Heather Roff

A smart move by Colgate-Palmolive. It's not that people don't want to share any of their data - they want a fair exchange of value in return (and they want to be the ones to make the decision, not the other way around). “We’re not collecting data just to have it. It’s important that there’s a reason behind everything we collect – a value proposition.” #FirstPartyData #DigitalMarketing

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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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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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Yes - we're in the most challenging time the media industry has ever faced. TRANSPARENCY in all matters of the word is critical now. Brands need the most working media, while the supply chain supports our publishers and our journo's original content. Online ad spend is increasing by 9.3% YoY(OAER) in a soft market, but its up to us as an industry not to be ignorant and ask the right questions!! https://lnkd.in/geiMazi3 Yahoo Advertising #transparency #trust #omnichannel #digitaladvertising Dan Richardson Andrew Gilbert Maddie Basso Kenneth Koh

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As Pride Month approaches, many brands are reconsidering their strategies. Recent trends show a shift towards more subtle celebrations, driven by rising backlash against “rainbow-washing” and increasing scrutiny over genuine support for LGBTQ+ communities. 📉 What’s Changing? • Consumer Sentiment: There’s growing consumer awareness and demand for authentic representation and support. • Risk of Backlash: Brands face criticism for superficial gestures that don’t translate into meaningful action. 🤔 What Can Brands Do? • Authenticity: Ensure that Pride campaigns are backed by real, year-round support for LGBTQ+ rights. • Internal Policies: Reflect the values you promote externally with inclusive workplace practices. • Long-Term Commitment: Build ongoing relationships with LGBTQ+ communities beyond June. #PrideMonth #BrandStrategy #LGBTQ #Authenticity #Marketing

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Coachella: a cautionary tale for brands. Despite its star-studded lineups and passionate attendees (we see you, Taylor Swift!), the festival recently hit a sour note with a record-breaking lack of interest. Over the years, Coachella went from music fest to brand extravaganza. Brands, eager to be 'cool,' splurged on everything from art installations to VIP parties, reaping short-term benefits and boosting Coachella's visibility as a marketing benchmark. But nothing lasts forever, and now they're facing the music. What does Coachella stand for today? What legacy has it created? Without clear guidelines for partnerships, space usage, and participation - letting people use it the way they saw fit - Coachella's brand has been diluted away. Brands, take note: protecting your equity goes beyond logos. Comprehensive guidelines should cover employee conduct, decor, and partnership strategies, ensuring a cohesive brand experience. Coachella can bounce back, but it will take deep reflection before next year's lineup announcement to reclaim the essence that made it special to begin with. #Coachella #Brand #BrandExperience

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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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Today’s modern consumers – especially women – are more multifaceted than ever before. How can brands break through? According to Cristina Wells, SVP Marketing, Subway, it's about delivering content and engaging guests in a much more meaningful way. "Consumer needs must be at the center of everything we do." For more insights check out the full webinar, Women Leaders Redefining Restaurant Marketing: https://okt.to/htPMeG #restaurantmarketing #subway #womeninleadership

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At ROI, we periodically engage influencers as part of broader ad campaigns for our clients. And as the newly minted owner of an e-commerce fragrance site (www.LiveTheLuxeLife.biz - shameless plug!), I’m getting an up-close-and-personal view of the impact/value of influencer marketing and how dramatically it’s changed the advertising landscape that I’ve known for decades. Per Goldman Sachs (https://lnkd.in/esXNSVPu), "influencing" now is a $250 billion business driving brands' communication with consumers via teens and adults with large followings on Instagram, TikTok, etc. Influencer marketing sways purchasing decisions, driving increased engagement, brand awareness, and sales. True, celebrities have endorsed products in traditional advertising for eons - Steve Allen for Timex, Arthur Godfrey for Lipton's Tea. Now, social media has democratized "celebrity" in the role of the "influencer." But now, anyone with a sizable online following can work with brands and retailers to make big bucks successfully promoting products. Bye-bye, traditional advertising landscape, and hello, big shift in consumer trust. Traditional ads might seem hollow, impersonal. Today's influencers are perceived as more identifiable, relatable, and trustworthy; as friends. They know the best way to build a loyal audience is appearing authentic and building community around that implied authenticity. When they engage directly with followers, answering questions, commenting, and showing a more human side, fans are more willing to gobble up and engage with what they promote/recommend. Influencer marketing drives a level of one-to-one, yet mass engagement that traditional advertising simply doesn't. Followers comment, share, and like, ask questions about products being promoted and get answered directly, fostering a sense of intimate community. Engagement rates (likes, comments, shares) are often higher with influencer-driven content than traditional ads. Influencers also now are skilled content creators, producing high-quality, visually appealing, lifestyle material - blog posts, videos, stories, etc. - that resonates. They weave products into their lives in ways that feel natural, e.g. using beauty products in a makeup tutorial or demoing a travel gizmo while on a trip. Research shows that 49% of consumers depend on influencer recommendations before making a purchase; 40% of people say they’ve bought a product after seeing it on Instagram. Influencers often build their reputations over years - as they promote goods and services to their audiences, they embed brands into their content, creating lasting impressions. None of this is easy for a 45-year veteran of the traditional media world to admit. But, then again, as NBA legend BJ Armstrong once opined, “Either you change with the times or you get rolled over.” What he said!  

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“Absolute blockbuster of a piece by ADWEEK’s Trishla Ostwal that chronicles some refreshingly candid remarks by Walgreens Director of Media and Strategy, James Lerner at Brandweek. Walgreens is very lucky to have this young man in their employ. I wish more client side leaders would follow Lerner’s example and speak out about the growing list of injustices by bad actors operating in plain sight in the digital ecosystem. Here are just a few of his perspectives in Trishla’s article: “Can we trust what’s going viral on TikTok? Absolutely not. It’s all a lie. It’s all an illusion. Obviously, Google doesn’t want to tell you (struggle to understand where the ads appear and what drives revenue) because it’s sucking up all your budget [and] giving you some type of efficiency curve and your ROI is decent, so you’re not going to question that. For a large Fortune 500 company with 8,000 stores, that’s not a very acceptable answer!” Lerner voiced frustrations over platforms’ claiming over-attribution. “They do come back to me and say, ‘Yep, you’re right, there might be some over-attribution—we’re claiming too much credit” If I know who is buying my products, why can’t a platform serve ads to the right person at the right time? Lerner added that Walgreens is trying to break down some of the walled gardens, and small doors are opening. He is particularly keen to get impression logs (#LLD) to show to the CFO that Walgreens is getting the best possible price for the media it’s buying. Please read the entire piece here: 👇🏼👇🏼👇🏼 https://lnkd.in/eeA_wYR5

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Your digital advertising just got a privacy reboot 🔒 Discover how data clean rooms enable brands and publishers to securely collaborate on audience insights while protecting customer data. LiveRamp's new guide explores 12 ways that top marketers: ✨ Build richer profiles from data locked in silos 🎯 Optimize targeting and frequency across walled gardens 📊 Measure granular ROAS and incrementality metrics Learn how smart marketers are turning signal loss into business wins: https://lnkd.in/d-xFJP_q #datacollaboration #dataprivacy #measurement

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The challenge for as long as I've been in the world of testing is that B2B doesn't follow the same rules as B2C - because decision makers (or the C-suite) are different. This means they don't react to content in the same way that normal humans do. Hence you can't create content that makes them laugh or feel something because it won't work. I'm now seasoned enough to be a business decision maker - indeed many of my friends are. And they seem pretty human. So an easy way to stop creative work from being safe is to create something that reflects this so that a decision maker working in a business is likely to want to engage with and feel something (generally positive) about what they are seeing or hearing. Because when they do the magic will happen. It will soar above all other other safe work they are being bombarded by and in doing so it will stick in their memory and help deliver the desired outcome. And if you're really that worried that B2B decision makers won't like being treated as humans - come and test it with DAIVID 🦩 and we'll give you the proof you need that they really are just like us (well most of them).

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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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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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I believe one of the most incredible thinkers in #B2Bmarketing today is Jann Martin Schwarz. There are writers who are much more than the stories they tell. These stylists deliver more than anyone else. Nabokov, Kafka, Elliot. Today I believe James Parker and his new book “Odes to Being Alive” is the greatest contemporary example. Jann shares something with them – it’s not simply the content of his argument that makes engaging with Jann so valuable. This is important because he’s famous for taking “contrarian” points of view on modern marketing challenges. He's pioneering thinking during his leadership of The B2B Institute, collaborating with brilliant thinkers like Mark Ritson, Roger Martin, and Les Binet around topics like customer promise, category entry points, etc. He’s challenged widely held assumptions around hyper-targeting and other supposed truisms of our industry. While there are incredible practical insights in this work (and I’d recommend heading to Linkedin's B2B Institute without hesitation), the way Jann thinks and considers our area of the marketing ecosystem is even more important than the content of his thinking. Finding inspiration in how Jann thinks will help ALL of your work – beyond the specifics of any given topic. I was lucky enough to spend a moment with him at The Saturnalia Chateau, where he shared incredible insights about the buying committee and the complexity of how groups make decisions. A few friends who might enjoy: Dan Rosenberg, Toni Clayton-Hine, Jessica Deckinger, Amanda St L Jobbins, Christopher Burns, Dan Petrossi, Jonah Goodhart, Patrick Reynolds, Noah Brier, Natalie Ely, Jeremy Botwinick, Hannah Budreski, Anna Griffin, Tisha Hulburd, Christi Moot, and Jeff Brooks #B2B #buyingcommittee #marketingstrategy

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Make your media network a front-runner!🏃 LiveRamp's eBook is like a playbook for winning the race. Discover 20 ways to outpace the competition with smarter targeting, better measurement, and next-level innovation.

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📣Precise TV’s 2024 media consumption trend report among US Gen Z teens is now available! As a mom to 2 teens who love their screens and are constantly asking for products they see on YouTube, TikTok and other media platforms, this report will be super helpful to advertisers who want to reach this VERY picky audience. The 2024 Precise Advertiser Report; Teens & Youth (PARTY)  reveals: 🏆 YouTube remains the #1 platform among teens 🎵 79% of teens use YouTube to listen to music 📲 Teens' favorite apps include YouTube, YouTube Shorts & TikTok 🎮 More than 60% of teens like to play video or app games Download for free here: https://lnkd.in/e__Uz25z #GenZ #Report #YouTube #teens

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#WednesdayWisdom This back-to-school season, brands are navigating through financial turbulence, making capturing attention with fresh, relatable strategies crucial. As spending tightens, marketers like Amazon and JCPenney are focusing on value, while others like American Eagle are tapping into the power of Gen Z and inclusive messaging. With kids influencing parents' purchasing decisions more than ever, connecting with the entire family could be the key to success. #BackToSchool #MarketingTrends

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#RetailMedia #Incrementality - can you say buzzwords, anyone! This fantastic article by our talented Josh Dreller and incrementality guru Kenzie O. gets to the heart of the matter - sorry, #iROAS is important but not THE silver bullet. "Your retail business isn't one dimensional - and your incrementality measurement shouldn't be either. This means iROAS is a great foundation when you start with a customized approach, but it is vital to also look to the future to see how iROAS should pair with other incrementality indicators to provide you with holistic measurement support." Read the article for more: https://okt.to/a6xMbe Comment with your thoughts - what else is critical to consider in defining incrementality for YOUR business?

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