Navneet Virk

With geotargeting and first-party data, advertisers can deliver personalized messages to their audience, fostering stronger connections and ultimately improving the effectiveness of their advertising efforts. Take Pedigree's new campaign, "Adoptable". To get a little technical: By blending proprietary technology-driven insights with imagery and using targeted ads based on location and pet preferences, this campaign is creating visibility for shelter dogs and decreasing the amount of time it takes for them to find their "Furr-ever" homes! For more information on this stellar campaign go to: https://lnkd.in/ey2y237F #ads #digitalads #generativeai #aixcampagins #brandmarkstudios

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Most marketing professionals believe AI will significantly enhance ad targeting in the retail media space. Dive into the insights from a recent survey of 200 CPG advertisers. #RetailMedia #AI https://bit.ly/3vtKiWP

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Breakthrough Ai tool for the post-cookie programmatic media era. A must see if you are in this space! #programmatic #cookieless #AI https://lnkd.in/g-PxKszh

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👀 Check out this session on navigating the evolving terrain of generative AI in Market Research with Forrester’s Thought Leader and Industry Leaders from buzzback and Quadrant Strategies. Discover how AI can align with your #qualitativeresearch objectives leading to practical applications that will help you gain next-gen #insights and save dozens of hours per project and thousands of dollars. 📹 Watch Now: https://lnkd.in/ghKdcHu3 #MarketResearch #QualReserach #GenAI #GenerativeAI #ResearchAgency #MRXAgency

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Yes, we're using #AI more for search, but Google remains the go-to. Dive into Ann Gynn's advice from her analysis of Neil Patel's domain ranking trends.⤵ My favorite? Stick with the EEAT formula, stated Ann. 👏 "Google really does favor content that follows its Experience, Expertise, Authoritativeness, and Trustworthiness principles. (Neil says it’s even more important to help Google’s AI today.) "Simply put, create well-written content that answers your targeted users’ potential questions with credible sources. Don’t forget to showcase your (and other creators’) experience through author bios and profiles on the page." True story, Ann! #AudienceFirst #GoogleStillRules #TheTilt

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Google analyzed 8,000 top ads with AI. This shows the potential of using AI to analyze lots of content, but... (1) Some of what they found is tried and true: " Successful ads continue to open with a strong hook, lean into pop culture references and trends, use popular or catchy music tracks, and engage audiences with humor." So, established heuristics may be just as important as novel findings. (One I remember reading about, I think in the book Made to Stick, is about "visual analogy and extreme consequences" being a powerful ad combo.) (2) As in finance, something important in advertising is "alpha"—doing something different to distinguish yourself. If AI just leads everyone to follow the same patterns, they won't get the same alpha as the innovators. So, one factor that probably doesn't get factored here is simply the role of innovation—being the FIRST to do some of the things the AI observed. Google blog post here: https://lnkd.in/de3_kRHJ

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Generative AI tools clearly hold great potential for advertising and marketing—recent data from Forrester show 61% of U.S. agencies are already using them, while 30% are exploring use cases. But, as the analyst house also noted, some ad agency employees are still resisting the technology. According to Philippe Krakowsky, CEO of Interpublic Group (IPG)—one of the biggest players in the ad world—the solution is simple: agencies have to overcome resistance “in the same way that you get people to show up back in the office past the pandemic.” “There clearly do need to be non-optional mandates,” Krakowsky told #BrainstormTech. Read more: https://lnkd.in/eu-RgRBs

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Marketing mix modeling (MMM) is seeing a renaissance. In 2023, 60% of US advertisers reported that they were using MMM, and 58% of those not using it were considering doing so in the future. And it’s for good reason. A Deloitte study found that C-Level leaders who placed high importance on marketing mix modeling were over 2 times more likely to exceed revenue goals by 10% or more. No wonder then that companies are rushing to implement MMM. But what does MMM enable you to do? How can you implement it in your organization? This guide, rooted in MASS Analytics’ expert approach to marketing mix modeling, is designed to answer that.

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Even amid Google's delayed cookie deprecation plans, this is the year for ad industry transformation. Companies need to consider whether they do that through M&A or other one-time investments. MadTech CEO Bob Walczak explains the pros & cons of each approach in AdExchanger today. https://lnkd.in/dFCE-hdU

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I think Apple kicked off the era of personalized AI, and now Midjourney has followed with its own personalization feature. This one isn't for the "normies" like Apple's offering, but it's still important and interesting. After users give sufficient feedback to Midjourney, via at least 200 hundred rankings of image pairs (kind of like a personal RLHF), they can apply their stylistic preferences by appending the tag "-p" to their prompts and entering a unique code. This code is unique to each user on Midjourney, and you can share it. I think this is really useful, and raises all kinds of thoughts for me: • Are generation and curation merging? To date, we've had to generate a lot of AI images, etc., and then choose from amongst the generated outputs. But if our preferences get baked into the original output, we'll probably have to do less of this. • Will codes for people with great taste or unique styles become valuable in and of themselves? Will users be able to monetize their taste via personalization codes? • Will Midjourney ever allow people to create different preference "palettes," rather than only having one set of stylistic preferences? What if I have a certain preference for, say, anime images than I have for, say, sci-fi spaceship renderings? Lot to think about here, even though it seems like a minor feature. Nick St. Pierre has a good thread on this on X here (image below is from his thread): https://lnkd.in/gvDcQVYG

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What is the distinction between T-commerce and shoppable TV? How do T-commerce and shoppable TV differ in terms of attribution models? How might consumer receptiveness impact the evolution of shoppable TV technology? Read the following article from AdExchanger for more insight: #IdentifyingFromAfar #tech #marketing #hiring

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AI fever sure is driving the temperature up on Google 🤒 This feels like the quickest, most intense, (and arguably... unwanted? Lol 😬 ) transition that I've ever witnessed in search engine marketing over the last decade. But love it or hate it, Google (like Tom Petty 🎸 ) is not backing down. They're making sure that AI is a big part of their search experience, and your SEO/SEM success pretty much hinges on how well you can adapt to that. Search Engine Land had a great writeup here that we shared around the team! I'd recommend giving it a read so you can ensure your paid campaigns are up to snuff. 📈 Over here at Equicity, we've been making the correct steps to ensure our clients are WELL ahead of the curve 😎 #digitalmarketing #strategy

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Ready to learn about AI overviews and Generative Engine Optimization? Join Danelle C., Jen Cornwell and I this Friday on the Ignite Visibility YouTube Channel. What you will learn! 1. What Google's AI overviews are 2. Why brands need a complete Brand Sentiment Analysis to see what ChatGPT, Gemini, and Copilot say. 3. How to do competitor research to understand what businesses are being recommended for important keywords. 4. How to do topic overview analysis to review the content that produces AI overviews And more! Set a reminder on YouTube here. https://lnkd.in/dmPRhAen See you there! #seo #generativeengineoptimization #ai

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After delaying its self-imposed deadline to drop cookies on Chrome twice, Google announced it will push its cookie deprecation deadline for the third time after promising it wouldn’t. Check out why they did this! #ATDPartners #advertising #Google #Cookies #CompetitionandMarketsAuthority #DigitalAdvertising 

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