Andrew Horning

Think of your marketing strategy as a treasure hunt. LiveRamp's "Measurement Primer for Brands" is your trusty map! Dig into how to maximize ROAS, unravel data silos, and navigate privacy regulations. https://lnkd.in/gBPjigx6

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Think of your marketing strategy as a treasure hunt. LiveRamp's "Measurement Primer for Brands" is your trusty map! Dig into how to maximize ROAS, unravel data silos, and navigate privacy regulations. https://lnkd.in/gt2aM2jG

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Yahoo's latest collaboration with Inspire Brands is reshaping TV advertising with the Yahoo DSP. By streamlining CTV buys primarily with one platform, harnessing the potential of PMPs, and implementing advanced identity strategies, Inspire Brands is elevating targeting and efficiency while setting the stage for the future of media buying. Want to delve deeper into this groundbreaking approach? Read more in AdExchanger: https://lnkd.in/ezuPdQw8

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Since joining Circana, one of the most fascinating things has been witnessing the extensiveness of what $4T in tracked consumer behavior means for both enterprise and marketing applications. My personal favorite: lifestyle audiences like "back to school," powered by 100% verified CPG data, that create uniquely precise targeting signals for brands to find shoppers who fit high value customer segmentations. Now partnering with clients across such a diverse set verticals, I've seen first-hand how the applications - in office supplies, kid's apparel, beauty, video games, etc... - are endless! Find out more via the link in comments - and look for Circana lifestyle audiences wherever you buy media. #circana #digitalmedia #backtoschool

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Measurement is key to maximize (and prove) marketing impact. Kroger shares how they hold traditional reach mediums like CTV accountable to actual conversion outcomes. Explore more from LiveRamp's #RampUp24 here: https://lnkd.in/gfAzGy9c

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"A food and beverage company could mine half of its value from a digital and Al transformation of the customer and channel management innovation zone." McKinsey & Company states in an analysis released on October 3rd. For my CPG community on Linkedin, please comment & share what have you implemented so far and what the pain points have been (if any). Check out "Fortune or fiction? The real value of a digital and Al transformation in CPG" https://lnkd.in/eZbZmHPN

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You don’t need a crystal ball to understand your customers. 🔮✨ With cookies fading away, it's time to rethink your approach. From flexible data tools to privacy-first strategies, LiveRamp has you covered. Ready to see the future clearly? Read the 5 key insights for addressable marketing success.

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Adrianne Pasquarelli of AdAge just published this piece with advice from veteran CMOs to rookies https://lnkd.in/e7-X_hAS This is exactly why Marisa Mulvihill and I created this quick guide for new CMOs, including What to Ask, What do Do, and Where to Look (might be time to update resources!): https://lnkd.in/er-dEYh9

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Huge learning as we partner with Circana to measure the level of incrementality Instacart brings to our brand partners' businesses! Check out the new Circana case studies that underscore Instacart's incremental sales. https://lnkd.in/eUCvuPd6

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Wait Vanessa, what is System1? So, you're no longer with ALDI? That’s right. And you're not working for a Creative Agency? Correct. And System1 is what now? A Creative Effectiveness platform. What's a Creative Effectiveness platform? We 'Test Your Ads'. Almost all of them. You do what now? Yes we test Ads that hit the market and provide results in as quick as 24 hours. Want to go deeper? We do that too. So, you know how my Ads have performed? Most likely, yes. System 1 thinking, isn't that from Daniel Kanheman's 'Thinking, Fast and Slow'? Sure is. Want to know more? Come join us for our Happy Hour next Tuesday September 17th @ 5pm. I promise not to bore you too much with what it was like as a young Account person in the early 2000's.

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If you haven’t checked out the new OUTFRONT Advertising Trends Report yet, here’s a pullout of five top consumer trends.

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CTV ads + first-party data = your new marketing power couple 🤩 Want to learn how brands like Kroger and Nielsen are making the most of CTV? LiveRamp's CTV Activation Guide for Brands is here to help you turn viewers into buyers, one ad at a time. https://lnkd.in/dkJbZUch

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#RetailMedia leadership and #strategy alignment is much more important to success than organizational structure. 🎲Caution - board game analogy ahead...🎲 Have you ever played an RPG (Role Playing Game)? Think D&D, or even other Cooperative board games like Dead of Winter. Working together, figuring out how to address challenges, deal with shifting luck, and pooling resources to maximize their impact. Each player has a role with a unique talent or skill that helps overcome hurdles and win the battles at hand. Now consider area control games, like Risk, or Settlers of Catan. Highly competitive landscapes where you take turns drafting resources, spending time negotiating access to what you need. You're forced to plan based only on what you have, what other players are willing to give up, and the luck of the dice roll. Which one sounds more like your organization? As a board gamer, I love me some Catan... but as an employee - I want a STRONG dungeon master to guide our company and I don't want to waste time negotiating resources, but leveraging my unique talents toward the same game objective. 💡Consider the following, in your cooperative retail media strategy: 🏆 Are your teams going toward the exact same end-game state? 🏆 Do your functional teams understand the unique 'role' they're playing and have the room to find creative solutions within the broader campaign? 🏆 Do your functions understand the rules by which they must, could, and should engage with each other? 🏆 Is resource & knowledge sharing a core capability across each team? 🏆 Does your dungeon master (aka sr. leadership) keep you informed as the scenario shifts, or the lucky roll doesn't land? P.S. - let's play #boardgames more!

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Back in my Interbrand days, we used Starbucks as an example of how to create customization with a streamlined product portfolio and naming system. Namer-extraordinaire Caitlin Barrett had put together a great analysis around the optimal amount of choice for customers that helped clients see that simple and robust are not necessarily opposites. Now the common challenge of product proliferation has turned their pursuit of customization into 170K options that are dragging down their business. It's not going to be just about optimizing the line -- gotta go back and optimize the menu. https://lnkd.in/eyFiwdH5 #naming #namingsystems #portfoliooptimization

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📣 New Post on our blog! The Google Antitrust Trial: What CMOs and Marketing Executives Need to Know The Google antitrust trial could bring significant changes to the digital marketing landscape, especially for search and advertising. Potential outcomes?

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Connecting with first-party data ensures Coles360 is not just targeting it's customers that matter the most to brands, but driving quantifiable results. 360Impact provides insights on incrementality that brands need to grow. Some great insights from the maestro of all things measurement Andy Ford... exciting developments to come in this critical and demanding space. #coles360 #coles360impact #measurement #1stpartydata

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More great insights from Lisa Cole. Great discussion on the post as well. I know we can all relate! Please share your thoughts and solutions you have been able to use to improve marketing investments at your company?

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If you missed the Retail Media Report Card Deep Dive webinar, it's now available to watch on-demand! Watch The Mars Agency's commerce media team discuss how retail media can be leveraged to drive incremental growth for your brand and what capabilities leading retailers are bringing to the table: https://lnkd.in/dUXpPsT4 #retailmedia #webinar #retailmediareportcard

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Walmart putting greater focus on its in-store media business could help drive this segment of the DOOH channel exponentially higher. Given the weight and recognition of the Walmart brand, they could help push in-store media beyond the paltry 1% of all retail media investment the space sees today. It will be interesting to see whether or not Walmart stays as a walled garden, or if it makes this inventory available on DOOH SSP’s like Vistar Media and Place Exchange. With the opportunity to leverage impression multipliers and tap into the existing demand within programmaric DOOH, Walmart should make its in-store inventory available to a broader set of DOOH buyers and DSPs.

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