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.
Advocado says the deal gives it an integrated ad verification, attribution and campaign coordination platform, for advertisers to efficiently track and measure their ads.
Every marketer working with data to run campaigns should know something about Microsoft's SQL language built to manage and store information, says Steven Urgo, data insights analyst, Goodway Group.
What do you do when a client asks you to produce a video campaign when production is completely shut down? You get creative! When Grammarly approached Stink Studios during the height of the pandemic
to create a new brand awareness campaign, that's exactly what they did. How do you produce a video ad campaign without actors, without locations and without crews? The answer: stock footage. But not
just any stock video. It needed to be quality, high-resolution footage. By working backwards- beginning with the footage, then character development, then script- Grammarly was able to achieve an
entirely production-free campaign. The process proved more cost-effective, flexible, and turned around faster than traditional live action shoots.
Buyers and sellers have widely different views on the data available for streaming campaigns and the effectiveness of programmatic and direct targeting, a new Conviva study finds. More than half of
viewers abandon streaming when ads fail or take too long to load, and also say too many ads are repeated during the same break/episode.
How are digital dollars moving your customers to action? Franchisees need to know exactly where their ad money goes and show results - quickly! Liz Bazner, the director of digital at A&W Restaurants,
tells us how in the past few years A&W has been doing just that since moving to a cost-per-visit measurement model for their campaigns.
In a June webinar exploring what metrics should be used as media trading currency, Lumens Research Managing Director Mike Follett discussed how advertising works based on Lumen's proprietary
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?
What would it mean to your media mix model if you bought people instead of channels? Building out your media campaign with smart data and custom modeling instead of working from the top down. Cadillac
is doing just that with their current audience first approach.
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.
As "ad choosers" -- those open to online advertising on their terms -- become more prevalent, Dentsu is partnering with Brave Software to understand how advertising impacts key branding metrics for
its advertisers vs. other digital campaigns.
The most unhappy app environments are -- in this order -- social, utility, news and games (tied), according to a recent survey.
Kantar late Wednesday announced an integration with Google Ads Data Hub. The cloud-based solution enables advertisers to measure ad campaign performance on YouTube across all devices without the use
of third-party cookies.
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.
The industry-specific B2B search engine, MeetingPrep.com from MediaVillage, addresses the media industry's failure to invest in education and diversity.
There are brands that do what you do, but you know you do it best. So how do you let everyone else know that? If you're AT&T, you produce impactful creative and devise a hyper-targeted, eye-catching
media strategy. AT&T enlisted a popular social influencer and artist to create 30 unique executions that targeted decidedly distinct groups with artwork and animation.
As marketplaces like Amazon see dramatic growth, one wants advertisers to take advantage of behavioral data from a variety of actions to support a range of media buys.
How does a legendary Southern city change long-ingrained stereotypes? The Atlanta Convention & Visitors Bureau (ACVB) met that challenge head on with a social-first campaign. The destination
marketing organization sought to reshape the city's brand identity through local ambassadors, influencers and targeted social content by leaning heavily into destination assets and content themes that
align with the interests of its target audience, the "creative class".
When does delivering the same ad to the same person begin to delivering diminishing returns? Facebook delves into data to answer the question.
VidMob's Insight Stream platform surfaces a continual stream of insights from data that tells marketers why the creative works or does not work at any given time. It also provides the ability to do
something with the information.
Political-election spending projections for 2020 will now hit $10.8 billion, according to the Center for Responsive Politics -- 50% higher than in 2016. Currently, the presidential ad campaign totals
$3.7 billion -- higher than all previous Presidential ad spending.
While overall ad spending has declined, a new study of TV and radio ad campaigns indicates they are actually performing better during the COVID-19 pandemic. The analysis released this morning by
performance analytics firm Veritone shows that on average, TV and radio ad campaigns are generating nearly 7% greater "lift" -- defined as increased traffic to the advertiser's website -- over the
course of the 15-months analyzed.
A new study by performance analytics firm Veritone shows that TV and radio ad campaigns are generating nearly 7% greater "lift" -- defined as increased traffic to the advertiser's website -- over the
course of the 15 months analyzed, on average.
Political ad spend for the 2020 political season so far is at $2.19 billion -- more than $1 billion more than spending at this point in 2016 and 2018 -- two big political election years -- according
an estimate by Advertising Analytics. Driven by higher-than-expected primary spending and the absence of live event campaigning, political advertising is now expected to total an even bigger record of
$6.7 billion this year. Advertising Analytics is raising its estimate by 12% because of primary spending, higher fund-raising, and what it says is the "lack of face to face campaigning" -- due to
Nearly nine in ten advertisers are deferring campaigns with just over half holding back spend for six months, according to a WFA report covered in "Campaign."
President Trump was the top digital political advertiser March 22-28, spending $1.4 million on Facebook and Google. Joe Biden was the top digital advertiser the week before, spending $1.2 million on
Facebook and Google.
Political ad spending during the 2020 campaign cycle will approach $7 billion, accounting for 1.4% of all media advertising revenues, according to a first-ever political ad forecast issued by
eMarketer. The estimate, which covers the 2019-20 political campaign period, represents an increase of 63% over the comparable presidential election cycle in 2015-16, and is fueled in part by the
growth of political digital advertising.
The Tom Steyer 2020 campaign has spent $17.3 million on national/regional TV commercials, while the Mike Bloomberg 2020 campaign has spent $13.8 million for the period from Nov. 26 through Dec. 25,
according to iSpot.tv.
At least that's the latest assessment from Kantar's political advertising research unit CMAG, which shows Republicans to date are spending more heavily on negative ads against Elizabeth Warren and
Bernie Sanders than Biden.
Is relying on central marketing hubs preventing agencies from tapping into local sensitivities?