How ADT Commercial Won the 2021 SAMMY Award for Best Display Advertisement

ADT Commercial found its advertising featuring thought leadership to be more effective than those that were not tied to its online resource center.

One of the best ways to get your name out there is to establish yourself as an expert in your field. ADT Commercial went this route after COVID-19 forced it to pivot its advertising strategy from a brand awareness campaign, to promoting thought leadership and innovation.

ADT Commercial Vice President of Marketing and Communications Beth Tarnoff says it did this by creating a series of COVID-19 security tips and content behind ad placements to elevate awareness and further position the company as a trusted industry thought leader.

The campaign was centered around an online resource center packed with relevant content, such as COVID-19 tips, videos on elevated skin temperature (EST) systems, webinars, white papers and industry news.

ADT’s branding is well-represented throughout, with its signature blue color adorning the page’s header and the ADT Commercial logo displayed prominently. The ads for the resource center were equally as appealing.

“The copy is bold and concise, using few words to communicate that, as COVID-19 shifts our focus and security priorities, there are ways to keep yourself, your businesses and employees safe, whether through simple attention to fire and life safety system maintenance or with the application of new technologies such as elevated skin temperature detection systems,” explains Tarnoff.

ADT Commercial found that advertising featuring thought leadership measured twice as effective in audience engagement, brand building and in reaching target audiences than advertising that was not tied to the Resource Center and its content.

“The shift in approach in light of the unique circumstances presented by the coronavirus was purposeful, measured and effective at communicating ADT Commercial’s commitment to security, fire and life safety, while also building our profile as an industry thought leader by offering quick, practical recommendations during a time when organizations and individuals most need potentially lifesaving information,” says Tarnoff.

She adds that the best performing ads, “Life is different today,” are tied directly to the COVID-19 tips series that included an EST solutions mini-white paper and an on-demand webinar.

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About the Author


Steven A. Karantzoulidis is the Web Editor for Security Sales & Integration. He graduated from the University of Massachusetts Amherst with a degree in Communication and has a background in Film, A/V and Social Media.

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