Denise Mancinone

Can sustainability and performance go hand in hand? 🌳 🤝 I look forward to discussing how digital advertising can be more environmental friendly and (over)achieve campaign goals at the same time. This will be one topic of the panel "The Cost of Responsible Media" at the Adzine Connect conference in Berlin on June, 6 at 12:10 with my fellow panelists Nadja Schick - GroupM, Michael Fuhrmann - DoubleVerify, Christian Zimmer - Teads, Frank Goldberg - IDOOH Institute for Digital Out of Home Media moderated by Frank Puscher See you there? 🙂 #adzineconnect2024 #sustainability #responsiblemedia

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This is a very good reflection around our Dove The Code campaign. Very grateful for it! The effectiveness of "social" or "purpose" marketing that comes out of this study is a reminder that if your brand talks about topics that matter and does something about them, you might well be building your brand in short term too. Hope more brands see this path. PS. Small build. We are not anti-AI, just hoping to get a more diverse representation of beauty in AI, which can be possible.

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10.2% Growth (YOY) across German Advertising Market for the first four month of the year with TV gross revenue increasing by 11.2% according to Nielsen OOH and Radio also see significant improvements versus 2023 with the media channels gaining 19.3% and 13.9% accordingly. This trend also continues in May which means a very busy period for the second half of the year and planning ahead will be vital in the market. #GermanMedia #TV #InternationalMarketing #GermanMarket #MediaInvestment

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"UNMEASURED" FREE ADVERTISING GENIUS CAMPAIGN! 🤯 You see it everywhere in Germany - every fanbase, every corner, every street, and even on every meme page. I think that this jersey is more famous than the official one! The free advertising they’re getting is UNTRACKABLE, UNMEASURED! 📈🔥 Check24’s free jersey campaign for Euro 2024 is pure genius for driving brand awareness and app installs. Just download the app and register to get a FREE PUMA jersey! ⚽👕 Offering such a valuable incentive and making participation so easy has attracted a huge user base. Initially, I thought Check24 was a betting platform since jerseys with numbers often have betting logos (Brand Association). After some research, I found out Check24 is actually a leading online comparison portal in Germany. Best Campaign of EURO 2024: Check ✅

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Cannes Lions International Festival of Creativity might be over, but a few topics are still fresh in our minds. Here are some key takeaways that resonated with our team: Generative AI in Advertising: Quick reality check- The hype around AI in marketing seems to be cooling down. While still promising, the current generation of tools struggles with reliability, quality output, and user-friendliness. Generative AI will not revolutionize advertising overnight, but the significant improvements coming in the next 18 months may do. A friend, the global CEO of a renowned digital-first marketing, advertising, and technology services company, estimates that the industry, as we know it, could disappear or change dramatically within the next three years. Time will tell. The Massive Impact of AI in Media: The ability for advertisers to target consumers directly using dynamic segmenting and tailored messaging—using generative text and image—is mind-blowing. We wonder about the future of traditional media agencies. Still- technology can streamline tasks, but creativity adds the magic touch. Diversity & Inclusion: Clearly WIP - This year, Cannes once again highlighted the advertising industry's diversity gap. There's a lot of emphasis on skin color in this conversation. However, we believe that age, socioeconomic background, physical and mental abilities, and intellectual diversity represent big areas for improvement. As Richard Edelman noted on a panel, teams need intellectual and ideological diversity. If the industry keeps recruiting and amplifying the same voices, how will it say anything new? The State of Advertising: Evolving, Not Extinct. Award-winning work showcases incredible creativity but we think it doesn't always translate to real-world effectiveness. Traditional advertising is declining, with platforms like TikTok taking center stage. We need to embrace these new realities and find creative ways to connect with audiences in this ever-changing media landscape. The move to social-first, earned-first seems inevitable. And also- quite exciting. What were your biggest takeaways from Cannes Lions this year? #CannesLions2024 #Advertising #AI #Diversity #Creativity #FutureofWork

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📢 Navigating the Shift: Why Hybrid Offer Communication is the Future The latest "Prospektmonitor 2024" study by IFH MEDIA ANALYTICS sheds light on the development of printed and digital leaflet communication in the German market, offering valuable insights for marketing experts in Europe to optimize their consumer advertising media strategy. The findings show that, despite growing interest in digital formats, printed leaflets remain dominant in the German market. Here are some insights: ➡️Price communication and frugality: In an environment of dampened consumer sentiment due to decreasing purchasing power, consumers turn to leaflets to save money. Both printed and digital formats play a crucial role in this regard. ➡️Popularity of formats: Printed leaflets are still the most popular medium for promotional communication, with a weekly usage rate of 79%. However, interest in digital formats, particularly online leaflets (62% weekly usage) and retailer apps (35% weekly usage), is growing. ➡️Hybrid usage on the rise: The trend toward simultaneous use of print and online leaflets is increasing, especially among the younger demographic aged 18 to 29. The study reveals that 85% of leaflet readers in 2024 are hybrid readers, using both print and online leaflets. ➡️Most popular sectors: In both print and online formats, the food retail sector and drugstores lead the way. The primary reasons for using leaflets are similar: consumers are looking for bargains and use leaflets to plan their shopping. The study indicates that the media mix for advertising companies in brick-and-mortar retail should focus on a locally tailored combination of print-based and digital leaflet advertising to reach consumers based on their advertising usage patterns, address advertising resistance (ad stops), and maximize local reach. Various factors can influence this mix, but a hybrid approach aligns well with the usage behavior of consumers regarding local promotional advertising. These insights are crucial for marketing professionals seeking efficient media channel management for consumer advertising, illustrating that a hybrid approach is not only practical but also key to success in a changing market environment. THX to Andreas Riekötter and his team on providing these new insights to help me optimizing local media mix modelling for my customers. #Marketing #Retail #HybridApproach #Leaflets #Prospektmonitor2024 #IFHMediaAnalytics #MakingWaves

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🚀 Exciting Insights from Elon Musk at Cannes Lions! 🌟 In an inspiring interview, Elon Musk shared his bold vision for the future! Here's what got us thrilled: 1. AI's Impact Musk highlighted the incredible potential of AI to create a world of abundance while stressing the importance of AI safety. 2. Advertising on X X (formerly Twitter) is now fully AI-driven, treating ads and content equally for better user engagement. An exciting opportunity for advertisers! 3. New Respect for Advertisers Musk clarified his stance on freedom of speech, showing newfound respect for advertisers and their critical feedback. 4. AI and Human Creativity AI will amplify human creativity, creating endless possibilities for innovation! 5. Tesla's Optimus and SpaceX Optimus will revolutionize daily tasks, and SpaceX aims to make life multi-planetary, ensuring the future of human civilization. 6. Neuralink’s Goals Neuralink aims for human-AI symbiosis, enhancing intelligence and mobility. 7. Future of Journalism AI-driven platforms will transform news dissemination, offering real-time, comprehensive coverage. Elon’s vision is a thrilling blend of optimism and innovation, pushing the boundaries of what's possible. I can't wait to see what the future holds! 🚀🌍 #CannesLions #ElonMusk #AI #Innovation #SpaceX #Neuralink #FutureTech

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If you have developed or thinking about developing personas, then this #samps meeting - "Can you create greater customer-centricity with AI?" is a must-attend! Following #ESHG, offers a information and educational blend of hands-on workshops, expert discussion, and networking. Click on the link below to learn more!

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Discover communication strategies of DAX-corporations on #TikTok! Our latest analysis dives into how Germany’s leading companies are leveraging #socialmedia platform TikTok to engage with their audiences. We share valuable #insights and explore how these organizations have incorporated TikTok into their #corporatecommunication. Unlock valuable insights today! 📄 What content strategies do DAX companies pursue on TikTok? 💡 Which industries are particularly successful on the platform? 👑 Who attracts the largest following on TikTok? Are you still unsure if TikTok is the right platform for you? Our impulse features best practices and the posting frequencies that are most successful within the accounts of the leading corporations in Germany. 👉 You can download our full analysis for free here! https://lnkd.in/eHm8EXrv #listentotheworld

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🗣️ Programmatic Perspectives with Media Frankfurt GmbH! 🇩🇪 In this episode hear Sandra Müller's, Team Lead Business Development, perspective of future programmatic DOOH trends and recent company developments for Media Frankfurt, the exclusive marketer of Frankfurt Airport. Learn more by watching the video below ⬇️ https://hubs.li/Q02Dxl2c0 #prDOOH #DOOH #ProgrammaticPerspectives #programmatic #MediaFrankfurt

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We are officially in “ad innovation” season. That is not a good thing. Last week was the NewFronts which saw a bunch of digital companies introducing new ad products. I used to think that ad product innovation from a partner was good - it showed a commitment to new ideas and ways of doing things that might excite advertisers looking for alternatives to traditional buys. But what I’ve learned is a few things. First, ad innovation may be a way to get more revenue out of a disengaged or somewhat broken user base. Take the streamers for instance. They not only need to continually introduce shiny toys to get marketers onboard, but also because if their reach isn’t growing, they have to find new ways to monetize the same users. That is why you see plenty of streamers introducing non-traditional ad formats - not out of the goodness of their hearts, but because they’re backed into a corner with low ad loads and sluggish growth, and need to introduce more ad experiences against the same viewers. The second is, as a planner or a buyer, I’m not looking for an all you can eat buffet. I’m looking for a steakhouse to do steak well. What I mean is, too much ad innovation signifies a lack of confidence in the media company’s main ad format. Rather than introduce new options, why not perfect what you have and make it more straightforward and effective to buy? This has been what YouTube, Meta, podcasts, TV networks and other companies have done well over the years - make it easy to buy a rather effective ad format. There’s a reason on TV that the most shiny opportunities are deemed “added value” - because they are in addition to the hard working media that drives results. So call me a Luddite, I don’t care. But I think you can draw a correlation that the more ad innovation and offerings a company has, the worse it’s ads really are at driving results.

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Show creative destruction, while the goal is to communicate unlimited possibilities for creation. That's what's going on in Apple's much-debated new commercial for the iPad PRO. https://lnkd.in/eCb57Cer Interesting to see the System1 test report, showing what consumers think: https://lnkd.in/e8CxcB6h 1. A quarter of viewers had no idea this was an Apple ad. Leaving your brand to the end but not using character or story to hold attention is often a recipe for disaster. 2. The real issue is viewers not caring enough, with a lack of positive emotions. This comes down to an over-reliance on a product feature (thin) and not an emotional strategy. Apathy is the enemy of advertising. 3. It makes little sense. 27% of viewers were confused, causing low emotional engagement. Viewers don't really care too much. Caring is key for changing short-term behaviour—e.g., people getting up to buy a new iPad. 4. This lack of happiness, low brand recognition, and low engagement reduces the long and short-term creative effectiveness of the ad. 5. Does it even need to make sense? A solid 58% of consumers enjoyed the ad in some way. Consumers aren't worried about visual imagery, hidden messages or the state of culture. They are simply watching an ad.

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I'm pretty excited that #creators will get their sideshow festival at Cannes Lions International Festival of Creativity 2024. It'd be easy to joke that these are the Influencers Olympics (wait that's Coachella), but this signals a few nice things: ✅ Having a voice is good again. Creator marketing has helped brands see that to thrive on social platforms, you can't behave the way brands have traditionally behaved. It's good to be human and just genuinely fun or whatever these people choose to be. (should be a no-brainer, but isn't). ✅ Audience first. Creators come from the background of entertaining / teaching / sharing. Creator marketing emphasizes making stuff on audience terms which's been largely lacking in marketing in the past 20 years, with good exceptions of course. ✅ Creator marketing has made marketing more forgiving and whack; this is the space where I see creativity still being actually creative. ✅ The best creators can deliver pretty great quality: many have gotten pretty pro in what they do. This wasn't always the case. Creator marketing is still in its early stages; the majority of it still lacks professional standards, but all the time I see it getting better and better. Looking forward to seeing what comes out of the Lions Creators. #socialfirst #creators #creatoreconomy

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With generative image tools, you can now create a variety of compelling image assets in just a few steps.

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AI is here and there’s no turning back. But is it always the right tool for your creative work? On this episode of The Download, our visual experts report on how consumers feel about AI and the risks and rewards for brands using this exciting new technology. With data-backed actionable insights, we’ll help you navigate this brave new world with guidance for: Incorporating AI content into your campaigns Assessing when to use AI generated imagery—and when you shouldn’t Utilizing the latest updates to the AI Generator https://lnkd.in/eqFGKGtU

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The pace of change is breathtaking...it really is the Gemini era. "With Gemini, we're building so much more than just a chatbot -- it's becoming your personal AI assistant. With the longest context window (soon 2M tokens!) of any chatbot in the world, remarkable data analysis capabilities, and deeper integration into the Google apps you already use, we're bringing you the most personalized Gemini yet. Upload and analyze long rental agreements, ask Gemini to summarize up to 100 emails from your kids' school, or build your own custom running coach." - Sissie H. #Google #AI https://lnkd.in/d6F_VujR

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Sound has held a special place for me since my very first campaign for #Knorr. And not just great ad jingles, sound mnemonics have been a personal passion project. Sound, like smell and taste create memory structures in our subconscious and is a great asset to have. Intel Corporation lives rent free inside our brains! A.S.M.R. was something I toyed with while working in #Lifebuoy many years back. But there was no way to incorporate it with the sonic signature that the brand had built over decades. The only other person as fascinated as me with #sonicbranding is probably Raja Rajamannar. Do check out the amazing work Mastercard is doing. This The New York Times article brings to light how A.S.M.R. has transformed from being a fringe phenomena just a decade back to more mainstream. I believe there is a content divergence happening in the world. First, the content consumed without sound is leading to an overdependence on supers and banners within the video. The Second is more focus on creating your own sonic identity. Where would you take your brand next? Leave your comments below #marketing #marketingandadvertising #advertising #sonicbranding #ASMR

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