Driving the 9-year-old creative agency’s productivity spurt this year is its new advanced data monitoring service, AIM, which now runs through all its clients’ on- and off-site campaigns. Launched seven months ago, AIM tracks data to cheap nike air max identify the right audiences for campaigns and informs any branded-content creation. It then monitors campaigns so that creative can be dynamically adjusted both on and off CNN platforms if needed. It also provides deeper reporting beyond click-throughs, including dwell times, hover times, engagement and purchasing intent, which combined can give brands real business insights.
Internet security tech company Bitdefender is among the clients using AIM currently for nike air max 90 women a campaign aimed at raising awareness of the cybersecurity threat in the internet-of-things space. It’s sponsoring a custom CNNMoney video series “Unhackable, ” integrated with branded content and a range of rich digital ad formats AIM is securing better ROI and, therefore, increased advertiser buy-in, according to Rob Bradley, director of data and digital revenue for CNN International Commercial. “Arguably, we wouldn’t have won that money without the creative team, ” he said, adding that in terms of revenue it’s “several million” ahead of where it was last year as a direct result. Overall, revenue has increased by “double digits” since AIM was introduced. The need for a service like AIM is clear: The traditional competitor set for publishers has widened over the last few years, with tech giants like Facebook and Google commanding ever larger chunks of the ad-spend pie. Facebook just revealed it made $6. 2 billion in ad sales in the three months to June 2016. Bradley said that, without a sophisticated data-driven ad sell that uses better creative than standard ads and provides more than blunt reporting metrics like click-through rates, publishers are dead in nike women uk the water.
“As a global business in western Europe, particularly in London, if you don’t have a smart data strategy, you don’t even get in the room with agencies, ” he said. “We used to compete against a handful of large broadcasters. Now we have 40 very serious, sophisticated competitors that range from Facebook and Google to the likes of BuzzFeed and Quartz. So unless we’re offering something incredibly smart, the conversation doesn’t even start. ”Bradley referenced a recent campaign, which ran two months ago with an Asian airline he declined to name, as an advertising partner that has received direct business insights to influence its marketing strategy as a result of the campaign reporting provided by nike sb men CNN International.