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June 29, 2016

Each year the Ad Council continues its mission to inspire change and improve lives through multimedia public service advertising campaigns on behalf of important social issues. Waze was honored and humbled to be asked to participate in support of The Shelter Pet Project, a collaborative effort between the Ad Council and two leading animal welfare groups, Humane Society of the United States and Maddie’s Fund. The campaign works to break down misconceptions around pet adoption so shelters and rescue groups become the first choice and preferred way for everyone to acquire a pet.
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June 27, 2016

If you've been anywhere near the digital marketing scene in the past few years, you've heard about native advertising. Native ads look and feel like the content on their source's platform, so they're less disruptive than traditional ads. Given the native ad fervor these days, becoming your agency's go-to expert is a smart move to make. Here are four ways you can become a sought-after native advertising resource.
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June 22, 2016

As marketers, we strive to reach the right person at the right time with the right message. As technology improves, so does the ability to (more precisely) achieve this goal. Place has become a critical factor, now that GPS data is widely available. Place, time, and intent all help determine how contextual a message can be—but how do we better understand context for each user? And how do advertisers apply this idea of context to inform their marketing strategy? By using location data, we can look at overall patterns of user behavior and predict when a user is more likely to want a certain product or brand, or to seek a specific destination.
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June 20, 2016

According to Business Insider, spending on native ads is slated to hit $21 billion by 2018—up from just $4.7 billion in 2013—so now is a great time to revisit your native advertising strategy. Companies that invest in native ads are seeing their investment pay off: Marketing Land notes that a Mobile Market Association study shows consumers spend 40 percent more time interacting with native ads than traditional ones.

As consumers become wary of advertising in general, native ads' organic look and feel is an asset, whether they're on a media site or in a social news feed—but if you're not seeing amazing results yet, how can you track your native ad performance and know whether to stay the course or pivot your strategy?
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June 16, 2016

Television and digital advertising are both an important part of your marketing campaign, but they have different engagement metrics that measure their success. TV has the benefit of Nielsen ratings to measure the size of your audience, while digital can be trickier to measure but can also allow you to learn more details about your target audience. However, the metrics of both television and digital are evolving and affecting each other more and more in this second-screen world. As the 2016 Upfronts season is well underway, it's vital to understand the connection between TV and digital and how they can perform together so that you make the most of your Upfronts budget.
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June 15, 2016

The concept of “Second Screening” - using a second screen while watching television - gained traction a few years ago. It affected the way advertisers distribute their branding budgets, and we are seeing an increasing shift from TV budgets to digital video.
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June 13, 2016

With more than 10 billion daily video views, according to Bloomberg—compared to the 8 billion daily views Facebook reported in late 2015—Snapchat has officially entered the ranks of the world's most formidable social networks. Image- and video-based content has proven its popularity across different demographics, and the company's expanding marketing opportunities are building a solid base for revenue growth.
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June 03, 2016

As the Direct Marketing Association puts it, we live in the "era of the personal brand." Your individual brand could mean the difference between landing a role on your agency's next big account or getting passed over for a promotion. The increased focus on personal branding is a double-edged sword: It's more work for you, but it puts the power to shape your career into your hands. Here's a closer look at three targeted ways you can use a personal brand strategy to achieve your career goals—and get ahead of your competition.
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June 01, 2016

We hear every day from our clients—and for our clients, from their higher-ups—"What's the benchmark? Is this good or bad compared to the benchmark? What benchmark should we expect?" Benchmarks are just that: a point of reference for comparison, or a way to compare performance against a standard. There isn't any real value in comparing your performance on a specific campaign to almost every other campaign that has ever run on these new-age platforms. But then, how should we be benchmarking our campaigns' performance?

The best road to consider in this case is to benchmark against yourself. Allow us to explain.

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