The Silverline Blog
Industry insights, Salesforce news, and more
Media & Entertainment
4 Advertising Metrics Every Advertiser Should Focus On
Reading time: 4 minutes
The Sears Wish Book was the Amazon of its day. First published in 1933, the catalog featured everything from toys to jewelry to pianos. It was like one giant advertisement for Sears products. At its high point, Sears was printing 7 million copies each year. But the catalog was discontinued in 2011, around the time...
Media & Entertainment
5 Ways to Make Your Advertising Business Bulletproof
Reading time: 4 minutes
Over the last ten years, we’ve seen the rise of a completely new way of thinking about advertising as a business. Gone are traditional channels like print and television. Today, it’s all about digital first. One of the key learnings for me as an executive over these last ten years? There’s no such thing as...
Media & Entertainment
Why It’s Time to Reimagine Digital Ad Sales
Reading time: 4 minutes
When we talk about the selling motion changing, we used to call it simplified selling. You bought print, digital, or out of home in a simple way. But multiple technologies are required to support that “simple” model, making it completely siloed. It’s time to reimagine digital ad sales. For companies to be successful today, publishers...
Media & Entertainment
A Data-Driven Ads Strategy Starts with Knowing Your Data
Reading time: 3 minutes
Do you know your media data? If you’re anything like most digital ad companies today, you’re probably looking at multiple databases and platforms, each housing critical pieces of information: audience demographics here, website behavior there, social media performance in another place entirely. With data all over the place, no wonder the top challenge I hear...
Media & Entertainment
The Secret to Better Advertising? Better Relationships
Reading time: 3 minutes
Who do you trust more, a billboard or a friend? That’s a trick question. It’s obviously the billboard. (Sorry, I couldn’t help it.) Today’s consumers are more media-savvy than ever. The average person sees between 6,000 and 10,000 advertisements per day — and that number has only gone up over time. They know that you’re...
Media & Entertainment
How to Manage Your Data in a World Without Cookies
Reading time: 4 minutes
You may have heard that Google plans to phase out third-party cookies by 2022, which has been the gold standard for advertising tracking and retargeting. More importantly, they also announced they would not be creating “alternate identifiers to track individuals as they browse across the web, nor will we use them in our products.” Why...
Media & Entertainment
What Are the Benefits of Salesforce Media Cloud?
Reading time: 4 minutes
Welcome to the future of media. I’ve been in this business for more than 10 years, and the amount of change we’ve seen in the last few months has been astounding. Between changing customer preferences, completely new media types, the impending loss of cookie tracking, and managing mountains of other data about customers and prospects,...
Media & Entertainment
How Technology Has Changed the Media Industry — and What’s Next
Reading time: 5 minutes
We’re working in an industry that’s constantly changing. Traditional models like print, television, out-of-home, and movies aren’t just declining — consumer expectations are changing, and businesses like yours have to keep up. The average Internet user sees between 6,000 and 10,000 advertisements per day. You probably already interact with ads regularly, whether they’re on social...
Media & Entertainment
3 Steps to Get Started with Salesforce Media Cloud
Reading time: 3 minutes
The media landscape looks completely different today than it did 12 years ago when I first founded Shift, a Silverline Company. And let’s be real: the next 12 years will look completely different from today. We’re working in an industry that’s constantly changing. Traditional models like print, television, out-of-home, and movies aren’t just declining —...
Media & Entertainment
The Top 4 Challenges Facing Media Today (And How to Solve Them)
Reading time: 4 minutes
The media industry is at an inflection point. After years of transformation, it’s time for the next big thing. Digital advertising dominates the market, projected to increase to over $400bn in revenue by 2024. Compare that with traditional channels like TV (dropping to $150bn), print (dropping to $50bn), or cinema (effectively $0), according to Magna....
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