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Reaching Nonprofit Audiences: How Layered Story Engines Move Supporters to Action

New blog post about using layered story engines to engage nonprofit audiences.

Sulwhasoo Uses CTV and DOOH to Grow U.S. Sales

Sulwhasoo, a Korean beauty brand, is combining connected TV (CTV), digital out-of-home (DOOH) and online retargeting to drive US customer acquisition and in-store purchases. The brand partnered with video ad platform VDX.tv to run two test campaigns that layered CTV and DOOH awareness with retargeting across mobile and desktop. VDX.tv built audiences using data from Foursquare, TransUnion’s Commerce Signals and Stirista, and excluded past purchasers from Sulwhasoo’s customer lists. The CTV-first campaign produced a 6.5% interaction rate on retargeted site interactions, while a DOOH+CTV campaign recorded a 4.1% lift in awareness and a 3.4% increase in purchase intent (per Cint). Sulwhasoo’s products are sold via its website, Amazon, Sephora and Macy’s.

Data Alone Won't Drive APAC Marketing Success

A Q&A with Ben Maudsley (APAC MD) and Tyler Greer (APAC Head of Strategy) at Exponential Interactive argues that data alone is not sufficient for successful APAC data-driven marketing. They warn that prioritizing data can overshadow creativity, fueling ad blockers, and emphasize careful data selection, understanding cross-channel attribution, and defining relevant metrics. The interview notes APAC's diversity and infrastructure gaps, with mobile dominating in some markets and desktop in others, while highlighting the need for more case studies to drive programmatic adoption. It also discusses ongoing ad fraud and the largely manual nature of programmatic today, urging transparency over placements, margins, and attribution, and the value of trusted partners. The piece cites Havas’ UK YouTube spend pause and Google's pledge to use AI/ML to review questionable content as indicative of broader platform-level shifts. Ebiquity's cost-per-dollar figures are referenced to illustrate programmatic economics.