The following post was recently published by Martech Advisor.
Now that advertisers have grown comfortable with the precise targeting and measurement of digital advertising, they expect to have the same ability in traditional advertising, including the medium advertisers choose to spend the most dollars in: television. And while digital-like targeting and measurement isn’t yet possible with linear television, it is with addressable TV. Households accessible via addressable TV can receive different ads based on who they are and what they are likely to buy. ... Read more
Marketers all recognize the need to target campaigns with as much precision as possible. But there are times when it’s possible to be too precise, and the family home is the place where that can happen. ... Read more
Marketers debate how precisely brands should target their digital ads. Meanwhile, numerous studies have proven the value and efficiency of being able to target people based on very specific data — such as the brand of soap they buy or the age and make of the car they drive — showing it to be more effective than general demographic targeting. However, ad fraud can undermine the surgical-strike efficiencies of well-targeted digital advertising without the proper measures in place to uncover and mitigate fraud risk. ... Read more
Our 2017 Benchmarks captures key data points from 248 sales lift measurement studies, performed by Nielsen Catalina Solutions, involving 138 brands. When I say sales lift, I really mean sales lift based on honest-to-goodness actual in-store sales data, not guesstimated from having seen people visit a grocery store with their smartphone at some point. ... Read more
When talking casually or in meetings with marketers, I often hear that they’d like alternatives to the few stalwart data onboarding solutions – those whose roots predate the growth of mobile. They want to know what, if any, alternatives exist to these traditional onboarders, especially when it comes to mobile-focused, or mobile-device-inclusive, audience identification and targeting. They wonder if they are leaving money on the table with existing onboarding solutions. ... Read more
facebook, "people based marketing", personalization
For years, digital marketers have been hell-bent on getting more and more precise in ad targeting. Facebook’s push for “people-based marketing” over the past few years has caught on, with everyone jumping on the zeroing-in bandwagon: recognizing and reaching specific individuals with specific messages. ... Read more