Mitch Kapler

💡 #Brands Take note how the #NYPost mitigated #cookiepocalypse risk by using Aqfer's identity resolution tech, informed by Prohaska Consulting. In a post 3rd party cookie 🍪 world killer content and segmentation hooked to an adtech #frankenstack results in risk & loss. Pubs and brands need their own 1st party IDR systems to avoid fragmented customer views that result from multiple ID providers & other partners who are all hooked to each other in an attempt to create their own scale. This many-to-many-middlemen scenario has plagued adtech from the start. The result is redundancy, media waste, inconsistent customer experiences and inaccurate measurement. Think of Aqfer IDR like Data tech’s version of SPO 😉 #DPO, enabling clients like the NYPost, to get a single, deduplicated, omnichannel view of their customers. More here - https://lnkd.in/ggjDGWn5 https://lnkd.in/gTNURTu2

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Exciting news for all digital marketers and advertisers! 🎉 Join Jacek Chrusciany and Adfidence for the #CampaignSetup Day NYC where you'll learn cutting-edge strategies for optimizing your campaign setups. Led by industry experts, this event is perfect for anyone looking to enhance their advertising performance. Don't miss this opportunity to gain valuable insights that will pay dividends! Learn more and register here: Campaign Setup Day NYC: https://lnkd.in/eQ2HymAF #DigitalMarketing #AdTech #CampaignSetup #AdFidence

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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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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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The Milltown Partners team put together their latest analysis of investor communications trends, diving deep into this year's Midas List data and exploring how investors are communicating - channels, content, media strategy and more. Get the summary here - https://lnkd.in/eh9KeXe5

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For those who have been poring over data about what consumers really want, the decline of TV advertising seems long overdue. But in many ways — talking about TV is like talking about telephone poles. It's just the delivery mechanism. Who caught this fascinating Suzanne Vranica The Wall Street Journal article over the weekend? (Linked it here: https://on.wsj.com/3UyJaJK) While it’s interesting to see major brands like Oreos shift to new media platforms (cutting TV ad dollars entirely on recent campaigns) — successful modern marketing is not simply moving dollars from TV to OTT, CTV or streaming services… It requires a FUNDAMENTAL SHIFT in strategy, creative, and the way that brands tell their stories to empower their audiences. Advertising has been based on interruptive techniques and a reach and frequency model: A brand creates one great campaign and repeats it over and over again. Consumers don’t want that — not on TV or elsewhere. They want brands to carry them through their journey with MEANINGFUL CONTENT that meets their very granular needs throughout their journey. This content can be EMOTIONAL, inspiring people to be a better version of themselves. It can be very FUNCTIONAL as people look for specific features, functionality, differentiators and reasons to buy. Consumers want brands to SOLVE THEIR PROBLEMS and help them make SMARTER PURCHASING DECISIONS. Shifting away from traditional TV is just one small step forward. There is a MASSIVE OPPORTUNITY for brands to capture market share through a data-driven, journey-based approach while most corporations remain addicted to antiquated advertising techniques. Agree? Disagree? Let me know your thoughts!

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I am not a specialist in advertising. I'm a proud generalist. But today, while trying for the umpteenth time to restart #C25k, I was listening to the Uncensored CMO podcast interview with Jo Shoesmith. Her and host Jon Evans were discussing the power of emotional advertising and distinctive assets, and mentioned the Amazon advert 'Joy Ride'. The whole interview was really interesting (and did a good job of distracting me from the aforementioned running effort), it made me go back and watch this ad. In the mayhem of the Christmas adverts, this one had sort of passed me by. It really is lovely. And here is why I like it: 🤔 They tapped into a simple, real, truth - these grannies are sitting there watching all the kids having fun, and thinking 'that used to be me', 'I would give anything to be able to do that again, but my body is too frail so I don't dare'. They found a way to celebrate the caution and frailty that stops us doing things we love when we get old while demonstrating a key solution to that challenge. 👍 They threw out the stereotypes - grannies are so often shown as past it, knitting quietly in a corner, or the total opposite with Mohawks and skateboards for the shock factor. These were just real, wrinkles and blankets and all - but through the story, we see them as the young people they were, and still are at heart. 📖 They embraced storytelling - a lovely narrative, keeps you engaged along the journey and has a feel-good ending. Just like we like it. 🎶 They included sensory elements - the lilting Beatles track, the steam rising from the mug, the wrinkley faces, the nostalgic colour grade on the flashback sequence, the infectious sound of laughter, all come together beautifully to support the narrative and drive strong emotional engagement. Like I said, I'm not an expert in advertising, and frankly I'm not even a huge Amazon fan (I prefer to buy locally where possible), but this is really great brand work. Here's the video in case you fancy a refresher: https://lnkd.in/eGRrrqYy #brandmarketing #advertising #storytelling 👏 Lucky Generals

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A welcome reminder on the limitations of programmatic advertising despite its incredibly widespread use. The lack of transparency regarding where ads are displayed and the quality of placements remains a significant issue. Also, programmatic platforms may not always ensure brand safety, with ads appearing alongside inappropriate or harmful content. On top of that, relying solely on programmatic channels can limit the control advertisers have over ad placements and targeting parameters. And this is before we get to the demise of the 3rd party cookie. Interesting article to read and not surprised Bloomberg switched to a clean, direct-sold model. #DigitalAdvertising #Programmatic #Monetisation #OnlineAdvertising

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"Chaos asks questions of you order never will" The wonderful Colleen DeCourcy retells her experience working with Dan Wieden when she took over as Chief Creative Officer at Wieden+Kennedy Her immediate response to me asking about working with Dan was this quote about chaos. We have a natural reaction against chaos because it can be destructive and unsettling but what if we reframed it as a necessary condition for achieving something truly breakthrough 🌪 Chaos propels you forward while order maintains the status quo 🌪 Chaos creates leaders while order creates managers 🌪 Chaos demands a response while order delays it 🌪 Chaos reveals the cracks while order papers them up 🌪 Chaos forces ownership while order delegates it 🌪 Chaos fosters creativity while order fosters compliance 🌪 Chaos requires trust while order replaces it It got me thinking whether there is an optimal mix of Chaos and order required to achieve breakthrough ideas and momentum? We spend most of our time creating order but what if what we actually needed was an injection of chaos? To hear more from this episode check out the links in the comments John Kearon Kerry Collinge Orlando Wood

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Ever curious about what's under the curtain? Dailymotion has just unveiled Auto Path, a groundbreaking high-impact creative tailored specifically for the Auto Industry. By leveraging our Predictive Targeting audience insights and vast scale, we've crafted activations that resonate with car buyers, all while providing measurable in-ad actions with OLV and CTV. Key Standard Features: - Custom Multi-touchpoint elements envelop your video creative - Product feature hotspots seamlessly integrated within the video environment to capture attention - Outbound click features to enhance data collection, site traffic, and conversion rates Experience an exclusive peek behind the scenes... Let us guide you on a test drive and engage seamlessly across all screens! Hit me or our exceptional sales team Brenda Rodriguez Valeria Basmagi Edivaldo Junior to introduce you to this exceptional innovation in Latin America #autopath #Dailymotion #creativeinnovation #predictivetargeting

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Beautiful title for this late Wednesday AdExchanger #ProgIO session: "Down With Blocklists! How To Support Journalism With A Nuanced View On Brand Safety." Advertisers claim they want to support all kinds of journalism and reach "niche" audiences, but their brand safety efforts (not just the providers) often hold them back. Typically the problem is keyword blocklists that are staler than five-day-old toast; ones that people keep adding onto, and no one ever removes things. Devon Christopher Johnson, Cofounder, BOMESI (Black Owned Media Equity & Sustainability Institute): We shouldn’t focus on exclusion lists, but inclusion lists. MFAs came about because people realized they could take advantage of a lazy system. We forgot about the value of publishers. (I add: Cuz we were obsessed with chasing cookies!) He adds: If you value true journalism, you should be buying directly from trusted partners. If you are blocking the word “slay,” you are missing out on reaching a very large subculture that uses that word in a completely non-violent way. Scott Gatz, Founder and CEO, Q.Digital: I challenge advertisers: do you know what’s on your blocklist? We run into gay, lesbian, LGBTQ on blocklists. And then you wonder why you’re not running on our site? Be aware of your settings; also blocklists should just be gone. The tech has moved beyond that. But there's a new threat: legit journalism sites being excluded because they're labeled #MFA. Scott Cunningham, Initiative Lead, NewspassID, echoes another ProgIO panel, suggesting that verification/brand safety efforts may be going down a dark path here. "The role of verification companies is very important, but if you’re saying 'low medium high MFAs' to advertisers, that’s like saying low, medium, high STDs. Are you going to accept low STD? No, you’re going to block the whole thing!" An interesting idea is discussed by all on the panel: is Open Path from TTD threatening to become a new walled garden, excluding high-quality independent news sites? Makes you go hmmm.... 🤔

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What does the political landscape look like based on brand preference? What brands are truly non-partisan? In a polarized US political climate, many brands are focused on being as non-partisan as possible - but the latest Harris Poll 100 data show an interesting picture of what brands resonate more or less with Democrats and Republicans. More brands in their 100 skew towards liberal preference, though what most strikes me is how hard it is to truly exclude a party. The appeal of brands that have taken a potentially divisive stance (Chick-fil-a, Nike, etc.) may sit further on one side, but still hold significant preference across parties. When compared with how far out the Trump Organization polls away from Democrats, its interesting to see how the 'Chick-fil-a sandwich effect' allows consumers to separate product from brand. https://lnkd.in/eSextXbt #brandstrategy #brands #politics #uselection

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If the third-party cookie ever dies, people will have to adjust. In today's video I explain what it's all about, how some people are responding, and why you should invest in a CDP and start collecting your own first-party data.

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To AI or not to AI, that is the question echoing across the marketing realm. 🤔 Dive into the debate with CMI's latest article dissecting the strategies of brands like Dove and Brandtech Group. Should your brand shout its AI and marketing plan to the world? Learn more: https://lnkd.in/gNNRfbKj #AIinMarketing #BrandStrategy

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SOOOO many highlights from the Cannes Lion festival this week. More to come in a post with some full takeaways. But this conversation about retail and commerce media struck me. With the recent boom of companies standing up media networks, Mike Bregman, Chief Activation Officer of Havas Media Network asked LiveRamp SVP of GTM Daniella Harkins, "How many Retail Media Networks are too many?" I loved Daniella's answer (paraphrasing): It's not about how many media networks. It's about getting the most out of them--maximizing your ability to reach customers wherever they are...and being confident you have the right identity solution to ensure you're reaching the people you're targeting. Then, it's just a matter of making sure each retail media network is delivering incrementality. Media networks are a powerful tool for brands with rich first-party data looking to unlock huge brand-building power! Find more about media networks here: https://lnkd.in/gm_4utiz

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Check out Tal's interview on Page Six at Cannes Lions International Festival of Creativity to learn how we're leveraging technology to create personalized, high-impact ad solutions that adapt to evolving consumer behaviors. #canneslions #advertising #AI

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Behind the paywall there’s some great stuff here…. Gap has been all over my LinkedIn FYP these last few days which to me is an indication they are working there way back into the hunt. To Danny Weisman’s point - this isn’t always about “impressions” but rather impressions with purpose. I’m old enough to remember you went to GAP for quality clothing that felt great on and held up to weekly washing. Should be a great lesson in how brands & media now more than ever need to work in tandem. Something Steven M. and I with our consultancy Moy & Halter often are talking extensively to or are listening in on brand marketers with great insights like: Diana Haussling, Vinny Rinaldi, Alyson Griffin, Casey Hurbis, Dave Kersey and Sri Rajagopalan about. What’s your opinion on how creatives and media strategy teams can better align through the planning process? Leave an opinion below 👇

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📊 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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