The Rise of CTV and OTT Advertising and What It Means for Marketers (Performance Marketing Roundup March 2024)
OTT is expected to account for more than half of US video subscription revenues by 2025, when it will reach $72 billion. That growth is coupled with the rise of ads on streaming platforms, creating an interesting opportunity for marketers. Advertising on CTV devices and OTT platforms has particular advantages over traditional TV advertising, like advanced targeting, real-time analytics, and increased efficiency.
Marketing Transformation Lessons from the ANA/AEF Future of Marketing Leadership Conference
I recently attended the ANA/AEF Future of Marketing Leadership Conference, co-hosted by NYU. The event focused on bridging the gap between academia and the marketing industry, and provided key strategies for connecting with consumers, raising marketing's profile within the organization, and nurturing young marketing talent.
Earning Trust with Customers Starts with Internal Teams
Marketing, at its core, is the practice of earning trust with consumers. While the marketing team can develop a trust-worthy brand identity, messaging platform, and customer journey, multiple other internal stakeholders are responsible for building the end-to-end customer experience that earns and cements customer trust.
The Power of Data-Driven Brand Storytelling
The marketing and creative profession is about making a human connection with consumers, which can only be achieved through powerful brand storytelling. This aim does not minimize the importance of data, though. There’s an art to crafting powerful insights that blend science with storytelling in order to build long-term, meaningful relationships with customers.
Preparing for the End of Third-Party Cookies (Performance Marketing Roundup February 2024)
While cookie-related privacy laws like the EU’s General Data Protection Regulation have been in place for many years, Google’s move last month to start deprecating third-party cookies in Chrome signals the true end of the cookie era.
Evolving Your Marketing Investment from Short-Term Demand Capture to Long-Term Brand Building
Being able to build and leverage a full funnel to acquire and retain customers is a marketer’s dream; however, measuring the impact of upper-funnel media on revenue is a common challenge–and this can make it difficult to secure upper-funnel budget. Let’s examine why it’s a very worthwhile exercise to pursue.
Is the CMO-CFO Relationship Healthy?
The Fall 2023 CMO Survey reported some encouraging stats on CMO-CFO alignment, but also highlighted the distinct challenges that marketers face when working to increase their accountability, transparency and cross-functional alignment.
Does Your Marketing Team Have a Seat at the Table?
Earning organization-wide trust, particularly with teams that “don’t get marketing”, doesn’t happen overnight. But there are key things that CMOs can do to create a culture of transparency and cross-functional alignment.