Super Bowl 2022, Winter Olympics marketing transformed by data


The data Super Bowl

Avocados From Mexico will use its airtime in the upcoming Super Bowl LVI broadcast to drive brand awareness, but as Ad Age’s Asa Hiken reports, the produce brand “is also looking to find ways to use its Big Game commercial to better identify its consumers and, most importantly, direct them to make a purchase”—with help from a digital activation called “House of Goodness.”

“At the heart of this campaign,” Hiken adds, “is a new marketing strategy that blends brand and performance metrics. Dubbed ‘brandformance,’ it is an approach that hinges on developing robust consumer profiles, said Ivonne Kinser, VP of marketing and innovation at Avocados From Mexico.”

Essential context: “These profiles are built using first-party data,” Hiken notes, “which the campaign will seek to acquire via shoppable content. … Powered by a deal with e-commerce software MikMak, which itself has teamed with data platform LiveRamp, Avocados From Mexico will receive a detailed view of consumers who are driven to purchase, including psychographic (traits on psychological attributes), demographic and behavioral information.”

Keep reading here.

Macroeconomic news and data in a nutshell

“Inflation at 40-year high pressures consumers, Fed and Biden,” per the Associated Press.

“Inflation: What’s driving it, who benefits and when will it end?,” from the Los Angeles Times.

“Mortgage Rates Jump to Highest Level Since March 2020,” The Wall Street Journal reports.

“U.S. jobless claims rise by 23,000 to 230,000,” ABC News reports.

Previously:  “U.S. advertising employment increased by 2,300 jobs in December,” from Ad Age Datacenter.