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»Advertiser

SmileDirectClub CMO On Dealing With Signal Loss And Testing New Channels

Chasing ad performance is a never-ending process. “There’s no chill in the performance world,” said John Sheldon, CMO of SmileDirectClub, a DTC startup and recently public company that sells customized transparent teeth aligners as an alternative to braces. “You’re always … trying to push your business,” Sheldon said, “because if you can find more efficiency,… Continue reading »
by Allison Schiff // May 13th, 2022 //
»
How Smart Ring DTC Brand Oura Proved TV Can Be A Healthy Part Of Its Marketing Mix

DTC ecommerce is booming – but measurement challenges are looming. Or, rather, they’re already here, said Ron Jacobson, CEO and founder of Rockerbox, a marketing attribution startup that helps mainly direct-to-consumer brands measure the performance of their marketing campaigns and test into new channels. “There’s a lot happening that’s making it harder to measure,” Jacobson said.… Continue reading »
by Allison Schiff // March 30th, 2022 //
»
Amex Is Planning For The Cookieless Future With An Eye On MMM

American Express has been investing in measurement technology to try and give credit where credit is due. The increase in regulatory scrutiny, the end of third-party cookies and the paucity of other identifiers means that “what used to work doesn’t work anymore,” said Abhi Juneja, VP of performance marketing and ad tech data science at… Continue reading »
by Allison Schiff // March 16th, 2022 //
»
Why B2B Monday.com Is Buying A Super Bowl Ad (And How It’s Measuring The Impact)

The Monday after the Super Bowl is a big day for marketers, as people kick around their favorite ads from the game. This year, the Monday after will be especially important for monday.com, a Tel Aviv, Israel-based workforce app development platform. The B2B company bought a Super Bowl sponsorship in a space more often associated… Continue reading »
by James Hercher // January 31st, 2022 //
»
Fetch Brings On Facebook CPG Vet To Build Deeper Relationships With Big Brands Like Kimberly-Clark

Rewards app Fetch is looking to fire up its first-party data strategy with the hire of long-time Facebook veteran David Sommer as its first-ever chief customer officer. Sommer comes to Fetch after nearly 11 years at Facebook as head of industry, CPG, retail partnerships and shopper marketing. Before Facebook, Sommer was a managing partner of… Continue reading »
by Allison Schiff // January 19th, 2022 //
»
Ocean Spray Is Getting More Juice Out Of Attribution With RCT Testing

Ocean Spray is using a version of the vigorous measurement approach that the Food and Drug Administration uses to test medicines and vaccines, including the COVID-19 vaccine. The method, called randomized control trial (RCT) measurement, isn’t a new concept. (Fun fact: Apparently, the first randomized control trial took place in Nuremberg, Germany in 1835, as… Continue reading »
by Allison Schiff // November 19th, 2021 //
»
Brian Rowley, VP of marketing, Panasonic
Podcasting Is A Powerful Lead Gen Tool For B2B Marketers At Panasonic

For Panasonic’s B2B division, podcasting has proven to be a fruitful form of lead generation. Although it’s usually not possible to tie listens to specific sales – the B2B sales cycle is notoriously long, and podcasts sit way up at the top of the funnel – Panasonic has seen an increase in time spent on… Continue reading »
by Allison Schiff // October 1st, 2021 //
»
Gap’s CMO: “Content Has To Evolve As You Move Through The Funnel”

You know you’ve won the lottery as a brand when you go viral on TikTok (for a good reason). Last year, it was Ocean Spray, and this year it’s Gap, whose vintage logo sweatshirts – the brown one, in particular – made a comeback on TikTok as an unexpected fashion trend of 2021. Gap capitalized on… Continue reading »
by Allison Schiff // September 20th, 2021 //
»
Olay Launches Campaign To Elevate Diverse Female Coders And Fight Algorithmic Bias

The prevalence of algorithmic bias is more lamentable than it is surprising considering the dearth of diversity in the computer science field specifically and in STEM professions more broadly. “The impact of algorithms is something that’s hiding in plain sight, but many of us are only just becoming aware of the effect it has on… Continue reading »
by Allison Schiff // September 13th, 2021 //
»
Richard Oppy, VP of global brands for Anheuser-Busch InBev
AB InBev On Why Advertisers Are Starting To Act More Like Publishers

“So much in life happens over a beer,” says Richard Oppy, VP of global brands for Anheuser-Busch InBev. And now that life is starting to return to some semblance of normality, AB InBev is pouring its efforts into a marketing strategy centered on getting people out of the house. The theme of a recently launched… Continue reading »
by Allison Schiff // May 11th, 2021 //
»
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