Why should you market to millennials?

With nearly $200M in yearly purchasing power, millennials (born between 1981 and 1996) are changing the way brands advertise their products & services in today’s rapidly-evolving, competitive landscape. On a surface level, it’s convenient to simply generalize the millennial generation—they’re always on their phones, and spend an inordinate amount of time crafting an online persona, but they’re also the same people who are the most open-minded about social causes like climate change. So, why are marketers everywhere spending valuable...

Surbhi Dhawan

Advertising Basics › 4 min read

How brands like Panera, KFC, and Pepsi are leveraging mobile ads to attract high-quality customers (and why you should, too!).

The marketing world is dynamic and ever-changing — trends, technology, and tactics are never stagnant. That’s why it’s critical that your business stay up with new developments in the industry. Currently, more than 51% of smartphone users admit that they have discovered a new company or product while conducting a search on their smartphone. As a result, it comes as no surprise that brands everywhere are looking for new ways to engage with their audience on the small screen....

Surbhi Dhawan

Mobile Advertising › 7 min read

Video advertising: 3 Best practices to capture (and retain) a customer’s attention

Online advertising has come a long way since its inception. Given that search accounts for only 21 percent of active users’ time on the internet, it comes as no surprise that businesses everywhere are using video advertising as an avenue to connect with their target audience. In fact, according to a Renderforest survey, marketers who use video content to promote their brand receive more web-traffic, generate more leads, and close more sales than their counterparts. However, creating an engaging,...

Surbhi Dhawan

Advertising Basics › 5 min read

Why should brands invest in video advertising?

In today’s technology-first world, where information is readily accessible and attention spans continue to dwindle, brands everywhere are finding new, innovative ways to communicate with their customers.   You don’t have to dig deep to figure out why video has emerged as the dominant force in the digital marketing universe. For example, including an explanatory video on your website’s landing pages can increase conversion rates by more than 80 percent, and just by mentioning the word “video” in your subject...

Surbhi Dhawan

Advertising Basics › 7 min read

Inside VISA’s $11.4M ad spend: How one of the largest finance MNCs in the world is disrupting the e-payments market..

Founded in 1958, Visa is an American multinational finance company that facilitates electronic funds transfers throughout the world, most commonly through Visa-branded credit cards, gift cards, and debit cards. With operations across six continents, Visa processed 100 billion transactions during 2014 with a total volume of $6.8 trillion, according to a 2015 Nilsen report.  Let’s take a closer look at their advertising strategy: 2006: ‘Life Takes VISA’ After 20 years, VISA replaced their well-known tagline—”It’s everywhere you want to...

Surbhi Dhawan

Ad Networks › 7 min read

Reimagine Home: How Zillow’s using their $15.8M ad spend to dominate online real estate and fuel business growth.

Founded in 2006, Zillow is a real estate marketplace created by Spencer Rascoff (Cofounder of Hotwire),  and former Microsoft executives + founders of Expedia—Rich Barton and Lloyd Frink. Apart from providing the estimated value of homes across the United States, the platform also offers several other features including price comparison of homes in and around a certain area; price change of a property within a given time frame (from one, to five, or even 10 years), a “Make Me...

Surbhi Dhawan

Case Study › 8 min read

Breaking down HostGator’s $919.2K ad spend: How the web-hosting provider is using strategically-crafted campaigns to stand out from their competitors.

Founded in October 2002 by Brent Oxley (then a student at Florida Atlantic University), HostGator is a Texas-based provider of shared, reseller, virtual private server, and dedicated web hosting. By 2006, HostGator had crossed 200,000 registered domains and opened their first international office in Ontario, Canada. In 2008, HostGator reached 100,000 customers and started offering unlimited space and bandwidth as part of all hosting packages. Just a year later, they doubled their customer-base and launched toll-free numbers for customers...

Surbhi Dhawan

Case Study › 5 min read

Inside Vimeo’s $28M advertising strategy: How Youtube’s artsy, ad-free, alternative is making a dent in the video-sharing landscape.

Launched in 2004 by independent filmmakers—Jake Lodwick and Zack Klein—who wanted to share their professional/personal work online, Vimeo is an ad-free, video-distribution platform that caters primarily to a like-minded creative community. By Dec’13, Vimeo was representing 0.11% of the total Internet bandwidth with more than 22 million registered users, and 100 million unique visitors per month. Notable comedians like Kristen Schaal, “Weird Al” Yankovic and Reggie Watts have been actively using Vimeo to promote their content, alongside musicians like...

Surbhi Dhawan

Case Study › 7 min read

Monday.com raises $150M more in equity funding: Here’s an in-depth look into their $12M ad spend.

Formerly known as Dapulse, Monday.com is a team management platform that was founded in 2012 by Roy Mann (former C-level Executive at Wix) and Eran Zinman (former R&D Manager at Conduit Mobile). Based in Tel Aviv, Israel, the company raised a $1.5 million in a seed funding round to build a “next-generation” collaboration tool that allows you to create tasks, share files, plan workloads, and ultimately, visualize projects and processes that your team is collectively working on. Aside from...

Surbhi Dhawan

Case Study › 6 min read

There’s new money in town: How PayPal is using their $20.4M ad spend to attract and convert more customers.

Launched in 1998 as Continuity by Ken Howery, Luke Nosek, Max Levchin, Peter Thiel and Elon Musk, Paypal is an online payments system that works as an electronic alternative to conventional transaction methods like money orders and checks. Over the years, the company has operated worldwide as a payment processor for commercial users including online vendors and auction platforms, who benefit from one-click transactions, and seller protection in exchange for a nominal fee. After PayPal’s IPO was listed at...

Surbhi Dhawan

Facebook Advertising › 9 min read