Ad targeting hits stride and continues to grow as data evolves
The ability to target the right audience on mobile is becoming a key factor in the success of campaigns as smartphone adoption continues to grow, with tapping into data such as behavior, location, weather and events getting easier as programmatic matures.
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Pantene tangles attempt to merge mobile content, commerce
Procter & Gamble’s Pantene is the latest in a growing list of marketers trying to merge content with commerce to target millennials, but the brand’s campaign is more intrusive than fun.
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Sprite adds fizz to holiday marketing via social influencer Tumblr campaign
Coca-Cola’s Sprite Cranberry brand is uncapping its seasonal marketing efforts by rolling out a mobile-optimized Tumblr site, starring New York restaurateur Eddie Huang as a Santa Claus-like character.
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Skechers laces up sponsorship for Fitbit-powered marathon app
Footwear brand Skechers is sponsoring the Performance Los Angeles Marathon mobile application, which includes GPS-enabled maps and activity tracking technology powered by Fitbit.
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