Mary Carpenter

Great webinar on a topic that agencies need to understand!

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Interested in understanding the intricacies of Attention in advertising? Curious about its correlation with clicks, memories, and driving sales? 🤔 Check out this insightful video where the CEO of Lumen Research Ltd delves into their attention model, a framework that we at Teads also heavily leverage. #Advertising #Attention #Marketing #Sales #Teads #LumenResearch

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Auto dealer ad spending is on the rise. But smarter media buys and better ads are important tools for dealers who want to squeeze more ROI out of every ad dollar spent. https://lnkd.in/enXpKPgg

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✅🖥️ NScreenMedia (Podcast; 6/27): “In this exclusive, must-listen interview, Top Wall Street media analyst Michael Nathanson dives into the major issues driving the TV and streaming industries. — Run Of Show — Top-line conclusions from the U.S. Advertising: Competition is Healthy…and Hard Report (1:00) Amazon Prime Video had an enormous impact on the AVOD market in the first half of the year. The impact of Prime Video (5:00) Nathanson explains how Amazon Prime Video’s entry into the AVOD market impacted ad sales and discusses the big losers from Prime Video’s ad market blitz. Ad growth accelerates (8:40) The company is expecting ad growth to reach 33% this year. YouTube’s impact on the market (9:30) YouTube is already the leading streaming service on connected TV in the US. Michael explains the service’s overall strategy and heaps praise on YouTube TV. Why has TV lost so much share of advertising (14:00) The report says TV’s share of overall ad spending, including AVOD, in the US was 32% but will fall to 21% this year. I asked him why. He shares his forecast for YouTube TV subscribers and market position in 2026. We also discuss why YouTube is such a threat to traditional television providers. The FAST market (22:30) The FAST market seems to be cooling slightly, but Michael cautions against falling ad rates. Broadcasters and the DTC market (26:30) Why broadcasters are having such a tough time in the direct-to-consumer market, and what to do about it. Broadcaster managers didn’t act soon enough with streaming (32:00) Is streaming future supported by ads? (34:50) Can bundles change broadcaster’s DTC success (35:30) Big tech and the television industry (39:40) The biggest surprise in the next year (41:30)” ⬇️ #upfronts #streamingtv #ctvadvertising #cordcutting #fast #avod #svod #smartv

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Of course it works for Prime Day, but the real story is how well radio works for less-Amazonian e-tailers. A 15:1 sales/spend ROI is pretty damn good no matter what size you are. #RadioAdvertising #Advertising #ecommerce

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Failure is a part of the game in advertising. Whether it stems from a partner's decisions or campaign outcomes, taking risks means sometimes falling short. I love this article's insight into how to approach and leverage failure. As a leader I have always tried to make room for failure—it's essential for our growth as creatives. #creativity #agencylife #leadership #creativedirector

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“Gen Z tends to be less trusting overall than older generations, favoring direct access to what they perceive to be unfiltered, first-hand information and unbiased vehicle reviews from authoritative sources. So, who do they trust? Near the top of the list is family, of course, with 31% of current Gen Z vehicle owners saying family influenced their purchase decision.” All I heard was my kids might listen to me about something. 😉🚗 Insightful stuff. Check us out. #marketcast

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https://lnkd.in/gH_8jamq An alternate view would be the need to maximize revenue on a high series vehicle, to spike exclusivity, while they can only produce it at lower than expected volume.

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Deciding where to advertise can be daunting, even for large companies! The options are seemingly endless and the technology in the ad space continues to evolve and expand at a rapid rate. I've taken a special interest in Conservative Media advertising options and we have clients advertising on or considering advertising on all of the Conservative channels mentioned in my blog post here. If you're interested in reaching this audience, let's chat!

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During Cannes last week, effectiveness expert James Hurman unveiled results from Tracksuit's brand tracking platform in partnership with TikTok. Their new study, "The Awareness Advantage," revealed that the increase in lower funnel conversions for an advertiser with high prompted awareness versus an advertiser with low prompted awareness is 2.86x. I had the pleasure of interviewing Matthew Herbert, co-founder and co-CEO of Tracksuit, on the latest episode of the pod. In this interview, Matt shares advice on balancing brand building with performance marketing and suggests key metrics for CPG brands.  #inclearfocus #brandtracking #gotracksuit 

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Kudos to Grace Kerber and the Mohawk Chevrolet marketing team for doing everything every marketer aspires to do ✨ Their TikTok series, "The Dealership" is the spoof of "The Office" that we didn't know we needed. Brilliant, hilarious, and wildly entertaining. (Mohawk Chevrolet, never fire this team. But also if you do — send 'em to Carter House Copy!) #marketing #marketingstrategy

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If it’s not effective, why do it? As marketers, we all live and die by results so you need to make sure your dollars are being spent as effectively as possible. Which group are you in? “The other KPIs,” or marketers who are focused on metrics other than pure ROI? The “I don’t know” group still refining your media approach? Or the “this isn’t working” team that isn’t seeing the results you want? We’re working to improve the entire process from concept to execution with a focus on turning the B2B decision journey into a conversation that helps you and your team plan better, buy better and measure results better. Read our full whitepaper, the second in a series on B2B ROI on the Effective blog: https://lnkd.in/g6sZhbZT Shout outs to all of Effective Marketing Communication Inc's B2B people: James Soto Allison Davis Jon Dean Dale Durrett Frannie Danzinger Bill Furlong Richard Hill Mandey Moote Michael Palmer Scott LoSasso David Fabbri Destin Lugo-Hall Leo Flynn, CFA Bob Thacker Lauren Eicher Dan Rosenberg Auren Hoffman 📚Pieter De Temmerman Jason Tenenbown Tina Bean James Farmer Samuel Zalesky Americo Matiello Jr Anne Rivers Alex Hancock Scott Robertson Jeff Klein Beril Altiner Jeff Daniel

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OOH is naturally more personable and memorable than TV, podcasts, radio, print, and online ads when it comes to sticking in people's minds. In fact, Clear Channel found that 40% of individuals place their confidence in OOH messaging and has the power to evoke spontaneous brand recall in 31% of encounters, creating lasting impressions that resonate deeply. Given today's OOH landscape, defined by its adaptability and precision targeting, brands have a unique opportunity to deliver personalized messages to invest where and when it matters most. #OOH #FutureofAdvertising #BrandLoyalty OAAA

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Automotive has gone from a seller’s market to a buyer’s market, and broadcast radio can accelerate activity for dealer websites. One analysis shows that radio campaigns drove increased website activity by 7%, and AM/FM radio also increased new site visitors 12% for every day the campaign radio spots aired. #mediaplanning #mediabuying

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𝗧𝗵𝗲 𝟲 𝗧𝗵𝗶𝗻𝗴𝘀 𝗧𝗵𝗮𝘁 𝗧𝗼𝗽-𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗶𝗻𝗴 #𝗕𝟮𝗕 𝗠𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀 𝗗𝗼 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁𝗹𝘆 I suspect you may be surprised by the list below, published by Considered Content. Why? B2B marketers know we should be doing all these things, but recent research shows many are clearly not practicing what works best. 𝟭. 𝗞𝗻𝗼𝘄 𝘆𝗼𝘂𝗿 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝗱𝗲𝗲𝗽𝗹𝘆 Research your customers, research the people who make up the buying committees and create ideal customer profiles (ICP) or customer personas. Sounds like 101, but the data indicates only 18% of B2B marketers create ICPs or research-based personas. 𝟮. 𝗣𝘂𝗿𝘀𝘂𝗲 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁𝗶𝗮𝘁𝗶𝗼𝗻 𝗮𝘀 𝗮𝗻 𝗶𝗺𝗽𝗲𝗿𝗮𝘁𝗶𝘃𝗲, 𝗻𝗼𝘁 𝗮 𝗻𝗶𝗰𝗲-𝘁𝗼-𝗵𝗮𝘃𝗲 Jason Ball writes that "true differentiation makes you more successful across every category" and has the data to prove it. He says: "if you focus on just one thing, it should be differentiation." 𝟯. 𝗙𝗼𝗿𝗺𝘂𝗹𝗮𝘁𝗲 𝘆𝗼𝘂𝗿 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝘁𝗼 𝗮𝗰𝘁𝗶𝘃𝗮𝘁𝗲 𝘆𝗼𝘂𝗿 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 Having a marketing strategy that takes its lead from your core business strategy is not only important, it's also another way to elevate your marketing performance across every area. 𝟰. 𝗙𝗼𝗰𝘂𝘀 𝗼𝗻 𝘂𝘀𝗶𝗻𝗴 𝘁𝗵𝗲 𝗺𝗼𝘀𝘁 𝗲𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲 𝘁𝗮𝗰𝘁𝗶𝗰𝘀, 𝗿𝗮𝘁𝗵𝗲𝗿 𝘁𝗵𝗲 𝗺𝗼𝘀𝘁 𝗽𝗼𝗽𝘂𝗹𝗮𝗿 One of the standout results in the data is that what's popular and what's effective are often two quite different things. 𝟱. 𝗕𝗲 𝗮𝘄𝗮𝗿𝗲 𝗼𝗳 𝗮 𝗴𝗲𝗻𝗱𝗲𝗿-𝗯𝗮𝘀𝗲𝗱 𝗯𝗶𝗮𝘀 𝘁𝗵𝗮𝘁 𝗶𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲𝘀 𝘁𝗮𝗰𝘁𝗶𝗰𝗮𝗹 𝗰𝗵𝗼𝗶𝗰𝗲𝘀 The data in this report reflects that women are far more likely than men to use #ABM and #influencermarketing, while men (more than women) are significantly more likely to use nurture programs, PPC and programmatic advertising. 𝟲. 𝗙𝗼𝗰𝘂𝘀 𝗼𝗻 𝗱𝗲𝗺𝗮𝗻𝗱 𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝗼𝗻 𝗶𝗻 𝗼𝗿𝗱𝗲𝗿 𝘁𝗼 𝗱𝗿𝗶𝘃𝗲 𝗹𝗲𝗮𝗱𝘀 What's the alternative? Focusing on lead gen to drive leads. The data shows that those who focus narrowly on lead gen are LESS effective at driving leads than those that focus on demand gen to drive leads. It's actually those who have a primary objective of increasing demand who are more effective at lead generation. 𝘒𝘶𝘥𝘰𝘴 𝘵𝘰 MarketingProfs, 𝘑𝘢𝘴𝘰𝘯 𝘉𝘢𝘭𝘭 𝘢𝘯𝘥 𝘊𝘰𝘯𝘴𝘪𝘥𝘦𝘳𝘦𝘥 𝘊𝘰𝘯𝘵𝘦𝘯𝘵 𝘧𝘰𝘳 𝘵𝘩𝘪𝘴 𝘪𝘯𝘴𝘪𝘨𝘩𝘵𝘧𝘶𝘭 𝘢𝘳𝘵𝘪𝘤𝘭𝘦; 𝘺𝘰𝘶 𝘤𝘢𝘯 𝘳𝘦𝘢𝘥 𝘵𝘩𝘦 𝘧𝘶𝘭𝘭 𝘢𝘳𝘵𝘪𝘤𝘭𝘦 𝘢𝘵:

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Listen to my to my #b2b strategy advice as to why #b2bmarketing is all about trust...read more here too: https://lnkd.in/e_pCJxPs

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Why does simple messaging work? 📣 Explore how brands like Countdown and Hallensteins use clear simple messaging to stand out in our latest podcast episode, "How to Be Seen & Heard in an Overcrowded Marketplace." Listen here https://lnkd.in/gWCXCbWR to sharpen your brand's communication! #marketingnz #digitalmarketingnz #businessnz #contentmarketingnz #videomarketingnz #SmallBusinessNZ #salesnz #mindsetmatters

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