Measuring Experiential Marketing: Finding Tangible KPIs In Ephemeral Experiences

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Emily Ketchen, regional head of marketing, Americas, at HP. For experienced marketers, reaching consumers has often been about the numbers. The basic strategy is to develop a product marketing plan and then observe related spikes inContinue reading »

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Hack Attention To Drive Action: What Brand Marketers Can Borrow From Performance Marketers

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Paolo Provinciali, head of global ecommerce at Anheuser-Busch InBev. Brand marketers are good storytellers but often bad at driving consumer action. This wasn’t as troubling when content consumption was more linear with fewer stimuli; brand awarenessContinue reading »

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Performance Marketing Should Play A Larger Role in Building Brand Creative

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Marissa Tarleton, chief marketing officer at RetailMeNot. Building strong brands is a priority for any company. In the past it was viewed as its own goal, separate from performance marketing. The two are often talked aboutContinue reading »

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Setting Up For Success Amid The Unspoken Challenges of Multitouch Attribution

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Amy Loesch, vice president of digital marketing at RetailMeNot. Multitouch attribution can be intimidating for some marketers. Where does one start and how can brands get executive buy-in? More than half (57%) of marketers surveyed inContinue reading »

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The Transparency Hangover

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“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Belinda J. Smith, global director of media activation at Electronic Arts.  Spurred by the groundbreaking ANA K2 report, marketers spent the latter half of 2016 and much of 2017 talking about transparency. We went from pushingContinue reading »

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How Can Brands ‘Converge’ Ad Tech And Mar Tech?

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“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Tony Ralph, director of data and marketing technology at Intuit QuickBooks. With at least one notable exception, nearly all researchers predict the inevitable convergence of the mar tech and ad tech ecosystems. Predictions aside, as aContinue reading »

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What’s New For 2018? Nothing

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“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Belinda J. Smith, global director of media activation at Electronic Arts.  I realize I’m late to the game with the year-ahead predictions, but this year the annual ad tech soothsaying has hit a nerve. The slowContinue reading »

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Forget Viewability: Your Ads Aren’t Serving

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“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Bennett Rosenblatt, rider display marketing lead at Uber. At Uber, our programmatic strategy prioritizes transparency and trust above all. We run campaigns in an enterprise self-service demand-side platform (DSP) and leverage a transparent ad server toContinue reading »

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The Problem With The Long Tail

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“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Belinda J. Smith, global director of media activation at Electronic Arts. The promise of programmatic is oft-repeated as “right person, right place, right time.” And while this is likely the goal of all advertising, we typicallyContinue reading »

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The Complexity Ruse

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“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Belinda J. Smith, global director of media activation at Electronic Arts. I find it interesting to hear people complain about programmatic being too complicated. They say that they are essentially helpless to figure out how toContinue reading »

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