performance

LAS VEGAS — Consumers increasingly feel brands don’t care about them as companies reduce brand investment under pressure to prove immediate value, creating disconnection that surfaces in research showing most people believe advertisers pursue transactions rather than relationships. “Something like 71% of consumers have said, ‘I think they’re only after me for my dollars.’ Meanwhile, […]

LONDON — Retail media is evolving from a transaction-focused performance channel toward brand building as companies leverage data and signals to shape customer connections across multiple touchpoints. “Companies can actually use the data in two ways. One is obviously the transaction that will always be there, will remain strong, but also brand building,” Luis Martinez, […]

Artificial intelligence is generating new interactive data signals from creative content that enable moment-based messaging, fundamentally changing how brands reach audiences beyond traditional television daypart structures. “I think if you can provide signals based on moments, and that’s what AI is going to do in creative and content, you can have more powerful dynamic messaging,” […]

Gaming advertising represents a still untapped opportunity for marketers facing television supply constraints as streaming migration reduces ad inventory while offering the scale, engagement, and demographics that traditional channels struggle to deliver. “Gaming provides an opportunity for conversion in a way that could deliver lessons to the rest of Madison Avenue,” Terry Kawaja, founder and […]

The advertising industry’s fixation on serving maximum impressions continues to damage brand affinity and user experience, argues Adam Gendelman, VP, Head of Sales and Operations at Wunderkind. And that’s created a false choice between privacy respect and advertising performance that data shows doesn’t need to exist. “The biggest thing, and it’s still an issue today, […]

CANNES – Strolling down the Croisette a few weeks ago, Attain Co-founder and CEO Brian Mandelbaum received one overwhelming message: outcomes are everything.  For the head of the consumer transaction data analytics company head, that represents a fundamental shift from just a year ago. “I’ve been walking around Cannes for the past five days, and […]

MIAMI – Building an in-house media operation isn’t anything special anymore. But when a major pharmaceutical company boasts of such an enterprise within its walls, it’s always worth paying more than a little attention. After all, as an advertising category, pharma is huge, as Kantar notes the industry spends roughly $18 billion a year on […]

MIAMI – “Bigness” is generally considered the ultimate endgame for independent agencies after a decade or so. A period of ad shop consolidation is always around one corner or the next.  But some agencies do find value in retaining their stand alone status. Icon Media Direct is one of them. Among the prized values of […]

SAN FRANCISCO — Data-driven buying processes beget data-centric advertising. At least, that’s how the evolution of the collection of automated and algorithm-heavy trading techniques dubbed “programmatic” has played out so far. But are things changing? “We’ve put it in to a box of it only being performance-driven – that was a mistake,” says programmatic SVP […]