Opinion: Page 4
The latest opinion pieces by industry thought leaders
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Digital ad targeting will return to its roots amid cookie demise
Advertisers and publishers are tasked with developing tactics and strategies that drive performance and engender trust, writes Permutive's Rico Rosa.
Rico Rosa • March 22, 2021 -
Attribution will be challenging — but not impossible — in a cookieless world
Analog and digital media measurement will allow for planning and optimization, but both have positives and negatives, writes Permutive's Elizabeth Brennan.
Elizabeth Brennan • March 16, 2021 -
Moving influencer marketing down the funnel
While popular, the practice requires better definition, accountability and will have to integrate into attribution models, writes Perlu's Andres Echenique.
Andres Echenique • March 8, 2021 -
Rohit Tandon via Unsplash
How media companies can harness the creator in us all
Today's media is overly polished. Content should not be perfect, but instead performs best when it feels relatable and personal, writes AQ Strategic's Allison Mezzafonte.
Allison Mezzafonte • March 2, 2021 -
The social media opportunity with the death of third-party cookies
With cookies on the way out, paid social is a bright spot in 2021 for marketers looking to understand and reach consumers, writes Merkle's Ilon Weeldreyer.
Ilon Weeldreyer • Feb. 23, 2021 -
Courtesy of Darian Jovan/Budweiser
Chief meme officer: Possibly marketing's best force multiplier right now
At a time when many consumers operate on some form of smart device, companies' formal induction of a chief meme officer is long overdue, writes Hansen Technologies' Adnan Bashir.
Adnan Bashir • Feb. 17, 2021 -
Big game newbies like Chipotle, Indeed and Vroom should focus on ads' long-term impact
To really generate buzz, combine a TV ad with layers of digital marketing before, during and after game day, writes Bernardo de Albergaria of Airship.
Bernardo de Albergaria • Feb. 8, 2021 -
Super Bowl LV marks a shift in advertising tradition
While their reach is impressive, spots in the big game lack the multichannel connectedness and performance-driven metrics many brands now seek.
James Draper • Feb. 5, 2021 -
Courtesy of Event Farm
A future for virtual? Adapting to a fatigued event audience in 2021
In a remote world, brands must find unique ways to break barriers and maximize audience engagement and participation to stay ahead this year, Accenture Interactive's Mark Curtis writes.
Mark Curtis • Feb. 3, 2021 -
Permission granted by John Hazard
CMO, heal thyself!
Chief marketers must standardize the role in order to align their skills with growth strategy and measure success, writes MMA Global CEO Greg Stuart.
Greg Stuart • Jan. 26, 2021 -
Unbound media: 6 lessons for a post-agency world
As digital media increasingly present effective alternatives to traditional ad buys, they also increase the value of and control over data, pushing more marketers to take operations in house.
Jim Singer, Brooks Levering, Luis de Lencquesaing and Piyush Gupta • Jan. 20, 2021 -
Retrieved from Disney+ on June 15, 2020
Will Disney leverage its growing strength in streaming to launch an ad-subsidized model?
Disney+ had the advantage of brand recognition and a strong content library from the outset, positioning it for the next step in its evolution, Innovid's Tal Chalozin writes.
Tal Chalozin • Jan. 11, 2021 -
Nestle
Why 'shared value' will always beat out shareholder value
In a new phase of capitalism, companies will adjust their marketing techniques to provide both economic and societal value, writes Steven van Belleghem.
Steven van Belleghem • Dec. 14, 2020 -
Courtesy of Bed Bath & Beyond
Caution, connection and comfort: A 2020 holiday trifecta
As brands engage with consumers this year, it's imperative they find useful ways to foster connection, alleviate stress and enhance experiences, writes Connelly Partners' Hillary Williams.
Hillary Williams • Dec. 8, 2020 -
"Woman in Yellow Tshirt and Beige jacket Holding a Fruit Stand" by Anna Shvets is licensed under CC BY 1.0
The rise of retail media networks calls for standardization
For retailers that aren't Amazon and Walmart, it may be wise to align on measurement and attribution standards that unify silos, writes Inmar Intelligence's Aaron Kechley.
Aaron Kechley • Dec. 1, 2020 -
3 mistakes CMOs are making with COVID-era budgets
Becoming good at strategic cost optimization isn't just about making hard decisions and cutting costs. It ensures marketing is sustainable in the face of upheaval, writes Ewan McIntyre of Gartner for Marketers.
Ewan McIntyre • Nov. 24, 2020 -
How sonic branding could ease voice commerce security concerns
Applying audio strategically can augment how consumers engage with retail, providing more immersive experiences that foster trust, writes Eric Seay of Audio UX.
Eric Seay • Nov. 17, 2020 -
What advertisers and publishers need to know to survive the shifting digital landscape
Planning now can help the ad industry grapple with privacy regulations, pending elimination of third-party cookies and a massive shift to remote work, writes Dun & Bradstreet's Gino Palozzi.
Gino Palozzi • Nov. 10, 2020 -
OTT and mobile marketing: How can we measure results?
Collaboration is necessary for effective OTT measurement and laying the groundwork for leveraging consumer interest in on-demand mobile content, writes Adjust's Gijsbert Pols.
Gijsbert Pols • Oct. 19, 2020 -
Why retailers should study the social commerce playbook
Retailers can benefit from taking social commerce principles and applying them to their own channels, writes Criteo's Geoffroy Martin.
Geoffroy Martin • Oct. 5, 2020 -
TikTok bears a unique opportunity for marketers — if you understand its Gen Z base
The app's top users are creative, connected and resourceful, and can provide brilliant ideas and feedback on your next big marketing campaign, writes Rival Technologies' Andrew Reid.
Andrew Reid • Oct. 1, 2020 -
Realities of a cookieless and IDFA-free future
Walled gardens may have a tight grip on the market due to the first-party data they've accumulated, but challenges they face may reshape the next era of digital marketing, writes MobileFuse CEO Ken Harlan.
Ken Harlan • Sept. 17, 2020 -
Assessing new channels for your mobile ad spend
As usage of mobile apps and devices continues to rise, there's an opportunity to future-proof plans across a diverse range of experiences, writes Nativex's Jonathan Chan.
Jonathan Chan • Sept. 1, 2020 -
Social is not a shortcut
Brands wishing to benefit from social media marketing must understand what it is, the people behind the accounts and how to evolve strategies, Firewood's Vanessa Zucker and Mamou Kilambi write.
Vanessa Zucker and Mamou Kilambi • Aug. 25, 2020 -
The untapped potential for OTT and mobile
App developers and advertisers can't afford to ignore video streaming, with revenue in the space set to reach $30.4 billion by 2024 and big players like Disney and Amazon betting big, writes Adjust's Bill Kiriakis.
Bill Kiriakis • Aug. 7, 2020
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