NMS Editorial Team

NMS Editorial Team

A Dating App Made Signup Deliberately Annoying. Ten Months In, It Looks Like That Was the Right Call.

Every CRO playbook published in the last decade says the same thing: reduce friction. Remove form fields. Minimize clicks. Make onboarding so effortless that users barely notice they've signed up. Sonder, a London-based dating app launched in June 2025, went the other direction. Their signup process asks users

Bayer Figured Out That Its AI Content Was Accidentally Advertising for Competitors. Most Brands Haven't Checked.

The quote that should bother every brand manager came from CreativeX CEO Anastasia Leng in a recent Adweek feature: "Brands aren't thinking carefully enough about how much of their media investment is actually inadvertently helping their competitors." She wasn't talking about competitor conquesting or

Dark data visualization showing channel attribution bars and incrementality test results across YouTube and Meta spend

Jones Road Beauty’s Best Channel Was Overspending on the Wrong Customers. A New Kind of MMM Found It.

By Notice Me Senpai Editorial Jones Road Beauty just discovered that the channel eating most of their budget was mostly finding people who would have bought anyway. That’s the kind of finding that makes a CMO go quiet in a meeting. And it came from a tool that most

Isometric illustration of AI-powered video production desk with neural network displays and film clapperboard

Monks Made a Puma Ad in 5 Weeks With AI. The Other 60% of Their Agency Is Still Catching Up.

By Notice Me Senpai Editorial Agencies have spent the last two years telling clients they’re “investing in AI.” Mostly that meant buying a few ChatGPT Enterprise seats and putting together a deck about it. Monks, the agency formerly known as Media.Monks under S4 Capital, just made those decks

Pop art illustration of Google Ads experiment dashboard with split test arrows and auto-pilot toggle controls switching on

Google Ads Experiments Now Auto-Apply Based on Vibes, Not Statistical Significance

By Notice Me Senpai Editorial Jones Road Beauty just discovered that the channel eating most of their budget was mostly finding people who would have bought anyway. That's the kind of finding that makes a CMO go quiet in a meeting. And it came from a tool that

Isometric illustration of marketing office with AI tools on screens, expanding tech stack, and training manuals

AI Was Supposed to Cut Marketing Costs. 42% of Teams Say It Made Them Spend More.

The sales pitch for marketing AI has been consistent for two years: automate the grunt work, do more with less, reduce headcount, shrink your tech stack, watch the savings roll in. Clean narrative. Easy to model in a budget proposal. The actual data tells a different story. A Semrush survey

Pop art illustration of retail store shelves with digital ad screens and budget pie chart splitting into smaller pieces

Retail Media Growth Was Partly an Accounting Exercise. Now It Has to Compete for Real Budgets.

Retail media is a $69 billion market in the US this year. That number shows up in every pitch deck, every conference keynote, every budget conversation where someone needs to justify their retail media line item. And the number is real. eMarketer's latest forecast puts US retail media