Effective  is redefining how media planning and buying drive growth in 2026. 📈 Effective is at the forefront of AI, the expansion of retail media and evolving the performance expectations of creator campaigns. These approaches and more are ways Effective helps brands to win in the year ahead. 1️⃣ AI Everywhere: From Planning to Performance AI now sits at the center of Effective's media research, planning, buying and reporting services. With 24% of AI users delegating decisio

This is the second post in a series on how to improve the ROI of B2B paid media.

Connect the dots between B2B ad spend and incremental revenue so you can unlock higher ROI on your paid media. We’ve all been on sites that promise the Next Big Revolution, but still rely on lead forms in order to get entries into the sales pipeline. This is incredibly ineffective. A study by 6Sense showed that only 3% of visitors actually entered information when presented with forms . Without reliable data to demonstrate advertising attribution during the sales process, the

Media Mavens: The Innovid Interview with Sam Karow by Sean Callahan Editor’s Note: T This Q&A is the latest installment in an occasional blog series where Innovid interviews industry thought leaders about their take on the future of advertising and media.  Sam Karow is the President of Effective Marketing Communication, Inc., a Chicago-based company that specializes in media research, planning, buying, and measurement. He’s been in the media business for almost 30 years. Prio

Reach precise targets in the social channels they use most at 50% or lower than the cost for B2B/industry publications Effective and...