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»Volkswagen

Prog IO: VW Is More Than Willing To Pay Higher CPMs For Guaranteed Viewability

If there’s one thing that frustrates Oliver Maletz, Volkswagen AG’s head of international communications and media planning, it’s paying for nonviewable ads. His complaint is a perennial one. Advertisers have been banging the viewability drum for years, but it remains a major pet peeve. “Marketers should not have to pay for an ad that a... Continue reading »
by Allison Schiff // October 16th, 2018 //
»
How MXM Brings Objectivity To Volkswagen’s Analytics

Volkswagen wanted to be a more efficient and data-driven advertiser, but felt it lacked an objective partner to help it optimize media investments. “Our management was a little bit uncomfortable with our media agency managing metrics that would tell them we needed more TV, radio or whatever,” said David Galbraith, GM of brand management and... Continue reading »
by Alison Weissbrot // September 20th, 2017 //
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Volkswagen Partners With Google To Increase 'Smileage'

Volkswagen created the "Smileage" mobile app, expanding on its 2012 campaign slogan, "It's not the miles; it's how you live them." Working with Google, VW's app is the first project from Google's Art, Copy & Code project, showcasing how companies can use technology -- Google's technologies in particular -- to create more innovative brand experiences.... Continue reading »
by Kimberly Maul // March 19th, 2013 //
»
Deutsch LA's Van Praet: Digital Creative Isn't What You Think

When ad industry discussions turn to data, it's usually about how to target ads, not create them. But Douglas Van Praet, EVP/group planning director at Deutsch LA, speaking at Wednesday's ANA Creativity conference, offered up some ideas of how science can influence the artistic side of advertising. Following a presentation Van Praet did with Justin... Continue reading »
by David Kaplan // December 6th, 2012 //
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