About three quarters of U.S. consumers said it's acceptable to receive more relevant ads based on the media they consume.
In the world of politics where profit doesn't come from financial gain, going beyond the plurality is the only way to ensure success. Edith Jorge-Tunon from the Republican State Leadership Committee
helps analyze why reaching a plurality in corporate America can be considered profitable, but doesn't quite cut it in most political systems today.
This week the industry is most interested in location, location, location. As in, location-based marketing, which incidentally reflects a big gap between advertisers and agencies
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.
Reaching the right audiences, in the right places, at the right time, during a global pandemic can be challenging. Cancer Treatment Centers of America (CTCA) reached prospective patients through a
targeted OTT/CTV campaign that informed patients of nearby facilities available for treatment, resulting in a CPC of 60% lower than the cross-channel average.
How do you stand out when launching your first retail store in New York City, the fashion capital of North America? Add to that an extremely limited budget due to prior financial commitments, and
that's what PUMA faced when opening its flagship store on Manhattan's bustling Fifth Avenue. The German sportswear company knew they needed to be strategic with how and who they reached in order
to get the most from their investment. For that they executed a digital-out-of-home (DOOH) advertising campaign with geo-targeting technology. By programmatically serving ads in motion fixed on top of
taxis and rideshare vehicles, the street-level campaign successfully leveraged dynamic messaging that directed consumers to PUMA's NYC grand opening.
Location data is increasingly considered the panacea for targeting, but a new study estimates only 14% of location-based advertising on mobile uses "high-quality" signals to improve geo-targeting.
Agencies believe traditional media works better to spread the word and make consumers think about a brand. Digital media is better for campaigns requiring immediate action, according to research
scheduled for release Tuesday from Borrell Associates.
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.
Traditional media still dominate spend, but various digital channels are seeing increases, while print continues to be targeted for cuts. Targeting -- geotargeting, but also behavioral and
transactional -- is a key tactic.
"What I love about this is we can now give attribution toward more of these awareness channels and actually prove the return on ad spend."
CMO Tom Dixon noted at MediaPost's Brand Insider Summit: "We had low household penetration and low buy rates -- but otherwise, it was perfect."
Organic Valley was finally hitting a point of breakthrough in awareness. It was time to "get the brand out there, to establish the brand."
GasBuddy's Car Profile feature allows for the inference of tank size and segmentation of offers through personalization. Emails to customers show how much they could save in a year.
The campaign drove awareness with late-night workers in real-time via a geofence around each extended bus route and allowed late-night workers to plan their trip home.
Berry Network implemented a B2B dynamic mobile display advertising program that was delivered in-app through banners and full-screen ads across a network of leading apps.
The releases ramped up ahead of the holiday, supported by both "Funny or Die"'s digital and social footprint and the brand's own. It released real Cinco Equis cans at locations in New York City and
Texas, supported by geo-targeted Snap filters.
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 user experience opened with the movie trailer, followed by the address of the nearest theater and the timing of the next show, based on real-time location.
Emily Randall, interactive digital media, Chick-fil-A, says her team has rallied around this: When you know someone's story, you can care for them personally.
The focus is predominantly on personalization by incorporating things that are local and personalized to an individual's pace and environment.
In real time, still so much of what the company can do is trigger based and often creates an opportunity but then the actual message is highly personalized based on that audience.
"Once you've gone from thinking brand awareness is enough to really measuring foot traffic, you can't go back the other way," says Elizabeth Bazner.
The new product combined an array of sophisticated technologies, including: TV ad interactivity, dynamic API-driven creative, addressable ad messaging, e-commerce integration, and place-shifting.