Insight panels produce more than research. They can also inspire brand advocacy and test messaging. At the Brand Insider Summit, Ryan Younger, VP, Strategic Marketing at Hackensack Meridian Health and John Trahar, Founder/Strategic Creative Lead at Greatest Common Factory spoke about how they use insight panels in order to get feedback before investing in any media.
What can marketers do when creative store displays no longer bring in more in-store traffic? At L'Oreal, Aruna Paramasivam, Head of Data Acquisitions & Partnerships and her team are geo-targeting some surprising segments that drive retail conversion for L'Oreal's 36 brands. Who knew fans of spinning classes and sushi also shopped at Kiehl's?
By creating an in-house agency Intel brought ideation closer to the brand and brought the brand closer to consumer experiences, Yogi Graham, Director, Intel Global Production Labs told the TV & Video Insider Summit last week. Their ongoing partnership with Lady Gaga illustrates the brand messaging shifting focus from product to experiences.
Aiming to unleash the Michael Jordan in everyone, the Jordan brand's marketing team highlights how training is the secret sauce for champions of all kinds. This team turned a training/venue space in New York named Terminal 23 into an activation point (a training/event/lab space for millennials) that put marketers in direct communication with their customers insights and activities.
Building a so-called "single point of truth" is something marketers are trying to figure out, but it involves countless departments, data formats and analytics. At The home Depot, it took a Task Force that realized quickly just how complex the process is.
Erin Everhart, Senior Manager, Media, discusses the Home Depot's recent multi-touch attribution model that has shown some surprising preliminary results from Q1. It turns out, while customers are interacting with all of the different channels, commercials, display ads, site etc., they care less about the products and more about the brand.
The marketer's job is to get the audience -- not to assume who their audience is. Lindsay Hendricks, senior media manager at Positec Tool Corporation, shares some surprising findings during the "What Does A Convergence Video Strategy Look Like?" panel at the TV & Video Insider Summit.
In retail, where measurement is hazy, how do marketers reconcile their efforts with retail lift? Ly Tran, CMO at Proof Advertising (the biggest local agency for Subway Restaurants) talks about drilling down into the local foot traffic. With retail markets spanning from San Francisco to Montreal, her team is looking at every digital piece purchased on the national and local level, in attempts to establish the attribute to in-store traffic.
During last week's TV & Video Insider Summit, Freshly's Director of Customer Acquisition, Adam Gassman, shared his team's solution to limited creative bandwidth that is both cost-effective and works well.
OTT is the fastest-growing segment of TV ad spend. But where exactly does it fit into the larger plan? Chris Peterson, managing partner at R2C Group, posed this fundamental question during the "Making the OTT/Digital Video Connection" discussion at TV & Video Insider Summit.