Around the Net
Zicam Brand Embraces Programmatic, Quadruples Digital Spend
- Wall Street Journal, Monday, October 27, 2014 5:41 PM
The Wall Street Journal has reported that cold remedy medication brand Zicam has “torn up its traditional media strategy this year as it looks to full[y] embrace programmatic advertising online and data-driven advertising on TV, along with digital radio and even digital billboards.”
The company “sat out the TV upfront this year,” the WSJ notes, quadrupled its digital budget and moved ad spend to “hyper-targeted TV.”
