Webinar Archive

There’s no doubting that marketing has never been more exciting or more challenging:
We know CMO’s are asking themselves and their orgs about organisation structure, centralisation vs. decentralisation, insourcing/outsourcing, and their capabilities.

How to Drive Ad Success in our New Attention Economy

Whether we like it or not, we are living in the “Attention Economy” - with 90% of Americans online and most of us glued to our phones, brands must increasingly fight for user attention in a saturated marketplace. How can marketers produce effective ads to drive sales? It’s true that high-impact media formats can increase attention and brand recall, but how do we take this to the next level? And what does that look like?

How to determine the costs associated with managing brand safety internally using existing capabilities, resources, and skillsets, as well as external partners/vendors.​

Identify non-paid brand safety solutions such as inclusion vs exclusion lists that don’t require using an outside vendor.​

How to assess, manage, and evaluate vendors based on your needs and their performance. Many of the topics and principles discussed in Chapter 3 will also be relevant inputs for this part of the process

Marketers are in a unique moment of time, with yesterday’s challenges becoming today’s opportunities. Whether improved transparency, frameworks to protect consumer and brand interests, or initiatives to support quality content, brands have an important role to play in creating and driving forward positive change.
But while we might agree on the destination, questions over how to get there remain: this session will tackle three key ones:
What practical steps could, and should, be taken to help build trust in our industry?