media planning

Marketers are pouring billions into CTV – but without the right tools, duplication, fragmentation and murky measurement can drain ROI.

As the newly appointed CMO of Genesis Motor America, it’s Amy Marentic’s job to raise awareness for the luxury auto brand, which is fighting for market share against more well-known incumbents in the US market. To do it, she’s analyzing the data and working on a growth strategy to reach a largely untapped demo: women. Plus: Marentic’s unique origin story, from astronaut hopeful to chief marketer.

Television advertising has undergone a remarkable transformation in recent years, with connected TV (CTV) emerging as a powerful channel for marketers seeking the impact of traditional television with the precision of digital targeting.

What does it take to serve midsize brand clients? How is AI transforming media buying? And why, for the love of god, is measurement still so messed up? Mediastruction CEO and Founding Partner Marilois Snowman has a few thoughts.

Dividing brand and performance makes sense as long as the two sides collaborate closely, says Jennifer Burch, Hasbro’s senior director of global media.

Angela Zepeda is the former CMO of Hyundai Motor America – but not because she’s leaving the brand. She’s Hyundai’s newly-minted chief creative officer. Hyundai recently restructured its marketing department to split the CMO role into two jobs: creative and performance.

Bayer partnered with its data agency, fifty-five, to develop a custom in-house creative analytics dashboard built on Google Cloud to more effectively measure and evaluate creative performance.

GroupM’s integration with Google allows its Choreograph campaign planning and insights platform to compile data derived from Google – including signals from Search, YouTube and Google Analytics – in one interface.

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…