However beautiful the strategy, you should occasionally look at the results.
Say you hand an agency $1,000 for programmatic ads. How much of it do you think reaches a person who could actually buy from you? When the Association of National …
Stop Feeding the Programmatic Machine Read More
I’ll start with a number that should bother every marketer: in the Association of National Advertisers’ (ANA) 2023 programmatic transparency study, only about 36 cents of each dollar spent reached …
Combatting Digital Ad Fraud: Strategies for Marketers Read More
Last month I tried to buy a cheap blender. I read the product page, skimmed the reviews, and then did what I suspect you do too. I opened a new …
The Marketing Problem Nobody Wants to Talk About: Trust Read More
Last week I stood in front of a cereal shelf and did math I never used to do. Four dollars and change for a box that used to be under …
The Grocery Aisle Has Gone Quiet, and Brands Don’t Seem to Notice Read More
If you opened today’s CPI report hoping for good news, I’m sorry. Consumer prices rose 0.6 percent in September and 3.7 percent over the year, up from 3.4 percent in …
Inflation Just Got Louder. Here’s What Marketers Should Do About It. Read More
Years ago I sat in a meeting where a media planner proudly announced that our campaign would hit 85% of the target audience an average of seven times each. Everyone …
Your TV Budget Is Buying Impressions, Not Customers Read More
Nobody woke up today hoping a stranger’s ad would cover the article they were reading and cut them off from the content they wanted to engage with. In fact, most …
The ROI Case Against Pop-Ups and Programmatic Ads Read More
A refund check lands, the CFO exhales, and within about a week someone in the marketing meeting says, “Hey, we’ve got some extra money to play with.” I’ve heard some …
Your Tariff Refund Isn’t a Marketing Budget Read More
Most of us have been on both sides of the newsletter box. You’ve had a pop-up cover a page before you’ve read a single sentence. You’ve also, once in a …
What Actually Gets People to Sign Up for Your Newsletter Read More
Most marketers spend their time watching consumer trends, social media engagement, and advertising performance. But two of the most important indicators of where consumer behavior may be heading are in …
The Impact of Stock and Bond Markets on Marketing Strategies Read More