Top 10 Takeaways from Our AdWeek Webinar

Standing out requires more than just clever targeting and big budgets. On September 24, MutualMarkets co-hosted an AdWeek webinar with Michael Benson, President and CMO of CBS, and Andrew Gillman, CMO of NWN Carousel, that shed light on the power of entertainment partnerships in advertising. Here are ten key takeaways from the session:

1. Partnership Ads Outperform Standard Click-Through Rates: Traditional digital ad campaigns average a click-through rate (CTR) of just 0.05%. Partnership ads can drastically improve these numbers by leveraging the emotional connection audiences have with entertainment properties. MutualMarkets enabled partnerships can boost a click-through rate by over 20%

2. Entertainment Content Adds Value to B2B Ads: B2B brands like Dashlane and NWN Carousel benefitted from partnering with TV shows such as NCIS and Fire Country, driving both awareness and engagement with new, highly targeted audiences.

3. AI Drives Efficiency in Creative Collaboration: Mutual Markets' AI-powered platform allows brands to find partners, streamline creative development, and execute ads in days—compared to months of traditional methods.

4. Real-Time Adaptation: Campaigns can now swap out creative weekly, as demonstrated with NWN Carousel’s partnership with Fire Country. This dynamic approach ensures that ad content stays fresh and relevant.

5. Mutual Markets Facilitates Authentic Collaborations: Authenticity is key. Mutual Markets' AI identifies suitable partnerships that align both brands and entertainment properties, ensuring ads resonate naturally with target audiences.

6. CBS Embraces Efficiency Through Partnership Ads: CBS has embraced Mutual Markets to offer its IP to brands, opening the door to new partnerships. These efforts help CBS reach broader audiences while maintaining creative control.

7. Creative Control and Flexibility for Brands: The platform enables brands to either create their ads using CBS assets or leverage AI-generated creative, with full approval from both parties—ensuring brand safety and creative integrity.

8. Smaller Businesses Can Benefit: Hyper-local and smaller businesses can now access national IP and breakthrough the clutter of digital advertising, making these partnerships available to businesses of all sizes.

9. Cost-Effective Entry for Brands: With transaction fees starting at $5,000 for 10 million impressions, brands can test the effectiveness of these partnerships without hefty up-front investments.

10. A Data-Driven Future for Ads: NWN Carousel’s success story illustrates the potential of data-driven, AI-enabled campaigns that optimize spending, targeting high-intent customers and leading to conversion rates as high as 20%.

These insights underscore the growing importance of entertainment partnerships in digital advertising. If you’re looking for new ways to amplify your brand’s reach, this webinar was an eye-opener for what’s possible when innovation meets entertainment. Watch the full video here.