“What Matters” brand platform
Trusted journalism. Premium streaming TV. One-click commerce. All these amazing online experiences thrive on an open internet. And they’re all fueled by relevant advertising. In our latest brand campaign, we remind marketers that where they spend their ad dollars matters more than they may think.
We built the campaign around a series of :30 spots touting our brand pillars. This is one of my favorites.
Attracting new talent
What matters to prospective employees matters to us too. This :30 spot achieved a 67 percent video completion rate — 35 percent higher than benchmark — and helped us exceed our hiring goals.
Making it timely
This spot, produced in about three weeks, took aim at one of our competitors and a news story that had recently taken the industry by storm.
Display ads
We also created a series of display ads, served both programmatically and via strategically targeted private marketplace deals. (Copy by Eric Aldama, Pete Harmelin, and myself.)
