Casey Hurbis

Out of high school, I didn't go straight into college. I went into the workforce. I got a job at the Oakland Tribune selling retail advertising. This was in 1999 at the peak of the dot com phenomenon. Now, after 25 years in the ad game, here are the top 3 lessons: 1) Always have a next step!  When someone reads your ad, there should be a clear call to action to one of your highest converting landing pages. This could be your opt-in page where you give away a free video or .pdf... Or you can send folks directly to a sales letter for one of your great front-end offers that converts. Remember: When you start spending money on advertising, you need to have a system in place that can turn those clicks into profit within minutes... So you can recoup your advertising expenses fast and cycle them back into more ads for more sales. 2) Engineer an automated selling machine! With advertising, you can reach millions of people per day. Traffic is no longer a problem. Once you're getting a positive return on your ad spend, you can scale your reach every day without going out of pocket any extra money. Just keep cycling your revenue back into more ads to create a snowball effect in your reach and sales. But... If you're having to do coaching after each sale... You won't be able to scale your ads and campaigns because you become the bottleneck. This is why I recommend selling simple low ticket info-products at first. ( Like these: https://lnkd.in/gGYkj39Z ) The key here is to automate everything so your 'system' could effortlessly handle 25, 100 or even 1000+ sales per day. You don't need any fancy funnel software for this. The tech is super simple. Any landing page builder and shopping cart are more than enough. 3) Test more! Way too many folks put out one or two ads and then give up because their first attempt wasn't a blazing success. Look... Advertising is a lot like baseball when it comes to the numbers. The average batting average of MLB hall of famers is .303.  This means that the best players ever were called 'out' 7 times for every 3 hits. That's more than twice as often. In advertising, I don't even have that good of a hit rate. I'm about 2 hits for every 10 tests. Which means I can have a bad-streak of 7 or 8 ads in a row that don't convert! So, test more. Make sure you're launching 10 or 20 ads over the next couple of months to give yourself enough at-bats to get a base hit! Now, this can seem daunting if you don't have experience writing ads... And honestly... Writing ads becomes daunting even with experience.  Having to sit down at my laptop and write for an hour or two, multiple times per week is draining. But no one else on my team could write great ads for our brands... So I went on a mission to figure out how to get AI to write ads that out-perform my best ads. Here's what I came up with: https://lnkd.in/gEByrcDj Miles "The Modern Ad Man" Beckler

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Nearly one-third of North American CMOs say data privacy regulation and cookie deprecation is one of the most challenging parts of media transformation, according to Dentsu. Download EMARKETER’s “Field Guide to Identity Resolution and Alternative Identifiers,” made possible by LiveIntent, Inc. Inside, you’ll discover how identity solutions and alternatives to traditional identifiers can help advertisers track and target digital users. Get Your Copy: https://shorturl.at/G3vIe #cookies #identityresolution #alternativeidentifiers

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Kroger is set to launch an updated measurement model using first-party data to help brands understand their full-funnel impact and offer more relevant experiences for audiences. Influenced by IAB’s Retail Media Measurement Guidelines, this hybrid approach provides deeper insights into media budget performance and standardizes metrics for accountability and transparency. A major step forward in retail media measurement! #RetailMedia #CustomerData #Kroger #FullFunnelMarketing #IABStandards

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Glad to be part of this conversations as so many marketing departments take fresh takes on how they should set up and organize around their priorities. Sure, it might seem like a provocative move, but with the right collaboration and even keeping integration at key points (hope Hyundai does), you can be great at both creative and performance with the right model and the same goals. Good luck Angela Zepeda and Sean Gilpin. (We also have more research coming out from Prophet soon about how to integrate, not just balance, brand and demand. It's a love story.) #marketing #organizationdesign

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The countdown is on! Ready to take the stage with a talented group of professionals in the omnichannel landscape at Retail Summits next week. If you’re attending and would like to chat 1:1 please reach out! #omnichannel #ecommerce #retail #cpg #retailmedia #digitalmarketing #mediaplanningandbuying

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We live in a world where things are changing at a more rapid pace than ever before. Consumers are faced with more choices than ever, and it's a big challenge to stay ahead of the curve in gaining consumer attention, much less in getting consumers to act. The best resource you have in understanding consumer behavior is your consumers. There are tools and processes for getting to know your consumers on a deeper level and connecting with them in meaningful ways. Here are some insights from my team at The Ward Group that you might find valuable. #consumerbehavior #mediabuying #mediaplanning #advertising #consumerresearch #mediastewards #paidmedia

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For as much energy as #advertisers and agencies have put into supply path optimization over the years, the #programmatic supply chain is still in need of cleaning up. See the recent examples of made-for-advertising sites, Forbes and Colossus calling into question ad buyers’ abilities to control what inventory they’re purchasing programmatically. This helps to explain why Digitas North America is planning to take a stricter approach to how it sources inventory. In this piece by Tim Peterson, we speak to Leah Askew.

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Great Article Evan!! Great to highlight the power of Spectrum Reach!!!!

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As the 2024 election cycle intensifies, political ad spending is set to surge in key states such as Arizona, Florida, Michigan, and Wisconsin. At Locality, we are tracking every race, every ballot initiative, and many more 2024 election cycle moments that will impact ad spending across local TV and streaming. Our Expert our expert Political Team, serves both political and non-political marketers alike, giving you insight into local political ad spending in the remaining 18 States with primaries, a spending shift towards Senate races and ballot initiatives in a Presidential election cycle, and a deeper dive at U.S. Senate races where both parties are heavily investing in local ads to sway voters and secure the Senate majority.

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https://lnkd.in/gSNGxFQp The Spencer Stuart annual CMO Tenure Study offers compelling insights into the evolving role and stability of CMOs, particularly noting the tenure stabilization at 4.2 years for Fortune 500 CMOs. It's intriguing that B2B CMOs tend to have longer tenures compared to their B2C counterparts, with 4.5 years versus 4.0 years respectively. This difference likely reflects the distinct challenges and market dynamics each sector faces. The study also highlights the increasing trend of CMOs taking on broader responsibilities and the significant number of first-time CMOs being promoted internally, suggesting a strong emphasis on leadership development and succession planning within organizations. It is great to see that women now represent half of Fortune 500 CMOs. I believe it's important now for companies to turn their attention to improving development and support systems for diverse high-potential leaders. #CMOtenure #B2BMarketing #Leadership #WomeninMarketing

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GM's decision to replace Apple CarPlay with their own Ultifi system is a bold move, but will it pay off? In-car tech is deeply personal and revolves around ease and familiarity. Forcing customers to switch may cause alienation, especially for the massive number of Apple users out there. As a loyal Apple user, I wouldn't purchase a car without CarPlay. Brand loyalty in automotive is no longer just about the car itself, but about the entire digital ecosystem of a person. GM, beware of the risks you take when tampering with customer experience and brand loyalty. #GM #Apple #CustomerExperience #BrandLoyalty #BrandStrategy

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Customers who have a positive emotional experience with a brand are up to 8 times more likely to become loyal customers and make repeat purchases. 📈 Discover how Omnicom took this to heart and adopted an AI-driven framework powered by Adobe solutions, to improve its customer experience efforts: https://adobe.ly/3Q8bhy0

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As the CTV landscape evolves, contextual AI is becoming essential for advertisers, addressing key challenges like targeting limitations, transparency issues, and lack of real-time insights. Jon Wallett VP of Sales, East Coast at Seedtag, emphasizes that innovation in contextual targeting is crucial for future success. Seedtag's contextual AI, Liz, enables brands to develop effective audience strategies, enhance creative messaging, and gain valuable insights, all while adapting to real-time trends. Wallett argues that embracing these advancements will drive greater transparency and more inclusive, interest-based targeting, making contextual AI indispensable for modern advertising. Watch the full interview here to learn more 📺 : https://lnkd.in/eZadMN24 #ContextualAI #CTVAdvertising #InnovationInMarketing

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Influencers and Connected TV (CTV) share key strengths: storytelling, authenticity, interactivity, and data-driven insights. As these two forces converge, brands are unlocking new opportunities to connect with audiences and drive meaningful actions. Learn more: https://lnkd.in/eyWHxt4F _ #GroupMMENA #CTV #influencermarketing

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People love entertaining commercials. But how do they get on the big screen in the first place?   The answer is through a process called media buying. Learn more on our website! #HavasEdge #advertising #mediabuying

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While self-service media buying platforms provide control and flexibility, partnering with agencies can unlock long-term benefits for your brand that you might miss out on.    Learn more 👇 #MediaBuying #Advertising #HavasHK #HavasChina

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There are few decisions in marketing as easy as choosing to reinforce your brand at the point of purchase. With in-store programmatic audio it's simple, fast, and effective.

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