As social platforms fragment, brands need to remain flexible in their paid and organic strategies. Church's Chicken reimagined its social media playbook for changed times. Alan Magee, Vice President,
Digital Marketing & Technology at Church's Chicken, explains how they sought to encourage more than engagement but engender true brand fan love. With campaigns that broke through the clutter Church's
is growing its social footprint and engagement in ways that serve the core business and not just Follows and Likes.
USIM worked with Roku to help solve the problem of generating foot traffic during the pandemic by providing a new ecommerce strategy to offset the reluctance of consumers in the market to return to
The biggest challenge is being able to profile audiences across media touchpoints.
Rapid and accurate audience measurement is the gold standard of accountability for any medium or media owner -- but how possible is it?
According to the study, there are five areas where multinational marketers are struggling within their media practices.
In a June webinar exploring what metrics should be used as media trading currency, Lumens Research Managing Director Mike Follett discussed how advertising works based on Lumen's proprietary
TV's lower ad prices and higher available inventory enabled digital-first advertisers not only to test TV but to test some of primetime's most popular shows. Learn how testing and changing up your
media plan can capture revenue growth, greater efficiency and data points while also establishing a consistent form of measurement with OTT.
In what may be the most compelling argument yet to finally end the ad industry's practice of targeting media audiences based on demographic composition, Vice Media Group Wednesday made the case that
the method is not just ineffective, but outright "discriminatory."
Professionally produced ads were found to be more effective in driving travel-related actions than UGC in a survey from SSP Magnite.
In a healthy leading indicator of the U.S. ad industry recovery, ad execs -- both advertisers and media planners and buyers -- say they are reviewing their ad budgets much less frequently than even
five months ago. The data, which comes from the IAB just-released update of an ongoing tracking report of ad executive confidence, shows that only 15% of respondents are reviewing their ad budgets
monthly vs. nearly double (29%) that amount when it last surveyed them in November 2020.
The data will enhance the Omni marketing operating system's ability to provide a single view of the consumer that can be dynamically shared across all marketing practices.
"We have a fire under us that needs to be addressed," Essence Global Chief Media Officer Adam Gerber warned.
More small and medium-sized businesses expect to increase their marketing efforts this year. Those planning to spend more will increase media buying by 35%, according to data released Tuesday by
The cinema ad industry is getting a jumpstart on 2021, announcing a new and much improved measurement service that will also be integrated into Nielsen's dashboards and printed reports so that
advertisers can look at it alongside linear TV, VOD, streaming and other options, too.
As much as the industry's focus on data has changed, Peter Sedlarcik says he remains focused on the role media plays in activating consumers on behalf of his clients' brands.
Only 10% of advertisers and agency media planning and buying executives surveyed by the IAB last month say their ad budgets for 2021 are firm for the entire year, while 39% say they are "ballpark"
and 19% say they are flexible for the entire year. Those are among the findings of interviews the IAB conducted with advertisers and agencies as part of a 2021 Marketplace Outlook report, released
Mediaocean is automating local TV media-planning and media-buying tools, improving workflow to better compete with digital and other media platforms. New automated features for pre- and post-buy media
tasks will help local TV media buyers using its Spectra or Prisma systems. For pre-buy work, media buyers have had to manually aggregate avails for years -- as well as input negotiated rates with TV
stations, forecasting, and optimizing schedules.
By a margin of nearly two-to-one, ad executives -- both advertisers and ad agency media buyers -- believe Joe Biden will win the 2020 presidential election. That's the finding of a study about the
impact of the political advertising season on conventional advertising and media-buying plans released this morning by Advertiser Perceptions.
Josh Chasin has joined an elite group in earning one of the industry's highest honors -- the ARF's 2020 "Erwin Ephron Demystification Award," whose previous recipients include Leslie Wood, Jim
Spaeth, Dave Poltrack, Irwin Gotlieb, Bill Harvey, and Chasin's former Comscore boss, Gian Fulgoni.
In what could be an anathema for the 2020-21 upfront and other long-term media-buying decisions, U.S. ad execs say the average lead time for their media plans has been cut nearly in half since the
COVID-19 pandemic hit. The average amount of time for U.S. media plans has fallen to just 2.3 months post-pandemic vs. 4.2 months pre-pandemic, according to the most recent wave of tracking surveys
conducted among advertisers and agency executives by Advertiser Perceptions.
Dentsu Aegis Network, whose agencies have long been proponents of developing proprietary advertising and media attention metrics, has announced it is working with TV audience measurement firm TVision
to develop "attention planning capabilities" based on its proprietary "engagement metrics."
One of the most surprising developments surrounding our coverage of the COVID-19 pandemic is the degree to which real-time marketing or media data has become a proxy for epidemiological data,
revealing patterns of human behavior changing in response to the disease. First it was Google search and Amazon sales data ascribing how people were researching and preparing for it. But more
recently, ad industry data developed for marketing and media planning have become leading indicators of a return to some normalcy.
A month after benchmarking the impact the COVID-19 is having on the advertising plans of U.S. ad executives, the disruption has grown much more pronounced, according to the third wave of a series of
tracking studies fielded by Advertiser Perceptions.
ESOMAR, the global voice of the data, research and insights community, moderated its first TV "at home" seminar April 30, covering the status of marketing and media research in a post-COVID-19 world
from a wide range of perspectives.
Nielsen witnessed stability from its traditional media ratings business in Q1, but its marketing services continued to struggle. It plans to complete the spinoff of Nielsen Global Connect by November
The appointment comes shortly after SRDS was acquired by Adwanted Group. Kent led Kantar North America and earlier served in a number of roles at VNU including president of VNU Marketing Information
Most are not expecting a bounce-back in the fourth quarter -- and it could be creatives that continue to be hardest hit.
America has already begun "opening up," according to some unique out-of-home media-planning data released today by Geopath and Intermx. The data, which tracks the average number of miles traveled
daily per person, shows it crashing since early March and then suddenly bumping up in mid-April.
Kantar has begun re-contacting panelists in its massive TGI media-planning panel to glean explicit insights about how the pandemic is altering consumer attitudes and behaviors. The findings are not
surprising, but can be used to plan media buys with greater rigor.
It's official -- the COVID-19 crisis has spawned the ad industry's pandemic-based media-planning segments. The segments, which were identified as part of a new study fielded by MRI-Simmons, cluster
Americans based on personality traits they are most likely to sustain after the pandemic subsides: "nervous" and "accepting."