The Out-of-Home Advertising Association of America this morning released a comprehensive guide for capturing mobile ad identity data to effectively evaluate which consumers are exposed to digital
out-of-home media. The OAAA said the guide was developed with "top member industry leaders" and that it is intended to serve as an industry-wide measurement standard.
Email is the third-most utilized tool for retargeting, following Facebook/Instagram and Google, SharpSpring Ads and Ascend2 report.
It's hard to imagine, but search is becoming even more important, as seen by the way intent for search-related terms has soared in recent months. Simply put, nearly every buyer journey -- whether it
happens in the B2B, DTC or B2C space -- starts with search.
Do marketers really know how their target audience feels about their products, or about topics related to their brand?
Organic Valley was finally hitting a point of breakthrough in awareness. It was time to "get the brand out there, to establish the brand."
Several weeks prior, it launched branded behind-the-scenes "leaks," press releases and four blockbuster trailers complemented by "official" branded assets including movie website, social handles,
IMDB/Wiki pages, digital banners and videos, and OOH billboards.
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
"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.
Toyota set out to increase impressions for awareness, engagements for interest, and retargeting and lookalike audiences for decision and action.
They followed up with a debate about the name, with nominees like "tomayo" and "fry sauce," and an interactive experience that designed containers with these different names.
On Hulu, they ran four 15-second units across a program, each one trippier than the last to turn up the crave, and extended the High-atus across online video using re-targeting.
Much of NCM's movie-related research will come from consumer in-theater data, as well as its growing array of consumer apps. "This isn't data we are buying from syndicated sources. This is data we are
originating and tracking ourselves," says Cliff Marks, president, National CineMedia. NCM also owns Cinema Accelerator, a first-party tool for retargeting customers after they leave NCM cinemas.