Dina Smyth

The IAB Predicts Social Video Will Overtake CTV This Year. Social video “is taking more of a lead over CTV” because it provides better campaign reporting based on an advertiser’s preferred business outcomes, a capability that CTV lacks in comparison. Marketers are under pressure to justify their investments by connecting their ads to results, which is why they’re raising investments in social video more than CTV this year. But in my experience while attribution remains the king, we need to think about incrementality. https://lnkd.in/dYze9K-3

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Retail Media Networks have started behaving more like media networks than retailers, and I am here for it. In case you missed it, two giant retail media networks have opened up to near-endemic and  non-endemic advertisers in the past few months. Walmart Connect in April, and now Albertsons Media Collective Walmart: https://lnkd.in/dBmKERhJ Albertsons: https://lnkd.in/dUCh_VtP btw, both are targeting advertisers from the same industries- automotive, entertainment, financial services and travel. However, it’s interesting to note that both have a very different type of offering for non-endemic advertisers. Walmart Connect’s offering is rooted primarily in data monetization. Non-endemic advertisers can leverage Walmart’s first party audience data for targeting shoppers on Walmart’s offsite network - walmart’s onsite inventory is NOT available to them. On the other hand, Albertsons Media Collective is monetizing its onsite ad inventory - only caveat being, the inventory available to non-endemic advertisers is on post purchase pages like order confirmation page. Now, why am I so excited about this? Four reasons. Three reasons come from the way retail media is evolving. The fourth one gives me bragging rights. Why is this a good thing for the retail media industry? → RMNs leaning exclusively on endemic brands are bound to hit an ad revenue ceiling - after all how much ad spend can be extracted from the same set of advertisers? → Thanks to first party targeting, non-endemic ads need not be irrelevant eyesores for shoppers - additional media dollars flow in without impacting shopper experience → Retailers get to charge advertisers a premium - third party cookies are dying, non-endemic advertisers also know that retail media is their best bet The fourth reason and why do I get bragging rights? → At Osmos, we foresaw this evolution in retail media. Hence, we already have the tech to enable non-endemic advertising on retail media networks - whether they want to go the Walmart Connect way or Albertsons Media Collective way. #retailmedia #non-endemic-ads #walmart #walmartconnect #albertsons #albertsonsmediacollective #osmos #offsite

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Much like the seltzer craze - maybe the big beverage companies should jump on and ride the wave? From NA to nootropics, and cbd to just some plain ol' mocktails (Have you tried them?!?! You might be surprised!) What would a more sober America look like? Combining the supplement market, health & beauty, and drink market.....sounds like a $$ maker!! #healthieramerica #healthierworld #mocktails #NonAlcoholicBeveragesAdSpend #GuidelineData

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Great article from the one and only Rob Hall! Let's get behind a narrative that allows us to "think about the mindset that users are in" versus targeting users based on past browsing history. https://lnkd.in/gpdjNj3s

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As marketing accountability rises, companies are increasingly adopting Marketing Mix Modeling (MMM) solutions to assess the effectiveness of their marketing spend. At the same time, various digital publishers are developing open-source MMM capabilities to support marketing measurement. This article sheds light on Open-Source MMM and Internalization, emphasizing essential factors for a successful MMM initiative. https://lnkd.in/emMKjJ5K

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The 2024 Cella Intelligence Report has officially been released today! Inside, you'll find an in-depth look into the current state of marketing and creative teams across various industries and sizes. Included in the CIR, you'll also find analysis and perspectives from experts in the field. #Cella #CreativeOps #MarketingOps #RandstadDigital

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99% of orgs plan to leverage data collaboration to create more brand and business value this year. 💡 Download the new LiveRamp report “AI and Other Top Trends in Data Collaboration and Clean Rooms” to explore data collaboration use cases across industries.

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Amen David Nyurenberg! Amen! "It is time to evolve beyond the addiction to addressable targeting and deterministic attribution, driven not by fear and doubt but by a commitment to rediscover how the empirically proven fundamentals of marketing effectiveness can be applied to the digital media era." This is exactly how we view the needs of the market and the direction the industry must go if we want to offer real value to brands, consumers, publishers, and everything in between. https://lnkd.in/evNqwWim

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✅🖥️ AdExchanger (6/10): “OpenPass is a publisher tool that allows users to access sites by providing their email, rather than repeatedly logging in with a password. Once users verify their email, publishers get an authenticated address they can turn into an identifier – in Scripps’ case, a UID2. OpenPass does not automatically turn a signal into a UID2, The Trade Desk said. Publishers can include that signal within whichever identity framework they choose. “Every publisher manages [identity] differently,” the rep said. But, naturally, The Trade Desk considers OpenPass as a next step to UID2. Scripps, for example, already uses UID2, so it expects OpenPass to help raise the number of UID2s it has to target and measure traffic across its streaming and web properties, which include Ion, Court TV and Bounce TV. Additional signal gives Scripps a better understanding of its audience, the publisher said, which will help it better package inventory for advertisers based on the type of viewer they want to reach. It should also help advertisers manage reach and frequency across channels. The major holding companies are (still) asking publishers for show-level data, Scripps said, which many publishers refuse to share because they’re worried advertisers will cherry-pick inventory. Scripps sees that gap as a competitive advantage. Scripps passes show-level data at the network, program and episode level, the rep said, using data obfuscation tactics to ensure the data it passes in the bid stream can’t be used to profile, reidentify or retarget viewers.” ⬇️ #streamingtv #programmatic #avod #fast

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Unlock the potential of #retailmedia with data-driven insights! Amy Worcester Lanzi, CEO of Digitas North America, reveals in our latest series with Beet.TV how understanding consumer behavior fuels smarter marketing decisions and boosts brand loyalty. Read more on our blog → https://lnkd.in/g8WhXpZw

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📢 June trend alert! Last month, we rounded up some of our favorite articles from The Atlantic, The Hill, Fast Company, AdExchanger, Ad Age, Digiday, TechCrunch, and more, including research from EMARKETER and Forrester that highlights top trends in marketing and adtech. Top themes include: 🛠 AI Challenges and Opportunities Despite the excitement, AI adoption is hindered by a lack of expertise and job displacement fears. However, 77% of agency leaders see GenAI as a major disruptor. According to Forrester, investing in AI literacy and training is crucial. 🔒 Data Privacy Legislation Efforts for a federal data privacy law face setbacks in the US. The EU's GDPR sets the global standard. Trust and transparency are essential for AI's success. 🕵️‍♂️ Leaked SEO Secrets Content creators and marketers! Key insights leaked from Google documents reveal what tried and true practices are still working and new strategies that are making waves. 🛍 Retail Media Boom According to eMarketer, retail media ad spend will hit $33.86B this year, doubling by 2028. Major retailers like Amazon and Walmart are leading the charge. 📣 Data Axle News We’ve expanded our enterprise solutions team, emphasizing our client-first approach and leveraging AI in our next-gen data management application, Audience360™. Stay tuned for more updates next month and visit our website for the latest news! 🚀 Thanks to the awesome journalists and researchers reporting on all of the hottest industry developments: Allison Schiff, AdExchanger; Jay Pattisall, Forrester; Rebecca Klar, The Hill; Matt Kalkins, TechCrunch; Ann Sachs, Ad Age; Li Lu, Digiday; Meaghan Yuen, eMarketer; Sebastian Gabel, Duncan Simester, and Artem Timoshenko, Harvard Business Review.

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Why the resurgence of 'full-service' agencies? Did they truly ever fade away? Gain deeper insights into this evolving landscape with perspectives from industry leaders like our CEO, Jennifer Berry. Digitas has been full service for over 20 years, strategically partnering with clients on real business and marketing challenges. Bringing multiple skill sets and capabilities to the table, we deliver results across CRM, media, social, tech, and commerce. We believe marketers want this for efficiency, consistency, and impact. And so do their customers. Read more: https://lnkd.in/e52UGPZr #AdvertisingTrends #FullService #DigitasUK #PowerOfConnection #ImpactEveryday

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When it comes to podcast advertising, context matters. At IAB Podcast Upfront, EVP of Strategic Partnerships Pat LaCroix presented the brand safety challenges impacting the podcast industry. He discussed how contextual AI provides the clarity advertisers and publishers need to grow with confidence. Read more here: https://bit.ly/3QK8uLY #IABPodcastUpfront #BrandSafety #BrandSuitability #PodcastAdvertising #ContextualAI

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🌟 Unlock the Secrets of Digital Advertising! 🌟 🎤 Join us for an exclusive presentation by our CEO, Lori Weiman, at SMX Advanced this Wednesday! 🚀 After this session, you'll be able to: ✨ Score large numbers of keywords ✨ Reduce competition on brand and "brand plus" search queries ✨ Reduce ad spending on expensive paid text ads in favor of more cost-efficient listing types without cannibalizing clicks or conversions 📅 Date: June 12, 2024 🕒 Time: 12:30 PM PST/3:30 PM EST 📍 Location: https://lnkd.in/guiTqsTS Whether you're a seasoned marketer or just starting out, Lori's expertise will empower you to navigate the complexities of digital advertising with ease. Don't miss out—secure your spot now! 🔗 https://bit.ly/4bIeWvq See you there! #SMXAdvanced #DigitalAdvertising #MarketingEfficiency #TSM

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Captify®'s Search Intelligence can reveal what audiences are looking for in real-time. See how Captify and Magnite work together to help advertisers activate those insights on CTV. https://lnkd.in/eRnbM-_h

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Upfront Buyers Push For Lower CPMs; Is Meta’s Pivot To Video Finally Paying Off? | AdExchanger : A good read for the new trends for digital paid advertising and the variety of options to generate better consumer engagement. #SEM #SEO #PPC #socialmediamarketing #displayadvertising #nativeadvertising #emailmarketing #retargeting #GoogleAds #FacebookAds #InstagramAds #LinkedInAds #TwitterAds #YouTubeAds

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Headed to Future Pharma? Don’t miss Acxiom's VP Sales and Strategy Anthony Passarelli on June 26 at 4 p.m. as he joins the mainstage panel discussing how data can foster a collaborative environment and improve patient outcomes. Learn how Acxiom helps pharma brands reach healthcare providers and keep them informed of products and services that can enhance patient care:

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The ANA Masters of B2B Marketing is over and yesterday was a big day filled with content and insights. You can listen to the highlight topics below. Message me if you want to know more. #ANAB2B #B2B

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