In marrying the CNET brand with its performance marketing platform two years ago, Red Ventures started building a full-funnel approach to the content+commerce equation. Kerri Mason, SVP of Marketing
at Red Ventures, explains what the company has learned about the new arts of audience priming, using content to drive upper-funnel discovery, and creating a holistic marketing environment that serves
a range of KPIs for both ad clients and affiliate revenue.
How did TaxAct find that it could radically reduce media costs and still maintain the same level of conversions? By stepping away from the promises of so-called precision targeting and retargeting,
bringing its media in-house, and re-booting its strategy to start with broader audiences and then letting the platform algorithms help. TaxAct's Head of Media, Amy Bartle, shares what they learned
from their journey.
How do you bring legacy brands who have been wedded to linear TV into the advanced TV fold? Test and prove. Lockard & Wechsler Direct's VP of Advanced TV, Scott Lisk, brings the receipts, sharing the
ways in which the performance agency has tested out streaming video platforms to highlight when, where and how these data driven video channels do and don't work best.
In a fragmented, multichannel programmatic ad landscape, audio has emerged as one of the more impactful formats. But what are data-driven audio spots good for in the larger marketing mix? Are
programmatic ad insertions as effective as traditional host reads? And how trackable and accountable has this medium become since the days of vague download counts? Spark Foundry's VP, Programmatic
Consulting, Natasha Morris, shares best practices and learnings from Spark Foundry's work across many audio formats for a range of clients.
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.
Pinterest is tracking to generate $553.3 million this year, an increase of 44% over 2017, and is projected to double that -- crossing the $1 billion mark -- in just two years.
As a performance sports brand, ASICS depends on effective media spend in the walled gardens of Google and Facebook to drive sales. In order to optimize these investments and power growth, ASICS
constantly works to refine its model for customer attribution - which is no easy task given the diversity of online and offline media a typical customer may be exposed to prior to buying a product.
Devin McGuire, Manager of Global Performance Marketing at ASICS, will discuss the brand's incrementally process to help understand which platforms and campaigns are working - and which are not.
To combat customer churn in the pharmacy, Walgreens turned to a more customer-led approach. Through a service-based campaign, they leveraged marketing technology to provide a more personalized and
precise experience for their customers. Walgreens' Senior Director of Customer Marketing Platforms & Strategy, Brian Tyrrell, will discuss how focusing on longer term service offerings, has not only
provided more value to their customers, but resulted in increased sales and loyalty.