Search Marketing Knowledge Center

This Water Filtration Company Made Kids Its Spokespeople

B2 Awards July 16, 2024

Elkay used the unfiltered thoughts of kids to underscore the importance of properly filtered water in schools.

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Ipsos Highlighted Analytics Leaders with a Stellar Content Series

B2 Awards July 7, 2024

In an effort to both elevate the ways in which insights and analytics are perceived within the C-suite and highlight how its organization supports those leaders, Ipsos created “The Path” community.

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This Zoetis Docuseries Documented the Transition of Ranches Through Generations

B2 Awards June 29, 2024

Zoetis launched a docuseries sharing the stories of ranchers to build long-term brand health and saliency in the face of increased competition.

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3 Easy Ways to Avoid Fraud on CTV

Industry Insights June 28, 2024

Working with CTV inventory for the past few years, I've found that there are some telltale signs to watch for, best practices that need to be put in place, and a few extra relationship-building steps that are enough to cut out almost all CTV fraud completely.

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Exposing the Waste in Tactless Targeting Efforts

Industry Insights June 26, 2024

Consider someone browsing online and being served an advertisement for their own internet provider. The advertisement in question has not reached a prospect, the consumer has no defined action to take and rolls her eyes at the lack of personalization from her provider, and at that moment, the exchange becomes a marketer’s worst fear — a waste of everyone’s time.

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The 2020s: A New Era of Digital's Global Preeminence Over Linear TV

Money Slides June 25, 2024

Marketing solutions provider Guideline tracks the proportion of media mix devoted to digital, on the one hand, and linear TV, on the other, in the first quarters of 2022, 2023, and 2024 in the U.S., the U.K., China, Australia, Canada, and New Zealand.

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How Embraer Sought to Accelerate Opportunity

B2 Awards June 24, 2024

Embraer’s “Accelerate Opportunity” brand launch film has achieved more than 2 million views on various social channels globally. The company aimed to identify the differentiating characteristics of the brand that resonate with the market, as well as activate interest in a global market.

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Why Open Programmatic and CTV May Never Mix

Industry Insights June 17, 2024

Programmatic ad buying took off in the 2010s because advertisers and publishers alike realized that audiences were splintering across the long tail of websites. As the monoculture dissolved, it became clear that it was impossible to reach a mass audience with direct buys and homepage takeovers across a dozen websites.

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The Upfront Is Dead, Long Live the Upfront

Partner Content June 6, 2024

The TV landscape has changed dramatically over the past decade. Now, so too must the TV upfronts.

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Women’s Sports Can Launch the Next Era in CTV Advertising

Industry Insights May 29, 2024

Despite the countless memorable moments provided by highly entertaining Super Bowl ads over the years, I am still most affected by the poignant messaging of P&G’s “Like a Girl" commercial. The video effectively exposed a gender stereotype, while inspiring girls everywhere to be proud of themselves and fight for women’s equality in sports.

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Land O’Lakes Recruits Employees for “The Office” Inspired Training Videos

In-House Excellence Awards May 27, 2024

Land O’Lakes enlisted the help of its own employees to create a “The Office” inspired series of humorous internal cybersecurity training videos.

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Refreshing Pepsi: Unveiling a Bold New Logo

In-House Excellence Awards May 27, 2024

PepsiCo’s in-house content studio built awareness and familiarity for Pepsi’s new logo and visual identity system through a series of dynamic commercials, ensuring consumers would recognize the refreshed design on store shelves, in restaurants, and wherever else they enjoy Pepsi products.

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Kraft Infuses an American Classic with Asian Cuisine

In-House Excellence Awards May 27, 2024

Kraft Singles enlisted the help of a renowned innovative chef to reinvent the classic grilled cheese and tomato soup combo, creating grilled cheese and tomato “souplings.”

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How CVS Used a Video to Foster a Culture of Empathy

In-House Excellence Awards May 21, 2024

CVS created the “Helping With Heart” campaign to introduce a new culture of service to the enterprise in a way that is inspiring, motivating, and familiar. Its message was simple — bring your heart and put your heart to work to make the colleague and customer experience truly meaningful.

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The Reach of Various Marketing Channels, by the Numbers

Money Slides May 9, 2024

Cumulus Media shares Nielsen data that quantifies the reach of marketing channels that include TV, video, and social media, with radio holding a dominant position.

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Healthcare and Manufacturing Are Looking Hard at CTV

Industry Insights May 8, 2024

Healthcare and manufacturing are the two industries whose interest in CTV has spiked most in recent weeks, and they’re neck-and-neck, followed closely by education, software, and business services, as measured by Bombora Company Surge.

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Ad Spending on Digital Video Versus TV

Money Slides May 6, 2024

Winterberry Group shares data that compares ad spending on digital video and linear TV and includes a forecast for digital and video ad spend in future years.

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Invisalign’s Movie Trailers Juxtapose the Benefits of its Aligners to the Discomfort of Braces

REGGIE Awards April 30, 2024

To position the brand as the hero that keeps teens drama-free, Invisalign created #InvisIsDramaFree 2023 — a series of fake movie trailers emphasizing the daily hassles and visceral discomfort of braces juxtaposed against the benefits of the brands clear aligners.

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How a Binge Worthy Drama Drove Gen Z Gym Memberships

REGGIE Awards April 30, 2024

“On this Repisode of High School Summer Pass” is a free gym promo disguised as a bingeable teen drama that lived on the same platforms as generation Z, positioning Planet Fitness as a place they belong.

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