Pirate’s Booty has long traded on its high level of brand awareness despite not doing much paid advertising at all. Pirate’s Booty only got serious about marketing in 2018, when the brand was acquired by Hershey, and largely skipped over linear TV entirely to reach co-viewing parent and child audiences on connected TV (CTV) and digital channels.
As clients look for alternatives to third-party cookies, ad agency Dentsu can steer them to its in-house Contextual Intelligence tool, which launched today. Although contextual targeting is often considered inferior to demographic or behavioral targeting, it can drive performance. Jewelry retailer Pandora piloted the tool during the 2022 Valentine’s Day season. Ads placed using the solution represented 2% of campaign spend, but drove 36% of revenue, a 24x return on investment.
