Nova Expressão

Nova Expressão volta a ser Partner Premier Google

A Google distinguiu novamente os seus principais parceiros com o status de Partner Premier, pela eficiência e mérito na gestão de campanhas publicitárias no marketing digital.

BAM Strategy Partners with Adelaide to Incorporate Outcomes-Based Attention Metrics into Media Planning & Buying - ExchangeWire.com

BAM Strategy, a Montreal-based digital agency, names Adelaide as its exclusive attention measurement partner to enhance media planning and buying. Adelaide’s AU metric uses machine learning to quantify thousands of media quality signals, predict placement attention, and link outcomes to paid media across channels. The partnership provides BAM clients with granular attention-based insights to guide investment decisions and improve campaign efficiency. Akili Interactive was among the first BAM clients to benefit, applying AU and CPAU analysis across four channels to assess media quality and value. Adelaide’s findings revealed substantial variation in cost per attention unit (CPAU) across domains, enabling Akili to reallocate budget away from low-value placements and reduce wasted spend by 23%. In 2022, Akili continues to use AU and CPAU in planning and buying to optimize media mix and strengthen brand outcomes and attentive reach. Leaders from both firms emphasize precision and value in media metrics.

How Programmatic Has Changed Media Planning & Buying - ExchangeWire.com

Simon Harris, the programmatic director at iProspect, writes for ExchangeWire about how programmatic has irrevocably changed online media buying and planning. Once a planning strategy, programmatic is now a fundamental way of doing business, reshaping how agencies trade media and how plans are created. The article outlines three core effects: data availability and quality are greatly expanded, enabling data-driven, meritocratic decisions; the costs and risks of testing new ideas have fallen due to the open marketplace and flexible budgets; and the cadence of iteration has increased, supported by machine learning that makes bid decisions on billions of impressions daily. It contrasts this with the old model, which relied on upfront, heavy planning and slower optimization. Looking ahead, the piece anticipates deeper integration of data management platforms and programmatic infrastructure to deliver omni-channel, cross-device, single-consumer journeys, with planners evolving into roles blending research and buying.