Brand Marketing

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Live TV Isn’t Ready for Programmatic Yet

Dec 26, 2018

Programmatic buying for TV is still developing, and two issues the industry is still grappling with are brand safety and viewer experience. eMarketer’s principal analyst Lauren Fisher spoke with David Dworin, vice president of advisory services at TV supply-side platform (SSP) FreeWheel, about the areas of opportunities for programmatic enablement of linear TV advertising.

Direct-to-Consumer Brands Upended Retail—Now They’re Changing the Agency Model

Dec 19, 2018

Direct-to-consumer (DTC) brands such as Warby Parker, Casper and Everlane have shifted how brands interact with their customers. By cutting out the middleman and establishing online relationships with customers directly, guaranteeing swift delivery and painless buying experiences, as well as positioning themselves as a better alternative to the status quo, DTC brands are carving out a new retail experience.

Do PR Stunts Boost Brand Perception?

Dec 10, 2018

Even though PR stunts can be polarizing, brands keep foisting them onto the public. In a survey conducted by OnBrand and Bynder, only 12% of US and UK marketers considered guerrilla marketing an exciting trend to explore this year. Tangentially related tactics like influencer marketing and brand activism had far more appeal.

Consumers Say Brands Ask for Too Much Information

Dec 07, 2018

Gating content and offers can provide marketers with valuable data for lead generation. However, asking for too much information can turn users off from a brand.

How More Brands Are Reacting to Increased Online Competition

Dec 05, 2018

While a gap in ecommerce adoption between retailers and brand manufacturers used to be quite prevalent, it’s now common practice for brands to sell online, a trend that will continue to increase in 2019.