Advancements in machine learning, automation, and data analytics continue to push media-mix modeling back into marketers', advertisers' and agencies' tool chests to measure and evaluate marketing
performance.
"You don't need to eat the elephant in one bite," M^2 CEO Madan Bharadwaj said during a Yelp Ad Summit on Thursday.
Scott Simonelli, CEO of audio research and analytics platform Veritonic, believes that as more people listen to audio and podcasts, ad dollars will shift in unexpected ways.
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 of 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.
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
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.
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.
How did DTC hearing aid brand EarGo take a DRTV budget and metrics and ladder up to cable and broadcast TV buys? By recognizing the complexity of TV's impact on the purchase funnel - from the timing
of site visits to sales calls to search spikes. At MediaPost's Fall TV & Video Summit, Ben De Castro, Eargo's VP of Marketing, shares the ways in which DTC performance sensibilities were applied to a
broadening TV strategy that blended media mix modeling with homegrown attribution metrics.
"This is about us providing more granular data that's available to help lean into the MMM models that CPGs and retail advertisers have leaned into during the past few years," said Asaf Davidov,
director, head of ad measurement and research at Roku.
The findings show how adding TV into any mix boosts results. Duh.
As a QSR brand, White Castle was at the forefront of using social media to promote their restaurants, but they didn't stop there. The family owned company also extended its social prowess to their CPG
side of business. So when COVID hit, White Castle was well positioned to ride out the storm. Selecting influencers, creative concepts, personas, PR- - its marketing team flipped the traditional media
mix to elevate and leverage their message well beyond social.
Bank of America sought to drive positive sentiment among Millennials was through its largest corporate responsibility program, sponsorship of Ken Burns' PBS documentary "The Vietnam War."
As RMNs and shoppable media complicate everyone's media mix, what does the full funnel look like now? Where is branding taking place? Or even e-commerce, for that matter? As confectioner Ferrero ramps
up its media strategy for brands like Keebler and Famous Amos, Butterfinger and Baby Ruth. Ferrero's SVP Media and Marketing of North America, Danielle Sporkin, explores how a major CPG manufacturer
is remapping the funnel.
TikTok and its powerful subcult of BookTok has become a force in the publishing world. Penguin Random House has made its mark working with the creators driving this community. Penguin Random House's
Associate Director of Paid Media Strategy and Ad Operations, Abigail Mallick and Associate Director of Social Media, Megan Tripp, explore how creator media becomes a strategy, how it requires internal
reorganization to manage, and how it becomes a place to test marketing ideas that inform the rest of the paid and earned media mix.
As new and wildly unconventional media opportunities come online, selling these ideas internally is its own project. Whether it is metaverse installations or NFTs, gaming experiences or creator media,
Hyundai Motor America's Digital & Social Media Marketing, Paul Meyers, explores how he tests and learns from new media with an eye towards making the case for innovation and creative marketing
initiatives in the media mix.