Awards & Press
Ovative Group Named a Finalist for the 2023 Digiday Media Buying and Planning Awards
Minneapolis, MINN. April 26, 2023 –– National firm Ovative Group has been named a ‘Media Plan of the Year’ finalist for the 2023 Digiday Media Buying and Planning Awards.
The Digiday Awards highlight the most critical investments of the past year marked by innovative ways to use data and emerging channels to propel advertising campaign success stories. Ovative’s innovative partnership with Coach earned the firm its finalist recognition. In 2022, Ovative partnered with Coach to reach Gen Z audiences and build brand equity through messages of confidence and self-expression, exceeding campaign goals across all primary key metrics.
Ovative experts helped Coach break through the advertising clutter and reach Gen Z audiences in their natural environments. The firm executed deep consumer research to understand the preferences and shopping habits of Gen Z to select the right channels and tactics and effectively capture attention. For more on Ovative’s strategy, see this recent case study.
Ovative also invested in upper-funnel tactics, which is traditionally an undervalued approach. By using MAP, an AI-driven analytics platform that measures media performance, the client began understanding the Enterprise Marketing Return (EMR) value of upper funnel media investments on enterprise sales (offline and online), lifetime customer value, incrementality, and profitability.
According to The Ad Age Harris Poll, Coach placed within the top 20 for brands getting Gen Z attention during the time of this campaign. Additionally, the brand exceeded campaign performance goals in all primary key metrics including impressions, video views, engagements, and clicks. Moreover, Coach attained a profitable EMR during the campaign, indicating that its media investments were well worth the spend.
ABOUT OVATIVE GROUP
Ovative Group is an independent media and measurement firm that helps clients drive and deliver measurable marketing performance. Founded in 2009 by Dale Nitschke, Ovative brings media, measurement, and consulting together under one roof to measure the holistic impact of marketing on clients’ total business using its proprietary metric, Enterprise Marketing Return (EMR). Ovative’s team of marketing experts serves as a trusted partner for its national world-class client base of marketing leaders across many industries. Ovative is recognized as an industry leader and has received awards including Star Tribune’s Top Workplaces, Minneapolis/St. Paul Business Journal’s Fast 50, and Inc. 5000. For more information about Ovative, visit ovative.com or follow Ovative on Facebook, Instagram, LinkedIn, and Twitter.
ABOUT ENTERPRISE MARKETING RETURN
Enterprise Marketing Return, Ovative’s proprietary metric, is a unified optimization metric that aligns business leaders to the metrics that impact their business most. EMR looks beyond traditional metrics like Return on Ad Spend (ROAS) and last-click attribution to understand the true value of marketing investments across consumer touchpoints. EMR is comprised of four pillars: Enterprise Revenue, Future Customer Value, Incrementality, and Profitability. EMR offers a strategic framework to think beyond individual channel performance, identifying and unlocking opportunities for profitable enterprise growth with the customer at the forefront of all conversations.
MAP is Ovative’s AI-driven analytics platform that measures the incremental impact of marketing on enterprise performance. MAP was built to optimize companies to a holistic metric called Enterprise Marketing Return. MAP provides the most comprehensive view of your marketing program, enabling smarter actions that impact the performance of the enterprise at large. By combining customer data and advanced modeling, MAP can understand marketing’s impact across media and sales channels. MAP is a differentiator due to its unified model, enterprise-level focus, customer-centric and incremental lens, and human-led decisioning.