Author: rssmasher

When Gen-Zers go to physical stores, they leave their wallets at home. Smart marketers don’t care. Unlike their grandparents, Gen Zers–people born between 1997 and 2013–don’t view stores as the final stop in the sales process. And unlike their parents, they don’t consider stores merely places to discover and purchase products. Instead, Gen Z gets…

The medium of choice for native advertising increasingly is social media networks, not conventional content publishers. According to eMarketer’s just-released updated estimates, 73.5% of native
advertising will appear on a social network, social network game, or social network app in 2018.

As sure as the jacaranda trees bloom every spring in Southern California, the Newport Beach Film Festival launches a quirky, cinematic work of art to promote its weeklong event. This year is no exception, with a beautiful and brutal 3-minute spot that looks like it could’ve been lifted directly from the mind of Ridley Scott….

Measuring the digital engagement that customers have with your brand is key to making sure they remain customers. But what metrics do leading brands like Pandora, The New York Times and National Geographic use to measure their success? At South by Southwest Interactive last month, we caught up with leading CMOs and brand managers about…

Starcom UK is promoting Elliott Millard from managing partner, clients to the newly created role of managing partner, head of planning.

Outdoor advertiser Kre8 is launching its new ad space on six Touchdown Towers, located in one of the busiest intersections in Las Vegas, with a media buy from the Vegas Golden Knights (VGK), the
first National Hockey League team since 1979 to clinch a playoff position during their inaugural season.

The students of Marjory Stoneman Douglas High School know the news cycle is fast and furious. Momentous stories that once would have dominated the news for weeks now only hold the nation’s attention for days or even hours. Survivors of the shooting that left 17 people dead in Parkland, Fla., on Valentine’s Day attended the…

Marketers taking a conservative approach to brand safety are pulling back from buying the long tail to minimize their exposure to fraudulent, non-viewable and brand-unsafe inventory. As premium publishers develop strong programmatic capabilities, brands are transacting with them directly rather than on the open exchange. EMarketer predicts that nearly 80% of programmatic dollars will be… Continue reading »

The post Who Wins And Loses As Brands Flee The Long Tail? appeared first on AdExchanger.

At the Digiday Media Buying Summit last month in New Orleans, we sat down with 63 media-buying executives to learn their biggest concerns about the digital advertising industry. Check out our earlier research on the Facebook-Cambridge Analytica scandal’s impact on online advertising here. Learn more about our upcoming events here.

Quick takeaways:

• As in Digiday’s research from last year, campaign performance was media buyers’ top concern.
• Fears about decreasing digital ad budgets have fallen sharply since last year.
• The biggest growing concerns were brands taking marketing in-house and transparency in media buying.

Meeting campaign goals and transparency go hand in hand
As major brands reduce their marketing budgets, agencies are feeling the pressure to perform. Digiday asked 63 media-buying leaders in a survey to rate their level of concern about a variety of issues, and ensuring campaign performance ranked at the top, with 77 percent of respondents saying they were significantly or extremely concerned about it.

The post Digiday Research: Transparency and campaign performance are media buyers’ top concerns appeared first on Digiday.