Natasha Lomas takes an in-depth look at why advertisers may want to reconsider investment in behavioral targeting, including the business uplifts experienced by the New York Times and Procter & Gamble after either cutting or reducing targeted ads. Behavioral targeting also relies on personal consumer data, which is becoming an increasingly contentious issue, she writes.
Verizon's Super Bowl campaign, dubbed "The Team That Wouldn't Be Here," is intended to honor first responders, and the company will roll out two spots ahead of the game, Chief Marketing Officer Diego Scotti reports. "We wanted to really make a stand for the brand especially as it relates to our connection with first responders, which has been really strong for a long time," he says.
Darren Gill, vice president of strategic operations for Namaste Technologies, discusses the company's growth as the largest global digital marketplace for cannabis products, despite being prohibited from employing traditional marketing strategies. "This has pushed our teams to get even more creative in our approach to marketing," he says.
Coalition for Innovative Media Measurement CEO Jane Clarke discusses how TV attribution is becoming increasingly sophisticated with the growth of programmatic and addressable ad investment. Marketers' experience with digital measurement will prompt them to demand more stringent metrics from TV companies, she says.
A content marketing strategy is only as good as its goals. See how you can declutter your old objectives and give them new life in 2019, in Lisa Arledge Powell's newest article on PRSA's Content Connection, "How To 'Marie Kondo' and De-Clutter Your Content Marketing Strategy."
Karen Weise explores how Amazon's plethora of customer data is fueling its ad business, which is valued by Morgan Stanley at around $125 billion. Amazon's self-serve ad platform offers hundreds of automated audience segments for targeting, she writes, based on purchases, media watched or demographics of individual households; additionally, the platform can track how ads lead to conversions.
The majority of Americans agree that more sleep would do them good, according to several studies, and the lack of sleep is often a vicious cycle affecting job performance and other areas. The key to ending the cycle is setting boundaries between work and home life, such as not checking email after a certain hour, writes Maurie Backman.
Email is experiencing a resurgence among marketers looking to directly connect with consumers as social algorithms make organic engagement increasingly difficult, writes Christopher Mims. Email appeals to consumers who are looking for less interruptive digital experiences and who are becoming more skeptical of social media, he writes, although he admits brands must still be on social.
Public relations and marketing are converging, and brands seeking to be considered "average" are falling behind as the speed of disruption continues to shift. With this convergence, data and accountability are becoming increasingly important.
Glacier Bancorp has developed a digital mortgage offering with the help of Roostify, and applications through the platform represent roughly 22% of total applications this month. "If we want to stay in this business, we have to be ready and able to deliver financial services to our customers in a manner they want to interact with us, and that includes electronic delivery," said Paul Peterson, senior vice president at Glacier.