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The Cheese Has Moved: Why B2B Advertisers Are Streaming to Connected TV

Advertisers have long understood the potency of television (TV) as a brand-building medium for consumer products. However, business-to-business advertisers typically kept their distance, and for good reason. If you are like most B2B advertisers, you don’t have the luxury of the large media budgets and soft accountabilities afforded consumer brands. With no way to target niche audiences, traditional TV has simply been too expensive and too wasteful to be considered viable in the B2B marketing mix.

Programmatic Advertising Banner

2020: Programmatic Advertising Comes of Age

Programmatic advertising, since the late 90s, had been waiting for a similar catapult, and 2020 brought it. While total ad spend in programmatic had grown by double digits each year since 2017, those in the know say it got the big boost from the pandemic, allowing 2020 to be dubbed, “the year of programmatic.” What was the inflection point?

 

How to Rate Super Bowl Ads

How to Rate the Most Winning Super Bowl Ads

In this year's National Football League AFC Divisional Round playoff game, Cleveland Browns Coach Kevin Stefanski was accused of playing it safe. Trailing by five, facing fourth and nine in the fourth quarter, he punted and put the game in the hands of his defense. Kansas City Chiefs Coach Andy Reid, later facing fourth and one, left his offense on the field and went for it.

How to Market During a Pandemic - Innis Maggiore

Five ways to steer your business through the pandemic

The COVID-19 pandemic may be the biggest shock to our lives and livelihoods since the Spanish flu in 1918. Our lives and the economy have come to a near full halt. There’s major economic upheaval from Wall Street to Main Street. The ground below us has shaken.

How to Market During a Crisis

How to Market During a Crisis

The Chinese word for “crisis” is frequently cited for its use of two Chinese characters signifying “danger” and “opportunity.

Gecko 941x627

Moral-based capitalism still best bet

Fictional character Gordon Gekko uttered a famous line that is far from fictional in describing the worst of capitalism. “The point is, ladies and gentlemen, that greed . .

Ranking Super Bowl Ads - Innis Maggiore

Super Bowl LIV Advertising: The game behind the game

(As seen in Crain’s Cleveland Business. ) Will more brands brave the political fray in 2020? For many years, advertisers were cautioned not to mix brands with politics.

How to Fix Marketing Strategy

Get your 3Ms right to grow your business

Start this year off right by fixing your marketing strategy to deliver the advantage your company deserves.

Top four marketing trends for 2020

Top four marketing trends for 2020

Marketers are advancing into the new Roaring '20s as technology innovations continue at warp speed to power the ways in which we interact with our customers...

Sharpen your focus for marketing magnificence

Sharpen your focus for marketing magnificence

Smart marketers recognize they become stronger when they focus and reduce the scope of their activities...

 

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PositionistView®

PositionistView® is an inside look into Innis Maggiore's thinking, culture and talent. They're opinon pieces through the positioning filter. No jargon. No ad-speak babble.

April 7, 2021

Advertisers have long understood the potency of television (TV) as a brand-building medium for consumer products. However, business-to-business advertisers typically kept their distance, and for good reason. If you are like most B2B advertisers, you don’t have the luxury of the large media budgets and soft accountabilities afforded consumer brands. With no way to target niche audiences, traditional TV has simply been too expensive and too wasteful to be considered viable in the B2B marketing mix.

April 7, 2021

Programmatic advertising, since the late 90s, had been waiting for a similar catapult, and 2020 brought it. While total ad spend in programmatic had grown by double digits each year since 2017, those in the know say it got the big boost from the pandemic, allowing 2020 to be dubbed, “the year of programmatic.” What was the inflection point?

 

February 11, 2021

In this year's National Football League AFC Divisional Round playoff game, Cleveland Browns Coach Kevin Stefanski was accused of playing it safe. Trailing by five, facing fourth and nine in the fourth quarter, he punted and put the game in the hands of his defense. Kansas City Chiefs Coach Andy Reid, later facing fourth and one, left his offense on the field and went for it.

August 11, 2020

The COVID-19 pandemic may be the biggest shock to our lives and livelihoods since the Spanish flu in 1918. Our lives and the economy have come to a near full halt. There’s major economic upheaval from Wall Street to Main Street. The ground below us has shaken.

April 20, 2020

The Chinese word for “crisis” is frequently cited for its use of two Chinese characters signifying “danger” and “opportunity.

Agency News

From associate promotions and new team members to awards and events, keep up with the growth and good things happening at Innis Maggiore.

June 14, 2021
CANTON, Ohio (June 14, 2021) — Innis Maggiore, the nation’s leading positioning ad agency, today announced the hiring of Martha Belden to lead public relations to complement the agency’s full range of marketing services.
March 2, 2021
CANTON, Ohio (March 2, 2021) — Perfect Power Wash, Ohio’s leading professional-grade power washing company, has named Innis Maggiore, the nation’s leading positioning ad agency, as its agency of record. The Innis Maggiore team is excited to work with Ohio’s leader in professional-grade power washing.
February 22, 2021
CANTON, Ohio (Feb. 22, 2021) — Innis Maggiore, the nation’s leading positioning ad agency, today announced it earned seven awards at the 2021 American Advertising Federation Awards (ADDY® Awards) ceremony Friday evening.
January 19, 2021
CANTON, Ohio (Jan. 19, 2021) — Innis Maggiore, the nation’s leading positioning ad agency, today announced the hiring of Rose Browning as director of media services. Browning will lead Innis Maggiore’s media-related activities, including strategy, research, planning, buying, negotiating and reporting.
November 17, 2020
CANTON, Ohio (Nov. 17, 2020) — Innis Maggiore, the nation’s leading positioning ad agency, today announced the hiring of Tony Bell as director of client services.