Anthony Loredo

Annual #PR predictions post coming at ya (this time in a *new & improved* format thanks to our partner BrandSlap). I know you've been on the edge of your seat in anticipation! 📧 Email isn’t going anywhere, but AI inundation abounds. Bot pitches are clogging journalists' inboxes. We'll have to lean on other channels like X, LinkedIn and QWOTED for pitching. 📰 Publications as a piece of the puzzle. "Traditional media is dead and founder-led comms is the future" was the common refrain this year. What I believe to be true about that statement is that we'll be doing more comms via other channels in 2025 — LinkedIn, speaking, internal, short-form video, etc. Wrote about this recently for MarketingProfs (in the comments). 📐 We’re on the cusp of a breakthrough in PR measurement. More on that in the video, but I am impressed by what I am seeing from tools like Memo. 🤝 Are events back... for real this time? Based on what I am hearing from clients, we'll see a comeback next year for in-person activities. I am talking interesting, mid to large-scale events with cool activations and knowledgeable speakers… not desksides :). What did I miss?

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Are we talking about this enough? We have not seen an anti-trust ruling like this in decades, perhaps you recall the case against Microsoft in the 90s? It had a huge impact on Microsoft. What impact do we think this will have on Google? For Microsoft, it inspired/forced product innovation. https://lnkd.in/e9BCnQ2a #letstalkaboutgoogle #adtech #google #digital

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📺 TV advertising has evolved dramatically, shifting from age-and-gender targeting to advanced audience-based buying. Alison Levin, NBCUniversal’s president of advertising and partnerships, discusses this transformation on the latest AdExchanger Talks episode. Discover how advanced targeting improves ad relevance over traditional demo-based methods. Tune in to hear more!🎧

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Subliminal advertising has been a topic of fascination since the 1950s, but does it still work in today’s ad-heavy environment? 📺 One fascinating fact: consumers process millions of bits of information unconsciously every day, meaning many ads still affect us even if we don’t realize it. But with attention overload, the real question is—should brands focus on what’s hidden, or on capturing attention openly and authentically? Check out this insightful piece by Infillion’s Jamie Auslander on the evolution of subliminal messaging in advertising. #Infillion #AdvertisingTrends #SubliminalMessaging #ConsumerAttention #MarketingInsights

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Have you thought about how #AI is transforming paid search? It can help better target buyers, but also requires higher quality, more customized ads and content. The team at Alloy put together some great tips on how to strike the balance: https://lnkd.in/eyBfyw2Q

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Traditional pricing based on billable hours and costs per employee is being replaced by more innovative compensation models. We share our perspective on compensation models and options along with some of our peer agencies including Bullish in this recent Ad Age article. Maybe it's time to reevaluate what and how you're paying for agency and media services. Feel free to get in touch. #agencycompensation #agencymodels #performancemarketing #vujadedigital

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Wondering what #digitalstrategy opportunities arise from analyzing search behavior? Plenty. Read my newest post on #search intent to find out. #blog #communications #digitalmarketing

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I thought this was a great example of how advertising goals can align with culture and impact. Transformative approaches to leadership need to be in alignment with other strategies, and with leadership and data being so tightly intertwined, it makes sense that forward-thinking businesses are thinking about advertising in the context of their long-term organizational goals. #Culture #Advertising #Leadership

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The pendulum is swinging, and we're rapidly approaching a model where demonstrating impact and value is table stakes, while flexibility, speed, and bespoke solutions are paramount. Having been on three sides of this equation- large, midsized, in-house, and now boutique - I can confidently say, long gone are the days of an "annual plan". Brands need an agency (and team) deeply immersed in the partnership, with an 'always-on' approach to pivoting, proving value, and adapting to the ever-changing human landscape.

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Keurig Dr Pepper's 360-day payment terms are sending shockwaves through the ad tech ecosystem, causing cash flow strains for vendors and agencies. Learn about the ripple effects and explore alternative financing solutions that could offer a lifeline. Dive into the full story:

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For decades, marketers were taught that attention was the holy grail. Catch someone’s eye, and the battle was half-won. Platforms optimized for clicks, brands chased impressions, and we built strategies around fleeting moments of engagement. But today, attention is cheap—and fleeting. Here’s what’s changed: 1. Overexposure: The average consumer sees upwards of 6,000 ads per day. Overwhelmed by noise, they’re tuning most of it out. (Forbes) 2. Distrust: Consumer trust in advertising has plummeted. According to Edelman, only 33% of people say they trust ads. Instead, they rely on peers, influencers, and authentic brand experiences. (Edelman Trust Barometer) 3. Intentional Consumption: Social media usage is declining among younger demographics, as people prioritize wellness and mindfulness. Platforms like TikTok and YouTube still thrive, but they reward depth and authenticity, not gimmicks. (Pew Research) Consumers aren’t mindlessly scrolling anymore. They’re curating their feeds, blocking ads, and choosing substance over spectacle.

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Healthcare communicators and marketers: Whether you’re heading to HLTH next week or watching from afar, AI will likely make it to the top of most show recaps. Here’s an analysis of what our healthcare and intelligence teams are already seeing - and what that might mean for your AI storytelling during the show. If you’re interested in Highwire’s daily HLTH updates from the show floor, drop me a note. I’ll get you on the list!

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🎯 𝐓𝐡𝐞 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐭𝐞𝐜𝐡𝐧𝐨𝐥𝐨𝐠𝐲 / 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐭𝐞𝐜𝐡𝐧𝐨𝐥𝐨𝐠𝐲 𝐩𝐚𝐫𝐚𝐝𝐨𝐱: 𝐖𝐡𝐲 𝐦𝐨𝐫𝐞 𝐢𝐬𝐧'𝐭 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐭𝐭𝐞𝐫 Just came across a fascinating insight: While 99% of business leaders plan to overhaul their marketing technology / customer technology stacks this year, 21% still lack a clear modernisation strategy. It's not about having the most tools – it's about making them work together effectively. Some eye-opening statistics from recent research: ❗ 66% of businesses report overlapping tech functionalities ❗53% say these redundancies actively hurt their marketing performance ❗70% of marketers juggle 6+ tools simultaneously As one compelling quote notes: "The companies that thrive in the future won't be the ones with the flashiest new tech. Those that modernise with purpose and clarity will lead the pack." The future is composable, with 60% of brands moving towards modular marketing technology / customer technology solutions. But here's the kicker – while AI dominates conversations, less than half (46%) of companies are meaningfully using it in their marketing. Why? Because AI needs strong data foundations to deliver results. Digital transformation isn't about piling on technology – it's about building connected ecosystems that drive real business value. What's your take on this? Are you seeing similar challenges in your organisation's digital transformation journey? Credit: Paul Armstrong #MarTech #DigitalTransformation #MarketingStrategy #AI #BusinessInnovation #CustomerTechnology

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NEW IAB REPORT: Connected TV (CTV) Ad Format Landscape: How Standardization Can Drive Programmatic Growth and Innovation 📲 https://okt.to/xCgsr1 As #CTV viewership and ad spending soar, it’s clear that the lack of standardization across platforms is stifling the industry’s potential. IAB’s new report explores how innovation in immersive, interactive ads can improve the experience for both advertisers and viewers, fostering a mutually beneficial ecosystem, and offers a comprehensive overview of established and emerging CTV ad formats while highlighting the urgent need for #standardization.

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🚀 Gain a Competitive Edge with Ad Libraries! 📊 In her latest blog, Louise Stewart-Muir, Jnt MD at Say Communications, shares how B2B marketing teams can use Ad Libraries to analyze competitors, find creative inspiration and optimize strategies. Unlock valuable insights to elevate your digital advertising game! #B2BMarketing #AdLibraries #MarketingStrategy #CompetitorAnalysis

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🔮 We’ve dusted off our crystal balls to see what 2025 holds for podcast advertising—and the future is looking bright. With 9 million new listeners in the U.S. alone each year, podcasting's continued growth brings new opportunities for brands to connect with highly engaged audiences in more ways than ever. But as the medium evolves, so do the challenges. That’s why we asked some of the sharpest minds in the industry (I do not count)—including experts from Acast: Valerie Reimer, and Shantae Howell (she/her); Sounds Profitable's Bryan Barletta; and Tinuiti's Shasta Cafarelli—to share our predictions for 2025. From the rise of omnichannel campaigns and advancements in AdTech to the untapped potential of emerging markets, these insights give you peek into what's next in the podcast queue ⏭️ https://lnkd.in/e3zYtvyu #PodcastAdvertising #DigitalMarketing #AdTech #MediaTrends

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Think of your marketing strategy as a treasure hunt. LiveRamp's "Measurement Primer for Brands" is your trusty map! Dig into how to maximize ROAS, unravel data silos, and navigate privacy regulations. https://lnkd.in/gBPjigx6

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The second and, as of now, the final presidential debate is in the books. As we approach another critical election season, political campaigns must rethink how they reach voters. Thousands of voters will decide this race in 15 or so counties across a few battleground states. The key to victory? Aligning message with mindset. By aligning messages with relevant, real-time content, campaigns can engage voters in more personalized, meaningful ways—while ensuring brand suitability and maximizing reach. It was great talking with Chris Wood and MarTech, as we discuss how video-level contextual targeting in CTV empowers political campaigns to make smarter, data-driven decisions, delivering the right message to the right audience at the right time. Check out the article for more insights on how political strategies are evolving! #election2024 #adtech #programmatic #connectedtv #contextuladvertising https://lnkd.in/g8rBNnn3

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Have loved reading (and listening to) Kimeko McCoy, Digiday ask questions when it comes to #genai and what how to mitigate marketers' concerns. Razorfish's Cristina Lawrence joined in on the conversation, with a big point around brand reputation and perception when it comes to #ai. Have a read: "At the end of the day, with the brand clients, what they care about is the perception of the brand and the implications to brand perception. As we continue to refine the content labeling and that provenance piece, I think we will get to a point eventually where that apprehension will subside." https://lnkd.in/gb2wPKT8

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