Optimize Media Mix / videos
How can marketers make their spend as efficient and effective as possible? Smart marketers understand that different media types can play off one another and that users are not interacting with only one media type in a silo. Discover the latest insights to understand how to optimize the mix.
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YouTube and TV Are Better Together Video
Research
YouTube and TV Are Better Together Video
Six advertisers participated in a study to see if viewers engage with online pre-roll ads the same way they do with TV ads. Find out why YouTube and TV ads work better together.
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Relevant vs. Possible
Interview
Relevant vs. Possible
Russ Klein, Former President of Global Marketing of Burger King, believes that advertisers should distinguish between what is relevant and what is possible for a particular platform. Rather than try to make everything possible on a single device, find out ...
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Online & Offline
Interview
Online & Offline
Kevin Lilly,, Senior Vice President and Digital Director fir Starcom, discusses vertical and horizontal integration of online into marketing campaigns. Key players communicate horizontally across platforms but are able to dig deep into their own specialty. Being consumer-centric means understanding ...
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Digital Facets
Case Study
Digital Facets
Kim Feil, CMO of Walgreens, explains that digital is not a program in itself but a part of all programs. As Walgreens becomes more proficient at incorporating digital into larger campaigns, there will be more focus on digital-only campaigns.
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Television
Interview
Television
Dennis Cary, CMO/SVP of Bally Total Fitness, describes television and direct-response television as an important, high-impact element for the Hispanic market. However, as with all markets, television drives a variety of online activities, and the whole marketing mix comes to ...
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Interest & Consideration
Interview
Interest & Consideration
Nick Bell, Director of Campaign Marketing at Adobe Systems, talks about spending most of his budget in the interest/consideration category. Loyal customers become evangelists for the brand, so the brand is known by the company it keeps.
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Multi-Channel Campaigns
Interview
Multi-Channel Campaigns
Adam Schlachter, Director of Digital Investment at MEC, talks about working on multi-channel, multi-silo campaigns. It is not about having a print strategy or tv strategy, but about reaching the consumer with the right message at the right time. When ...
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Display Advertising
Interview
Display Advertising
Terence Kawaja, Managing Director of GCA Savvian Advisors, observes that in coming years, display will continue to be smaller than search and a fraction of television. What is learned about attribution in digital display will impact understanding of offline media.
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Offline Still Relevant
Case Study
Offline Still Relevant
Teresa O'Sullivan, VP of Marketing for Corinthian Colleges, Inc, talks about how her school uses traditional media to complement and push the online content. O'Sullivan gives an example of how her company used testimonials to tie their television ads to ...
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Online Political Campaigning
Interview
Online Political Campaigning
Matthew Gagnon, a Republican political strategist, talks about the importance of having an online element to a marketing campaign, but emphasizes that it needs to work in an integrated way with the rest of the campaign.
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Tips on Integrating Online and Offline to Target Moms
Interview
Tips on Integrating Online and Offline to Target Moms
Patrick Kraus, Director of Pampers, N.A. shares how to best integrate online and offline efforts for moms.