Sean Callahan

Marketers who trust their data are three times more likely to report revenue growth, according to a new report from Anteriad. The report, based on a survey of 450 B2B marketing leaders, found that 39 percent of marketers use intent data, while marketers reporting strong revenue growth are 62 percent more likely to use it.

A new report says that marketers place too much focus on the direct users of a product and fail to reach out to C-level executives, as well as influencers, working throughout the company — so-called hidden buyers. Reaching such buyers effectively means B2B marketers will have to reconfigure their thought-leadership programming.

As the popularity of streaming grows, shoppable ads — TV spots that allow consumers to research or buy products directly through the ad — present a remarkable opportunity for CTV advertisers, especially with the approaching make-or-break holiday shopping season.

As TV approaches its fully digital future, many brands, agencies, and publishers fear the same problems that have plagued the online advertising ecosystem will now encroach on connected TV (CTV). Is there a way to ensure the sins of digital media won't impact the CTV advertising ecosystem, too?

How AI, the deprecation of cookies, and three other emerging trends will shape the course of marketing over the next five years.

The shift to digital TV is not future speculation; it's the current reality. Over half of U.S. internet users now watch ad-supported on-demand video, indicating a shift in advertising strategies. As TV digitizes, advertising is pivoting from channel-focused to audience-focused, promising more precise targeting and measurable outcomes.

Converged TV advertising — especially via CTV and digital video — offers brand and agency professionals an unparalleled opportunity to quickly measure and understand their campaign performance. But, too many advertisers spend more time measuring campaigns and less time optimizing them — a phenomenon dubbed the "converged TV disconnect."

Most people will be watching their wallets during the 2023 holidays, with more than half of consumers (53 percent) saying inflation will have a moderate or significant impact on their spending. To ensure that they are buying wisely, consumers are demanding more from brands and retailers. They want flexible return policies, discounts, loyalty programs, and the capability to buy online and pick up in-store.