#outcome-centric-media-planning
#outcome-centric-media-planning

fromSocial Media Explorer

11 hours ago

The Rise of Dark Traffic: Why Your Analytics Are Lying to You - Social Media Explorer

Direct traffic is increasingly misleading due to untraceable influences from AI-driven research and decision-making processes.

How Website Traffic Data and Metrics Can Inform Effective Content Strategy

Website traffic checkers enhance content strategy by revealing audience engagement and competitive positioning.

#connected-tv

Television

The rise of CTV IRL: Valuable TV audiences are no longer just sitting at home

Television

The rise of CTV IRL: Valuable TV audiences are no longer just sitting at home

The Full-Funnel Era Is Here. Is Your CTV Strategy Built To Keep Up? | AdExchanger

Connected TV is now a dominant media channel, capturing significant consumer attention and requiring strategic full-funnel advertising approaches.

Television

The rise of CTV IRL: Valuable TV audiences are no longer just sitting at home

Connected TV is expanding into public spaces, transforming how audiences engage with content outside the home.

Television

The rise of CTV IRL: Valuable TV audiences are no longer just sitting at home

Connected TV is evolving to engage audiences in social spaces like restaurants and gyms, reflecting a shift in consumer behavior towards experiences.

The Full-Funnel Era Is Here. Is Your CTV Strategy Built To Keep Up? | AdExchanger

Connected TV is now a dominant media channel, capturing significant consumer attention and requiring strategic full-funnel advertising approaches.

5 sales sequences that drive higher response rates

Cold emails have a 0.9% response rate; effective sales sequences require targeted, timely outreach with multiple touchpoints.

How Samsung Ads And Crumbl Got Their CTV Campaign To Perform Like Social | AdExchanger

Crumbl's success is driven by social media and its mobile app, which accounts for over 50% of sales.

Podcast

fromRAIN News

New audio ad service seeks reach + relevance

StreamGuys launched SGcreative, an audio advertising service targeting the U.S. Hispanic market in partnership with Nueva Network.

Media industry

Pruning The Mediavine; Shoppers Aren't Clicking Amazon's AI Ads | AdExchanger

Digital publishers face challenges due to AI and traffic changes, leading to layoffs and a focus on high-impact areas.

The B2B digital marketing playbook for growth on autopilot

Companies prioritizing marketing in their growth strategy experience significantly faster growth compared to those that do not.

Marketing

MASTERCLASS: Why annual marketing plans are failing your business

Growth hacking

The B2B digital marketing playbook for growth on autopilot

Companies prioritizing marketing in their growth strategy experience significantly faster growth compared to those that do not.

MASTERCLASS: Why annual marketing plans are failing your business

Traditional annual marketing plans are ineffective in today's fast-paced market, leading to wasted resources and missed opportunities.

more#marketing-strategy

How to know if a digital marketing agency is good

Quality marketing agencies provide dedicated representatives, prioritize human management over automation, and possess extensive marketing experience.

#ai-search-engines

Multi-Engine AI Visibility Gap Widens as Brand Citation Rates Vary 9x Across Major AI Search Engines

The Multi-Engine AI Visibility Gap is a critical issue in digital marketing strategy for 2026, highlighting disparities in brand visibility across AI search engines.

Multi-Engine AI Visibility Gap Widens as Brand Citation Rates Vary 9x Across Major AI Search Engines

The Multi-Engine AI Visibility Gap is a critical issue in digital marketing strategy for 2026, highlighting disparities in brand visibility across AI search engines.

Multi-Engine AI Visibility Gap Widens as Brand Citation Rates Vary 9x Across Major AI Search Engines

The Multi-Engine AI Visibility Gap is a critical issue in digital marketing strategy for 2026, highlighting disparities in brand visibility across AI search engines.

Multi-Engine AI Visibility Gap Widens as Brand Citation Rates Vary 9x Across Major AI Search Engines

The Multi-Engine AI Visibility Gap is a critical issue in digital marketing strategy for 2026, highlighting disparities in brand visibility across AI search engines.

more#ai-search-engines

Why the future of brand trust is sensory marketing

Experiential communications leverage sensory engagement to build trust and connection, countering AI fatigue and skepticism in audiences.

5 sales sequences that drive higher response rates

Sales sequences with targeted messaging and multiple touchpoints significantly increase response rates and help convert leads into booked meetings.

5 sales sequences that drive higher response rates

Sales sequences with targeted messaging and multiple touchpoints significantly increase response rates and help convert leads into booked meetings.

5 sales sequences that drive higher response rates

Sales sequences with targeted messaging and multiple touchpoints significantly increase response rates and help convert leads into booked meetings.

5 sales sequences that drive higher response rates

Sales sequences with targeted messaging and multiple touchpoints significantly increase response rates and help convert leads into booked meetings.

Why digital audio is a must-have for your retail media plan | MarTech

Digital audio is becoming a crucial advertising channel, reflecting changing consumer behavior and offering significant opportunities for targeted marketing.

How purchase data is redefining TV ad performance and driving revenue

Advertisers must adopt modern strategies, including purchase-based segmentation, to effectively engage consumers in the evolving TV landscape.

fromwww.marketingdive.com

Go Figure: 3 big marketing numbers from March

The marketing industry is facing a potential slowdown, with significant dips in advertising revenue growth predicted for major platforms like Meta.

A Positive Outlook for Advertising in the New World

The advertising industry is entering a positive phase with strong confidence in media investment across various sectors.

How purchase data is redefining TV ad performance and driving revenue

Advertisers must adopt modern strategies, including purchase-based segmentation, to effectively engage consumers in the evolving TV landscape.

fromwww.marketingdive.com

Go Figure: 3 big marketing numbers from March

The marketing industry is facing a potential slowdown, with significant dips in advertising revenue growth predicted for major platforms like Meta.

A Positive Outlook for Advertising in the New World

The advertising industry is entering a positive phase with strong confidence in media investment across various sectors.

How to Navigate Brand Authenticity in the Age of AI Slop

Originality and authenticity in content are essential for brands to stand out in a saturated market dominated by low-quality AI-generated content.

Answers to over 60 content marketing FAQs: Strategy, SEO, ROI, AI and more

Content marketing is effective when based on strategy, not just content production.

fromEntrepreneur

How to Navigate Brand Authenticity in the Age of AI Slop

Originality and authenticity in content are essential for brands to stand out in a saturated market dominated by low-quality AI-generated content.

Answers to over 60 content marketing FAQs: Strategy, SEO, ROI, AI and more

Content marketing is effective when based on strategy, not just content production.

more#content-marketing

fromInc

The 'Swim Lane' Strategy: How the Best Marketers Are Using AI to Beat the Competition

Hyper-specialization in marketing allows for tailored messaging to specific customer segments, enhancing competitive advantage and engagement.

High stakes, big budgets: How brands are navigating a massive sports year

Brands are prioritizing long-term partnerships over costly live sports advertising due to economic uncertainties and high costs of ad placements.

fromLondon Business News | Londonlovesbusiness.com

Is engagement now just as important as value in modern promotions? - London Business News | Londonlovesbusiness.com

Promotions must engage customers beyond value to foster brand loyalty in a competitive market.

Sales email subject lines that actually convert

Email subject lines significantly impact open rates, with 64% of recipients deciding to open based on them alone.

Strategic Planning For Marketers: Your Critical Role In Strategy Development And Implementation - Above the Law

Legal marketing professionals significantly influence law firm strategic planning by focusing on external market dynamics and competitive positioning.

fromAbove the Law

Strategic Planning For Marketers: Your Critical Role In Strategy Development And Implementation - Above the Law

Legal marketing professionals significantly influence law firm strategic planning by focusing on external market dynamics and competitive positioning.

fromAbove the Law

Strategic Planning For Marketers: Your Critical Role In Strategy Development And Implementation - Above the Law

Legal marketing professionals significantly influence law firm strategic planning by focusing on external market dynamics and competitive positioning.

fromAbove the Law

Strategic Planning For Marketers: Your Critical Role In Strategy Development And Implementation - Above the Law

Legal marketing professionals significantly influence law firm strategic planning by focusing on external market dynamics and competitive positioning.

No, it's not your microphone - this is how advertisers know what you want

Advertisers use data from your online behavior, not microphone recordings, to deliver targeted ads accurately.

From Streaming To AI: Agency Leaders' Next Big Media Bets

Streaming platform consolidation is reshaping agency strategies, emphasizing precision and adaptability in targeting consumer attention.

Beyond earned media: A new PR playbook

A strong PR plan balances daily visibility with long-term brand building, adapting to evolving media landscapes and consumer habits.

fromSearch Engine Roundtable

Google Ads Performance Max Asset Group Theming

Google Ads introduces asset group theming for Performance Max campaigns, enabling quick creation of themed ad variations using AI.

Basis Wants To Help Marketers Bring Agentic AI Into Media Planning | AdExchanger

Basis launched Compass to simplify campaign planning without replacing human input.

fromeLearning Industry

How To Build A Full-Funnel Marketing Strategy That Attracts Enterprise Buyers

Enterprise buyers require a unique full-funnel marketing strategy due to complex decision-making processes and longer sales cycles.

fromSearch Engine Roundtable

New: Microsoft Advertising Merchant Center Enables Store & Domain Name Updates

Merchants can now update their store name and domain directly in Merchant Center within Microsoft Advertising.

Boathouse's New Chief Strategy Officer Says It's Time For Agencies To Take The Reins Of Measurement | AdExchanger

Sonia Chung emphasizes the need for agencies to develop their own data infrastructures to reduce dependency on major tech platforms.

What happens when ad spend goes wrong | MarTech

Account ownership in advertising is primarily about financial logistics, risk, and legal responsibility, not just control.

fromGeeky Gadgets

Build a Fully Automated AI Marketing Team Using Claude

AI tools like Claude AI automate marketing tasks, optimize workflows, and enhance productivity for modern marketing teams.

Future of Marketing Briefing: Horizon Media is building a platform to orchestrate ad tech from a single command center

Horizon Media is developing an orchestration and intelligence layer to integrate various media marketplace partners into a central command center.

#performance-marketing

Performance marketing 101

Performance marketing in 2023 emphasizes effective measurement, data interplay, and personalization within the broader marketing landscape.

Your most efficient campaigns might be limiting your growth | MarTech

Over-optimization in performance marketing can cap growth despite improved efficiency metrics.

Why performance marketing stops working | MarTech

Performance marketing captures demand but does not create it; brands must focus on building meaning to avoid stagnation.

Performance marketing 101

Performance marketing in 2023 emphasizes effective measurement, data interplay, and personalization within the broader marketing landscape.

Your most efficient campaigns might be limiting your growth | MarTech

Over-optimization in performance marketing can cap growth despite improved efficiency metrics.

more#performance-marketing

Why performance marketing stops working | MarTech

Performance marketing captures demand but does not create it; brands must focus on building meaning to avoid stagnation.

Martech stacks are holding back sales and marketing teams | MarTech

Sales and marketing alignment remains a challenge, with only 56% of GTM professionals reporting high alignment in their organizations.

fromWorld Economic Forum

Understanding Value in Media: Perspectives from Consumers and Industry

The internet has transformed publishing, creating challenges for revenue and consumer satisfaction, while a shift towards consumer payments may offer a solution.

Agency Leaders Debate: Who owns the future?

The future of the marketing industry hinges on the balance between big tech companies and consumer importance.

fromNeil Patel

Misleading Marketing Metrics: Are Your Reports Inaccurate?

Traditional marketing metrics are outdated and do not accurately reflect business growth or marketing impact.

60+ social media marketing FAQs, answered by experts

Social media marketing uses platforms to promote businesses, connect with audiences, and drive measurable results through both organic and paid efforts.

How AI Is Reshaping The Marketing Scientist Role | AdExchanger

Marketing scientists now translate data into meaningful insights, bridging the gap between AI analysis and human interpretation.

#marketing

Marketing

Why Understanding Moments Matters More Than Reach

AI didn't break marketing. It exposed what wasn't working.

Marketing leaders focus on growth and proving marketing's value, while AI changes how buyers discover information and measure marketing impact.

Marketing tech

Jones Road Beauty Is Using A New Type Of MMM To Reset Its Media Measurement | AdExchanger

Why Understanding Moments Matters More Than Reach

Marketers should focus on connecting brands to cultural moments rather than just measuring reach and impressions.

AI didn't break marketing. It exposed what wasn't working.

Marketing leaders focus on growth and proving marketing's value, while AI changes how buyers discover information and measure marketing impact.

#programmatic-advertising

Jones Road Beauty Is Using A New Type Of MMM To Reset Its Media Measurement | AdExchanger

Cody Plofker values discovering ineffective marketing channels to optimize strategies, contrasting with typical marketers who struggle with measurement confusion.

more#marketing

As programmatic faces signal degradation, agentic advertising offers a solution

Traditional programmatic advertising is struggling due to fragmentation and privacy issues, necessitating a new infrastructure for better efficiency and outcomes.

Reclaiming The Original Promise Of Programmatic | AdExchanger

Fragmentation in programmatic advertising complicates access to audiences, especially for smaller agencies, but AI offers new solutions to manage this complexity.

CIMM Is Out To Prove That All Media Isn't Equal | AdExchanger

Programmatic ad tech often neglects media quality nuances, leading to industry challenges and overspending on low-quality ads.

Five Questions To Ask Before Handing The Keys To Your Programmatic Partner

Evaluating programmatic partners requires looking beyond features to understand their operating model and potential conflicts of interest.

As programmatic faces signal degradation, agentic advertising offers a solution

Traditional programmatic advertising is struggling due to fragmentation and privacy issues, necessitating a new infrastructure for better efficiency and outcomes.

Reclaiming The Original Promise Of Programmatic | AdExchanger

Fragmentation in programmatic advertising complicates access to audiences, especially for smaller agencies, but AI offers new solutions to manage this complexity.

CIMM Is Out To Prove That All Media Isn't Equal | AdExchanger

Programmatic ad tech often neglects media quality nuances, leading to industry challenges and overspending on low-quality ads.

more#programmatic-advertising

Five Questions To Ask Before Handing The Keys To Your Programmatic Partner

Evaluating programmatic partners requires looking beyond features to understand their operating model and potential conflicts of interest.

fromHubspot

Brand optimization: What it is and why your AI visibility depends on it

Brand optimization enhances brand perception and experience through consistent, iterative improvements without a complete rebranding.

Programmatic Video's Waste Problem Is A Growth Lever - If We Choose To Pull It | AdExchanger

Programmatic video spend suffers 20-30% loss due to misrepresentation and low-quality inventory, impacting ad revenue and high-quality content.

Spotify's ad exchange grew its programmatic ad base, but buyers want more

Spotify's ad exchange significantly increased its programmatic advertiser base, achieving 222% growth in active advertisers since its launch.

fromInc

The Marketing Metrics Leaders Ignore-Until They Have to Pay for Them

Labeling social media metrics as 'vanity' undermines their value and can cost companies significantly.

AI Is Deciding What Your Customers See - Most Brands Haven't Caught Up

AI agents are transforming e-commerce, projected to account for 25% of global sales by 2030, shifting traditional consumer engagement models.

Publishers see double-digit growth from TTD's OpenPath, but volatility remains

OpenPath revenue remains strong for publishers, with some experiencing double-digit CPM growth, prompting trials of OpenAds despite temporary bid duplication allowances.

The Trade Desk shakes up Identity Alliance payouts, with a new focus on incrementality

The Trade Desk is shifting to an incrementality-based payment model for identity partners, rewarding unique data contributions over volume.

Influencer agency adopts brand lift metrics across campaigns to address measurement challenges

Influencer agency mandates Brand Lift studies across campaigns to provide measurable, comparable impact metrics against traditional media channels.

fromHarvard Business Review

A Better Strategy for Location-Based Advertising

Consumers prefer personalized ads, with location data becoming a key factor in targeted advertising.

Retail Media's Measurement Problem Is A Trust Problem - And Incrementality Is The Way Forward | AdExchanger

Retail media's growth is hindered by inconsistent measurement of incremental performance, complicating budget decisions for advertisers.

Ad Tech Briefing: Criteo makes self-serve push with GO, targeting SMB growth

Criteo launches self-service capabilities for its GO platform, targeting small and mid-sized advertisers to compete with Amazon and Google.

Pinterest bets measurement and SMBs will boost performance revenue

Pinterest is focusing on measurement to attract more small-to-medium business advertising spend amid competition and ad spending cutbacks.

3 weeks ago

A focus on marketing excellence

FOCUS is about what's crucial to the future of the business - leaving behind what's not important. It defines and communicates the absolute fundamentals that every market must put in place, and a clear view of the end-to-end operational model.

fromPractical Ecommerce

Content Beats Design, Says CRO Pro

Content and copy play a very big role in conversions, if not the biggest. Merchants often prioritize their sites' aesthetics over copy and content, which is a big mistake.

Marketing tech

#marketing-measurement

Marketers Want Better ROI Proof, But Lack The Tools

Marketing measurement confidence is declining despite increased data availability, with over half of marketers reporting no year-over-year improvement and internal stakeholders increasingly questioning metrics.

The End Of Easy Measurement: Building An Evidence-Based System For Marketing ROI | AdExchanger

Marketers must adopt deterministic-first measurement systems combining experiments, marketing mix modeling, and multitouch attribution to establish ground truth and optimize ROI in a post-identifier era.

Marketers Want Better ROI Proof, But Lack The Tools

more#marketing-measurement

The End Of Easy Measurement: Building An Evidence-Based System For Marketing ROI | AdExchanger

The Media Spend Skim | AdExchanger

Agencies are increasingly using principal-based buying, leading to disputes over fee structures and the emergence of AI-driven sell-side agents in ad tech.

fromModern Retail

As retail media enters its second act, savvy brands diversify networks and tactics

Retail media maturity requires brands to orchestrate complete customer journeys across multiple retailers and funnel stages rather than relying solely on bottom-funnel search tactics.

When attribution stands in for accountability | MarTech

Attribution models measure activity but don't establish accountability, and over-reliance on them undermines marketing credibility with leadership.

Optimization Isn't A Growth Strategy: The Decisions Behind Marketing Metrics

Marketing dashboards show strong performance metrics while actual business growth stagnates because optimization systems reward observable signals rather than true incremental demand generation.

To Succeed With Paid Media, This Indie Agency Advises Nailing Organic First | AdExchanger

LV8 integrates content creation and paid media as inseparable disciplines, using high-performing organic content to amplify paid campaigns and gain deeper platform insights.

fromGeeky Gadgets

How to Create Adverts That Convert : Tracking, Trials & Iteration in 2026

Effective app advertising balances short-term investment with data collection to refine strategies and maximize long-term ROI through platform-specific targeting and conversion optimization.

The One Metric That Tells Clients Whether Their Marketing Is Working

Client expansion over time is the most honest metric of whether marketing work truly benefits a business, reflecting confidence and trust rather than short-term performance metrics.

3 weeks ago

The Missed Opportunity In Performance TV: Long-Term Brand-Building | AdExchanger

TV's shift to digital enables precise short-term performance measurement, but overemphasis on immediate results undermines its strength as a brand-building channel requiring balanced long-term strategy.

Why Smart Marketers Look Beyond The Leading Platforms To Deliver Outcomes | AdExchanger

Diversifying marketing spend beyond Google and Meta into independent app ecosystems improves acquisition costs and ROAS and restores control for agencies optimizing long-term outcomes.

Why smarter media allocation - not bigger budgets - is driving better reach

Reallocating portions of TV budgets into podcast advertising can cost-neutrally increase incremental reach and engagement among high-value, younger audiences.

Is your ad campaign garbage? Read this

OOH advertising can be effective when executed thoughtfully, with clear purpose, targeted creative, and cross-channel integration; otherwise media buys risk being 'garbage'.

How to build the perfect marketing strategy for your clients

With digital trends accelerating, it's more important than ever that marketers know how to build strong, data-driven marketing strategies. Data-driven marketing is a type of marketing strategy that is based on using consumer information to develop and optimize marketing campaigns and messaging. It is extremely impactful because marketing efforts are based on online trends and are specifically tailored to the organization's target audience.

Marketing

5 High-Impact Marketing Audits To Improve Your Brand's Performance

Regular objective marketing audits reveal root-system issues, benchmark performance, and align strategy to accelerate sustainable growth and improve marketing effectiveness.

How a precise timing structure drives material differences in marketing efficiency

Data-driven flighting of ad campaigns optimizes spend timing and marginal ROI, preventing over-investment and improving returns—sometimes by up to 81%.

Marketing learned how to grab attention, but forgot what to do with it | MarTech

Attention alone is insufficient; marketers must pair novelty-driven attention with credible, valuable substance to convert interest into sustainable success.

Advertisers turn to performance-based remuneration for ad agencies

Marketers increasingly adopt performance-based remuneration with agencies to boost value, transparency, and alignment; output-based fees as main contracts rose to 28%.

How to maximize 2023 ad budgets: suitability, collaboration and a test & learn approach

In order to make the best use of 2023 budgets, brands need to find a balance between scale and suitability. And, in a digital world, where platforms are able to reach huge global audiences, scale is at the fingertips of every brand. But, back in May, a panel session on the Tech Lab Stage raised the question: how can businesses manage the seemingly mutually exclusive concepts of safety and scale?

Marketing

fromMarketing Dive

Optimizing your media mix for 2026

Brands should prioritize social media and streaming video investments while leveraging generative AI and efficient traditional media to maximize 2026 marketing ROI.

The formula for successful content: creative and performance must work together

Capturing your audience in the perfect moment with the perfect content to produce startling results is the ultimate goal of creative content marketing. But the real magic happens when creatives and performance marketers work closely together. When creative experts join forces with performance specialists, you are building a winning formula to achieve maximum impact for your campaign investment. So, the million-dollar question is: how do you create content that achieves your goals and cuts through the noise, across every touchpoint of the customer journey?

Marketing

More advertisers see agencies as good value for money (though media has a lot to prove)

CMOs' perception of agency value is the highest in over a decade, yet media agency value and transparency still raise significant concerns.

Attention metrics are the new marketing 'must' - here's why

Prioritize measuring and optimizing attention—actual ad viewing—across channels and creatives to improve campaign effectiveness and ROI.

3 ways marketers win with a connected creative-to-media supply chain

Creative Logistics centralizes creative production and media activation into a single platform, restoring control, visibility, and insight while accelerating compliant global marketing operations.

fromEMARKETER

Most marketers are giving themselves 3-6 months to master GEO

Key stat: 54% of US marketers plan to fully implement their generative engine optimization (GEO) strategy within three to six months, according to September 2025 data from Scribewise. Beyond the chart: Use this chart: Drop this into your next digital strategy review to show stakeholders the GEO timeline pressure. Use it to benchmark your team's implementation plans against the majority.

Marketing tech

fromBusiness Matters

Planning a Cross-Channel Marketing Strategy Step by Step

A unified cross-channel marketing strategy and consolidated customer data are essential to create personalized, seamless customer experiences that improve conversion rates and brand loyalty.