Adam Kasper

Today at Portada Chicago, I had the opportunity to sit in on a panel exploring what cultural relevance really means in today’s landscape, and more importantly, what it demands of us as marketers and leaders. Cultural relevance isn’t something you add on to a plan. It’s something you build from the start with intention, empathy, and a deep understanding of the communities you’re trying to serve. It’s not about chasing trends. It’s about recognizing signals, respecting context, and showing up in ways that are meaningful while still driving business outcomes. Reach gets you seen. Cultural relevance gets you chosen.

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Jennifer Kattula, could not agree more -> "Generative AI is transforming marketing and how brands engage with their audiences. As much as I love AI, robots will not replace human taste, craft, curation, or nuance" What a wonderful conversation with Kristin Reagan from Annalect. Highly recommend this read.

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✅🖥️ AdExchanger (5/23): “At AdExchanger’s Programmatic IO event in Las Vegas this week, a panel of experts from NBCU, Roku and Tubi (were asked) if programmatic buying will inevitably lead to a repeat on CTV of what happened with digital media publishers. The answers? A “no,” a “no” and a “maybe.” The group concluded, with fingers crossed, that audience scale and content scarcity will prevent commoditization from truly taking hold in streaming. Plus, there’s built-in scarcity – or there should be – when it comes to the ad experience. Adding another display ad to a webpage is less taxing on a visitor than adding another fifteen-second spot to a commercial pod on TV is to a viewer. Better data integration and “supply shaping” – as in, packaging inventory in a way that emphasizes differentiation – is one way Roku tries to differentiate from its competitors, Roku said. However, a Tubi rep – the lone “maybe” from earlier, in case the context clues weren’t obvious – was less dismissive of the concern that programmatic could eventually homogenize CTV publishers. “Programmatic environments traditionally lend themselves to commoditization,” Tubi said. “So, if you’re a publisher, you just have to be very adroit at navigating some of the challenges there and start to take control of the way in which your supply is brought to the market in programmatic channels.” ⬇️ #streaming #fast #programmatic #upfronts

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Another call for program-level buying in CTV. I wrote about this six months ago from the advertiser perspective. This needs to happen for both advertisers and publishers. It’s a win for both. Take a look: https://lnkd.in/eJvGknBe

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Jon Watts from AdExchanger “There’s this promise in the industry of completely accurate, deterministic data that matches sophisticated and vast advertising targets and attributes onto individuals and households,” Watts said. “This leads marketers to believe that when they buy against a particular target, they’re reaching that target – and, unsurprisingly, the truth is much more complicated than that.” This why Eaglecom talks more about economic media buying approach than precise targeting for nonprofits when it comes to to driving giving demand. https://lnkd.in/ewcJA37t

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Really appreciated being part of this conversation. Big industry shifts raise questions, but they also create space for new ideas and new ways of working. Chicago’s creative community has been through change before, and it always finds its footing.

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CMO’s and agencies are so enamored with bottom-funnel targeting tactics that they totally lost the ability to move people effectively—their judgement is out of balance with real needs today. The targeting down funnel ‘disease’ gives marketers a feeling that they aren’t being wasteful but so much is showing they aren’t being effective either. “This ….reveals …a fundamental mismatch. Respondents are applying bottom-of-funnel tactics to what they've identified as top-of-funnel brand building objectives.”

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AI search has been redefining the consumer path to purchase. In my latest piece for Mediapost, I dig into why this channel is rapidly becoming a top driver of conversions, and what brands need to consider to win in this new landscape. Read more here: https://lnkd.in/eW5cKf5R #BrandInsider #networkedexperiences #connectedcommerce

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