When faced with a recession, brands should focus on fundamental changes that save money and drive efficiency while seeking ways to get more out of their data, technology and ad spend, writes Nancy Marzouk, CEO and founder of MediaWallah.
Programmatic OOH – paired with new cross-channel management capabilities – means prospects can now be served OOH ads on their actual journey to the store as part of a more holistic marketing strategy. Omri Argaman, chief marketing officer at Zoomd, explains why OOH campaigns can have a massive impact and how to maximize it.
Many marketers think of cost per acquisition (CPA) as the holy grail. But a better metric to consider is the lifetime customer value: acquisition cost ratio, also known as LTV:CAC, writes Cary Lawrence, CEO of Decile.
Meta’s wide reach and success around low-funnel objectives can be worth it. CPMs might be high, but if a brand’s cost per order has remained stable, it’s likely a worthwhile investment. For advertisers focused on higher funnel objectives like awareness or reach, however, there are alternatives, writes Amy Rumpler, SVP of paid search and social media at Basis Technologies.
There are three key ways in which the industry can do a better job of selling customers on the value exchange they’ll see from sharing their data with brands, writes Scott McDonald, President and CEO of the Advertising Research Foundation.
The advertising and ad technology industries undergo a major landscape shift every five years or so, and we’re in the middle of a seismic change with third-party signal loss. As with every exploration and monetization of a new frontier, the next era of digital advertising requires a recommitment to shoulder-to-shoulder collaboration, writes Bob Walczak, CEO of MadTech Advisors.
Brand safety’s detrimental impact on diverse, equitable and inclusive media goals is a question of automation gone wrong, ham-fisted implementation and industry leaders choosing the easy route, writes Charles Cantu, CEO and founder at Reset Digital. In this column, he reviews how brand safety’s DEI problem has developed and recommends steps advertisers, agencies and brand safety organizations can take to overcome it.
In a recent terrorism advisory bulletin, the Department of Homeland Security increased levels of concern for potential violence against LGBTQ, Jewish and migrant communities. It’s now more important than ever for brands to have strong ethics and flex their ad dollar muscles. They must demand that social media platforms do all they can to rein in hate speech and insinuations of violence on their platforms, writes Michael Benedek, CEO of Datonics.
The post-cookie marketplace must be reimagined for active customer data collection in which both the customer and brand are incentivized to create a more direct and reciprocal relationship in which both reap the benefits. Matt Chmiel, strategy director at Siberia, recommends four steps that will help brands make the journey from passive to active data collection.
The Competition and Transparency in Digital Advertising Act, the American Data Privacy and Protection Act and efforts to change Google’s and Apple’s mobile advertising practices would force companies to adopt new practices and technologies to understand and act on consumer identity. Mathieu Roche, co-founder and CEO at ID5, dives into each initiative and its implications.
