Andrew Drake

The issues and risks of Principal Media have been well covered over the past few weeks. For specific actionable guidance, check out the Managing Media Playbook from MMC. If you don't have your copy yet, I'll send it to you.

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Want to know what many CMOs in the industry need for their brands, expect from creative and want in a partnership with their agency? That’s exactly what we intend to uncover in our latest AAR Partners' Agency Growth Program, CMO smAARt Talk. 🤔 Listen in on this short clip from our latest episode in this exclusive series, as Lisa and Tom Peterson, CMO of Chief Outsiders, talk about capturing the attention of new CMOs in the market, challenges they face and what creates a great agency relationship from a top brand marketer’s perspective:  https://lnkd.in/emRstgDA 🎯 Want to hear the entire CMO podcast (and many others)? 🎯Want actionable new business tips to help with pitching and prospecting? 🎯Need consultative insights for breakthrough creds? 🎯Looking for more leads? Drop a line to learn more about AAR Partners' Agency Growth Program designed to help with professional and new business growth! lisa@aarpartners.com Visit us at https://lnkd.in/eC6UZKq4 #CMO #marketers #brands #agencies #newbusiness #clientagencyrelationships #growth #partnerships

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Out of high school, I didn't go straight into college. I went into the workforce. I got a job at the Oakland Tribune selling retail advertising. This was in 1999 at the peak of the dot com phenomenon. Now, after 25 years in the ad game, here are the top 3 lessons: 1) Always have a next step!  When someone reads your ad, there should be a clear call to action to one of your highest converting landing pages. This could be your opt-in page where you give away a free video or .pdf... Or you can send folks directly to a sales letter for one of your great front-end offers that converts. Remember: When you start spending money on advertising, you need to have a system in place that can turn those clicks into profit within minutes... So you can recoup your advertising expenses fast and cycle them back into more ads for more sales. 2) Engineer an automated selling machine! With advertising, you can reach millions of people per day. Traffic is no longer a problem. Once you're getting a positive return on your ad spend, you can scale your reach every day without going out of pocket any extra money. Just keep cycling your revenue back into more ads to create a snowball effect in your reach and sales. But... If you're having to do coaching after each sale... You won't be able to scale your ads and campaigns because you become the bottleneck. This is why I recommend selling simple low ticket info-products at first. ( Like these: https://lnkd.in/gGYkj39Z ) The key here is to automate everything so your 'system' could effortlessly handle 25, 100 or even 1000+ sales per day. You don't need any fancy funnel software for this. The tech is super simple. Any landing page builder and shopping cart are more than enough. 3) Test more! Way too many folks put out one or two ads and then give up because their first attempt wasn't a blazing success. Look... Advertising is a lot like baseball when it comes to the numbers. The average batting average of MLB hall of famers is .303.  This means that the best players ever were called 'out' 7 times for every 3 hits. That's more than twice as often. In advertising, I don't even have that good of a hit rate. I'm about 2 hits for every 10 tests. Which means I can have a bad-streak of 7 or 8 ads in a row that don't convert! So, test more. Make sure you're launching 10 or 20 ads over the next couple of months to give yourself enough at-bats to get a base hit! Now, this can seem daunting if you don't have experience writing ads... And honestly... Writing ads becomes daunting even with experience.  Having to sit down at my laptop and write for an hour or two, multiple times per week is draining. But no one else on my team could write great ads for our brands... So I went on a mission to figure out how to get AI to write ads that out-perform my best ads. Here's what I came up with: https://lnkd.in/gEByrcDj Miles "The Modern Ad Man" Beckler

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https://lnkd.in/eRsW6V_9 Must-have bundle indeed, and further reinforces the value of BrightLine's inter-operable CTV ad formats that work across both streamers - the only advanced ad experiences that advertisers can build and execute across both. #ctv #ctvadvertising #thestandard

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The 456 Growth Team (456 Growth Media, 456 Growth Talent, and 25th Hour Social) crushed this month's Prime Day! 📈 Early numbers are showing a 4x-5x+ return on ad spend, with longtail attribution continuing to elevate those numbers. 📊 Our team has recognized the shift back into Amazon Influencer Programming, and we are doubling down and laser-focused on helping brands generate the maximum amount of value from the channel. 💥 Amazon Prime Day promotional periods are the new Black Friday on steroids! Preparation takes months to execute, from creator partnership procurement and contracting to the deployment of posts. A massive congrats to the entire team that made it happen. Each year, we continue to refine our strategy, identify problems, and make adjustments. 📅 Looking forward to sharing more information and case studies on our PRIME DAY programs and preparation for October. Did anyone else see success during Prime Days #1 this year? #AmazonPrimeDay #PerformanceMarketing #InfluencerMarketing

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Six years ago, we introduced Pause Ads, a non-interruptive ad format for CTV and DirecTV. Today, it's thrilling to see YouTube embracing Pause Ads, marking its evolution into mainstream AdTech. The journey from inception to widespread adoption has been remarkable. Launching a new platform hinges on grasping the core problem at hand, a task fraught with challenges like skepticism and conflicting priorities. Yet, unwavering perseverance and laser focus are instrumental in overcoming these hurdles. The invaluable lessons learned have paved the way for my current endeavors, promising something even more impactful, innovative, and daring. Stay tuned for the big reveal! Erez Korn, Rinat Zilberstein, Udi Volk, Dror Yashar

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The recent partnership between Runway and Lionsgate is poised to reshape the advertising and entertainment industries in a big way. Here’s how this collaboration could transform how brands, agencies, and creators approach content creation: 1️⃣ AI-Enhanced Content Creation: Runway’s AI model, trained on Lionsgate's extensive media catalog, enables hyper-personalized ads. This means cinematic content tailored to specific audience segments, leading to higher engagement and better conversion rates. AI also allows for rapid prototyping, making it easier to test multiple ad concepts quickly, reducing time and cost. 2️⃣ Streamlined Production: AI tools can now handle pre- and post-production tasks, allowing for faster content creation and more cost-effective advertising campaigns. This means high-quality ads can be produced on tighter timelines without sacrificing creativity or production value. 3️⃣ New Creative Frontiers: Runway’s suite of tools opens up new possibilities for interactive and immersive ads. Advertisers can create dynamic content that adapts in real-time based on viewer preferences or environmental factors, leading to more personalized and engaging ad experiences. 4️⃣ Democratization of Creativity: The gap between independent artists and major studios is closing with the possibility of licensing AI models to smaller creators. Hollywood-level content creation tools will soon be accessible to a broader range of businesses, increasing competition and driving more innovation in advertising. This partnership marks a significant shift toward AI-augmented creativity, revolutionizing how we create, deliver, and experience ads. The future of advertising is faster, more dynamic, and more visually compelling than ever. (read more: https://lnkd.in/gw_3jeWv) #AI #Advertising #ContentCreation #Innovation #Lionsgate #Runway #Marketing #FutureOfAdvertising #CreativeTech

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🎬 It's Pacing Like Barbie! 🎬 The numbers are in, and Inside Out 2 is a box office sensation. Brands looking to connect with their prospects, there's only one game in town, and that's the #BigScreen. Don't miss out on the next #Culturalzeitgeist! Get your brand in front of an engaged audience ready to be wowed. ✨ #SummerCinemaSurge #InsideOut2 #BoxOfficeHits #BigScreenMagic #PremiumVideo #GrowthAudience #AttentionMetrics #Attribution https://lnkd.in/eess6txy

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As the 2024 election cycle intensifies, political ad spending is set to surge in key states such as Arizona, Florida, Michigan, and Wisconsin. At Locality, we are tracking every race, every ballot initiative, and many more 2024 election cycle moments that will impact ad spending across local TV and streaming. Our Expert our expert Political Team, serves both political and non-political marketers alike, giving you insight into local political ad spending in the remaining 18 States with primaries, a spending shift towards Senate races and ballot initiatives in a Presidential election cycle, and a deeper dive at U.S. Senate races where both parties are heavily investing in local ads to sway voters and secure the Senate majority.

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Google's decision to keep third-party cookies in Chrome surprised some, but we've seen bigger changes. Read more in our latest ADWEEK article. #CookielessFuture

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🚀 Exciting Audio Case Study Alert! 🚀 I'm so thrilled to share the details of a 1st-of-it's-kind audio industry study driven by the teams at SiriusXM Media, Wavemaker US, and DoorDash! The campaign leveraged the sonic expertise of our #StudioResonate team who built tailored ads for both platforms and our study, in partnership with Claritas, revealed how combining #streaming audio and #podcasts boosts campaign reach and effectiveness for brands. *Spoiler Alert* Adding Podcasts drove 70% incremental reach to the streaming campaign while driving incremental actions from App Downloads to First Order Completes that wouldn't have otherwise happened! Learn more about the campaign, listen to the creative, get the results, and hear from the team here: https://lnkd.in/ezMmYmQH Thank you to Caitlyn Fuoco, Luna Catini, Evelyn Lopez Mendoza, Melissa Paris (Wright), and Victoria Beth Chow for your partnership on this campaign, for your innovative thinking, and continued support of 3P measurement in proving out the efficacy of #audio and the opportunity for #marketers! #MarketingStrategy #AudioAdvertising #PodcastAds #StreamingAudio #DigitalMarketing #CaseStudy #Pandora #SiriusXMPodcastNetwork #GroupM #Leadership #3PMeasurment #OpenEcosystem #CaseStudy #AudioIncrementality #PowerofAudio #Reach #IncrementalReach #ROI

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thanks for featuring Horizon's WHY Group latest report!

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As scripted content regains its prominence, the demand for unscripted, quick-turnaround programming is shrinking. But don’t freak out—reality TV isn’t going anywhere. The entertainment landscape is ever evolving, and we’re sure to see a surge in unscripted content again in the future (I mean, I need my 'The Challenge' fix!). However, as networks are tightening budgets and producers are increasingly looking to brands to co-fund productions. The days of networks fully bankrolling reality TV are fading, making brand partnerships more essential than ever. At BENlabs, we take pride in creating placements that not only fulfill brand marketing objectives but also help our content partners bring their creative visions to life. This evolving landscape is exciting, and we're proud to be part of a future where brand integration plays a key role in content creation. Our goal is to ensure both brands and content creators succeed in delivering entertainment that captivates audiences. #ProductPlacement #BrandPartnerships #EntertainmentTrends #ContentCreation #MarketingInnovation https://lnkd.in/d2XFKUDF

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"Political advertisers are particularly reach-oriented and risk-averse, which is one reason why linear TV still “feels like a safe bet,” said Grace Briscoe, EVP of client development at Basis Technologies and a long-time political and public policy advertising specialist." Read more in AdExchanger. Link is in the comments. #elections #politicaladvertising #digitaladvertising

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✅🖥️ New York Times (7/11): “On Thursday, Hallmark said it would introduce a stand-alone streaming service. It will be called Hallmark+ and arrive in September for $8 a month. As part of the push, Hallmark is expanding into holiday-themed mini-series and reality competition shows, including one called “Finding Mr. Christmas.” (In a racy episode, at least by Hallmark standards, the “Hallmark Hunks” strip off their Christmas sweaters, albeit briefly.) Hallmark+ subscribers will have on-demand access to old content; almost 300 Hallmark Christmas films have aired since 2002. The ad-free service will also offer exclusive new programming — shows like “The Chicken Sisters,” adapted from the best-selling book and described by Hallmark as “a family drama dipped in Southern charm and served up with a saucy side of romance.” Hallmark+ membership will also come with a range of perks, including monthly $5 coupons for Hallmark Gold Crown stores, free greeting cards, exclusive access to Hallmark’s growing roster of live experiences (themed cruises, star meet-and-greets) and free “surprise” gifts (an exclusive Christmas ornament, for instance). Other old-line media companies made the leap from traditional television to streaming starting in 2019. The glow has since come off much of the streaming business, with some struggling services looking to merge as they try to contain costs and reduce churn, the entertainment industry’s term for the percentage of subscribers who cancel monthly. If anything, consumers — reeling from inflation — are cutting back on the number of streaming subscriptions they maintain, analysts say. But the situation with traditional cable is much worse. Analysts have warned of a coming “cliff” of cable cancellations, in part because ESPN — currently available (with limited exception) only the traditional way — will be offered as a stand-alone streaming service by the end of next year.” ⬇️ #streamingtv #cable #cordcutting #avod #ctv #ott https://lnkd.in/e7pqpd_n

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Bring Back the Wacky! I love this concept because: - It opens the door for truly unique content to break through the sea of sameness. Authentic, quirky ads that look and feel different are far more likely to succeed than those that recycle the same category emotions and patterns. We’ve seen this proven in testing where a brand uses an underused emotion to breakthrough the noise and smash performance metrics. This enables small companies who are often less risk-averse, to take a swing at something radically unique. - It democratises TV advertising. The cost of production has always been a major obstacle, but AI is dismantling that barrier almost overnight. This resonates with us at DAIVID 🦩, where we believe ad testing should be accessible for everyone and applied to all executions—not just the hero big budget pieces. - It disrupts the market and potentially raises the bar. Rather than making everything a muted shade of grey, AI can push us in a fresh direction. Viral content had a similar effect by pushing brands to elevate their game, and a comparable shift in TV would be a welcome change. The caveat? It could create an unholy mess. So, let the wackiness commence!

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Love this quote: "Low tenure doesn’t equate to failure." CMOs are moving in and out of their roles at a pace unmatched in the past decade - a signal that the role is becoming more dynamic than ever. Important to point out: this decline doesn't necessarily signal poor performance. More often, it reflects CMOs being tapped for even bigger and more senior leadership roles at their own or other organizations. Just another confirmation that marketers bring invaluable skills and strategic ideas to the table! #CMOs #Marketing #Leadership #Tenure

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