By Kendra Barnett The surge in new ad formats on connected TV is intensifying the need for uniform formats that deliver consistently strong performance. Today, connected TV (CTV) media buyers are traversing a complex, fragmented ecosystem. While challenges with targeting and cross-screen measurement abound, a smaller – but still significant – logistical challenge is navigating the various ad specs and formats across different platforms. Major CTV players, such as Hulu, Netflix, Roku, Peacock and Paramount+, set their own parameters – and adapting creative across this patchwork of requirements can drain time and resources for advertisers. And the proliferation of new ad formats – including Read full story › Source: The Drum...
Read MoreBy Maria Greaves What are the rules of engagement for the year ahead? That was the question on leaders’ lips as they gathered for the Microsoft Advertising Connect event, hosted in The Drum Labs in the heart of Shoreditch, London. As we head into the final quarter of the year, leaders from Microsoft Advertising, LinkedIn, Reckitt, Dentsu, The7stars, and Reach gathered to discuss how marketers can excel during peak moments, drive omnichannel success and harness the power of AI. Designed as a strategic compass for the next 12 months, the evening shone a light on key tactics for growth, as the ever-shifting Read full story › Source: The Drum...
Read MoreBy Gordon Young The Drum’s editor-in-chief shares his favorite insights from Ogilvy’s behavioral science bible. I was recently given a copy of Ogilvy Consulting’s Unseen Mind, a compilation of top behavioral insights designed to encourage a true understanding of why people really think, feel and act the way they do. Behavioral science is fascinating when viewed from the perspective of the marketer; it challenges conventions that human beings only act rationally and that decisions are based on perfect information. As the division’s founder – and behavioral science guru – Rory Sutherland writes, we as consumers “don’t have perfect information and our brain did not evolve Read full story › Source: The Drum...
Read MoreBy Niall Dowling Empathy can be low in the modern age. Niall Dowling of Atomic says understanding who you’re selling to is key – and has nuanced research to help. We’re drowning in stimulus. You only need to open your LinkedIn feed to experience the overwhelm. In just a few seconds, you’re bombarded with a hundred different ideas, opinions, and things you must know and should learn. It’s all too much. The natural response is to glance over it or to tune it all out. We’ve been heralded as the most distracted generation ever – and for good reason. But at the same time, as Read full story › Source: The Drum...
Read MoreBy Audrey Kemp New work from Gale humorously transforms everyday kid struggles into superhero moments, through the real-life power of milk. The Milk Processor Education Program (MilkPep), funded by US milk companies, has just rolled out its latest playful campaign, ‘How it Started,’ drawing inspiration from the viral TikTok trend “How it started vs. how it’s going.” Created by Stagwell-owned agency Gale, the campaign aims to promote the health benefits of milk in a lighthearted and relatable way, especially for modern moms and their children. It comprises three humorous ads — ‘Sleep,’ ‘Strength’ and ‘Height.’ Read more here Read full story › Source: The Drum...
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