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»Advertiser

Performance measurement is a natural evolution of ad verification, according to DoubleVerify, whose metric for measuring campaign effectiveness is now generally available.
DoubleVerify Is Doubling Down On Performance Metrics With Mondelez

Performance measurement is a natural evolution of ad verification, according to DoubleVerify, which made its metric for measuring campaign effectiveness generally available on Wednesday. The solution, called Authentic Attention, was in beta since January of last year. To power the tool, DoubleVerify is repurposing the more than 50 data signals that it already collects to... Continue reading »
by Allison Schiff // February 17th, 2021 //
»
Advertiser Perceptions: Marketing Clouds Dominate The CDP Category, But There’s More To That Story

Over half (52%) of marketers say that they use Salesforce or Microsoft as their customer data platform, according to the most recent Advertiser Perceptions report on the CDP market. Clear evidence that the marketing clouds are dominating the CDP category … right? Here are a few grains of salt. For one, when Advertiser Perceptions conducted... Continue reading »
by Allison Schiff // January 21st, 2021 //
»
Cadillac Is Cruising Into The New Year With An Eye On Gaming Audiences

When Cadillac put together a marketing strategy for its 2021 Escalade last year, gaming bubbled up as a place where the brand needed to play. “All of our research into current and future Escalade owners shows gaming as popping up pretty high from an index perspective,” said Marcie Pérez, associate director of media and performance... Continue reading »
by Allison Schiff // January 8th, 2021 //
»
Wyndham Hotels Harnesses New Customer Insights To Weather The Pandemic

The COVID payload devastated any business that involved people being in contact with other people. So it was not the most fortuitous timing when Wyndham Hotels kicked off a massive customer data platform (CDP) implementation in late February, about two weeks before the pandemic shut down the United States. Or maybe it was. One of... Continue reading »
by Ryan Joe // December 23rd, 2020 //
»
Becky Alseth, VP of marketing and direct at Nautilus
Bowflex Energizes Its Targeting To Reach New Audiences Hungry For Home Fitness

When gyms closed during the lockdowns, demand for at-home exercise equipment increased. Nautilus, which owns a portfolio of home gym brands, including Bowflex and Schwinn Fitness, experienced a nearly 94% increase in net sales in Q2. “It was one of our best quarters ever,” said Becky Alseth, VP of marketing and direct at Nautilus. In... Continue reading »
by Allison Schiff // October 26th, 2020 //
»
Digital advertising continues to be a bulwark during the pandemic.
Magna: Digital Ad Spend Resilient In 2020 Despite Turmoil

Digital advertising continues to be a bulwark during the pandemic. Although overall media owner ad revenue in the United States decreased by 7.2% during the first half of the year, digital ad sales grew by 5.7%, according to an updated forecast released by Magna on Wednesday. Magna expects ad budgets to stabilize and recover in... Continue reading »
by Allison Schiff // September 16th, 2020 //
»
zocdoc
Zocdoc On The Telehealth Boom And Launching Its First National TV Campaign

Everyone knows what happened in March: COVID-19 broke out. But Zocdoc CEO Oliver Kharraz, who is also a physician, was already pivoting his company to respond to the impending crisis. On March 2, he told everyone at Zocdoc, an app that connects patients with healthcare providers online, to drop their projects and begin building capabilities... Continue reading »
by Alison Weissbrot // September 1st, 2020 //
»
AB InBev
How AB InBev Is Helping Local Restaurants Survive The Pandemic

A world with fewer restaurants is bad for Anheuser-Busch InBev. The company, whose brands include Budweiser, Michelob Ultra and Blue Point among many others, depends heavily on orders from restaurants and bars. And sales haven’t been great since the COVID-19 pandemic began. So AB InBev invested to help restaurants and bars stay afloat through a... Continue reading »
by Alison Weissbrot // August 19th, 2020 //
»
Kimpton Hotels Is Settling Into The New COVID-19 Normal – And Slowly Ramping Ad Spend

It’s not easy for a hotel to stay top of mind during a global pandemic. The marketing team at Kimpton Hotels, part of the Intercontinental Hotel Group, spent most of the spring trying to keep a conversation going with consumers while its properties were closed. “It took time to understand how our brands can be... Continue reading »
by Alison Weissbrot // August 18th, 2020 //
»
How Georgia-Pacific Optimizes Buys With Real-Time Sales And Viewership Data

When it comes to measuring sales lift and ROI on media campaigns, CPG brands have traditionally been shooting in the dark. But with more real-time data sets available in market, CPGs are embracing granularity when optimizing and measuring spend. Earlier this year, Georgia-Pacific, the paper product manufacturer whose brands include Brawny and Quilted Northern, tapped... Continue reading »
by Alison Weissbrot // August 12th, 2020 //
»
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