Mark Fleisch

Earlier this week, The Wall Street Journal wrote about how Television Advertising has lost its relevance - but I think they're misreading signals. Television advertising remains incredibly powerful - 60% of consumers in our most recent AD.VANTAGE study told us TV ads helped them make purchase decisions - outpacing all other forms of advertising. The problem? Brands and marketers have stopped knocking each other over to BUY television ads - we need to SELL them again - and most sales teams aren't set up to, you know..... sell. More details and some proposed solutions in our blog at Magid.com - or shoot me a note and let's chat about how to accelerate demand for your sales teams. #broadcastsales #salesstrategy #GTM #leadgen #aitools #aisalestools #aimarketing

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Your Customers Are NEWS Consumers: 69% of consumers say advertising in “disconcerting” news has no negative effect on how they perceive a brand. And 94% of US consumers have a neutral or positive perception of brands that advertise in “quality” news content, according to IAB research.

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To get a first hand account of how the role of the CMO continues to shape-shift, I sat down with Chief Growth and Disruption Officer at Xerox, Deena LaMarque Piquion and Global President of EssenceMediacom, Kristin Gower to hear their thoughts on the subject. Our conversation ranged from changing titles to AI and everything in between. Three insights that might ring true for you: 1. CMO as Growth Orchestrator –  We saw this last year with EssenceMediacom's research too: With an expanded remit, CMOs are now responsible for multifaceted, data-driven strategies and the ability to scale initiatives quickly and globally. 2. Tracking Brand Health and Customer Insights to Drive Growth – Using brand studies and NPS surveys to understand strengths and focus areas, particularly targeting emerging decision-makers, to identify growth opportunities and refine engagement tactics. 3. Redefining the B2B Marketing Playbook with Emotion – Adopting a more human and playful approach, using platforms like TikTok to engage younger buyers, and aligning with digital transformation trends for more relatable and impactful messaging. Full scoop here: https://lnkd.in/eZjhffm9

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The lines between linear and streaming TV have blurred, but ad sales haven’t caught up. It’s time to change that. As a recent article from TVREV wisely points out, consumers don’t differentiate between linear and streaming. They see “TV.” The industry ought to follow suit. A standardized solution that categorizes content rather than channel will help to deliver a more consistent, streamlined experience for advertisers, agencies, publishers AND consumers. A more uniform delivery ecosystem, like the one we provide at XR, opens the door for a common framework of ad identification such as AD-ID, LLC, which can mitigate critical pain points like cross screen measurement and ad collision. Read more: https://bit.ly/4cXwap6 XR Extreme Reach #AdID #Linear #Streaming #Measurement #Advertising

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Kroger is set to launch an updated measurement model using first-party data to help brands understand their full-funnel impact and offer more relevant experiences for audiences. Influenced by IAB’s Retail Media Measurement Guidelines, this hybrid approach provides deeper insights into media budget performance and standardizes metrics for accountability and transparency. A major step forward in retail media measurement! #RetailMedia #CustomerData #Kroger #FullFunnelMarketing #IABStandards

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Connected TV advertising offers many opportunities, but it also comes with risks. Learn how to make the most of CTV while prioritizing brand safety. https://ow.ly/G6gS50Tl6Pv

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How is AI transforming data collaboration use cases? Machine Learning and Generative AI are game-changing enablers of data collaboration via clean rooms. What’s most exciting though: Generative AI is set to transform the collaborative efforts of non-technical users. Read the full LiveRamp report for all of our findings!

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As Suzanne Persechino says at #NextTV #NYCTVWeek, A+E Networks is “KPI agnostic”. They can drive foot traffic or clicks. But are keen to partner with advertisers to drive (and even guarantee!) outcomes. At Comcast Advertising they are using a suite of identity assets to ensure the desired HH is reached, per Carmela Fournier. And Stuart Schwartzapfel of iSpot.tv says everyone wants to understand the UNIQUE reach/ aspects of each platform — and good cross platform measurement should be able to diagnose that.

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As the advertising landscape continues to evolve, don't just keep up...THRIVE 🏁 Combine the power of CTV, email, and display advertising to: 👀 Capture and hold your audience's attention 📣 Reinforce your brand message 🏎 Drive conversions LBDigital >> Third party data that doesn't suck 🥤 #data #ctv #dsp #email #directmail #identity https://lnkd.in/eEiVtYGx

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In this week's #LegendsandLeadership, Jack Myers speaks with Simulmedia Founder and Chairman Dave Morgan for an in-depth discussion on the recent industry transformations, challenges, and what lies ahead. https://lnkd.in/e8X7FwmF

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