Digitas, Wpromote, Known, Critical Mass and Juice Media are 2024 Digiday Media Buying and Planning Awards finalists
The Digiday Media Buying and Planning Awards recognize the most successful companies, campaigns and technologies in the modern media landscape. This year’s finalists focused on data-driven decision-making, innovation and technology, client collaboration and partnerships, and — perhaps most importantly — adaptability and agility.
A standout for one of several new categories this year — Best Agency Partner — is Digitas. Digitas and CVS combined forces into one total search team and crafted a bespoke search trends tool, leveraging machine learning to drive insights and stay ahead of changing consumer behaviors. The results were impressive, from the highest marketing mix modeling ROAS of any CVS marketing channel to 40 million store visits and a 20% surge in website traffic. This partnership underscores a commitment to delivering efficient, forward-thinking strategies that provide CVS competitive advantages in the healthcare industry.
Wpromote emerged as a Best Use of Data finalist for its collaboration with Intuit QuickBooks. The company demonstrated a meticulous approach to optimizing non-brand paid search. By establishing a comprehensive geo test and data analysis, Wpromote proved the incremental value of non-brand spend, leading to strategic budget reallocation and impressive results. Notably, non-brand conversions surged by 33%, revenue increased by 77% and ROAS improved by 2%. This innovative, data-driven strategy enhanced paid search campaigns and transformed QuickBooks’ overall digital marketing approach, showcasing the power of precise data utilization in driving sustainable business growth.
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Source:: Digiday
