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 The Oxford English Dictionary defines “timeless” as “not affected by the passage of time or changes in fashion.” There are few things that are as timeless as having a measurement plan, which has long been en vogue and is a cornerstone to the success of any marketer. The content of measurement plans may have shifted some over the years, but with recent advances in data availability and analytic techniques, having a well thought out … Guiding your organization’s plan to measure success

What’s happening? Apple released the latest mobile version of its operating system, iOS 14, on Sept. 16. The release prioritizes privacy and safety much like Safari’s ITP release in 2019. The update forces mobile users to opt in to device tracking and is a significant change to the current opt-out environment. When a user doesn’t … iOS 14 Means Big Changes for Mobile Advertising

What’s happening? In an earlier blog post we focused on how home and building brands can capitalize on the current environment to better connect with consumers. But there are other audiences that can influence the path to purchase: contractors and dealers/distributors. Both contractors and dealers/distributors play a critical role in the decision-making process for home … Channel support can be key for building products

What’s happening? Less than two months out from a polarizing election, all the evidence suggests consumers are tense, anxious and tired. And due to the COVID-19 pandemic, they’re engaging on social media more than ever. According to Pew Research, nearly half of users surveyed said social media is “very or somewhat important to them” as … Brands can be respite as consumers grow more weary

What’s happening? Since the beginning of the coronavirus pandemic, as consumers found themselves spending significantly more time at home, the building products industry has seen a considerable uptick in sales. Fifty-one percent of homeowners said they did a home improvement project between March and May, and the building material and garden category is up more … Building Products May Be Missing Big Opportunities

What’s happening? The self-proclaimed “front page of the internet,” Reddit has seen immense growth in traffic since the start of the COVID-19 pandemic. The network of interest communities reported 20 to 50% traffic increases the first month alone on subreddits related to business, finance, news, education, travel and sports, according to an Adweek report. And … Underappreciated Reddit worth exploring for brands

What’s happening? Last night in an unprecedented move, President Trump issued an executive order banning TikTok and sister app WeChat in the United States if the Chinese-owned company is not sold in the next 45 days. This marks another huge hit for TikTok, which has become so popular with teens and young adults. The President’s … With TikTok in danger, Reels offers brands alternative

What is happening?  The Stop Hate for Profit movement, which called for brands to pause Facebook advertising during the month of July, is not going away. Organizers are still hard at work advocating to stop racism, antisemitism and hate on Facebook.  Over the past month, the coalition of U.S.-based organizations has extended its reach globally, with support from over 220 organizations across Canada, Britain, Germany and other parts of Europe. The movement, … What’s next for the Stop Hate Facebook boycott?

What’s happening?   With pandemic cases consistently on the rise, the travel industry continues to suffer. Nearly half of Americans have no plans to travel for the remainder of 2020, and travel marketers are scrambling to figure out their next steps.  But while traveling isn’t for everyone right now, there is a glimmer of hope. According to Destination Analysts, roughly a third of travelers plan to take a trip sometime this fall, and slightly more are at least somewhat excited to … How travel brands can target willing consumers

What’s happening? TikTok has been the most downloaded app in the United States, but is once again mired in controversy. The app, once full of potential for marketers as outlined in this January post from our Think 2020 series, has recently been accused of stealing biometric data from children under age 13 and drawn increased … Brands must weigh dangers of embattled app TikTok

What’s happening?  One of the most meaningful and anticipated landmarks in the advertising industry are the Upfronts, when networks parade their new show lineups and try to woo advertisers with elaborate in-person presentations and celebrity guest appearances.     The Upfronts are TV’s Super Bowl, capitalism at its best: a bidding war between ad buyers and networks, as agencies scurry to secure ad placements for their clients on the season’s most promising shows.  In a normal year, … Brands should plan now for uncertain TV ad market