Category: In the News

Brands are demanding consistency and clarity in measuring the success of their investments in retailers’ ad businesses.

That was a clear theme of Digiday, Modern Retail and Glossy’s Retail Media Advertising Strategies event in New York City on Sept. 10. Representatives from many different brands and agencies said variations of this on stage through multiple panels.

Instead of simply determining attributable return on ad spend (ROAS), many speakers were especially interested in ways to measure incrementality. What incrementality attempts to measure is whether a sale happened because of a certain retail media spend or advertisement — or whether or not a sale would have happened even if the brand didn’t spend on retail media.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

,Read More

Storytelling has always been at the core of brand marketing. Now, with AI becoming more deeply embedded in creative workflows, marketers are finding new ways to scale emotional, multimodal narratives that connect with audiences across channels.

According to a recent study conducted by DMEXCO and Kantar, emotional advertising increases brand demand by more than 60%. In a dynamic and crowded landscape, emotional narratives — especially those that can be personalized, scaled and optimized in real-time — can drive greater impact.

“AI empowers brands to personalize storytelling like never before,” said Verena Gründel, host and director of brand and communications at DMEXCO. “By analyzing behavior, cultural context and preferences across channels, AI can tailor messages, visuals, video, audio and product recommendations to match individual needs.”

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

,Read More