Super Bowl 2022, Winter Olympics marketing transformed by data

Super Bowl data

Avocados From Mexico will use its airtime on the upcoming Super Bowl LVI broadcast to increase brand awareness, but as Ad Age’s Asa Hiken Reports, the fruit and vegetable brand “is also looking to find ways to use its Big Game advertising to better identify its consumers and, more importantly, entice them to make a purchase” – with the help of a digital activation called “House of Goodness”.

“At the heart of this campaign,” adds Hiken, “is a new marketing strategy that combines brand and performance metrics. Dubbed “brandformance,” it’s an approach that relies on developing strong consumer profiles, said Ivonne Kinser, vice president of marketing and innovation at Avocados From Mexico.

Essential context: “These profiles are built using first-party data,” notes Hiken, “which the campaign will seek to acquire through shoppable content. … Powered by an agreement with e-commerce software MikMak, which has itself paired with the LiveRamp data platform, Avocados From Mexico will receive a detailed view of consumers who are driven to buy, including psychographics (traits on psychological attributes), demographics, and behavioral information.

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News and macroeconomic data in brief

“Inflation at 40 years of strong pressure on consumers, the Fed and Biden”, by the Associated Press.

“Inflation: What’s Driving It, Who Benefits From It, and When Will It End?” » from the Los Angeles Times.

“Mortgage rates reach their highest level since March 2020” The Wall Street Journal reports.

“U.S. unemployment claims rise 23,000 to 230,000,” ABC News reports.

Previously: “Advertising employment in the United States increased by 2,300 jobs in December”, from the Ad Age data center.

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