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»Chris Peterson

Chris Peterson headshot
The Low-Risk Decision To Pause Facebook

“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 Chris Peterson, managing partner at Rain the Growth Agency. Pausing advertising on Facebook can look risky. Facebook has become the marketing lifeblood of a long tail of small businesses while serving... Continue reading »

by AdExchanger // July 20th, 2020 //
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Chris Peterson headshot
When Advertising Bets Are Off: Media Planning And The COVID-19 Crisis

“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 Chris Peterson, managing partner at Rain the Growth Agency. Your media planning strategies from February may or may not tell you much in April or May. Two months ago, you understood... Continue reading »

by AdExchanger // April 16th, 2020 //
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Chris Peterson headshot
A DTC Creative Action Plan: Rapidly Evolving Messaging During Coronavirus Turmoil

“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 Chris Peterson, managing partner at Rain the Growth Agency. The coronavirus pandemic has called into question every aspect of advertising strategy in ways never seen before. It’s not your typical... Continue reading »

by AdExchanger // March 27th, 2020 //
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Chris Peterson headshot
A DTC Advertising Action Plan: Effective Ad Management Through Coronavirus Turmoil

“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 Chris Peterson, managing partner at Rain the Growth Agency. Every brand today is evaluating the current environment for its people, communities and customers. Direct-to-consumer (DTC) brands specifically rely heavily on... Continue reading »

by AdExchanger // March 18th, 2020 //
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How UX Can Shape DTC Brand Strategy

"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 Chris Peterson, managing partner at R2C Group. At the heart of the direct-to-consumer (DTC) revolution is a fundamentally different relationship between brand and customer. That difference is driven by technology. Trillions... Continue reading »

by AdExchanger // September 13th, 2019 //
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The Podcasting Ad Opportunity Is Increasing – And So Are Its Growing Pains

The podcast industry is growing, and audio giants want a piece of it. Twenty-six percent of Americans listen to podcasts every month. These people are young and well-educated and have higher-than average household incomes, according to Edison Research. They’re also loyal and engaged, on average consuming seven podcasts per week. Ad dollars are following. Last... Continue reading »

by Alison Weissbrot // May 17th, 2018 //
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TV Is Going Away (Or Not)

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Chris Peterson, managing partner at R2C Group. Telling people you work in TV advertising can be exasperating. The response typically goes something like this: "Do people even watch TV anymore? I don't." At least, that's... Continue reading »

by AdExchanger // February 26th, 2018 //
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Advanced TV Targeting: A Small Step Forward

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Chris Peterson, managing partner at R2C Group. I’ve sat through at least a dozen TV ad tech presentations that promise pretty much the same thing: the complete transformation of customer targeting for TV advertising. While... Continue reading »

by AdExchanger // December 11th, 2017 //
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Inside iHeartMedia’s Push To Become A Key Destination For Podcasts

Radio giant iHeartMedia has had a big first year as a producer and distributor of podcasts – and it’s ready to go deeper into on-demand audio in 2018. Since launching a dedicated podcast section in January, podcast listening has grown 60% on the iHeartRadio app. iHeartMedia is the second-largest podcast network ranked by measurement firm... Continue reading »

by Alison Weissbrot // December 7th, 2017 //
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Programmatic TV Needs A Reboot To Scale

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Chris Peterson, managing partner at R2C Group. There’s no doubt that TV media planning, buying and measurement will be disrupted by the smart application of technology and data. There is a clear opportunity, given that... Continue reading »

by AdExchanger // March 13th, 2017 //
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