Some of the world’s largest organizations come to consulting firm PwC to address high-level enterprise issues such as AI, blockchain, governance and various industry regulations, but its latest TV commercial focuses on something much more basic: making the world a kinder place. In ‘One Random Act of Kindness,’ PwC uses a simple blankdrop where a […]
The road from uncertainty to opportunity could be a pretty daunting journey for a lot of companies, so in KPMG’s latest TV commercial, Joie Chen is making sure her guests have the kind of meal that will sustain them along the way. In ‘Food For Thought,” the consulting giant has the broadcast journalist convene a […]
Marketers may still be getting used to the concept of account-based marketing (ABM) but a B2B advertising startup called Influ2 is suggesting they begin thinking about person-based marketing, with an approach based on a “segment of one.” Based in Sunnyvale, Calif., Influ2 formally launched earlier this week with a platform that draws data from customer […]
B2B buyers want to feel “confident optimism” when they’re connecting with companies about a potential purchase or partnership, according to a survey of business professionals from Gyro. New York-based B2B creative agency Gyro developed its report, ‘The Business Feeling Index: The Feelings That Move Business Forward,’ by fielding questions to more than 300 readers of […]
Esther Willinger founded, and is director of Eden Advertising & Interactive, a progressive marketing agency, that includes a team of designers, web developers, programmers, writers, search engine analysts and marketing strategists. Since 1998, Eden has combined creative, technical and online marketing expertise to meet clients’ growth objectives. Esther’s talent lies in helping businesses achieve their desired […]
Best-selling authors, an indie singer-songwriter and a former U.S. Poet Laureate have all contributed to an online-only book-in-progress from Xerox that explores the future of work. The company this week launched the first phase of SetThePageFree.com, which features original stories with Lee Child (author of the “Jack Reacher” thrillers), musician Aimee Mann and poet Billy […]
Welcome to another round of B2B Conversations, our weekly roundup of the most shared and buzzworthly content on social media about a specific area of the B2B world. This week, we’re focusing on native advertising—a form of paid media that closely matches the platform on which it appears. From “advertorials” in print and online publications […]
Our sister company SqueezeCMM, an enterprise content measurement platform, launched a new module today for tracking conversion performance from native ads and branded content. It’s now the first platform that can track content responses across organic, paid, social, messaging, and native platforms. Mediacom said that the company’s classification engine allows for psychographic targeting. It also […]
If you’re currently using native ads for your business and want to increase conversions, check out this free webinar on Thursday afternoon, courtesy the SqueezeCMM team [a B2B NN partner]. On Thursday March 10 at 1 p.m.ET, SqueezeCMM’s Jennifer Evans will run this free webinar on how to effectively track your native ads to boost your […]
When assessing paid advertising, a recent battle worth watching is the performance of traditional display ads versus the emerging format of native ads or sponsored content. A new study uncovered revealing insights in how each performed on a specific network. Also, we interview an ad-tech insider to learn how B2B firms can leverage native ads. Findings from 1500 […]
Innovation Studio, Content Solutions, and various Time verticals are being bundled into into one entity, B2Bnn recently learned. The new agency will set up shop in Time’s Brooklyn satellite office and will be headed up by EVP of global advertising sales, Mark Ford. The Drive, a car-themed website, will be the first vertical serviced by […]
Terms like content marketing and more recently “brand journalism” have captured the attention of B2B marketers for some time. However, many people talk about brand journalism but nobody’s doing it. At least nobody’s doing it very well. That could be one of the takeaways from last week’s Content Marketing Summit at LinkedIn, presented by Ragan Communications […]
As technology evolves so do marketing channels. Traditional marketing covers display ads, billboards, TV, and radio. Digital marketing sees content reach consumers through a digital screen. Social media and mobile marketing, which are more sub-channels of Digital, merit their own categories given their growth rates. In previous years, all of these marketing channels would have […]
For 160 years, Reuters has been the standard bearer in journalism and news publishing. Known for its objective and high-quality writing, a lot of readers and websites turn to Reuters for the latest news from the world of business, economics, politics and technology. What if you discovered that the news wire service ventured into the […]
A native ad for Fidelity is on the cover of the latest issue of Forbes, which hits newsstands today. The ad is on the actual cover and it’s not part of a foldout or second cover. These ads would appear to depart from the American Society of Magazine Editors’ editorial guidelines, including the directive “Don’t Print Ads […]
The great debate among media, advertising and marketing professionals continues: Is native advertising a strong strategy? How you answer that question usually depends on where you ply your trade. The question has different meanings to different industries. Are native ads a threat? A trick? An opportunity? The future? Is it even fresh thinking or just an age-old tactic varnished with a […]
