Although the ESPN and MLB.com campaigns are custom, high-touch sponsorships, Blankenship said it is evaluating the pros and cons of programmatic advertising to drive efficiencies for its respective brand.
“We’ve also been using Google’s TrueView [formats for YouTube] and we’re very happy with it,” Blankenship added. “I feel like it gives us the quality and attribution we need where if someone doesn’t click through and view the ad, we don’t pay.”
Although the company channels more than 50% of its media budget into traditional mediums such as television, it doesn’t prioritize one channel over another.
“I look at things as pixel to pixel to pixel, whether it’s a TV or iPad,” said Blankenship. “We try to go in beginning with who our target is, and how do we want to reach them, through our associated creative and messaging.”
To track the success of its branding campaigns, Blankenship said Coldwell Banker performs a month-by-month analysis of its brand objectives. Although it does track standard metrics such as site visits and referrals, the company has instated a quality engagement metric that it thinks is more indicative of overall brand health.
Instead of measuring on a campaign-by-campaign basis, the company is evaluating, year over year, how it has elevated brand awareness and consideration for Coldwell Banker across each individual platform.
“Since content doesn’t just sit on a brand’s website any more, we’re constantly evolving how we’re measuring ourselves in terms of consumer engagement with our content across ESPN.com, apps, Facebook, YouTube and TV,” he said.