In today’s performance-focused marketing economy, there is a priority placed on immediate revenue returns. While this is critical for the short-term, especially for brands who are looking to quickly scale, it’s important not to lose sight of the long-term effects on the brand. If every dollar spent on marketing and media must have an immediate impact on revenue, it may be easy to disregard the need for brand building and nurturing brand affinity with customers. Without regard for the brand, media can quickly become a slippery slope of competitive brands, with little differentiation, bidding for the same audiences and caught in an efficiency sprint to the bottom.
Company Rings in its First Anniversary with 30 Percent Month-Over-Month Growth. BrandVerge, a premium advertising marketplace for media buyers and sellers, today announced the appointment Scott Schiller, Senior Media Executive, formerly of NBCUniversal, to its all-star Advisory Board. The company is celebrating a successful first year in business, experiencing 30 percent month-over-month growth, adding 257 active accounts to its platform. On the heels of this momentum, BrandVerge is announcing BrandVerge 2.0, a series of product enhancements designed to enrich the user experience, speed marketplace connections and inform decision making for the entire premium advertising ecosystem.
We recently wrote an article for Martech Series outlining why marketers find Gen Z consumers hard to pin down, and recommended some helpful tactics that marketers can use to successfully target this evasive generation. Read on to learn more!
The proliferation of technology has not only shifted the way we’re able to consume media but also how much we’re able to access at any given time. Needless to say, there is no shortage of content, experiences, and platforms at our fingertips. So how are brands supposed to differentiate themselves and create lasting relationships when audiences are demanding more from their content? This requires marketers to reach deep into the core of their brand and surface meaning for consumers that is showcased in a truly authentic way.
In our latest BrandVerge 5 for 5, we caught up with Corey Buller, Media Supervisor, at Harmelin Media. He not only shared insight into Harmelin's wealth of local market knowledge but also how B2B brands have harnessed branded content to engage and educate audiences with storytelling.
Selecting a media partner is not as tricky as it seems. The best way to get started is to put yourself in your target audience’s shoes or - better yet - talk to friends and family who align with your audience and ask about their media preferences. Use this exercise to build out a consideration set, or exhaustive list of media companies that align well with your target audience. What you’ll want to understand are things like...
This week’s 5 for 5 features not one, but two industry influencers: Alicia Muntzner,CRO at DailyMail.com, and Jon Hopper, VP of Business Development at DailyMail.com.
The Daily Mail is a daily publication based originally out of London, but with a huge presence and following in the United States, and around the globe. We had the privilege of speaking with Alicia and Jon at their NYC office for DailyMail.com in New York. The publication writes over 1,600 stories a day, covering a wide range of topics, with a dedicated writing staff of 800. Readers come to The Daily Mail to read about everything from paranormal activity to celebrity gossip and breaking news. Alicia and Jon also take a minute to discuss the importance of the mobile web and Daily Mail’s influencer reach.
Developing and distributing branded content feels like it has become more complicated than ever. It’s hard to navigate and understand what’s possible, especially as the players continue to evolve and the field continues to grow. What program types are available? Who can help my brand create the right content? What are my options? Which media companies can produce programs that are right for my brand?
We are excited to welcome Adweek as a publisher on our premium marketplace! In the spirit of collaboration, BrandVerge and Adweek have issued a press release about their exciting partnership. Click on the link below to read the full announcement.
In the latest installment for our 5 for 5 series, we feature Kate Brodock, CEO of Women 2.0.
Women 2.0 works with female and minority-founded companies to support them in the male-dominated tech industry, encouraging diversity and an inclusive workplace. According to their website, only 30 percent of tech workers are women, 10 percent are female founders, another 10 percent are female investors, and 24 percent are women sourced in the news. Women 2.0 hopes to eliminate this disparity and create an equal playing field for women and minorities along with the men who continue to dominate the space.
The word “content” is used very liberally in the marketing world. It can mean anything from a short 0:30 second TV spot or small online banner ad, to unique editorial or a custom mural commissioned by a local artist. Consumers, on the other hand, have a much more narrow point of view. They believe that marketing content must have a purpose and deliver value - value can be literal (perhaps a coupon or promotional code) or perceived (new information), but the purpose is what matters most in the decision to pay attention or - more frequently - tune out.