Sometimes, it’s hard to determine whether an advertisement directly relates to a sale. But this wine company rocked the boat with a new way for determining the efficacy of their ads. It’s this kind of creativity and innovation that make the difference in a brand. Check out their story!
Despite the promise of sophisticated digital ad measurement, many packaged-goods companies are still reliant on an antiquated and laborious process to measure whether their ads drove people to buy their products in stores.
A combination of inadequate technology and comfort in old marketing metrics are responsible for the status quo, but that may be changing.
Constellation Brands Inc., STZ -1.14% a wine and spirits company, recently set out to create a more efficient measurement system in a digital ad experiment for its Black Box Wines brand.
Typically, Constellation waits up to 12 weeks for a data vendor to send reports—which can cost between $45,000 and $65,000 apiece—to get information on how its digital ads for certain brands were driving purchases of alcoholic beverages across stores. The lag time made it difficult to discern the effectiveness of a digital ad campaign until after the fact.
So, Constellation decided to set up a trial with Black Box Wines, which was diving into digital advertising for the first time. The marketers for the wine brand found that with a tweak to existing technology from an ad tech firm and a data vendor willing to provide a weekly influx of purchase data, the company could optimize its digital video and display ads in the middle of a campaign, versus long after its end.
Read More: How a Wine Brand Advanced Digital Ad Measurement | WSJ | http://bit.ly/2sUte7x