Defining Online Ad Success: How Benchmarks are Shifting as Advertisers Take Aim
The differences in online behavior of different consumer groups make it more difficult to reach some consumers than others. A recent analysis of Nielsen Online Campaign Ratings shows that a dip in the percentage of ad impressions reaching their intended audience correlates with a shift toward narrower, more focused campaign audiences from broader demographic segments.
Internationalist Innovation in Media
To connect with the next generation of travelers, Marriott launched a content marketing campaign with the help of three digital media partners: Wired, Mashable, and Fast Company. The campaign was designed to highlight the brand’s rebranding and its innovative role in the future of travel.