The future of brand advertising and targeting resides in data, but too many companies still struggle with learning how to use it. That topic hung like fog over Advertising Week in New York, according to some executives Data and Targeting Insider spoke with.
Location services continue to grow in popularity, and with it the deployment of Indoor Positioning Systems (IPS). While research firm Markets and Markets estimate the sector to reach $4.4 billion by 2019, there are challenges.
Todd Parsons joined SocialCode as chief product officer less than two months ago. The self-proclaimed "data junkie" likes to analyze zetabytes of data -- but more importantly it's about how the data get used by brands to connect with consumers.
Marketers can now calculate reach and frequency against a database of how people spend their time on activities and with media for all measured channels from TV and radio to mobile, gaming, social media, and search.
The emerging channel known as calendar-based digital marketing proved very lucrative for COPA in the United States, but it meant using technology that would bring awareness and keep its existing fans engaged.
Not all brands tie and time television advertising spots to run simultaneously with search ads. But when they do, how should marketers think about attributing TV media and calculating metrics, especially when it's tied to search advertising or marketing?
Locally targeted mobile video campaigns rose 5% in Q2 2016, compared with the previous quarter, with retail subcategories like automotive dealerships contributing to the majority, according to the recent report.
MediaMath has integrated Geopulse Proximity from Factual into its TerminalOne Marketing Operating System to deliver targeted mobile advertisements to consumers based on their proximity to physical locations.
Spot.IM has closed a Series A funding round worth $13 million to build out its platform. The technology gives visitors to sites like News Corp and Time the ability to leave comments and interact with others reading the same article in real time.
Marketers strive to understand interests, needs and expectations of people that use Facebook and Instagram to plan their media spend, but measuring the effectiveness of cross-platform and cross-channel campaigns has been a bit of a challenge.