Digital analytics have come a long way in the past couple years. More reliable tracking mechanisms, advanced software, and broader understanding of how to measure the impact of channels has made us all smarter. However, we’ve also become guilty of occasionally jumping to conclusions too quickly now that we can see performance by channel on a minute to minute basis. We may inject spend into test cells that appear to be performing well only to find what appeared to be a great pocket of performance was actually a statistical blip. Or, we may pull money out of seemingly under-performing channels and discover overall program results plummet because cause and effect correlations were not taken into consideration. There are many victims of overzealous budget re-allocation but Display Prospecting tends to be one of the most popular.
Don’t get me wrong, I love seeing the high ROIs from dynamic remarketing and the low CPAs from advanced search strategies boost overall results. But, I try not to forget where the qualified volume came from to support a successful remarketing program or where the awareness came from to deliver branded search results.
We recently ran a series of controlled tests within the retail space to quantify... Read more
Lexus is pushing the limits again - just in time for this year's big SI Swimsuit Issue.
There was that 3D projection mapping experience on an LA Hotel a while back. And in October, the brand brought a print ad to life with the help of a handy iPad.
This time out, Lexus is going a bit simpler, keying into QR codes - the scanning of which reveals models kinda-sorta hidden in SI print ads for the new IS.
Still, the pursuit of perfection could have added a little more punch to the reveals than just having the models strut toward us. Integrating with the car in some fashion - or really just doing anything a little more interesting - would have been a better pay off for going to all the trouble.
Okay, it's still pretty cool. And it's apparently just the opening act. According to ADWEEK, the Lexus IS is also included in Sport Illustrated's first-ever 3D projection mapping experience on the facade at Caesar's Las Vegas.
Get the full scoop here.