New York Life is in the insurance business – but the brand also has to protect itself. Marketers today have several metrics to juggle in their digital buys: Fraud, viewability and context top the list. But it’s not enough to monitor these metrics; brands need to take action. Natan Cohen, New York Life’s corporate VP of […]
Nearly 20-year-old photo-sharing brand Shutterfly “probably shouldn’t have made it” in a modern mobile world – and that’s the company’s CMO talking. But despite competing with Apple, Google and Facebook, and needing to match new consumer behavior, Shutterfly’s revenue is up. The early “web 1.0 ecommerce company,” as chief marketing exec John Boris referred to it, […]
When eBay launched 22 years ago as an auction platform where buyers bid on used items, it disrupted online shopping. But as consumer shopping habits evolved and ecommerce became table stakes, eBay’s brand and marketing strategy needed a refresh to compete with new entrants. Despite tough competition and a slow pivot to ecommerce, eBay’s revenues […]
Device manufacturer Lenovo wants its advertising to start contextually relevant conversations with its consumers, rather than blast them with one-way messages about its brand. “Sometimes, brands go wrong [by] looking at digital media in very a traditional way, like spending TV media online or taking ads and looking for display space,” said David Roman, chief […]
Advertisers, agencies and publishers agree that the bar for better data quality has never been higher. Yet the quality of many third-party data sets is questionable, and advertisers don’t always know what they’re getting when they purchase it. Here’s how Anheuser-Busch InBev, Publicis agency Spark Foundry and the publisher Condé Nast are all vetting data […]
As the Houston Astros and Los Angeles Dodgers gear up for game three of the World Series on Friday, T-Mobile will be eagerly awaiting the game – and watching its Twitter feed. The wireless carrier is using Major League Baseball’s postseason to promote its home runs for hurricane relief (#HR4HR) campaign, through which it pledges […]
Sometimes, it can feel to B2B marketers like programmatic technology just wasn’t built for them – but the B2B guys are starting to successfully retrofit programmatic to meet their particular needs. Hewlett Packard Enterprise, for example, and its agency Digitas wanted to use programmatic to power the brand’s account-based marketing strategy and reach key decision-makers within […]
Brands, agencies, publishers and vendors agree that while the industry is rife with ad quality issues, programmatic isn’t the culprit. “Programmatic is not the problem,” said Shaune Kolber, programmatic creative and ad fraud manager at Dell, at AdExchanger’s Programmatic I/O conference in New York City on Thursday. “It’s a way of buying. It’s not supposed […]
Most brands don’t want to be the first thing someone thinks of when they get a stress headache or feel pain after exercise – but Tylenol does. As part of a recent campaign to promote the relaunch of its Rapid Release Gels sub-brand after a 2009 recall, Tylenol wanted to be top-of-mind with potential customers in […]
About a year and a half ago, global beauty manufacturer Coty realized it needed to get a grip on its own data. The company was about to complete a merger with several P&G specialty beauty brands and become a $9 billion global business. And since Coty was expanding its portfolio, pressure was mounting because each […]
