Connected TV marketing platform MNTN has announced the launch of Creative-as-a-Service. CaaS is aimed at helping brands get their TV creative onto the platform in as fast and least expensive a way as possible. MNTN is a self-service platform, designed to reduce the complexity associated with running and measuring TV campaigns. Actor Ryan Reynolds, who became Chief Creative Officer at MNTN when it acquired his agency Maximum Effort, said in a release: ““I really like marketing, but I don’t think it should be too burdened with overthinking and a deluge of data and process. This is CaaS. A simpler, faster way and I hope to be more creative with less soul-sucking parts.” Why we care. CTV has been described by … [Read More...]

Integral Ad Science (IAS) has announced enhancements to its Context Control solution for publishers and advertisers. Context Control helps advertisers to circumvent inappropriate environments for digital advertising as well as to reach audiences consuming specific types of content. Advertisers can now select from more than 300 contextual segments, whether to protect brand reputation or target relevant audiences. Publishers can boost inventory value by matching contexts to advertisers’ needs. One recent activation saw a 20{da2ef7ff2781dfb5887db3e3a6cf03c7c894e23a27536de3f64bd799872794d1} lift in CPMs and a 120{da2ef7ff2781dfb5887db3e3a6cf03c7c894e23a27536de3f64bd799872794d1} lift in clickthrough rates. The tool is available through a number of leading DSPs including Adform, Amobee and MediaMath. Why we care. They’re taking the cookies away! Nobody really knows yet, but perhaps post-cookie digital advertising will be a successful, rewarding mix of first-party identity-… [Read More...]

Content has become the primary tool we use to create a dialogue with our prospects and cultivate online customer relationships. That content must be relevant, valuable and interactive to win their attention and draw them into a conversation. In reality, content has always been the best way to do marketing. But with the overabundance of information overloading your customers and prospects, it becomes difficult for them to find a trustworthy source of information. The solution is more than positioning your brand as the expert in your niche by creating content and reaping the rewards. It is optimizing your content for organic, paid traffic and site search that converts. By exploring the relationship between SEO, SEM and on-site search, you can begin to optimize the experience your… [Read More...]

MarTech’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s digital marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily. Good morning, Marketers, and back to work. However you chose to spend the holiday — at home or traveling, with immediate or extended family — we sincerely hope it was good for you, and a welcome respite before the succession of big holiday shopping days to come. Those of you marketing to a consumer audience have reason for optimism given the predictions released by Adobe last week (see below). Adobe is a valuable source, because it bases its data not on surveys of … [Read More...]

The latest from the Adobe Digital Economy Index shows that consumers have spent over $70 billion in online shopping this season (beginning November 1), almost a 20{da2ef7ff2781dfb5887db3e3a6cf03c7c894e23a27536de3f64bd799872794d1} increase YoY. This reflects a trend in 2021 towards early holiday shopping. Based on a unique data pool, including over one trillion visits to digital retail sites, Adobe is projecting some $207 billion in digital retail sales for the entire season (closing December 31), a 10{da2ef7ff2781dfb5887db3e3a6cf03c7c894e23a27536de3f64bd799872794d1} YoY increase and a new record. Cyber Monday is predicted to be the biggest shopping day, also record-breaking, and with the stores closed for Thanksgiving, Adobe expects online spending between $5.1 and $5.9 billion on the day itself. Spending on toys is up an incredible 256{da2ef7ff2781dfb5887db3e3a6cf03c7c894e23a27536de3f64bd799872794d1}, possibly driven by supply chain worries — and … [Read More...]

Demandbase, the ABM software platform, has launched Audience Management Destinations, a new solution which enables account-based advertising on a range of platforms associated more with B2C than B2B activity. Why we care. Again, the B2B buyer journey has changed — irrevocably. Not only is it now digital-first, except perhaps in the most intransigently traditional verticals, it’s constructed by the buyer, not the seller, and increasingly demands B2C-style engagement rather than a purely transactional sales experience. In this offering, Demandbase explicitly seeks to create the opportunity for businesses to meet their buyers as individuals in the channels of their choosing. “By viewing the buyer not just as someone within a target account or in a buying committee, we recognize … [Read More...]

MarTech’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s digital marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily. Good morning, Marketers, the B2B playbook is expanding. B2B marketers are finding their contacts on channels traditionally associated with consumer marketing. Social media is relevant, and not just LinkedIn, but Facebook, too. Because much of my digital time is spent researching digital marketing, I even get TV-style vendor ads against some of my OTT programming. But just because the playbook has expanded, doesn’t mean that the goals for B2B marketers have altered significantly. It’s just that the landscape is … [Read More...]

MarTech returns virtually on March 29-30 focusing on the customer journey of a lifetime. As you know, customers continue to change. B2B buyers are reluctant to fill out forms and spend time on video calls with sales reps. B2C buyers don’t want to scroll through endless catalog pages trying to find what they need. Customers who have a bad experience won’t come back — and part of the bad experience is treating them like customers rather than people you want to have an ongoing relationship with. If you’re using data and technology to solve your customers’ problems, build customer communities, empathize with their values and retain them across their lifetime, we want to hear from you. Whether you’ve been speaking for years or have never spoken … [Read More...]

MarTech’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s digital marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily. Good morning, Marketers, and it’s still all about email, isn’t it? Okay, that’s an exaggeration. Email isn’t the only marketing channel and email marketing isn’t the only form of marketing. But while cutting edge technologies like natural language processing, extended reality and predictive analytics can be fascinating, getting email right is for many marketing organizations their bread and butter. What’s more, although the channel is well-established, it’s far from static. Ingenuity is required to stand out from the crowd. Strategic thinking is … [Read More...]

Cloud-based visual merchandising software company One Door teamed up with B2B marketing platform Influ2 to get more traction in their campaigns. In providing solutions for consumer retailers, One Door’s clients include Best Buy and T-Mobile. “Our mission is to help retailers transform how they plan, execute and analyze their in-store merchandising and we do this with our cloud based platform called Merchandising Cloud,” said Ken Kuperstein, One Door’s Director of Marketing, at our recent MarTech conference. According to Kuperstein, his B2B marketing and sales team has 15 to 20 targets at any one account that they need to engage in order to sign a new customer. By transforming their B2B strategy, they were able to take a more successful and efficient approach … [Read More...]