UPCOMING ADVERTISING WEEK EVENTS

Out-of-home advertising has a familiar advantage: people encounter it while doing something they already planned to do. They are walking to work, waiting for a train, heading to a game, or moving through their city. On Modern Marketing and Measurement, we spoke with Chris Grosso, CEO of Intersection, about the harder question for marketers: how to buy those placements efficiently and compare their results with the rest of a media plan.

Marketers have often been guilty of reaching for a shortcut. Every era seems to produce a new way of trying to work around the system, from hidden text and keyword stuffing to buying followers, clickbait headlines and gaming social algorithms. The tactics change, but the goal is usually the same: find the loophole, beat the platform, get the result faster.

Starbucks’ Bearista is bringing friends for Christmas.

More than half of CMOs say their marketing tech stacks have meaningful gaps. The tempting response is to buy a bigger one.

We sat down with Christoph Berg, CEO of MINT Square, to talk about the changing balance of power in the advertising industry, and why accessible programmatic technology is the key to independent agencies thriving in the next era of competition.

The “brand presence gap” between legacy and new spirits brands may be growing, but there are still ways to break through.

Ad blockers are designed to stop unwanted advertising from reaching the browser. That is their obvious function. Their less visible effect can be far more significant for marketers.

Open any marketing deck right now and someone, somewhere, is about to say the word “attention.”  We can thank psychologist and economist Herbert A. Simon, who argued back in 1971 that attention, not information, was the scarce resource. Fifty-some years later, that theory couldn’t be more relevant. Brands jump on never-ending social trends and elbow their way into major sporting events for a three-second window of eyeballs, hoping proximity to the moment counts as belonging to it.

For years, healthcare marketers have built digital strategies around search behavior. We study the terms healthcare professionals use, understand the information they are seeking and develop content that helps brands appear at the right point in that journey. Generative AI is changing that behavior in a meaningful way. Physicians are increasingly asking complete, highly specific clinical questions and receiving synthesized answers without necessarily visiting the websites that supplied the underlying information.