Learn about future-focused marketing and advertising strategies for brand building and customer acquisition.
While brands can use data to inform messaging, leverage modern martech to improve targeting and measure engagement to gauge performance, there is one facet of marketing that modern technology can’t help with: consumer trust.
Without third-party cookies, marketers can’t overlook the need for accurate measurement as changes in the digital media environment accelerate.
Global marketers say building brand awareness is their top objective for the year ahead, followed very closely by new customer acquisition.
In concert with the launch of Nielsen’s 2022 Annual Marketing Report, we spoke to Jamie Moldafsky, Nielsen’s chief marketing and communications officer, about the importance of brand, the intersection of brand and acquisition, understanding full consumer journeys and the value of scalable data...
This report examines the global consumer shifts over the last two years and their impact on sports sponsorship models and content distribution.
There is no substitute for live sports action, but the proliferation of content across an expanding array of platforms has sparked increased consumption of additional sports content—both related to and not related to live matches.
The quick wins as a result of conversion-dominated marketing may feel rewarding at the moment, but it often does not lead to long-term brand growth.
Big data sets don’t have rich details about actual people—from age, to income, to race and ethnicity—the way you do with a robust panel. These data sets, because they’re created by machine-to-machine transfers, also increase the possibility of waste and fraud.
Now is the time for marketers to prepare for a world without third-party cookies if they want to be able to outperform their competitors.
The dramatic rise in global CTV adoption, accelerated by the pandemic, has ushered in new commercial models that are fragmenting the landscape in much the same way that the myriad viewing options are.
As the cornerstone of many living rooms around the world, the TV set remains a fixture for media consumption. That consumption, however, looks much different than it did a few years ago.
The pandemic is far from over, and we will feel its effects for years to come, but the resilient media industry is bouncing back, with certain constituents pulling out ahead of others.