How Mars Petcare Uses Data To Connect The Dogs

AdExchanger |

You probably don’t think of Mars Petcare as a center for startup incubation. It owns a lot of brands you can buy at a local grocery store, including Pedigree and Whiskas. But in 2000, it bought Royal Canin, a pet food brand focused on health care, and, more recently, a string of veterinary clinics. So,Continue reading »

The post How Mars Petcare Uses Data To Connect The Dogs appeared first on AdExchanger.

Read more

Performance Marketer ProFlowers Renews Its Vow To Build The Brand

AdExchanger |

FTD Companies, parent company of online floral delivery brands ProFlowers and Interflora, wants to get back to the basics of brand marketing. “Our company, like many brands, has been obsessed with directly attributable, perfectly measured marketing for the last five years,” said Jeff Severts, CMO of FTD Companies, who previously served as CMO of UltaContinue reading »

The post Performance Marketer ProFlowers Renews Its Vow To Build The Brand appeared first on AdExchanger.

Read more

Unilever CMO Keith Weed Demands Ad Platforms Make “A Positive Contribution To Society”

AdExchanger |

In an early draft of his prepared remarks at the IAB Annual Leadership Meeting on Monday, Unilever CMO Keith Weed threatened to stop advertising on digital platforms that “do not make a positive contribution to society.” But when he actually took the stage in Palm Desert, Calif., a few hours later, Weed struck a softerContinue reading »

The post Unilever CMO Keith Weed Demands Ad Platforms Make “A Positive Contribution To Society” appeared first on AdExchanger.

Read more

Moet & Chandon Shows Love For Snapchat

AdExchanger |

Champagne brand Moet & Chandon wanted its “Love Unconventional” campaign, running Valentine’s Day through Mother’s Day, to drive engagement with elements of gameplay. While the campaign will be heavy on digital video and influencer content across Facebook and Instagram, its more immersive elements are more endemic to Snapchat’s platform, said Christine Ngo, marketing director andContinue reading »

The post Moet & Chandon Shows Love For Snapchat appeared first on AdExchanger.

Read more

KFC’s New CMO Hits The Ground Running

AdExchanger |

Just six weeks into her new role as CMO of Kentucky Fried Chicken, Andrea Zahumensky is hitting the market Sunday with her first big campaign launch for the quick-serve restaurant’s new Smoky Mountain BBQ flavor. Zahumensky, who joined KFC from Procter & Gamble, where she was brand director for baby care products in North America,Continue reading »

The post KFC's New CMO Hits The Ground Running appeared first on AdExchanger.

Read more

Ecom Startups Purple And MVMT Take The Drudgery Out Of Cross-Channel Data Wrangling

AdExchanger |

The paid ads folks at mattress brand Purple and online watch retailer MVMT spend their days obsessing about measurement – and stressing over data silos. Budgets are lean, and they’re under pressure to tie spend to success. A six-person team at Purple manages paid advertising across more than 15 channels. But combining, analyzing, comparing and activatingContinue reading »

The post Ecom Startups Purple And MVMT Take The Drudgery Out Of Cross-Channel Data Wrangling appeared first on AdExchanger.

Read more

Why L’Oreal Is Giving Media Ownership A Spin

AdExchanger |

L’Oreal will expand a media ownership strategy it piloted in Mexico to other Spanish-speaking countries to generate first-party cookies from its customer base. The idea is similar to sponsored content, but instead of working with a brand-name media company on a story package, for the past year L’Oreal has developed fiufiu, a kind of pop-upContinue reading »

The post Why L’Oreal Is Giving Media Ownership A Spin appeared first on AdExchanger.

Read more

Brand Safety In 2017: Where We’ve Been, Where We’re Going

AdExchanger |

Brand safety and transparency were top-of-the-agenda items for advertisers in 2017. But if this was the year of faux pas, mea culpas and the start of a move toward better controls, 2018 will be about buckling down. “The billions of ad dollars pulled off platforms in 2017 was a clarion wake-up call,” said Bill Marino,Continue reading »

The post Brand Safety In 2017: Where We’ve Been, Where We’re Going appeared first on AdExchanger.

Read more

IAB: Digital Ad Industry Continues Surge, Fueled By Mobile

AdExchanger |

Digital ad revenue continues to rise at the expense of traditional media. In the first half of 2017, digital advertising revenue grew 23% to $40 billion, according to the Interactive Advertising Bureau and PricewaterhouseCooper’s Internet Advertising Revenue report, released Wednesday. Read it. Digital’s growth represents a 22.6% increase from last year, and it’s the largestContinue reading »

The post IAB: Digital Ad Industry Continues Surge, Fueled By Mobile appeared first on AdExchanger.

Read more

Edible Arrangements Uses Digital Tactics To Deliver More In-Store Traffic

AdExchanger |

Edible Arrangements is best known for its fresh fruit and chocolate arrangements, many of which are gifted at the last minute for holidays or anniversaries. Although 65% of Edible Arrangement’s business comes from ecommerce, the brand wants to drive visits – particularly from repeat customers – into its 1,200 local store franchises. “No one’s goingContinue reading »

The post Edible Arrangements Uses Digital Tactics To Deliver More In-Store Traffic appeared first on AdExchanger.

Read more