Snapchat, in collaboration with VaynerMedia and Realeyes, has unveiled The Modern Brand Guide: Creating Scroll-Stopping Content on Snapchat, a research-driven playbook for optimizing video ads on the platform.

What the Study Found:
Authentic, native content generated 19% more positive emotions & held attention 13% longer
Product-focused content increased ad recall by 17%
Snapchat’s branded AR lenses drove 40% higher brand recognition & 32% higher recall
"Edutainment" ads boosted purchase intent by 17%
Partnering with Snap Stars increased ad attention by 33%

7 Best Practices for Engaging Snapchat Content

Leverage UGC: User-generated content fosters authenticity & relatability
Partner with Snap Stars: Collaborate with Snapchat’s top creators for wider reach
Use AR Lenses: Sponsored Lenses significantly boost brand recall & engagement
Hack Traditional Formats: Think beyond standard ad placements to capture attention
Blend Education & Entertainment: "Edutainment" drives longer engagement & higher conversions
Align with Passion Points: Tailor content to interests like fashion, sports, food, & entertainment
Prioritize Strong Branding: Maintain clear, consistent brand visuals throughout content

Why This Matters

With 850 million users, Snapchat remains a dominant platform among Gen Z & young millennials. Brands that fail to adapt their content strategies for native engagement risk missing a huge opportunity in the evolving digital ad landscape.

"Snapchat is redefining its role in the algorithm-driven video wars, and brands that don't adapt will miss a massive opportunity."
— Peter Chun, EVP, Global Head of PAC, VaynerMedia

QueBIT, a leader in analytics-driven business planning, has announced a strategic partnership with Vena, a top-tier enterprise planning platform built to harness Microsoft 365. This collaboration aims to redefine financial and operational planning, blending Excel’s flexibility with advanced automation and analytics.

Why It Matters
Businesses often struggle with disjointed planning processes—this partnership bridges the gap by offering a familiar yet powerful solution for financial planning, forecasting, and scenario analysis.

What This Partnership Delivers

Seamless FP&A – Automate budgeting, forecasting & reporting while retaining Excel’s flexibility
Cross-Department Collaboration – Build unified plans that align teams across functions
Advanced Scenario Planning – Use data-driven models to prepare for business shifts
Workflow Modernization – Reduce manual processes with real-time automation

Expert Insights
"Planning should be smart, accessible, and intuitive. Our partnership with Vena empowers organizations to drive better results using tools they already know."
— Gary Quirke, QueBIT

"We’re excited to collaborate with QueBIT to enhance planning and analytics, enabling businesses to make smarter, faster decisions while keeping Excel at the core."
— Shaun Jansen, Vena

Why It’s a Big Deal
With automation, real-time data integration, and advanced analytics, businesses can reduce complexity, enhance decision-making, and accelerate growth—without abandoning the trusted Excel ecosystem.

This partnership redefines enterprise planning—helping organizations strategize smarter & scale faster.

HighByte®, a leader in Industrial DataOps, has unveiled HighByte Intelligence Hub 4.1, introducing Callable Pipelines—a game-changing Industrial Data API Builder that allows users to create custom API endpoints to interact with industrial data sources.

What’s New in Version 4.1?

Industrial API Builder – Build custom API endpoints for industrial data
Native Integration with Aspen InfoPlus.21 – Enhanced connectivity for manufacturing
Amazon S3 Tables Support – Improved cloud data access
Granular Audit Logging – Ensures compliance for regulated industries
Enhanced File Connector – SFTP, directory reads, character decoding & metadata extraction
Pipeline Debug Tool – Test & troubleshoot pipeline stages in real time

Expert Insights
"The API Builder is a critical step for industrial companies looking to implement Edge AI and reliable data access at scale."
— Aron Semle, CTO, HighByte

"With enhanced audit trails, MES connectivity, and historian integration, HighByte is enabling manufacturers to standardize and scale their data architectures seamlessly."
— Paul Power, CEO, Deep Digital Solutions Group

Why It Matters
Industries like life sciences, oil & gas, and manufacturing are rapidly adopting Industrial DataOps to enable real-time decision-making and regulatory compliance. HighByte Intelligence Hub 4.1 empowers companies to integrate, contextualize, and standardize data across OT & IT environments effortlessly.

A New Era of Scalable, Secure, and Compliant Industrial Data Solutions.

Skydeo, a leader in predictive audience data, has launched Skydeo Audience Manager (SAM)—a game-changing platform that helps brands, agencies, and platforms discover, activate, and optimize high-performance audience segments across social, mobile, CTV, and programmatic advertising.

Why SAM Matters

Instant access to 30,000+ predictive audience segments powered by 1.4 trillion data points
AI-driven precision—enhancing audience targeting & reducing wasted ad spend
Seamless activation across multiple digital advertising platforms
Omnichannel efficiency—social, programmatic, CTV, and mobile targeting in seconds
Improved campaign performance with real-time audience insights

Industry Leaders on SAM’s Impact

"We developed SAM to eliminate inefficiencies in audience targeting, providing a cross-platform system of record that makes campaign execution smarter, faster, and more effective."
— Mike Ford, CEO, Skydeo

"SAM is a game-changer—helping brands find & connect with the right audience effortlessly, so marketing teams can focus on strategy."
— Jennifer Peters, Director of DTC & Ecommerce, Olly

Driving AI-Powered Audience Intelligence
With AI and predictive analytics playing a critical role in personalization and automation, SAM supplies high-quality behavioral datasets to enhance machine learning models for:

Smarter audience segmentation
Higher engagement rates
More efficient campaign execution

Skydeo is redefining audience intelligence. 

Casey Hendrick has been appointed as the next CEO of United Direct Solutions, effective April 1, 2025. He succeeds Tom Clines, who will step down after 33 years of service, transitioning to the Board of Directors.

Hendrick’s Vision for UDS

Expanding data analytics & predictive modeling for targeted marketing
Enhancing omnichannel communication strategies to serve diverse industries
Continuing innovation in direct mail & marketing solutions

Statements from Leadership

"I have full confidence in Casey’s ability to lead UDS into the future. His passion for innovation and commitment to clients make him the perfect choice."
— Tom Clines, Outgoing CEO

"I am honored to take on this role and build on UDS’s legacy of excellence, growth, and creativity."
— Casey Hendrick, Incoming CEO

With 15 years at UDS and 25 years in the industry, Hendrick is set to lead UDS into its next phase of innovation and client-focused solutions.

MTN South Africa, a key player in Africa’s largest mobile network, has partnered with LotusFlare to enhance digital commerce and customer experience.

What This Partnership Brings:
Cloud-Native Digital Commerce – Greater agility to meet customer demands
Monetization Innovation – New revenue streams for telecom services
Improved Customer Experience – Seamless and enhanced service offerings

Leadership Insights

"Our Cloud platform will enable MTN to deliver a truly exceptional experience to its customers."
— Sam Gadodia, CEO, LotusFlare

"This collaboration strengthens our position as a leading telecom provider in South Africa."
— Divyesh Joshi, Chief Strategy & Transformation Officer, MTN SA

This landmark partnership marks a new era for South African telecommunications, setting a higher standard for digital innovation.

Rain the Growth Agency, a leading independent full-service advertising agency, has promoted Kyle Eckhart to Chief Operating Officer (COO). Previously serving as Senior Vice President, Growth, Eckhart has been with the agency for nearly 20 years, showcasing leadership, innovation, and alignment with the agency’s core values and vision.

Eckhart’s Journey at Rain the Growth Agency

• Started as a Media Account Coordinator and advanced through leadership roles in Client Services.
• Played a key role in supporting top clients such as Humana, Vonage, SimpliSafe, Microsoft, 1-800 Contacts, and Chewy.
• Integrated client needs with the agency’s expertise in creative, media, strategy, and analytics.

Leadership in Business Development & Innovation

• Led business development and marketing efforts since 2013, staying ahead of industry trends.
• Championed future-focused initiatives, including:
  • Responsible AI implementation within agency operations.
  • Modernizing video offerings in linear TV, CTV/streaming, social, and digital.
• Focused on adapting the agency’s positioning to meet evolving client demands.
• Drove consistent 10%+ compounded annual growth rate in new business revenue.
• Spearheaded major client acquisitions including Dr. Squatch, Shutterfly, Curology, Betterment, Babbel, Shopify, and SciPlay.

Vision as Chief Operating Officer

• Will refine and implement operational strategies aligned with the agency’s long-term goals.
• Aims to enhance efficiency, growth, and resource optimization.
• Will continue to lead innovation and product development while serving as an executive lead on key client accounts.

Leadership Endorsement

• Jane Crisan, CEO of Rain the Growth Agency, highlighted Eckhart’s process-driven mindset and ability to challenge the status quo as key assets for leading the agency’s operational excellence.
• Eckhart expressed enthusiasm about driving growth and maintaining the agency’s competitive edge in an evolving industry.

Delivr.ai has acquired 4-Eyes.ai, a leader in AI-powered audience solutions, strengthening its position in person-based intent intelligence. This acquisition integrates Delivr.ai’s industry-leading intent data platform with 4-Eyes.ai’s advanced AI capabilities, reshaping intent-driven marketing and sales intelligence.

Strategic Impact of the Acquisition

• AI-Powered Innovation: Combines Large Language Models (LLMs) and Generative AI to match messaging with content buyers engage with, driving deeper engagement and higher conversions.
• Enhanced B2B Sales & Marketing: Unifies AI-driven contextual targeting with Delivr.ai’s platform to address industry challenges.
• Strengthened Market Position: Establishes Delivr.ai as a leader in AI-powered intent intelligence, transforming the B2B marketing technology stack.

Industry Leadership & Vision

• Todd Abbott, CEO & Co-Founder, Delivr.ai: "By integrating 4-Eyes.ai’s advanced AI capabilities, we are transforming the buyer-intent landscape—driving innovation, accelerating growth, and reshaping B2B marketing."
• Eric Shaffer, CEO, 4-Eyes.ai: "Leveraging AI to decode unstructured intent signals enables brands to pinpoint and activate high-intent decision-makers with unmatched precision."

Benefits for Businesses

Next-Level Personalization

• AI-driven activation strategies drive 5x higher engagement.
• Combines person-based intent data with AI-powered modeling for deeper audience insights.

Precision AI-Powered Targeting

• Moves beyond broad company-level intent data to pinpoint individual high-intent buyers.
• Unlocks actionable insights that drive higher conversion rates.

Shaping the Future of Buyer-Intent Solutions

• Delivers AI-driven solutions that connect businesses with buyers faster and more effectively.
• Positions Delivr.ai at the forefront of AI-powered intent intelligence.

Commitment to Smarter, Faster Marketing Solutions

• The combined Delivr.ai & 4-Eyes.ai teams are focused on enhancing precision, efficiency, and marketing ROI.
• This merger redefines B2B marketing, delivering next-generation, high-impact intent-driven solutions.