Bots Don’t Buy
A marketing analyst finds that bots cause several problems for digital advertising and suggests a solution.
budgeting
Mastering Change
At the ARF event FORECASTING 2022, experts discussed strategies to help companies deal with and prepare for industry change and disruptions.
- Past Event Highlights
- Article
FORECASTING 2022: How Can Scenario Planning Improve Agility in Adjusting to Change?
On July 12, 2022, forecasting, and product experts shared frameworks and strategies for participants to consider as they plan amid disruptions in the industry. Presenters discussed techniques marketers could use to drive consumer action and advocacy — as well as econometric models for search trends, insights on holistic analytics programs, reflections on gold standard probability methods — and new forecasting techniques in the wake of the pandemic and more.
Member Only AccessStreaming Ad Problems
Some ads play on streaming services even when the TV is off because of a lack of communication between TV sets and streaming devices. It causes an estimated waste of over $1 billion in ad dollars.
Marketing Budgets Rise as Share of Company Revenues
Budgets have risen to 9.5% of total company revenue in 2022, according to the annual CMO Spend Survey by research firm Gartner, Inc.
The Only Number that Matters to CEOs
Proving the value of marketing means showing that the investment is paying off in faster business growth. The only number a CEO cares to hear is the incremental growth rate attributable to marketing. The rest is mumbo jumbo.
NYCU: More Media Channels = Misleading Metrics? — SPONSORED CONTENT from Analytic Partners
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on the upper right of the web site or create an account to view this page.NYCU: The Supply Chain Crunch Hits the Ad Industry
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on the upper right of the web site or create an account to view this page.NYCU: In Brief — Ad Agency Revenue, HH Income Surges
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on the upper right of the web site or create an account to view this page.What Lift & ROI Measurement Products Exist Today?
Relevant key performance indicators (KPIs) have become increasingly important over the last decade for evaluating the impact of marketing and media spending. Today, numerous companies offer products that measure “ROI” and “lift,” But, for many, it is difficult to differentiate them. This prompted the Online-Offline Metrics Working Group of the ARF’s Cross-Platform Measurement Council to create: The Guide to Lift and ROI Measurement Products. This comprehensive report highlights the product offerings of 27 companies in the space. Read more »