Mark Hosbein

Google 🍪 announcement + Oracle 💰 settlement signal a shift to Consumer-centric advertising. The recent #adtech developments at #Google and #Oracle may seem disconnected at first, but they signify a significant shift towards consumer-centric advertising. Alongside Apple, these tech giants are embracing privacy concerns and strategically repositioning themselves by prioritizing consumers. This move aims to reduce risks and drive growth by empowering consumers, advocates, and next-gen companies to innovate new approaches in place of legacy adtech. The ripple effect is evident, with companies like Amazon and Meta expected to follow suit to mitigate the legal and financial risks highlighted in the coverage of Oracle's recent settlement. I transitioned from retail and ecommerce to adtech two decades ago with a vision to revolutionize advertising by attacking the inefficiencies of offline methods adopted in the digital realm. Seemed like an easy fix but it turned out to be a long slog. I also saw the inherent risk from cookies that hold adtech together to this day. Now it seems the consumer is finally getting a seat at the advertising table, and they don't like cookies or spam. For advertising and publishing businesses, the time is ripe to pivot towards alternative strategies in alignment with this evolving landscape. Seeking expert guidance to navigate these transformations could be the key to staying ahead in this dynamic environment. DM me for a chat or simply to chew the fat :) Google announcement - https://lnkd.in/gu9a-wba Oracle coverage- https://lnkd.in/gA9H-Fey My take from 2013 - https://lnkd.in/gB8QCjF

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If you’re thinking about what your Qual strategy looks like in 2025 and beyond, this new webinar with our own Liz White and Karen Lynch from Greenbook is a must see! Don’t miss it!

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Check out The Path https://lnkd.in/g_gAEVds for career reflections and advice from top Insights & Analytics leaders, across a variety of industries. What does it take to become the Global Head of Audience, Insights & Measurement for Uber? Take a look at Dorothy Ann Advincula’s career path for inspiration. Register to receive regular updates on featured leaders throughout 2024. #thepathtoinsights

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Revisit our foresight webinar exploring how Americans spend their time off the clock, where leisure will go in the years to come, and opportunities for brands. <https://lnkd.in/eiz8rNvM

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Unreliable data leads to unreliable results, like overvaluing and undervaluing marketing ROIs by 300% or more. Love to see this piece on the real-world limitations of MTA!

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Read more about how Ipsos and Paramount took a behind-the-scenes look at inclusion in advertising. https://lnkd.in/gZHrJ57P 🔦 explore our Impact Story and ERG toolkit 🙋‍♀️ reach out to learn how to leverage these solutions: [email protected] 🎞 revisit our recorded panel discussion 📚 read our detailed Point of View ❤️ bookmark our Insights to Activate series exploring a range of timely topics, featuring impactful insights today that you can activate tomorrow https://lnkd.in/gFF2XHt5

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Revisit our foresight webinar exploring how Americans spend their time off the clock, where leisure will go in the years to come, and opportunities for brands. <https://lnkd.in/eqzfCmmj

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Investing in Retail Media? Check out our latest ROI Genome Flash report here!

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Marketers need to move away from static brand growth models towards more dynamic contextual brand choice models that respond to the ever-changing context in which brands and their consumers live. Read why... https://lnkd.in/gMzfrhvY

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Sponsorships can work great, but they're not a slam dunk. The key to success is proper measurement - check out our latest ROI Genome report which includes best practices and guidance for more successful sponsorships!

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I thought this was a great example of how advertising goals can align with culture and impact. Transformative approaches to leadership need to be in alignment with other strategies, and with leadership and data being so tightly intertwined, it makes sense that forward-thinking businesses are thinking about advertising in the context of their long-term organizational goals. #Culture #Advertising #Leadership

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Ever wonder why some brands can charge a premium while others get commoditized? Our new Blueprint for Brand Growth report sheds light on just that. Our analysis of 6.5 billion attitudinal and shopper data points found that brands that reach “meaningfully different” status, addressing a spectrum of practical and emotional needs in unique ways that competitors don't, have much greater pricing power, higher brand equity and much faster growth. Learn more about how brands can extend their identity and become more differentiated in this @MediaPost article: https://lnkd.in/gHRSmHgw

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Virtual assistants should resonate with your target audience, build trust, and deliver exceptional customer experiences. Check out highlights from a recent Ipsos study on AI vs human support in this @Retail Today article featuring @Stephanie Bannos-Ryback: https://lnkd.in/eWzqPArC #Ipsos #CustomerExperience #AI

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I am delighted to share an enlightening article from Insight250 CEO Crispin Beale on the insight trends beyond AI. AI is dominating our conversation at the moment, so it is useful to remember the real issues that are impacting on our industry and effecting clients' businesses. I was particularly pleased to see Sir Martin Sorrell's perspective on the vital importance of measurement. At a time when CMOs are under increasing pressure to measure the impact of activity, the traditional metrics we have used for decades, like Share of Voice and Media Reach are eroding in their usefulness. When Crispin contacted me, I shared with him a Google Trend chart on search for Share of Voice (SOV) versus Share of Experience (SOE) - which he has kindly included - and was interested to see how SOE has been growing in popularity. Back in 2014 Keith Weed (CMO, Unilever at the time), wrote in an HBR article with other colleagues "we believe that the most important marketing metric will soon change from "share of wallet" or "share of voice" to "share of experience."" We are finding Share of Experience to be a superhero metric that has an extremely strong correlation with market share, and is helping clients to shine a light on how present their brand is in a real world context. I would love to hear more about marketing metric challenges that people are facing and the solutions that are helping them to address these. Brian Jacobs Karen Fraser MBE Renee Wynn Dana DiGregorio Clare Lawson Karen Nelson-Field PhD Jet Cooke David VanderWaal Pete Markey You are all people who's views I value enormously! #marketingmetrics #ShareofExperience #SOE #marketingeffectiveness

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PersonaBots - fueled by robust research and insights - are an engaging way to bring a segment or target to life for your team and stakeholders. Let us know if you'd like to explore a PersonaBot on your next project!

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"Warner Bros. Discovery saw TV advertising fall 13% in the third quarter of 2023, to $1.71 billion. Paramount Global registered a 14% dip in the same category, to the same figure, while NBCU logged a decline of 8.4% to $1.91 billion. Disney noted “a decrease in advertising revenue” at ABC and its local TV stations and “a modest increase in advertising revenue” at ESPN and around its other sports programming. Even Fox, which relies more directly on sports, saw its overall ad revenue fall by 1.6%. These results challenge the conventional wisdom that TV advertising will grow even with declining ratings because major advertisers can’t resist the power of the medium’s mass-market reach. Many observers were surprised to see the double-digit drops at Paramount Global and WB Discovery, both of which are heavily dependent on big bucks from ads to bolster the bottom line." by Brian Steinberg https://lnkd.in/gzdhFfTF

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