D2Cs need to stand out from the crowded D2C space and have begun using print and mail media as a direct response tactic. Is this channel as effective as the digital channels? How does this channel
integrate with other media. Where does it fit within the funnel? Ultimately does it help drive ROI? Mixbook's CMO, Ben De Castro, shares answers to these questions.
When you have as affable and trustworthy owner/spokesperson as Ryan Reynolds onboarding new customers, how do you ensure that the rest of their experience follows through on that brand promise? Stay
honest, explains Mint Mobile's loyalty maven. Mint Mobile's Sr Brand Marketing Manager - Lifecycle, Wyndie Mills, will explain how the company uses extreme transparency with customers - not only
sharing with them details of their data usage but even suggesting when they could save with less expensive plans. She will explore how they build this trusting relationship across multiple, channels,
from email to app alerts to SMS to map the candor of the message against the intimacy of the medium.
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.
It takes more than fancy tools to enable and successfully execute a cross-channel marketing strategy. You must align internal teams, ensure your data is connected, and have the right technology
partners in place. Eddie Bauer's Director of Digital Merchandising and Email, Angela Gow, shares what Eddie Bauer has learned as it internally aligned email, SMS, and site teams. Angela discusses how
working from a single source of truth data sources drove coherent multitouch messaging and how choosing the right tech partners helped execute a fleet and responsive cross-channel marketing strategy.
Does Linear Still Have An Influence In Today's Digital First Landscape? TBC's Media Supervisor, Jared Silverman, shares how marketers are still able to prove Linear TV value with the right balance
between budget and messaging across channels.
Like many hot DTCs, smart oven brand Tovala touches and re-touches consumers across every imaginable medium. But how do you stitch these disparate channel experiences to minimize friction in the
customer journey and optimize these touchpoints to improve conversions? Tovala's Senior Director of Growth Engineering, Brian Krall, digs into Tovala's use of replay session analytics to better
understand engagement trends, drop-off points, and conversion paths. What has the brand learned about using this toolset to smooth the journey for customers but also evaluate media performance and
test new channels?
Email remains the main fundraising funnel for political campaigns. But as SMS becomes increasingly important for organizations, voter mobilization, and fundraising, integrating the two messaging
channels is critical. NRCC's Digital Fundraising Director, Taylor Black, shares learnings from recent Republican campaigns about how text and email can amplify and reinforce one another in unexpected
ways. The two channels can reference and even quote one another to create a cross-channel conversation with users.
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.
An integrated combination of demand-side platform, supply-side platform and data-management platform, TV+ features premium streaming access and linear TV ad inventory from 130 channels, the company
says. The new version of the platform is now "fully" cross-platform.
The pilot will test various approaches to the use of Virtual ID (VID) for television, with the goal of identifying the most accurate model for ad-campaign reach and frequency metrics.
"How close are we?," ARF moderator Alice Sylvester asked her panelists, rhetorically answering, "We are not going to get there, right?"
The second day of the ARF conference opened with P&G's Marc Pritchard offering "cornerstones" needed to address the gordian knot of crossmedia measurement -- and other advertising concerns -- with a
call-to-action for constructive disruption.
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.
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.
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?
Blogs are among the top nontraditional retail media channels used or considered by retail advertisers to activate their commerce, a new analysis by Advertiser Perceptions finds. The ad industry
customer satisfaction researchers fielded a survey of 250 ad execs with principal responsibility for retail advertising in February.
Did today's Nielsen-sponsored streaming summit miss the real opportunity for industry leaders and Nielsen to drive meaningful cross-"media" measurement that begs for a solution?
Nielsen, which is poised to split off its consumer research division next month, ironically announced a new platform dubbed "Nielsen One" that it claims will provide a "single, cross-media solution"
over the next two to four years.
Data silos are increasingly frustrating consumers. Some 87% in a survey by the CMO Council found it frustrating when engaging in multiple channels and having to repeat themselves each time.
Multi-touch attribution use is growing. But only a minority of firms have integrated it into their media mix, the MMA reports.
Most consumers put email first for two-way communications, followed by phone and websites, the CMO Council reports.
Email is used as a source of data for analyzing cross-channel interactions by 41%, Pointillist reports.
"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.
Current paywall models, said Dow Jones's Alex Halen, were a "one-size-fits-all approach, dictated by content. To be the world's foremost membership for the ambitious, we said everything we do has to
be focused on the customer."
This year's GroupM State Of Video 2018 research examines how fractured markets in pursuit of single-channel metrics overshadow cross-channel allocation, optimization and attribution.