BROUGHT TO LIFE BY TEAM 428
Ignite Your
ADTECH E X PE RIE NCE Raising awareness for Adobe Experience Cloud for Advertising proved to be a complicated task, and it required two things: an undeniable understanding of adtech and a powerful grasp of the target’s mentality. It starts like this: you are trapped in a haze, and you are running through the motions with an adtech stack that is getting the job done. It’s mediocre, but not enough to ruin your day. What if there was a better way? The world of adtech is ever-evolving and with so many options out there, how can anyone possibly pick the right solution? Well, a new dawn is on the horizon. Kick that pebble out of your shoe, pass that middle-lane driver and ditch Internet Explorer for Chrome, because with Adobe Experience Cloud for Advertising you won’t be tolerating your stacks anymore. Decision makers are deeply skeptical about switching, and they have every reason to be. It’s time-consuming, it’s complicated and nothing is seriously wrong with their current stack. But with Adobe they won’t have to justify the switch because it delivers a seamless, independent, end-to-end solution that contains everything needed to create experiences. 29 And that’s the whole point. The strategy allows Adobe to capitalize on its recognition. As an industry leader, Adobe is already at the forefront of integration. 75 This campaign will drive Adobe Experience Cloud for Advertising from a faint dream to a powerhouse solution.
CONTENTS 01
Executive Summary
02
Opportunity and Goals
03
Market Research
04
Product Insights
05
Consumer Findings
06
Target Audience
07
The Strategy
08
Manifesto
09
Creative Tactics
14
Creative Experiences
17
Campaign Schedule
18
Media Plan and Budget
19
Media Impressions
20
Evaluation
A New Dawn has come. Adobe simply has to show the way. 01
OPPORTUNITY AND GOALS
TEAM 428 MASTERED THE ART OF MEDIA THE OPPORTUNITY
THE GOALS
Create an awareness campaign that will increase the merit of Adobe Experience Cloud for Advertising in the hyper-fragmented adtech market.
Generate at least a 2% increase in unaided product awareness among the target 29
THE CATEGORY CHALLENGES
Drive 50,000 visits to the Adobe Advertising Cloud website 29 Capture 10,000 new decision-maker and practitioner contacts from enterprise accounts with ad spend over $1 million per year29
decline in Real-Time Bidding (RTB) among non-walled gardens over the past three years 142
$3 Billion 200+ adtech solutions to compete against
Be in the top three share of voice for earned media 29
175
THE BRAND CHALLENGES
5% of Adobe ’s target has unaided awareness about the product of qualified adtech professionals stated that “Creative Cloud” 73% first came to mind when prompted with the name“Adobe” 29
“Despite being a leader in Forrester and Gartner’s reports, Adobe is still not well known for adtech.” - Campaign Brief
THE PROCESS
15 relentless college students
2,100 hours of adtech research
153 hours of social listening
160 secondary sources
94 shots of espresso
61 qualified survey participants
18 one-on-one interviews 02
MARKET RESEARCH
IT’S JUST A BADTECH DREAM COMPETITION INDIRECT COMPETITORS
DIRECT COMPETITORS
FRAGMENTED COMPETITORS
Walled gardens such as Google, Amazon and Facebook dominate the current advertising landscape. 75 These advertising powerhouses bring in more than $33.6 billion each year and the number is growing. 142
There is little differentiation among services. Direct competitors, like Amobee and MediaMath, offer integrated tech stacks allowing companies to purchase just one software for their needs. 29 However, they are not truly omnichannel, lacking at least one key advertising channel. 95
Companies with a fragmented tech stack provide speciality services. 29 However, these competitors often fall short. They don’t offer end-to-end solutions, forcing companies to purchase multiple products to solve their needs. 78 Effective campaigns require many solutions across numerous different vendors.
TRENDS
Currently, many brands are moving in-house to fulfill their programmatic needs. Adobe’s platform has been praised as a valuable facilitator of this movement. 75 In addition, Adobe is conscious of the heightened societal awareness surrounding the importance of online privacy and recognizes that collaboration is becoming salient to effective customer experiences. 14
“There was an idea that adtech is a silver bullet, but the interfaces are usually more complicated than we were led to believe.” - VP/Director, Decision Maker
SWOT STRENGTHS
OPPORTUNITIES
The industry’s first independent, cross-channel advertising platform – Adobe Experience Cloud for Advertising – integrates data and media across all screens and formats. 80 This resulted in the solution being named the “most complete of vision.” The Adobe brand is trusted by the industry. 75
Integration of platforms initiates collaboration among analytics, advertising, creative and other marketing technology. 29 Despite viewer shortfalls in traditional TV, broadcast and cable networks saw a large increase in advertising commitments. 150
WEAKNESSES
THREATS
The benefits of Adobe Experience Cloud for Advertising lack promotion and, therefore, lack awareness among the target audience. 53 The product’s interface is cumbersome and clunky. 75
Consumers in the United States place great value on how their data is used. In fact, 87% of consumers state they would opt out of targeted advertisements, if given the chance. 145
03
PRODUCT INSIGHTS
IT’S ALL ABOUT EXPERIENCES 360-DEGREE CUSTOMER VIEW
THE RESEARCH POINTS TO GREATNESS
TRUTHFUL, UNBIASED AND FULLY TRANSPARENT CAMPAIGN KPI’S
OMNICHANNEL CAPABILITIES
RELIABLE OPTIMIZATION FOR MEDIA PLANNING AND BUYING
To understand how Adobe Experience Cloud for Advertising will dominate the adtech industry, the benefits of the product were evaluated. Initially, the findings pointed towards the trustworthy, dependable name of Adobe. 29 With further research, the list of benefits continued to grow.
FEATURES AND BENEFITS While Adobe Advertising Cloud, Adobe Audience Manager and Adobe Analytics are all powerful products on their own, Adobe Experience Cloud for Advertising combines the features and benefits of these products into one seamless, revolutionary experience. 29 Feature
Benefit
THE PRODUCT PROMISE
INDEPENDENCE
DYNAMIC CREATIVE OPTIMIZATION POWERED BY AI
ADOBE EXPERIENCE CLOUD FOR ADVERTISING
END-TO-END INTEGRATION
MAXIMIZES ROI
CREATIVE THAT FITS ANY SCREEN OR PLATFORM
SAVES TIME AND MAKES ALL MEDIA BUYS IN ONE CENTRAL LOCATION
ADOBE EXPERIENCE CLOUD FOR ADVERTISING WILL NOT ONLY CHECK OFF ALL THE BOXES ON YOUR ADTECH TO-DO LIST, BUT WILL ALSO FULLY INTEGRATE YOUR PROCESS INTO ONE INDEPENDENT, END-TO-END PLATFORM ALLOWING YOU TO OPTIMIZE YOUR WORK DAY. 04
CONSUMER FINDINGS
STUCK AT THE INTERSECTION OF LIVE WITH IT OR FIX IT THE BEST IS YET TO COME
FINDING 1
Adobe Experience Cloud for Advertising is the ray of hope that will shake Adobe’s target audience from the fog caused by their current adtech stack. Through surveys and interviews conducted, it is apparent that the target audience is doing their best with the time and resources they have. 63 These professionals work hard, and yet feel something is missing. 99 Why? Because something is. Adobe promises to finish the job in one fell swoop.
While Adobe as a brand has high recognition, Adobe Experience Cloud for Advertising has low top-of-mind awareness. 29 The target is unaware that Adobe even offers an adtech solution. Close to 70% of survey respondents were not at all familiar with Adobe Experience Cloud for Advertising.
“We’re doing what we can because there is only so much time.” -Co-founder/Managing Director, Vision Leader
FINDING 2 The technology the target is currently using allows them to get their job done just fine, however, 58% of the target audience surveyed stated that the performance of their current adtech stack is mediocre.
FINDING 3 The target audience believes they are doing all they can with their allotted time. 125 The process of switching adtech solutions is considered so laborious the target assumes they do not possess the time to even consider it. 99 However, the target is currently using as many as 70 different solutions to get the job done. 53
KEY INSIGHT THE TARGET IS DISILLUSIONED BY THEIR CURRENT ADTECH STACK AND DESPITE THEIR DESIRE TO MAXIMIZE THEIR PROCESSES, THEY ARE UNAWARE OF A POWERFUL SOLUTION THAT WOULD BE WORTH THE SWITCH. 05
TARGET AUDIENCE
MAXIMIZERS IN THE MIDDLE OF TECH MEDIOCRITY MEET THE MAXIMIZERS Within each of the three distinct targets lies one human insight that is deeply woven into their persona: they are MAXIMIZERS. These Maximizers crave recognition and are constantly looking for ways to optimize their professional life. They bring that first to work and the last to leave mentality, contributing hard work and big ideas – no matter their position. However, they are trapped inside a cycle of mediocrity caused by their adtech. If they fully understood the capabilities of Adobe Experience Cloud for Advertising, starting the conversation of switching would be easily justified.
VISION LEADER
DECISION MAKER
FEATURES PRACTITIONER
LEGITIMIZER
ACTUALIZER
Sarah gets the final say on big decisions as a CMO at a global athletic wear company. With her distinct knowledge and vision for the future, she commands attention. She wants to know that the return on investment (ROI) is accurate and will help drive marketing efforts. Despite a feeling that there is room for improvement, she thinks her lofty dreams are chugging along just fine. 22
Jessica manages day-to-day media buying as a VP of Strategy at a global advertising agency. She supervises the practitioners and is always looking to improve her process. With a strong grasp on reality, she investigates solutions for long-term problems and is always on the lookout for new trends. Her goal is to find innovative and sensible ways to meet the needs of her team while exceeding client and company goals. 22
John uses adtech daily as a media buyer for an insurance company. As a practitioner deep in the world of adtech, he yearns for a solution with a simpler approach. He is often annoyed with the unforeseen disconnects of the adtech solution his current workplace uses and is tired of switching between his stacks to get the job done. His motto is “work smarter, not harder,” especially when it comes to technology. 22
VISUALIZER
06
THE STRATEGY
ADOBE PROMISES A BETTER WAY TONE
TARGET Maximizers are people that make the most out of every situation. They are currently doing all they can to achieve professional and personal goals, but still feel there is a disconnect with their adtech. They are experiential innovators whose workflows are ready to be ignited by Adobe.
Energetic to bring excitement to the new capabilities Hopeful in a new era of advertising with this product Bold copy and design to show the power behind Adobe
TAKEAWAY
MAXIMIZER’S JOURNEY Maximizers are stuck in a fog caused by their mediocre adtech stack. Adobe uncovers the thought processes of preparing Maximizers to ditch the dusk. 29
Adobe provides Maximizers an opportunity to snap themselves out of their monotonous workflows because “just okay” was never the dream.
SUPPORT DISCOVER
EXPLORE
EVALUATE
REINVEST
Maximizers feel their adtech stack is mundane, and while they still don’t feel an urge to switch, they are beginning to discover the capabilities of Adobe Experience Cloud for Advertising.
Despite the fog of the oversaturated market, Maximizers are starting to believe there is a better way. Once they find a solution that satisfies all their needs, Maximizers will be motivated to switch.
Maximizers desire not only to understand the adeptness of a product, but to explore it through experiential learning. This desire will motivate them to demo Adobe Experience Cloud for Advertising.
Adobe Experience Cloud for Advertising offers a fully integrated end-to-end solution that will optimize their professional life, leading Maximizers to embrace A New Dawn of adtech that ignites their full potential.
Considering more than 75% of the surveyed target audience desires an adtech solution that integrates analytics, audience data and creative capabilities, investing in Adobe Experience Cloud for Advertising is a worthwhile decision.
POSITIONING STATEMENT For Maximizers, products that optimize their resources and time are invaluable. Adobe Experience Cloud for Advertising will become the ultimate adtech solution for the target because it is the only end-to-end solution that will break them free from their current adtech stack fog.
07
MANIFESTO
08
CREATIVE TACTICS
MEANINGFUL MEDIA EMAIL With 59% of B2B marketers quoting email as their most effective channel in terms of revenue generation and 86% of business professionals citing that they prefer email when communicating for business purposes, an email marketing campaign is essential. 71
HOME PAGE LIGHTBOX Adobe currently does not have a website dedicated solely to Adobe Experience Cloud for Advertising. 17 In order to reduce confusion and elevate the client experience, a lightbox will appear on the Adobe website that will feature the product. With the click-through rate on lightboxes being 9.3%, this is a great way to monitor traffic on the site and hit the goal of 50,000 visits. 149 The lightbox will feature a seamless user experience, complete with colors that lend to the overall campaign tonality.
Adobe’s email marketing campaign will be sent out monthly and feature success stories from professionals who utilize Adobe Experience Cloud for Advertising. Emails will be segmented and will deliver specific content for each of the three sectors of the target audience. This email mockup features an example of what a Vision Leader, like Sarah, would receive in her inbox during the discover phase.
BRAND AMBASSADORS Since the target audience uses peer reviews to validate claims, brand ambassadors are essential to this campaign. 173 The goal is to gain earned media attention by inviting influential industry professionals to share their knowledge about programmatic adtech and Adobe Experience Cloud for Advertising at events and on podcasts.
09
CREATIVE TACTICS
PROGRAMMATIC PLANS PROGRAMMATIC DIGITAL ADS For B2B businesses, even in industrial and manufacturing industries, 67% of purchases are influenced by digital advertising. 6 Additionally, 90% of B2B marketers say the leading attribute of marketing effectiveness is “audience relevance.”6 By using custom dynamic creative optimization on websites, Adobe’s interactive content will make an impression.
PROGRAMMATIC PRE-ROLL VIDEO YouTube is the second largest search engine. 181 Pre-roll video ads will be an effective means of reach. After watching a promotional video on YouTube, 65% of senior-level executives will go to a company’s website. 4 Therefore, pre-roll videos ads prove to be an effective means of reach for Adobe.
10
CREATIVE TACTICS
PEER PERSUASION BLOG POSTS
PODCASTS
Word of mouth is one of the strongest marketing tactics for spreading awareness about a product. 170 In this digital age, word of mouth has transformed into customer reviews and testimonials. The blogs, which will be featured on Adobe’s website and LinkedIn, illustrate the real experience of users. Blogs appear more trustworthy than traditional advertisements and increase confidence in the buying process. 173 This campaign will use SEO and keyword research to optimize each blog, attracting a substantial amount of organic followers to the website.
There are avid fans of business podcasts in 13 million U.S. households and casual fans of business podcasts in 52 million U.S. households. 49
THE IGNITED COLLECTIVE Adobe will host ambassadors on its new Gimlet Creative partnered podcast entitled “The Ignited Collective” to chat about topics ranging from programmatic advertising to other relevant topics in the industry. With the hefty following Gimlet Creative and Spotify already boast, this podcast will be a phenomenal space to catch the target.
SPONSORED Adobe Experience Cloud for Advertising will sponsor media podcasts including Digiday, AdExchanger, BeanCast Marketing Podcast and SaaStr. 11
CREATIVE TACTICS
BOLD STATEMENTS MAGAZINE WRAP With a 100% reach to Fortune 500 CMOs, over six million industry leaders are exposed to AdWeek, making the sponsoring of a magazine wrap a great way to connect with Maximizers. 39 The cover will feature Rachel Marouani, CEO of Fred, an influential marketing expert. 114 To make this execution an experience, Adobe will incorporate Augmented Reality (AR) on the cover. When consumers scan the magazine with their phone, a video message from Marouani will play before they are led to the Adobe Experience Cloud for Advertising website. Additionally, this promotion will be featured in AdWeek’s newsletter and on their social media platforms, creating a more impactful mark across several mediums.
DYNAMIC DIRECT MAIL: KALEIDOSCOPE In the age of digital content consumption, nothing beats receiving a surprise in the mail. This provides an opportunity for Adobe to connect with Maximizers in a meaningful way. While dynamic direct mail is more expensive than traditional digital advertising, campaigns receive 39% more attention. This produces a 5% greater emotional impact and a 10% higher brand recall. Consumers spend an average of 118% more time considering direct mail than they do digital ads. 164 The kaleidoscope will be sent to the top prospects in the target audience, which is a combination of all personas who work at prospective companies. 12
CREATIVE TACTICS
ILLUMINATE CITYSCAPES WALLSCAPES A wallscape is an advertisement placed directly on the exterior of building surfaces. These would be placed in urban hubs across the nation in prominent downtown areas where the advertising elite work and play.
TIMES SQUARE TAKEOVER A well-executed PR stunt can be a company’s ticket to massive amounts of earned media and peaked interest within the target audience. That is exactly what Adobe will achieve with this execution in Times Square at 46th and Broadway with approximately 380,000 people visiting the area each day. 155 As attendees walk by on the first day of Programmatic I/O, they will be greeted by a stunning display on over 50 digital billboards, encouraging the target audience to learn more about Adobe Experience Cloud for Advertising and creating momentum for A New Dawn. The display will be up for an entire day. 13
CREATIVE EXPERIENCES
NOTABLE NETWORKING TRADE SHOW BOOTHS Adobe will keep Maximizers interested in learning more about Adobe Experience Cloud for Advertising by inviting them to check out its booth at Advertising Week New York, Adobe MAX, Programmatic I/O and Adobe Summit. The booth will attract attendees with the use of a bright exterior, comfortable seating, product demos and interactive game tournaments that use Artificial Intelligence (AI) to track stats as they play. 71 These stats will then be sent out by email to help garner more contacts from enterprise accounts.
FLOOR DECALS To lead professionals to the booths, floor decals will be methodically placed throughout each venue. This will push the target audience towards the booth where they can learn more about the Adobe Experience Cloud for Advertising.
NETWORKING EVENTS Networking events allow Maximizers to meet masses of like-minded people at one time. Adobe will provide these professionals with the collaboration and connection that they crave by hosting events in various urban advertising hubs like New York City, Chicago, Los Angeles, Boston, Atlanta and Seattle. 129 From open bars to Instagram-worthy photo opportunities, these relationship-building functions will ignite the industry. In an effort to capture contacts, attendees will provide their emails to attend the event. 14
CREATIVE EXPERIENCES
SOARING AT SUMMIT Adobe Summit is an annual conference where professionals learn about the evolution of marketing. The conference is an unforgettable event chocked full of keynote speakers and networking sessions that merge the disciplines of marketing, analysis and optimization. 26
HOTEL DROPS To help the target start their morning off on the right foot, packages will be placed in the target’s hotel room upon their arrival. The hotel drops will be sent to 25% of the 20,000 people attending Summit, likely gaining a hefty amount of earned media attention. 55 The package will include a Rocket Book, snacks, kaleidoscope iPhone filter, champagne and Liquid IV.
AIRPORT To evoke curiosity from the moment Maximizers arrive in Las Vegas, advertisements will be placed throughout the concourse areas in the McCarran International Airport, ensuring that Adobe Experience Cloud for Advertising is the first thing to greet them as soon as they hop off the plane and the last thing they see as they head home. 115
15
CREATIVE EXPERIENCES
PEAK PERFORMANCE BANNERS As another way to bring awareness to Adobe Experience Cloud for Advertising, banners will be hung in the halls at conferences. These banners are just another way to bring light to the mediocrity that’s happening in current adtech and urge Maximizers to learn more about a product that will help them break free.
GEOTARGETING Geotargeting is a method of determining the location of the target and delivering different content to that professional based on their location. 154 When Maximizers arrive at the convention center for both Adobe Summit and Adobe MAX, they will receive a mobile notification, from the Adobe Summit/Adobe MAX app, urging them to visit the Adobe Experience Cloud for Advertising booth and informing them about the sponsored speaker track.
SPONSORED SPEAKERS ARRIVING IN STYLE In order to relay the message that Adobe Experience Cloud for Advertising is all about creating meaningful experiences, there will be a branded light tunnel upon entering the Summit venue.
Adobe will have sponsored speakers at Adobe MAX and Adobe Summit. These professionals will be industry leaders, such as Ben Snyder, IT Product Owner at Under Armour, who will touch on topics such as programmatic advertising, technology in the industry and Adobe Experience Cloud for Advertising. This puts the product in front of the target audience once again, and the target is more likely to trust the information they hear from their peers. 16
CAMPAIGN SCHEDULE
SEVEN MONTHS TO SUCCESS This fully-integrated advertising campaign will run from September 2020 until March 2021. 29 Every component of the campaign, from digital to in-person experiences, has been created to maximize the budget within the time allotted. OWNED EARNED
SEP
OCT
NOV
DEC
JAN
FEB
EXPERIENTIAL BREAKDOWN
MAR
Programmatic I/O
PAID
Magazine Wrap Podcasts - Gimlet Sponsored Podcasts Adobe Blogs Homepage Lightbox Dynamic Direct Mail Networking Events Email Wallscapes
OCTOBER
TACTICS
Programmatic I/O Adobe MAX Ad Week New York Adobe Summit
Trade Show Booth Banners Geotargetting Sponsored Speaker Track
Trade Show Booth Banners
Adobe Summit
MARCH
EXPERIENCES
Adobe MAX
Advertising Week New York
PROGRAMMATIC Facebook LinkedIn Twitter Reddit YouTube Digital Ads
Trade Show Booth Banners Times Square Takeover
Trade Show Booth Banners Geotargetting Sponsored Entrance Floor Decals Hotel Drop Kits Airport Advertising Sponsored Speaker Track
17
MEDIA PLAN AND BUDGET
STRATEGY AND SPEND BUDGET
MEDIA OBJECTIVE
$4 million
To increase top-of-mind awareness for Adobe Experience Cloud for Advertising 29
CAMPAIGN PERIOD September 2020–March 2021
TARGET Strategically allocate funds to maximize reach among target audience members in companies with an annual advertising spend of over $1 million.
BUDGET PERCENTAGES
TACTICS
39%
SCHEDULING Promote Adobe Experience Cloud for Advertising throughout the seven-month campaign period with hefty spending in October and March to support promotion and participation in key industry events.
PROGRAMMATIC
15%
STRATEGIC APPROACH
Encourage audience action–including website visits, self-identification and message sharing–through a high level of repeated exposure (frequency) Increase campaign effectiveness through utilization of Adobe Experience Cloud for Advertising’s campaign planning, audience analytics and media optimization tools
39.1%
$1,550,298
PROGRAMMATIC
14.5%
$577,500
EXPERIENCES
46.3%
$1,842,705
PROGRAMMATIC I/O ADOBE MAX AD WEEK NEW YORK ADOBE SUMMIT
Optimize audience exposure through paid, earned and owned media Establish and build target audience awareness through maximization of reach by using a wide variety of communication channels
TACTICS
MAGAZINE WRAP PODCASTS - GIMLET SPONSORED PODCASTS ADOBE BLOGS HOMEPAGE LIGHTBOX DYNAMIC DIRECT MAIL NETWORKING EVENTS EMAIL WALLSCAPES
3.7% 0.9% 0.7% 0% .5% 6.9% 22.7% 0% 3.7%
16.2% 5.0% 4.9% 20.2%
$146,680 $35,000 $27,328 $0 $20,000 $275,000 $900,000 $0 $146,290
$645,175 $200,175 $195,175 $802,180
EXPERIENCES
46%
CAMPAIGN AND PRODUCTION BUDGET
$3,970,503
+ CONTINGENCY BUDGET
$29,497
=
$4,000,000
18
MEDIA IMPRESSIONS
IGNITED IMPRESSIONS Increasing awareness during this campaign is vital, so maximizing the number of impressions was top of mind when planning executions. Using the Adobe Experience Cloud for Advertising to optimize its own campaign throughout the process, Adobe will amass a total of 21,738,077 impressions from the target audience. DYNAMIC DIRECT MAIL
MAGAZINE WRAP 360,000
5,000
WALLSCAPES 819,000
48,958 PROGRAMMATIC I/O
ADOBE MAX
72,500
180,000
PODCASTS - GIMLET
156,800
SPONSORED PODCASTS 819,840 NETWORKING EVENTS
8,050
PROGRAMMATIC 17,985,114
ADOBE BLOGS 225,815
ADOBE SUMMIT 745,000
AD WEEK NEW YORK 312,000
21,738,077
ANTICIPATED IMPRESSIONS 19
EVALUATION
MAXIMIZED: AS IT SHOULD BE To gauge the effectiveness of the campaign, several tactics will be considered. Here is an outline of the objectives, campaign evaluations and concept test results.
OBJECTIVES
CAMPAIGN EVALUATION
TEAM 428 CONCEPT TESTING
Grow unaided product awareness among the target by 2%
Measure through Adobe’s brand tracking research which takes place twice a year
of the surveyed target audience desired an integrated and independent adtech software.
Drive 50,000 visits to the Adobe Advertising Cloud website
Track web traffic, including unique visitors, pages visited and time spent on the site
Capture 10,000 new practitioner and decision-maker contacts from enterprise accounts with ad spend over $1 million per year
Contact capture rate where full contact information is collected along with advertising spend of companies
Be in the top three share of voice for earned media
Calculate total voice, determine the percentage of mentions for Adobe and competing brands and divide by the total voice
MEDIA AND FINANCIAL METRICS
2%
INCREASE IN UNAIDED AWARENESS
100% 90% of adtech professionals surveyed agreed that the definition of Maximizer did, in fact, describe them personally.
71% of the qualified target audience was interested in learning more after reading a concept statement describing A New Dawn.
$3,970,503 CAMPAIGN SPEND
21,738,077
PAID AND OWNED MEDIA IMPRESSIONS 20