webdesign, Author at Chief Marketer

MLB and Ohtani: Building a Crisis and Reputation Plan When in a Pickle

Following the news of Shohei Ohtani’s involvement with an illegal bookmaker in California, the MLB is stuck between a rock and a hard place. Our author summarizes the scandal and provides a crisis communications format that should have been followed.

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Marketers

Media Disco Launches Self-Serve Ad-Buying Platform For SMBs

Publishers are eager to work with big agency holding companies, but small and midsize brands (SMBs) get less publisher love, despite having great cumulative dollars to spend. And that’s partially due to access. SMBs lack the resources – the ad tech tools, time, money and people – to assume the media-buying operation across so many […]

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Behind the News

Ad Spending Will Jump More Than Anticipated in 2024

According to several US forecasts, 2024 promises to be a banner year for advertising. Last December, IPG Mediabrands predicted that ad spend would grow 8.4% this year, but last week, its research arm, Magna, raised its forecast, saying revenues would grow 9.2% to reach $390 billion.

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Decoder

Navigating the EU’s Rough Regulatory Seas: Understanding the DMA and DSA Impact on Digital Advertising

Nowadays, strategies for thriving in the ever-evolving world of digital media and digital advertising are more about navigating the complex seas of regulation than anything else. With the Digital Markets Act (DMA) and the Digital Services Act (DSA), the European Union is charting new territories — particularly following significant actions against tech titans like Apple, Google, and Meta.

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B-to-B Events

The Brief: Gravy Races and Gold Bunny Getaways

This week’s hot takes on hot topics in experiential marketing cover celestial creations, gravy races and blunt education.

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Branding/Marketing

Measuring PR and Comms Success With Customized Client-Aligned KPIs

PR and comms are almost never about a single point in the funnel. That’s where a set of customized KPIs come into play. Our author looks at how to develop them, emphasizing that the key is to align them with business marketing goals.

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AdExplainer

What Is The Future Of Dynamic Creative Optimization (DCO)?

Once upon a time, ads didn’t change. They didn’t consider data inputs like a customer’s location, device, day of the week and time of day, weather conditions, search history and prior website interactions. Then dynamic creative optimization (DCO) came along. Easily paired with programmatic advertising technology, it automatically creates, iterates on and optimizes personalized ads […]

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Data-Driven Thinking

Advertisers Take Note: State Laws Zero In On Protecting Kids’ Digital Privacy Rights

US state comprehensive privacy laws like the California Consumer Privacy Act (CCPA) have been garnering much attention over the past year. However, new requirements with respect to the processing of children’s data are occurring at the US state level and seemingly flying below the radar. Participants in the ad tech ecosystem should take note. These […]

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H&M’s Marketing Strategy Modifications

The recent Red Sea crisis has prompted H&M, the world’s second-largest fashion retailer, to make strategic adjustments in its marketing campaigns for the Spring/Summer season. CEO Daniel Erver revealed that the company postponed the launch of certain campaigns to accommodate shipping delays caused by the crisis, ensuring minimal disruption to customer access. With shipping routes […]

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Inside the Concerns Over Walmart-Vizio Deal

Walmart’s $2.3 billion acquisition of Vizio has sent ripples through the marketing industry, particularly among advertisers and ad-buying agencies that heavily rely on Vizio’s data tracking millions of consumers’ viewing habits. Vizio, a leading player in the connected-TV market, utilizes automatic content recognition (ACR) technology to provide precise data on consumer behaviors, aiding marketers in […]

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