Retail media has undergone a profound transformation over the past decade. What once was a niche, retailer-driven capability focused on driving sales within commerce platforms has now become one of the most powerful tools in the marketing ecosystem. In its early days, retail media was largely viewed as a tactic— siloed from the broader brand
Category: Thought Leadership
Current economic uncertainty has many marketers focused on the here-and-now of their media strategies, but with the speed of innovation in technology, platforms and partnerships, the next generation of media buying is looking to the industry’s future. Retail media, shoppable formats and behavioral data are reshaping how buyers close the loop. Ahead of the TV
Adam Morton, chief product officer at UM Worldwide (IPG Mediabrands), argues that while reach is still an important metric for media planning, the vast array of options at a brand’s disposal means the conversation requires more nuance. With the number of platforms, online communities, and media options available to us, brands and marketers now have
Against the backdrop of ‘Awful April’ and the prospect of a global trade war, even more people could soon find themselves in debt. This can have severe consequences for mental health and is likely to hit young adults particularly hard – an audience that is already feeling stressed, lonely and anxious. UM carried out a
This March, in honor of Women’s History Month, Ad Age has been spotlighting perspectives from women actively working to evolve the industry—like TikTok’s Sofia Hernandez and entrepreneur Lauren Maillian—both in terms of office culture and brand storytelling. For this month’s spotlight, we asked leaders from the Amp community to share how women in advertising are pushing for change and
As the advertising landscape shifts towards greater privacy compliance, the resurgence of contextual advertising raises questions about its effectiveness and ROI compared to data-driven targeting. Is it a sustainable solution or a stopgap in digital marketing’s evolution? … Sebastien Kriegel, digital partner at UM, says when executed properly and taking into consideration attention and the
While the region races toward the future, many agency cultures remain anchored in traditions that no longer serve our collective potential – particularly for women, says UM’s Susana Tsui Fitzpatrick. — In the shadow of gleaming skyscrapers and ambitious national visions, advertising in the Middle East stands at a pivotal crossroads. While the region races
Super Bowl Sunday brings a high-stakes playground for advertisers, offering them a chance to check the pulse of the ad world. It’s the closest thing marketers have to a crystal ball, providing glimpses into the strategies, themes and platforms that will define the year ahead. And while this year’s ads featured a disturbing recurrence of
This year, 30-second commercials in the Super Bowl went for more than $8 million; however, for some brands, that simply wasn’t enough time. Dunkin’, Pfizer, T-Mobile, Uber Eats, and TurboTax were some of the brands that opted for 60-second and 90-second ads this year. Jeep even bought two minutes of ad time in the fourth quarter. But when
The Super Bowl continues to be a colossal event for brands and marketers, but will this year’s Big Game have a lasting impact on the ad industry? … “I haven’t seen a trend of other live events being prioritized to the detriment of the NFL,” Marcy Greenberger, chief investment officer at UM, said. “Advertiser demand