DTC marketers are taking a closer look at their TV ads’ impact on search-driven traffic in order to keep their costs down and performance up.
| Today marks the first day of 2019's Cannes Lions, but even if you're not in France, we'll be providing updates on advertising's biggest festival. Meanwhile, you can read all about how DTC marketers are investigating their TV ads' impact on search-driven traffic for cost purposes and how Pinterest is trying to win over DTC brands. Direct-to-consumer marketers are taking a closer look at the relationship between their ads running on TV and the search traffic to their sites and apps, in order to keep their costs in check and improve the return on their growing investment in TV advertising. The fight for the future of TV, a podcast with Vice's Dominique Delport and a detestable new marketing jargon highlight the first day of Cannes Lions. See what else happened here. On Modern Retail, Pinterest is betting on direct-to-consumer brands to help fuel its growth as a now-public company, but marketers are still wary of the platform's value as a customer acquisition tool. Other things to know about Hear from leaders at WeWork, Dunkin’, DraftKings and more as we discuss measurement, fraud, partnerships and frenemies at the Digiday Brand Summit in Napa. Tools like “artificial intelligence” and “business intelligence” often miss the human element. The empowerment of traditional marketing experts sets “marketing intelligence” apart. Click to learn: WTF is marketing intelligence? Sponsored by MiQ. | | |
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| Sponsored by Cheq | | Why advertisers turn off brand safety controls | | Several years into the struggle for better brand safety, there is widespread dissatisfaction, as new research shows that blunt brand safety tools are stifling reach and content for both the demand and supply side. | | |
| Sponsored by Vevo | | The video star will never die: Music videos come home to TV | | Music video never died. Just look at the past decade: From Anaconda to Bad Blood to Despacito, the format has perpetually captured the public imagination while creating digital ad revenue, propelling album sales and song downloads and driving subscriptions to streaming services. | | |
| Sponsored by Unruly | | Browser updates and outdated KPIs: Why silence is golden in video | | It’s a tense time for publishers. On average, desktop traffic is declining in favor of mobile. In the US, 63 percent of online traffic comes from smartphones and tablets, which means that desktop display traffic, currently sold via direct sales team and SSPs, is also declining. | | |
| Modern Retail | | The founders of Unilever-owned Schmidt's Naturals are launching an editorial site for entrepreneurs | | Supermaker, which launches today, is a new media site founded by Schmidt and Cantino focused on telling the stories of entrepreneurs, particularly women and people of color who are launching consumer brands with a “conscious agenda” according to Cantino, as well as sharing career and business advice around topics like raising investment funding and commanding successful social campaigns. | | |
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