Opinion
The latest opinion pieces by industry thought leaders
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What Google Chrome’s potential sale means for the future of advertising
The pressure is on for marketers to establish data-driven, adaptable strategies, according to Keen Decision Systems’ Bradley Keefer.
Bradley Keefer • Dec. 2, 2024 -
Permission granted by Sour Patch Kids
3 brands that understand Gen Alpha’s humor — and what they’re doing right
Sour Patch Kids, Crocs and Nutter Butter all tap into the meme-driven humor that the cohort loves, says Movers+Shakers’ CEO Evan Horowitz.
Evan Horowitz • Oct. 22, 2024 -
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Why marketers should focus on value over price this holiday season
Beyond affordability, shoppers are hungry for convenience, rewards and an enriching shopping journey, according to Razorfish’s David MacDonald.
David MacDonald • Oct. 15, 2024 -
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How brands can maximize consumer searches in the age of generative AI
Marketers must refine their search strategy as consumers, particularly younger cohorts, shift away from traditional search engines, said Captify’s Mike Welch.
Mike Welch • Sept. 5, 2024 -
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What marketers must do to get retail media measurement right
The rise of first-party IDs offers the promise of closed loop measurement, but carries with it both highs and lows, said CvE’s Paul Frampton.
Paul Frampton • Aug. 29, 2024 -
Spencer Platt/Getty Images via Getty Images
How marketers can leverage creative to combat the impacts of fossil fuel
An essential gap remains in public awareness of the role fossil fuel companies play in the climate crisis, according to WRTHY’s Katie Harrison.
Katie Harrison • Aug. 20, 2024 -
Permission granted by Nike
What brands can learn about emotion from Olympic ads by Nike and Coke
How emotions are used often determines whether creative can do more than just connect, but actually predispose viewers to buy, says Kantar’s Jane Ostler.
Jane Ostler • Aug. 9, 2024 -
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How Google’s move to retain cookies will impact digital advertisers
The recent twist in the Privacy Sandbox saga is a wake-up call for the entire digital advertising ecosystem, according to Upwave’s George London.
George London • Aug. 8, 2024 -
How creators and marketers can protect themselves while using AI
The tech’s emergence underscores the importance of proper attribution and collaboration, according to Growth Stack Media’s Jordan Mitchell.
Jordan Mitchell • July 30, 2024 -
Brandon Bell / Staff via Getty Images
How brands can navigate pre-election chaos on social media
As the 2024 election looms, brands must be extra mindful of all areas of their social media operations, according to Scott Parker, CEO of Social Factor.
Scott Parker • June 24, 2024 -
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Why brands should be championing women’s sports from sideline to spotlight
The increase in ROI for brands that buy into women’s sports is a phenomenon unlike anything in marketing, writes Gray Wolf co-founder Layton Lassiter.
Layton Lassiter • June 12, 2024 -
Courtesy of Reddit
Marketers should stop being fearful of Reddit — here’s why
Opportunities for research, community engagement and amplified reach make the platform a worthy player, according to Boathouse’s Geoff Gates.
Geoff Gates • June 5, 2024 -
Matt Winkelmeyer / Staff via Getty Images
How marketers can score Gen Z loyalty during festival season
Music fests like Coachella provide an opportunity for brands to reach Gen Z both on and off the festival grounds, says Movers+Shakers’ AJ Pulvirenti.
AJ Pulvirenti • April 12, 2024 -
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How marketers can win the love of consumers on Valentine’s Day
Successful marketers will prioritize deeper connections, according to Rosie Gentile, executive vice president, practice lead North America, FCB/SIX.
Rosie Gentile • Feb. 13, 2024 -
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How media partners can communicate brand momentum in 2024
Media companies must consider advertisers as both professionals and consumers, according to Advertiser Perceptions’ Erin Firneno.
Erin Firneno • Jan. 31, 2024 -
miniseries via Getty Images
Mastering cookie deprecation: 3 essential insights for marketers
It’s important to prioritize zero- and first-party data and remain focused on the consumer, according to Tim Braz, chief revenue officer at PCH Media.
Tim Braz • Jan. 4, 2024 -
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Why brands aren’t fully invested in retail media networks
To be truly successful, retail media networks must invest in products that help brands help themselves, according to Guideline’s Darrick Li.
Darrick Li • Dec. 12, 2023 -
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Here’s what separates a good marketer from a bad one
At the core is the desire to gain a holistic understanding, according to Meta Reality Labs' Dave Kaufman.
Dave Kaufman • Dec. 7, 2023 -
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3 steps to set your mobile app up for success
Investing in strategy, design and optimization has helped brands like Nike and Chipotle to create effective apps, according to Merkle strategists Celia Hoag and Kelly Watson.
Celia Hoag & Kelly Watson • Nov. 21, 2023 -
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How generative AI can bolster organic search strategies for insurance companies
Insurers can embrace AI to adapt to consumer preferences and offer reliable information, according to New York Life’s Zerlina Jackson and Evan Finkelstein.
Zerlina Jackson, Evan Finkelstein • Nov. 14, 2023 -
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What brands must understand about the weight of social media
In an era marked by culture wars, the impact of a single post on a brand’s reputation cannot be underestimated, says Media.Monks’ Amy Luca.
Amy Luca • Nov. 7, 2023 -
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How corporate communicators can stay ahead in the age of AI
AI has the power to paint the picture and tell the story, tasking communicators to level up their strategy, according to Robert Gibbs and Jeff Nussbaum.
Robert Gibbs, Jeff Nussbaum • Oct. 31, 2023 -
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The future of shoppable TV ads? It isn’t QR codes
Roku's Senior Director of Ad Innovation Peter Hamilton details four ways to make a powerful shoppable TV ad.
Peter Hamilton • Oct. 11, 2023 -
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What brands should know about the FTC’s updated Endorsement Guides
The latest changes could impact marketers that team with social media influencers, according to Lauren Carey, an associate at Lewis Rice.
Lauren Carey • Aug. 16, 2023 -
Drew Angerer / Staff via Getty Images
What Google and YouTube’s alleged ad scandal says about the industry
If Google gamed the ad marketplace and burned advertisers so blatantly, it did so because it could, says VAB CEO Sean Cunningham.
Sean Cunningham • July 25, 2023
