Advertisers Need to Pay More Attention to the Weather When Planning Campaigns

adweek | July 21, 2019

Advertisers have got a lot to think about. For one thing, trends are constantly shifting in terms of the creative that resonates most with audiences as well as the types of messaging that those audiences respond best to. On top of that, there is a fair amount of work that goes into determining who the target audience is in the first place. Generally speaking, I’m all for lightening the workload, but I also think that there is a huge missed opportunity that advertisers aren’t paying attention to. Namely, the weather.

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An empowering online shopping experience. The key to Adore’s online success has been their ability to create a highly personalised customer experience. When Morris initially launched the website to sell beauty products online she went to extremes to make customers enjoy the experience, wrapping each beauty product in tissue pape

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An empowering online shopping experience. The key to Adore’s online success has been their ability to create a highly personalised customer experience. When Morris initially launched the website to sell beauty products online she went to extremes to make customers enjoy the experience, wrapping each beauty product in tissue pape

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ZeroSum Launches Auto-Stream: World's First High-Performance OTT/CTV AI-Driven Advertising Platform for Auto Dealers & Marketers

ZeroSum | November 11, 2021

ZeroSum, an industry leading provider of software, data and marketing automation services to the automotive industry, has launched Auto-Stream, a first-of-its-kind platform that utilizes real-time data to assist auto dealers and marketers with the transition from traditional TV to over-the-top (OTT) and connected TV (CTV) advertising to drive faster auto sales and lower advertising costs. For many auto dealers looking to make the switch to OTT and CTV, barriers such as OEM brand standards, lengthy turnaround times and costly production make it difficult to do so efficiently. Auto-Stream, fueled by ZeroSum's extensive inventory database, with a proprietary audience of active shoppers and vehicle identification number (VIN)-level attribution, eliminates these barriers, all with the push of a button. The platform allows users to activate new campaigns in less than 24 hours by integrating a dealer's live vehicle inventory to create, target and deliver VIN-specific ads. The proprietary technology eliminates the high cost of production by using artificial intelligence (AI) to build individual commercials with integrated automaker brand standards for each VIN in inventory. Auto-Stream targets active car buyers who are in the market to purchase vehicles that are already on dealer lots. In the past year alone, there has been an 81% increase in TV streaming, with 76% of homes in the US having a connected TV according to Nielsen data. With millions of prospective car buyers using streaming services every month, marketers are eager to explore more targeted and efficient OTT and CTV advertising options. We created Auto-Stream to help them make that happen effectively by offering what no other platform can: VIN-level attribution for video." Andy Lobred, President, ZeroSum. For auto dealers, Auto-Stream results in engagement with in-market shoppers while maximizing reach without the cost of traditional TV ad production. The platform helps dealers reduce and realign their budget spend based on current buyer shopping behavior in their specific market, allowing them to fill their sales funnel with qualified buyers more quickly and at a lower cost. Dealers will now be able to directly connect the media dollars with actual units moved, resulting in better traceability and utilization of marketing spend. For agency and auto group partners, the platform is a high-gross profit product that provides real-time reporting while giving access to unique automotive audiences and premium OTT/CTV inventory without the need for ad operations, video production, or demand-side platform (DSP) minimum, as the technology can be run on any budget. "We feel what Auto-Stream provides is truly a game changer," said Nick Dionne, Vice President of Product and Marketing, ZeroSum. "The ability to have intelligent, customizable, inventory-fueled creative options, done quickly with none of the hassle, will allow our customers to modernize their marketing in ways never before possible." "No other technology can dynamically and automatically adjust creative and spend distribution based on real-time data like ZeroSum's can," said Dionne. "Dealers using MarketAI are seeing inventory turns moving as much as 40% faster while acquisitions costs are reduced by 70%." The Auto-Stream debut follows ZeroSum's launch of MarketAI, the industry's first AI-driven marketing platform, earlier this year. Now used by thousands of dealers nationwide, the MarketAI platform houses an inventory of hundreds of millions of VINs and related data, allowing dealerships to leverage the cross-platform advertising system to specifically target active shoppers. The MarketAI platform can be paired with social media, digital display, search, and Auto-Stream to increase performance. About ZeroSum ZeroSum is a leader in software, marketing and data. Powered by its SaaS platform, MarketAI, ZeroSum is simplifying and modernizing automotive marketing by leveraging artificial intelligence, data and scaling ability to acquire new customers. ZeroSum is the first and only company that matches consumer demand with automotive data in real time.

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Ampersand's Total TV Measurement Solution Offers Advertisers Insight Across Their Entire Multiscreen TV Investments

Ampersand | September 18, 2021

Ampersand, the audience-first TV advertising sales, data and technology company, announced today the availability of its Total TV Measurement solution for advertisers and agencies. This new capability allows Ampersand to offer brands as well as local advertisers the ability to unify and consolidate the measurement of audience-based media delivery across all of their TV investment channels – including network, spot and addressable– and activate across Ampersand's full footprint of multiscreen TV supply. Against the backdrop of today's fragmented television marketplace in which viewers access programming in live and time shifted environments, and on a variety of screens, it is increasingly difficult for brands and agencies to measure de-duplicated reach and frequency across the entirety of their multiscreen TV investments. As a result, brands struggle to holistically understand whether their target audience is being underserved or overserved. Ampersand's Total TV Measurement solution is designed to close this knowledge gap, and drive insights to allow brands to optimize the performance of their TV investments. For brands, Ampersand's Total TV insights – derived from using aggregated data from 40 million set top box households, and with a commitment to protecting personal information –empowers advertisers with a true understanding of de-duplicated reach of their total multiscreen TV investments. This understanding unlocks the ability for brands to identify new reach opportunities across the full breadth of their network, cable and addressable TV campaigns. Unlike other standalone measurement solutions, Ampersand can then activate on the de-duplicated reach insight with media solutions that solve for incremental reach needs across all screens to re-balance their investment. "Ampersand's Total TV measurement has empowered RPA and our clients with access to multi-screen insights, which was not possible before," said Brian McCord, Senior Vice President, Executive Director of Media Strategy at RPA, a Santa Monica-based advertising agency. "The learnings have been instrumental to our strategic planning team, enabling them to plan the most effective and efficient campaigns that drive real business outcomes for our clients. RPA uses this tool to navigate planning across all TV to ensure we understand the unique viewership of our target audience and can collaborate with our investment teams accordingly." For local advertisers, Ampersand now also offers reach, frequency and spend insights against their local broadcast investments. With the breadth and scale of the unique data set powering Ampersand's Total TV Measurement solution, local advertisers can also understand how brand audiences are being delivered across all local TV inventory and decision on how to effectively re-balance spend allocation across broadcast and cable. Analyzing de-duplicated reach for a market level campaign across all three channels provides powerful insights to local advertisers to increase reach and frequency at the optimal level. "One of the biggest pain points for CMOs in today's fragmented TV landscape lies in the difficulty of frequency management in service of a more efficient multiscreen TV investment strategy," said Ampersand President Andrew Ward. "We are excited to offer our Total TV analytics and measurement package to help advertisers finally understand who they are underserving or overserving across their multiscreen TV investment." Ampersand's Total TV Measurement solution is available today as a managed service and will soon be available on Ampersand's AND Platform. The AND Platform is the first advanced buy-side TV platform to centralize campaign planning, buying and measurement within a single interface, supporting local, addressable and national TV investment strategies. About Ampersand Ampersand is a data-driven TV advertising sales and technology company with the mission of enabling advertisers to reach their audiences across the full range of TV and digital environments. With a commitment to constant innovation and growth, Ampersand reaches 85 million households leveraging unique data insights to connect brands with audiences to drive desired outcomes.

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Digital Marketing Agency, Finsbury Media Announces Partnership With WD-40

Finsbury Media | January 27, 2022

Finsbury Media, the UK's leading digital marketing agency announced today that they will be partnering with the WD-40 Company to develop new advertising strategies and campaigns exclusively in the UK. Most commonly known for its water-displacing spray; WD-40 owns a wide range of maintenance products. Unveiling these campaigns is another way to solidify WD-40's position in the UK. Finsbury Media has been appointed to substantially expand the reach of WD-40 by running various social media and advertising campaigns. The partnership with Finsbury Media reinforces WD-40's marketing on several fronts using unique strategies and initiatives prioritising brand awareness. From multi-channel advertising campaigns to online education, the aim is to drive purchasing intent and product knowledge of all products in the WD-40 portfolio. These products provide customers with solutions at home, in workshops, and in factories around the globe. Finsbury Media uses a targeted approach and extensive experience to ensure sustainable and profitable results with each campaign. WD-40 isn't just being used in your local garage; It has a multitude of practical uses that Finsbury Media aims to shine a light on this year. Managing result-oriented marketing strategies is what Finsbury's expert team has done for almost a decade and is an integral part of further enhancing WD-40's reach in 2022. We are dedicated to working with WD-40 in driving their marketing and advertising capabilities even further by focusing on maximising value and expanding their overall digital reach, Finsbury Media's Operations Manager. We have all witnessed companies transitioning to a digital business model during the last year and we can surely expect that this growth trend will continue this year. It's inevitable that if you want to reach customers in today's world you need a digital presence. Having a digital marketing partner to implement and manage all your marketing solutions makes the process that much easier by saving you time and money. Furthermore, it guarantees reporting on data metrics and performance across your websites and advertising channels. Giving your business the opportunity to heighten its approach, test strategies for wider optimisation and gain valuable insight that can help expand your business. About Finsbury Media Since 2015, Finsbury Media has been the UK's leader in Digital Marketing. Recognised for delivering digital solutions to SMB clients across the UK and internationally. Finsbury Media values diversity and promotes an inclusive work environment based around innovation and respect. Leveraging design, technology, and data to drive results while deploying marketing strategies for transformative growth and exceeding client expectations.

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