Marketing | Page 4 of 12

Unlocking Real-Time Relevance

A smarter approach to audience growth Marketers agree: Real-time relevance is essential. But many still fall back on demographic and behavioral data—missing the moment their audience is actually tuned in. In fact, more than half of marketers prioritize past behavior over present context, according to a new report from ADWEEK Branded and GumGum. “The Contextual […]

Stop Chasing Gen Z—Meet Them at the Movies

Marketers love to talk about “the unreachables”—and Gen Z often tops that list. They watch less TV than previous generations. When they do tune in, they’re often watching on YouTube or Netflix, platforms that either fragment attention or skip ads entirely. That’s why the marketing hive mind has settled on TikTok as the go-to answer—because […]

Declassified: Cracking Creative Effectiveness

Brand managers are working overtime to feed an ever-growing content machine, and its appetite shows no signs of slowing down. At the same time, they’re trying to engage increasingly fragmented audiences across a growing number of channels, while always demonstrating clear return-on-investment (ROI). Little wonder that they’re under growing pressure to unpack the magic of […]

Making Transparency Your Selling Point

Transparency is one of the ad industry’s favorite pet topics. Today’s marketers spend sleepless nights puzzling over how much of their budget is lost along the mazelike programmatic supply chain, if they can trust CTV middlemen, or whether supposedly epoch-defining AI tools are in fact Mechanical Turks. The disinfectant of sunlight, in theory, provides a means of […]

5 Tips to Implement a Creative Testing Strategy

To run a successful media campaign, it’s important to first answer a few key questions: If your creative is not optimized to address these questions, then overall campaign performance will suffer. The importance of creative in marketing, and especially in the retail media industry, is often overlooked. Just as strong creative can have a positive […]

Better AI Starts With Strong Data and Identity

Artificial intelligence seems to be the biggest topic on everyone’s mind. What once was considered a distant sign of the future, AI is now a staple in so many facets of our lives. From spellcheck to supply chain, AI is transforming the way people communicate, collaborate, and consume—and there’s no greater example than how it’s […]