Target has embraced technology by developing an internal programmatic unit and its own platform for supplier brands, "Target Guest Access." The company's forward-looking approach extends to testing addressable TV to give viewers personalized ads on networks such as AT&T's DirectTV.
Starbucks has designated over 7,800 of its US locations as Pokestops or Gyms where people can play the mobile virtual reality game "Pokemon Go." Starbucks also launched a limited-edition Pokemon Go Frappuccino as part of the partnership, which features a vanilla bean Frappuccino base, mixed with blackberries and raspberry syrup, followed by a whipped cream topping.
Diageo is making changes to its global marketing team a month after announcing the addition of Nestle's Gawain Owen as the company's first programmatic media head. The company has named David Gates managing director of the Futures division, while Mark Sandys and Cristina Diezhandino will take on expanded roles within Diageo's marketing structure.
Anheuser-Busch InBev's Shock Top brand has named Deutsch New York as its agency of record. Shock Top's measured media spend for the first half of 2016 was $21.6 million, based on a Kantar Media analysis.
Tito's Vodka owes a big portion of its success to a thoughtful, customizable direct email marketing program. The brand's initial email campaign logged a 60% open rate, creating an opportunity for the company to communicate directly with the 50,000 new subscribers it generated.
General Mills' management team changes topped the list of SmartBrief's most-read food and beverage stories this week, followed by Nestle's announcement of a new sugar formulation. Hormel's growth strategy, McDonald's expansion plans and H-E-B's Central Market additions rounded out the top five.
Brad O'Brien explains how native ads work and how to target them to specific audiences. "When users have positive, valuable interactions with your brand, they will inherently say 'yes' with greater frequency when presented with your marketing messages," he adds.
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