Brand Strategy and Design

24/7 Real Media

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Interactive

Promoting the science of digital marketing

As an interactive marketing and technology company, 24/7 Real Media targets and delivers to audiences for publishers and marketers.

Challenge

With arguably the best ad-serving technology in the torrid online marketing space, 24/7 Real Media had every reason to project confidence and clarity to key audiences. The firm’s communications, however, were a dramatic mismatch for this master of digital marketing.

Actions

Partnering with 24/7’s executive management team, Lippincott recast the firm in its true light, as an innovative, cutting-edge, global provider of online marketing services. Our analysis and research yielded the company’s central value proposition–the ability to track and measure all dimensions of digital marketing, from customer behavior to advertiser ROI, from Web site traffic to sales conversion. This powerful capability was captured in a new brand promise: “The science of digital marketing.”

This promise then inspired supporting marketing materials including Web site content, advertising and sales collateral.

The most critical brand expression was the Web site. Our interactive team conceived, architected, designed and produced a new site focused on demystifying an industry and building business relationships instead of pushing products. The site features a daily campaign of curious, captivating factoids, thought-leadership content, user-oriented navigation and a bold, clean user interface.