Vibrant Media Branded Content: P&G Crest and MediaVest are using the power of contextual advertising to drive results. Click here and cast your vote for the winners of the 4th Annual Vibrant Awards, which recognize the best in contextual advertising. Voting must be completed by Oct. 27 for your selection to count.
Crest Turns Teeth-Whitening from a “Have-To” to a “Must-Do” with Dynamic Creative
Client/Agency: P&G Crest/MediaVest
Campaign: Crest 3D White 2 Hour Express WhiteStrips
Campaign objective: Crest sought to engage and educate its target audience of health and beauty conscious women about Crest 3D White 2 Hour Express Whitestrips.
Ad position: web_incontent_pos1
Contextual Strategy: Last minute party or date? No problem. With this new innovation you can have white teeth in just 2 hours. The campaign was contextually targeted across 10 different content categories within beauty, fashion, travel, lifestyle and health web content. The creative changed dynamically to address critical “white-teeth life moments” such as job interviews, your wedding day and hot dates. It also highlighted two hour long activities during which you could whiten your teeth during, like yoga or a road trip.
Creative Execution: Vibrant and MediaVest created in-text and display ad creative that dynamically changed based on the keyword or subject of the article. For example, an ad appearing within a wedding planning article would dynamically change to “Hey Brides! There’s still time to obtain a perfect smile.”
More in Media
NewFronts Briefing: Samsung, Condé Nast, Roku focus presentations on new ad formats and category-specific inventory
Day two of IAB’s NewFronts featured presentations from Samsung, Condé Nast and Roku, highlighting new partnerships, ad formats and inventory, as well as new AI capabilities.
The Athletic to raise ad prices as it paces to hit 3 million newsletter subscribers
The New York Times’ sports site The Athletic is about to hit 3 million total newsletter subscribers. It plans to raise ad prices as as a result of this nearly 20% year over year increase.
NewFronts Briefing: Google, Vizio and news publishers pitch marketers with new ad offerings and range of content categories
Day one of the 2024 IAB NewFronts featured presentations from Google and Vizio, as well as a spotlight on news publishers.
Ad position: web_bfu