VIDEO: Why Kraft Uses Agile Marketing to Solve a Growth Problem
Technological innovations have had a profound impact on marketing, but marketers today don’t have an ad-tech problem. Instead, they have a growth problem, according to Deanie Elsner, Kraft Foods...
View Article5 Surefire Ways to Alienate Your Target Audience (And How to Avoid Them)
No brand really wants to alienate potential customers. And yet, marketers do occasionally make decisions that don’t have the consumer’s best interests in mind. What follows is a five-step guide to...
View ArticleAPAC’s Misplaced Expectations for Programmatic
Something bizarre is happening in the programmatic world. The Asia Pacific (APAC) region has a larger population of Internet users (1.4 billion active Internet users in 2015 according to a We Are...
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Long Live Long-Form: The Hidden Value of Blogs
Blogs have long been part of the content marketing conversation. But with exciting storytelling formats like brand magazines and films getting all the buzz these days, one has to ask: are blogs still...
View Article7 Things That Really Great Online Media Buyers Do
Establishing an identity and presence online is one of the most important things that any business can do today. While there are many different forms of marketing available, one of the more popular...
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The Practical Guide to Programmatic Planning in China: Part 3
There are three integral parts to a complete programmatic implementation: demand side platforms (DSP), data management platforms (DMP) and the trading desk. Or in layman terms the buying platform, the...
View ArticleGroupM and TAG Join Forces to Tackle Brand Safety
In the chronic fight to stamp down on online piracy, brand safety has become one of the biggest challenges for advertisers as they battle for ads to only appear on legitimate sites and those that do...
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Programmatic Media Buying: Sitting at the Intersection of Owned and Paid Media
Digital advertising is coming of age and leading global media growth, eating into TV’s decades-long dominance. It’s been a steep climb, helped in part by the growth in programmatic media buying....
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The Practical Guide to Programmatic Planning in China: Part 4
In my last article, I talked about setting up the buying platform. Today I will be going over how to select data platforms. Data availability has always been the biggest issue in the Chinese...
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How Target’s new ads show the real value of Shazam
For about a decade now, marketers have been racking their brains trying to figure out the best way to link traditional ads with the Web. URLs came first, then hashtags and a call to action to visit...
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