CTV Advertising Strategies:

Insights from CTV leaders at Dentsu, Horizon Media and more

SECURE YOUR SEAT

From new-car scents to splurge alerts: How Ally differentiates on experience

At the most recent Detroit Auto Show in January, one of the buzziest booths bottled up new car smells for car fanatics to sample. People could also create their favorite scents by combining smells, and 50 of them later had those bottled smells sent to them. The presenting brand: Ally, a digital bank.

The objective wasn’t to create a new Ally-branded fragrance line, but to give customers a memorable experience of the brand. It’s a way that Ally — which does a lot of auto-financing — tries to makes its marketing as tangible as possible while remaining a digital bank without any brick-and-mortar branches.

Ally is grappling with the lack of a physical footprint by diving into marketing that emphasizes experiences tied to a physical location — whether it’s a memorable scent; a gift sent by a drone; or a geofence-activated alert that tells a customer they’re near the store where they make the most purchases.

Read the full story on tearsheet.co

 

https://digiday.com/?p=259146

More in Marketing

Retail media’s mid-2025 reality: Why advertisers are going all in on full-funnel

Retail media’s meteoric rise may finally be leveling off — and that’s forcing advertisers to take a harder look at what they’re getting for their money.

TikTok might be working on a standalone U.S. app, but marketers aren’t sold on the idea – yet

TikTok is developing a lifeboat for its American business, but media buyers are wary of advertising implications.

Bold Calls for the back half of 2025

Now’s a good moment as any to take stock —and make a few bold calls about what’s coming next.