With high brand recognition in the furniture category accomplished, Wayfair is evolving its top of funnel strategy to align with its emerging lines like appliances and renovations. This requires a new
approach to video planning that blends branding in these new categories with efficiency. Likewise the creative has to tell more cohesive story and the metrics have to account for longer buy cycles. At
MediaPost's Fall TV & Video Summit, Lauren Sutkowski, Wayfair's senior manager, marketing, walks us through the pivot
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.
Introducing a new brand can be daunting in today's ever-expanding video landscape. Ocean Media's svp, head of media, Jared Lake, talks strategy launching a brand campaign across multiple platforms,
how consumers' consumption behaviors and GRP informed the media mix and why certain channels didn't make the cut.
Jackson Hewitt created an integrated brand campaign to educate people about the value of working with a Jackson Hewitt Tax Pro. The TV campaign drove familiarity through three pillars: connection,
convenience and credits. Then they added another motivating action to the mix: humor.
For brands to effectively embrace a Multicultural world they need to accurately represent the Black, Latino and Queer communities on screen, in both programming and advertising. From racing shows to
road trips and spoken word to fashion shows and journeys; hear how Lexus has successfully harnessed the power of video to allow diverse communities see themselves in vehicle storylines.
Avocados From Mexico takes on advertising's biggest stage... the Super Bowl. AFM's Associate Director of Brand Marketing & Strategy, Kelly Burke, talks Influencers, shoppable ads like MikMak and
immersive experiences - - all part of their "brandformance" approach to innovate produce marking.
According to new research from Publicis Media, "spending time at home" tops the list of "more important" things, followed by showering. Does that mean more TV/streaming consumption as well?
As the oral care upstart SmileDirect grows its brand into new product lines and customers, the company is bringing its performance-oriented media to every screen. CMO John Sheldon explores how a
CPM-centric approach continues to perform across linear, CTV and social. Likewise, highly modular creative and leveraging shorter formats are giving SmileDirect the flexibility to grow despite the
opaque outlook for 2021 media.
TV's lower ad prices and higher available inventory enabled digital-first advertisers not only to test TV but to test some of primetime's most popular shows. Learn how testing and changing up your
media plan can capture revenue growth, greater efficiency and data points while also establishing a consistent form of measurement with OTT.
To ensure accurate portrayals of women and girls, the Ford Motor Company team followed insights provided by the ANA's #SeeHer movement. The result was a campaign created by and for Black women,
affirming the automotive brand's commitment to supporting the advancement of positive representations of them in media and advertising, both in front of and behind the cameras.
"We have a fire under us that needs to be addressed," Essence Global Chief Media Officer Adam Gerber warned.
The new standard addresses ad-sharing scenarios in which multiple entities own ad slots in CTV/OTT apps.
How do you combat the narrative that brands don't need television in their media mix? Create and nationally air documentary pieces profiling startups that boomed after advertising on TV.
"The good news is there's technology and data finally coming to market to put the pieces back together," Jonathan Steuer, OMG chief research officer, told Monday's audience at MediaPost's TV & Video
Insider Summit in Scottsdale, Arizona.
EDO uses its software to analyze every advertising spot on television, from traditional commercials to custom integrations and sponsorships.