Category: digital advertising

Retargeting gets credit for sales that would have happened organically, say 83% of marketers

Retargeting gets credit for sales that would have happened organically, say 83% of marketers

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With today’s customer journey being more complicated than ever, it’s rare for the first touchpoint to result in a sale. Retargeting makes sense as a solution to that, designed to convert online window shoppers. The problem is, there’s so much bad retargeting out there. The repetitive ads that follow you all around the Internet have […]

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AdLedger, IBM and Salon Media team up to make sure marketers understand the technology

AdLedger, IBM and Salon Media team up to make sure marketers understand the technology

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We’ve written a lot about blockchain, the technology that makes Bitcoin possible without any centralized authority. The underlying theme has been its tremendous potential to impact our industry. However, there’s a catch: You should probably understand how blockchain works first. AdLedger, a non-profit consortium building and implementing blockchain standards for digital advertising, is dedicated to making […]

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Google, Amazon and the relationship between paid search and ecommerce

Google, Amazon and the relationship between paid search and ecommerce

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Last year, digital ad spend totaled $209 billion worldwide, finally surpassing TV. That’s great news for the industry, particularly Google and Facebook, who took home about 60% of that revenue. The duopoly’s dominance is projected to wane, mostly at the hands of—who else?—Amazon. The quintessential retail disruptor, Amazon now poses an increasing threat to Google, […]

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Why CMO Eric Reynolds doesn't believe it's enough to simply be "consumer-driven"

Why CMO Eric Reynolds doesn’t believe it’s enough to simply be “consumer-driven”

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When you think of Clorox, what comes to mind? You’re probably envisioning some blindingly white T-shirts fresh out of the dryer, an immaculate countertop or even a sparkling toilet. The brand’s ethos is simple and universal: Everyone loves a clean environment. Clorox CMO Eric Reynolds points out that while only 8% of people actually enjoy […]

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Chase CMO Kristin Lemkau and the evolution of the ad unit

Chase CMO Kristin Lemkau and the evolution of the ad unit

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One of the world’s largest financial institutions, JPMorgan Chase is obviously known more for money than media. But CMO Kristin Lemkau still sees, and is excited about, the bank’s future as more of its own media company. Since anyone can put anything on YouTube, digital technology has democratized distribution. Chase already has that and now […]

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The best marketing from the PyeongChang Winter Olympics

The best marketing from the PyeongChang Winter Olympics

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The Olympics may have ended yesterday, but not for all the brands who have spent millions marketing their messages during the Games. In the spirit of competition, we looked back at this year’s Olympics marketing and crowned nine (one for each of Team USA’s gold medals) winners. Best integrated messaging: Alibaba Olympics ads often center […]

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6 ways HQ Trivia could open up to advertisers

6 ways HQ Trivia could open up to advertisers

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We play HQ Trivia every day at 3. Around 3:08, we Google in unison and say something along the lines of, “A giraffe only sleeps 30 minutes a day. Looks like we’re all out…” Then we talk about how HQ Trivia doesn’t have any advertising and speculate: What if it did? Given the game’s popularity […]

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Procter & Gamble Chief Brand Officer Marc Pritchard on the future of marketing

Procter & Gamble Chief Brand Officer Marc Pritchard on the future of marketing

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Personalization is crucial for today’s marketers. Simply putting someone’s name in an email subject line increases open rate by 50%, and that’s not even scratching the surface of personalized experiences. But how can you pull that off when you’re the world’s largest advertiser and reach 5 million consumers per day? Procter & Gamble’s strategy is […]

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[Study] Capitalizing on "mobile moments" is the key to connecting with consumers, according to new research from Kiip

[Study] Capitalizing on “mobile moments” is the key to connecting with consumers, according to new research from Kiip

By admin 2 0

It’s one of the biggest cliches around: Marketers should aim to reach the right consumer at the right place at the right time. But part of what makes it so prevalent is that, well, it’s true. Marketers absolutely should aim for that. However, the proliferation of mobile devices makes it easier said than done. Though […]

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ClickZ's Super Bowl LII winners, with a technology twist

ClickZ’s Super Bowl LII winners, with a technology twist

By admin 6 0

Are you even a marketing publication if you don’t write about the best Super Bowl ads? We’re doing something a little different this year, though. In the past, we’d look at things like USA Today’s Ad Meter and Amobee Brand Intelligence’s analysis, and declare winners (and losers) based on the public’s perception. But over the […]

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Q+A with Avocados From Mexico's Head of Digital Marketing Ivonne Kinser

Q+A with Avocados From Mexico’s Head of Digital Marketing Ivonne Kinser

By admin 3 0

Coming into the Super Bowl, Avocados From Mexico is in arguably the most unique position of any advertiser. Produce is a category with very little brand awareness and Avocados From Mexico only sells one product. Oh, and they have virtually no competitors. For part of the year, including now, Mexican avocados are the only ones […]

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Personalized video and the future of marketing

Personalized video and the future of marketing

By admin 5 0

By the time you’ve finished reading this sentence, 30 hours of videos will have been uploaded to YouTube. It sounds like a lot (well, it is a lot) but people can’t get enough video content. As of February, YouTube users were watching nearly 1 billion hours of videos per day. At the same time, personalization […]

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5 reasons CMOs should get behind ads.txt

5 reasons CMOs should get behind ads.txt

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In 2017, the ad industry was finally forced to start addressing the issue of digital ad fraud in a big way. One of the most meaningful efforts so far is an IAB standard called ads.txt. Ads.txt stands for “Authoritzed Digital Sellers” and aims to increase transparency in the programmatic advertising ecosystem. The method allows publishers […]

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18 lessons we can learn from Airbnb, Nike and IKEA in 2017

18 lessons we can learn from Airbnb, Nike and IKEA in 2017

By admin 5 0

As the competition increases among brands, there is a greater need to come up with fresh new ideas. That push for innovation led to many creative campaigns this year and we’ve decided to look back at some of the best ones. Hopefully, these will inspire you to update your marketing strategy in 2018 by adding new […]

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Flashback to the forecast: Revisiting our 2017 predictions

Flashback to the forecast: Revisiting our 2017 predictions

By admin 7 0

It’s late December, so you know what that means: Predictions! But we’re going to do them a little differently this year. Instead of looking forward and predicting the future, we’re going to look back and see how well we predicted the future last year. (OK, we’re also going to do 2018 predictions, but later.) December […]

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Are we about to enter an era of ad transparency?

Are we about to enter an era of ad transparency?

By admin 8 0

Few markets in the world are as opaque and complex as the digital ad market, though that hasn’t stopped digital advertising from growing into a business expected to account for a full third of total ad spend this year. However, the problems associated with the opaque nature of the market have become top of mind. […]

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