“Alex was an incredible creative and strategic partner during his time advising Flipboard. We worked side-by-side on a number of our most instrumental brand initiatives, from reshaping our in-market brand and sales narratives, to activating them through out-of-home at events like SXSW, CES and Cannes Lions. From the macro to the micro, his contributions took our work to the next level—his enthusiasm, energy, ingenuity and passion makes him an invaluable addition to any team or project.”
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It’s Grand Slam time for American Express 🎾 One of our incredible summer line-up is heading to London and bringing incredible access and…
It’s Grand Slam time for American Express 🎾 One of our incredible summer line-up is heading to London and bringing incredible access and…
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Robert Webster
What a wonderful podcast for attribution fans. Fantastic content from Ron Jacobson and great to hear about how Rockerbox are offering great attribution practice and technology for the market. Some months ago Ron and I had a, let's say robust debate on the merits of MTA. listening to this I still dint think we align but some of that will be down to precise definitions, semantics and use cases. Whilst I dont believe in the merits of what I perceived as MTA what Ron describes is definitely compelling. That being said its clear we agree more than we disagree. Attribution is so important and I really like the approach taken here. It's also amazing to see a company succeed on attribution, not an easy task history shows. I particularly love the idea of triangulation of different methodologies to be able to evaluate media. A lot of details I am sure on thus concept, it's what I call a multi discipline framework (triangulation is snappier).
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6 Comments -
Melvin Wilson
While I can’t speak to the legitimacy of the accusations herein, this is still a worrying situation for advertisers everywhere. Publications whose reputations are staked on their image of legitimate business are not what many may expect to be perpetrators of MFA Ad fraud. That being said, we can better understand ad fraud by looking at the incentive changes on the supply side of these AdTech deals. Ad fraud particularly harms multicultural publishers, as their reach and impact receive decreased impact when improperly assigned to Ad spaces. #AdFraud #AdTech #ProgramaticSupplyChain
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Andrew Butler
Fourthmeal... the meal between dinner and breakfast. It's been almost 20 years since we introduced this crazy idea that didn't just elevate the business, but truly became part of the cultural lexicon. The team at FCB Irvine and Taco Bell realized that 'spice up the night' had done great things for the business, but wanted to provoke the fast food industry as only TB could. Strategically, we leaned into the fact that the food did more than just fill you up, but late at night it was more about 'feeding your carnivorous side' (aka the main idea from the brief). Since then, seeing how the business has continued to evolve, creative that pushed deeper into the role Fourthmeal can play in people's nights, and as the CBO said at the time... "TB is really just late night food we eat during the day". Remembering our crew that created this iconic idea... Chris D'Amico, Michelle Purcell, Teddy Brown, Sean Hardwick, Richard Pinnella, Cooper Olson... they've all gone onto great things, but this is one that I always go back to. #Fourthmeal #iconic #brands #creativeideas #business #latenight #FCB #advertising #campaigns #makingithappen #TBT #throwbackthursday #socal #creative #marketing #provoke #strategy #brandstrategy #creativestrategy #fastfood #qsrmarketing #qsr https://lnkd.in/e2xZZf3t
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Dr. Ramla Jarrar
CMO: “Okay, you reported on the effectiveness of our channels, but what about the creative? What can you tell us about the performance of our creative?” Almost all of our MMM clients ask us about this at some point during the project. And of course they will, after all, creative is a big (if not the most important) part of media effectiveness. As a modeler, you have a couple of options to deal with this. Ideally you can measure creative impact in a campaign level analysis. You should be able to split the media variable for a channel into the different campaigns that compose that variable. For example, if you have 3 campaigns that ran during the year, then you will have 3 variables and their coefficients in the equation. Those coefficients can then tell you the impact of the corresponding creative on your sales. So if Campaign 2 has a bigger coefficient, that basically means that the same GRP/Impression is delivering more value with Campaign 2 than using Campaign 1. Obviously this is an ideal situation, because in real life things rarely work this way. Most of the time you end up with way too many campaigns to measure, and it's impossible to get them all in the same equation because: 1. You either run out of degrees of freedom (have way more variables than data points that you need to estimate these) 2. Multicollinearity between campaigns (i.e. some of the campaigns overlap) making it very difficult to get separate measurement for each campaign. So what can you do? One way to remedy this is to have some ground truth around the quality of the campaigns. If possible, you can tap into research being done by the brand in terms of quantifying the impact of their campaigns. Fortunately, this is becoming more common. I’m seeing ad pre-testing making a comeback. Some brands run post-tests to understand which ads were more impactful. I also recently had a great talk with Mihkel Jäätma from RealEyes on the use of AI for creative testing, very promising technology that can provide the necessary ground truth for creative in a scalable way. So with reliable information on which campaigns stood out, you can have them as separate variables and test whether or not they have a bigger or smaller impact compared to the average variable impact. And this way you can recommend what specific creative your client needs to run to be more impactful, improve their media performance and their ROI. 😉
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Asad Haroon
https://lnkd.in/gSNGxFQp The Spencer Stuart annual CMO Tenure Study offers compelling insights into the evolving role and stability of CMOs, particularly noting the tenure stabilization at 4.2 years for Fortune 500 CMOs. It's intriguing that B2B CMOs tend to have longer tenures compared to their B2C counterparts, with 4.5 years versus 4.0 years respectively. This difference likely reflects the distinct challenges and market dynamics each sector faces. The study also highlights the increasing trend of CMOs taking on broader responsibilities and the significant number of first-time CMOs being promoted internally, suggesting a strong emphasis on leadership development and succession planning within organizations. It is great to see that women now represent half of Fortune 500 CMOs. I believe it's important now for companies to turn their attention to improving development and support systems for diverse high-potential leaders. #CMOtenure #B2BMarketing #Leadership #WomeninMarketing
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Saleem Abbas
27 Things From Amazon With Such Great Reviews, You May Want To Own Them Yourself BuzzFeed Shopping contributor Rachel Dunkel looooves this stuff: "Not my tegument above, but I 100% vouch for this liquid exfoliant's amazingness. It's helped to adjacent retired my tegument code and power the hormonal acne astir my mouth. It's the lone happening I consciousness similar has actually helped commencement to dilatory down those breakouts, and for that, I'm everlastingly thankful. I use a bladed furniture successful the greeting and astatine nighttime aft cleansing and earlier moisturizing." Promising review: "MIRACLE IN A BOTTLE. I person each tegument contented you tin deliberation of. I’ve spent astir apt thousands connected a multitude of antithetic products, trying to find 1 that would astatine slightest marque a dent. I’ve had galore procedures and galore trips to the dermatologist. Nothing I’ve ever used, thing I’ve ever done, has made specified a profound quality successful the quality of my skin. Having rosacea, my look often felt hot, bumpy, and burned. While my complexion is people just and pink, this has earnestly covered each my bases successful a gentle and effectual way. I’ve been trying to crook my tegument astir for YEARS! This was the merchandise that did it. If I could springiness it 100 stars, I would. It has earnestly changed my life!" —hc Price: $13+ (available successful 2 sizes)
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Jenna Isken
Coachella: a cautionary tale for brands. Despite its star-studded lineups and passionate attendees (we see you, Taylor Swift!), the festival recently hit a sour note with a record-breaking lack of interest. Over the years, Coachella went from music fest to brand extravaganza. Brands, eager to be 'cool,' splurged on everything from art installations to VIP parties, reaping short-term benefits and boosting Coachella's visibility as a marketing benchmark. But nothing lasts forever, and now they're facing the music. What does Coachella stand for today? What legacy has it created? Without clear guidelines for partnerships, space usage, and participation - letting people use it the way they saw fit - Coachella's brand has been diluted away. Brands, take note: protecting your equity goes beyond logos. Comprehensive guidelines should cover employee conduct, decor, and partnership strategies, ensuring a cohesive brand experience. Coachella can bounce back, but it will take deep reflection before next year's lineup announcement to reclaim the essence that made it special to begin with. #Coachella #Brand #BrandExperience
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Luke Dean
Netflix has the DNA of a disruptor but as this piece explains, ad-free mass media is proving to be a “blip” and advertising revenue is now key to its growth. “Netflix is no different to Disney, Paramount, Warner Bros. Discovery and Comcast — just another international TV company that is dependent on the same economic equation,” the publication’s editor-in-chief writes. I find it fascinating, though not surprising, that the world’s largest streaming service is headed “back to the future” and the proven economics of traditional ad-funded television. It’s great news for advertisers who will be able to increasingly access Netflix’s valuable audience. https://lnkd.in/esyAsQRX
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Tye DeGrange 📈
📊 Ad Measurement 🎯 Attribution 📈 Incrementality 📺 Media Mix Modeling (MMM) 🧪 Testing As you know, these are all near and dear to the Round Barn Labs team and me, and they are central to our discussions of learnings on the Always Be Testing podcast! When budgets are tight, and more rigor than ever is needed to measure performance marketing, you better have your ad measurement game TIGHT or TOIT, depending on your preference 😉 Jeff Greenfield is an ad measurement veteran who nails Episode #43. 🏫 Built and sold C3 Metrics based on tagging solutions to understand multi-touch attribution 🏡 Rise of walled gardens, no impression tags in TikTok and Snap 🔏 iOS 14.5 changes 🍪 Pending Cookie Deprecation 💻 Measurement cannot be at the user level anymore 🚀 Launched Provalytics to address a hybrid of MMM and cookieless attribution "The Future of Ad Measurement is on-site improvements and ad and campaign updates." - don't sleep on CRO and its impact here. 🖥 He believes one vendor can take more of the ad measurement market 🔥 Most brands are overinvested in non-brand paid search b/c they are not invested in full-funnel enough. Spotify: https://lnkd.in/d4VhNDv3 Apple: https://lnkd.in/dHUP2HaY
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Jeff Greenfield
🚀 Unlock the Future of Marketing! 🚀 Ever wondered how cookie-less attribution is revolutionizing our industry? I had an in-depth chat with Tye DeGrange 📈 on the “Always Be Testing” podcast about this game-changing technology. 🔍 Discover the secrets to data-driven growth and how you can stay ahead in the evolving digital landscape. 🔗 Listen Now Spotify: https://lnkd.in/d4VhNDv3 Apple: https://lnkd.in/dHUP2HaY #MarketingRevolution #DataDriven #Podcast #Cookieless #GrowthHacking #attribution
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1 Comment -
Kenneth Rona, Ph.D.
Someone said that I was on a quest to be on every cap table in the industry. It is true that I have found my way on to a few but have never had any that have exited. Not super focused on it; It is a bad way to live. In the past, I have worried a lot about when this or that company was going to exit. But I now try really hard to be all "one-day-at-a-time" and "accept the things you cannot change" about the various equity pieces. I have a lot of sleepless nights, and it is a regret of mine. At one point, I gave myself a panic attack and had to consciously shift my thinking. Cautionary tale. Moving on. When starting companies, I have been part of teams where we wanted to build something that we thought clients would very much want, was hard to replicate by large companies in the space and required extreme domain expertise. Neither of the tech companies that I helped found were "built-to-sell" as their primary focus. They are technology/product companies where there are real assets that would be hard for someone to duplicate. However, I have observed that if your company survives in AdTech, you have a strong technology, and you are not too big (a very experienced founder told me sub-300MM in valuation), you likely get bought; otherwise, you have to take the leap and go public. I think this dynamic is part of Aperiam's success. They have a higher probability of exits, but at more modest valuations. I think this is a very smart model. Not zero to one, but zero to .6., but they have had some power law type exits. Let's see if anyone from there corrects me. I can think of a few cases where companies have not sold or gone public, and the founders are operating solid companies. And that is why you don't build to sell. You could be operating the company for a while and you don't want to get burned out and angry that you are stuck with something that is worth a lot but can't exit. Regardless, I would be up for an M&A surge.
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Jennifer Marie Cunningham
🎧 Personal Insights on the Impact of Podcast Advertising 🎧 After reading Curt Steinhorst's fascinating piece on "5 Reasons Podcast Ads Outperform," I couldn't agree more with the intimate attention capture that podcasts offer. Here are some key takeaways that resonated with me: Hyper-Targeted Reach - The specificity with which podcasts can target audiences aligns perfectly with my experiences in digital marketing. It's about reaching the right ears, not just more ears. **Trust and Influence - The relationship between podcast hosts and their listeners is profoundly impactful. This trust translates into higher ad effectiveness, something I've observed with the campaigns I've managed. **Engaging Storytelling - As someone who values compelling narratives, I see how storytelling in podcasts keeps listeners hooked not only to the content but also to the ads embedded within, increasing their effectiveness. **Steinhorst’s article is a must-read for anyone looking to understand why podcast advertising is becoming a gold standard in digital marketing. Check out his insights linked below. Has your experience with podcast ads mirrored these findings? I'd love to hear your stories! #AdTech #MarketingTrends #DigitalMarketing #Podcasts
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Chris Peterson
A busy morning in the podcast world as the IAB has released the 2023 podcast advertising study & iHeartMedia reported Q1 earnings. Let's dive in! First: IAB The headlines are simple: - Podcast ad revenue grew by 5% in '23, just shy of $2b (US). Yes, this is slower growth than we have seen previously (I can hear those misinformed headlines being typed as we speak!). If you look at the major players and their quarterly earnings over the last year, they all saw growth. So, what slowed down overall revenue? Simply, it was the middle & lower tier of podcasting. Brand dollars went to Spotify, iHeartMedia, SiriusXM, etc., increasing the delta between those platforms & the independent publisher. - But wait, there's more... Podcast revenue is projected to more than double its 2023 ad revenue growth rate in 2024 and is tracking to a total spend of $2.6b by 2026. So what does this mean? This means that podcasting remains very healthy and the best revenue growth opportunity in digital media for the foreseeable future. We're seeing increased revenue growth from all the big players, and those dollars do trickle down to the mid-tier, especially as they tap into existing marketplaces. All is good. https://lnkd.in/eCGxgnUs --- Now, onto iHeartMedia: Overall, the company made $799 million, down YoY by 1.5%. If you take out political revenue, they're down 2.5% (and the stock reflects that, down ≈31% today as of writing this... eesh). Their Digital Audio Group saw revenue of $239m, up 7%. Not bad! Thankfully, iHeart breaks out their podcast numbers, which were $91m, up 18%! If you remove podcast revenue, the digital group is only up 1%. So, like with SiriusXM, we see podcast revenue as the tide raising all boats. So what does that mean? It's the same story as SXM: a declining business focused on radio that is desperately trying to grow its digital initiatives to offset losses from its bread and butter. And podcasting is the only digital venture that is working—and it's working well! But will it work quickly enough? That's a tough one. Podcasting now makes up 11.3% of the overall revenue, which is tremendous growth but needs to be bigger to offset the rest. So, what happens? While the company tries to grow digitally as quickly as possible, it is also creating quite a valuable asset that could be attractive to an outside buyer. $400-500m/yr in revenue with an extensive podcast network, ad marketplace, and technology could be quite the bundle for larger companies that have yet to enter the podcast space... 👀 Never a dull moment! --- I'm the CEO and founder of DWNLOAD Media, a fund focused on acquiring majority stakes in podcast companies. With continued audience and revenue growth, podcasting continues to be the most under-valued medium, making it time to invest in audio. If you're interested in investing in the podcast space, DM me! #podcasts #audio #investing #podcasting #iheart #radio
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Annie Amies
Thrilled to have represented Vintage Faire Mall in a live segment on Good Day Sacramento in my prior role as a Senior Manager of Marketing. Now, as a brand strategist, I have the opportunity to discuss the powerful synergy between marketing and live TV with my clients.🚀 In today's fast-paced digital world, where personalized connections are key, leveraging live TV presents an incredible opportunity to engage with your target audience both dynamically and authentically. 💼 Live television amplifies brand visibility, fosters trust, and drives meaningful interactions with viewers through a more personal connection. In this case, with the host and I as their guide, I was able to provide an experience we were offering for a holiday activation. 📈 Here are a few key takeaways: 1️⃣ Real-Time Engagement: Live TV allows for instant interaction with the audience, fostering genuine connections and feedback. 2️⃣ Authenticity: Nothing beats the authenticity of live content. It humanizes brands, making them more relatable and trustworthy. 3️⃣ Targeted Reach: By strategically aligning marketing messages with live programming, we can reach our target audience at the right time and in the right context. 4️⃣ Memorable Impact: Live TV leaves a lasting impression. It's an opportunity to tell compelling stories and leave your audience wanting more. Not to mention, provide shareable content to the platforms that you control. 5️⃣ Call To Action: Provide an actionable next step for your potential customer. For instance, "Make Your Reservation" and pre-plan your visit. Let's continue to push boundaries and redefine the future of marketing together! 💪 #Marketing #LiveTV #Innovation #brandstrategist #adagency
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