Amy Durbin

In TVREV, Magnite's SVP of Platform Revenue, Mike Laband, discusses the importance of user experience in TV advertising and how new ad formats like tiles and pause ads complement the streaming interface.

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It was great collaborating on this piece for PRNEWS with my MikeWorldWide colleague Clayton Durant on how executives and corporate teams vastly underutilize data to inform their LinkedIn strategies, leaving opportunity on the table to optimize content approach and drive ROI. To get the most out of their strategies, teams should fully leverage the extensive range of data available and: ✅ Build a data lake ✅ Collect data consistently following each publication ✅ Leverage AI for streamlined data analysis Once data is collected and analyzed, our next step is integrating those actionable insights into strategic plans, helping to build the most optimized presence for our clients. Read the full article here: https://lnkd.in/edAsvxXa

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The onslaught of political ads will push brands out of some traditional channels. Here’s how to help your brand campaign break through.

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One size fits all marketing just doesn’t cut it. Know who your audience is to make meaningful connections.

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The issues and risks of Principal Media have been well covered over the past few weeks. For specific actionable guidance, check out the Managing Media Playbook from MMC. If you don't have your copy yet, I'll send it to you.

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Ahead of this major election, we're beginning to see an influx in diversified campaign strategies that blend traditional and emerging digital platforms like DOOH to engage with audiences. Given its targeted, dynamic advertising potential in public spaces, a programmatic approach can help maximize reach and impact while optimizing ad spend.

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I love the testimonial from Madan Bharadwaj and the experience that I had teaching courses for and then working directly with the M^2 team. “Impressed with Michael and his team’s GA expertise, I had them teach the GA module in my class. We also asked them work on our own site and bundle them as part of our advanced analytics offering. MediaConfidant’s GA expertise is second to none.” - Madan Bharadwaj There's new case study out on the site that goes into more depth on our work together - teaching advanced analytics, data governance, data integrity, eventually working on the M^2 site and rolling into being a part of their Analytics offering. If you don't want to click through, here's the synopsis: It started out with MediaConfidant leading an initial course on Google Analytics and data integrity to make more informed decisions on Media Mix Modeling. It was so well received that we were asked a more advanced course that dove deeper into the root causes as well as highlighting where there are potential PII and site hacking vulnerabilities that you can use Google Analytics to find. Afterwards, M^2 brought MediaConfidant in to work on its own site. It was less of the typical account issues that we see - they're experts in data already. We were working with them on complex tagging challenges, tying back-end to front-end data that the tools don't inherently do - like connecting new vs returning customers across different systems for different products and different channels... After we ran the initial audit and set the foundation within the Analytics systems, Aaron King's expertise in understanding the back end data systems and the platform that M^2 is built on helped us to create a custom solution for M^2. Now, we're a part of M^2's advanced analytics offering and we're looking forward to partnering together more in the future. It's truly humbling when data and analytics experts choose us to work with MediaConfidant and I highly recommend that anyone who is interested in Analytics and MMM sign up for the M^2 masterclass - you may just see me make another guest appearance ;-) Thanks to an expert industry networker Chris Cloney for the introduction. #Googleanalytics #GA4 #dataintegrity #advancedanalytics #Msquared #digitalanalytics #sitetracking #sitetagging

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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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If you want to hear a few tips on brands and the people who create them, give some attention here. My friends at DUFF!BEAR Advertising have a show that you may find entertaining. Was I prepared for this interview? What could go wrong? Watch here for some fun in the world of marketing. This is the trailer, a summary of the short video. https://lnkd.in/g5gCrcm7

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Financial Services marketers: This Quad insights report is a great resource for brands aiming to get closer to their customers and build long-term relationships. Give it a download below or pass the link along to a #finserv marketer you know!

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In today's digital-first world, traditional billboard advertising often gets overlooked. However, it still offers a robust ROI, especially with the advent of digital out-of-home (OOH) advertising. Previously, measuring its impact was manual, but now, data analytics provide insights into audience demographics, purchasing behavior, and brand preferences in specific geographic locations. Digital OOH (out of home) allows for dynamic messaging tailored to the audience, enhancing engagement. When planning marketing strategies, don't discount OOH—it could be a valuable option. Contact KMA for assistance in selecting the right medium for your business. #OOHAdvertising #DataAnalytics #MarketingStrategy

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Have you seen the new Heinz's Pickle Ketchup Campaign? I haven’t tried it yet but I do love the combination of pickles and ketchup so I’ll probably be into it. Plus it seems like pickle flavor is sneaking into everything! #Pickles2024 Let’s breakdown the campaign and how these principles can apply to other food brands. 🎯 Core Campaign Concept. The entire campaign revolves around the concept of “You Can Already Taste It”. This comes through in their billboards, influencer campaign, paid social, their hero campaign video and the UGC campaign asking for “pre-reviews”. The overall idea that you don’t have to try it to imagine what it would taste like. 🍭 Multi-channel Campaign. An omnichannel marketing strategy leveraging multiple touchpoints with consistent branding leads to higher brand awareness, recall, customer retention, and ultimately increased sales. 🎨Tailored Creative Per Channel. They have a highly visual, punchy billboard in high traffic locations. A more authentic but still produced person on the street interview style video that plays well on YouTube. And leveraging creators on IG and TikTok. All three of these are telling the same stories in different ways that play better based on the placements. 📩 Capturing First Party Data. This is a hugely critical piece that a lot of brands who don’t sell DTC miss. Building a database of first party data dramatically increases the performance of your paid campaigns, gives you a direct line to your consumers and helps to future proof your business as privacy concerns continue to push us to a cookie-less world. Their giveaway where consumers submit pre-reviews (what they think the product will taste like) for a chance to win a year’s supply of the product is a great way to incentivize and capture this data. By adopting these tactics and principles, other food brands can effectively drive consumer engagement and boost in-store sales. #FoodMarketing

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We're running a webinar for Brands in a couple of weeks' time on Retail Media from an Advertiser's perspective (all of the information can be found below). If you're a CPG Brand Manager, Shopper Marketer, Ecommerce Owner, or you're in Digital Marketing, this could be a helpful session for you. A lot of the content out there right now is based on the theory - our intention for this session is to make it super practical & based on real-life case studies of those who we think are getting it right. We have a great panel line up, so you'll be hearing contributions from brands on how they're working in their organisations to set up for success in this 'new world' of advertising and I'm hoping they'll also be brave enough to tell you what they've gotten wrong too!

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The beauty of out-of-home does indeed lie in its proximity. Recent studies from our team at OAAA and The Harris Poll reveal that 76% of digital out-of-home (DOOH) viewers take action after seeing an ad. This includes watching a video (38%), visiting a restaurant (36%), and making in-store purchases (30%). Given that 83.7% of US retail spending occurs in physical stores, these actions are incredibly impactful. With 73% of US consumers viewing DOOH ads favorably, DOOH presents a prime investment opportunity for advertisers. Our forecast indicates that US DOOH ad spending will grow by 11.2% to $3.20 billion this year. #DOOH #Advertising #ConsumerBehavior

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Advertisers want to reach the right audience and they need to see the results that drove their business. If a DSP has a fundamental bias toward media that they own, and the only way available to measure the effectiveness of the advertisers is their proprietary black-box solution that “grades their own homework” it’s no wonder that CMOs have the shortest tenure among their peers in the C-suite. They simply can’t demonstrate ROAS through independent, transparent solutions. Samantha Jacobson, Chief Strategy Officer, The Trade Desk #ROAS, #CMO, #transparency, #accountability, #attribution #DMSbyLUMA

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Google has delayed the deprecation of third-party cookies on Chrome again. Some feel frustrated, some not surprised. We view it differently. 💡 “Whether cookie deprecation is imminent or a year away, Seedtag’s AI-powered contextual solutions remain a powerful tactic for finding and engaging with nuanced audiences through their interests, values, and passions,” said Brian Danzis, President, North America at Seedtag. “Google’s delay gives advertisers more time to test, understand, and quantify the value of alternative solutions and how they can be incorporated into targeting playbooks, ensuring a smooth transition once cookies inevitably disappear. At Seedtag we have 1000s of brands that have experienced the superior performance of AI-powered contextual and with a little more time (and data to back it up) we expect even stronger adoption of this unique approach.” Interested in learning more about Google's cookie phase-out and getting a glimpse into alternative solutions? 🔎 Read our full post here: https://lnkd.in/ep8WaRTv #CookieDeprecation #PrivacySandbox #PrivacyFirst #Contextual

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I wasn't aware Chief Marketing Officers (CMOs) were embattled, but I enjoyed reading this passionate defense of the role all the same. Big brands are going to have to fight harder than ever to stay relevant in the years to come, and having someone in the C-suite who can think outside the balance sheets and cash flows (and perhaps bring in insights from marketing research!) is a good idea. #marketing #CMO #business #trends #mrx #research #marketingresearch #insights

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