Tru Optik is launching Political Data Cloud to help marketers target and deliver campaign ads programmatically for over-the-top and connected TV campaigns. The tool allows users to segment audiences by household level, reaching 80 million of the approximately 95 million US households with OTT and CTV services, where as it was only possible to segment audiences by things like type of TV program or location in the past two federal elections.
Professionals make a lasting, positive impression if they craft an elevator pitch focused on skills, accomplishments and character, says Debbie Wosskow, co-founder of AllBright, a women's networking club. Use your digital footprint to build a brand that presents your true self, value and a professional image.
While 16 digital audience measurement services follow the begin to render standard for measuring the delivery of digital audience impressions, industry heavyweights Google and Nielsen have some work to do, according to a Media Rating Council update. The BTR standard, created by the MRC, IAB and the Mobile Marketing Association, provides a credible measure of a mobile ad exposure.
Marketers' role in analyzing consumer insights allows them to generate ideas for new products. Here are some approaches companies can use to challenge the status quo.
- Beverly Jackson, VP of social portfolio strategy at MGM Resorts International
- Walter Frye, VP of global brand content and engagement at American Express
- Rishad Tobaccowala, chief growth officer at Publicis Groupe
- Kristi Argyilan, SVP of marketing at Target
- Christopher Thomas-Moore, VP of digital marketing and ecommerce at Domino's
- Joanna O'Connell, VP and principal analyst at Forrester
- Debra Erikson, director of marketing at San Diego Zoo Global
Business-to-business marketers shouldn't think their brand is too boring for social campaigns, as evidenced by the social success seen by companies like WeWork and even the Transportation Security Administration, Liz Cole writes. The TSA's social presence is surprisingly entertaining, with content such as a "They Brought What?" YouTube channel that spotlights the weirdest things people have brought on flights, demonstrating that "there are great ideas to be found if we dig in and do the work," she writes.
This infographic from Three Deep Marketing displays statistics and advice demonstrating personalization's power, potential and process. Insights include the fact that acquisition costs can be cut by up to 50% by using personalized marketing, and that marketers should leverage customer data platforms powered by artificial intelligence to deliver effective personalized digital experiences.
Burger King has become known for its novel and quirky campaigns such as geofencing promotions and an open letter in The New York Times proposing a truce with McDonald's, which generated 8.9 billion impressions globally. Global CMO Fernando Machado says the brand's key to a successful campaign is a combination of focused ideas and clear objectives, and notes, "It's not just media coverage for the sake of having media coverage, but we communicate even more powerfully our business and brand objectives."
Ryan Reynolds is best known for his acting roles, but he's making a splash with his role at Aviation Gin where he and partner George Dewey "play around with expectation and subverting the norms of advertising," says Reynolds. In this interview, Reynolds discusses conceptualizing ideas, benchmarking success, the trend of celebrities becoming more than pitchmen and some of his promotional antics.
Making it onto Forbes' World's Most Influential CMOs list for 2019 requires a starring role inside "their companies, in the broader advertising and marketing industry, and in society and culture," writes Jenny Rooney. Topping this year's list of 50 executives is former Unilever marketer Keith Weed, followed by industry heavyweights including Procter & Gamble's Marc Pritchard, Facebook's Antonio Lucio, Adobe's Ann Lewnes and Twitter's Leslie Berland.