Daniel Hoeft

Attention is the new currency. Get the playbook behind how top agencies are cashing in on conversions: https://lnkd.in/e98CiTyw High-performing teams are breaking down silos, integrating stacks, and aligning brand with performance to drive consistency across the funnel. Download our latest research report to see how top marketers are shaping their conversion strategies: https://lnkd.in/e98CiTyw

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NEWS: Sanders Wingo Selects The Instigation Department as Qualitative Research Partner Texas-based advertising agency Sanders Wingo has selected The Instigation Department as its qualitative research partner for an in-depth consumer insight study, following a competitive pitch and review process. The assignment underscores The Instigation Department’s growing presence in the strategic planning space and its reputation for conducting rigorous, culturally intelligent qualitative research. This project will focus on uncovering authentic consumer perspectives across different communities and demographics, with an emphasis on translating lived experience into actionable brand strategy. Known for its nimble, scalable approach, The Instigation Department is uniquely positioned to support agency and brand clients through the full spectrum of strategic planning—from exploratory research to final insights and implications. This collaboration with Sanders Wingo exemplifies the firm's ability to mobilize experts across disciplines, respond quickly to evolving client needs, and deliver powerful, culturally rooted work with speed and precision. The consumer study will be designed to go beyond surface-level observations, utilizing immersive methodologies to reach the core of how people live, decide, and engage with relevant brands in an increasingly complex marketplace. The Instigation Department’s work will help inform creative development, audience segmentation, and campaign strategy. “This partnership is another step forward in our mission to create work that listens first, challenges assumptions, and brings culture into the center of the strategic process,” said Corey Richardson, Founder and Principal Instigator. “We’re excited to bring our curiosity, discipline, and disruptive insight process to the table.” The engagement is already underway, with research set to be conducted in phases over the coming weeks. Both Sanders Wingo and The Instigation Department share a commitment to building work that speaks with—not just to—consumers, creating campaigns that are grounded in real human experience and designed to drive long-term relevance. The Instigation Department continues to expand its capabilities as a strategy-first partner to agencies, brands, and organizations ready to think beyond the brief and listen deeper than the data. For inquiries and potential partnerships: corey@theinstigationdepartment.com

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Newsletters are becoming an increasingly popular channel for advertisers, "providing valuable contextual signals" about audiences' potential buying interests. Kandace B., Head of Initiative's B2B Practice, spoke with Morning Brew about why newsletters have emerged as "golden inventory" for media buyers. Read the full article here: https://bit.ly/4kRNctl #Newsletters #MediaBuying

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Public health strategies have shaped the way we communicate. How can marketers use these lessons to engage audiences today? 🤔 Our Campaign Executive, Isabel Day, shares key tactics to power your campaigns and overcome misinformation in her latest blog. Learn more: https://lnkd.in/gw7WBsD8

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PR is no longer supporting SEO. It’s powering GEO: Generative Engine Optimization. In a new piece for Public Relations Society of America (PRSA), CEO and cofounder Gregory Galant breaks down how generative engines like ChatGPT, Gemini and Perplexity are reshaping visibility online, and why press hits, expert commentary and earned credibility are now the key inputs for LLMs. Read more about why comms teams should be leading the charge and let us know your thoughts in the comments: https://bit.ly/3G2JNYU

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Social shouldn't stop at awareness—neither should attribution. RevSure’s X (Twitter) Ads Writeback is now live. That means every ad interaction is now mapped across the buyer journey—no more blind spots. With Conversion API support, you get deeper funnel insights, better attribution, and clearer ROI. It’s time to treat X like the revenue channel it actually is. Learn more: https://lnkd.in/g39VXi47 #B2BMarketing #XAds #RevenueIntelligence

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Consumers don’t want more ads. They want more value. Yet brands continue to spend on ads that get ignored. What if there was a better way? Fetch CRO Robin Partenheimer Wheeler breaks it down in ADWEEK, explaining how rewards are redefining advertising. Read the full article here: https://lnkd.in/gc5ABRdP

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In today’s economy, advertisers are starting to pull back on spend in some channels. Rain the Growth Agency's own Director of Digital Video Kyle Knutsen comments in this Digiday article about how advertisers aren’t slowing down on Amazon despite broader marketing budget scrutinies. Read his and other industry leaders’ commentary at the link below. Read here: https://bit.ly/431UORU

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A Journal of Marketing study provides insight into how consumer emotions can impact search engine use and paid search ad click-through rates. As advertisers grapple with the challenges of reaching their target audience effectively, the research sheds light on a powerful, yet often overlooked, aspect of digital advertising. ✏️: Sarah Whitley / Anindita Chakravarty / Pengyuan Wang #MarketingResearch #ConsumerResearch

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Why are some marketers using LinkedIn to search for agency partners? 🤔 R3's Moya Fry looks at this untraditional method through the lens of authenticity and relationships: “In a fragmented landscape, brands may be more inclined to treat an agency relationship as more transactional, almost ‘shopping’ for agencies as they would a new car or pair of shoes... Behind every great idea is a talented team and the best place to go for talent is LinkedIn. The connections give the search a more legitimate feel versus going out to the public market.”

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AI overviews and LLMs are reshaping search and traditional content strategies. On a recent episode of the #CMWorld Edition of Live with CMI, Zack Kadish, SEO Lead at Faire, shared tips on how marketers can stay on top of emerging trends in AI search and be THE trusted source of information.

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What the heck is Buyer Cloud? Alex Ibarguen, Jane Marchetti, and Nate Welch break down what makes FreeWheel’s fully customizable buy-side platform a powerful option for agencies and marketers seeking greater control, transparency, and customization in programmatic buying.

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During the Covid-19 pandemic, some advertisers blocked ads from appearing on sites with pandemic-related content. But does this make sense? Is an ad actually less effective when placed near troubling news? 👇 In this episode of 𝐇𝐨𝐰 𝐈 𝐖𝐫𝐨𝐭𝐞 𝐓𝐡𝐢𝐬, Journal of Marketing Research Coeditor Brett Gordon discusses the recently published paper, "Attention Spillovers from News to Ads: Evidence from an Eye-Tracking Experiment," with authors Andrey Simonov, Tommaso Valletti, and Andre Veiga. 💡Using eye-tracking technology, the authors measured how consumers react to different types of content, from lighthearted news to heavier stories. They show that the nature of news content is not as important as the amount of attention consumers pay to the page itself. News pages that receive more attention and engagement generate spillover attention to ads, which in turn leads to better ad recall and higher purchase probability for the advertised brand. 📃But, as is often the case with great research, the path to publication was not easy. 🎧Listen here: https://lnkd.in/d62u4pzg #Advertising #Ads #News #MarketingResearch #PeerReview Karen Winterich

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Taboola released a report saying performance advertisers are seeing declining results on social and are shifting spend. The implication is that's good for the open web, and driving performance on the open web helps Taboola. I'm not going to interrogate the findings seeing as I am a lowly discourse merchant. On the level of go-to-market, this is a message I expect many adtech companies with a stake in the open web to imitate. In essence, they will translate the performance TV thesis (which is animating startups such as tvScientific, Vibe, and MNTN as well as DSPs such as Viant) to the open web / display and OLV. Taboola aside, the real variable here is AI. I think there's a substantive case that you can use AI to make better creative and do better targeting while also limiting waste, all of which ultimately boosts performance on the open web. That would make the open web more competitive with (as the argument goes) the oversaturated, overpriced walled gardens. It would also offer hope even as open web traffic declines. This much is true, I think: The game is not growing open web traffic. That's declining. The game is to maximize the value of every interaction with open web audiences. That's something the "performance open web" thesis might capture. And AI could provide the credibility for the argument.

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CMOs + CFOs are doubling down on influencers—and costs are rising with demand. 💸 Here’s what’s pushing rates higher (and how to stretch your budget without sacrificing impact). Read the full breakdown here! 👉 https://lnkd.in/gzaaapjE #InfluencerMarketing #CreatorEconomy #SocialMediaMarketing #DigitalMarketing #MarketingROI #ContentCreators #BrandStrategy

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