Tag: Blogs

Using Digital Out-Of-Home and CTV to Drive Full-Funnel Performance

Posted on by Coegi

The Brief

Coegi partnered with a multi-national technology brand to simultaneously drive awareness, consideration, and purchase lift using digital out-of-home media, mobile retargeting, and connected TV.

Highlights

6%
Brand Awareness Lift

3%
Consideration Lift

9%
Purchase Intent Lift

Challenge

In our first year working with this technology brand, we identified an erosion of brand equity. This was due to a gradual shift in budget focusing solely on lower-funnel, promotion-based tactics. 

To reestablish their premium product positioning, we were tasked with eliminating crossover between their two key audiences (small business owners and IT decision makers) to drive awareness, consideration, and purchase intent with prospects across the United States. Challenge

Solution

We planned and executed a campaign to build brand affinity and awareness with small-business owners and IT decision makers and measure the effect on full funnel KPIs. By using data-driven campaign insights, we knew we could justify spending on brand awareness tactics. This would expand the organic prospect database and achieve sustainable growth through improved brand positioning. 

We honed in on two channels: Connected TV (CTV) and Digital Out-of-Home (DOOH). Throughout the campaign, we served over 55MM impressions. These spanned over 37 DMAs with high concentrations of small business owners and IT decision makers. To measure success, we implemented one of the first brand lift studies in the industry that incorporated CTV and programmatic DOOH channels by using IP and wifi targeting to obtain survey feedback.

DOOH media drove lift across all KPIs (awareness, consideration and purchase intent), with the greatest lift in purchase intent (+9%). This campaign messaging also drove a greater lift in awareness over the control group than previous campaigns, illustrating the long-term impact of this strategic messaging. Cross-screen exposure drove the strongest lift over the control at 13%. 

Additionally, the campaign drove:

  • 50% increase in purchase intent from CTV
  • 6.5% increase in SMB website visitors vs. previous period, seen in increases from direct and organic search traffic
  • 60,000 attributable site visits at an estimated $1.2MM in value

Finally, we discovered the awareness campaign had a trickle-down effect on the evergreen performance-based campaign we were running concurrently, surpassing bottom-line goals at a 5x ROAS.

The Value of Evergreen Paid Media Campaigns

Posted on by Coegi

Navigating the paid media landscape can be difficult for advertisers big and small. Making informed decisions on goals, targeting, and budget are challenging but integral aspects of reaching campaign goals. One of those challenging decisions is knowing when to keep campaigns running and when to pause. The first instinct when a campaign is underperforming is to pause or cancel. However, evergreen paid media, even at a lower spend, allows for increased campaign learning. This ultimately leads to long term benefits. Especially with automated campaigns, extended flights allow the platform to optimize towards the best performing audience and provide more insightful data.

Evergreen Paid Media Campaigns Keep Momentum Strong

When considering keeping campaigns on or deactivating, it’s helpful to think of the analogy of being stuck in traffic. The instinct when stuck in standstill traffic is to put the car in park and turn the ignition off. That would save fuel while things are moving slowly. But when traffic picks back up, you’re stuck having to turn your car back on. This takes more fuel and the cars around you are already down the road before you’re able to get your car moving again. In this analogy, think of your car as your campaigns and your fuel as your budget. By the time you get your campaigns going again, your competitors are already coasting down the highway. Plus, it took them less effort and budget to get down the road because new campaigns typically take longer to deliver results.

Campaigns with a longer duration historically perform better on platforms including Google, Facebook, and The Trade Desk for several reasons:

  • The platform optimizes towards campaigns with more history and higher engagement. Especially with Google Paid Search, Google’s algorithm is more likely to present an ad with a history of a high user engagement than something brand new.
  • The ability to A/B test audiences, creatives, and other strategies with a lower budget. Down periods of seasonality allows space for testing in a lower risk time period with smaller spend.
  • Spread awareness when intent may be lower. Though users may not be converting at the target rate, keeping campaigns on brings users into the funnel. Then, when they are ready to convert, you are top of mind.

Maintain Brand Consistency and Messaging

Users are more likely to trust a brand that they’re familiar with. This isn’t a new concept, yet it’s as true now as it has ever been. Consistently reaching a target audience keeps you in front of potential customers even if they’re not ready to make a decision. But, this doesn’t have to be at the expense of extra budget. Even keeping campaigns active at a much lower spend will keep users engaged and solidify your spot in their consideration set.

When seeking results in the paid media landscape, consistency and optimization is key. Staying in front of a target audience while making changes is more likely to lead to results than stopping campaigns. The best way to improve is to continue to test. Evergreen paid media campaigns are the most effective way to do that.

Key Takeaways

  • Learn and optimize before you cancel under-performing campaigns
  • Extend campaign flights for improved efficiency and platform optimization
  • Maintain consistent momentum to stay top of mind with consumers

For more tips on evergreen marketing strategy, watch this quick video.

What ‘The Coegi Way’ Means to Me

Posted on by Samantha Schmidt

What is ‘The Coegi Way’?

At Coegi, the workplace culture is defined by a set of shared values, also known as ‘The Coegi Way’. ‘The Coegi Way’ emphasizes four core principles that are standard to the everyday practice of attitude, approach, service and culture.

The attitude at Coegi is “hard work beats talent when talent does not work hard.” This means that employees have enthusiastic determination, engage in responsible communication, hold a desire to be the best, and take pride in their workmanship.

The approach at Coegi is “the difference between something good and something great is attention to detail.” Employees drive this approach by having a strong attention to detail, implementing data into projects, delivering beyond client’s expectations, and celebrating achievements.

The service at Coegi is “nobody raves about average.” At Coegi, employees strive to go above and beyond by being transparent with clients, providing quality insights to campaign performance, and optimizing results based on performance, while working collaboratively towards client goals.

The culture at Coegi is “excellence is not a skill, it’s an attitude.” Employees at Coegi carry out this expectation by respecting peers, enjoying coming to work, giving back, and showing ambition

What it means to me

‘The Coegi Way’ is more than just a set of principles in my work life. It aligns with my values and reminds me of my motivations and goals on a daily basis. I try to apply each of the core values to my work each day by turning associations of those values into specific work practices.

For the value of attitude, I always go into my work with a positive, learning mentality. To begin my day, I read industry news and take notes on trends I believe to be important or timely. I use these notes when doing additional research, or content writing. I uphold this enthusiastic attitude knowing that I am putting my best effort forward in my task load.

Because I am an analytical thinker, I can easily relate to the approach value because it emphasizes the importance of attention to detail. I am able to naturally identify key details in campaign reports and research articles. When working in programmatic, I would conduct daily reports on pacing to make sure that campaigns were spending appropriately and in a timely manner. Additionally, I would create insights for reports by portraying a story with the metrics I found. I did this by explaining the importance of the metrics and what could be changed in campaign strategy to better optimize budgets. The purpose of close attention to detail is to provide clients with the best possible outcomes towards their business objectives.

The value of service focuses on the quality of work produced. To ensure I am producing quality work, I collaborate with team members in my department to review and revise the content I produce. As a former programmatic specialist, I would consistently monitor and adjust campaigns based on current results. In reporting, I would give transparency to key metrics and their effect on the client’s business objective. Being a strong communicator is something that I have always strived for, to ensure clear feedback and collaboration in my work. ‘The Coegi Way’ has helped establish constant communication as an everyday practice in my work.

The Coegi culture value reminds me to consciously engage with team members daily. Whether I’m working online or in-person, I make an effort to communicate with my coworkers. I try to assist them where I can, or just chat with them about personal matters. I’ve always felt a strong connection with my colleagues, because I know employees at Coegi share the same values and want to help each other succeed. Part of engaging in this culture is giving back to one another, which I execute by reviewing the work of others, and creating content to share among employees. This is a key component to Coegi’s success as a collaborative and high growth workplace.

The Coegi Way is more than just a set of principles in my work life. It aligns with my values and reminds me of my motivations and goals on a daily basis.

How it influences my work and outlook at Coegi

My outlook on work has changed since starting at Coegi because of the values they have introduced into my work life. Being surrounded by people who share similar core beliefs and values in my workplace motivates me to be the best version of myself and continue to grow and learn within the industry. Not only do I feel confident in my work strategy and results, but I have a remarkable satisfaction for it as well. I go into work everyday feeling positive about what I am accomplishing and the people around me. I look forward to seeing my future growth at Coegi and in my professional life by carrying out the values of attitude, approach, service and culture.

Data Storytelling: How to Act on Analytics

Posted on by Jacob Amann

Data storytelling transforms brands. Take an inside look at how Coegi crafts stories with actionable recommendations for our clients by finding the human element in the numbers.

As marketers, we now have access to vast amounts of data. There’s been a major influx of analyst jobs in the last several years as a result.

But are we telling compelling stories with that data and adjusting our strategies based on the insights? If not, what’s the point?

The true value in data lies in how we use key insights to take informed actions for businesses. In other words, with data storytelling.

4 Steps to Set up Data Storytelling in Your Analytics Practice

Gather: Set up a measurement framework to capture metrics that matter most

First, set performance KPIs that ladder up to your business goals. For more information on how to do this, feel free to reference our Marketing Measurement Playbook. Then, prepare a learning agenda to determine the types of information you are looking to understand from your campaign.

Are there hypotheses you want to validate? Assumptions you want to challenge? Audience learnings you want to gather? Use the agenda to help answer these questions.

Learn: Capture and visualize data to pull key insights

Once the campaign is running, you begin to gather data: this is your “what.” Now, it’s up to you and your media partners to uncover the “why.” Look at the underlying narrative running through your data to build a meaningful story arc.

A great way to do this is by visualizing the data in a way. This method of data storytelling allows you to easily identify trends and understand performance relative to goals. Consider layering campaign data with third party data to see a holistic picture and identify outliers or interesting correlations. Look at the data from a macro lens. This helps weave the micro data points into a cohesive story makes sense to both marketers and external team members like the sales team or the executive suite.

We often talk about blending art and science in our marketing strategies – that same concept applies to data analytics. When communicating results to internal stakeholders, qualitative information with direction from quantitative data often speaks volumes for executives. But only if you tell the right story. You want to layer in context, feeling and understanding – the human emotion and behavior will amplify the data you’ve collected. Knowing the audience and tailoring your story to their point of view will help ensure the information resonates.

Brent Dykes, author of ‘Effective Data Storytelling’, says “Your data may hold tremendous amounts of potential value, but not an ounce of value can be created unless insights are uncovered and translated into actions or business outcomes”. This leads us into the next step: application.

Apply: Transform insights into actionable strategies, and repeat.

Data storytelling provides an opportunity to connect the dots between various media spend across channels and show how they work together to reach your customer when and where it mattered. If done right, it will also show areas that didn’t succeed. Those failures can guide new messaging or creative on particular channels, or the adjustment of certain tactics and spend reallocation. Additionally, it should highlight any gaps between customer touch points and eventual conversion or retention. Lay out clear, actionable steps based on analytic insights to transform your digital marketing strategy.

Refine and Repeat

Marketers create an infinite cycle of improvement through this data feedback loop. The digital ecosystem is constantly in flux. New platforms, privacy laws, consumer behavior and more, creating twists and turns in the media landscape. This process is never perfect. But, by using performance marketing data to tell your brand story, you can ensure it is always evolving and being refined. This practice minimizes media waste and allows marketers to make more informed decisions and craft winning strategies.

“Numbers have an important story to tell. They rely on you to give them a clear and convincing voice.” – Stephen Few

If you need help finding the story in your data, Coegi is here to help. Set up a discovery call with our team to explore opportunities for your brand.

Why Short-Form Video is Critical for Your Brand’s Success

Posted on by Coegi

 

Short-form video marketing is becoming increasingly important for brands to reach consumers. Online video consumption has been growing steadily year over year. In fact, the average person spends over 100 minutes per day watching online videos.

Short-form videos are what consumers want to watch – whether on TikTok, Instagram Reels, YouTube Shorts, or Snapchat Spotlight. The social media giants know this and have shifted their algorithms to prioritize users who utilize these features.

Keep in mind – each social media platform has different placement options and nuances. One video asset copied and pasted on every channel will likely be ineffective.

Find Your Hook

Whether you’re using display video or paid social media, short-form video increasingly wins the day. One study found that attention spans last an average of eight seconds, so getting your brand and message across in an “elevator pitch” increasingly is becoming the norm. 73% of people want to see “entertaining” videos on social media so your content needs to hook consumers immediately.

Gain Authentic Engagement with User-Generated Video Content

Consumers are exposed to over 5,000 ads daily. User-generated content has become crucial to break through the noisy digital landscape. One study found that 75% of consumers don’t accept advertisements as truth, but that 70% do trust other consumer’s opinions. Utilizing user-generated video content for organic or paid social media will help your brand become authentic and approachable to consumers.

GoPro does a great job of using video as a part of their marketing strategy. They use each social media platform for a different purpose, catering to the audience by placement. GoPro shares UGC photos and videos on Instagram, tutorials on YouTube, product announcements on Twitter, and connects with users on Facebook.

Short-Form Video Drives Full Funnel Results

Video is more than an awareness tactic for paid social media efforts. It is crucial to include video at all stages of the marketing funnel. Animoto surveyed 580 consumers, 93% of which said video is helpful when purchasing a product while 71% have purchased a product or service after watching a brand’s video on social media.

One study shows six-second awareness ads are just as effective as a 15-second video for a mid-funnel strategy. Another study found that 25% of TikTok users purchase or research a product after watching TikTok and 92% of users take action, e.g. liking/commenting, sharing, following, or purchasing. Video is now a full-funnel play and a necessary investment to build ROI.

View our Video Marketing Trends and Best Practices here for more tips!

How to Make Brand-Agency Relationships Last

Posted on by Coegi

Account Strategy Director, Danielle Wesolowski, discusses how to improve brand-agency relationships by putting client needs first through a strategy centered on togetherness and collaboration.

Brands, have you ever felt the frustration of receiving a media plan or creative from an agency that was completely different from what you had envisioned?

Agencies, have you ever hung up a client call feeling completely blind-sided about the direction and expectations for your campaign?

Misalignment between brand and agency teams can quickly build into frustration. How can we avoid the missteps that build tension between agency and brand teams and minimize the resulting efficiency losses? The work must start within teams. Then you can develop clear brand-agency collaboration to support strong marketing strategies and positive working relationships.

Coegi has an internal framework surrounding everything we do called the Coegi Way. There are four pillars: attitude, approach, service and culture. Looking through this lens, let’s explore how to build successful brand-agency relationships.

Attitude: The Sky’s the Limit

When initiating a new brand-agency partnership, or just a new campaign, start your process with an open mind. Take time to collaboratively brainstorm with each other – considering out of the box options. Sometimes we become so process-oriented we lose sight of the opportunities in front of us.

Add regular brainstorms into your process to audit competition, evaluate future opportunities, and find new ways to leverage existing capabilities. The goal is to “put yourself in a position with clarity of mind to execute at high levels of efficiency, innovation, and real creativity”.  Delight your client by reimagining possibilities for their brand.

Thought starters for impactful brainstorming: 

  • What are those things we would do if we could just remove the barriers?
  • What’s keeping us from incredible innovation, real creativity, and surpassing client expectations–or our own expectations?

Approach: Empower and Align Teams

Approach your collaborative marketing strategy like a chess board: assess the field of play and then implement your strategy. Both brands and agencies must enable their teams to do great work. To enable means giving people the power to take action, but also giving strength and confidence.

While strong teams value individual contributors, they must work together cohesively as a unit to win. Each person on your team should be providing the same experience to the client no matter who they talk to. If a different answer is given depending on who you ask – the team needs to be realigned. The same goes for in-house marketing teams and executives. If the CMO approves a campaign but the CEO enters the conversation and last minute vetoes key creatives or channels, this can cause major issues. Internal teams must be empowered to make decisions while understanding overall goals before they can effectively work with external partners.

Service: Understand the Client’s Needs

Agencies build lasting and trusting relationships with brands when they demonstrate a strong understanding of the client’s needs and provide tactical plans to act on those needs and deliver impactful solutions. The expectation we set for account team members at Coegi is, 

“An individual should be able to demonstrate a full understanding of their clients’ business needs and translate this knowledge into an actionable cadence of strategic and tactical plans leveraging the strengths of integrated digital communication channels to deliver consistent, differentiated and valued customer experiences.” 

This is crucial because 30% of marketing professionals surveyed believe not understanding their brand completely is the top barrier to successful brand-agency relationships, according to eMarketer.

We often take client requests and run with them. This is especially true in performance media, where campaign activation is agile and ever-evolving. When possible, facilitate more discussions before the tactical phase. Really understand client goals first and define the best way to reach those together. For example, when a client gives you a specific target audience, talk through the justification for that audience. Also, explore other potential options, and ensure their plan is optimized to reach their goals and aligned with your capabilities.

Culture: Meet Clients Where They are Comfortable

Translate your culture as an agency or team to your client. Find ways to connect with brand teams to allow both cultures to play off each other. Open the right communication channels to make your client comfortable whether it be group Zooms, 1:1 calls, or short emails.

Keith Schwartz, CEO of Bounteous, quotes, “It’s really about forming a partnership where you can leverage the best of both organizations. Mature business leaders understand that having a partner with knowledge capital about their industry creates a lot of value.”

A MediaCause article issues a warning, “ if you don’t establish a partner relationship from the start, you’ll more than likely forever be treated as a vendor.”

Never underestimate the importance of relationship building to gain trust with your client. Go beyond that vendor relationship to become a true partner. Give them space to talk candidly about problems, ideas, and goals. Provide honest feedback to each other. You can gain so much more from the client if you create these open communication opportunities.

To sum everything up, my advice is simply this: slow down and focus on collaboration.

3 Questions to Start Improving Your Brand-Agency Relationships:

  1. Where do you find the biggest challenges in understanding client needs?
  2. What are the biggest barriers to developing strong and trustworthy client relationships?
  3. What would you like to do differently to enhance those relationships?

If you’re interested in exploring a partnership with Coegi, contact us today to schedule a discovery call.

3 Tips for Better Performing Video Content

Posted on by Lindsey King

The Top 3 Benefits of Video Advertising

Are you capitalizing on the benefits of video advertising?

Programmatic video advertising is growing rapidly. Many growth brands are seeing the benefits of incorporating this highly engaging medium in their marketing mix.

However, there are still those who are unwilling to make the upfront investment to create these assets, fearing it requires too much money and too much time. That’s understandable, especially for brands operating with a very lean marketing budget.

Coegi’s Director of Marketing, Elise Stieferman, shares three reasons why your brand should avoid leaving video out of the marketing strategy:

The Opportunity Cost of Not Using Video Ads

To summarize that video, there are three reasons why brands are missing out if they aren’t leaning into video advertising.

#1 Video Drives Incremental Sales

It may not seem blatantly obvious, but brands are actually losing out on sales if they aren’t investing in video. Historically, video has been seen as an upper funnel tactic. It’s all about awareness and gaining brand rapport. This can be true, especially for a longer form video where you’re telling a story. But videos are also very integral to building consideration before purchasing a product. Sometimes, it even leads to the end conversion.

This is especially true of short form videos. I know a lot of people are afraid of six-second videos not being effective. However, that’s the way digital is going these days. Obviously, there’s a lot of things trying to grab consumers attention, especially on social media. So brands have to quickly explain the value of the product and compel action. 

Video advertising is a more personal way to connect with the consumers. It’s more impactful in a lot of ways than a display ad. Those are simply static banners, whereas video is compelling you to stop, pay attention and consider the next steps 

#2 Video Improves the Customer Lifetime Journey

The second thing brands should consider is the customer lifetime journey. Video can build greater affinity. This is especially true for people who already know your brand. It’s easy to pivot to other brands with a similar offering, especially if it’s lower cost. But if you use video to build connection and affinity, it will be positive for your brand.

Another thing to consider is how you can use video to educate the consumer. Think about creating useful how-to videos. Help them visually see the value in investing in your brand. Then, there’s the excitement around generating new leads for your brand using video. 

But there’s also the consideration of building repeat purchasers. For example, serving videos that highlight different products to upsell or compliment their existing purchases. There’s no better way to do that than this very highly engaging medium.

#3 Video Increases Brand Recognition

Lastly, video can generate buzz around your brand. Of course, people appreciate reading reviews online. But when you think about platforms like TikTok and YouTube, video is really what’s capturing attention. It’s a very shareable medium. If you want to go viral and create a moment for your brand, video is the way to go. 

Video can seem expensive. But it doesn’t have to be high production quality. It can be user-generated content that comes from your iPhone that’s six seconds long and that even feels more authentic on social platforms. 

The longer we wait to dip our toes into the water, the further behind we’re going to be for our brands. Now is the time to invest in video and understand you are going to get that return. It may be a longer journey before you see that investment come back, but it ultimately will feed into your bottom line.

Now that we know the benefits of using video, let’s explore how to maximize the impact of your video ads.

How to Create Better Performing Video Advertisements

“Humans are incredibly visual and powerful, moving images help us find meaning…video helps capture and contextualize the world around us.”

– Dan Patterson, Digital Platform Manager for ABC News Radio

Digital video consumption is on the rise and forecasted to reach $12.66B by 2024. How are marketers adapting to changing consumer trends and creating better performing video content?

Recent studies show that the increased ad spend towards digital is a worthy investment as video is the #1 preferred content form to see from brands on social media. Additionally, video has major down funnel implications. 71% of consumers report purchasing a product or service after watching a brand’s video.

Compiling a quick video and using it across all channels, however, is not a strategy that drives results for businesses. Consider where and how long you have your audiences’ attention. This will help you avoid wasting the resources and budget you have dedicated to high performing video content. Your videos must also be intentional, authentic, and targeted to resonate with your audience.

3 Tips to Improve Your Video Marketing Content:

#1 Remember time is money

With the recent popularity of short-form video formats like TikTok and Instagram Stories, conversions are now outperforming longer-form video. Brands have mere seconds to capture their audiences’ ever-shortening attention. According to a report by Analytic Partners, this shift has translated into much higher ROI for 6-second videos (127%) than it does 30-second videos (58%).

 

Long-format videos certainly have their place, but when designing ad campaigns, make sure your content catches attention immediately and keeps your audience captivated throughout. Shortening viewing times also mean you need to make sure your product and brand both appear within the first few seconds. Otherwise, the user will likely scroll away before they understand your offering.

#2 Meet your audiences where they are

Not all video viewing experiences are the same, especially when you consider the difference between desktop and mobile viewing.  Penthera reports that 74% of consumers are watching video content on their mobile device or tablet, where the standard horizontal video appears much smaller and allows other content to be displayed along with it. With multiple items competing for attention, the viewer may decide to continue on to the next item instead of consuming the entirety of your ad. To combat this, consider framing your videos vertically so the video fills the screen. This makes your ad easier for viewers to see and focus on.

92% of consumers now watch video on mobile with sound off. So designing ads to be seen and understood without audio has become crucial. This could be telling your story entirely through visual elements or adding closed captioning to the final product. According to a report from Verizon Media and Publicis Media, “when captions are available, 37% of viewers said they are encouraged to turn the sound on.” These videos seem more interesting, and 29% said that even with the sound off, they were better able to understand the video because of the captioning. With that in mind, incorporating captions can be an easy way to boost video campaign ROI without increasing your budget.

#3 Be a story-teller, not a movie director

The single most impactful component of video performance is the creative. An Analytic Partners study found, 70% of the potential ROI comes from the creative itself.” This does not mean, however, that you “push out Oscar Award-winning video content for every commercial or video,” as our Account Strategy Director, Maggie Gotszling, said when asked about her recommendation for better performing video. There are baseline levels of quality to aim for: decent resolution, good lighting and audio. But, the key for video performance is to capture the viewer’s attention with visual interest and a strategically designed story.

In a recent publication, The Lab outlines several principles to consider while strategically designing your video content. There were three on their list we think are especially impactful for improving marketing ROI:

  1. Be short and succinct
  2. Flip the standard storytelling arc
  3. Build visual interest with eye-catching graphics.

Short and succinct messaging serves two purposes. First, making sure the viewer has a chance to consume the message fully before they scroll. Second, ensuring your messaging is clear and memorable, leaving no room for confusion. If the video has too much fluff, complexity, or goes on too long, you risk losing their attention.

When you shorten the message, also consider rearranging the story arc so the most engaging piece comes first. Historical story arcs take their time. First they establishing key elements and players. Then they build to an energetic conflict and eventually resolve the issue at the end.

To grab and keep attention with video ads, however, you’ll want to flip the script. Start the story with the high energy moment and conclude shortly after. This will “slow the scroll” of your viewer and hold their attention more effectively. If your video needs to be on the longer side, add multiple twists and turns throughout to sustain interest.

Another way to grab viewers attention is to add visual interest with eye-catching graphics and fast-moving edits. Our eyes naturally follow things that move quickly, so adding this will also contribute to scroll-slowing. When you combine these cuts with the shorter message and flipped story arc, you will have done the bulk of the needed work to hook your audience and lay the foundation for conversion.

Key Takeaways: 

  • Time is money: Get to the core of your message and display your branding/offering as soon as you can.  If you opt for a longer video, design the messaging strategically (see Takeaway #3).
  • Meet your audience where they are: Design the frame and video contents for mobile viewing. Crop the frame vertically, rely on visual storytelling and/or include closed captioning.
  • Be a story-teller, not a movie director: Reach basic technical quality standards then focus your efforts on crafting an effective story arc. Start with a bang and include surprising twists and turns.

Recommended Reading:

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Coegi Recognized as One of Adweek’s Fastest Growing Agencies

Posted on by Coegi

We are incredibly honored to announce that Coegi was ranked one of Adweek’s top 75 fastest growing agencies in the US and around the world for two years in a row. After the uncertainty of the past few years due to the ongoing pandemic, this recognition is especially meaningful for us. We know it was difficult for many to see growth in such an unpredictable market and changing workplace environments, but we are proud to see that the dedication of our staff and data partners allowed us to continue to support and lift up our clients. Coegi’s strong culture made up of hard-working, passionate individuals allowed us to learn, grow and ultimately thrive as an organization during one of the most unpredictable years in history.

Our President, Sean Cotton, shares his thoughts on why Coegi was able to still grow during this time and what it means for our staff and our clients to be one of the fastest growing agencies.

What Makes Coegi a Great Place to Work

Posted on by Coegi

The coronavirus pandemic permanently altered the workforce and workplace. Many people lost their jobs or suddenly had double the workload to complete during the same 40-hour workweek. There is an entire niche of TikTok where users share their frustrations working in corporate America during the pandemic.

In previous roles, some of my hardest working coworkers became burned out due to the culture and lack of support from leadership, leading to high turnover. The experience at Coegi is a refreshing change from that high-stress environment and is truly a great place to work.

Coegi came into my life during a time when my anxiety levels were at an all-time high. From the first interaction, I could tell that this company was different. I had three levels of interviews and I could tell the employees genuinely enjoyed their work. The last interview was with Sean Cotton, our president, who took the time to get to know me and explain Coegi’s culture.

When I started with Coegi, I spent the first two weeks learning all about the company. Through various training modules, I learned about its employees, social media, programmatic media, and how everything works together. I was given ample hands-on training to help fill my gaps in professional knowledge and be set up for success.

The first part of Coegi’s manifesto states: “We believe in the household names, and the ones who are on their way. The ones grinding, defining and refining their worlds. The ones who know that growth requires purposeful innovation, strategic activation, and a media team they can believe in.” Every single employee believes and lives this out daily. Everyone who works at Coegi genuinely loves what they do. We make it a priority to be on the cutting edge of social and programmatic advertising. We gain certifications in platforms like Facebook, The Trade Desk, and Google Analytics to grow our careers and capabilities.

Coegi and its leadership understand that its employees are the company’s heart and soul. Beyond creating a positive work environment, there are many initiatives to improve employee morale that even the leaders participate in. These include a biweekly book club, mentoring program, weekly company-wide lunch trainings, legitimately fun outings, yearly retreats, and more. Many companies required employees to be fully in-office as soon as it was allowed. Coegi hits a happy medium by providing the flexibility to both work remotely and come to the office for collaboration.

There are many reasons why Coegi is a great place to work. But the bottom line is that the leadership team supports and trusts its employees. If you’re a marketer looking for a place to work, come join our team!

https://www.youtube.com/watch?v=eKko0_gG4Wk&feature=youtu.be

Connected TV: A New Frontier for Targeted Healthcare Marketing

Posted on by Coegi

Why is CTV a must-have for healthcare marketing?

In the ever-evolving world of digital advertising, marketers are constantly looking for the next opportunity and channel. Connected TV, in particular, is quickly gaining traction with a an increase in spending from $7.2B in 2021 to $9.39B in 2022. Here are a few reasons why:

  • Incremental reach
  • Segmentation & targeting
  • Positive consumer experience
  • Cost efficiency
  • High consumer engagement
  • Proven ROI & measurable outcomes 

Large entertainment and retail brands have been quick to implement CTV into their marketing plans. However, the pharmaceutical and healthcare sectors have been slower to adopt. This leaves a huge opportunity for brands to pave the way in an unsaturated and underutilized space. 

Reach Niche Healthcare Segments

Traditionally, linear TV has been a core method used to reach broad healthcare audiences, often with a “spray and pray” approach. By using 3rd-party data partners, such as PulsePoint, advertisers can identify highly specific and reliable healthcare patient and provider audiences while maintaining HIPAA compliance. One to one consumer matching is overlaid on top of CTV buys driving campaigns directly to the core audience. For niche consumer demographics, this audience-first approach reaches high-value, addressable segments without overspending on mass media buys.  The content relevancy then enhances the user experience by serving relevant content in an engaging, large screen format.

Build Incremental Reach Across Media Channels

High quality video content is the memorable media to engage pharmaceutical audiences. However, consumers are fragmented across various screens and platforms. Programmatic CTV allows health and pharma brands to reach audiences across channels, staying top of mind and driving incremental reach. CTV bundled with linear TV and other digital programmatic buys work together to reach unique audiences as well as meet consumers across channels in a non-invasive way. Cross-channel integration platforms, such as The Trade Desk, can ensure you are reaching the right audience with the appropriate frequency, avoiding any siloes or ad fatigue. 

You can read our CTV Advertising Best Practices Q&A with The Trade Desk here.

Drive Health-Focused Outcomes with Measurable Results 

At Coegi, data is the core of what we do. CTV brings that data-driven aspect to the former wild, wild west of television advertising. One of our subject matter experts in the healthcare and pharma space, Colin Duft, stated, “CTV for healthcare marketing is an untapped space eliminating barriers from a cost to market perspective. TV is now an accessible market for pharmaceutical players.”  With CTV measurement capabilities, advertisers can now validate this channel and pull detailed insights on campaign impacts. There is a greater ability to connect TV campaign results to business goals and outcomes. 

HIPAA Compliant Targeting & Consumer Trust

Healthcare advertisers are often deterred by privacy laws and concerns when it comes to targeting individuals or sensitive patient sectors. However, consumers are becoming more open and are even expecting personalization from brands. A recent study showed that after direct mail, TV and radio ads are the most highly trusted media formats for advertising.  A TV ad for a specific health condition can feel less invasive, yet still applicable and relevant.  With third-party data partners, personal information is de-identified for HIPAA compliant targeting. As an additional resource, the NAI provides this healthcare targeting guide to help determine whether targeting efforts or data segments are considered sensitive.

Implications for Healthcare Brands

  • The time is now for CTV 
    • This is an opportune time for health-focused brands to capitalize on the CTV space. Users are cutting the cord, building an increasing demographic of users only reachable through streaming TV.
  • Precision buying optimizes TV ad budgets
    • Replace bulk linear buys with efficiently targeted ad placements.
  • Measurable results empower brands
    • Gather advanced demographic information and data from CTV ads to optimize campaigns, creatives, and audience sectors.

View our full healthcare marketing guide to learn more.

Download Coegi’s Healthcare Marketing Guide

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