Posts by ThriveAdmin
Are You An Index Or Alpha Marketer?
Marketing on the quantitative side can be treated essentially as investment management. Thus there are parallels marketers can learn and apply from the investment world. In the investing world, there are two competing approaches – Index investor. Believes you can not beat the market, so buy a piece of every stock in an index (e.g.,…
Read MoreThe Most Insidious Trap in New Media Targeting
Is it – Fuzzy strategy? Unclear target segment? Bottom fishing for cheap inventory? While they are all valid issues, the sin that is most insidious and common is aiming for relevance but buying reach instead. Various media research and targeting tools available in the market today make it easy to get reach with some relevance…
Read More#1 Challenge Facing Brand Marketers Today
Is it – Big data overload? Confidence in making decisions? Job security? While the above challenges are all real, the key challenge facing each of us as brand marketers is how do I find receptive audience to engage at scale with my brand? Colligent answers this question using something we’ve been collecting in our backyard –…
Read MoreThe Holy Grail of Brand Marketing: Engage Audience at Scale. Part 1
As digital and social media get brand marketing to the next level, the question increasingly on brand marketer’s mind is “How can I engage with my audience at scale?“. Large reach has always been easier to achieve with traditional method of demographics based segmentation. Traditional media measurement systems such as Nielsen and comScore made it…
Read MoreRidiculousness: Effective contextual ad buys in Google
The Situation: MTV was looking for ways to expand awareness and interest for their new show Ridiculousness hosted by Rob Dyrdek. They went ahead and bought contextual advertising in Google AdSense using a list of keywords researched by them and suggested by Google AdPlanner tool. This brought them certain reach but the client wanted more.…
Read MoreBeavis and Butt-head: Expanding reach and engagement in Google ad buys
The Situation: MTV was looking for ways to expand awareness and interest on their relaunch of Beavis. They went ahead and bought contextual advertising in Google AdSense using a list of keywords researched by them and suggested by Google AdPlanner tool. This brought them certain reach but the client wanted more. The Solution: Colligent’s targeting…
Read MoreMTV’s Punk’d: Keyword Targeting in Facebook
The Situation: In preparation for MTV’s relaunch of Punk’d MTV wanted to reach a targeted audience in Facebook to build awareness and buzz. They chose Facebook ad buy for advertising. The targeting was complex and had to be relevant to both the show’s audience as well as the celebrities appearing on…
Read MoreJonas Brothers: Television Ad Targeting
For Jonas Brothers, our analysis identified Hispanics as a significant demographic group. The client used this insight to buy TV advertising targeting hispanic media, ahead of an album release. The album went on to have higher sales than the previous album. The Situation: Disney was looking for ways to expand marketing reach for Jonas…
Read MoreVictoria’s Secret PINK and Jesse McCartney: Identifying Tour Sponsors
For Hollywood Records, part of Disney, our analysis showed that the top brand liked by Jesse McCartney’s fans was Victoria’s Secret PINK. The client used this insight to secure a partnership with PINK. The Situation: Hollywood Records, part of Disney, was looking for a sponsor for the upcoming tour of one of their…
Read MoreStarbucks & Maroon 5: Finding Sponsors
For the record label A&M Octone, our analysis showed the high liking Maroon 5 fans had for Starbucks coffee. The client used this affinity to secure a sponsorship. The Situation: A&M/Octone Records a forward thinking independent label distributed by Universal, was looking for a sponsor for their well known artist, Maroon 5. …
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