Category: Industry Insights

Research Labs Why Some Brands Scale Ad Performance While Others Hit a Wall: The Campaigns vs Systems Divide It is not budget. It is not creative. It is not the channel. Here is what it actually is. Two brands. Same...

Research Labs Is Your Advertising Actually Working? Why Incrementality Testing Is the Only Way to Know Your dashboard says yes. Your attribution model says yes. Neither of them is answering the question you actually asked. Most advertising dashboards show positive...

Research Labs Why 3-Second Creative Impact Matters More Than Storytelling Recognition precedes interpretation in feed-based environments The first three seconds of a digital ad no longer introduce the message. They are the message’s survival mechanism. In feed-based, autoplay-driven environments, creative...

Research Labs The Acquisition Trap: Why Consumer Tech Is Abandoning “Growth at All Costs The playbook that built a generation of startups has hit its structural limits. The growth-at-all-costs model in consumer tech has collapsed because capital is no longer...

Research Labs The End of Marketing Best Practices: Why Proven Playbooks Are Failing Why proven playbooks are failing and what replaces them Marketing best practices are collapsing because the conditions that made them reliable no longer exist. Fragmented attention, platform...

Research Labs The Strategic Cost of Treating Creative as an Output, Not an Input Why creative belongs at the beginning of strategy, not the end Creative is most valuable when it sits at the beginning of strategy, not the end....

Research Labs From Campaign Reporting to Market Sensing: The Next Evolution of Analytics Why backward-looking metrics no longer create competitive advantage Campaign reporting explains what already happened. Market sensing detects what is about to change. Modern marketing analytics must shift...

Research Labs The $15,000 Tool Problem: Why Agencies Keep Winning How enterprise complexity creates permanent demand for human intermediaries There are now more than 15,000 marketing technology tools available to enterprises. In 2011, there were roughly 150. That represents a...

Research Labs Why Advertising Is No Longer a Creative Cost Center From discretionary spend to strategic infrastructure The broken assumption For decades, advertising operated under a comfortable and largely unchallenged assumption. It was treated as a creative cost center. Necessary...

Research Labs The Myth of Media Replacement and Why AI and Traditional Communication Must Coexist How Infrastructure and Meaning Must Work Together The Broken Assumption Every major shift in communication technology has been accompanied by a familiar assumption. The assumption...