Month: December 2022

Edelman earned a win for Best PR Campaign for the launch of ‘Cerving Confidence,’ a collaboration between the national nonprofit Black Women’s Health Imperative (BWHI) and Hologic, Inc., a medical technology company primarily focused on women’s health. The campaign encourages Black women to commit to their well-woman exams as part of self-care and to protect themselves against cervical cancer. Grammy Award winner Ciara was chosen to launch the campaign with a PSA video, which has received more than 24 million views on Instagram. A social media organic lift survey conducted with Black women also found a 12-point lift in those who were “very likely” to ask a friend or family member to schedule their well-woman exam or Pap test.

For Most Innovative Brand, a grand-prix category, Tropicana claimed the award for its success in pushing creative boundaries and continually modernizing the brand. It was one of 14 brands to land a spot on TikTok’s 2021 Culture Driver’s List, demonstrating the power of cultural relevance to catalyze business performance by driving a significant lift in ad recall and awareness. In the spirit of innovation, Tropicana released its own limited-edition toothpaste that doesn’t ruin the taste of orange juice. The product’s strong social performance and positive consumer sentiment highlighted an encouraging consumer response to the company’s millennial-focused marketing strategy.

Explore all the 2022 Digiday Awards winners below — including a quick rundown of the programs and insights into why they won and what marketing teams can learn from them. 

Download the complete guide here.

Full DA winners list below:

Best Audio Campaign

• Bloomberg Media Studios x PGIM – The OUTThinking Investor Podcast

Best Branding Campaign B2B

• Aon – The Aon Story

Best Branding Campaign B2C

• Lil Jif – Publicis New York/Zenith/PSOne

Best Collaboration

• VICE TV, adidas, MediaCom & Religion of Sports-Running While Black

Best Creative

• Vaseline – “See My Skin”

Best Experiential Campaign

• Edelman & eBay – Wear Em Out Store
• Paramount+: Brand. Giant Spoon was the agency behind the stunt, while Sky Elements provided the drones and Drone Dudes handled content capture.

Best Gaming/Esports Campaign

• American Eagle, Anzu, and Livetopia – Making The ‘AE Members Always Club’ in Roblox

Best Metaverse Marketing Campaign

• Enthusiast Gaming, Mediacom and Adidas – Ozworld Fortnite Map

Best Multi-Platform Campaign

• Carmichael Lynch & H&R Block – A Fair Shot

Best Organic Marketing Campaign 

• theSkimm’s #ShowUsYourLeave Movement

Best PR Campaign

• Black Women’s Health Imperative and Hologic’s Project Health Equality – Launch of Cerving Confidence to Protect Black Women’s Cervical Health

Best Product Launch Campaign

• ŌURA Health – Gucci x Oura Ring

Best Search Campaign

• Wpromote & Intuit QuickBooks: Harnessing the Power of Holistic Search

Best Strategy Pivot

• Deloitte Digital and NYU Langone Health

Best Use of Influencer Marketing

• Havas Atlanta, Coca-Cola (The Coca-Cola Company), Formerly Known As, Social Center

Best Use of NFT

• Chive Media Group

Best Use of Social

• Vaseline – “See My Skin”

Best Use of Video

• Reach Agency & Hulu – Only Rudys In the Building

Leader of the Year

• Black & White Zebra – Ben Aston

Most Innovative Brand

• Tropicana Brands Group – Tropicana

Most Innovative Independent Agency

• Mother

Most Innovative Media Agency

• Spectrum Reach

Most Innovative Publisher

• Doing Things Media

Most Innovative Technology Platform

• Teads | The Global Media Platform

For advertisers, measurement must work across mobile, desktop, social, digital and CTV. However, obtaining robust metrics across all these platforms can be difficult. 

Comscore has solidified itself as a go-to company for solid measurement for more than 20 years, with strong products for media, video, social, and CTV measurement. The company’s general manager of digital recently spoke with Mike Shields, co-founder of Marketecture; they discussed the media buying side of Comscore’s business, how far it’s come since its inception in 1999 and how it can help marketers and advertisers today. 

How Comscore built up strong data and vast measurement offerings

Over the years, Comscore has built up its original desktop-based site rankings to add in mobile measurement and cover reach, unique visitors, time on site, demographics, etc. 

Through video metric offerings, the company can also show if someone was watching a video when they visited a site and, if so, for how long — across desktop and mobile. The company has also branched out into the CTV measurement space and, with its acquisition of Shareablee, gained a better foothold in the social media space, too — expanding its social data to include the specific pages visited within social apps. 

In addition to expanding product offerings, Comscore has continued improving its collection of data. For example, when the company started in 1999, it relied on robust panels, but to accommodate growth and the changing nature of the digital space, it shifted to a hybrid model in the later 2000s. 

“The panel is the brain — you get all the demographics of everyone visiting the site,” Dale said in the interview. “You’re tracking someone who has opted into the panel and provided you with specific demographics, but what you miss in a panel is the granularity of tonnage. When you want to look at a smaller site and see how many pages and sessions they have, it’s much more accurate to calibrate that off of tag-based data that they are sharing back with us.” 

While the panels vary by country, in the U.S., Comscore has more than 150,000 panelists on desktop and 20,000 on the mobile side, with over 5,000 websites tagging and about 1,000 engaging in more intricate tags necessary for streaming services that require more data. 

And so, Comscore’s hybrid model of panels and tags allows it to capture more robust and granular data than either one on its own. 

Comscore: Providing a complete picture for campaign planning and execution 

While CTV has, for some, become a channel rife with measurement challenges, Comscore has found some things that help cut through the noise. 

For example, when publishers are getting ready to distribute their CTV content, they put in the tags they’d like to measure, which goes back to Comscore, and that information is within the app that then sits on the CTV device. When asked how ACR data comes into play here — the standard, go-to data for CTV marketers — Dale said Comscore has worked with it in the past but that the company can get better data elsewhere. 

“On the TV side, we’re taking big strides in what’s happening especially in local markets, where if you think it’s a challenge at a national level, try to deal with very small samples in a local market, and it falls apart very quickly,” Dale said. “And that’s always been one of the challenges, and that’s where you’ve seen some of the competition in TV through the years come in and say, look, local TV is a huge challenge because the current providers can’t really measure it. And what we can do in local markets has developed into one of our core assets.” 

Using this type of data can help marketers fill in the gaps they may have with existing data. 

“What’s nice is when people cut the cord, we’re measuring what’s happening through the apps themselves, and we’re able to have that complete picture,” said Dale. “Whereas if you were just relying on the TV side and measuring linear, you would lose that.” 

And by using Comscore’s data, advertisers can understand the audience they’re reaching by looking at the specific demographics within the accessible panel data. They can also look at affinities within the social data, for example, which can then be used to help plan where advertisers should be spending their money and what they’d like to do. Then, when they’re ready to run the campaigns they’ve purchased, they can measure the success through Comscore’s advertising performance capabilities, too. 

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Register for free to watch more of the discussion between Mike Shields and Greg Dale and learn how advanced advertising measurement is providing advertisers access to the deep data they need across all platforms. 

Attention is perhaps the most critical ingredient in a successful ad campaign. It’s a key driver of brand memorability, favorability and purchase intent, all of which work together to improve campaign outcomes. At the same time, sophisticated media metrics still have room for improvement in understanding consumer behavior. In response, an increasing number of brands are turning to more nuanced audience measurement strategies.

Capturing and measuring consumer attention can be daunting for marketers. However, brands are driving better outcomes as they turn to strategies centered on media quality and contextual relevance.

Gauging consumer attention with viewability and media quality metrics

Marketers are finding viewability metrics to be some of the most critical elements for measuring consumer attention levels. After all, if an ad isn’t meeting basic viewability standards, it will most likely not achieve high ROI.

IAS recently conducted a study with a major CPG brand to determine the impact of in-view ads on attention and outcomes. After implementing nuanced ad viewability measurement via in-view ad placements, the brand tripled its return on ad spend.

Media quality metrics are essential to the end-to-end ad journey and can be used in tandem with other measurement frameworks to help drive better outcomes. Another study used these metrics to show how an increase in viewability and brand safety also increased time-in-view (with an average 57% increase in conversions).

Optimizing media quality can help increase time-in-view, but there’s a balance that marketers are looking to find in these processes. In the IAS study, ads that remained in view between three and 10 seconds over-indexed at driving incremental sales compared to shorter and longer time-in-view ranges. This suggests marketers can use an ideal time-in-view range as a benchmark for attention — while simultaneously driving incremental sales.

Holding audience attention with contextual relevance

Third-party tracking cookies will soon be entirely deprecated, leaving a gap in how brands reach their ideal consumers. Because of this, marketers are looking for solutions that draw interest from their targeted audience — making contextual relevance more important than ever.

Ad context, which is determined by the relevance of an ad to its surrounding content environment, is crucial for optimizing the time and attention a consumer gives an advertisement. Contextuality can help drive brand memorability, brand favorability and purchase intent.

In a recent ad experiment, IAS tracked user eyesight onscreen to gauge how much time consumers spent with a display ad for HP laptops in conflicting content environments. One environment was contextually aligned with the ad, and the other was not. 

After analyzing these variables, the study concluded that consumers were four times more likely to remember the HP brand in the contextually relevant scenario versus the misaligned content environment. Brand favorability toward HP also soared with a 5% increase for consumers who saw the in-context ad. 

What’s more, consumers reported being 14% more likely to purchase from HP after seeing the in-context ad as opposed to viewing the out-of-context ad. These connecting experiences played out over time are crucial to keeping these audiences engaged.

As privacy regulations are enacted, and third-party cookies fade away, more and more brands are leveraging innovative tracking technologies to ensure their campaigns align with user preferences. With contextual relevance, marketers have a significantly greater opportunity to reach an audience interested in what’s being advertised. 

Using media quality metrics to improve campaign performance and capture audience attention

As consumers demand higher-quality advertising, more marketers are optimizing media quality for time-in-view and enacting contextual targeting strategies. These processes capture consumer attention more efficiently and effectively for better engagement.

When seeking to maximize sales lift, the most successful marketers are implementing advertising solutions that improve media quality by drawing deep insights from viewability metrics. Knowing what content elements capture consumer attention makes it much easier to keep them engaged and secure their buy-in for years to come.

It’s human nature for consumers to focus the vast majority of their attention on stimuli that most interests them. Successful marketers are tapping into these instincts to fuel more powerful campaign outcomes.

Sponsored by: IAS