Ellis Verdi

Thank you Tatiana Nery Lindenberg and Andrew Martschenko and our research partners NewtonX for these timely and critical insights as M&A starts to heat up again. The impact of the deal only BEGINS the moment the deal is done. Long term success depends on how the business and brand transformation is managed post deal. Let's talk!

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Proving that brand content can be authentic and totally entertaining: https://lnkd.in/em7CPvvQ

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Looking forward to this discussion on the future of #measurement & the incredible insights from this amazing panel! #attribution, #MMM, #MTA

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Brand Gravity vs. Performance Marketing: Is Nike Losing Its Cool? Brand Gravity is a term I use to describe that special, hard-to-measure impact of brand storytelling. It’s the essence that makes a brand feel effortlessly cool, relevant, and part of cultural conversations. Unlike Performance Marketing, which is all about driving specific, measurable actions and optimizing for immediate ROI, Brand Gravity focuses on cultivating a lasting allure through storytelling and emotional connections. So, what happens when a brand like Nike leans too heavily on performance metrics and loses sight of its Brand Gravity? Check out my recent post…. #BrandGravity #MarketingStrategy #BrandBuilding #PerformanceMarketing #Storytelling #MarketingInsights

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I’m excited about what the future of retail media means for our media tech clients but also for marketing leaders in general. BCG does a great job outlining why CMOs will want to increase retail media spend—and how RMNs need to step up their game to help them justify greater investment. If we are to believe analyst projections of $100 billion in U.S. retail media spend over the next 2-3 years, it seems many of the items on BCG’s RMN “to-do” list need to happen, especially: - Offering a more seamless customer experience across online and in-store to boost performance across the full consumer journey - Providing more and more data and actionable reports to enhance transparency, insight, targeting, and personalization - Deepening relationships to deliver increasingly tailored media solutions that are unique to each advertiser and its consumers - Achieving a level of sophistication that matches—or at least approaches—the performance, scale, and precision of leading digital ad platforms like Google and Meta (e.g., as Amazon has done) https://lnkd.in/gKJ53T-x

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We live in a world where things are changing at a more rapid pace than ever before. Consumers are faced with more choices than ever, and it's a big challenge to stay ahead of the curve in gaining consumer attention, much less in getting consumers to act. The best resource you have in understanding consumer behavior is your consumers. There are tools and processes for getting to know your consumers on a deeper level and connecting with them in meaningful ways. Here are some insights from my team at The Ward Group that you might find valuable. #consumerbehavior #mediabuying #mediaplanning #advertising #consumerresearch #mediastewards #paidmedia

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While I can’t speak to the legitimacy of the accusations herein, this is still a worrying situation for advertisers everywhere. Publications whose reputations are staked on their image of legitimate business are not what many may expect to be perpetrators of MFA Ad fraud. That being said, we can better understand ad fraud by looking at the incentive changes on the supply side of these AdTech deals. Ad fraud particularly harms multicultural publishers, as their reach and impact receive decreased impact when improperly assigned to Ad spaces. #AdFraud #AdTech #ProgramaticSupplyChain

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Last year, a MAGNA study found a link between “sustainable advertising practices and positive attention metrics,” with an ad in view for more than 10 seconds producing 64% less carbon emissions than a five-second ad. Recently, the Association of National Advertisers — in collaboration with Scope3, whose data model was also used in that MAGNA study — released its Sustainability in Media Planning study, which found that brands could reduce their carbon footprints by one-third by incorporating certain sustainability measures. The study focused on the digital media campaigns of six larger brands, including Coca-Cola, GM, and Kroger, and the data centers whose high energy output is the main cause for emissions. Ultimately, between 50 and 1,500 grams of carbon are emitted for every 1,000 ad impressions, with 50% of those emissions driven by just 2% of the sites that programmatic campaigns targeted. As Marketing Dive explains, the study found that brands could “have an immediate impact by simply targeting away from high-emission media pages, such as so-called media for advertising sites (MFAs).” “What we found through this is that significant carbon emissions reduction is possible even in the early stages of practicing more sustainable advertising and advertisers do not have to sacrifice their performance goals or increase ad costs to make meaningful emissions improvements,” says Jason Turbowitz, who oversaw ANA’s Media and Measurement Leadership Council. Brands in the study were able to reduce their carbon costs by as much as 36% by taking such actions as: - adopting green private marketplaces that are autoset for low-emissions inventory - targeting that inventory through updated inclusion lists - eliminating “bad actors” and MFAs by optimizing exclusion lists “It is not easy reducing carbon emissions,” says MediaPost’s Ray Schultz. “And many firms might choose not to attempt it because their customers are not interested in these values. But the study argues that sustainability in advertising ‘is an issue that affects all of us,’ and that it does not harm ad performance.” #carbonemissions #carbonfootprint #carboncosts #mediaplanning #mediacampaigns #greenmarketplace #MFA #AIadvertisingsoftware #AIsoftware #publishing #publishingindustry #digitalpublishing #mediapublishing #AIsoftware #AImarketingsoftware #digitalmarketing #digitalmediamanager #digitalmediamanagement #MarketingManager #MagazineManager

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This is a great perspective on the "path to purchase." In this latest report, Mars United Commerce presents a new approach to the classic “path to purchase” that starts with shopper mindsets rather than the more traditional focus on behaviors or tactics in this latest report. Download your copy here: https://lnkd.in/gCkj6Ysz #pathtopurchase #ecommerce #commercemarketing #strategy

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3 Rules to crush PR partnership announcements 📌 Rule #1: Figure out the other company’s level of PR participation 📌 Rule #2: Create a strategy brief 📌 Rule #3: Communicate expectations for your spokesperson early on Read more for an in depth look into these rules!

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A recent article from the AMA highlights a critical insight: many U.S. consumers feel ignored by advertising. In a digital landscape that is overflowing with content, personalization and genuine connection are key. As marketers, it's time to rethink our strategies! Understanding your audience and engaging them authentically can transform your marketing efforts. Let's focus on creating experiences that resonate and make consumers feel seen and valued. One size fits all doesn't work anymore. At shyft digital we talk lot about adapting your approach to connect authentically with your audience. I’d love to hear your thoughts on your approach!💡✨ Read the article here:

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The clean room future is no longer on the horizon – it’s here. And for leading companies in every industry, clean rooms are transforming marketing strategies. 80% of advertisers spending over $1B on media are already using them. But here's the thing – most brands are only scratching the surface. While many are using clean rooms for audience insights, only a third are leveraging advanced measurement like attribution and ROAS. And broader collaboration across partners and complementary brands offers even greater potential. Modern clean rooms are now fully interoperable, breaking down silos between brands, retailers, and media partners. In talking with companies across industries, I constantly hear their desire to get started, but also recognize that this represents unexplored territory for many. To help companies navigate the complexity, LiveRamp has put together a playbook of some of the most common tactics, and I've attached a link here. Happy reading!

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Does your business struggle to access the right audiences when conducting market research, especially when your audiences are niche? Steps to Success: 5 Ways to Find Niche Audiences explores how to access the audiences you need with Cint. https://ow.ly/qMZA50Sin8J

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Some thoughts about private label in my latest Op-Ed. Be sure to also ask about our Private Label webinar filled with all sorts of actionable intelligence powered by our growing #commerce #data set! Thank you Retail TouchPoints. #marketing, #advertising

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Folks, we have an exciting webinar TODAY on the hottest topic in the media industry right now: Retail Media or Commerce Media. We have an outstanding panelist lined up, and you definitely don't want to miss it. If you're a CPG marketer, this topic is a must for you. I assure you that you'll walk away with actionable insights to bring back to your organization. Click the link below to register. Looking forward to seeing you there!

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This is backward thinking. Of course, brands and marketers should seek to avoid backlash, but not by incentivizing persons of influence to stay "apolitical." What kind of society are we advancing if political ideas cannot be shared on free and open platforms? I submit that our goal should not be to keep brands away from political discussion but to require that those discussions be civil and responsible if brands are to be present. This is measurable, enforceable, and healthy for democracy. Brands don't suffer backlash because of adjacency to topics or opinions. They suffer backlash when those opinions are delivered in hateful ways or by hateful people. Remove the personal attack and you'll remove the controversy. It's really that simple to address brand safety for brands around political content. Let's help brands reward and celebrate responsible creators who help audiences better understand the most important issues of our day.

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We know the agency pitch process is broken and the 4A's and Association of National Advertisers have been partnering to address opportunities including The Cost of The Pitch research to highlight the impact on cost and resources to brands and agencies as well as the current work to create a ubiquitous RFI template to streamline the approach. There's so much more to do and this thoughtful piece from Deepthi Prakash of TBWA\Worldwide addresses four additional issues plaguing the process. Let's work together to educate and drive change. #agencyclientrelationships #newbusinesspitching

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