AI adoption is accelerating, but without strong data, processes, and strategy, it falls short. Marketers must prioritise fundamentals to unlock meaningful value from AI investments and integrations.
As AI tools become central to content production, marketers face a new challenge: scaling output without losing brand voice. Here’s how teams can move beyond basic generation to build AI-powered systems that protect differentiation, optimise performance, and deliver truly personalised messaging.
AI is moving beyond experimentation to become the connective layer linking data, creativity, media, and measurement. As agentic systems mature, marketing organisations are beginning to orchestrate entire customer journeys through AI-driven collaboration across teams and channels.
Brand safety and suitability are crucial aspects of any advertising campaign. In today's digital world, where the wrong ad placement can damage a brand's reputation, ad tech platforms offer powerful solutions to ensure that ads are placed in safe and suitable environments
Ad fraud is a major concern for marketers, with the cost surpassing $81 billion in 2022. This can lead to wasted ad spend and skewed data, ultimately harming campaign performance and ROI.
In the attention economy, having long-term associations with influencers whose content resonates with brand values, products, and services is the secret sauce for brands to achieve sustainable growth.
Drive downloads and bookings for your taxi app with programmatic advertising and hyper-local geo-targeting. Learn how top ride-hailing companies leverage social media, local marketing strategies, and geofencing to connect with their target audience and establish a strong brand identity. As the competitive landscape of ride-hailing apps continues to evolve, staying ahead of the game requires […]
Exploring the 3W1H of measuring branding campaigns and discussing why, what, who and how you should measure your campaigns to achieve your business objectives. Measuring the effectiveness of branding campaigns is essential to the success of any marketing strategy. It helps businesses identify what’s working and what’s not and make data-driven decisions that optimise their […]
As this new CTV paradigm takes hold, some advantages emerge. Traditional cable operators can only track the number of views and viewer location, which is not the richest set of insights in today’s consumer markets, where individualisation is a must-have. OTT platforms perform much better in gathering data in terms of both quantity and quality. […]
Adidas, Uber, Airbnb, Walmart and Sephora have achieved growth in customer base and spike in ad effectiveness with lookalike audience targeting. The process lets a brand dissect its customers to spot common characteristics and reel-in previously unreachable high-quality customers. Airbnb, the leading online marketplace for short-term homestays, collects a wide range of user data, including […]
