1. What role does advertising play in your current media strategy, and how are you scaling it to reach cross-platform audiences effectively?

Ampersand helps advertisers reach and measure audiences at scale, across 63 million households, with data-informed media plans designed to reach a brand’s key audience in ad-supported linear, streaming and on-demand video content.  We tend to see very impactful media performance when multiple platforms are layered into a media plan.  For example, a recent campaign targeting the same strategic audience on traditional and addressable media, saw great success and reached 89% of its strategic audience while also driving a +21% lift in website visits.

1.    With the rise of full-service agencies, how do you see the integration of diverse creative disciplines influencing brand storytelling?

MIMI: Full-service only works when the different disciplines actually work together. And that takes more than just process. It takes empathy. Our clients don’t move in straight lines, so we build systems that can flex with them. That means staying close, understanding how they really work, and supporting real-time, multiplatform storytelling.

CASEY: And it’s not just about having all the parts. It’s about when and how you use them. Integration isn’t just structure, it’s flow. It has to feel like a symphony, not a checklist.

PETE: Totally. The tighter the team, the tighter the story. You feel it when it works. No seams. No translation gaps. Just clarity. And the more integrated we are with each other, and with our client partners, the easier it is to get there.

2.    What challenges and opportunities arise when balancing data-driven insights with creative intuition in marketing strategies?

CASEY: The challenge is thinking data should hand you the answer. It doesn’t. It just helps you ask better questions and bring you the insight that makes the idea smarter.

MIMI: Exactly. Data helps us see the shape of the opportunity. But turning that into something meaningful takes judgment. You still have to make choices, take risks, and push for ideas that move people

PETE: Data is like a flashlight, not a map. It shows you where to look. But then you gotta walk into the dark and make something. Without it, you just… you end up where everyone else already is.

3.    How have client expectations shifted in recent years, and how should agencies adapt to meet these new demands?

MIMI: Clients want fewer layers, faster thinking, and real collaboration. That means showing up with smart ideas that move their business forward, not our own agendas. We built CAPE to move fast and go deep, so the work isn’t just quick; it’s right

CASEY: And clients don’t want vendors. They want partners. People who show up with ideas before being asked. Who aren’t just watching the brief, but watching their business.

PETE:  They want to know we’re thinking alongside them. Like, if you send over a deck and disappear for two weeks, that’s not a partnership. That’s homework.  We need to collaborate, iterate, and work together with audience data to get to the best outcomes… both creatively and for the business.  The two are completely interlinked when you work like this.

4.    How important is it for agencies to cultivate a culture that encourages both creative risk-taking and accountability?

CASEY: You can’t have one without the other. Risk with no accountability is chaos. Accountability with no risk? That’s wallpaper. And we’re not here to play it safe. But we are here to be sharp.

PETE: Yeah, you want a team that swings big but owns the outcome. If something flops, we say "cool, what did we learn?" and move on. No scar tissue, but one brick on top of another.

MIMI: We talk about the small mistakes out loud. It keeps us sharp, keeps us honest, and shows the team that taking smart risks is part of the deal. If we want the best work, we’ve got to make room for a few missteps—and learn from them fast.

5.    How can agencies prepare for the increasing demand for personalized and immersive brand experiences?

MIMI: Modularity. You need creative that flexes across channels, audiences, and contexts and a system behind it that knows how to serve it up.

CASEY: Right. For CAPE it’s about programming to the ecosystem. Personalization isn’t about making 1,000 versions of something. It’s about making the right one show up at the right moment. It’s about thinking natively within each medium, allowing for something more engaging, more natural and ultimately a better, more immersive experience.

PETE: We’ve built a responsive creative ad system for this exact need.  I don’t want to give away too much that’s proprietary, but we’re building creative assets that actually adapts to, and leverages modern media that… I’ve said too much.  Just ask us for our MoCA case study.

6.    What advice would you offer to emerging leaders aiming to navigate and succeed in the evolving creative industry?

MIMI: It’s easy to get caught up in chasing wins. But if you’re not helping your clients grow, it won’t last. Stay close to what they need. That’s how the work gets better and the business follows.

CASEY: Stay curious. Learn both sides of the business. If you can speak "client" and "creative," you have a more valuable perspective.

PETE: Be someone people want in the room. Not just because you’re smart, but because you listen, you can understand how businesses work, and you’re making the work better. That stuff matters more than you think.

SurveyMonkey, the world’s most popular platform for surveys and forms, recently launched its new Trust Center, a new transparency hub that helps businesses evaluate the company as a trusted partner, strengthen internal accountability, and build lasting customer trust. We chatted with Sally-Anne Hinfey, VP, Legal, to learn more.

1. From your perspective, what are the primary disconnects between claimed GDPR comprehension and actual real-world compliance within organizations?

The disconnect often lies between policy and practice. Many organizations believe they’re compliant because they’ve ticked the right boxes on paper. In reality, true compliance requires strong leadership and strategy, effective program management, comprehensive training and education, continuous monitoring, internal accountability, and diligent vendor oversight. In fact, our research affirms that while 95% of UK businesses say they understand and meet all GDPR requirements, over half have still experienced data-related issues—proof that confidence doesn’t always equal control.

2. Budget constraints and legacy technology are identified as significant barriers to cybersecurity investment. How does your organization navigate these financial and infrastructural challenges to ensure robust data protection in a threat-prone environment?

We take a focused, risk-based approach—prioritizing security investments that deliver the greatest impact given our business’s risk profile and leaning into our existing tools and assets. Rather than trying to do everything at once, we identified the highest-risk areas for our business and layered protections accordingly. It is an iterative approach, not a one-and-done project. It requires a layered and multi-faceted threat prevention and detection program that you are continually reviewing and updating. Steps we took included appointing a strong leadership team for security, strengthening our cloud and zero-trust architecture, implementing rigorous monitoring and incident response processes, and designing access controls that made sense for our business and our customers. Finally, we keep our teams trained and informed. By embedding security and privacy-by-design into our workflows, we avoid costly retrofits later on.

3. How is your organization addressing the unique data privacy and security implications introduced by AI technologies, particularly generative AI? 

We’re actively building guardrails to manage AI responsibly. This includes establishing internal governance policies that are mapped to industry standards as well as regulatory requirements, a working group with responsibility for defining and managing risk, restricting certain high-risk use cases, and providing AI-specific privacy training to employees. Our research states that 70% of UK businesses are already developing or implementing policies to manage AI-related privacy concerns. Thoughtful governance is becoming a baseline. For us, it’s not just about compliance—it’s about using AI in a way that builds trust and creates value.

4. How do you quantify or assess the ROI of robust data protection practices in terms of customer loyalty and market differentiation?

Trust has become a key differentiator, with three-fourths of respondents (75%) from Cisco’s 2024 Consumer Privacy Study admitting they will not purchase from organizations they don't trust with their data. When customers see that we handle their data with care—and can back it up with transparency and credentials—they’re more likely to stick with us and refer others. That kind of loyalty doesn’t just protect revenue, it fuels growth. Our new Trust Center is a perfect example: it makes our commitment visible, helping procurement teams choose us with confidence.

5. What are the key criteria for your organization to verify a vendor's data security and privacy posture?

We look for a clear, documented commitment to privacy—ideally backed by third-party audits, recognized certifications, and transparent practices. But beyond paperwork, we assess how embedded data protection is within a vendor’s culture and operations. Do they train their teams? Can they answer detailed questions about data handling, data retention, and deletion practices? Can they show—not just tell—that they’re trustworthy? Those are the markers that give us confidence.

6. Looking forward, what are your organization's top priorities for future data privacy investments to maintain a competitive edge and ensure long-term compliance?

Looking ahead, our focus is on scalability and resilience. As privacy regulations evolve and AI adoption accelerates, we’re investing in technology that helps us stay ahead, like automated privacy management tools, advanced encryption, zero trust architecture, and stronger vendor risk assessment frameworks. We’re also doubling down on transparency, because as SurveyMonkey research cites, nearly 90% of businesses now insist on clear proof of compliance before partnering. Making that information accessible isn’t just good practice—it’s becoming table stakes.

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1. What investments has your company made in enhancing national-to-local digital marketing performance, particularly in local SEO and hyper-local targeting?

We’ve acquired Rallio, which connects national companies to their locations through local social media marketing, review generation and analysis, employee advocacy, industry ecosystems, and local listings. The technology is groundbreaking and fully powered by AI to get more done faster. In addition to our software Rallio, we also have playbooks for brands that ensure they target Google Business Profiles, local pages, and digital PR in a way that drives results. All of this is tied together with our national-to-local dashboards that provide a view of both national and individual locations. Furthermore, we offer enterprise sites, local landing pages, paid media, conversion rate optimization, tracking and more, all integrated with local SEO.

2. How does your organization prioritize partnerships or acquisitions to bridge gaps between marketing strategy and technical execution?

Ignite Visibility is always looking for the best solutions for our clients to deliver the most value from our platform. We currently offer enterprise websites, a full suite of digital marketing services, and our powerful software to tie it all together, Rallio. But the digital marketing world is increasingly complex, and when we don’t have a solution internally, we love working with partners who are the best at what they do. Whether that means working with a reporting solution like Looker Studio or Tap Clicks, an enterprise paid media or SEO platform, or a project management system, we are always partnering with the solution that is best for the client outcome.

3. How prepared is your technical team to implement custom solutions such as Progressive Web Apps (PWAs), advanced APIs, and automated workflows?

Our team is very prepared, especially with our recent acquisition of Outliant, a premier web development company. We are really leaning into custom solution architecture and development that meets the needs of the business’s customers. Out-of-the-box solutions do not always work for enterprise businesses. They often need their own technology, and when they have that, it sets them apart from the competition. I’ve always said the future of the internet belongs to those who can convert traffic for less. Our company understands the importance of Progressive Web Apps, advanced APIs, owning your data and automated workflows. When the solution architecture demands something custom, we are more than happy to map it from start to finish.

 4. What tools or strategies have been most effective in maintaining a consistent brand experience while adapting content and campaigns to local market needs?

Brand guidelines are critical, and with our platform software Rallio, we’re able to upload those guidelines and ensure they’re followed. We see a lot of different levels of regulation with multi-location businesses that might come from the industry or individual brands.

Some companies allow their individual locations to run their own marketing campaigns while others have incredibly strict guidelines. Our company works with the business to execute the vision they have for control.

When it comes to local markets, it’s important to localize SEO content and social media content as much as possible, in addition to paid media ads. We have manual and AI solutions that can create local content at scale. It’s important to have themes built out by major markets, and then localize the content as much as possible for the best results.

5. What factors are most critical when evaluating the strategic fit of an agency or partner for digital transformation initiatives?

Over the last five years, there’s definitely been a shift toward agencies that specialize. For example, at our company, we work with enterprise brands, multi-location businesses, and franchises. We also build custom solutions for unique opportunities where we have experience.

If you’re evaluating an agency or partner, it’s important to fully understand what they’re best at and the experience they have. Generally, somebody who specializes in making TV commercials is not going to be the same person to do your local social media. Additionally, someone who specializes in SEO or paid media for one location businesses is not equipped to run an enterprise campaign.

I expect this trend to continue, resulting in agencies gaining more and more of a competitive advantage in certain niches. My advice is to find an agency that you feel comfortable with, and that will go above and beyond for you. They should understand your industry, be able to show proven results, and have unique technology and strategies that get you excited.

6. How does your leadership team assess the long-term ROI of agency acquisitions or integrations from both marketing and operational standpoints?

When it comes to acquisitions and integrations, you need to think about it a few different ways.

●     Is it a partnership?

●     Should we build it?

●     Should we buy it?

Finding the right solution for the customer will come from one of those three areas. Of course, there’s always the option of sending business to another partner or simply saying you don’t offer that at all. But at the end of the day, the main goal is to offer the most value to your clients who utilize your platform. And that is what Ignite Visibility is, a platform that connects our customers with the best answers to their problems.

When looking at the long-term ROI of each of these items, it simply comes down to the bottom line of the business overall and the contribution margin from the acquisition, the partnership, the build initiative or saying no. All of these things have value, and many times, simply saying no to a category or opportunity can be one of the best drivers of revenue growth.

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At the intersection of conscious storytelling and emerging technology, NRJ Media Group is shaping a bold new blueprint for purpose-driven media. Founded by former Lucasfilm executive Norma Garcia and entertainment tech visionary Rich J. Reid, the company is behind Energis Podcast, a values-led show amplifying voices across tech, sports, and entertainment. In this exclusive conversation, Norma and Rich share how their mission shapes content strategy, how they’re responding to the rapid rise of AI, and why they believe storytelling remains one of humanity’s most powerful tools for change.

Q1. How does the launch of the Podcast reflect your broader mission to fuse storytelling with purpose and transformation?

Answered by Norma Garcia

The Energis Podcast is a direct expression of our mission at NRJ Media Group: to use storytelling as a catalyst for personal and collective transformation. In a media landscape full of quick takes and surface-level content, we’re building something more intentional. Energis is a platform for meaningful dialogue, personal insight, and bold ideas that move people to action.

For us, purpose and narrative are inseparable. This podcast gives us a dynamic platform to showcase changemakers across sectors who are living proof that meaningful impact begins with intention.

Rich and I created Energis not just to interview accomplished people, but to surface the defining moments that shaped who they are; the doubts, decisions, and turning points. By spotlighting these stories, we’re helping listeners see that transformation is possible for them, too. It’s about democratizing access to inspiration, wisdom, and real-world strategies. We want each episode to be more than content; it should be a spark. That’s how we live our mission: by fusing entertainment with emotional resonance and a clear call to evolve.

Guests have included Pablo Hidalgo (Lucasfilm), Ricky Blair (tech entrepreneur), Shelton Benjamin (professional wrestler), and Kwame Patterson (actor), with upcoming episodes featuring Lyle Workman (musician) and Rob Hollocks (filmmaker), and others.

Energis Podcast is available on major platforms including Apple Podcasts, Spotify, Amazon Music and YouTube.

Q2. As a storytelling-driven media company, how do you ensure that each content initiative strengthens both its brand equity and its audience impact?

Answered by Rich J. Reid

Everything we create is grounded in values. At NRJ Media Group, we believe storytelling should not only entertain but also elevate. That’s our North Star, and it guides every creative decision: from podcast guest selection to how we partner on TV, film, or live experiences.

We build brand equity by being consistent in the kind of voices we amplify and the values we reflect. If it doesn’t inspire, illuminate, or promote positivity, it doesn’t align with our brand. At the same time, we think deeply about audience resonance. What are people yearning for? What stories help them feel seen, empowered, or equipped to take action? That’s the sweet spot: where mission and impact meet. Our audience trusts us because we never chase trends; we chase meaning.

Q3. Your Podcast highlights voices from diverse sectors including tech, sports, and entertainment. What are the strategic benefits of curating such cross-sector narratives in today’s media landscape?

Answered by Norma Garcia

We live in a time where boundaries between industries are blurring, and that’s where the most interesting conversations live. By bringing in voices from different sectors, we’re not just sharing diverse experiences; we’re revealing common threads of resilience, reinvention, and innovation.

From my background in entertainment technology, I’ve seen firsthand how ideas from one field can completely reframe another. A tech founder might inspire a filmmaker. An athlete’s mindset might resonate with a creative entrepreneur. Our job is to build those unexpected bridges, and when we do, we expand what’s possible for our audience.

Strategically, it also positions Energis as more than an industry podcast. It’s a platform for cross-pollination: a space where purpose-driven leaders connect beyond their silos. That’s what modern storytelling needs.

Q4. How are podcasts selected to align with the show’s mission, and what criteria are used to ensure they represent diverse, actionable perspectives?

Answered by Rich J. Reid

Our selection process is both intuitive and intentional. We look for guests who’ve not only achieved success but have depth—people who’ve had to navigate real obstacles and come out with wisdom worth sharing.

Diversity for us goes beyond optics. It’s about worldviews, lived experience, and the kinds of stories that rarely get mainstream attention. We’re intentional about featuring people from different industries, cultures, and life journeys. But we also ask: Is there a takeaway here that our audience can use? Will this story challenge or energize someone?

We want every episode to offer both insight and inspiration. So when someone listens, they don’t just walk away impressed, they walk away activated.

Q5. What role do you believe purpose-driven media platforms play in redefining public narratives around entrepreneurship, resilience, and reinvention?

Answered by Norma Garcia

Purpose-driven media has the power to reframe what we glorify and what we value in public discourse. For too long, entrepreneurship has been portrayed as overnight success and perfection. At Energis Podcast, we’re spotlighting the real stories where setbacks, pivots, and purpose are part of the journey.

By humanizing success, we normalize resilience and encourage reinvention. These are not just buzzwords for us; they’re the throughlines of every guest we feature. And in doing so, we help reshape the narrative from "winning at all costs" to "growing with intention."

Media that leads with purpose isn’t just reactive; it’s visionary. It asks: How can we raise the collective frequency? How can we tell stories that heal, not just hype? That’s the impact we’re working toward.

Q6. As a media leader, how do you see storytelling evolving over the next five years in terms of creating cultural value and real-world impact?

Answered by Rich J. Reid

We’re entering a renaissance where storytelling is becoming more participatory, more immersive, and more values-driven. The future of storytelling will be co-created, not just by artists, but by communities who demand authenticity and impact.

AI is already out there, and it’s moving fast. It is reshaping the world in real time, changing how we communicate, how we create, and how we connect. At NRJ Media Group, we don’t want to just stand by and watch that transformation happen. We want to help shape it—with intention, integrity, and imagination.

Our commitment is to ensure that as AI evolves, it amplifies human creativity rather than replaces it. That means building tools and platforms that reflect our values, empower self-expression, and serve the greater good.

With the rise of ethical AI comes great responsibility. We believe technology should support storytelling, not override it. That’s why our focus remains on preserving the soul of storytelling while embracing innovation in thoughtful, inclusive ways.

In the next five years, stories will not only entertain; they will mobilize. Whether through cultural shifts, policy conversations, or personal breakthroughs, storytelling will become one of the most powerful forces for meaningful change. That is the future we’re helping to build.

1. How is Wistia thinking about the role of video in global marketing strategies in 2025? Are you seeing more demand for tools that support regional or audience-specific content?

Video is no longer just a single asset. It’s the backbone of marketing. It fuels social engagement, can be educational and builds trust fast. But, to successfully reach a global audience, it has to be personal, relevant and easy to produce at scale. This is where localization comes in. Not just subtitles of an audience’s native language, but voice dubbing of the language.

At Wistia, we have doubled down on innovation with AI dubbing, translations and automated workflows in video. These tools help marketers reach a global audience that feels authentic and helps build trust and loyalty.

2. What’s Wistia’s perspective on the use of AI in video production and personalization? Are there features within the platform that help streamline tasks such as transcription, translation, or targeted content delivery?

At Wistia, we see AI as a powerful tool to help marketers scale their video efforts without sacrificing quality. Our 2025 State of Video Report found that there’s been a massive shift in how AI is being used. Last year, just 18% of video professionals reported using AI to create content. This year, that number has more than doubled to 41%, reflecting the growing demand for more efficient and versatile video production.

But AI’s role goes beyond speed and scale. It also plays a critical part in improving video accessibility. Wistia has an AI-powered transcription feature that automatically generates transcripts as soon as a video is uploaded, making it easy to repurpose content or add captions. In fact, we’re the first video marketing platform to offer end-to-end AI translation and voice dubbing, enabling users to localize their videos with just a few clicks. All marketers need to do is simply generate a transcript and choose the desired languages to add captions or dubbed audio. On the delivery side, Wistia also leverages a global Content Delivery Network (CDN) to optimize streaming performance, ensuring audiences get the best possible viewing experience wherever they are.

AI should enhance, not replace, the human element in video. Trust and authenticity still come from people. The tools that will truly succeed are those that integrate seamlessly into existing workflows, making adoption easier and impact greater.

3. How important is delivering region-specific, culturally relevant video content in building brand loyalty among international audiences?

It’s very important. When you’re speaking to international audiences, region-specific and culturally relevant video content can make all the difference in how your brand is received. People typically connect more deeply when content feels tailored to them. Not just in language, but in tone, visuals and references that reflect their culture. It builds trust and makes brands feel more human.

With Wistia tools like AI-powered dubbing and localization, it’s easier than ever to create content that resonates across different markets – without needing to reinvent the wheel for every region. In the long run, thoughtful and authentic content is what will drive loyalty and lasting relationships with audiences.

4. What key metrics can marketers track in Wistia to understand the impact of their video efforts?

Wistia provides marketers with a robust set of analytics to measure the true impact of video efforts. Key metrics include play rate, which shows how many viewers are actually clicking play (helpful for evaluating thumbnails and video placement) and engagement graphs, which reveal exactly where viewers are dropping off, skipping ahead or rewatching the video. Video heat maps also offer even deeper insights at the individual viewer level, highlighting which parts of a video resonate most with audiences.

For marketers focused on conversions, Wistia tracks in-video elements like turnstile forms, calls-to-action and annotations to drive lead generation and engagement. Marketers using Wistia Channels also benefit from aggregated insights that show how their entire video libraries are performing and which content drives the most value. Together, these metrics empower teams to move beyond surface-level stats and make more strategic, data-driven decisions about their video content.

5. How does Wistia see the balance between native capabilities and third-party integrations? Are there areas where you're intentionally leaning into partnerships versus building in-house?

At Wistia, we focus on blending powerful native features with seamless integrations, so marketers get the best of both worlds – without disrupting their existing tech stacks. Our team is committed to making video creation and marketing accessible to everyone, not just seasoned video producers, which is why we invest heavily in integrated capabilities like AI-powered transcription, dubbing and video editing tools. These features allow marketers and teams of all sizes to create high-quality, on-brand content without needing a full in-house production crew.

Whether it’s our integrations with HubSpot or Marketo for lead tracking, or Pardot for analytics, we lean into partnerships that make user workflows smoother and more powerful. Ultimately, it’s about giving teams the flexibility to move fast and create videos without friction, regardless of their production experience.

6. As companies scale their video libraries, how is Wistia supporting consistency in quality, branding, and workflow efficiency across large teams and multiple campaigns?

As companies grow their video libraries, Wistia makes it easy to stay consistent and efficient across teams and campaigns. Built-in brand controls, such as custom video players, colors and thumbnail presets, keep everything looking consistent and on-brand. Content stays organized with folders and channels and user permissions help make sure the right people have access to the right tools.

For teams juggling a lot of video content, Wistia Channels also helps to group videos into branded collections that double as landing pages. Plus, with features like automatic transcription and AI-powered localization and integrations within the platform, workflows are smoother and faster. This lets teams scale their video content fast, without sacrificing quality or control.

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1. With the new enhancements to your Creative Measurement solution, how do you envision improving the speed and accuracy of testing audio assets at scale?
The enhancements to our Creative Measurement solution were designed with scale in mind. By streamlining asset setup and enabling real-time, in-platform collaboration, we’re significantly reducing the time it takes to go from concept to actionable insight. Brands can now test multiple creatives across target audiences simultaneously, eliminating the bottlenecks that traditionally slowed down pre-market testing. The result is faster validation, sharper messaging, and more confident media investment decisions—all without sacrificing the scientific rigor our partners rely on.

2. What role does creative measurement play in your media investment decisions, particularly within the growing audio advertising landscape?
Creative measurement is no longer a “nice to have”—it’s a strategic imperative. In a medium as intimate and impactful as audio, the difference between good and great creative can directly impact ROI. We use creative measurement to not only understand what resonates but why it resonates. This allows us to double down on high-performing assets, optimize underperformers, and ensure every dollar we spend is driving maximum return.

3. What challenges have you encountered in aligning marketing, creative, and analytics teams on campaign objectives, and how could integrated feedback features help address those issues?
One of the biggest challenges we hear about is translating qualitative creative ideas into measurable performance goals that everyone—from the brand team to the data scientists—can rally around. When feedback lives in email chains or spreadsheets, it creates silos. By integrating campaign objectives and feedback directly into the measurement platform, we’re fostering alignment among various teams across an organization from the start. Everyone sees the same data, speaks the same language, and works toward the same outcome.

4. How important is cross-functional alignment in a brand’syour creative testing processes, and how can they do you plan to take advantage of capabilitiestools like permission-based collaboration features?
Cross-functional alignment is essential. The most effective campaigns are born when creative, strategy, and analytics come together around shared KPIs. With permission-based collaboration, clients can securely loop in the right stakeholders at the right time—whether it’s brand managers reviewing creative effectiveness or analysts diving into audience segmentation. This level of control ensures focused collaboration without unnecessary noise, enabling teams to move quickly and make smarter decisions together.

5. As an organization evaluates platforms for creative measurement, how important is it to integrate feedback loops and campaign objectives directly into the analytics environment?
It’s critical. Measurement in isolation is just data. When you embed feedback loops and campaign objectives into the analytics environment, you turn that data into direction. Our goal is to enable iterative creative refinement—where insights lead to immediate action, and action leads to better outcomes. That’s what drives continual improvement and sustained brand lift across channels.

6. With the continued rise of podcasting and streaming audio, how are brands you evolving theiryour marketing strategies to ensure consistent brand voice and performance across all audio channels?
Consistency in brand voice is non-negotiable—especially in audio, where tone and sound identity carry so much weight. We’re evolving our client’s strategies by putting creative testing at the center of every audio investment. From host-read podcast ads to dynamic streaming audio spots, we can validate every asset against our benchmarks for recall, favorability, and resonance. This ensures a brand’s voice is not only consistent but consistently effective—no matter where it’s heard.

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1. What data signals or cultural cues do you prioritize when crafting contextually relevant messages for diverse consumer segments?

At Mundial Media, we balance linguistic, cultural, and behavioral cues to develop meaningful messages. Beyond surface-level demographics, we analyze language nuances, regional dialects (such as British vs. American English), cultural milestones (like Christmas, Diwali, or the Super Bowl), tone, and platform-specific interaction styles (like the casual tone on social media versus the formal tone on professional platforms). For multicultural audiences, proper context isn’t just about placement; it’s about reflecting the audience’s passions, values, and real-time cultural moments.

2. What are the primary challenges brands face today with digital marketing performance, and how do you believe contextual advertising addresses or alleviates those challenges?

Many brands today struggle with signal loss, which refers to the difficulty in maintaining a consistent message across various platforms, and shifting audience behaviors, as consumers' preferences and habits change across different digital environments. The rise of content consumption in diverse and decentralized environments makes it harder to reach the right audience at the right moment with relevance.

Contextual advertising helps address this fragmentation and performance gap by aligning creative content with the surrounding context and cultural moment, thereby matching the message with the mindset. This approach enhances resonance and performance without requiring a heavy reliance on data.

At Mundial Media, we take this further by offering brands a way to reach multicultural and often hard-to-reach audiences with precision and at scale. Our contextual strategy spans CTV, digital, audio, and in-app environments, ensuring brands meet consumers wherever they’re engaging. This helps bridge the gap caused by decentralization and creates authentic, in-the-moment connections that are culturally aligned and performance-driven.

3. In what ways do you see contextual advertising outperforming traditional audience-based targeting in terms of advertising ROI?

Our extensive research has shown that when an ad naturally fits its environment, whether a Spanish-language article about food or a creator video rooted in Gen Z humor, it commands more attention and earns higher engagement. Contextual campaigns outperform traditional audience segments by anchoring messaging in relevance. By aligning with environmental, emotional, and cultural factors, we’re achieving higher ROI without the need for overly complex user tracking models.

4. How do you measure the effectiveness of context-based campaigns in driving brand lift and ROI, particularly in multicultural segments?

We combine brand lift studies, which measure the increase in consumer perception of a brand, with engagement analytics, which track user interaction with the ad, and attention metrics, which gauge the amount of time users spend with the ad, to measure the effectiveness of our context-based campaigns. For multicultural campaigns, we closely examine how language, tone, and cultural framing impact performance. Metrics like click-through rate by language, emotional resonance, and message recall help us determine what’s working and why. We always focus on driving performance and brand affinity by ensuring the message lands in the proper context with cultural precision.

5. How do you think contextual advertising drives relevant engagement in diverse and fragmented digital environments?

Today’s media consumption is increasingly fragmented, with audiences more present on niche platforms and in micro-moments. Contextual advertising meets them in those environments with creative that feels native, timely, and culturally relevant. Instead of chasing users, we focus on aligning with their mindset. That makes the experience more authentic and less intrusive, which drives deeper engagement.

6. How does contextual relevance influence the creative development process, especially when crafting campaigns for culturally diverse audiences?

Context is the backbone of creativity. From the choice of imagery and copy to tone and pacing, everything is shaped by the cultural environment and audience expectations. For diverse audiences, we avoid one-size-fits-all messaging in favor of tailored creative that feels familiar and respectful. When we align creative with cultural context, it doesn’t just perform better; it builds lasting trust with the audience.

Get in touch with our MarTech Experts.