However you pronounce the “G” in “GIF,” the looping video file format is developing into a legitimate touchpoint along the customer journey. For NBC, which recently revived its popular comedy series “Will & Grace” in September after more than 10 years off the air, GIFs are “a way in,” said Jared Goldsmith, VP of marketing […]
When The Clorox Company made its first big investment in programmatic a few years ago, it helped the CPG double its market share in the cleaning category in just a few months. But a heavy focus on bottom-funnel, promotional ads caused its brand to deteriorate, said Eric Reynolds, CMO of Clorox at the ANA Masters […]
Procter & Gamble Chief Brand Officer Marc Pritchard is pleased overall with the response to his tough talk of the past year. And he’s optimistic that Facebook, Google and others will meet P&G’s deadline to align on third-party measurement standards and have their methods audited by the Media Ratings Council by the end of this […]
Since its founding in 2000, Legendary Entertainment’s slate of 50 films has certainly lived up to its name, with a lineup that includes “The Dark Knight,” “The Hangover” trilogy and “Jurassic World.” While these releases seem incredibly different, they all have something in common: hundreds of millions in marketing dollars, often spent within a six-week […]
DoubleTree takes a cookie-first approach to marketing – the kind you can eat. But when it comes to data collection, the Hilton-owned hotel chain, known for handing out warm chocolate chip cookies to guests as they’re checking in, is interested in deeper data than just demographics and browsing history. “It doesn’t matter to me whether […]
Women’s fashion brand Johnny Was wanted to do influencer marketing, but paying an Instagram star or blogger to wear its clothes didn’t feel right for the brand. “What we’re looking for is authenticity,” said Rob Trauber, CEO of Johnny Was. “There are very few people we would pay to influence our products because it’s not […]
Volkswagen wanted to be a more efficient and data-driven advertiser, but felt it lacked an objective partner to help it optimize media investments. “Our management was a little bit uncomfortable with our media agency managing metrics that would tell them we needed more TV, radio or whatever,” said David Galbraith, GM of brand management and […]
Before Tinder, Plenty of Fish and OKCupid – even before the advent of the mobile ecosystem – there was eHarmony. Since 2000, the dating site has tried to help the world’s lonely hearts find their one true love. Grant Langston, appointed CEO about a year ago, has been with the company since the beginning. Langston’s […]
Demographic targeting and behavioral targeting have both been around since internet advertising’s early days, but big CPG brands now say behavioral targeting drives the biggest results online. Instead of trying to hit in-target demos, they’re looking for more creative ways to connect with consumers based on purchase history or interests. At Dmexco, Johnson & Johnson CMO […]
Many advertisers want reach, but when Canada Dry executed a campaign with Spotify and Adobe, it optimized against a softer metric: mindset. “We don’t think of consumers as just 18-49-year-olds or young millennials,” said Brit Sundberg, programmatic media and data strategy manager for Dr Pepper Snapple Group, which owns Canada Dry. “We think of our […]
In April, Verizon joined the ranks of Apple, Samsung, Citi and other enterprises when it hired its first chief customer experience officer. For the role, it tapped Disney and Capital One alum Scott Zimmer to help connect the dots between all channels that Verizon consumers come across. Unlike CRM, which originated in the late ’90s […]
PepsiCo’s fitness water brand Propel wants its digital messaging to reach consumers while they’re working out, so it’s focused its media investments around music and mobile. Propel has a deep relationship with Pandora as well as Under Armour’s fitness tracker app, Map My Fitness. “Propel as a brand has centered itself around uniting fitness tribes and […]
It’s still unclear how 360-degree video or virtual reality will affect media and advertising long-term since many brands and networks are still in the experimental stage. But CNN and Volvo hope to up the ante during next Monday’s solar eclipse. The news broadcaster and automaker collaborated on four pieces of branded content that will live-stream […]
The Association of National Advertisers (ANA) said Wednesday it will partner with publisher trade body Digital Content Next (DCN) to encourage marketers to join DCN’s TrustX cooperative exchange, which promises access to viewable, brand-safe and premium inventory from DCN-member publishers. “The marketplace TrustX and DCN built aligns with the digital supply chain priorities that the […]
While P.F. Chang’s first order of business is stir-fry, it’s also cooking up a fresh data strategy to support its new brand push. As the owner of 212 Asian-themed concept restaurants around the globe, P.F. Chang’s strategy – and its custom-built technology stack – once primarily catered to the dine-in audience. “As takeout and third-party […]
The target audience for Lenovo’s Data Center Group is the definition of niche: chief information officers at Fortune 500 companies who are in the market for complex storage, networking and server solutions. To reach that niche, Lenovo has increasingly turned to targeted digital and social ads. “We’re not interested in big, general blasts of information […]
Addressable TV has earned a rep for being expensive and not all that scalable. But for early adopters like Conagra Brands, the channel does have its perks. Advertisers that invest in addressable TV alongside their larger broadcast buys view the format as a vessel for reducing waste by being able to more effectively zero in […]
Agency execs who grumble about marketing chiefs not understanding technology have likely not met SunTrust Bank’s CMO Susan Somersille Johnson. Johnson, who has a B.S. in engineering from Harvard and an MBA from the Wharton School, spent the early ’90s at Apple, where she helped develop the PowerBook product and the pricing strategy for Japan. […]
The in-housing trend continues to reshape agency and ad tech relationships. CPG giant Unilever announced on Wednesday that along with WPP it will invest $15 million in mobile creative management platform Celtra. The move aligns with Unilever CMO Keith Weed’s rather blunt approach to marketing strategy. “Get out of marketing if you’re not going to […]
Traditional web analytics tell advertisers if someone converted, but don’t always provide the context for why. A new breed of analytics solutions, such as ContentSquare and Qubit, hope to break free of these confines by combining data and machine learning to improve personalization. And retailers are among their earliest adopters. French beauty and skin care […]
Procter & Gamble has a reputation for putting its partners through the wringer – and sometimes out of business. Some ad tech CEOs are hopping mad about it. “The death of AudienceScience is on P&G’s doorstep,” said one ad tech chief exec. AudienceScience, P&G’s longtime buying platform, was forced to close its doors last week, less […]
Procter & Gamble has anointed MediaMath as the next demand-side platform in its growing DSP roster. P&G is also working with The Trade Desk, and with Neustar as its global data management platform. On Tuesday, MediaMath revealed that it had received a $175 million credit facility led by Goldman Sachs with participation from Santander Bank. […]
Bottled water brand Essentia Water is getting its feet wet with digital marketing. “Our number-one goal is to bring our brand messaging to life across digital platforms, regardless of the channel,” said Zola Kane, Essentia Water’s senior director of digital marketing. Essentia, purveyor of what it calls ionized alkaline water, launched an integrated brand campaign […]
Keary Phillips spearheaded the tech stack behind Allstate’s programmatic in-house strategy. Now he’s at it again at Angie’s List – the digital reviews site for local service providers he joined as senior director of digital marketing last August. Although Angie’s List was founded in the mid-’90s during the peak of web 1.0 portals, ironically it […]
Creating Facebook ads manually was wearing thin for TechStyle, the parent company of members-only fashion ecommerce sites ShoeDazzle, JustFab, FabKids and Fabletics. When a brand spends nearly $90 million a year on digital marketing, automation is the key to sanity. “Elegant, hard-working, effective advertising at scale is exciting – but the idea of doing that manually […]
For years, Intel’s five-note jingle was one of the most recognizable sounds on TV and helped build solid brand awareness for its consumer-facing PC business. But a jingle isn’t going to encourage network administrators at a telco to embrace Intel’s open architecture or get senior decision-makers to consider Intel’s hybrid cloud platform. “In the past, […]
When the largest advertiser in the world wants to take you to prom, but you’re not allowed to tell anyone – that was the situation facing AudienceScience. Although AudienceScience provided the technology backbone for Procter & Gamble’s internal trading desk, Hawkeye, for the past seven years, P&G explicitly acknowledged its alliance with the ad tech platform […]
Hallmark is greeting programmatic with open arms. The 102-year-old card company moved all of its media buying to programmatic in 2015, and it’s “one of the best things we’ve done,” said Lindsey Roy, Hallmark’s VP of greeting marketing, speaking at the Mobile Marketing Association Leadership Forum in New York City on Wednesday. Programmatic allows Hallmark […]
Everyone knows the Aflac duck. “We’re lucky in the respect that the Aflac duck can stand alone and people automatically know it’s Aflac,” said Gail Galuppo, SVP and CMO for Aflac. “The Aflac duck, to me, is as iconic as the Target bull’s-eye and the Nike swoosh.” But the insurance brand needed to reinforce its […]
Pearle Vision was having an identity crisis. Over the years, the eyewear chain cycled through around a dozen different positionings, from wholesome and family-friendly to early 2000s-era ads featuring a naughty librarian. “What happened was what happens to many brands as the marketplace changes – there is this urge to change with it,” said Pearle Vision […]
