There are almost as many approaches to solving the attribution puzzle as there are brands. At Lancome, part of the strategy is to consolidate two key channels with a single vendor. Alessio Rossi is VP of digital marketing, ecommerce and CRM for the Loreal-owned luxury cosmetics brand. Since joining in May 2012, he has reevaluated […]
Last week, Ford Motors kicked off its latest long-term ad campaign, dubbed “And Not Or,” with a theme that could also apply to its digital strategy. The spots, which began running on TV and have heavy online video components, touch on concepts that people expect to naturally go together; consumers are asked to choose between […]
Freelancers Union is seeing powerful results after a marketing revamp that has it churning out more content and shifting spend to native ads and programmatic display. Chief Marketing Officer John Donahue describes a move away from campaign thinking to “always on” communications. That change, underway for several months, is centered on daily amplification of content […]
As content, commerce and ads collide in digital, retailers are looking for ways to capitalize. For pet supply company Petco and its director of online marketing Jason Stuempfig, strategic plans included bringing tag management firm Tealium into the mix. (Read the release.) Looking over the commerce landscape, Stuempfig says many retailers are becoming “content machines,” i.e. […]
“Traditionally from an online advertising perspective, we invest heavily in paid search and display advertising. We’re going to use data to start to test display advertising [more]: how effective is our display advertisement? We’re going to leverage our platform to serve up two different types of display ads to understand how effective our banners really […]
If there’s anyone still debating the role of data in ad creative, as opposed to media buying, they don’t work at Draftfcb. Last week, the Interpublic Group shop unveiled an integrated campaign on behalf of Amtrak’s express eastern seaboard rail service, Acela, that aimed to get business travelers to reconsider the value of air travel. […]
You wouldn’t expect a media-focused conference to dwell on content strategies, but “owned media” dominated at the Association of National Advertisers Media Leadership conference in Miami this week. Numerous client-side marketers trumpeted their content innovation, including paid integrations with network TV programming, mobile apps, and social fan engagement. They often appeared to give short shrift […]
“We have definitely seen [Facebook paid media] working in terms of fan acquisition and growing our fan base. Though, I think there is a point for all big brands where that begins to work a little bit less – meaning you’ve captured all of that low-hanging fruit and now your Facebook fan advertising has to […]
“For us it’s about transparency. It really seems like a big black box. We’ve been taking a more conservative approach. Maybe it’s our German heritage to be more cautious.” -Gerhard Louw, Senior Manager of International Media Management at Deutsche Telekom, responding to a question about his company’s use of agency trading desks. Louw spoke yesterday at the Association […]
Restaurant chain Moe’s Southwest Grill recently hired marketing agency Engauge as its media agency of record, handling a new national television campaign and the company’s foray into programmatic buying. “Moe’s is about 12 years old and we’ve just now gotten to the point where we’re collecting marketing dollars at the national level, rather than just […]
