effectiveness
- Past Event Highlights
- Article
The State of Retail Media Networks & Consumer Behavior
On May 21, the industry’s top minds gathered in Chicago for a look at the future of retail, media, and consumer behavior and dove into the rapidly evolving role of Retail Media Networks (RMNs). Attendees gained actionable insights on the opportunities and challenges that RMNs present. Leading experts led discussions on optimizing RMN investments, navigating sales attribution complexities, adopting an "omni-normal" approach to connect with shoppers across all touchpoints, harnessing AI for brands and consumers, and more.
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- Creative & Branded Content
- Article
Savoring Success: Creative Strategies That Make Food and Beverage Ads Work
Digital marketing’s fast pace allows for unprecedented testing of what drives ad success. This study combines human coding and machine learning across over 2,300 food, beverage and restaurant video ads, to reveal how sensory cues like “crunch sounds” and human interaction can significantly boost brand awareness, consideration and purchase intent—while some commonly used tactics, surprisingly, fall flat.
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- Creative & Branded Content
- Article
Binge-Watching and Advertising: When Streaming Habits Challenge Ad Effectiveness
Binge-watching dramatically reshapes how consumers respond to advertising on video-on-demand platforms. Drawing on psychological reactance theory, this study reveals that binge-watchers perceive ads as more intrusive and irritating, harming platform loyalty and boosting ad avoidance—unless the ad is highly likeable, which can soften negative reactions and protect platform engagement.
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- Past Event Highlights
- Article
Overcoming Last-Click Addiction: Strategies for Holistic Marketing Success
Is last-click performance reporting deeply embedded in your organization—and holding your brand back. On April 10, panelists from OptiMine and NP Digital broke down the risks of last-click measurement and discussed another way forward. Attendees learned about a proven framework to transition from outdated attribution models and how to align the right tools with the right questions for better insights.
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