The NEXT!LETTER November 2024: Events, Insights, and Global Success Strategies

Welcome to the latest edition of NEXT!LETTER, where we bring you insider insights and industry updates to elevate your brand to the next level.

This month, we’re gearing up for the upcoming NEXT! Conference and the SMARTIES? Gala unveiled the latest findings from YOC’s high-impact advertising study, explored Visa and Analytic Partners' transformative work in commercial analytics, and shared essential strategies for marketing success across borders. Discover how AI and sustainability are shaping innovative, future-ready solutions for today’s businesses.

Register for the MMA NEXT! Conference

Join us at the MMA NEXT! Conference in Berlin on December 4th! This exclusive event will bring together industry leaders to discuss the latest trends and insights in media and marketing. Don’t miss the chance to connect with top experts from Google, SNAP, LinkedIn, and more.

Register now to secure your spot!

Are you ready?for the MMA SMARTIES? Awards Gala?

Save the date and get ready to celebrate! Berlin will once again be the stage for the MMA SMARTIES? Awards Gala. Join us for a day packed with insightful discussions at the MMA SMARTIES? NEXT! Conference, and then wear your dancing shoes as we honor the brands and campaigns that created advertising magic this year.

Purchase your tickets now!

Unlocking Attention: Insights from YOC Research Study on High-Impact Advertising with LUMEN

In today’s fast-paced digital world, attention is everything. The latest study of YOC with Lumen Research examines how innovative ad formats are transforming the global attention economy. With consumers facing countless ads each day, capturing focus is a challenge—but does high-impact advertising truly make a difference? This research uncovers how specific ad formats influence attention in today’s fragmented media landscape.

Here is a sneak peek into the main findings:?

• YOC Ad Products generated up to?5.8x more attention?than comparable standard formats.
• Increased Brand Recall:?More than every second person?can name the brand advertised in YOC Ad Products, indicating a strong correlation between high-impact formats and brand recognition.
• Extended View Duration:?The average view time of YOC Ad Products is up to?215% higher?than that of standard formats.

Download the full?study to read more: ?https://yoc.com/resources/lumen-research-focus-attention

Reaching B2B Decision-Makers with CTV

Explore new research from Magna and LinkedIn on how B2B brands are effectively using Connected TV to engage decision-makers. Discover the strategies that are catching the attention of professionals and making an impact in the B2B landscape. Here is the full study:?Magna-LinkedIn-CTV-Catching-the-Professional-Eye.pdf

You can also find the blog article here:?[New Research] How B2B Brands are Reaching Decision Makers with CTV

Visa and Analytic Partners team up to transform Commercial Analytics

In an exclusive, multi-year partnership, Visa and Analytic Partners are blending their strengths in data and commercial intelligence to help merchants and brands unlock more growth potential. This collaboration introduces a suite of new solutions to optimize spending, deepen customer insights, and elevate ROI.?Dive into the details?and discover what this means for the future of Commercial Analytics.?

Going global: Marketing success across borders

Implementing a global measurement framework is no small feat. Striking a balance between universal metrics and local insights can be challenging – yet highly rewarding.?Analytic Partners’ latest research, written in German, outlines four strategic approaches to building effective, multi-market measurement programs, from piloting in key regions to creating flexible data processes. Uncover key success factors on how brands can ensure global consistency while honoring local nuances for optimal outcomes.

Discover How AI and Sustainability Drive Future-Ready Solutions

Join us at this exclusive event to explore how Artificial Intelligence and sustainability can work hand in hand to create impactful, forward-looking solutions. Tailored for corporate leaders, the event will provide invaluable insights into these key questions:

• How does AI support the transformation toward sustainability?
• What sustainability challenges can we tackle with AI?
• How can corporate and brand management advance the Twin Transformation?

We’ll delve into these topics with distinguished experts from the digital and branding industries:

• Anna-Lena Mikoleit, Head of Advertising at Kleinanzeigen and BVDW Lab Lead for Sustainable Digital Advertising, is dedicated to bridging AI and sustainability.
• Axel Berger, Chief Sustainability Officer at Haniel, is known for pioneering the concept of “Enkelf?higkeit” (grandchild viability).
• Rosa Markarian, Head of Central Europe at Scope3, recently developed a methodology to assess AI’s climate impact.

The discussion will be moderated by Beate Rosenthal, Partner at Roland Berger.

Be part of an inspiring evening filled with engaging discussions and innovative ideas.

This event is jointly organized by Roland Berger, Marketing Club Frankfurt, and MMA Germany and is exclusively for MCF members.

Limited spots are available – Please contact [email protected]