Constellation Brands Inc., STZ -1.19% a wine and spirits company, recently set out to create a more efficient measurement system in a digital ad experiment for its Black Box Wines brand. The lag time made it difficult to discern the effectiveness of a digital ad campaign until after the fact. So, Constellation decided to set up a trial with Black Box Wines, which was diving into digital advertising for the first time. But Constellation’s latest experiment serves as one example of progress in a still maturing digital ad market. The digital ad experiment helped Black Box Wines discover that women aged 25-54 responded particularly well to its advertising and purchased the product.

Source: Wall Street Journal April 27, 2017 10:00 UTC