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Ad Age Creativity Lookbook Datacenter Resources Events Careers On Campus Follow Us: Log In Subscribe Now Ad Age Menu Close Ad Age Search Menu logo sections Subscribe Now Log In Ad Age Creativity Lookbook Datacenter Resources Events Careers On Campus Close Marketing Intelligence Marketing Practices The power of an expanding OTT universe OTT is here to stay: As more and more consumers seriously consider cutting the cord—by 2022 the number of OTT service users in the U.S. is expected to reach almost 200 million—marketers are increasingly drawn to OTT as a more targeted alternative to linear TV advertising. Sponsored by DISH Media Sales. Z: A generation redefining health and wellness Marketing health and wellness to Gen Z? A new survey by Student Affinity Network UNiDAYS finds that this generation born in the mid-1990s sees physical fitness, healthy eating and mental well-being as interlocking pieces in the greater holistic view of their lives. This free white paper offers health and fitness marketers tips on how to win over this influential generation not just now, but for life. Sponsored by UNiDAYS. Gen Z: Decoding the Digital Generation Gen Z is the most digital generation yet. Born after 1997, this group has been growing up right along with the internet. Digital may very well be their first language, no matter where they live. And yet marketers that try to reach Zers through digital-only campaigns are missing their target. Why? A new study by global Student Affinity Network UNiDAYS turns five key “facts” about Gen Z on their head. Sponsored by UNiDAYS. Measuring content for success Marketers are grasping the power of content, whether owned, paid or earned, and its ability to connect with consumers through a vast array of channels. But with this opportunity comes challenges. Because with the new emphasis on content, marketers now need to abandon traditional measurement methods and adopt a consistent, cross-channel approach to measuring and improving their content success. Sponsored by SimpleReach. The Promise and Power of Local Marketing Local marketing is growing as an increasingly critical component of personalized engagement with customers. Yet the second annual Ad Age-DAC survey of marketers found that some are pulling back just when they need to be investing more in local. Why? Because they view local as too hard—but those marketers that neglect local for short-term ease will lose out in the long run. Sponsored by Dac. Meet Gen Z: The Traveling Generation A new survey from Student Affinity Network UNiDAYS finds that almost 99 percent of Gen Zers say they like to travel. For marketers, college-age Zs represent new challenges, but also new opportunities to gain loyal customers at a young age. Need more convincing? Gen Z makes up 26% of the U.S. population and already controls an estimated $143 million in spending power. Sponsored by UNiDAYS. Refocusing the Role of Creative The fast-changing, multilayered digital world has created challenges for even the world’s largest marketers. Here’s how a creative management platform–a cloud-based technology that enables real-time, actionable creative production, distribution, measurement and optimization–can help. A creative management platform can provide a powerful creative lever to make advertising more effective. Sponsored by Celtra. Building a Smarter Social Strategy Savvy marketers understand that a successful social strategy goes well beyond organic posts and number of fans. Social offers a variety of paid, owned and earned media elements, each with a vital role to play. Here are successful case studies that show you what specific tools, from Facebook Carousel ads to Instagram Link ads, delivered to boost e-commerce efforts, raise brand awareness and drive sales. The Marketer’s Guide to OTT Over-the-top television is growing rapidly as traditional TV falls victim to increasing numbers of cord-cutters, cord-nevers and cord-shavers. With viewers watching on laptops, tablets and smartphones and via game consoles and other attached devices such as Apple TV and Roku, this form of connected TV is catching on quickly—giving marketers new opportunities to pinpoint specific audiences for select brand messaging. Here’s what you need to know to take advantage of OTT. Why Quality Matters Do you understand and know how to evaluate the location data that you use for your mobile campaigns? Respondents to an Ad Age survey conducted on behalf of Factual found that data quality is a top concern of marketers and agencies. Learn what questions to ask to discover how location data is sourced, how to best use this data in campaigns, and what metrics you should be using to measure results. Follow the Content Digital video continues to gobble up a larger and larger share of marketers’ media spend and eat into traditional TV budgets—with the trend projected to only accelerate. With that spending increase, a sizeable majority of advertisers believe that, as with TV, context in digital video matters; they are now focusing more intensely than ever on contextual targeting when placing ads on digital platforms. A new study from Ad Age and ZEFR reveals what the market thinks about contextual targeting. The Digital Ad Future Isn't New Tech-It's People As brands increasingly turn to programmatic media buying to efficiently target consumers, they’re finding that while technology is important, their biggest challenge is figuring out the best way to manage—and staff—this growing investment. Rounding Out Your Omnichannel Strategy Though substantially different in many ways, digital audio and native advertising share the promise of giving users an organic experience—more seamlessly integrated into content, and better aligned with the audience’s current activity and interests. Both publishers and programmatic technology providers are putting their weight behind native and audio as key elements of advertisers’ overall media strategy. This report gives you what you need to know about buying programmatic audio and native. Building a Smarter Social Strategy Savvy marketers understand that a successful social strategy goes well beyond organic posts and number of fans. Social offers a variety of paid, owned and earned media elements, each with a vital role to play. Here are successful case studies that show you what specific tools, from Facebook Carousel ads to Instagram Link ads, delivered to boost e-commerce efforts, raise brand awareness and drive sales. Tapping Into the Power of Local to Deliver Revenue “Local” has become a marketing channel unto itself – an ever-expanding platform from which brands can deliver paid media, social engagement and a host of other tools to consumers in that last critical mile closest to purchase. But how to harness the power of local in the most effective way? Here are tools and tactics to help marketers execute local campaigns that deliver results. CREATIVE: THE FUTURE OF MOBILE VIDEO ADVERTISING Brand advertisers are making mobile video one of the fastest growing segments in digital advertising. But for this growth to continue, new emphasis will need to be put on creative to meet the rising expectations of consumers and take advantage of the medium’s unique opportunities. PROGRAMMABLE: MOVING BEYOND PROGRAMMATIC Big data, digital transformation and audience buying are changing the way marketers think about campaigns. Programmatic is no longer enough to help brands stay on top of everything in this rapidly shifting marketplace. That’s where programmable comes in. Programmatic and the Rise of Digital Audio In this age of mobility, the intensifying interest around audio is being driven by a simple fact: Consumers love digital audio. And marketers are taking notice. As the new Ad Age survey with The Trade Desk discovered, smart marketers are using programmatic technology to take advantage of this rapidly growing area. Programmatic: The Future of Television The 2016 Ad Age-Trade Desk Programmatic TV survey reveals ...