The Path to Purchase Extending the Brand Through the Entire Purchase Funnel
Leadership and Marketing Excellence OPTIMIZING DIGITAL MARKETING SPECIAL SECTION: CONNECTING VIDEO AD SPEND TO SALES THE PATH TO PURCHASE EXTENDING THE BRAND THROUGH THE ENTIRE PURCHASE FUNNEL JULY 2016 Oral_Care_ROI-ANA3.pdf 1 6/21/16 5:40 PM A Leading Oral Care Brand Challenged Us To SELL MORE TOOTHPASTE WITH VIDEO WE DELIVERED RETURN $4.43 On Ad Spend C M Y CM MY CY CMY K Results Speak Louder. Period. SHUTTERSTOCK.COM www.eyeviewdigital.com Leadership and Marketing Excellence CONTENTSJULY 2016 Board of Directors Get more out of this issue ROGER ADAMS, USAA at ana.net/julymag16, PAUL ALEXANDER, EASTERN BANK with tweets, links, video, a full PDF download, and more. DANA ANDERSON, MONDELEZ INTERNATIONAL LINDA BOFF, GENERAL ELECTRIC CHRIS BRANDT, BLOOMIN’ BRANDS ROB CASE, NESTLÉ 03 GAURAV CHAND, DELL DAVID CHRISTOPHER, AT&T CHRIS CURTIN, VISA JERRI DEVARD DEANIE ELSNER, KELLOGG SANJAY GUPTA, ALLSTATE JACK HABER, COLGATE-PALMOLIVE JON IWATA, IBM BRADLEY JAKEMAN, PEPSICO GERALD JOHNSON II, AMERICAN HEART ASSOCIATION JEFFREY JONES II, TARGET JOHN KENNEDY JR., XEROX RICH LEHRFELD, AMERICAN EXPRESS 14 KRISTIN LEMKAU, JPMORGAN CHASE CHANTEL LENARD, FORD ALISON LEWIS, JOHNSON & JOHNSON BOB LIODICE, ANA PAGE #ANALOG ROB MASTER, UNILEVER NADINE McHUGH, L’ORÉAL 02 Something’s brewing between Outlook and Starbucks; the current TONY PACE and future rates of ad blocker use in the U.S.; momondo proves MARC PRITCHARD, PROCTER & GAMBLE traveling is in our DNA; upcoming events; quick facts; and more. RAJA RAJAMANNAR, MASTERCARD TONY ROGERS, WALMART DIEGO SCOTTI, VERIZON PAGE WHAT BRANDS HAVE IN STORE JAMES SPEROS, FIDELITY INVESTMENTS 04 Thanks to new technology and the opportunities it affords brands MEGAN STOOKE, GENERAL MOTORS MARC STRACHAN, DIAGEO to reach consumers, marketers are finding more opportunities to NUNO TELES, HEINEKEN deliver messaging all along the path to purchase.
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