Pelosi: Zoom ran out-of-home ads and proprietary measurement strictly in-house
Janine Pelosi · The 7 Biggest Mistakes CMOs Make (And How to Avoid Them) with the CMOs of Databricks, Zoom, and Okta · Jan 10, 2024 · at 12:22
Former Zoom CMO Janine Pelosi details how Zoom managed and measured its early out-of-home billboard and bus advertising in-house.
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“Yeah, we did it all in house, and that's where, you know, it doesn't have to be super sexy, but it also doesn't have to be incredibly boring, and I think it goes back to the metrics. We couldn't find any metrics, any vendor, anything traditionally out there for the type of advertising that we were doing. We were the cold emails that would come to us at the time for The sides of buses in San Francisco and the rest of it. Like, nobody was using those, and so we created our own, basically, proprietary way of measuring this. It was, you know, where are the visits coming from? What's happening in these different territories and regions? And that was our own way of measuring, and so we could see, and we knew which half, but we said the same thing, right? All over the place, and it worked.”
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