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Super Bowl 2022, Winter Olympics marketing transformed by data

Super Bowl 2022, Winter Olympics marketing transformed by data
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Super Bowl Me

Avocados From Mexico will use airtime on its upcoming Super Bowl LVI broadcast to increase brand awareness, but according to Ad Age’s Asa Hiken report, the product brand is “also looking at ways to use Big Game advertising to better identify consumers and, most importantly, direct them to action.” Purchase” – with the help of a digital activation called “House of Goodness”.

“At the heart of this campaign is a new marketing strategy that blends performance and brand metrics,” adds Hiken. Ivonne Kinser, vice president of marketing and innovation at Avocados From Mexico, said this approach, dubbed “brandformance,” is based on developing strong profiles. to consumers.”

Basic context: Hiken notes that “these profiles are built using first-party data, which the campaign will seek to obtain via shoppable content. … Backed by a deal with e-commerce program MikMak, which itself has collaborated with data platform LiveRamp, Avocados From Mexico will receive a detailed offer For consumers that tend to buy, including psychographic (traits over psychological traits), demographic, and behavioral information.”

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Macroeconomic news and data in a nutshell

• “Inflation at a 40-year high is putting pressure on consumers, the Fed and Biden,” according to the Associated Press.

• “Inflation: what drives it, who benefits and when will it end?” From the Los Angeles Times.

• “Mortgage Rates Jump to Highest Level Since March 2020,” The Wall Street Journal reports.

• “US jobless claims rise 23,000 to 230,000,” ABC News reports.

Previously: “U.S. Advertising Employment Increases by 2,300 Jobs in December,” from Ad Age Datacenter.

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