Viacom and American Express on Tuesday announced Vantage Intent – a Viacom product powered by AmEx – to help advertisers use purchase intent to find audiences across TV, digital and social. As a premium offering within the data and audience platform Viacom Vantage, Vantage Intent is designed to analyze roughly $1 trillion worth of AmEx’s […]
What do loyalty programs and paid media have in common? Not a lot, at face value. Loyalty marketing has long been relegated to card-based, point-of-sale programs and customer retention. It was always the stuff of database marketers and direct mail – not user acquisition. But that’s starting to change. Coalition loyalty programs or “co-ops,” such […]
In 2014, American Express boldly declared in an RFP to ad tech vendors that it wanted to programmatically transact 100% of its then $128.5 million display budget. Though the statement was later clarified to be more of an aspiration than a brand-wide target, the financial services giant was one of several large brands exerting greater control over exchange-based buys at […]
When Rite Aid launched its wellness+ program in 2010, it didn’t want to create just another plastic rewards program. “We really wanted it to be a brand awareness and loyalty initiative, since we were the first in retail to not only offer savings and discounts, but also to offer health and wellness benefits as part […]
Plenti, the new American Express-operated loyalty coalition, seeks to streamline the rewards program. The premise is that consumers can gather loyalty points for up to two years from a variety of partner brands, including ExxonMobil, Hulu, Macy’s, Rite Aid, Direct Energy, Nationwide, AT&T and Amex, and can redeem those points across participating Plenti merchants. “The […]
The divide between publishers and advertisers around viewability sharpened during a Tuesday morning panel “Inside The Mind Of The Advertiser,” hosted by analytics provider Integral Ad Science. This wasn’t much of a surprise considering one panelist was Ari Bluman, GroupM’s chief digital investment officer for North America. GroupM has taken a notoriously hardline stance around […]
“Show me you know me, and just make it happen!” Digitally engaged customers are not only becoming aware of big data’s capabilities, they are expecting companies to use data to create personalized brand experiences, American Express VP of Digital Partnerships & Development Andrea Zaretsky said at the ANA Social Media and Digital Conference on Monday. […]
Location-based marketing player Placecast has taken the wraps off a new card-linked offers program geared to credit card companies and retailers. With the program, called Card-Linked ShopAlerts, Placecast will compete with FreeMonee Network, Linkable Networks, and Cartera Commerce among other vendors. But it claims to have a leg up when it comes to analytics, since […]
