Tips on Reaching & Wooing the Valentine's Day Consumer

Valentine’s Day is around the corner, so we've put together some tips to help you find and woo those online customers you're looking to reach. According to a consumer survey published by the National Retail Federation, one-quarter of Valentine's Day shoppers plan to make some portion of their purchases online and anticipate spending an average of $199. Reach and re-engage consumers, who are in market for that one special gift with a digital campaign that targets them across screens. While these tips were written with Valentine's Day in mind, they apply to most special occasions. 

Plan Your Digital Campaign Early.
Don’t be the person who shows up looking to court the consumer's heart the day before. Chances are they are already taken! Give yourself at least two-to-three weeks to ramp up your efforts in finding that special consumer. Take the time to learn who they are this year, and we guarantee it will be worth the investment for next!

Target Former Customers.
If you've run a digital campaign for Valentine's Day before, why not reach out immediately to your most loyal customers again with additional incentives. Better they shop with you again than someone else, and you already know what they like.

Capture their Attention with Your Creative.
Make sure to leverage creative that is eye catching and don’t be afraid to go a little over the top. Everyone is looking for a date so make sure your creative stand's out.

The Context of Your Content Matters. 
Content may not always be the answer but when it comes to Valentine's Day, but it can make the difference. People tend to try and look their best for the holiday, so find them and surround them with relevant content. 

Retarget Customers Who May Still be In Market.
It's always important to understand that people are not always going to make their decision on the first go round. Make sure to keep your products top of mind for when they are ready and take that opportunity to retarget. 

Show Your Appreciation for their Patronage.
A great user flow for your consumers is the best way to keep them coming back in the years to come. Make sure that it's very clear that you appreciate their business, whether it's a post-transaction thank you on the site or by sending them something a little extra later on. 

Join Collective at the 2015 IAB Annual Leadership Meeting

Collective is a sponsor of the 2015 IAB Annual Leadership Meeting--Content and Kingmakers--taking place in Phoenix, AZ from February 8th – 10th.  

Join us as we host the nightcap event on February 8th. There will be an open bar for all those with IAB meeting credentials, so if you’re attending make sure you don’t miss out . 
 
Where: JW Marriott Desert Ridge
             5350 East Marriott Drive
             Main building, Lower Lobby @ twenty6

When: Sunday, February 8, 10PM – Midnight

We look forward to seeing you there!

Super Bowl XLIX Goes Multiscreen

Whether you’re a Patriots or Seahawks fan, it goes without saying that the commercials, which aired on TV and digitally, were the other star players during Super Bowl XLIX. Of the 184 million Americans who were estimated to watch the Super Bowl, one in five of 18-24 year olds felt that “the most important part of the game is the commercials,” according to a study by the National Retail Federation. Over 77% look at the commercials as entertainment.

NBC, which aired the game, scored a record haul, garnering an estimated $360 million plus in broadcast advertising revenue. The broadcaster also streamed the game, making it available to users on the tablets, smartphones, and laptops, with 18 advertisers snatching up the limited video inventory.

A number of marketers released “trailers” or full-length versions of their ads online in the week leading up to the game, including Budweiser. The brewing company produced another adorable puppy ad, "Lost Puppy," following last year’s success with their “Puppy Love” commercial, which has since garnered almost 57 million views on YouTube. Pierce Brosnan and Liam Neeson adopted their action hero personas for Kia and Supercell's Clash of Clans, respectively. 

The Super Bowl has traditionally provided a venue to reach a large audience. Some of the most iconic ads have debuted during the game, including Coca-Cola’s Mean Joe Greene (1979), Budweiser’s croaking frogs (1995), and the Monster.com’s “When I Grow Up” (1999) ad, generating buzz for those companies.

This year, there were plenty of tear jerkers, but some brands took a different route, going with humor instead, including ChevyFiat, Foot Locker, and Loctite's dancing ad.  Oh, and about that game, congratulations to the New England Patriots. 

A Retailer's Guide to Programmatic

The National Retail Foundation announced this month that it expects sales in November and December (excluding autos, gas and restaurant sales) to increase by 4.1 percent to $616.9 billion, higher than 2013’s actual 3.1 percent increase. 

In recent years, e-retailers have been acquiring more of the retail pie, a challenge for brick and mortar retailers. So, how can retail marketers drive in-store sales? Collective and AdWeek have created a useful guide for retail marketers who want to stay in front of today's multi-device using consumer. 

"Smarter Buying, Smarter Selling: Multiscreen Programmatic Campaigns for Retailers" helps retail marketers understand the advantages to a more strategic approach and gives them the knowledge they need to appeal to today's savvy consumers. Download the white paper here

Collective also addresses  "showrooming" in "Showrooming: A Death Knell or Hidden Opportunity?" by VP of Product Strategy, Adam Harris. 

Collective Takes on TV 2.0

Listen in as Collective's Chief Product Officer Eoin Townsend discusses how using digital will help drive linear television buying.  

 

Full video here.

What Automotive Marketers Stand to Gain From Multiscreen Campaigns

Collective and AdWeek have teamed up to present a white paper on how automotive marketers can use programmatic multiscreen campaigns to deliver audiences from the screen to the lot. 

With the US Auto industry's digital spend projected to grow to nearly $11 billion through 2018, marketers need to find and target those consumers who are kicking the digital tires. Reaching these in- or near-market car consumers requires a programmatic approach using a combination of multi-source data and past purchase history to target them wherever they may be and build a connected brand experience. 

 "Using Multiscreen Programmatic Campaigns to Drive Automotive Marketing" helps marketers in the automotive vertical understand the advantages of this strategic approach. The white paper can be downloaded here

Collective Moves to Times Square

It's official! Collective has moved its New York headquarters to the Times Square area. The new office, located at 229 West 43rd Street, is home to a number of digital and media companies.

The new office represents Collective's next growth phase as the company moves into their tenth operating year. Since first setting roots in Silicon Alley, Collective has developed from a digital advertising network to a multiscreen advertising technology company with almost 400 employees and offices across three continents. 

Collective Partners With Integral Ad Science to Fight Ad Fraud

Collective has partnered with Integral Ad Science, the leading global provider of actionable advertising intelligence for buyers and sellers of digital media, to fight ad fraud and further ensure media quality for our clients. With this alliance, Collective will add IAS's media quality solutions into our already existing solutions, and allow us to place our client's campaigns in areas on the web that will allow for the greatest impact. 

Collective and Integral Ad Science also recently teamed up on a roadshow  focused on informing agencies on ad viewability and fraud and how they can address and confront these industry issues. As an extension of our roadshow events, Collective produced the Viewability White Paper, which provides key insights on how to combat fraud and ensure quality inventory. 

Get more details on Collective and IAS's partnership here.