When advertisers see their ad verification partners blocking lots of impressions, they often think, “Okay, good – that’s proof the technology is working.” But negative blocking isn’t the healthiest – or the most efficient – way to approach brand safety, said Mark Proulx, global director of media quality and responsibility at Kenvue, the consumer health care company that
Category: Thought Leadership
Experiential marketing is always evolving, and the industry is poised to outpace prepandemic spending this year. It’s no surprise, then, that 2024 has already proved to be a landmark year for experiential campaigns. From a nostalgia-packed stay at Polly Pocket’s home to a dupe McDonald’s pop-up, creativity in this arena has been flowing. With a
After a string of somewhat monumental upfront cycles since 2020, this year’s annual haggle between TV and streaming ad buyers and sellers was hard-pressed to prove its significance. And yet it did. “The biggest shift or change this year is it was really a reset year from a digital video standpoint in terms of pricing,”
In today’s digital age, it might seem like the heyday of print media is long behind us. However, while the internet and social media may have lured us away with their addictive algorithms, print is far from dead. … And Yelia Schnelle, senior planning director at UM Australia, says print media is facing challenges due
On this episode of The Current Report, UM Worldwide’s chief product officer Andy Littlewood breaks down why he thinks AI is advancing past being simply a buzzword, moving into an age of intelligence, how the definition of being a large agency has changed today and what keeps him up at night. Listen to the full
It’s shaping up to be a bigger and better year for ad spending in 2024. The U.S. presidential election is boosting political spending, and other key factors like retail media, social video, sports programming and streaming are adding fuel to the economy. Major ad forecasters have predicted improved U.S. media spend totals for 2024, citing
Carers are leaving our industry in droves. We must take action now: let’s start with understanding the contribution that carers bring to the workplace, while increasing representation and giving proper support to employees. Recent comments by Conservative MP Kemi Badenoch, suggesting that maternity pay has “gone too far”, have highlighted a broader societal trend that
As AI continues to transform marketing, UM APAC’s CPO Ben Tuff uncovers how to tap its power without losing the nuances of the creativity, edge, and authenticity that drive standout brands. “AI is not going to take your job. The person who uses AI is going to take your job…. and when AI increases the
Para la IA resulta difícil retroceder en el aprendizaje o dejar de mutar. Esto se torna problemático porque si tú no logras establecer una diferencia en el presente, esto perjudicará a tu marca en el día de mañana, escribe Dan Chapman Global Chief Strategy Officer de UM en la columna que compartimos a continuación. El
Hablamos de como las marcas pueden diferenciarse en la era de la IA. Es sorprendente ver cómo cada vez más los productos se parecen entre sí y como las campañas se confunden. Muchos de los comerciales en televisión, muchas de las cuñas de radio hoy parecen fotocopias. En una esquina está la imagen de un
