Marketers don't hear much about bringing in offline data to optimize online ad bids -- but TruSignal, a predictive analytics and data company, is doing just that.
Some 76% of participants of a recent survey remember seeing an online car ad in the past year, with 81% of male respondents more likely to remember the ad than 70% of female respondents. But rather than clicking through, the consumer will eventually go to the dealer's or manufacturer's website, said Joel Sesco, national director of automotive at Adtaxi, a digital agency. Just seeing the ad helps to prompt a purchase in the future, he said.
Connecting offline data with online data raises the bar when it comes to serving and seeing relevant ads. But what about the "invisible" relationships between consumers and brands: ads that don't necessarily market or advertise the product the consumer purchases, but rather trigger a reminder or an interest?
MediaMath scientists are working to apply artificial intelligence in machine-learning models that the company's chief scientists say will power smarter digital advertising this year -- predicting intent, not just predicting a response to an ad from consumers based on their past history.
TV drives search traffic, but chief strategy officers often don't feel comfortable talking about things their respective companies cannot do. Still, I like to look ahead at the possibilities and ask what if. Like, how could Nordstrom determine whether a Ford Explorer television advertisement created more lift in search for the retailer, or led more traffic to the Nordstrom website then the automaker's?
Findings in a my6sense study suggest in-feed ads showed two times higher click-through and engagement rates than recommendation widgets, and up to 10 times higher CTRs and engagement than in-ad units.
Working with agencies may be a better move for those companies lacking employees with knowledge of blockchain and programmatic technologies. Agencies often can optimize media spend and negotiate better rates, because they understand the processes better than the brand, giving them leverage in the negotiations.
It's easy to hear the enthusiasm in the voice of John Bates, director of product marketing at Adobe Analytics Cloud, when talking about blockchain technology, despite numerous challenges. Blockchain technology aims to automated the entire media supply chain, from creatives to contracts. Bates says the industry will shift away from focusing on the underlying technology and toward business process and applications that solve real world problems. He spoke with Data & Programmatic Insider to talk about some of the changes and challenges the advertising industry should expect to see in 2018.
Developers at Lotame, an exchange for third-party data for the advertising industry, think they have found a way to make data more precise using AI. They call the strategy Precision Audiences, and even guarantee performance. Well, sort of.
The National Football League (NFL) does not seem to resonate well with younger viewers, which means advertisers could be losing out on reaching their strongest lifelong audience, according to Lotame data released Monday.