Tag Archives: Brands

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Driving Holiday Sales Through Native Advertising

The holiday season is in full swing, which means brands are going head to head to compete for the attention of consumers through numerous advertising channels. With over 50% of shoppers planning to do their holiday buying online this year, there is no doubt that the digital channel is a major priority. Especially since brands can build digital holiday campaigns to drive online sales and in-store traffic.

One of the major digital trends being used to serve holiday campaigns this year is native advertising as brands can reach audiences in an unobtrusive way. These days, consumers are eager to learn about products through content and with native advertising, advertisers can reach audiences with creatives that seamlessly blend in with content being browsed on sites.

With brands under pressure to drive sales during the holiday season, WhatRunsWhere decided to investigate the online strategies of four major department stores, Macy’s, Nordstrom, Neiman Marcus and JCPenney. Eager to find out whose holiday campaigns are capitalizing on native advertising and whose missing out on a lucrative opportunity to drive sales? Get the answers below!

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[Infographic] Battle of the Brands: Nike vs. Under Armour

So last month, the NBA finals went out with a bang as the Golden State Warriors won its first NBA title in 40 years. Cue the fanfare for #dubnation (meanwhile tears stream for Cavs fans). Cue also the insane celebrity brand endorsements. I’m talking about Under Armour’s plans to build a $1 billion athletic apparel empire centred on Stephen Curry (Have you visited their website recently? The man is all over it). 

Talk about brand power.

Curry is touted to become the NBA’s next big marketing megastar with a serious social following. With the support of Curry’s own brand power, coupled with a multi-device, cross-channel digital strategy, including social, will no doubt score some big bucks for Under Armour.

Under Armour, which beat out Adidas’ position as the second largest sporting brand in the U.S. last year, is smart to capitalize on Curry and the Warriors’ recent win. As Under Armour rises, there has been much discussion on the brand rivalry of Nike and Under Armour. While Nike is dominant in the athletic wear and sporting goods industry, Under Armour is definitely challenging the giant for a bigger slice of the market share.

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Image courtesy of Instagram.

The Nike vs. Under Armour rivalry is no doubt interesting, but is made even more compelling when we discuss the mirrored rivalry between LeBron James and Stephen Curry – on the court, and now off it too as brand ambassadors of these respective brands.

The comparison between James and Curry throughout the finals has been constant, with commentators dishing about their game on the court. But what about their marketing game?

Neilsen recently polled over 1,000 Americans to get a better understanding of fan allegiance. Overall, 65% and 53% of those surveyed considered James and Curry, respectively, to be successful athletes. But further inquiry resulted in some interested projected consumer behavior.

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Image courtesy of Kia.

The poll determined that LeBron James’ fans are “likely to be in the market for a new wireless service, as they’re 30% more likely than the average American to report planning to switch mobile carriers in the next 12 months. They’re also prospective car owners, 5% more likely to plan to buy a luxury vehicle in the next 12 months and 25% more likely to be on the hunt for a full-size car.”

Note that LeBron James is currently endorsing the 2015 Kia K900 Luxury Sedan, and has deals with Samsung and Nike.

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Image courtesy of @glamourchicpeek.

When it comes to the Fan Purchase Profile of Stephen Curry, Neilsen uncovered that they were 16% more likely than the general population to purchase deodorant, athletic gear, and men’s business clothing. Remember, he’s the face of Degree Deodorant for men, Under Armour, and Express.

With the advent of social media, brands big and small have even more ways of directly reaching audiences through the personal Instagram, Snapchat, Vine, and Twitter accounts of stars. The message is always clear: “this is the best brand, this product really works. I use it, now you have to try it – trust me.” Fans buy into it.

Celebrities already have an existing relationship with their fan base. They’re trusted, loved, revered. Celebrity endorsements help brands leverage this lucrative, highly targeted audience.

Digital media including social media offers huge opportunities for advertisers to get their message in front of diehard fans. So we decided to investigate the digital media game that puts the brand power of LeBron James and Stephen Curry head to head for Nike vs. Under Armour.

What were the digital ad strategies of Nike vs. Under Armour with these megastars at their helm? What kinds of ads did they use and where did they serve them? Scroll through the infographic below or download our report to find out.

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[Infographic] The State of E-Commerce in 2015

Online shopping continues to be one of the biggest driving forces of growth in the commercial world. What does this mean for advertisers?

You do it, I do it, we all do it – shop online, that is. Its quick, easy and you don’t have to worry about the hassle of lineups. Just click and go.

Online shopping’s accessibility may be the very reason why in 2015 worldwide e-commerce B2C sales is expected to reach $1.7 trillion dollars, and at the top of consumers’ shopping lists is clothing.

For marketers, we’re talking about changes in both ad spending budgets and strategies. To keep up with the dynamic digital ad landscape, we’ve re-examined the display ad strategies of the women’s fashion e-commerce industry. In the summer of 2014 we dove into the strategies of top advertisers: ModCloth, NastyGal, ASOS, and Lulu’s. This time we’re looking at how they’ve altered their strategies in an increasingly saturated market, just in time for spring 2015. Check out our infographic below!

The State of e-Commerce - 2015

The State of e-Commerce – 2015

Download our Free Industry Report to get a leg up on the adaptive display strategies from these top advertisers!

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3 Holiday Examples For Engaging The Cross-Screen Shopper

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‘Tis the season! With the holidays just around the corner, consumers are heading out in masses to get all of their gift-shopping done. This is the biggest shopping season of the year, and is therefore crucial for advertisers to capitalize on.

Consumers now rely on all kinds of technology to get their shopping done – be it through desktop, mobile, or both. From purchasing small retail items on-the-go to conducting research for purchases to make later, both mobile and desktop technologies play key parts in the holiday shopping experience.  Due to this, advertisers need to ensure they connect with these consumers through holiday-themed mobile ads on both platforms.

Here we’ll take three industries that are huge this season – fashion, electronics, seasonal foods – and dive into some advertising holiday examples that are grabbing the attention of the busy cross-screen shopper…

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Build Ads that Convert: Learning from Progressive Insurance

Insurance is a popular commodity. It helps people to offset the cost of risk. Whether it is health, auto, home, or any other form of insurance, it is purchased as a safety net. It is there to protect you, should you need it.

It has been predicted that the insurance industry will be worth over $5.1 trillion in 2015.And what do we know always happens in booming industries? That is right: tons and tons of competition.

There are many, many (many) different options when it comes to choosing a provider for insurance. If you do a quick search, you will see…insurance text adsThere is plenty of competition for insurance advertisers online, but leading the way seems to be the folks over at Progressive.

Progressive has always been known for their powerful marketing strategies. (Who could forget the wonderful Flo? She even has her own Wikipedia page …) It is no surprise that their display, text and mobile strategy is nothing short of stellar.progressive

On our platform, Progressive received a whopping Prevalence Score of 13,827. With such great performance online, it is time to take a page or two from their books… Continue reading

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3 Campaigns That Brilliantly Took Advantage Of Comparative Advertising

Comparative Advertising

 

Understanding who your competition is important, but knowing what they are doing to gain your potential customers is vital for every business.  Keeping a pulse on your competition’s marketing helps to give your brand all kinds of advantages. Information that helps them to improve how they reach more customers will most likely help you as well.  You can also use your competition’s shortcomings to your advantage in comparative advertising.

Here are 3 brands that took advantage of their competition using comparative advertising… Continue reading

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Dear Advertisers: It’s OK To Be Brilliantly Flawed!

My husband and I recently took up an issue with a large brand on Twitter and was surprised with the results.   It really made me think about the powerful impact of turning negative goodwill experiences into valuable human connections for businesses.

Here’s what went down…

We purchased a Hoover vacuum a little less than two years ago.  The motor recently died and I was having a hard time getting any sympathy from customer service.   Three calls to their service team resulted in everyone getting defensive — with me receiving a lecture on how to properly clean my vacuum and what was (and wasn’t) covered by their two year warranty.  At this point my husband vowed to boycott Hoover for life.

Meanwhile, I suggested that he try sending them a tweet.  As a Marketing Community Manager myself, I’ve been extremely responsive and proactive when it comes to dealing with customer complains, so I wondered if other brands were also leveraging social media to resolve issues.

As the dust bunnies gathered in our living room, hubbie blasted out his frustration directly @OfficialHoover and received this response within minutes!

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Starting a company is akin to fighting a war!

FightWar

Our COO and Co-Founder, Max Teitelbaum recently sat down with Startups FM to talk about how starting a company is akin to fighting a war, with victories in a lot of little battles leading to the overall goal (ie. sale, merger or IPO).

One thing that is often overlooked – but extremely important – in today’s cluttered and noisy landscape is a company’s digital advertising strategy.  Read the full article to find out how startups can build brand loyalty and accelerate their growth even with a limited budget…

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