The goal was to maximize the efficiency of its display advertising, without compromising on […]

  • To Build Or Buy An In-House Programmatic Stack? Do Both

    “Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is by Tony Ralph, director of advertising technology at Netflix. Over the last year, I’ve spoken with at least a dozen representatives from brands both large and small that are looking for advice on first steps as they consider […]

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  • Procter & Gamble CMO Pritchard: Programmatic Delivers Business Lift

    Programmatic ad buying is an inexorable and positive progression for the marketing industry, according to Global Marketing Officer Marc Pritchard of Procter & Gamble, the world’s largest advertiser. “[Programmatic] is inevitable, and we’re definitely interested,” Pritchard told AdExchanger on Thursday. “It enables you to more precisely target, and do it at a very valuable price, and […]

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  • How Do We Put Humans At The Center Of The Marketing Tech Ecosystem?

    “Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Mayur Gupta, global head of marketing technology and innovation at Kimberly-Clark. These are interesting times in the growth of marketing technologies, which are consolidating and diversifying simultaneously. While the consolidation is slow, it is being triggered […]

  • Why You Should Ditch The ‘Digital Center Of Excellence’

    “Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Mayur Gupta, global head of marketing, technology and operations at Kimberly-Clark. In recent years an increasing number of marketing organizations have established “Digital Center of Excellence” teams. They are often called the DCOE or COE, and are […]

  • The Omni-Channel Paradox

    “Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Mayur Gupta, global head of marketing, technology and operations at Kimberly-Clark. Brands have as much of a chance of driving frictionless omnichannel consumer experiences as a Formula One race car driver trying to win a race […]

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