NEW YORK –AOL Inc. (NYSE: AOL) and Ritani, a leading designer and manufacturer of custom engagement rings and fine jewelry, today announced that they will be recognized by the Advertising Research Foundation (ARF) with a David Ogilvy Award in the Retail & Ecommerce category at the ARF David Ogilvy Awards Dinner on March 17. The companies will receive the award for their innovative work in the use of programmatic technology and data to align TV ad creative with target customers who are in a defining moment in their life: the purchase of an engagement ring.
Ritani’s “Defining Moments” campaign, which ran from May 2014 through December 2014, helped the company to grow revenue by 400 percent as compared to those six months in 2013, and achieve a 450% return on its TV advertising investment measured against bottom-line sales revenue.
“This is the fifth overall Ogilvy Award for AOL and our application of programmatic technology in television advertising; it’s clear that we have become a technology partner that truly understands customers’ needs and helps to architect a strategy that leads to breakthrough business results, ” said Dan Ackerman, Head of Programmatic TV for AOL Platforms. “We are extremely proud to have been recognized by the ARF for our work with Ritani in helping to drive their business forward with a data-driven, measurable approach to their TV advertising investments.”
“It’s a tremendous honor for Ritani to receive an Ogilvy award.” said Mark Keeney, Vice President of Marketing at Ritani. “We have always prided ourselves in leveraging analytics to help define and inform all of our marketing efforts and to see this approach successfully deployed across television advertising is especially rewarding and beneficial as we continue to scale our business in 2015 and beyond.”
“The ARF David Ogilvy Awards recognize cutting-edge insights, and this year we are proud to once again recognize AOL – and campaign partner Ritani - for their contributions to the industry,” said Gayle Fuguitt, CEO and President of The ARF. “We look forward to applauding you and all the leading advertisers, agencies, solution providers and campaigns that are greatly impacting business performance."
Ritani.com offers the optimal way to shop for jewelry by providing visitors with a best in class web experience, as well as a wide range of proprietary and interactive online tools to make shopping for engagement rings, loose diamonds and fine jewelry a less daunting task for today’s millennial consumer. Ritani’s unique ‘clicks and bricks’ approach to retail allows customers to create a custom engagement ring online and preview their purchase obligation-free at their own local independent jeweler, a network that now spans nearly 200 retail locations across the United States.
Ritani had never run a national TV marketing campaign and tapped AOL’s programmatic television platform for both direct and brand marketing. It’s primary objectives were to drive short-term traffic to Ritani.com and amplify long-term messages to influence consideration and education, understanding that the length between initial ad exposure and purchase is unusually high for engagement rings.
While the company’s products are worn almost universally by females, Ritani identified that nearly 80 percent of their customers are males, thus advertising on traditional female-oriented TV programming or with creative geared towards females would not reach or resonate with the brand’s target customers.
Ritani and AOL were able to identify these key insights to help inform the “Defining Moments” creative, target it against television programming their potential customers most likely would be viewing, measure its short- and long-term effectiveness, and use that data to optimize as the campaign was in-flight.
AOL (NYSE: AOL) is a media technology company with a mission to simplify the Internet for consumers and creators by unleashing the world's best builders of culture and code. As the 4th largest online property in the U.S., with approximately 200 million monthly consumers of its premium brands, AOL is at the center of disruption of how content is being produced, distributed, consumed and monetized by connecting publishers with advertisers on its global, programmatic content and advertising platforms. AOL's opportunity lies in shaping the future of the digitally connected world for decades to come. Follow us on twitter @AOL_Inc.
Ritani is a premium jewelry brand modernizing the way consumers purchase engagement rings, diamonds and fine diamond jewelry. Founded in 1999, Ritani marries the online shopping experience for handcrafted and custom-made engagement rings, loose diamonds, and other fine jewelry with a network of trusted local luxury jewelers in one seamless transaction. Ritani is headquartered in New York with e-commerce operations in Seattle. Jewelers interested in becoming a Ritani retail partner can contact Ritani at email@example.com.