December 11

Addressability Relies on Data Insights That Ensure Proper Targeting

Addressable advertising is an important tool in helping marketers reach television audiences based on key criteria, providing enough precision to ensure campaigns are relevant to viewers. Accurate information about consumers underpins these vital media functions. Addressability is “about having that data layer and understanding that data becomes humans and humans are data, and being able to understand exactly who you’re targeting,” Lisa Giacosa, chief investment officer at Publicis Groupe’s Spark Foundry, said in this interview with Beet.TV.

SOURCE: Beet.TV

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SOURCE: Digiday

August 17

As Exverus Media creates its first AI chatbot, agencies wonder if they’re ready for prime time

“We have a lot of clients who are exploring consumer-facing chatbot experiences,” said Andy Maskin, vp of content innovation at Spark Foundry. “The tremendous engagement possibilities coupled with the relatively moderate cost of execution offer great ROI for brands.”

SOURCE: Adweek

August 10

Mattress Firm's Branded Podcast Drives In-Store Sales With iHeartMedia

Data from Mattress Firm’s podcast campaign with iHeartMedia, which ran in 2022, shows that the medium is driving sales. The retailer ran a branded podcast called “Chasing Sleep” with iHeartMedia’s Ruby content studio, which talked to experts and everyday people with unusual schedules, like ER doctors and ultramarathoners, about how to achieve good sleep. The campaign, which Mattress Firm designed with agency Spark Foundry, also included ad placements across iHeartMedia’s network.

SOURCE: Exchange Wire

August 1

Spark Foundry’s Kudzai Mubaiwa on the Challenges and Opportunities of Performance Marketing

Kudzai Mubaiwa, Head of Performance at Performics UK at Spark Foundry, recently engaged in a discussion with Lindsay Rowntree, COO at ExchangeWire, to explore the challenges and opportunities arising from performance marketing.

SOURCE: Ad Age

July 31

Ad Age And Meta Present The List 2023

We are honored to share that our CEO Sarah Kramer has joined Ad Age and Meta's The List 2023 alongside a select group of industry leaders and advertising, marketing, and media insiders. The List 2023 will launch a thought leadership series aimed at tackling the biggest industry challenges and showing how creativity can drive brands' growth.