Resonant Attention
My first media optimizer test with Grey, back in the Mad Men era, taught us that you must use an “impact index” for each media alternative, or the whole process is GIGO. The optimizer just buys the cheapest stuff unless you give it an impact index.
Enhancing Credit Risk Management: The Crucial Role of Stress Testing
In the intricate world of finance, where uncertainties abound, the ability to anticipate and mitigate risks is paramount. Credit risk – the potential loss arising from the failure of a borrower to honor their financial obligations – stands as one of the most significant risks faced by financial institutions. To navigate this terrain effectively, institutions employ various risk management tools, with stress testing emerging as a cornerstone of their arsenal. In this article, we delve into the critical role of stress testing in credit risk management, exploring its methodologies, implications, and future prospects.
Why is Media Mix Modeling Cool Again?
You know what’s in right now? Baggy jeans. Yes, the very same ones we used to wear back in the 90s! It seems like a whole new generation woke up and looked to the past for inspiration. You wouldn’t catch me wearing those today, but fashion trends come and go, which is not too dissimilar to how digital advertising trends evolve. Like fashion, digital trends are based on consumer preferences and changes, leading marketers with the need to adapt their strategies to reach shoppers. Given the rise of retail media networks and cookie deprecation, one measurement trend making a comeback is Media Mix Modeling (MMM), or as I like to call it Making Media Matter.
Mi-3 Interview with Media Ecologist Jack Myers: No Humans for 80% of Media Planning/Buying by 2030 (AUDIO)
In his lengthy interview with Paul McIntyre of Mi-3 Australia, which follows, Jack Myers explains the impact of Generative AI on media, why creative and media will be forced to re-integrate, how brand-publisher clean rooms are surging, and the emerging turbulence in programmatic and retailer media. Jack focuses on why the disruption in legacy advertising models will lead to a 'rebirth' of the business in 2026 and 2027. Read the full interview with Jack below, at Mi-3 here, and listen to the full podcast with more detail and insights.
Measuring Creative Quality Will Grow Sales
Bill Harvey wrote a thoughtful piece recently on the dwindling impact of creative on sales in the digital era. And he's not alone in this assessment. Other academics have written on the decline in advertising effectiveness. Notably, Peter Field, Karen Nelson-Field, and Orlando Wood have highlighted that branding campaigns no longer build mental availability as they used to. In his post, Bill listed a series of potential reasons for why this might be the case. But understanding why is not enough. As an industry, we must stop this trend. After all, if creative had zero impact on sales, then it would make no difference if a customer saw your ad or your competitor's. And in that environment, it would be illogical for anyone to advertise.
Three Key Trends that Can Drive Brands into the Future
Today’s consumers wield unprecedented influence over a brand's future. Consumer spending habits are evolving, with some embracing frugality now and others teetering on overextension, driving them to continue to trade down or cut back on some purchases. Consumers not only demand compelling products and services but also look for brands that resonate authentically with their own values and preferences. At H/L, we see three key trends that brands must embrace in their marketing strategies to prove their value in this landscape.
The Most Amplifying Contexts for Amazon’s High Impact Christmas Ad
Amazon has put out a heartwarming 60-second Christmas ad that uses Beatles music to help tell a story of shared joy. We feel that the ad will be effective in evoking gratitude and brand love in viewers. In the spirit of giving – being the spirit of the holiday season – the company I co-founded, RMT, is sharing data in this article that will help Amazon place that ad in programs which bring out the maximum positive emotion and good will.
Assess Your Career and Industry Readiness for AI (Video)
Join us for an eye-opening conversation on the rapid rise of artificial intelligence (AI) and its impact on various industries and transformative effects. In this engaging interview, media finance veteran and Office Hours host, Cal Mostella, sits down with emerging technology expert Jeffrey Sawyer, Managing Director at BCG X, the tech build and design unit of Boston Consulting Group.
The Ad Council and Feeding America's New PSA Shows What's Possible in a World Without Food Insecurity
Feeding America® and the Ad Council, in partnership with fluent360, today launched a new fully-integrated PSA campaign designed to inspire conversation about and drive passion for the issue of ending hunger in the United States. "The Full Effect" highlights the impact of food on people's lives and was developed to show when people are fed, futures are nourished, and individuals go from living, to truly thriving. Through short vignettes, the PSA shows the everyday joy of a child receiving a science fair award, and thriving as a working mom, to the bigger life achievements celebrating a graduation with family.
DJ Perera Named Chief Media Officer at the Ad Council
The Ad Council, America's leader in using the power of communications to drive social impact at scale, announced today that DJ Perera (pictured at top) has joined the organization as Chief Media Officer. She succeeds Kathy Kayse, who will be retiring on May 12 after leading the Media team for 5 years. Prior to joining the Ad Council, Perera led Boehringer Ingelheim's U.S. Media Center of Excellence, managing all aspects of direct-to-consumer and health care professionals paid media for the company's brands.
ESG Impact Extends Beyond Investment Strategy (Video)
The impact of Environmental, Social and Governance (ESG) practices extends far beyond a company's investment strategy, according to two experts on the matter. In an interview with MFMInSites.com, Suha Gillani, a Director within Grant Thornton's ESG and Sustainability practice, and Durran Dunn, a Managing Director of Grant Thornton's Risk, Controls and Compliance and Internal Audit practice, highlight how ESG impacts almost every aspect of a business from investments, to communications, to risk management, to employee relations. And while ESG principles technically apply only to public companies, Gillani and Dunn explain how the "trickle down" effect will require private companies to implement the guidelines into their overall business plan.
Fresh Ways to Keep News Operations on Solid Financial Ground
In many respects, 2022 has been generous to the news industry. Journalists have plenty of issues to tackle, including the midterm election; inflation and recession risks; the Congressional hearings on the January 6 Capitol assault; the volatile war in Ukraine; and the ceaseless and ever-changing COVID pandemic. Consumers of all political persuasions have turned to news outlets as they grapple to understand these topics, along with many others.
Maddy Dychtwald on the Impact of COVID and the Reset on Women’s Health and Wealth (Video)
In my second conversation with author and futurist Maddy Dychtwald, Co-Founder and Senior Vice President of AgeWave, we delve into trend insights and offer helpful hacks as ways to address the negative impact that COVID has had on women over the past two years. Of most importance, she says, are building financial confidence, expecting change as a constant and enjoying the ride along the way. In Maddy’s most recent book, Influence: How Women’s Soaring Economic Power Will Transform Our World for the Better, she reveals the positive impact that women are having in shaping the economy.
A+E Research Smashes Stereotypes About Older Adults
Ageism seems to permeate our society. This not only negatively impacts self-esteem and relationships, it can negatively impact business economics and advertising. A+E Networks has conducted extensive research to help change this.
NYWICI President Elect Georgia Galanoudis on the Impact of COVID on Women (Video)
Women in comms, you’re not alone when it comes to the impact of COVID. A new report from NYWICI conducted in partnership with Bloomberg Media, ENGINE, FCB and Dotdash Meredith soberly reveals just how deep the pandemic has affected women across all fronts, ranging from financial to mental to familial. NYWICI President Elect and HIMSS Chief Experience Officer Georgia Galanoudis shares with us the key takeaways and, more importantly, the many steps that companies can take to support women at all phases of their careers.
Audacy Webinar: How Social Impact Campaigns Pay Off
As more Americans look for brands to reflect their principles and make social impact, companies are stepping up their outreach and cause marketing. Many are partnering with nonprofits on programs that benefit their consumers, communities and employees. These efforts build customer and employee loyalty.
OUTFRONT: Top Five Trends to Watch in 2022
As consumers' day-to-day routines continue to shift against a backdrop of rapid media ecosystem evolution, out-of-home (OOH) advertising has increased in relevance and importance within our communities and among consumers. It delivers impact and creates connections where and when it matters in the real world with active consumers on the move.
The Great Re-Invention
Two years ago in Wuhan, China, the first human became ill with what is now known as COVID-19. By March 2020 most of the world was in lockdown. In early May, 2020, I wrote the piece below on what we could anticipate in the future, how things might change and what we would need to do as individuals, business and society to prevail. While this was written prior to the arrival of vaccines, the death of George Floyd, a change in the White House, the Great Resignation and many more events, it anticipated all these changes. I am re-publishing this two years later with the advent of the Omicron variant and the re-closing of some borders. Every recommendation made two years ago continues to hold true.
Make an Impact!
Many want to have an impact, to make a difference, to be seen and to be heard. One can have an impact and stand out in ways that generates attention but not admiration. What can we learn from people who make an impact in ways that generate goodwill?
Audacy Unpacks Audio’s Role in the Robust Retail Renaissance
When looking at the impact of the pandemic on everyday life, one sector -- retail -- was especially transformed. For a media company like Audacy, which is in the audio space, this transformation created greater opportunities. Melissa Capuano, Senior Vice President of National Partnerships; Michael Biemolt, Senior Vice President of Sales, and Idil Cakim, Senior Vice President of Research and Insights, recently explained where the future for retail is heading, and why “sonic marketing” is a pivotal part of the ecosystem.
