Marketing

Melinda Spence, head of measurement and insights, Activision Blizzard Media Attention has become one of the most valuable yet elusive resources for brands.  With consumers engaging with multiple screens, platforms and content streams simultaneously, capturing and sustaining attention has never been more essential. Amid this competition, one medium stands out for its ability to hold […]

Social media users have an insatiable appetite for content—even as the social ecosystem becomes more complex. Despite AI-generated content inundating feeds, emerging networks shaking up the landscape and algorithms transforming on a dime, consumers have never been more plugged in and eager to engage with their favorite brands on every channel.  For marketers, this is…

In the age of streaming services, it’s easy to overlook the enduring power of linear TV. But even though platforms like Netflix and Hulu have captured a significant portion of the market, traditional television still reaches a massive and valuable audience. And, as a result, linear TV remains a vital component of any effective advertising

The digital advertising industry is currently dominated by a few tech giants, who have created ‘walled gardens,’ such as Google, Meta, and Amazon. These entities control a significant portion of ad spend, which limits the diversity and creativity of the online advertising ecosystem. While these platforms are fantastic for growth, every small advertiser and independent…

In the past couple of years, digital advertisers and ad platforms have increasingly returned to marketing mix modeling (MMM). In this generations-old approach, media channels (like TV, radio and print – now joined by the likes of Google, Meta and Amazon) are attributed for their sales contributions over the course of a months-long campaign. But