Robert Helstrom

5 Ways You Can Produce High-Value Insights About Any Viral Moment for Use in Your Paid Media and Marketing

By Elizabeth Shevins, Jordan Horne and Robert Helstrom Do you find yourself grappling with how to respond to viral moments quickly and correctly? You’re not alone. The mayhem that is today’s advertising and marketing landscape is a constant challenge and probably has you asking questions like: Should you pause your campaigns?  Which new keywords should […]

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future forward looking man

The Shape of Things to Come: A Vision for Our Industry and Beyond

Advertising and marketing are morphing before our eyes.  Major technological and societal changes are driving the most revolutionary changes since the advent of digital. Rapidly accelerating information flows and generational shifts in values are disrupting ingrained practices and pushing brands, agencies and publishers into a new realm—one where they all struggle to keep up with

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Mentality Matters: Brand Insights from Aaron Rodgers’ COVID Vaccine Wrangle

The story about Green Bay Packers Quarterback Aaron Rodgers testing positive for COVID-19 played out online the past few weeks, after he returned to the football field following a mandated quarantine. His positive COVID-19 diagnosis was first reported November 3 and instantly became controversial because Rodgers claimed back in August that he had been “immunized.”

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the world on your device

Diversity and Multicultural Marketing: Six Keys For Success

Marissa Price — SVP, Client Services, Sightly Edwina Morales — VP, Multicultural Business Solutions, Horizon Media Horizon Media (HMI) and Sightly have been partners for more than five years to drive outcomes for our brand clients. Recently, we met to share insights about our diversity and multicultural marketing best practices. Sightly: Brand Mentality® and United Outcomes Power

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woman on phone sees shocking news

Three Things Every Marketer Should Know About Brand Safety

By Greg GarunovEVP Business & Strategic Development Brand safety is a big focus for marketing executives and players across the advertising industry. Organizations like GARM, IAB, MRC and the 4As have or are developing standards. The Brand Safety Institute has begun certifying “brand safety officers” for participating companies. But it wasn’t always this way…. What is brand safety and when did it start?

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One Year Of United Outcomes: What Sightly’s Diversity, Equality & Inclusion Program Has Accomplished So Far

Belonging matters. It’s a term that took on new life in the aftermath of George Floyd’s death in May, 2020. In response to the Black Lives Matter movement that followed, Sightly employees and management felt a responsibility to not only support BLM but to take a stand with any group that is attacked because of its

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TikTok app on phone

What TikTok’s Explosive Growth and Advertising Innovations Mean for Marketers and Advertisers

By Kristlyn LyonsVP, Business Development & Partnerships Of all the media trends that rose and fell during the past year-plus of life during coronavirus, TikTok deserves special mention for its explosive growth and popularity as a social medium. And now it is commanding brands’ attention as an emerging advertising platform as well. Why are we

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Mamba Mentality Kobe Bryant

How Kobe Bryant’s “Mamba Mentality” Inspired Game-Changing Marketing Technology

At 9:45 a.m. on January 26, 2020, a helicopter carrying Kobe Bryant, his 13-year-old daughter and seven other people crashed near Los Angeles, killing all on board. Millions of fans around the world were stunned by the news, including Sightly’s CRO and GM, Adam Katz, who had grown up watching Bryant’s entire career from beginning

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How Brand Loyalty is Disappearing and What to Do About It

We’ve heard a lot about how the pandemic has accelerated several marketing/media trends such as cord cutting,1 online shopping2 and live video viewing.3 But we haven’t heard as much about how COVID is accelerating the erosion of brand loyalty. Marketing teams have been battling this problem for decades. The emergence and growth of national retailers, private labeling, competitive “everyday

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big challenges facing marketing and advertising

What Are the Big Challenges for Advertisers and Marketers Right Now?

What’s Going to Happen Next and How Do We Respond?  Those two have to be at the top of the list—questions that probably have been keeping a lot of us, including CMOs, brand managers and agency teams, up at night the past several months. Put another way: how do we react minute-by-minute to the unprecedented speed and magnitude of

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