It tells us that making a $3.95 billion bet on a data marketing company may actually pay off.
I have no idea whether Omnicom’s impressive Omni system was part of their pitch, or how much they invested in its development, but I think it’s reasonable to assume it was featured and that it cost a lot to develop.
In other words, access to quality data and the potential ability to access, activate and deploy at speed, in an integrated way is as vitally important, and potentially game winning capability.
However, Disney’s decision also shows that in other areas, clients are eschewing large-scale disruption and sticking with what they know where the cost of change is greater that the opportunity of change. I’m
We are entering a second generation that will provide standards, accountability and a common language for the inputs and outputs of industry-sanctioned models in what might well be called, “attribution 2.0.”
Snapchat is rolling out a new dynamic ad format that will let brands automatically create ads in real-time based on their own product catalogue.
The feature works by pulling in data from extensive product catalogues which could contain up to hundreds of thousands of products. These are then synced with Snap’s ad system and served up to users based on their interests.
So once you have all of your assets, how can you make the most of them? By adapting existing assets for different contexts and campaigns, you can maximize your impact, reaching more people with minimal creative lift.
That’s exactly what some brands are doing with video ads: taking footage from longer spots and condensing them to six-second bumper ads — an ideal format for driving brand reach and frequency. We spoke with four such brands to understand what the benefits are.
He encouraged marketers to embrace “right-brain thinking”, and resist their instincts to analyse and devitalise, in order to create ads that entertained for commercial gain. Using elements in creative like metaphor, music and a sense of place, he said, would have the desired impact.
The global marketing technology market is now valued at an estimated $121.5bn (£94.6bn), representing a year-on-year increase of 22%, finds international accountancy and business advisory firm BDO, and WARC, the worldwide authority on advertising and media effectiveness.
On average, brands in North America and the UK are spending 26% of their budgets on martech compared to 23% last year. That’s a 13% increase in martech budgets since last year, with the survey results showing little evidence of a decline in appetite for further tech.
Amazon is increasingly ramping up on ad offerings across its ecosystem, in a mounting bid to lure ad dollars away from platforms like Google and Facebook, YouTube, traditional TV, and the connected-TV device maker Roku.
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