Krista Thomas

How often do you leverage old-school approaches like direct buying, contextual advertising, and brand lift studies? See why legacy strategies like these are making a comeback as advertisers adapt to signal loss 👇 #DigitalAdvertising #Adtech

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“AI Overviews [in Google search] have appeared in 42% of health-related queries compared to 16% e-commerce queries. Longer queries are more likely to trigger them, and they often appear alongside features like People also ask and featured snippets. They usually cite 10 SERP results. Unfortunately, cited domains are getting 8.9% fewer clicks… which seems to confirm what we’ve worried about all along. There’s a lot to unpack here, too. You can dig into the details [below]. In the meantime, if you want to rank and drive traffic, keep focusing on search intent, quality content, and marketing best practices. Though you’re probably doing that already anyway…” - Stacked Marketer

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In a highly divisive US election year and with AI being used to generate mis- and disinformation at an unprecedented scale, it's critical that nonpolitical advertisers dial up their placement control to protect brand safety. Check out our latest blog on navigating this environment 👇 #DigitalAdvertising #Adtech

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As Barb Wixom and Cynthia Beath of MIT CISR (MIT Center for Information Systems Research) say, "If organizations don’t measure AI, they can’t manage it. It’s as simple as that. And practically speaking, AI is costly – yet by itself it guarantees no payback. Like any tool, AI must be used for it to pay back the investment. By using AI, an organization should either reduce money going out or increase money coming in. Consistently measuring this teaches the organization how to make great decisions about when and where to spend money on AI." Thanks for writing an insightful article on why AI metrics matter, John Edwards via InformationWeek.

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Fantastic article from Anita Puri and Kevin Ellenwood on the extraordinary opportunities and critical accountability required for generative AI. Read more for excellent recommendations, especially for leaders across the public sector, as we continue to evolve marketing communications efforts in the era of AI. #generativeAI #AI #marketing #communications #publicservice #government #leadership

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According to McKinsey & Company, marketing and sales are seeing the highest rates of GenAI adoption (34%). Unsurprisingly, their top uses for GenAI are content support and personalized marketing. We're entering a new era of personalized advertising. It's tempting to just adopt GenAI and let it do its thing, right? Here are stats you'll have to scroll further down to see, but are more important than the adoption rates: 63% of surveyed companies see inaccuracy as a problem, and 38% of them are working to address it — both up from last year. So yes, GenAI is a powerful tool. But it's just a tool. It will always need human editing, and companies need to know that going in. Check out the full report here: https://lnkd.in/gPwHJtsJ #genai #marketing #advertising

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Each press release represents months or years of effort, and the PR Newswire team is honored to help you connect with the people who matter most. Discover how we empower our clients to amplify their news to a global audience. 📰📣🌎 Ready to get started? Let's chat! #MomentsThatMatter #PressReleaseDistribution #EngageYourAudience #PRNewswire

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🔥 Hot off the presses! I’m excited to share Responsive has just published the "2024 State of Strategic Response Management Report: How Leading Companies are Winning More" in partnership with the Association for Proposal Management Professionals APMP. Here are the cliff notes:  - It’s never been harder to win business in B2B. Buyers have more options than ever before, purchase decisions are increasingly scrutinized, budgets are tighter. - A key trend is that buyers are asking more and more questions, and in a variety of ways - rfps, tenders, security questionnaires, ESG questionnaires, ad hoc questions.  - Companies that are winning more are responding much faster, more effectively, and more accurately than their competitors.  - How? They’re investing in Strategic Response Management - the people, practices, and technology that unlock organizational knowledge for profitable growth. - By “unlocking organizational knowledge” - these companies have found ways to quickly and consistently put their best foot forward when responding to customer information requests - and to do so at scale. Sample stats from the SRM report include: 💰Leading companies with higher revenue growth are 3X more likely to use AI-powered Strategic Response Management platforms than novices ✍ 77% noted an increase in the workload associated with RFPs and other strategic responses. 💻 87% of companies are experimenting with or actively using AI, revealing a clear divide in adoption and implementation. 👥 90% identified bid and proposal teams as significant contributors to revenue, yet 54% feel under-resourced. Thank you to Rick Harris and APMP for partnering on the report. And to industry leaders for sharing their stories and perspectives including Andrew Mersman, MBA, MS, LPC of Netsmart, Carrie Jordan of Microsoft, Danelle Morrow, CF.APMP of Sodexo, Darlene Smith, PMP of Fujitsu, Melinda Bunston CP.APMP with APMP UK and Stephen Diorio with The Revenue Enablement Institute. And special shout outs to Jennifer Cannizzaro, Joe Kopyt, Wil Dimpflmaier, Sherman Griffin and Ed Callan for their work on the report as well. Nice job to the team. Download your free copy of the report here (no email required):

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In the world and industry of #digitalmarketing, this is why it is important to diversify your strategy, campaigns, and social platforms! #lookattheanalytics #demographics #salesfunnels #sustainability

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Jounce Media's newly published State of the Open Internet Report explains the industry’s chronic bidstream congestion issue and how to address it. This latest research highlights the trend toward consolidation we are seeing on the supply side and is a must-read.

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Having leaders that understand privacy and data regulation is critical and is going to become increasingly important. But it seems once again, publishers, whose revenues are already stretched thin from changes to the digital ecosystem, are the first in line to get hit with new expenses like this. Data privacy is critical, and so is a thriving open Internet. Thanks to Digiday and Seb Joseph for making sure this topic is top of mind for the industry. https://lnkd.in/eb_y5vMg Jake Abraham Ted Smith Matthew Griffiths Angelina Eng Tina Mulqueen #publishing #openinternet

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Streaming is surpassing cable, and it's likely due to the control that viewers have over what they watch and when (along with other factors). I know I sure do subscribe to quite a few services which gets expensive. IAB CEO David Cohen told Axios, "I think that there's a lot to be said for the power of the bundle. Consumers are not going to subscribe to seven or eight things, they simply can't afford that." We have to start adding layers. Investing in streaming isn't enough — we also need to add bundles that make financial sense to consumers who are now faced with the task of choosing which services they can afford. #IAB #Streaming #Bundles #StreamingServices

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A recent Ad Age piece discussed the rise in marketer-led agency reviews. While I’m not seeing this trend personally - in fact, brand-side folks seem more stretched and eager for external help than ever, it’s just taking longer to get approved internally - I appreciated this perspective from Ray Kang, head of growth @ Mojo Supermarket: “The unfortunate outcome of this change is an uptick in client bad behavior … When there’s a search consultant, you understand the pitch is being run on fairgrounds and you get all the context upfront. When it’s brand direct, I feel as if the playing field isn’t nearly as level.” I hear this a lot. Agencies participating in my reviews often express appreciation for the neutrality a consultant brings to the process. It ensures: ✅ They're considered seriously and not just invited as a token. ✅ Their client interactions are meaningful, not bogged down by logistics. ✅ They can ask questions they might otherwise hesitate to ask the client directly. ✅ There’s a structured process, providing clarity and fairness for everyone involved. ✅ Clients get a clear, unbiased perspective to help them assess agencies objectively. What are your experiences working with search consultants (from both the agency and brand sides)?

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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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Food for thought - AI WILL impact your brand reputation. "To protect and strengthen brand reputation in an AI world, corporate and brand communications leaders need to start monitoring and influencing AI-powered answer engines and the large language models that underpin them." My colleague Brian Snyder authored this piece discussing AI reputation management and what brands should consider in the new AI era. Give it a read - you won't be disappointed. If you have questions or would like to discuss further, DM me! #AI #technology #brand #reputation

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