Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "campaigns"
- Only a third of marketers can correctly choose the AI-generated variations on a human-written control, Persado reports.
- Brands often have too much data, and they lack the ability to use it effectively. Bill Magnuson, CEO of customer engagement platform Braze, tells us why.
- When the male grooming brand Manscaped has something big to say, you can count on that announcement to make a splash. From taking over digital and static ad space in New York's Penn Station, to fully decking out the men's restrooms at Levi's(R) Stadium, Manscaped's iconic branding and bold campaigns are as eye-catching as they are impactful. Add influencers into the mix to amplify that message, and the experience becomes fully immersive. As the company enters new international markets, it is exploring how to use legacy tactics and emerging OOH trends to optimize efficiency and augment creativity. Manscaped's Senior Partnerships Manager, Lucas Colye, explores what the company has learned, how it maximizes campaigns, static vs. digital screens, and the ways the brand stimulates social amplification with striking creative execution.
- In the most purple of purple states, conventional wisdom holds that Pennsylvanians' geography determines their politics. The Shapiro campaign threw out that old map. As media and digital consultants Roy Temple, Vice President of Digital, and Nathan Nye, Partner, at GPS Impact, explain, the campaign used extensive research and data analysis to identify areas with a higher density of historical ticket splitters. And then served them a message laser-targeted to cut through the noise. It allowed them to invest more heavily in digital persuasion, run non-traditional Democratic messaging, and outperform 2022 in key Republican strongholds.
- The "Stay Focused" brand platform is based on consumer research the company conducted into what consumers want from energy drinks, according to Nutrabolt CMO.
- The real challenge is how to manage reach and frequency across platforms where most consumers are reachable by both linear and addressable.
- No candidate this cycle brought such native mastery, authority and authenticity to social channels than Pennsylvania Senatorial candidate John Fetterman. But how does that talent scale into a full state campaign operation, rapid response to attacks and opportunities, and a massive partner program that helped fund campaigns across the country? Fetterman's Digital Director Sophie Ota explains how they built a social infrastructure around one man's resonant voice that could scale into a real-time 24/7 messaging machine.
- When your dough-wrapped ice cream brand challenges traditional taste, texture and even color profiles, it takes an all-screen approach to change minds. My/Mochi's fun and weird "Melt Your Mind Mouth" campaign used some of the largest DOOH inventory in the US to show and tell the unique texture and emotional experience of this snack, even its invented "Purpinkle" brand color. As My/Mochi's Former Managing Director and CMO, Russell Barnett, explains, the digital elements of its OOH and online strategy uncovered the potential for targeting dynamic situations, gaining massive off-line eye-share, and driving both digital and retail activity.
- As compelling and absorbing for users, especially younger ones, as it is controversial among policymakers, TikTok witnessed some of the most creative uses of media last cycle. But did it matter? How did TikTok impact recognition, persuasion, and GOTV? How did campaigns rise to the challenge of connecting with younger voters and creating an authentic voice? And how do you stay true both to the ethos of the platform and the principles of your candidate? The DGA is one of the largest Democratic political accounts on TikTok. Digital Director Laura Carlson, Social Media Manager Emma Stein, and Creative Assistant Jacqueline Zegler of the Democratic Governors Association highlight the best uses of TikTok from recent campaigns and will set expectations for what TikTok can and can't do.
- People have been living in backyards for years now. A popular 'Game of Thrones' actor wants to help them regain the green.
- Almost all B2B marketers feel that the ability to forecast pipeline outcomes is critical to their success, but only 29% can fully predict pipeline contributions, according to a report by Revsure and Ascend2.
- Brydge CMO, Patrick Keller, discusses how organizations can leverage cost efficiencies to help scale the effectiveness and performance of your social campaigns.
- Google plans to launch a campaign in Germany that aims to help people counter the effects of online misinformation, after seeing success in Eastern Europe.
- Like many brands today, H&R Block wanted to boost their perception with a younger audience. In 2021, there were changes to the NCAA's Name, Image and Likeness (NIL) rules. Being able to earn income off of their NIL meant a big payday for college athletes, and with that, tax consequences. This gave the tax preparation company a real opportunity to connect with consumers through a cultural moment. Pierson Curtis, H&R's Director of Growth Marketing & Engagement, will share how a culturally relevant, purpose-driven campaign helped them drive performance across paid, earned, and owned channels.
- Belle Tire's Senior Director of Consumer Engagement Marketing, Christina DeVey, shares details and lessons from the campaign that won MediaPost's EIS Award for Best use of AI and ML. How did they use predictive modeling and analytics to identify and reactivate the right at-risk customers at the right time. And how does that knowledge inform outreach strategies for new customers?
- Personalization can be an email marketers' best friend or worst nightmare. Using data provided directly by a customer can create challenges you may not anticipate. Ally Financial Inc.'s Marketing Director: Email Marketing, Domain Management, and Brand Protection, Donna Lyon, discusses why it's essential to understand your data, where the data came from, and review/test the data within each new campaign to reduce the risk of a poor customer experience.
- The cost of social will rise the most, according to Criteo's report - The Advertiser's Guide to New and Emerging Channels in 2023.
- Readers just can't ignore great concepts, powerful executions and ideas that might work for their brands.
- Building and executing campaigns rooted in proven results can present limitations in testing new opportunities and unlocking potential. When every ad dollar spent must prove its value, drawing meaningful insights that create scalable opportunity with confidence is critical. Butler/Till's Channel Director of Media, Gina Whelehan, will share how she and her team embarked on the advanced TV journey with their client and successfully built out a diversified video mix.
- Patagonia's mission statement is: we're in business to save our home planet. For over 35 years, Patagonia has supported over 1,500 environmental groups by donating 1% to grassroots activist organizations that have direct-action agendas and work on strategic, multipronged campaigns to preserve and protect the environment. We built Patagonia Action Works to take this a step further. Patagonia Action Works - a response-driven, relationship building digital ecosystem and toolkit - meaningfully connects our customers and greater community to the grassroots environmental activist groups we support. Patagonia's Director, Digital Impact: Community & Activism, Scott Carrington, discusses how the initiative was driven by a desire to transform brand values into tangible actions in this latest case study.
- Advertising for cable TV works best when a media campaign is running on 40 to 45 linear TV networks where it can deliver a reach of 62%, according to Effectv.
- Spending on Google search ads overall grew 15% year-over-year in Q3 2022, slowing from 18% growth in the prior quarter for advertisers working with Tinuiti. Google faces a slowdown due to the uncertain macroeconomic environment, but growth stabilized in Q3 to near pre-pandemic levels.
- Magna points to "robust growth" of 19% in keyword formats including search and retail media during first-half 2022, and forecasts retail media advertising will increase from $31 billion this year to $42 billion in 2023. Out-of-home, another strong area, has seen 30% growth.
- While a majority (56%) of agency execs believe "sustainability" is now more important than the cost of buying media, only a minority (46%) of advertisers believe so, according to new research.
- Marketers with the ability to quickly alter media budgets are 25% more likely than non-agile marketers to report their performance as stronger than industry competitors. And 48% state their marketing performance exceeded internal expectations and marketing key performance indicators (KPIs), compared with 33% of marketers who do not follow this practice.
- Criteo, which defines its business as a "commerce media company," surveyed 251 UK retail CMOs and found 96% have a waiting list for brands who want to place ads on their site.
- While creativity and healthcare may seem like an unlikely pair, here's how a little strategic planning, thinking outside the box, and even a little fun, can help your campaigns stand out in a crowded market. WestDerm's Senior Marketing Manager of Content Strategy, Veronica Clay, shares how their innovative approach to raising skin cancer awareness tugged at the evolving attitudes towards health, sun, and fun. Along the way, they illustrate how healthcare messaging can move beyond expert advice and get consumers to personalize it with their own memory, life, and health histories.
- "The overall mix of advertising shifts possibly in favor of brand rather than performance," suggests GroupM's Brian Wieser, adding: "Isn't that an interesting observation?"
- Color is an important aspect of brand identity, and a VidMob study shows it is key to understanding relevant features of a video and how viewers interpret a company's ads.
- SalesIntel provides human-verified email addresses, phone numbers and other data. Leadspace says its active profiles can help a company align its territory plan to its total addressable market and ideal customer profile.
