In the week leading up to Thanksgiving and Black Friday, BrandTotal analyzed paid social media ad campaigns for 28 top retailers, including Walmart, Target, Costco, Macy’s, Best Buy, Home Depot, Nike, Nordstrom, and TJ Maxx — here are the findings.
This shopping season, marketers face a dynamic economic and social environment. Only by having an advertising strategy that is agile, responsive, and omnichannel can they be confident in their campaigns.
The current global supply chain is complicated and only getting messier as the holidays are near. Hopefully, some help will be on the way soon.
Data is the most powerful weapon available to brands in the streaming wars. Combining strong measurement with curiosity and creativity will allow these brands to compete in this hyper competitive environment.
Brands are mired in rules, but short of the tools required to automate and enforce privacy at scale.
Models built on anonymous, cohorted data give retailers the ability to target based on category or brand purchases while respecting individual’s privacy, assuming the seed file is excluded from the audience. High quality models can create addressable segments that predict purchases with better than 90% accuracy.
Regional buys, targeting streamers specifically, are quickly becoming the next logical step in a comprehensive media campaign.
As new solutions emerge to target audiences, both organizations and consumers must play a role in creating a more transparent and secure ecosystem.
While the 2021 holidays will be much different than last year’s due to the COVID-19 vaccine, consumers will continue to shop online instead of going into stores.
Most are very aware of the common consumer in-store checkout experience – items are totaled, the price is tallied, and the consumer exchanges cash or credit for their goods, which are condensed into a bag for easy carrying and accompanied by a receipt as proof of purchase.
2020 was the biggest holiday season ever for marketers and retailers—and 2021 is shaping up to be even more competitive. Give yourself a head start by getting your programmatic strategies in place now.
From a global pandemic to a racial justice revolution, these past 18 months have accelerated cultural change and demanded that advertising keep up in order to stay relevant.
B2B brands are not selling to companies, they’re selling to people. And the reality is that people have come to expect targeted, personalized messaging that’s relevant to their needs in their own lives.
Dark marketing is a useful tool that allows brands to engage with consumers like never before, and will become substantially more important with the absence of third-party cookies.
Streaming TV has not only become the most popular form of TV entertainment for audiences, but it has also edged out the linear broadcast for the first time this year.
Given the lingering impact of the pandemic on attitudes toward travel, it’s more important than ever that marketers be able to operate with scalpel precision in targeting their ad spend.
A recent Nextdoor survey found that 73% say neighbors are their most important community. This enthusiasm for the neighborhood extends to nearly every aspect of their lives, from how they’re socializing to which businesses they’re supporting.
For too long marketing professionals have been too focused on the wrong metrics, or the metrics they use can be misleading.
TV has converged with digital-like campaign measurement and full funnel outcome-based insights are available across nearly all varieties of TV campaigns.
For the past decade, global supply chains have been running a seemingly normal path. Even a year and a half later, industries across the board are experiencing the impacts of supply chain disruptions. With massive labor shortages and continual shipping delays, there is increasing desperation to return “back to normal.”
As organizations continue to recover from changes and setbacks brought on by the COVID-19 pandemic, marketing teams will be critical cogs in the engine of innovation to move forward. In order to be successful, the CMO and CTO need to be more aligned than ever before.
The most important step a leader can take to meet employees where their values are is to establish a culture of trust and empowerment. I only have to look at my own career to see how much this impacts employee and company performance.
With so much focus on how to establish and target audiences in a cookie-less advertising landscape, much of the attention has centered on the power of publishers and their communities of engaged and authenticated audiences.
While it looks like a goldmine, marketers do not have CTV completely figured out yet. In fact, some CTV marketing practices still resemble those from five years ago.
Recent Articles
