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Prudential Blends TV and Search

Prudential Blends TV and Search

Posted on April 1, 2006 by Chief Marketer Staff

Prudential Financial scored a marketing touchdown during Super Bowl weekend with a branding effort combining television ads and search.

A TV spot that appeared during the game was linked to display ads and paid search ads on Google and Yahoo!, according to Jonathan Mendez, director of e-marketing at Digital-Grit, which created the online part of the campaign.

The search ad creative featured the Prudential brand name heavily, and Digital Grit fashioned landing pages that were tailored to the ad’s message.

One challenge for the Web campaign was that the demographic most interested in retirement is men 55 years old and up

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