By focusing too much on match rates and the deceptive value of instant results generated from a matched set, marketers are actually standing in their own way, preventing the next big wave in targeting cross-screen audiences from taking off.
No longer a novelty, digital advertising is expected to comprise more than 50 percent of buyers’ total marketing budgets in two years, according to a new report by Accenture.
“The Internet is the only medium that can reach almost all luxury buyers in all markets,” noted a Google study of global luxury shoppers. Yet, this fact goes strangely unexamined by the legacy luxury brands.
Brands continue to up their digital advertising budgets, according to the Interactive Advertising Bureau.
Jeweler Tiffany & Co. pushed its ‘20s-inspired jewelry lines through advertisements on The New York Times’ desktop and mobile sites on the day that Baz Luhrmann’ “The Great Gatsby” hit theaters.
Swiss watchmaker Omega extended the reach of its new television and social media campaign through a one-day banner ad placement on YouTube, the third most popular Web site behind Google and Facebook.
Land Rover North America targeted a broad digital audience through a one-day YouTube banner ad placement to push the all-new 2013 Range Rover.
Estée Lauder and New York magazine’s The Cut fashion blog are hosting a Pinterest contest to raise awareness for the beauty giant’s new spring Pure Color Pops collection.
Lincoln Motor Company is targeting its rebranding message and video to readers of The New York Times’ mobile and digital outlets as the buzz for the automaker’s name-change and brand-defining MKZ model hits the city.
NEW YORK – An executive at the ad:tech New York 2012 conference said that it is possible for marketers to grow their ad-targeting audience in both size and precision to increase ROI.