Brand and performance marketing objectives are often treated as competing priorities. Brand builds long-term awareness, ...

Performance marketing has always been attractive to marketing leaders who are under intense pressure to justify their investment dollars and make marketing a profitability driver within their ...

A handful of weeks ago, we went to a small event that featured a panel of incredibly high-powered agency holding company executives. To give a sense of scale, one of the participants’ company employs ...

Any performance marketer still running paid ads on a single video per campaign is on a losing path. The days when one great creative video was the winning formula in performance marketing are over.

Marketers face AI news every day, and it’s almost impossible to keep up. AI agents are on the rise, but many are still in early development, beta testing, or lack real market adoption. So let’s skip ...

Achieve a balance between brand performance and marketing with a more nuanced approach. Discover the surprising strategy to give brand supremacy. Balancing brand and performance marketing has nothing ...

Micro-dramas, first-party data integration and AI-led discovery reset performance marketing this year, say experts ...

No modern marketer hates any question more than “are you a brand marketer or a performance marketer.” Their answer: “both.” Defining and then finding the modern marketer is a task my colleague, Sarah ...

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Paolo Provinciali, head of global ecommerce marketing at Anheuser-Busch ...

Hyundai Motor America has restructured its marketing department by creating divisions focused on creative and performance, per a press release. Angela Zepeda, who has served as Hyundai's chief ...

It’s a tale as old as time for marketers: “how do I know the ROI of my ad investment?” Every advertising innovation claims to solve the measurement conundrum. And that age-old problem grows even ...

There seems to exist two definitions of performance. One is the definition that our industry has used almost since the inception – a sale or a lead. Performance for us has been about risk further down ...