Romany Reagan

Romany Reagan

Executive Editor


Romany Reagan is executive editor at ExchangeWire. In the five years she's worked for the company, she's held a variety of positions in an editorial capacity. Romany holds a first-class honours masters degree in international journalism from City, University of London.

Articles by Romany


  • 3 Reasons Brands Should Pay Attention to Predictive Intelligence

    Predictive intelligence, artificial intelligence (AI), or machine learning – call it what you want, but chances are you have already heard one of these terms in any future-gazing discussion. In this piece, Michelle Huff (pictured below), chief marketing officer, Act-On, discusses the result for companies who engage with predictive intelligence: delighted customers who feel as if the brand has connected with them in meaningful and relevant ways, which will ultimately translate into better business outcomes, like higher win rates and [...]

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  • 4 Reasons Marketers Should Invest in Programmatic Audio

    It’s no secret that audio content stirs our emotions. All it takes are a few notes of a song for our memories to come alive. Considering how audio, especially music and storytelling, captures our attention, it becomes clear why advertisers have always been drawn to the format. In this piece, Tim Sims (pictured below), VP of inventory partnerships, The Trade Desk, explains why the time has come to include audio in your programmatic campaign. It’s no longer a question of [...]

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  • Follow the Market: Why Mobile’s Future is on the Demand Side

    There was a time, not too long ago, when venture capital flowed freely into the ad tech space and vendors didn’t have to work too hard to demonstrate a unique value proposition. At the time, investors looked at both the supply side and the demand side as almost interchangeable opportunities to find growth in ad tech; especially if the players involved could make a credible case that their technology had something to offer in the fast-growing mobile arena. In this [...]

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  • The App Sticking Point: Ensuring Success Beyond the Install

    Imagine you’re playing your favorite game, and you receive a gift card for reaching a certain score. Now imagine this happens when you complete a purchase within a shopping app? Would these rewards influence your continued use of the app? Many mobile marketers have begun leveraging rewards to combat an ever-evolving app ecosystem. As more and more apps are created, app marketers have continually struggled to get discovered, downloaded and, now more than ever, find engaged users. In this piece, [...]

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  • Three Solutions to Combat Declining Display Revenue

    There is no denying that ad blocking software has caused a rift in the online ecosystem. Supporters argue that it gives them better access to content; and opponents counter by citing an implicit contract that people agree to when viewing online material. However, there is one point that is indisputable: publishers and advertisers alike have been losing display revenue, and there isn’t an end in sight. In this piece, Oliver Roup (pictured below), CEO and founder of VigLink, addresses these [...]

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  • Are Stories Stronger? Powerful Narrative Makes Content Marketing Shine

    Consumers’ media habits are changing. Mobile media time – the time spent using a tablet or smartphone for things other than talking to people – is on the rise, and traditional TV viewing is in decline. However, the shift from one device to another doesn’t mean that people want something different from their content. In this piece, Jon Mowat (pictured below), managing director, Hurricane Media, explains that, while you should be considering data, you need to tell a good story first. [...]

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  • Sounds perfect: How Audio Delivers on Immersive Advertising's Promise

    Audio is a form of truly immersive content that follows consumers throughout their day. It has the power to elicit an emotional response, while delivering a memorable message that allows advertisers to tell a story that drives consumers to action. In this piece, Tim Sims (pictured below), VP inventory partnerships, The Trade Desk, explains that as era of immersive advertising gains steam, brands must contemplate how they can use audio as a tool in their storytelling arsenal.

    Consumers are wary of broad-stroke [...]

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  • ‘So, you want to start an adtech company? Easy.’ by Tom Henriksson, Partner, OpenOcean

    It’s easy to start a tech company within the advertising industry. Finding people with the technical know-how and the industry knowledge to build some kind of an ad-solution that can fit somewhere into the value chain isn’t the preserve of the few. However, with such a large, fragmented ecosystem, it’s difficult for those procuring technology solutions within advertisers to know if what they are buying will really work until proven at scale. In this piece, Tom Henriksson (pictured below), Partner, [...]

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  • The Five-Step Checklist for Stronger Content Marketing

    With over 20 years in the marketing industry, Sylvia Jensen (pictured below), Senior Director, EMEA Marketing, Oracle Marketing Cloud, has seen the full evolution of the marketing function and the rise of more intelligent, connected content marketing. Here she takes us through her top tips for marketers wanting to maximise their customer relations for both growth and retention.

    Much has been made over recent years about the state of modern marketing, with technology and data enabling far more than ever before. [...]

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  • 3D Audio: The Linchpin of VR & the Future of Entertainment

    Make no mistake – VR is not a fleeting trend. It is the first new storytelling medium that has been created in our lifetime capable of telling complex stories with deep emotional resonance for the audience. In this op-ed by Joel Beckerman (pictured below), founder of Man Made Music, explains how, with 3D spatialised audio spearheading the way in VR, the ground has been laid for scalable theater that could transport us just about anywhere.

    These are the early days. [...]

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