The Automotive Industry is on track to spend an estimated 9.94 billion in advertising in 2017 with a compounded annual growth rate of 13.7% through 20201. Historically, the majority of paid advertising has gone towards traditional channels and budgets remain heavily skewed this way. As media consumption evolves to garner reach, advertisers need to avoid neglecting the lower funnel channels that are influenced by the upper funnel channels where media begins to converge.
MBuy is a longtime sponsor of Ad Age Small Agency Conference & Awards because we believe small agencies have big ideas and deserve acknowledgement and a platform to learn and grow. This year MBuy was provided the opportunity to deliver opening remarks for the event. Addressing current challenges in the space, our VP of Analytics, Neha Misra delivered a well-received discussion speech on how agencies can leverage convergence to transition from project to AOR status.
From Madison Avenue to Wacker Drive grumbles can be heard surrounding the importance or even the need for annual TV Upfronts. It seems every year we hear the same thing: “TV Upfronts need to change!” but here we are, another year later, talking about Upfronts again.
Sound familiar? Unstructured big data, traditional/digital channels, creative, brand lift studies, attribution - all happen in isolation. A disconnected repository of rich intelligence and the inability to make sense of it all - that’s been the reality and norm in our industry for quite some time now.
At the B2B Marketing Exchange in Scottsdale, AZ February 19th-21st the MBuy team met performance marketers looking to gain insights on how to optimize buying and sales cycles from a B2B perspective. Here are three key takeaways from the event:
Should the term “cable cutting” pose fear for advertisers who traditionally utilize cable TV as their primary advertising channel? The answer for now is no. People aren’t watching less video, they are simply changing where and how they watch them.
Highlights from the Modern Healthcare's 3rd Annual Strategic Marketing Conference where industry leaders discussed trends and best practices in healthcare branding and marketing.
Highlights from the 3rd Annual Hospital Marketing and Communications Summit where thought leaders from hospital and health systems discussed consumer-centric strategies to gain a competitive edge in a crowded marketplace.