Search Marketing Knowledge Center

The Case for a Dedicated YouTube Budget

Leading Edge December 12, 2025

John Cobb, EVP general manager at Cadent VuePlanner, discusses why all marketers should have a budget for YouTube.

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Dentsu: Global Events to Send Ad Spending Past $1 Trillion for the First Time in 2026

Marketing News December 4, 2025

Global advertising spending is forecast to increase by 5.1 percent in 2026, surpassing $1 trillion U.S. dollars for the first time, according to dentsu's advertising forecast released on Wednesday. Ad spending is expected to outpace the projected 3.1 percent expansion of the global economy.

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You Need to Know These MarTech Red Flags | On Scope

Podcast Clips November 22, 2025

Danilo Tauro, a senior advisor at McKinsey & Co. and managing partner at VC firm CartographAI, shared what he believes are the biggest red flags marketers need to look out for when evaluating potential tech tools or platforms.

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Two Questions You Need to Ask About MarTech Solutions | On Scope

Podcast Clips November 22, 2025

Whether you’re reviewing a new tech tool or a new platform, there are two questions you always need to ask your potential partner. Find out what they are with this clip from tech expert and venture capitalist Danilo Tauro.

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Spotting Red Flags in MarTech with Danilo Tauro

On Scope November 20, 2025

Danilo Tauro, a marketing veteran and bonafide tech expert, shares his best tips for how marketers can spot both red and green flags when assessing MarTech solutions, including his five questions every marketer needs to ask when evaluating a new tool or platform.

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How Agencies Can Bring Accountability to Your Campaign Spend with Mastercard

Webinar Rewinds November 12, 2025

This webinar pulls back the curtain on agency financial operations and shows how agencies that embrace invoice-to-pay automation deliver smarter spend management, clearer reporting, and better outcomes for the brands they serve.

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Holiday Spending Up — In This Economy? | On Scope

Podcast Clips November 4, 2025

On Scope host Mike Berberich and show producer Ryan Dinger discuss an Adobe forecast that shows 2025 holiday spending will be up a 5.3 percent over 2024, sharing thoughts about how marketers might take advantage of this apparent spending windfall.

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Marketing News Quiz for October 25, 2025

Marketing News Quiz October 25, 2025

In this week's marketing news quiz: a new product from OpenAI, Ocean Spray's latest ad campaign for the holidays featuring a familiar yet unruly guest, Macy's, Marvel, and the NBA join forces; and more.

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The Research Revolution Has Arrived with Morning Consult’s Michael Ramlet

On Scope October 23, 2025

Morning Consult CEO Michael Ramlet joined On Scope to discuss the potential of AI-powered market research to reshape marketing strategies through broader access to consumer data. With host Mike Berberich, he explored democratized data, AI bias, synthetic audiences, and the enduring role of human insight.

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How Bayer’s Unlocking True Incrementality in Retail Media

Event Recaps October 22, 2025

Bayer is pioneering a new approach to retail media optimization by integrating transparent incrementality measurement with real-time media activation, resulting in a 32 percent boost in incremental ROI.

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WFA: Global Media Inflation Stabilizes at Roughly 4 Percent

Marketing News October 20, 2025

Global media inflation is set to stabilize at around 4 percent for both 2025 and 2026, according to the latest World Federation of Advertisers Outlook report. The 4 percent trendline signals that the global media economy has started to reflect the broader economy.

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How to Optimize Retail Media with True Incrementality

Conference Session Videos October 9, 2025

In this session, Angela Fenwick shared how Bayer is pioneering a new approach to retail media optimization and planning by integrating neutral, transparent incrementality based measurement with real-time media activation.

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How Eli Lilly Uses Advanced Measurement in a Fragmented Media World

Conference Session Videos October 8, 2025

In this video, Eli Lilly showcased how pharmaceutical brands can maintain competitive advantage in an increasingly fragmented media landscape by implementing unified measurement strategies that track deduplicated reach and frequency across linear TV and streaming platforms.

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ABM Account Plan Canvas 2026

Tools October 2, 2025

Use our ABM Key Account Plan Canvas to create a simple, one-page action plan for each of your target accounts.

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Brand Value 101 — Helping You Speak the CFO’s Language

Event Recaps October 1, 2025

Alfred DuPuy, valuation and strategy director at Brand Finance, and Laurence Newell, managing director at Brand Finance Americas, discussed how to bridge the gap between marketing and finance, giving brand leaders the tools to communicate the value of brand in terms CFOs understand.

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Eli Lilly Demonstrates How Pharma Brands Navigate Media Fragmentation Through Advanced Measurement

Event Recaps September 20, 2025

Eli Lilly showcased how pharmaceutical brands can maintain competitive advantage in an increasingly fragmented media landscape by implementing unified measurement strategies that track deduplicated reach and frequency across linear TV and streaming platforms.

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U.S. Commercial Production Tax Incentives

Research Reports August 10, 2025

More than 30 states offer some form of Production Incentives which specifically include advertising production as a qualified production type. This paper explores the progression of these programs and provides a roadmap to evaluate eligibility, avoid common pitfalls, and maximize realized value.

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Budget Cut Survival Guide: Thriving When Marketing Dollars Shrink

POVs July 29, 2025

With budgets being slashed, marketers are feeling the pressure to produce more with less. But hope is not all lost. With these tips, your team can maximize the budget you do have and knock your marketing out of the park.

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Brand Investment ROI: A Proven Measurement Framework

Event Recaps June 18, 2025

During a session at an ANA 1-Day Conference, the Fossil Group discussed strategies for building trust with leadership to optimize brand marketing spend.

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