With the exception of one video creative from 2015, which ran through March 4th, Dos Equis has been quiet on digital this entire year, until it began ramping up again on March 11th. Releasing two unique display creatives over the last 30 days, the brand targeted only Rollingstone.com using a mix of direct buys and programmatic. Both creatives link to this landing page, encouraging more views of the Most Interesting Man’s final farewell.
Source: Pathmatics U.S. Desktop Data, 1/1/16-3/24/16.
Dos Equis echoed its desktop strategy on mobile, again targeting soley Rollingstone.com, using a 50/50 mix of direct buys and ad network buys through Google AdX + AdSense. Impressions on mobile spiked on March 13th for the one unique mobile creative (same as the desktop ad above) released over the last 30 days.
Source: Pathmatics U.S. Mobile Data, 1/1/16-3/24/16.
Source: Pathmatics U.S. Desktop Data, 3/5/16-3/24/16.
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