Advertising AI Isn’t What You Think It Is
The realities of advertising AI and how to use it to your advantage.
It’s hard to hammer in a nail with a saw. And when it comes to advertising AI, many are doing just that. It’s not their fault. AI is a specific tool solving specific problems—not a cure-all. The (very important) nuances of advertising AI often get glossed over to drive sales. This can make it ineffective […]
Q4 Has Arrived. Here's How to Survive.
It’s a crazy time of year. Here’s how we deal with it.
How to Survive Q4 We work with a lot of agencies, so we’re intimately familiar with the grind of the last three months of the year (affectionately known as Q4). Retail brands jostle for that holiday dough, internal marketing teams race to justify budgets and others prepare for Q1 blitzes. We get it. We live […]
3 Steps to Train an Ad Ops Expert
Or, how to create the best Ad Ops team in the business.
The Right Foot Digital advertising is an ever-changing industry with a lot of moving parts. It can be a very intimidating environment for anyone, especially someone new to the field. The key to an effective media or Ad Ops team is good training that gets new hires up to speed as fast as possible. LumenAd’s […]
You Need A Data Strategy. Here’s How To Get Started.
Three steps to starting a data strategy and why you should start now.
What’s Going On A little while ago we wrote about Facebook’s upcoming removal of Partner Categories, their third-party data integration function. This is a big move for Facebook, but in the grand scheme, it’s another small step away from the democratization of AdTech. All the big players are either growing or walling off their gardens. […]
How To Increase Your Media Team's Capacity
Lessons we’ve learned in making sense of this crazy industry.
We’ve been all across the country the last few years talking to media teams. It’s been clear from the beginning that the main pain point we all face is capacity. Most every team we talk to is incredibly good at what they do, but the majority are overworked and understaffed. It’s hard to keep up […]
Facebook Is Removing Partner Categories
What Facebook's walled garden means for your campaigns using third-party data.
What’s Happening Facebook will soon shut down its third-party data integration program called Partner Categories. This means that outside data from companies like Oracle and Acxiom cannot be used to supplement audience targeting strategies for ads on Facebook. As a result, much of the targeting many agencies and advertisers use will soon go away. Unfortunately, […]
How to Foster Trust Using Digital Media
Connecting nurses with their community using call-tracking technology.
Objective Promote a Nurse On Call campaign to establish trust between nurses and community members. Campaign Strategy When an emergency happens, you need to know you’re going somewhere you trust. To establish this trust, a hospital developed a Nurse On Call program where community members could call in with medical questions. We stepped up to get […]
How to Reach Cord-Cutters
Using Connected TV to drive sales in well-established markets.
Objective Increase sales for a quick-service restaurant (QSR) in well-established markets using Connected TV strategies. Campaign Strategy Our agency partner came to us with the task of improving sales for their QSR client. While the QSR had a strong social, display, and linear TV presence, sales growth had been minimal over the past year. […]
How to Get Qualified Job Candidates
We got granular to attract experienced truckers in droves.
Objective Attract new job candidates for a regional trucking operation. Campaign Strategy Using a bit of Psych 101, we targeted a very specific audience interested in their next career move as a trucker. We closely monitored the campaign’s development to keep it laser-focused on qualified candidates. The end result was a ton of happy […]
5 Existential Questions GDPR Raises
A couple months in, GDPR is forcing the industry to prove its worth.
The dust from the initial GDPR scuffle has settled. And the digital advertising industry is finally getting a clear view of the landscape ahead. It looks OK. Not so bad, really. But emerging in the near distance are some huge looming questions this industry is going to have to address sooner rather than later. Here […]
How to Fire Up a Fanbase
Staying under budget for the blockbuster Manchester United Unmissable Tour 2017.
Objective Keep the cost per ticket sold under $20. Campaign Strategy An international brand like Manchester United has no trouble selling tickets to their events. Their priority is to do so in a cost-effective way. For the Manchester United Unmissable Tour 2017, we devised a high-touch campaign that included a curated whitelist, strict geofencing, […]
How to Drive Foot Traffic For a Legacy Footwear Brand
Lessons learned from tying digital media strategies to in-store conversions.
Objectives Cultivate awareness for a new product line. Drive consumers to retail locations. Campaign Strategy The majority of Americans know this footwear brand and the quality attached to its hard-earned name. To introduce a new product line to a historic legacy, the campaign needed to combine traditional brand values with a fresh, new look. […]
How to Convert Impressions to Cherished Memories
Tactics used to increase reservations at KOA locations across the country.
Objectives Achieve a cost per reservation of less than $10. Promote and increase the adoption of the KOA mobile app. Campaign Strategy KOA enjoys huge brand awareness, especially among this campaign’s target audiences. Our task was to convert that awareness to reservations. We worked closely with KOA to tailor each ad to the user’s […]