The Big Advertisements from the Big Game - Super Bowl LII Advertising Recap

This year’s Big Game might not have scored big when it comes to TV viewers, but it did post some surprising stats for the industry. As the final heave from Tom Brady fell to the turf and the Eagles were crowned as the champions of Super Bowl LII, to the industry was abuzz with advertising stats like in-game ad expenditures, commercial time from paying sponsors, and top ads by Digital Share of Voice, just to name a few.  While the combined total of 1,151 total yards of offense between t...
By Jennifer Gaag
About the Author:

Jennifer Gaag is an Analyst, Senior Account Manager for Ebiquity-North America's Advertising Intelligence group

2017 Advertising Recap: Our Favorite Ads

As we go deeper into the New Year, it is the perfect time to reflect on the advertising trends during the previous year. In an industry that has gone through its share of ups and downs, brands have had a lot to say and have put out some very powerful messages.   At Ebiquity, our Intel team views thousands of ads every year to provide qualitative analysis and unique insights to leading brands. Our Advertising Analysts view ads across every major industry daily and, inevitably, some leave...
By Luke Sword
About the Author:

Luke Sword is an Advertising Analyst at Ebiquity, plc

Becoming Retail-ready for the Holiday Season: How Target is Improving Retail Customer Experience

This holiday shopping season promises to feature plenty of ‘firsts’ for the retail industry. During the 2017 season, for the first time ever, brands will see holiday shoppers spending more money shopping online than in physical, brick-and-mortar stores. Additionally, it is projected that these online holiday sales will grow to over $107 billion and top the $100 billion mark for the first time ever. If that wasn’t enough to convince you, it is also projected that over half of all retail web...
By Jennifer Gaag
About the Author:

Jennifer Gaag is an Analyst, Senior Account Manager for Ebiquity-North America's Advertising Intelligence group

Seven Critical Elements to Ensure a Successful Media Agency Review

One of the main stories of 2017 has been the increased focus on the brand-agency relationship. As brands look to increase transparency and agencies set out to provide the level of insight requested, it is a focus that will likely continue into the new year. This new focus means that advertisers are held to a higher level of accountability, so they need to be confident that their media agency partners can deliver on their promises; whether that’s strategic, financial, service-related, or a c...
By Emily Tuczinski
About the Author:

Emily Tuczinski is an Account Development Manager for Ebiquity - North America

Old Dogs CAN Learn New Tricks: How the Pet Care Industry is Evolving Consumer Engagement

While many brands have been focused on crossing over to online from traditional brick and mortar, Amazon surprised many industry experts by recently doing the complete opposite. The recent re-branding of the now Amazon-owned Whole Foods has reinvigorated the conversation about brands crossing between the online and brick and mortar retail space. While the new crossover is proving to be beneficial to consumers with immediate price cuts and membership benefits to Prime users, it also allows Ama...
By Luke Sword
About the Author:

Luke Sword is an Advertising Analyst at Ebiquity, plc

Programmatic Ad Spending Tale of the Tape: Real-Time Bidding vs Programmatic Direct

It is well-known that annual digital display programmatic ad spending is in the tens of billions of dollars and makes up more than half of the U.S. industry’s digital display ad spend. What may not be as well recognized or appreciated is just how significant this majority is. According to eMarketer’s Q2 ’17 programmatic ad spending report, nearly 4 out of every 5 digital display ads will be purchased programmatically in 2017. Thus, of the $41.75B spent on digital display ads in 2017, $32.5...
By Marketing Team
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For any questions or queries, please contact USMarketing@ebiquity.com

Advertising Insights – A Summary of the 2017 Back-to-School Season

As students put away their bathing suits and flips-flops in exchange for backpacks and jackets, the CPG industry gears up for one of their biggest shopping seasons, back to school. The “back-to-school season” is the second largest shopping span, outside of the holiday shopping season. This year, total expenditure for school and college combined is projected to reach $83.6 billion, a +10 percent increase from $75.8 billion in 2016.  In the U.S., parents scrambled to the stores to find...
By Jennifer Gaag
About the Author:

Jennifer Gaag is an Analyst, Senior Account Manager for Ebiquity-North America's Advertising Intelligence group

Why a Consistent Brand Message is Critical for Innovative, New Products

Combining innovation with a consistent brand message is not a simple assignment, after all, innovation and consistency don’t exactly go together. However, the combination of the two when done well can achieve powerful results. Brands such as Gillette, Nespresso and Apple have paved the way for innovation within their respective categories and reinforced their status with every new product they release. Working with enterprise-level brands across the globe, I’ve enjoyed tracking these type...
By Dan Alvarado
About the Author:

Dan Alvarado is a Client Services Manager/Analyst at Ebiquity-North America

The Importance of the Digital Advertising & Transparency Partnership

The following is an excerpt from our 2017 Ebiquity UpFront Annual Report. To access the full report, click here.   At the surface, all seems to be good on the digital front – in fact, digital ad buying was reported as topping traditional TV ad-buying in the US for the first time ever in 2016. And industry insiders are touting the success of digital in 2016 as a sign of continued growth for the channel. “Investment in the (digital video) medium has been significant, with 51 perc...
By Marketing Team
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For any questions or queries, please contact USMarketing@ebiquity.com

Fact-check: We Evaluated Leading Expert's 2017 Marcomm Predictions

As advisors to leading brands worldwide, we pride ourselves on providing sound, independent advisement. Even so, making predictions for the year can be tricky, especially in marketing and media, where trends and technologies seem to flow in and out with the changing wind. So as the calendar turns over from June to July and the book closes on Q2, we decided to fact-check ourselves by going back to see how the main predictions in our 2017 Marcomm Guide have developed so far. Did our predictions ri...
By Marketing Team
About the Author:

For any questions or queries, please contact USMarketing@ebiquity.com

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