This is Tinuiti Wrapped: 2024
In an industry of constant change, agencies too often cling to the tried-and-true. However, championing change is one of Tinuiti’s core values, and 2024 was no exception. We transitioned to a client-centric model that is product-led with the launch of our Bliss Point by Tinuiti measurement suite.
Almost everything that got you here, won’t get you where you need to go.’ In 2024, this was the throughline for every single decision and strategic shift that shaped and propelled Tinuiti’s strategic plan and evolution. We transformed into a product-led company with the launch of Bliss Point by Tinuiti, a suite of six products that earned the highest possible rankings in The Forrester Wave™: Media Management Services, Q4 2024 in Media Measurement & Attribution. Testament to our ability to guide marketers’ next best decision, not just reporting the past, but driving full-funnel outcomes for digital-forward brands and measuring what was historically unmeasurable.
Zach Morrison
CEO, Tinuiti
2024 was about redefining what best in class looks like – for our clients, for our teams, and for ourselves. Change is hard, transformation is even harder. Seeing the success recognized in the Forrester Wave, through an increase in our sales, and through incredible work from the Super Bowl to TikTok shop, our full-funnel approach is setting us up for a great 2025.
Jeremy Cornfeldt
President, Tinuiti
Technology Innovators
Over the past year embracing change has driven key milestones, including the official unveiling of Bliss Point by Tinuiti, our proprietary measurement technology suite. This patented technology, along with the solutions developed in collaboration with platform partners, positions us as the only agency that truly owns the intersection of media and measurement which allows rapid insight and rapid action.
So, what can Bliss Point by Tinuiti do?
As marketing complexity grows, 2024 underlined the need for brands to partner with an agency who can unify their media spend across digital and traditional channels, optimize in real-time, and provide actionable insights. We deliver that with Bliss Point by Tinuiti, giving brands the ability to measure what marketers previously struggled to measure, and quantify the full impact of their investments in a single source of truth.
With six groundbreaking tools, Bliss Point doesn’t just measure past performance; it helps marketers plan for the future, informing brands of their next best marketing moves. Strengthened by the Tinuiti Audience Planning System (T.A.P.S.), brands can finally leverage their highest-fidelity customer data to optimize strategies with measurement capabilities found nowhere else.
Powered by leading-edge econometric principles, modern machine learning and AI, Bliss Point unlocks new potential, leveraging a unique set of tools to meet specific challenges while driving ambitious goals.The platform features multiple products including: Rapid Media Mix Modeling (rMMM), Always On Incrementality, Brand Equity Insights, Cross-Channel Measurement Dashboards, Creative Insights, and Forecasting.
Growing With New Brands
In 2024, our client roster expanded with iconic global brands who were ready to see what’s possible when previously fragmented data is connected and immediate insights are generated. These new brands included: Chalkboard Fantasy Sports, Corepower Yoga, Designer Shoe Warehouse (DSW), eos, NOBULL, SAXX, and The Shade Store.
Boundary Pushing, Record-Breaking Client Work
Leveraging Bliss Point by Tinuiti Rapid Media Mix Modeling (rMMM) led to all-new levels of efficiency and optimization, turning insights into action for real, measurable business impact:
- Poppi: Tinuiti’s geo-specific rMMM, in partnership with Crisp’s higher granularity retailer data and custom data model, effectively linked Poppi’s digital campaigns to in-store sales, providing measurable insights that drove a 91% year-over-year sales growth.
- Leafguard: Rapid Media Mix Modeling (rMMM) enabled an optimized media strategy for Leafguard, reducing customer acquisition costs by 12%, increasing prospects by 30%, and contributing to the company’s acquisition by Great Day Improvements, LLC in 2024.
- Away: Using Google’s GeoX technology, Tinuiti and popular luggage brand, Away launched a targeted YouTube campaign, optimizing for site visits and conversions across 99 key regions. The six-week campaign drove a 7% lift in site visits, a 6% increase in purchases, and a 3x return on ad spend (RoAS).
- Brooks Running: The well-known running shoe brand turned to Tinuiti to enhance customer engagement through personalized campaigns using data from its loyalty program and DashLX technology. The initiative drove a 32% lift in revenue per email delivery, a 9% increase in overall revenue, and a 20% boost in click rates.
Client case studies across the media mix including social, commerce, and TV & Audio:
- Blueair: A Swedish air purifier company, Blueair collaborated with Tinuiti to enhance customer conversion and retention while reducing advertising costs. Utilizing Amazon Marketing Cloud (AMC), Tinuiti developed custom audiences and implemented a comprehensive full-funnel strategy with staggering results including a 68% reduction in acquisition costs for new-to-brand customers and a 328% increase in return on ad spend, with AMC audiences contributing to 20% of total sales at only 4% of the ad spend.
- Brooks Brothers: Well-known fashion brand Brooks Brothers sought to expand its customer base beyond its traditional demographic of men aged 55 and older and attract younger Millennial consumers. To do this Tinuiti implemented an over-the-top (OTT) advertising campaign, launching ads featuring younger models and modern fashions on platforms like Netflix and Hulu, and leveraging advanced targeting based on age and viewing habits. This strategy resulted in a 20% increase in overall conversions, 3,000 incremental site visits, and a 46% revenue growth over the prior period, effectively introducing Brooks Brothers to a whole new Millennial audience.
- e.l.f Cosmetics: Hoping to strengthen its connection with the Latinx community, e.l.f. Cosmetics collaborated with Colombian urbano and reggaeton artist Manuel Turizo to produce the original song and music video “ojos. labios. cara.” Together, Tinuiti and e.l.f. launched a campaign to effectively spotlight the collaboration, including airing commercials during the Latin Grammys and leveraging TikTok to reach Spanish-speaking beauty enthusiasts. This approach resulted in a fourfold increase over Telemundo’s historic Instagram click-through rate benchmark and a 75% improvement over NBCUniversal’s video view rate benchmark.
- illy caffè: An Italian coffee brand renowned for its quality and sustainability, illy caffè tapped Tinuiti to help increase its market share against dominant competitors. A comprehensive campaign on Amazon leveraging streaming TV ads and online display ads highlighted premium offerings with incredible results, including a 99% year-over-year increase in new Amazon sales, an 18% surpassing of sales targets, and a 50% rise in glance views.
- Sony Electronics: Aiming to boost market share for their WF-1000X earbuds by engaging a younger, highly engaged demographic on Snapchat, Sony and Tinuiti collaborated with influencers to create authentic content, including unboxing videos and real-life usage scenarios that would resonate with users. This strategy yielded a fivefold increase in action intent compared to Snapchat norms, a 13-point rise in product awareness, and a 310% surge in site traffic.
- Wrangler: An iconic American denim and casual wear brand, Wrangler partnered with Tinuiti to enhance the effectiveness of their Snap campaigns. A strategic shift to Landing Page View (LPV) goal-based bidding led to a 3.8x increase in conversions, a 34% improvement in cost per thousand impressions (CPM), and a 50% reduction in bounce rates.
Our Industry Deep Partnerships
By prioritizing strategic, first-to-market alliances with major platforms and publishers, we enhanced efficiency, privacy-centric strategies, and delivered short-term and long-term success for clients. Throughout the year we developed advanced AI-powered optimization across platforms like Google, Meta, and Amazon, participating in exclusive generative AI creative alphas with Google, Meta and TikTok, further solidifying its leadership in marketing innovation.
2024 partnership highlights include:
- Amazon: Managed more than $600MM in Amazon spend as the largest independent agency, showcasing success with Amazon DSP campaigns for brands like Blueair and Poppi.
- Google: Partnered to develop a YouTube planning tool that provides insights and estimates for reach, CPMs, and budgets necessary for all YouTube planners to quickly build an effective plan targeted to the client’s audience.
- Meta: Co-developed a solution enabling Tinuiti’s collaboration with clients on campaign setup and management, directly integrating with Meta Ads Manager via the Marketing API. This data-backed integration will allow for discrepancy alerting and an enriched Tinuiti-wide data lake, effectively measuring the impact of Meta across all Tinuiti advertisers.
- Snap: Delivered a 380% increase in conversions for Wrangler through a partnership with Snap, recognized by CEO Evan Spiegel.
- TikTok: Helped clients leverage TikTok Shop for social commerce growth, with CMO Dalton Dorné joining TikTok’s AI advisory board, Symphony Collective.
Third-Party Applause
We earned recent recognition as a ‘Strong Performer’ in the first-ever The Forrester Wave™: Media Management Services, Q4 2024, ranking higher than several global holding companies. The report highlighted our full-funnel “next best customer” approach and focus on business impact, awarding the agency top scores in Media Planning, Measurement, and Attribution, and Pricing Flexibility and Transparency.
We received Forrester’s highest possible ranking in Media Planning, Measurement, and Attribution, third-party validation that both our nimbleness and innovative culture, as well as new and longstanding client relationships are shaping the future of measurement.
Tinuiti excels in media planning through a ‘next best customer approach,’ powered in equal parts by its TAPS planning process and proprietary Bliss Point technology.
Jay Pattisall
VP and Senior Agency Analyst at Forrester
Expanded Global Footprint
In 2024, we continued to expand globally with offices in Mexico, Canada and the UK, milestones reflecting the agency’s ability to scale while maintaining its unique independent edge. With a new footprint in Mexico City, we have enhanced our ability to service a growing roster of international clients and support their global business goals. The new North American location continues to expand our workforce across timezones and supports client business globally with 40% of Tinuiti clients spend now outside of the U.S. in more than 120 countries.
The Power of 20. Celebrating 20 Years.
A lot has happened since Tinuiti, then known as Elite SEM, opened our doors as a performance-driven digital marketing agency founded on search engine marketing. Since 2004, that small, scrappy search shop has evolved into the largest independent full-funnel marketing agency in the US, supporting global brands including household names such as Unilever, Poppi, and e.l.f. Cosmetics.
Timeline:
- In 2009, a mere five years as an established agency, Elite SEM already proudly represented some of the nation’s leading companies, including household brands such as Audible, American Cancer Society, Diapers.com, Ethan Allen, Hugo Boss, Merry Maids, Terminix, TruGreen, and USA Today.
- In 2015, Elite SEM’s hard work paid off taking home Ad Age’s Small Agency of the Year award.
- In 2017, big things were in motion. Tinuiti partnered with Mountaingate Capital, a leading private equity firm, catalyzing leadership and executive team growth and a wave of acquisitions, including ORIONCKB, an industry leader in paid social advertising; Email Aptitude, an established email provider; and CPC Strategy, a leading agency for Amazon.
- By 2019, Elite SEM had vastly outgrown its roots in Earned and Paid Search and officially rebranded to become Tinuiti.
- In 2020, a newly minted Tinuiti embraced the ‘new normal’ and continued to accelerate while navigating the reverberations of a global pandemic. A busy (to say the least) year, in December of 2020 Tinuiti partnered with a leading growth-oriented investment firm, New Mountain Capital, to further investment in talent, capabilities, and products.
- In 2021, Tinuiti welcomed Amazon-specialist agency Ortega Group, as well as leading streaming media agency Bliss Point Media and its subsidiary, Prospect Point Media.
- Two years later, Tinuiti kicked off 2023 with another exciting acquisition, acquiring Ampush, a leading growth marketing agency with a core focus across social platforms.
Today, we are the largest independent performance marketing agency across the media that matters most, with $4 billion in media under management, more than a dozen established service lines, and an employee headcount now surpassing 1,200 people.
