"You Can't Sell Dove on Horseback" - David Ogilvy & Why Context Matters

"You can't sell Dove on horseback" was David Ogilvy's response to the media pitch from Have Gun, Will Travel when they wanted a large consumer products advertisers to buy ad spots on the most popular TV show at the time. 

He knew that context matters and although Have Gun, Will Travel would give Dove the scale to reach the mass audience that it needed to reach, that the results of associating the brand in an inappropriate context would not generate the results he needed. 

Today's digital advertising world is filled with audience extension, networks, DSPs, SSPs, Marketplaces and Exchanges that all chase after eyeballs. With all of the technology and data targeting we employ we still get abysmal results. Maybe we need to take another look at where our ads are being shown. Maybe premium brands should live alongside premium content. 

Take a look at how Lincoln leverages their media spend on the New York Times by integrating with the site and delivering their advertising message. Click on Lincoln's ad in either the ears along the masthead or on the 300x600 and see how the New York Times adds value to their brand.  

• Live Link: http://goo.gl/HVPhr
• Demo Reel: http://vimeo.com/65927875

When working tirelessly to maximize the ROI of your digital ad spend, reaching your desired eyeballs in the right context can make a tremendous amount of difference. 

This is just one example of the custom and unique capabilities CheckM8 provides as a rich media technology vendor to our media, agency and brand clients. 

Eric Low
Business Development, Advertiser Solutions
Email: eric@checkm8.com
Phone: 212.268.2948
Twitter: @EricLow

LinkedIn: www.linkedin.com/in/elow228

Guaranteed In Page Video Ad Views

Great way to deliver Video Ads to an engaged audience and know that it is being viewed and for how long.

Go to: http://goo.gl/HvZgi

As you read the article and scroll down:

• Video appears within article content when you reach that portion of the page
• Impressions are only counted when the video starts playing - no impressions wasted
• Sound can initiate upon mouse over
• Continue to scroll and the video pauses once out of view
• Scroll back into view and video resumes
• Total view time recorded and available in reports
• Video is only being shown to engaged audience who are actively reading page content

This is just one example of the custom and unique capabilities CheckM8 provides as a rich media technology vendor to our media, agency and brand clients. 

Eric Low
Business Development, Advertiser Solutions
eric@checkm8.com
212.268.2948

Increasing Sales With A Wish List

On your desktop, go to: http://goo.gl/WpLeWq and take a look at the David Yurman 300x600 on the right side of the page. 

• Mousing over the ad initiates expansion
• Consumers are free to cycle through the product gallery and add their favorite jewelry to an emailable Wish List.
• Clicking on any item brings consumers to product information on the brand's web site
• When you are done adding items, Share your Wish List by email without ever leaving the content site.

These interactions are just some of the custom and unique capabilities CheckM8 provides as a rich media technology vendor to our media, agency and brand clients. 

Eric Low
Business Development, Advertiser Solutions
eric@checkm8.com
646.504.8087