Marketing Today Archives - Page 7 of 22

AI Advertising at Scale: Driving Ad Performance Without Compromising Brand Reputation

In today’s complex digital landscape, major brands face a significant challenge: reaching their audience effectively while avoiding the risks of ads appearing near unsafe or inappropriate content (Hybrid). Brand safety is a critical factor in maintaining consumer trust and ensuring the effectiveness of digital campaigns: [1], [2] 35% of consumers hold brands accountable for ads […]

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Automated, But Not Understood: Why Human Insight Is the Missing Multiplier in Pharma Omnichannel Success

Technology Everywhere, Satisfaction Nowhere In pharma marketing, technological innovation has raced ahead. From multichannel and omnichannel to AI-driven “Next Best Action” engines, omnichannel capability has exploded. We now have the tools to tailor content, optimize journeys, and deliver messages with pinpoint precision. Yet healthcare professional (HCP) satisfaction remains stubbornly low. Despite the promise of digital

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Beyond the Blink and Why the First 400ms of Your Ad Matters More Than You Think

When marketers plan campaigns, they often think in time blocks. A 30-second TV spot. A 15-second pre-roll. A 6-second bumper. But new neuroscience research from the Mobile Marketing Association (MMA) reveals that these timeframes may already be outdated. In today’s mobile-first world, advertisers don’t have the luxury of seconds to make an impression. They have

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Creative Under Pressure and How to Build Ads That Win in the First Second

In mobile advertising, time is no longer a luxury. Your creatives have just a fraction of a second to make an impression. According to research from the Mobile Marketing Association (MMA) and Neurons Inc., the human brain starts processing ads within 400 milliseconds. That is less than the time it takes to blink. Emotional responses

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From Viewability to Value in High Velocity Mobile Environments

In digital advertising, one of the most widely accepted performance indicators has long been viewability of mobile ads. If an ad was on screen for at least one second, it was considered viewable. If it was two seconds for video, even better. But neuroscience research from the Mobile Marketing Association (MMA) and Neurons Inc. in

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Solving the Retail Media Targeting Gap: How AI is Unlocking Smarter Consumer Connections

Rethinking Retail Media: From Inventory to Intelligence Retail Media Networks (RMNs) have rapidly become a cornerstone of digital advertising, offering brands direct access to shoppers at the point of purchase. However, many RMNs still rely on basic demographic or transactional data, limiting the precision of audience targeting. This gap presents a significant opportunity: leveraging artificial

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The Secret Behind Advertising Effectiveness: It’s the Creative

If you ask marketers what drives ad performance, you’ll likely hear some version of: “It’s all about reaching the right target audience at the right time.” Targeting is one of the key elements in ad effectiveness, but maybe it’s not the holy grail we think it is. According to a February 2024 study by Advertiser

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Beyond Identification: How to Operationalize the Movable Middle Across Media and Measurement

Rethinking Audience Strategy: The Power of the Movable Middle While most strategies default to the extremes of acquisition or loyalty, a significant growth opportunity lies in between. The Movable Middle represents a high-potential segment of consumers with a 20–80% probability of purchasing a brand. They’re not guaranteed loyalists, but neither are they disengaged. Crucially, they’re

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Collaborative Retail Media Networks: How Mid-Tier Retailers Are Scaling Through Partnership

The Retail Media Network (RMN) space is no longer dominated solely by giants. In 2025, a growing number of mid-tier retailers are proving that collaboration, not just scale, can be a powerful differentiator. Why Collaboration Is Emerging Now With brands increasingly seeking audience reach, targeting precision, and performance transparency, mid-tier retailers often struggle to compete

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Beyond the Storefront: How RMNs Are Expanding into Offsite and Multichannel Advertising

Retail Media Networks are no longer confined to retailers’ owned websites and apps. In Q2 2025, we’re witnessing a bold expansion into offsite and multichannel environments that reflect how consumers actually shop—across screens, platforms, and moments. Why Offsite Matters More Than Ever Advertisers want to reach consumers earlier in the path to purchase, not just

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