Active International
The corporate trade leader for four decades, we enable companies to maximize the value they receive for assets, increase their return on ad spend, and generate funding for unbudgeted expenses through innovative solutions.
March 19, 2025 Amazon has introduced Complete TV, a new AI-powered tool within its Demand-side Platform (DSP) to enhance campaign management across linear and streaming channels. Utilizing real-time data insights, Complete TV aims to maximize reach and frequency, offering advanced analytics and seamless integration with existing tools. This move strengthens Amazon’s position in the connected TV (CTV) ad market, providing advertisers with improved tracking and optimization capabilities.
See full article on Marketing Dive
Snapchat’s report highlights that platform-native, authentic, and DIY brand content performs best, generating 19% higher positive emotions and capturing attention for 13% longer compared to polished ads. Brand collaborations with Snap Stars also boost attention by 33%, while AR Lenses increase brand recognition by 40% and recall by 32%. The report emphasizes that ads should be fun, humorous, and emotionally engaging to drive business outcomes.
See full article on Social Media Today
Meta’s introduction of bot personas sparked a valuable conversation about the future of social media and digital advertising. While bots bring new opportunities for engagement, they also highlight the need for greater transparency and trust. By implementing clear regulations and labeling, platforms can ensure advertisers and users alike feel confident, opening the door to innovative advertising strategies and content experiences.
See full article on MarketingTech
Influencer marketing has evolved into Marketing 3.0, where brands use creator content across all touchpoints, from social media to product packaging. Successful brands plan content for both paid and owned channels, brief creators for various formats, invest in post-production, and test creator content against brand-produced content. This approach ensures broader reach and higher engagement across multiple platforms and marketing channels.
Along with Alan Elkin, Arthur co-founded Active International in 1984. Since its inception, the company has been recognized as the global leader in Corporate Trade and maintains a footprint in 12 countries.
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