DTC brands are running into TV advertising’s legacy limitations

| February 13, 2019

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Underwear company ThirdLove doesn’t work with agencies to buy ads, except for when it’s buying TV ads. “You have to go through an agency. It’s almost impossible to buy [TV] directly yourself,” said Dave Spector, co-founder and co-CEO of ThirdLove, in an interview at the Interactive Advertising Bureau’s Annual Leadership Meeting in Phoenix, Arizona.

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SCHERMER

SCHERMER is a Minneapolis-based, globally-focused marketing agency that leads B2B brands from Relevance to Revenue. We build brands and engineer experiences that drive buyers to and through their B2B buying process, utilizing a unique fusion of brand, demand and digital capabilities. We specialize in branding, go-to-market strategy, marcom, content marketing, and sales enablement, combined with expertise in digital, social and UX – enabled by research and empowered by analytics.

OTHER ARTICLES

Brands need to stop talking and start doing

Article | April 9, 2020

It’s fair to say that 'less talk, more do' is sound advice at the best of times, but it is particularly prescient for brands at the current time with the Covid-19 at it's peak. People aren’t interested in good wishes, they need actions and tangible help. Brands would be well advised to shut up at the moment. Before this piece goes any further there are two important things to acknowledge; the first is that marketing is of miniscule importance at the moment, and of no importance compared to the people on the frontline fighting, and dealing with, the coronavirus. Everything is relative, and for those people that do work in marketing and those that rely on its success for millions of businesses and livelihoods, it is worth exploring for improvement.

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Google play movies may offer hundreds of free movies with ads

Article | March 26, 2020

Google also offers the ability to buy or rent movies and TV shows from the Play Store. Since 2012, this section is available in several countries. The pricing strategy has not changed, so many still consider it a relatively costly service. But, in some countries, discounts are quite often offered. Now there should be a new feature that will offer watching movies and other content for free. We could say that this service is facing difficulties because of the competition with Netlfix, HBO Go, and the others, where a relatively reasonable monthly payment with full content availability is set up. Now, Google platform will receive a new feature, which we will not find even with the above mentioned Netflix service. This is a free watching option with ads. The current version of Google Play Movies 4.18.37 includes several lines of code to indicate that we will see something like this soon.

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Mobile Advertising is Booming in APAC While Efforts Increase to Combat Fraud

Article | February 28, 2020

Mobile ad spending increased by almost 20% in the APAC region throughout 2019 with forecasts predicting it will surpass over $106 billion in 2020. Although the mobile advertising market is thriving, APAC still suffers from high rates of fraud, as well as issues with viewability measurement. As an industry, we need to continue pushing each other to implement robust anti-fraud awareness programs and technologies throughout the region. There are currently three significant programs having an impact on combating mobile and in-app advertising fraud and improving viewability measurement globally. Let’s explore how these are stacking up in the fast-growing APAC market.

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AdTech Vs MarTech: What’s The Difference?

Article | April 16, 2021

The difference between advertising and marketing is clear as day. Advertising is a specific subset of marketing that focuses on promoting products or services. On the other hand, marketing is a business practice that aims to identify, interact, and engage with customers. While it is easy to distinguish marketing from advertising and vice versa, new concepts have risen to confuse marketers and advertisers alike. AdTech and MarTech are two relatively new terms that some people use interchangeably. In reality, AdTech and MarTech are different, even if the differences are slightly noticeable.

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Spotlight

SCHERMER

SCHERMER is a Minneapolis-based, globally-focused marketing agency that leads B2B brands from Relevance to Revenue. We build brands and engineer experiences that drive buyers to and through their B2B buying process, utilizing a unique fusion of brand, demand and digital capabilities. We specialize in branding, go-to-market strategy, marcom, content marketing, and sales enablement, combined with expertise in digital, social and UX – enabled by research and empowered by analytics.

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