Coca-Cola's second-quarter 42% revenue growth was accompanied by a doubling of its marketing spend compared with the same period in 2020, which returned the spend to pre-pandemic levels, said John Murphy, chief financial officer. Coca-Cola is taking a more targeted, innovative approach to marketing to drive spending efficiency and effectiveness, added Murphy.
QVC and HSN have expanded their video commerce model as consumers have changed over the years, launching on Roku, expanding to devices such as Amazon Fire TV and Comcast Flex, and continuing to innovate in livestream shopping, said Brian Beitler, chief marketing officer of QVC US and HSN. "We've been working over the last several years to innovate our storytelling in these spaces and to access more of the places that we tell these stories," Beitler said.
Gap is making changes to its new loyalty program launched last fall, including simplifying rewards, adding tiers and promoting the program more in stores. Gap's loyalty program boasts more than 37 million members, with more than 19 million signing up since it launched the new version of the program, and it spans across all of its namesake, Banana Republic, Old Navy and Athleta banners.
Users Rank TikTok as #1 Platform for Creative Ads Both Millennial and Gen Z TikTok users rank the platform as having the most creative ads among the other major social media players. Not only that, but both cohorts believe TikTok is less saturated with ads than its competitive set. Download our study to learn more about both Gen Z and Millennials on TikTok, their attitudes and receptiveness to ads, and which brands are standing out on the platform.
Cam Wolf explores how Calvin Klein remains an iconic billboard advertiser in a world dominated by digital advertising with a landmark location on Houston Street in New York City that acts as a powerful weapon for launching brand products and philosophies. AdQuick's Chris Gadek calls the billboard location "the perfect formula for advertising" surrounded by stores, an affluent community and opportunity to go viral.
Uber is making its Olympic advertising debut with its first brand portfolio campaign, created by Anomaly Los Angeles, which stars Tony Hawk and features a new tagline, "Go get it." An anthem 60-second spot shows people re-embracing life with the help of Uber Rent, Uber X, Uber Green, Lime scooters and Uber Eats.
As of 2020, there were 12.3 million women-owned businesses in the US, and the number of women-owned startups climbed by 21% over five years. We looked at how these businesses are advertising across social and digital channels. Read more.
With three effective vaccines available, many insurance providers launched initiatives aimed at increasing access and awareness. We looked at data from three of the largest insurance companies in the US: UnitedHealthcare, Anthem Blue Cross, and Humana to see their strategies.
The coronavirus pandemic has accelerated General Mills' mission to pair its philanthropic work with its sustainability goals, according to Mary Jane Melendez, chief sustainability and social impact officer. "It harkens back to the importance of ensuring that as we transition to a just and equitable food system that we do it in a regenerative way and be really thoughtful about intentionally taking down systems that have kept others out of the equitable food access realm," said Melendez.
Groundbreaking CTV Measurement Study In an unprecedented study across 20 leading U.S. advertisers, the ANA and Innovid dove into CTV measurement to unlock new KPIs, benchmarks, and best practices for marketers. Download the report for the truth behind reach, frequency, and ROI.
NBCUniversal is adopting advertising identity solution Ad-ID, which was created jointly by the Association of National Advertisers and the American Association of Advertising Agencies. NBCU began using Ad-ID during its Olympics coverage and ANA CEO Bob Liodice said there are big opportunities "to use Ad-ID for every video and audio advertising asset."
Brands that have invested in advertising around the Olympics are monitoring the COVID-19 concerns growing around the Games and adjusting their messaging to match current sentiments, with upwards of $1 billion on the line and sponsors such as Panasonic and Toyota abandoning some or all of their plans. NBCUniversal itself is counting on the event to boost Peacock subscriptions.
Global brands are meeting emerging consumers with out of home media and "upleveling their creativity" to capture attention with innovative campaigns, writes Mariah Cooper. Prime brand and agency examples of this "trend of post-lockdown creativity" include livestreams of Blue Origin's space launch this week, Adidas' swimmable billboard in Dubai, a gigantic 3D cat overlooking Tokyo and d'strict's giant LED wave display in Seoul, South Korea.
As the advertising industry churns toward the end of third-party cookies and Apple follows suit with greater restrictions on their IDFA, it's time for marketers to implement new digital strategies. Here's how to make the most of a cookie-less future.
The art and science of branding has never been more of a focus than it is today, and at the 2021 ANA Brand Masters: Inspirational Branding Conference, presented by Twitter, you'll hear from marketers that have combined the art with the science to spark conversations, eliminate barriers, drive change, and, of course, grow the brand.
Register today and join us Aug. 2 to 4 in-person or virtually! We promise you'll leave with a healthy dose of inspiration and the strategic fuel needed to drive growth and create meaningful, sustainable value with your customers.