Marketing

Marketing

I'm not a runner, but I love to watch the relay.

The actors are reprising their roles from Apple's Mac vs. PC ads playing the personifications of a name brand and the alternative-but now for weight-loss drugs. Long personified Mac in the original Apple campaign by dressing in a more youthful, casual way than Hodgman, who personified a stuffy, dorky PC by wearing glasses and a suit and tie with a closely cropped haircut. (Think Steve Jobs versus Bill Gates.) In the Apple ads, Mac was always portrayed by Long as more cool and capable.

That's a line that will drive the linear hardcore into testing the more addressable medium. Easing these concerns, the study compared the reliability of each platform in delivering what was paid for. BVOD was found to be the least risky of all video channels, delivering 20% variance compared with the median return. This was closely followed by linear TV with a variability of 24%.

The brand sits right at the warm, gooey center of everyone's subconscious. That's how Hershey's bars can sell on American store shelves for 125 years, in the same boring candy bar wrapper - dull gray letters on a field of brown - without much emphasis on paid media at all. So when Hershey's takes the rare step of overhauling its brand marketing creative and communications platform, it is news. And this Wednesday marks the beginning of Hershey's first major brand marketing campaign since 2018,

CMSWire's Marketing & Customer Experience Leadership channel is the go-to hub for actionable research, editorial and opinion for CMOs, aspiring CMOs and today's customer experience innovators.

With digital trends accelerating, it's more important than ever that marketers know how to build strong, data-driven marketing strategies. Data-driven marketing is a type of marketing strategy that is based on using consumer information to develop and optimize marketing campaigns and messaging. It is extremely impactful because marketing efforts are based on online trends and are specifically tailored to the organization's target audience.

I have zero sense of direction, so when I travel, I rely heavily on my Google Maps app. Before I take a road trip, I mark the points where I need to go, where I will stop for breaks, and how long it will take to get to my destination. A content strategy is the same premise. Content is created to guide users on where they need to go, the stops they need to make along the way, and the destination they should arrive at.

As we contemplate a future of self-driving cars, Cameron Clarke finds out that there's still some way to go in convincing the public to cede control to machines. John Reynolds explores the almost unimaginable opportunities a driver-free society presents for advertisers. Design will play a large role in gaining public acceptance and mass adoption of driverless technology, so The Drum takes a look at some of the weird and wonderful concepts seen so far, and asks designers what challenges remain.

Designed by Line with the programming work created by Work Interactive, the site includes a list of upcoming events, a Who's Who of members, links to industry news and exclusive access to a wide range of industry research and training. Nick Creed, explained: "The website will provide a platform for networking events, training and indepth content. Over the coming months the research and reports will expand, along with additional video content building into a valuable resource for the members."

The fastest ad spend recoveries were naturally attributed to the hardest-hit sectors of out-of-home (OOH) and cinema, with the former at 46.4% and the latter at 2,208.2% (cinemas shut during the pandemic, remember). TV was alone in seeing a decrease in ad revenue in the last quarter (-0.6%). It's worth noting that spending in TV is diversifying across new channels (that broadcasters often still own) such as broadcast video-on-demand (BVOD) (+9.3%).

Marketers need to understand who their target audience is before attempting to reach them, and that means sifting through a seemingly endless amount of consumer data generated from disparate channels and technologies. Taking a centralized approach with data can be overwhelming but implementing an audience-first mindset to campaign strategies can lead to more efficient and productive outcomes. It puts your core audience at the center of your initiatives.

When you participate in a major tech event, you naturally want to stand out. Print materials can ensure making a professional first impression. In this article we look at how you ensure that your tech company's exhibition stand definitely stands out. Even if you participate in 2026 at the Web Summit in Portugal, the London Tech Week, TechEx Europe in the RAI Amsterdam or FOSDEM in our own country (Brussels). Which HelloPrint print materials are suitable for dressing up a booth?

Google has been coveting lucrative TV ad budgets for more than a decade. But despite stats showing that an increasing amount of YouTube viewing takes place on TV sets in the living room, its ad sellers faced a hurdle. Many advertisers and agencies classified YouTube as "online video" or "social media," treating it as a separate part of the media plan from TV.

Two decades after its first upload, YouTube is entering its next chapter with a refreshed global marketing identity developed in-house by YouTube Creative Studio. Rolling out across Shorts, Music, TV, Premium and Kids, the system is designed to unify a brand that now lives across formats, screens and cultures, while staying rooted in the content that made it a cornerstone of the internet in the first place.