What’s new (and Cool) at Advocado…
By Brian Handrigan, Co-founder, Advocado
Like SPROCKIT, we at Advocado strive to be both industry leaders and the best at what we do. For those just getting to know us, Advocado transforms broadcast TV advertising into a real-time bidding trigger for search campaigns. This new concept is needed in the marketplace because “lift” from linear TV advertising drove to its online counterpart was “passive” and challenging to quantify. With over 20 years of digital campaign experience, we believed that an “active” approach to lift would benefit all parties involved: advertisers, agencies, and consumers – a perfect “win-win-win” scenario. To our delight, test after test validated our hypothesis. Cross-channel campaign performance improved by adding Advocado Activate to the mix with results like a 98% increase in search click-through-rates or a 4x increase in leads.
The classic challenge for a startup (like Advocado) is awareness – marketing a solution few know about while establishing our company credibility. SPROCKIT has been an integral partner to help us achieve BOTH, whether through signature events, like the Innovation Pavilion at the NAB Show in Las Vegas or one-to-one introductions to decision makers. These connections also challenge us to think bigger about how we apply our technology beyond advertisers and agencies, but as an ingredient in new advertising products for broadcasters themselves (whether networks, local station owners or even MVPD‘s).
Since the NAB Show in April, we worked non-stop to raise our profile and get the word out about how TV and digital need not battle each other for advertising dollars but rather work together to drive better (and measurable) performance. On the heels of the NAB Show, we traveled to NYC for the AdAge Awards where we were a “Startup of the Year” finalist; we then returned to St Louis for the Midwest Digital Marketing Conference where we exhibited and were a “Startup Pitch” finalist. We headed back west to San Diego to mingle with CMO thought leaders at the Gartner Marketing Symposium” and then north to Toronto for Collision, where we were a Beta Startup exhibitor and a “PITCH Competition” finalist. We have even more appearances scheduled in 2019, so outside of the official SPROCKIT Sync events, look for Advocado at DMEXCO (September – Cologne, Germany), LeadsCon Connect to Convert as a Speaker (September – Boston, MA), the ANA Data and Measurement (September – Naples, FL) and Web Summit (October – Lisbon, Portugal).
Between getting accepted into SPROCKIT, participating in conferences and briefing analysts, and being named a Gartner 2019 “Cool Vendor” in Advertising, we must be doing something right.
As always, if you’re reading this, we’d love to connect.
Co-Founder & CEO