Merrell boosts streamed advert strategy
The company is running advertising campaigns across a number of streaming platforms.
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The US-based Merrell footwear company is significantly increasing its advertising on ‘connected television space’ (CTV), which allows a customer to watch TV or video content on an internet-connected device. This strategy is intended to more effectively reach Merrell’s target audience and boost brand awareness as shoppers spend more time watching streamed content and move into other digital spaces.
According to Jane Smith, senior director of digital marketing at Merrell, Over half of the company’s advertising budget will be spent on CTV promotions during 2022 – a considerable increase on the 5 per cent proportion last year. Merrell is currently said to be running three advertising campaigns across a number of streaming platforms, including DirecTV, Hulu, Pluto TV, Roku and Sling TV. The company states that CTV’s targeting and measurement capabilities provide insight down to the minute at which the message was shown, as well as the platform involved and where customers’ journeys then took them.
This article was originally published on page 2 of the April 2022 issue of SATRA Bulletin.