ADLUCENT | September 21, 2020
Effectively measuring return on investment is a prime concern of every marketer, but getting a precise answer is elusive. In response, Adlucent, the Austin-based performance digital agency, has developed Lift Mentality, an incrementality-testing technology that helps advertisers understand the impact of specific marketing channels on their bottom line. Lift Mentality enables marketers across the e -commerce marketplace to answer their most pressing question, "How effective is my advertising?" to better understand channel effectiveness, allocate ad spend more efficiently and drive better performance. The new solution delivers insights into campaign effectiveness in about one-third the time of typical publisher tools. Highly flexible, Lift Mentality uses the advertiser's own first-party data to design and analyze the test. There is no need for the client to provide and calculate specific data points, as is the case with other, more static models. The result is faster insights, more transparency and greater ease of use for advertisers as they manage their marketing and e-commerce functions across multiple teams and outside agencies.
SOCIAL MEDIA ADVERTISING
Lipof & McGee Advertising | January 25, 2021
Air Around the Clock, South Florida's driving AC deals and administration organization, has formally held Lipof and McGee Advertising as Agency of Record for the organization's marketing needs. From this point forward, Lipof and McGee Advertising will deal with all showcasing technique, media arranging and situation, innovative, digital and social media services for the AC sales and service company.
“The residential air conditioning industry in South Florida is more competitive than ever. It’s critical that we effectively tell consumers why we are their number one choice for value and service with their home AC units,” says Air Around the Clock President, Eric Pereira. “Air Around the Clock continues to be the market leader. Our buying power and size ensures we get the lowest prices, which means the best value for homeowners. With the help of Lipof & McGee, we will continue to communicate this cohesive, consistent message across all platforms to continue our growth and success.”
Lipof and McGee Advertising is the principal advertising office that Air Around the Clock will have worked with in the organization's 30-year history. The organization will attempt to improve Air Around the Clock's message, media purchases and global positioning frameworks to attempt to promptly improve advertising ROI, and to assist further with developing Air Around the Clock's client base. Lipof and McGee will take a look at new chances in traditional media formats including billboards, and also look at expanding the company’s exposure online.
Scripps, Amazon Advertising | May 19, 2021
The E.W. Scripps Company is partnering with Amazon Advertising to bring its OTT advertising services to local businesses, extending its supremacy in the over-the-top (OTT) space ever further.
Scripps' Octane OTT sales team and Amazon Advertising will collaborate to sell Amazon OTT inventory to local companies through IMDb TV, Twitch, top-tier network and broadcaster applications, and Amazon's News apps as part of this new program. Amazon OTT and Twitch had a combined monthly viewership of 120 million viewers in the United States. Octane OTT, a forum for local advertisers to reach cord-cutting audiences through a range of premium OTT video brands and services, was introduced by Scripps in 2019.
Missy Evenson, vice president of sales for Scripps' Local Media, said, "Scripps' collaboration with Amazon Advertising reinforces our commitment to helping local advertisers target hard-to-reach customers and expand the appeal of their media investment." "As advertisers search for new opportunities to target cord-cutters and cord-nevers, incremental reach becomes more important than ever. This effort is in line with our dedication to provide our customers with the highest quality brand-safe inventory while also assisting them in engaging these important audiences."
Following the recent launch of Octane Verify, an integrated linear and OTT attribution solution that tests the efficacy of Scripps Octane OTT and linear TV campaigns, Scripps has launched a new sales initiative with Amazon Advertising to represent local buyers in the OTT advertisement space. In every market in the United States, Octane Verify collects data on internet traffic, incremental reach, as well as the most profitable dayparts.
Freewheel, Strata, and Mediaocean Prisma are among Scripps Octane OTT's new collaborations to streamline buying integration and campaign performance.
The E.W. Scripps Company is a diversified media company dedicated to making the world a better place. Scripps owns 61 stations in 41 markets as the country's fourth-largest local TV broadcaster, providing communities with quality, objective local journalism. The Scripps Networks' national news outlets Court TV and Newsy, as well as famous entertainment brands ION, Bounce, Grit, Laff, and Court TV Mystery, reach nearly every American. Scripps is the country's largest broadcast spectrum owner. Scripps is the longtime steward of the Scripps National Spelling Bee and maintains an award-winning investigative reporting newsroom in Washington, D.C. Scripps was established in 1878, and its motto has remained the same for decades: "Give light, and the people will find their way."