Opinion: Page 3
The latest opinion pieces by industry thought leaders
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Retrieved from Goodby Silverstein & Partners on June 29, 2021
'Liberty, Liberty, Liiiberty... Liiiberty!': Anatomy of a sonic logo
If you want to reach into people's brains, hearts and pocketbooks in 2021, you must have a strong, well-designed audio presence, writes music producer Lucas Murray.
Lucas Murray • June 30, 2021 -
Successful personalization demands a balance of strategy, tactics, technology and skills
Customers punish brands for undifferentiated experiences and irrelevant communications, putting a high price on executing personalization well, writes Gartner's Noah Elkin.
Noah Elkin • June 23, 2021 -
PeopleImages/E+ via Getty Images
Brands must go beyond advertising to connect in a post-COVID-19 world
The industry is at a crossroads as less data about consumers could equate with even less effective ads, writes EarBuds' Chris Gannett.
Chris Gannett • June 14, 2021 -
Permission granted by Sensient
Somewhere over the rainbow
Brands that continually represent the LGBTQ community — not just during Pride Month — will stand the test of time as consumers call out valueless and performative actions, writes New Moon's James Silverstone.
James Silverstone • June 10, 2021 -
Stuart C. Wilson via Getty Images
Looking for sales growth in a post-pandemic world
Significant changes in consumer behavior might make existing trackers and models less accurate, writes Helixa's Florian Kahlert.
Florian Kahlert • June 1, 2021 -
Permission granted by Alexander Mann Solutions
How can marketers approach multichannel now?
Marketers should look to build a model that goes beyond medium and message to match the reality digital has created, writes Goodway Group's Jay Friedman.
Jay Friedman • May 17, 2021 -
Stock Photo via Getty Images
The cookieless future isn't about privacy
The end of third-party cookies is an opportunity to do away with the uses of cookies that have fomented some of the worst damage on the internet, writes Nishant Desai of Xaxis.
Nishant Desai • May 11, 2021 -
Courtesy of Roku
Let's be upfront: We can't go back to traditional TV buying
The upfronts need to adapt to help marketers stay relevant as consumers' idea of TV remains fluid, writes TVSquared President Jo Kinsella.
Jo Kinsella • May 3, 2021 -
Retrieved from Nestlé on August 12, 2020
The end of pandemic means major changes for 3 mobile app categories
An analysis of global engagement trends suggests dining, gaming and dating are poised to undergo massive disruptions when life returns to normal, writes MOLOCO's Brian Yoo.
Brian Yoo • April 26, 2021 -
What advertisers stepping into the gaming arena should know
The sub-segments within the gaming audience and the opportunities to reach them will continue to evolve, writes Merkle's Kimberly Dutcher.
Kimberly Dutcher • April 19, 2021 -
Fotolia
Are in-house ad agencies choking the talent pipeline?
The advertising industry is experiencing a talent crisis of immense proportions that's likely to continue unless changes are made now, writes WorkReduce CEO Brian Dolan.
Brian Dolan • April 12, 2021 -
Permission granted by U.S. Navy
Attention marketers: Building vaccine confidence is key for a 'return to normal'
Given the positive data about COVID-19 vaccines, growing understanding among the public is ultimately a marketing and communication challenge, writes Gartner's Tim Barlow.
Tim Barlow • April 5, 2021 -
Unlearning common misconceptions about agencies
Marketers have been conditioned to accept some ideas that eventually threw us off balance. Ultimately, these false ideas get in the way of effective partnerships, writes Agency Mania Solutions' Bruno Gralpois.
Bruno Gralpois • March 29, 2021 -
Digital ad targeting will return to its roots amid cookie demise
Advertisers and publishers are tasked with developing tactics and strategies that drive performance and engender trust, writes Permutive's Rico Rosa.
Rico Rosa • March 22, 2021 -
Attribution will be challenging — but not impossible — in a cookieless world
Analog and digital media measurement will allow for planning and optimization, but both have positives and negatives, writes Permutive's Elizabeth Brennan.
Elizabeth Brennan • March 16, 2021 -
Moving influencer marketing down the funnel
While popular, the practice requires better definition, accountability and will have to integrate into attribution models, writes Perlu's Andres Echenique.
Andres Echenique • March 8, 2021 -
Rohit Tandon via Unsplash
How media companies can harness the creator in us all
Today's media is overly polished. Content should not be perfect, but instead performs best when it feels relatable and personal, writes AQ Strategic's Allison Mezzafonte.
Allison Mezzafonte • March 2, 2021 -
The social media opportunity with the death of third-party cookies
With cookies on the way out, paid social is a bright spot in 2021 for marketers looking to understand and reach consumers, writes Merkle's Ilon Weeldreyer.
Ilon Weeldreyer • Feb. 23, 2021 -
Courtesy of Darian Jovan/Budweiser
Chief meme officer: Possibly marketing's best force multiplier right now
At a time when many consumers operate on some form of smart device, companies' formal induction of a chief meme officer is long overdue, writes Hansen Technologies' Adnan Bashir.
Adnan Bashir • Feb. 17, 2021 -
Big game newbies like Chipotle, Indeed and Vroom should focus on ads' long-term impact
To really generate buzz, combine a TV ad with layers of digital marketing before, during and after game day, writes Bernardo de Albergaria of Airship.
Bernardo de Albergaria • Feb. 8, 2021 -
Super Bowl LV marks a shift in advertising tradition
While their reach is impressive, spots in the big game lack the multichannel connectedness and performance-driven metrics many brands now seek.
James Draper • Feb. 5, 2021 -
Courtesy of Event Farm
A future for virtual? Adapting to a fatigued event audience in 2021
In a remote world, brands must find unique ways to break barriers and maximize audience engagement and participation to stay ahead this year, Accenture Interactive's Mark Curtis writes.
Mark Curtis • Feb. 3, 2021 -
Permission granted by John Hazard
CMO, heal thyself!
Chief marketers must standardize the role in order to align their skills with growth strategy and measure success, writes MMA Global CEO Greg Stuart.
Greg Stuart • Jan. 26, 2021 -
Unbound media: 6 lessons for a post-agency world
As digital media increasingly present effective alternatives to traditional ad buys, they also increase the value of and control over data, pushing more marketers to take operations in house.
Jim Singer, Brooks Levering, Luis de Lencquesaing and Piyush Gupta • Jan. 20, 2021 -
Retrieved from Disney+ on June 15, 2020
Will Disney leverage its growing strength in streaming to launch an ad-subsidized model?
Disney+ had the advantage of brand recognition and a strong content library from the outset, positioning it for the next step in its evolution, Innovid's Tal Chalozin writes.
Tal Chalozin • Jan. 11, 2021
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