Do you really know who your customers and prospects are? AI has allowed brands and agencies to get a richer and more complete understanding of consumers more efficiently in a data-first environment. Now is the time to tap into its transformative potential to deepen your understanding of these key stakeholders.

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According to new research from TikTok, its users will be just as likely to watch the summer games in Paris on the platform (58%) as they are to watch the live broadcast on TV (57%). So, how can brands best capitalize on this unique opportunity to authentically align with a worldwide, fan-fueled event? And how can you measure the impact? 

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It’s a performance marketing world, and we’re just living in it. But despite what your budget might say, maintaining strong brand equity in the market is still the secret to success. And it’s the brands that are breaking the rules of traditional category growth that are winning in today’s  market.

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When it comes to sports sponsorship success, brands and rights holders need to align their values and vision while identifying the metrics that matter to both parties. But just-released research from KORE found that 70% of sponsorship sellers feel unsure about their brand partner's goals, while nearly 60% of brands feel their goals aren't fully understood by rights holders. 

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Digital advertising is undergoing a transformative shift where emerging data strategies and measurement methodologies are redefining marketing effectiveness. From predictive audience targeting to AI optimization and personalization, there are a lot of new methodologies and strategies for marketers to consider when evaluating campaign impact and budgets. 

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Improving marketing ROI is a top priority of four in 10 marketers, according to research from Kantar. The key to ensuring they are delivering growth in today’s evolving landscape? Taking a data-led approach to measurement that integrates advanced analytics, media and brand expertise. Emerging technologies—especially AI—will take have an outsized impact on making all of this possible.

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Achieving outstanding social media ROI requires more than an understanding of platform trends, best practices for content creation, and actionable strategies to combine the two. You also need reliable benchmarks to help you measure your success. 

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More and more businesses are turning to third-party creators, influencers and affiliates to fuel their growth, and establishing mutually beneficial long-term relationships is critical. But what do brands need to do to keep creators happy?

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As third-party data deprecates and privacy regulations proliferate, marketers need to figure out how to foster deeper and more personalized one-to-one relationships with their best customers. One solution: a modern and data-focused loyalty program, which can power personalized marketing and data-driven strategies.

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It’s Upfronts season and TV advertisers are already busy locking in their annual media buys to attract the audiences of tomorrow, today. But once your upfront campaigns end, how do you stay connected with your brand's loyalists in a fast-paced world? The key is dedicating time and creative attention to evergreen ads.

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With post-pandemic live attendance surging, industry events and trade shows represent an enormous opportunity for brands. Yet many companies spend significant time, energy—and budget— on these programs without defining clear goals or a plan for measuring success. 

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Data deprecation and the demise of the third-party cookie continues to blur the lines between marketing and advertising. The future of both hinges on how companies use zero-, first- and second-party data. Customer data platforms (CDPs) can serve as a vital bridge. 

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Brands and agencies are seeking ways to support diverse communities through their ad spending on YouTube. But accomplishing this has been challenging because campaigns can touch thousands of creator channels, with no real way to understand the diverse communities they represent. 

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Post-cookie, advertisers must determine how they’ll continue delivering personalized and relevant brand experiences while also measuring cross-media campaign effectiveness. To chart a path forward, media buyers and planners need to know about all the cookie alternatives out there.

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Customer data platforms (CDPs) have evolved significantly over the past decade as data and privacy policies have become more dynamic. The next challenge—cookieless targeting—will necessitate further CDP evolution for brands to realize value, drive growth and foster loyalty. But what will that look like? 

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Do streaming viewers really want to see ads? Is binge watching still a thing? How many different services do people subscribe to? What do key Gen Z and millennial audiences want? These are among the key topics covered in the latest version of Tubi’s annual look at the state of streaming.

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