It's easier for consumers to forgive a person than a business. A study shows marketers need to carefully consider language used in campaigns, as consumers are sensitive to the words used.
In 2020, The New York Times added a record 2.3 million digital-only subscriptions, bringing its subscriptions to digital products and print newspaper to more than 7.5 million. By focusing on improving
the reader experience, the Times has built stronger relationships with its subscribers and knows what type of information and storytelling resonates with their influential audience. Hear how The Times
is focusing on fewer higher quality ads and using its first-party data to offer targeting, based on emotional states and reader motivations, to provide more powerful ad experiences.
USIM worked with Roku to help solve the problem of generating foot traffic during the pandemic by providing a new ecommerce strategy to offset the reluctance of consumers in the market to return to
How do you grow your brand in an extremely fragmented market? For GetYourGuide [GYG], it took consumer data, timing and making a spectacular splash. Already a market leader in Europe, the travel
booking site wanted to boost their brand awareness in the United States, so they turned to out-of-home media to help. In early 2021, with news that domestic travel in the U.S. was expected to open
before Europe and the U.K., they knew it was the optimal time to strike. After collecting data on American's newly acquired habits during lock down, GYG created specific messaging on how consumers
could experience those interests in real life. Zip-code lookalike technology determined GYG's target geographic areas for the OOH placements; which included billboards to maximize reach and transit
and place-based screens to drive website traffic. The campaign cut through the clutter, resulting in a 500% lift in unaided brand awareness, while driving over 42k online conversions - - exceeding
GYG's direct response goals.
Most B2B sales and marketing execs said the mass shift to remote work has disrupted their ability to effectively identify and reach buyers.
COVID forced performance driven ThirdLove to drastically cut ad spend; shifting focus to marketing efficiencies and repeat business in order to generate profit. They did a lot of testing, learning and
data collecting. As a result, a new holistic marketing approach evolved. How does leveraging customer insights, dynamic quizzes, new channels, and 3D technology result in more efficient and better
performing marketing strategies?
A century ago Betty Crocker taught us everything we needed to know about authentic consumer engagement. From personalized connections to data collection to creating engagement and innovation loops.
General Mills' CMO, Ivan Pollard, explores how the company draws lessons and inspiration from this CPG icon.
More than a "campaign," Pancheros' recent brand push put digital and data at the center. But how do you reorganize diverse franchisees around social-first local tactics, and relaunch an app so that it
nearly doubles participation? The QSR brand's marketing team leveraged data to unlock the power of fanatical customers in a digital-first brand makeover.
The path to customer loyalty will be mobilized, but cracking consumers' limited app awareness and reuse takes a multi-pronged approach. Fazoli's chief marketing officer, Jodi Conrad, explains how the
QSR brand used aggressive acquisition tactics, streamlined interface, 360-degree promotion, and data-driven segmentation to grab home screen mindshare. The results not only grew the topline loyalists
number but also bottom line participation and revenue.
What would it mean to your media mix model if you bought people instead of channels? Building out your media campaign with smart data and custom modeling instead of working from the top down. Cadillac
is doing just that with their current audience first approach.
The traditional ad value exchange -- trading free, ad-supported content for consumer attention -- is no longer good enough, concludes a new IAB/PwC report being released today.
The data will enhance the Omni marketing operating system's ability to provide a single view of the consumer that can be dynamically shared across all marketing practices.
EASTON, CT -- Data scientists may be the new rock stars of Madison Avenue, but there's a reason they don't write copy for ads and Arun Kumar, Chief Data & Marketing Technology Officer of IPG and CEO
of its Kinesso unit, proved it Tuesday when he presented recommendations for the ad industry's new language for consumer "targeting" during the day's opening keynote at i-com's Global Data Summit
Addressable TV ad consortium Project OAR is working with iSpot.tv on measurement specifications to extend addressable TV advertising efforts focused on audience targeting.
The partnership expands IBM's data-targeting focus to combine weather, location and point-of-sale data.
Looking to score big with your Super Bowl ad? How about selling your product live during football's biggest event of the year? Think it can't be done, think again. In partnership with CBS Interactive,
Kellogg aired an interactive, live streaming, connected TV (CTV) Super Bowl ad for it's potato chip brand Pringles. The spot offered viewers a shoppable experience...
Travis McCan, email strategist for The Salvation Army account, says DEG learned how different audience segments engage with the brand. "We were able to see how much they gave, the frequency, and
differences from other groups."
What's more, the data helped predict where the highest demand would be so it could give the first taste of Asteroids to its biggest fans.
The Leading Hotels of the World wanted to make sure its loyalty emails were data-driven while resonating across countries and cultures.
Marketing teams spend about 32% of their time managing data quality, and more than one-fourth of campaigns were hurt by poor data quality in the last year, on average, the report found.
About 92% of major news sites in the U.S., U.K., Canada and Germany have active ad trackers that send readers behavioral data across international borders, mostly to Russia.
The 2% market share player had to reflect internally on how to connect better with potential buyers. It set out three goals: Clarify the fan, fortify the brand and modernize the plan.
Three in four Americans do not believe allowing advertisers to target them with their personal data is an "acceptable tradeoff" for using social media, according to results of a nationwide survey
conducted by NBC News and The Wall Street Journal: 74% of American said "it gives social media companies too much influence over our lives and potentially using personal information in ways we would
Offering a more in-depth look into the life of a diabetic, a film was embedded into a custom article online to show how the device enables them to live more normal lives without constant
With a slashed media budget for the key season - 22% smaller than the previous year - every dollar needed to work harder and smarter. But first, the brand needed to define "cold."
The Farmer's Dog knows a great deal about each individual dog and can capitalize on that knowledge by suggesting subscriptions, and it can use relevant messaging even to those who haven't subscribed.
In the past year, any extra money went to digital. Normally, there would be a last-minute TV buy late in any campaign but in the last weeks, money is going to run more ads online and to turn out the
WeddingWire sends a personalized confirmation message to a segment of users after they request information from a vendor in order to enhance the customer experience.
The videos show the back stories of each traveler before they are onboard. A brand logo with the person's seat assignment hovers nearby.
Industry execs by and large believe consumers should have sublime control over when, where, how and why their data is used to target them with advertising, content and other media. Those are the
findings of a survey of industry execs -- both advertisers and agencies -- fielded by Advertiser Perceptions in October.