Ryan Scott’s Post

With 75% of brands facing brand-unsafe issues this year, it's time to dive deep into the rise of Made for Advertising (MFA) sites and how they pose a risk to your brand reputation and ad spend.🧐 Check out our new blog post to learn more about how improving contextual relevance in your digital advertising campaigns can help you protect your brand safety👇 https://hubs.ly/Q02SZgFx0

Stalking consumers never ends good for brands: Orlando Wood, Cannes 2024 Last year, brands spent upwards of $750bn globally on advertising. It’s estimated that only 6% of it is truly effective. This data should make every marketer take a break and reconsider some of his/her marketing techniques. Hinting at a possible extinction of the advertisement industry and more, Sir John Hegarty and Orlando Wood dive into the subject at Cannes Lions 2024.

More evidence "attention" impacts advertising effectiveness... Nice Ad Age article by Jack Neff. The study shows exceptional correlation between ad attentiveness by a media type and a brand's incremental profit. Let that sink in! It sounds obvious (if I remember an ad it's more likely to work) but marketers have been ignoring the obvious attention variance across media types for eternity. And, from a creative standpoint, many advertisers run boring work that is focused more on features than work that demands attention due to its creativity. Nice work by the folks at Lumen Research, Ebiquity plc and EssenceMediacom. Some thoughts from your friends at Mercer Island Group: If you're running a review, what are the agencies saying about attention? How is your media agency using attention metrics or attention principles to deliver better plans and buys? What is your creative agency doing to ensure your advertising is seen and heard? David Tiltman Les Binet Matthew Bogusz Drew McLellan Bill Duggan Greg Hahn Tom O'Keefe Matt Moore Peter Bray Alan Brown

We Review: Big Brand Advertising and Marketing - Part 3 More learning here: https://lnkd.in/eZwqcyG

My column in #exchange4media today. Unmuting Small Brands: Claiming Your Voice Amid Media Chaos For smaller brands, the question looms: how can they compete when their budgets are a drop in the ocean? https://lnkd.in/gUSfKxTc #Advertising #Branding #AdvertisingBudget #BrandVoice #Marketing #BrandBuilding #MarketingStrategy

Ensuring brand safety in digital advertising is non-negotiable. Whether it's protecting your brand image or ensuring ads appear in suitable contexts, the stakes are high in today's digital landscape. Did you know? A typical programmatic ad campaign spans a staggering 44,000 websites. This vast reach underscores the critical need for a robust media governance strategy. Empowering advertisers with scalable solutions that ensure ads are not just seen but seen in the right light – protecting investments and reputation alike. Read on for more: https://bit.ly/45IDylo #BrandSafety #DigitalAdvertising #AdTech

Ensuring brand safety in digital advertising is non-negotiable. Whether it's protecting your brand image or ensuring ads appear in suitable contexts, the stakes are high in today's digital landscape. Did you know? A typical programmatic ad campaign spans a staggering 44,000 websites. This vast reach underscores the critical need for a robust media governance strategy. Empowering advertisers with scalable solutions that ensure ads are not just seen but seen in the right light – protecting investments and reputation alike. Read on for more: https://bit.ly/45IDylo #BrandSafety #DigitalAdvertising #AdTech

Advertising Effectiveness Hinges on the Long and Short of It

🔍 Tired of wandering through the labyrinth of Google Ads, only to get lost in irrelevant clicks? 😵💫 Don't worry, you're not alone. 🚫 Say goodbye to wasted clicks and hello to optimized ad spend! At Cross-Brand, we specialize in helping businesses reclaim their budget by eliminating irrelevant clicks and uncovering competitor tactics. 🔎 Gain full visibility into what your rivals are up to and stay ahead of the curve with real-time competitor insights. Our strategies are designed to outsmart diminishing returns and keep your branded ad spend on track. Ready to optimize your advertising strategy? Click the link below to learn more: Cross-Brand.com Let's make every click count! 💼📈 #AdOptimization #CompetitorInsights #DigitalMarketing

Regardless of if you are considering short-term performance, long-term brand awareness or both, advertising is subject to the laws of attention and emotion. https://bit.ly/3oiidIH