Category: In the News

Erin McCallion, Chief Marketing Officer, Perion

In this fiercely competitive retail market, capturing consumer attention and converting it into sales requires more than traditional advertising. Brands must innovate relentlessly to stay relevant. 

Hyper-local, multi-touch and performance-driven advertising strategies are the heart of much of this innovation. These strategies harness first-party data, dynamic and personalized creative, contextual relevance and AI algorithms to improve performance at every step of the campaign. These tools aren’t just reshaping advertising — they’re redefining personalized consumer engagement and driving measurable results for major global brands.

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Brittany Blackford, director of growth partnerships, buy-side, Experian

For travel and hospitality brands, the challenge isn’t only about reaching potential guests, it’s also about proving that marketing efforts lead to actual bookings.

Windstar Cruises, a luxury small-ship cruise line known for its intimate and unique itineraries, faced this exact challenge. The brand’s marketing efforts generated engagement — impressions, clicks and quote requests — but lacked a clear connection between digital advertising spend and confirmed reservations.

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