Connect with execs from The New York Times, TIME, Dotdash Meredith and many more
Vibrant Media Branded Content: P&G Crest and MediaVest are using the power of contextual advertising to drive results. Click here and cast your vote for the winners of the 4th Annual Vibrant Awards, which recognize the best in contextual advertising. Voting must be completed by Oct. 27 for your selection to count.
Crest Turns Teeth-Whitening from a “Have-To” to a “Must-Do” with Dynamic Creative
Client/Agency: P&G Crest/MediaVest
Campaign: Crest 3D White 2 Hour Express WhiteStrips
Campaign objective: Crest sought to engage and educate its target audience of health and beauty conscious women about Crest 3D White 2 Hour Express Whitestrips.
Contextual Strategy: Last minute party or date? No problem. With this new innovation you can have white teeth in just 2 hours. The campaign was contextually targeted across 10 different content categories within beauty, fashion, travel, lifestyle and health web content. The creative changed dynamically to address critical “white-teeth life moments” such as job interviews, your wedding day and hot dates. It also highlighted two hour long activities during which you could whiten your teeth during, like yoga or a road trip.
Creative Execution: Vibrant and MediaVest created in-text and display ad creative that dynamically changed based on the keyword or subject of the article. For example, an ad appearing within a wedding planning article would dynamically change to “Hey Brides! There’s still time to obtain a perfect smile.”
More in Media
YouTube’s AI slop crackdown has creators concerned, marketers cheering
Despite the potential crackdown, both creators and marketers broadly view YouTube’s updated policies as a positive move. They believe it indicates that the platform is paying attention to the ways creators are using AI — and that it’s open to AI tools that don’t result in the propagation of so-called “AI slop” videos.
Jargon buster: The key terms to know on AI bot traffic and monetization
Here’s a breakdown of the emerging vocabulary of AI-media economics, what these terms mean, and why they matter now.
Digiday+ Research: Publishers identify the top trends among Gen Z readers
Gen Z makes up a very small percentage of publishers’ readership, but those Gen Z audience members are consuming their news anytime, anywhere.