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Brian St. Cyr

Leveraging AI for Media Planning: What Marketers Need to Know

By Brian St. Cyr on Fri, Mar 14, 2025 @ 09:18 AM in advertising capabilities, technology

Artificial intelligence is having a transformative impact on industries across sectors – including media buying and planning.

According to a Think with Google report that was published in February, “We’re in a new era of marketing, one where...

Podcasts + Newspapers = A Powerhouse Media Strategy

By Brian St. Cyr on Thu, Feb 06, 2025 @ 11:51 AM

Just over 20 years ago, The Guardian noted that “online radio is booming thanks to iPods, cheap audio software and weblog,” and asked, “But what to call it? Audioblogging? Podcasting? GuerillaMedia?”  

This new content format, which became known as...

Why your next national campaign should also be your next local campaign

By Brian St. Cyr on Wed, Jan 15, 2025 @ 01:59 PM in local advertising solutions, local advertising, benefits of local advertising

When planning national campaigns, marketers should be thinking locally, too.

A recent study from The Harris Poll and Locality found that 68% of U.S. internet users think marketing from national brands with local messaging makes ads more relevant and...

2025 Trend Report: Podcast Advertising

By Brian St. Cyr on Fri, Jan 03, 2025 @ 12:07 PM in advertising

Does your 2025 media plan include podcasts?

Podcasts have become increasingly important to listeners, with IAB reporting that “90% of the 100 million weekly podcast listeners in the U.S. describe their time spent listening as a meaningful part of...

The Future of Targeting in Healthcare Marketing

By Brian St. Cyr on Tue, Dec 17, 2024 @ 04:39 PM in healthcare, healthcare marketing

How can healthcare marketers balance personalization with privacy?

Today, more states are moving towards stringent regulations like Washington’s “My Health, My Data Act.” These privacy-focused laws go beyond HIPAA to protect a consumers’ sensitive...

Why newspapers can build trust

By Brian St. Cyr on Mon, Dec 02, 2024 @ 05:07 PM in benefits of print, print newspaper

Extra, extra, read all about it: Consumers across age groups trust newspapers, for both news content as well as advertising.

In its annual US Media Reactions Report, marketing data and analytics company Kantar found that newspapers were ranked #1...

Why Marketers Should Tune Into Audio

By Brian St. Cyr on Fri, Nov 15, 2024 @ 02:56 PM

It turns out that perhaps the famous prediction that video would kill the radio star might not be quite accurate. 

 According to RadioInk, more than half of people ages 13-34 tune into the radio daily, with the young demographics demonstrating a...

Reaching Gen Z: 3 Key Insights for Marketers

By Brian St. Cyr on Thu, Oct 31, 2024 @ 08:33 AM

According to eMarketer, “Born between 1997 and 2012, Gen Z represents about 20% of the US population as of 2023, per the US Census Bureau. In 2021, Bloomberg cited data from Gen Z Planet estimating the cohort had $360 billion in buying/spending...

How to Reach a B2B Audience

By Brian St. Cyr on Tue, Oct 22, 2024 @ 09:10 AM

“The age of B2B brand building is dawning,” reports LinkedIn’s B2B Institute. While the opportunity to make B2B connections is vast, how can advertisers make sure their messages reach the correct audience?

According to LinkedIn’s study, “81% of B2B...

Why digital and print are a winning combination

By Brian St. Cyr on Fri, Sep 27, 2024 @ 01:38 PM in digital advertising, benefits of print, best advertising solutions

When planning the latest campaign, marketers might wonder which delivers better ROI: digital or print? 

Rather than deciding between digital and print, however, the smart move is to leverage a combination of both.  Here’s why.

  • Build awareness and...