Dan Marc

This week in Romania, I spoke about the obsession brands have with analyzing, automating, and optimizing, but not actually understanding. So many marketers I speak to are exhausted, feeling lost in never-ending tool updates and trapped on a hamster wheel. So, they try running faster than ever: building dashboards, writing prompts, automating campaigns… But the truth is, you can’t automate your way into connection, and you can’t analyze your way into trust. AI will help you move faster, sure. But if you ignore the human foundation (what your customers feel, their fears, desires, frustrations and more) you’re just moving even faster in the wrong direction. PSA: The real competitive advantage isn’t AI, it's empathy.

43

2 Comentarii

AI should assist humans in content creation, not replace them. I recently sat down with Sophie Toth of Rakuten Viber to talk about programmatic advertising, The Women in Programmatic Network, Messaging Apps, AI and more. The full episode is available to watch here - https://lnkd.in/e-6-g2gb Thanks to Lumen Research for sponsoring The Six Sells Podcast. The brilliant team at Lumen help brands to increase ROI by planning, buying, optimising towards real human attention. Follow Six Sells on LinkedIn, and select 'all posts' via the bell icon in our profile to make sure you get notified when new episodes of the podcast are published. #AI #Marketing #Content 

15

2 Comentarii

A groundbreaking study by WPP Media and Saïd Business School, University of Oxford, analyzed 1.2 million purchase journeys and confirmed what many of us suspected: only 16% of purchase decisions happen during the active search phase. The other 84%? They were already decided before the customer even opened Google. This is the power of Brand Priming, better known as the unconscious bias you build when no one is "actively considering" a purchase. It happens in the mundane moments of everyday life, where your brand either exists in people's minds or it doesn't. The idea that performance marketing is a customer acquisition machine seems correct at first glance, but what it really does is efficiently harvest the seeds that brand work has already planted. Without branding, what happens is simple and a bit cruel: you end up converting customers who were primed by your competitors. The study "How Humans Decide" also debunks 3 fundamental beliefs: 1. Receptiveness is not equal for everyone. About 23% of consumers are practically impervious to marketing. Investing in influencing them in the lower funnel is a waste of resources. 2. Touchpoints are not equal. The 4 right channels can be 2.5 times more influential than 4 random channels. And owned, shared, and earned (OSE) touchpoints are almost 3 times more effective at converting than paid media. 3. Category has more influence than demographics. Age accounts for only 21% of the variation in receptiveness, and gender represents about 3%. The factor that truly determines audience response is the category context. The conclusion is blunt for those who still rely on generic rules. If 84% of decisions happen before the active search, brand building isn't an add-on. It's the foundation. Performance without branding becomes a strategy dependent on long-term investments, whether yours or your competitors'. More details on this study: WPP & Saïd Business School, Oxford | "How Humans Decide" (October 2025): https://lnkd.in/d4UWkYfX #WPPMedia #BrandBuilding #MarketingStrategy #HowHumansDecide #PerformanceMarketing #BrandStrategy César Recalde

33

2 Comentarii

Programmatic DOOH is no longer “emerging” — it’s shaping the future of outdoor advertising. The Attitudes to Programmatic DOOH Report 2025 uncovers how agencies and advertisers are approaching this channel — from the drivers behind adoption to the objectives, measurement practices, and growth opportunities. With automation, data-led targeting, and real-time flexibility, programmatic DOOH is unlocking new ways for brands to connect with audiences in contextually powerful environments. The big question now: How will marketers harness these insights to make outdoor more measurable, agile, and impactful than ever before? https://lnkd.in/gKJVASTi #DOOH #Programmatic #OOH #MarketingInnovation #AdvertisingTrends

8

We have completed over 700 econometric modelling projects for our Clients, and now it's time for another groundbreaking step in data analytics, enabling even faster insight generation and clearer decisions based on data. YOTTA by Publicis Groupe Poland introduces COMPASS (Cloud Open-Source MMM Platform, Architecture, Software, and Service), which automates key stages of the modelling process, resulting in much more precise outcomes that are available in a very short time. Today, those who can make analytics-backed decisions quickly have a huge competitive edge. Feel free to contact our specialists at Yotta: Lukasz Pytlewski - Data Analytics Director and Anna Sakowicz – Chief Data&Analytics Officer I have attached the link to the full article in the comments #dataandanalytics #businessgrowth #YOTTA #PublicisGroupe

60

3 Comentarii

#RetailMedia ad spend in Europe is rapidly increasing. By 2025, Europe's retail media ad spend is expected to rise by 24%, reaching €18bn. From €4bn in 2019 to €30bn by 2028, the growth trajectory is impressive. What does this mean for marketers? - Amazon is the notable exception: While it dominates retail media networks (RMNs), its share of GMV (Gross Merchandise Volume) through retail media remains high. - Endemic partners like suppliers and large-scale retailers represent a significant portion of GMV, but other platforms are emerging rapidly. - The rise of non-endemic partners (like smaller advertisers and brands) is contributing to new growth avenues, although they still make up only 1% of GMV. ____________________ Curious about the future of retail media? Join 10XCREW at #RetailMediaDay on 15 May 2025! We’re giving away 3 FREE tickets to the event. Connect with us in the comments or send us a DM for a chance to win. It’s the perfect place to: - Explore emerging RMNs and their advertising potential - Hear from industry experts - Discover how to incorporate retail media into your 2025 strategy ___________________ Read the full insights by OC&C Strategy Consultants on: (https://lnkd.in/ed7TPfzg.) Image source: OC&C Strategy Consultants #RetailMedia #RetailMediaDay #DigitalAdvertising #eCommerce #MediaBuying #AdSpend #MarketingStrategy #EuropeanMarket #RetailTrends #10xcrew #MarketingInnovation #PersonalizedMarketing #FirstPartyData

11

Would you buy from a salesman who speaks with you in Russian or Italian? If not, then why do most brands, even regional ones, continue to speak with their audience in English. Regional content, based on category and cultural insights, is the biggest growth hack for small brands today. Here's how brands are winning. For one of our apparel brand clients, Bihar & Eastern UP are the key markets. Our content and influencers echo the local culture and language. The impact? 50% higher than average reach & engagement. For one of our beverage brand clients, we target only the Karnataka market. The entire social media presence including creatives, UGCs and influencers are Kannada based. The impact? Several viral campaigns and a near doubling of market share over a two year period. Both brands spent a fraction of what other brands spend, and still emerged as winners. The takeaway is simple: growth comes from being regionally and culturally relevant. By doing so, smaller brands can effectively compete, and even beat, national brands that have much bigger marketing budgets. English is a great unifier and works well in major cities, but the majority of the people in our country prefer to communicate in their mother tongue.

19

1 Comentariu

“Plaintiffs have proven that Google has willfully engaged in a series of anticompetitive acts to acquire and maintain monopoly power in the publisher ad server and ad exchange markets for open-web display advertising…” 👀👇 https://lnkd.in/dCRh_zxZ

37

3 Comentarii

𝐌𝐞𝐝𝐢𝐚 𝐩𝐢𝐭𝐜𝐡𝐞𝐬: 𝐚 𝐧𝐢𝐠𝐡𝐭𝐦𝐚𝐫𝐞, 𝐨𝐫 𝐚 𝐬𝐩𝐨𝐫𝐭𝐢𝐧𝐠 𝐞𝐯𝐞𝐧𝐭 𝐰𝐡𝐞𝐫𝐞 𝐭𝐡𝐞 𝐛𝐞𝐬𝐭 𝐭𝐞𝐚𝐦 𝐰𝐢𝐧𝐬? The growing pressure to maximize marketing efficiency is driving CMOs and CFOs to run media pitches. Everyone involved in the process has their own perspective on it. I’ve been on the media agency side for at least 200 pitches across the Adriatic region, and the experiences have varied widely. From the perspective of a former media agency professional, I can say that... 𝐏𝐨𝐨𝐫𝐥𝐲 𝐫𝐮𝐧 𝐩𝐢𝐭𝐜𝐡𝐞𝐬 𝐜𝐚𝐧 𝐝𝐫𝐢𝐯𝐞 𝐲𝐨𝐮 𝐮𝐩 𝐭𝐡𝐞 𝐰𝐚𝐥𝐥 𝐰𝐡𝐞𝐧: 📌 you’re up against competitors who are dumping prices, the client doesn’t recognize it, and isn’t aware of the consequences of hiring such an agency; 📌 the process is led by unqualified people who, once the offers arrive, compare apples to oranges because the brief was full of holes; 📌 the process lacks transparency, and you have no idea where you stand; 📌 you’re required to pour dozens of hours from several highly qualified people into it without any guarantee you’ll be even partially compensated for the work. That list could go on. But there are 𝐛𝐫𝐢𝐠𝐡𝐭𝐞𝐫 𝐬𝐢𝐝𝐞𝐬 to pitching, too: ✅ It’s a chance to build new business partnerships. Sometimes it’s time to end old ones and start fresh. ✅ Competition often brings out the best in agencies. To close: A pitch isn’t about finding the “last agency standing,” but about running a thoughtful process to choose the right long-term partner. At Media Auditing & Consulting - STARS Adria, we’ve prepared a guide: 𝐌𝐎𝐒𝐓 𝐂𝐎𝐌𝐌𝐎𝐍 𝐌𝐈𝐒𝐓𝐀𝐊𝐄𝐒 & 𝐅𝐀𝐈𝐋𝐔𝐑𝐄𝐒 𝐈𝐍 𝐌𝐄𝐃𝐈𝐀 𝐏𝐈𝐓𝐂𝐇𝐈𝐍𝐆. Link is in comments. What is your take on the matter?

29

2 Comentarii

🎙️ Key takeaways from Sir Martin Sorrell at Programmatic Pioneers Summit 2025: Europe continues to be viewed more as a cost-saving region than a growth-driving one — a mindset that must evolve if the region wants to lead in the next wave of innovation. The real opportunity? The application of emerging tech — not just AI, but also quantum computing and blockchain. Industries like automotive and finance are already investing heavily, spurred on by the pressure of low-cost Chinese market entrants. As global tariffs stabilise, expect a wave of deeper AI adoption across businesses. And inside agencies? Fewer art directors and copywriters — but those who remain will be sharper, more strategic, and more valuable than ever. #ProgrammaticPioneers #AI #AdTech #MarketingInnovation #MartinSorrell #GrowthStrategy #EuropeMarketing #FutureOfWork

17

2 Comentarii

Which are the most effective digital channels today? It's rare to see quality benchmarks comparing the importance of different digital media channels based on site analytics rather than surveys, so I found it interesting to see this useful benchmark from the 2025 Contentsquare Digital Experience Benchmarks. Their report is based on website interactions for their 6,000 largest clients using their analytics solution, based on a combined 90 billion sessions and 389 billion page views. Their customers are from a range of sectors including Retail, Financial Services, Telecom, Travel & Hospitality, B2B and Public Sector. Through 2024 and 2025 the growing importance of GenAI and increase in Zero-clicks caused by Google's AIOs have caused many to question the importance of SEO (again), but the ongoing value of organic search is suggested by this recent research showing that organic search is the top media channel for large businesses and still accounts for over one quarter of all website visits. Of course, if you get it right, it can be higher still, for example, for Smart Insights it still accounts for around 60% of all of our sessions (but down from 80% a few years ago). To keep our SEO competitive, I'm a big fan of SEO Gap analysis for SEO - it's a technique I developed many years ago when Google Search Console data showing the keywords driving visits to your site first became available. I have since extended it to use Google Analytics 4 Landing page reports assessing gaps where organic visits are arriving on your site through time as outlined at the end of this article. Many use third-party SEO tools to obsess over keywords, but I think it's even more important to keep a close eye on fluctuations on the visits to landing pages where organic visits are actually arriving is a powerful technique. My blog signposts the Contentsquare research and describes the process of gap analysis in more detail: https://lnkd.in/eHM6BtiM

46

8 Comentarii

Last week at the Ascendant Network conference in London, Florian Clemens, from Tesco Media and Insight Platform Media asked a deceptively simple question to the audience: “𝘞𝘩𝘢𝘵 𝘢𝘴𝘴𝘶𝘮𝘱𝘵𝘪𝘰𝘯𝘴 𝘢𝘳𝘦 𝘺𝘰𝘶 𝘮𝘢𝘬𝘪𝘯𝘨?” It stuck with me for a whole load of reasons. Because once you start looking, you realise just how many unexamined assumptions impact how retail media is viewed. And assumptions count. What underpins our assumptions? Biases often drive assumptions. I believe the two of the most important factors to be successful in retail media and in our business careers in general are -> Being an expert in our own specific domain, for example, retail media, adtech, selling, marketing- whatever our job is. -> Being an expert in understanding our own cognitive biases. The two big biases that matter, in my opinion, are ‘cognitive bias’ and the ‘availability heuristic’. In my latest InternetRetailing Retail Media column, I go into some detail about Retail Media assumptions that should be questioned - and that you should question. [The full column is in the comments.] So, let’s actually look at some of those assumptions and see where they are leading us. => Assumption 1: “Retail media is purely lower funnel” If you’re a classic brand marketer, this assumption is pretty common. The logic goes like this:   -> Retail media is based on search + is close to the point of purchase.   -> Therefore it must be “performance media”.   -> Therefore it can’t be “real” brand building. => Assumption 2: “In-store screens don’t build brands” => Assumption 3: “Agentic commerce will replace everything” [Agentic hype is classic example of recency bias in action.] => Assumption 4 – “Broad reach media good, targeted reach media bad” and its subset - 'Retail Media cannot build brands! Steve Gray addresses this one perfectly: ‘Retail media is the only marketing channel that delivers both mental and physical availability — the two scientifically proven drivers of brand growth. Penetration grows when presence grows. Presence grows through retail media.’ =>Assumption 5 – “Measurement in retail media is a problem” The real risk isn’t that retail media doesn’t work but that our assumptions are faulty. In an age of hot takes & AI-driven LinkedIn posts, it’s never been easier to offer a point of view that looks solid at first glance but falls apart under when you see the assumptions underpinning the statement. For retail media in particular, it’s worth asking yourself regularly:   -> What am I assuming about “brand” vs “performance”?   -> What am I assuming about screens in-store vs screens anywhere else?   -> What am I assuming about what counts as “real” reach?   -> Where am I using “measurement” as a stick to beat people with? As a practical test: write down your three biggest beliefs about retail media and ask, “𝘞𝘩𝘦𝘯 𝘥𝘪𝘥 𝘐 𝘭𝘢𝘴𝘵 𝘶𝘱𝘥𝘢𝘵𝘦 𝘵𝘩𝘪𝘴 – 𝘢𝘯𝘥 𝘸𝘩𝘢𝘵 𝘸𝘰𝘶𝘭𝘥 𝘪𝘵 𝘵𝘢𝘬𝘦 𝘵𝘰 𝘤𝘩𝘢𝘯𝘨𝘦 𝘮𝘺 𝘮𝘪𝘯𝘥?”

40

10 Comentarii

How does brand safety help publishers boost engagement and revenue? 📈 Watch the latest episode of #ContextualCuriosity, where Marko Johns, UK Managing Director Head of Agency, International at Seedtag, discusses why brand safety is a game-changer for digital publishing and how contextual AI helps create premium, trusted spaces for advertisers and audiences. 🔒 #BrandSafety #Supply #ContextualAdvertising

8

1 Comentariu