The industry has long held that brands are monolithic; they have a distinctive brand voice, style guide, and ethos. This next generation is about to bust this notion wide open. Generation Z has a unique take on the concept of identity. They see themselves as a diverse collection of personal brands. Generation Z’ers shift their identity constantly — sometimes contradictory, always tailored to their audience, and expressed differently by platform — and they expect brands to treat their identities the same way. Welcome to the far more complicated—and beneficial—generation of brand identities. Presented by Mia von Sadovszky, SVP, Group Strategic Planning Director, RPA Featured Speaker Mia vo…

Social media engagement is shifting. This presents as much of an opportunity as a challenge for brands. Why? So-called “dark social” platforms – private messaging apps that can’t be accurately tracked – are where the most sharing takes place, ahead of social media and word-of-mouth. Brands looking to integrate their services across social media must focus on giving users the opportunity to follow up on recommendations that come through private messages in a streamlined way within the single platform. This webcast will explore dark social’s role as a marketing channel using GlobalWebIndex's consumer profiling research in the U.S. and UK. Their presentation will dive into consumer attitudes towards sharing conten…

Learn how to overcome a thorny research challenge: To measure the effect of advertising, marketers must know how consumers would behave had they not seen the ads, but to date, it has been too difficult and costly to conduct a true RCT (Randomized Controlled Trials) in online advertising. This webinar will illustrate why: There is growing interest in using ghost ads, a parallel accounting system or database that records ads that would have been shown to a user in a control group, to test online ads. Ghost ads can offer the best of both PSAs and Intent-to-Treat (A/B) methods by allowing for scientifically rigorous RCT at large scale with very little cost. Many advertisers and platforms, including AdRoll, datax…