Brandon Courtney’s Post

As I head to the airport for this year’s Cannes Lions, I am equal parts bullish, excited, and a little nervous. Not only will this be my first time at the world’s largest advertising festival, it’s also the first official Cannes presence for Kroger Precision Marketing. We're going to Cannes because we can't just watch from the sidelines. Retail sales are the ultimate proof of advertising's power, so we have a responsibility to be at the industry's biggest global event. Measuring true sales impact is a more complex conversation than just talking about impressions and clicks—but the end result is worth the effort. Starting Monday, we will be hosting panel discussions each morning and appearing on stages throughout the festival. In partnership with WPP/GroupM, we've got an all-star lineup of sessions on audience-first planning for Monday morning: 🌟 Cheap Impressions Aren’t Cheap—featuring Scope3’s Brian O'Kelley, IAB’s Jeffrey Bustos, and choreograph’s Rich Astley 🌟 You Are What You Buy—featuring LiveRamp’s Kevin Dunn and Mindshare’s Nancy Hall 🌟 Creating the Happiest Place in CTV—featuring Disney Advertising’s Dana McGraw, Colgate-Palmolive’s Diana Haussling, and Wavemaker’s Alison Karp Stay tuned—I’ll be sharing insights and highlights from Cannes throughout the week. #Advertisingandmarketing #Media #CannesLions #KrogerPrecisionMarketing

We've helped Cinemark grow their media plan from 7 main spending channels to 13. Here’s the full breakdown: But first, one preliminary note: A lot of that work happened outside of LiftLab. It takes time to figure out a strategy. Each new channel has specific creative needs and requires an understanding of the target audience. There's a lot of collaboration between the ad platform, the agency, and the marketing team. I salute all the work that goes into that. Another thing that’s unique about Cinemark is Jeff Irvingson-Veldt. He's one of the few analytics leaders I've met who's made the leap to OWNING the marketing P&L. You don't need a stint in statistics like Jeff to be ahead in marketing. But his approach of needing proof that a new channel works is something every marketer can learn from. So, here's where we came in: We helped them determine whether that spend is efficient, how much more they can spend on it and what the target funding for this new channel is. If you've got that playbook right, you can do what Cinemark did - rinse and repeat. Ideate, decide on the next channel, and have the same measurement plan in place to answer those questions. Not many have successfully moved from seven to 13 channels with confidence that their media spend is yielding increased revenue. Well done to the Cinemark team. We've been excited to collaborate with you. #marketing #marketingscience #marketinganalytics

We've helped Cinemark grow their media plan from 7 main spending channels to 13. Here’s the full breakdown: But first, one preliminary note: A lot of that work happened outside of LiftLab. It takes time to figure out a strategy. Each new channel has specific creative needs and requires an understanding of the target audience. There's a lot of collaboration between the ad platform, the agency, and the marketing team. I salute all the work that goes into that. Another thing that’s unique about Cinemark is Jeff Irvingson-Veldt. He's one of the few analytics leaders I've met who's made the leap to OWNING the marketing P&L. You don't need a stint in statistics like Jeff to be ahead in marketing. But his approach of needing proof that a new channel works is something every marketer can learn from. So, here's where we came in: We helped them determine whether that spend is efficient, how much more they can spend on it and what the target funding for this new channel is. If you've got that playbook right, you can do what Cinemark did - rinse and repeat. Ideate, decide on the next channel, and have the same measurement plan in place to answer those questions. Not many have successfully moved from seven to 13 channels with confidence that their media spend is yielding increased revenue. Well done to the Cinemark team. We've been excited to collaborate with you. #marketing #marketingscience #marketinganalytics

Every year, the Super Bowl generates billions of dollars in economic activity, transforming host cities into epicenters of business opportunities: 🌆 A massive economic impact for host cities: Hotels, restaurants, and transportation services experience a massive surge in demand, with some cities reporting over $500 million in economic impact from hosting the Super Bowl. This year, the event takes place at the Caesars Superdome in New Orleans, providing a significant boost to the local economy through increased tourism, consumer spending, and media exposure. 🏈 Brands & Sponsorships: With over 123 million viewers in the US and 82 million globally, companies are willing to spend up to $7 million for a 30-second ad. In 2025, companies like Anheuser-Busch, Meta, PepsiCo, Frito-Lay, Taco Bell, and Uber Eats have invested heavily to capture this global audience. 🎫 Ticket Sales: For the upcoming game, ticket prices start at approximately $5,550, with an average price around $10,474. Premium seats can reach up to $64,000! 🍺 Game Day purchases : In 2024, total spending on food, drinks, apparel, decorations, and other purchases for the day was expected to reach a record $17.3 billion, or $86.04 per person. 🎸 Halftime Show Performers: This year, Kendrick Lamar will headline the halftime show, with SZA joining as a special guest. Beyond prestige, performing at the Super Bowl translates into massive financial benefits for artists: - Shakira & Jennifer Lopez in 2020 saw a massive increase from 1,000 to 16,000 downloads in a single day. - The Weeknd in 2021 jumped from 6,000 to 32,500 units the day of the event. - Shakira & J.Lo saw a 200%+ increase in streams post-performance, and The Weeknd recorded 48.9 million streams in two days on Spotify and Deezer. - After his 2019 Super Bowl performance, Travis Scott doubled his concert fees, jumping from $500,000 to $1 million per show. In France, the Super Bowl has seen a steady rise in viewership on beIN SPORTS France and M6, with over 1 million late-night fans tuning in despite the time difference. This growing international interest is pushing brands to adapt their advertising strategies and target European audiences, from streaming platforms to localized sponsorships. The Super Bowl's influence extends beyond American borders, strengthening each year in the international market. #SuperBowl #AmericanFootball #SportsMarketing #NFL

Before heading into the weekend, here’s what’s “Top of Mind” for me this week in industry news: Read: Dunkin’s latest cohort of “Dunkin’Terns” includes top streamers, musicians, stylists and more to promote its summer beverage lineup. As brands look to hook millennials and Gen Z, success lies in campaigns that speak to their varying interests. https://lnkd.in/eyJv4VQB Think: NBC is tapping nearly 30 content creators through a “Creator Collective” to engage younger audiences around the Olympics. Will NBC set a new precedent for major networks to tap creatives for other marquee broadcast moments, like the Super Bowl and Awards Season? https://lnkd.in/ey8JahKi Know: While many brands have turned some of the world’s most recognizable landmarks into activations with the help of AR and digital integrations, MAX took OOH advertising to the next level. To celebrate the “House of the Dragon” season 2 premiere, MAX brought the 270-foot dragon Vhagar to life on the top of the iconic Empire State Building. https://lnkd.in/eAx6Kg5N

Pantheon Hires Head of Brands Pantheon Media Group, formerly known as Asylum Entertainment Group, has brought in Kelly Mullen as head of brands. https://lnkd.in/ek82FNmT

FYI: Typo makes Coors DOOH campaign go viral (Billboard Insider): This is a terrific example of how digital OOH ads can go viral. Typo or not. The buzz on this has everyone talking about. Will be interesting to see who has it right.   #DOOH #digitalbillboards #digitalsignage

ICYMI: Typo makes Coors DOOH campaign go viral (Billboard Insider): This is a terrific example of how digital OOH ads can go viral. Typo or not. The buzz on this has everyone talking about. Will be interesting to see who has it right.   #DOOH #digitalbillboards #digitalsignage

🚨 Top 10 Television Advertisers (Dec 30, 2024 - Jan 5, 2025) 🚨 The latest rankings for national television advertising reveal some exciting changes! The Brick remains in the top spot, with Crave TV moving up to second place, followed by Sleep Country Canada in third. Peloton Interactive made a big leap into fourth, while Subway and McDonald's continue to perform well in the top 5. Wayfair, trivago, A&W Restaurants, Inc., and Government of Canada also made impressive moves up the ranks. At Adease, we provide real-time insights into TV ad performance, helping businesses optimize their strategies and stay ahead of the competition. Interested in taking your television advertising to the next level? Reach out today and let’s maximize your brand’s impact! #Advertising #Media #Marketing #TopAdvertisers #Television #Canada #AdTrends #AdeaseMediaResearch