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BizReport : Advertising archives : October 04, 2012

How Collective increased ad efficiencies for brands across screens

A new whitepaper out from Collective sheds light on how their platform is helping brands better target ads to improve reach and, in the end, conversions. Called the Multi Screen Advertising Playbook, the paper identifies how brands across verticals including CPG, Retail and Financial Services have increased ad performance, engagement and conversions across the screens.

by Kristina Knight

Collective, for example, helped Bloomin' Brands - parent company of Outback Steakhouse and Carrabba's Italian Grill among other restaurants - better view how their brands and ads were engaging with customers across screens, giving them a better foundation for future engagements.

"Our customer's convergence of TV and digital media consumption focuses our marketing efforts in new directions," said Karen Soots, Sr. Director, Media Services at Bloomin' Brands. "Working with Collective on a comprehensive view of our cross-platform activity will provide deeper insights into how we connect with and grow our audiences. We are excited to have this as a part of our overall tool kit for digital media."

Meanwhile, their TV Accelerator product is credited with improving targeted nearly 4 times more than demo-targeting and helped reduce costs for brands using collective by nearly three-quarters because they were able to reach more viewers than TV ads alone.

"Collective, in partnership with our clients and industry experts, has cracked the multi-screen code," says Joe Apprendi, Chief Executive, ,a href="">Collective. "Brands recognize that their messages must span all platforms. However, until today, they have lacked the data, science, and technology that will allow them to control this dynamic. Collective has provided the industry with the solution, as well as the best practices and proof of execution to allow brands to execute with confidence."

The paper goes on to identify how incremental reach and multi-screen frequency can help brands engage and convert more shoppers across screens.

Tags: advertising efficiences, advertising playbook, Collective, online advertising

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