Zipcar Zips Ahead By Testing YouTube Video Creative

Zipcar was driving itself mad running prospecting and direct-response videos on YouTube. Testing and targeting video creative on YouTube isn’t easy. But Zipcar still needed to figure out which ads work for which audiences. “Everything we do is tied to a cost per acquisition,” said Celine Francois, senior manager of member acquisition at Zipcar. ZipcarContinue reading »

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Comic: Never The Bride

A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem… AdExchanger: Origins AdExchanger: Crisis In Ad City (Part I) AdExchanger: Crisis In Ad City (Part II) AdExchanger: Enter Malware (Part I) AdExchanger: Enter Malware (Part II) AdExchanger: Enter Malware (Part III) AdExchanger: Enter Malware (The Conclusion) AdExchanger: Angels And Startups AdExchanger: Rumble In Arbitrage PlazaContinue reading »

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This ‘Oil’ Should Fuel Creative Campaigns, Too

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Lux Narayan, co-founder and CEO at Unmetric. Data is often likened to oil, but the similarities go deeper than you might think. The first oil drills in North America wereContinue reading »

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Conagra Uses Creative To Capture More Data In Cross-Screen Video

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For large CPG brands like Conagra that typically generate the most awareness through mass reach, hyperpersonalized video creative hasn’t always been their top consideration. But that is changing. “We’re seeing more personalized creative and ad versioning from CPG brands [that] might not own any data from the consumer up until the actual purchase point, becauseContinue reading »

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Three Challenges Agencies Face While Orchestrating Creative Messaging

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Media agencies know how to find the right person at the right time, thanks to the growth of programmatic. But they’re still trying to pin down how to send the right message. “You want the media to recognize where they were, but you also want to recognize where they were in the conversation,” said ZimmContinue reading »

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Shazam And Waze Rethink Mobile Creative

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Mobile creative is a Catch-22. While rich media units are engaging, they’re expensive to make and tougher to scale than programmatic banners. But banners look bad on mobile and get a bad rap for ruining the user experience. Shazam and Waze are two apps championing beautiful mobile creative, but they can do so by relyingContinue reading »

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