Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "retargeting"
- How did TaxAct find that it could radically reduce media costs and still maintain the same level of conversions? By stepping away from the promises of so-called precision targeting and retargeting, bringing its media in-house, and re-booting its strategy to start with broader audiences and then letting the platform algorithms help. TaxAct's Head of Media, Amy Bartle, shares what they learned from their journey.
- Delivery trucks and buggies may have been the original OOH vehicle. Goodlife apparel reshuffled the idea with branded office trucks tagged with tracking beacons. The truly innovative model allowed the brand to retarget street level viewers with digital e-commerce promotions. How did this novel use of old school signage and new school activation not only drive digital traffic but explode social awareness? Goodlife Clothing's VP of Growth, Jesse Miller, brings us inside the great delivery truck caper.
- Email addresses are the "durable" identity links that allow sensitive personal information to show up in retargeted ads, researchers say.
- As Avocados From Mexico transforms its media and analytics and migrates its user IDs to a new platform, it needed to better understand their own base. As a preamble to our panel on ID tracking, Avocados' Director of Media, Jovanny Martinez, shares a test-and-learn project the brand applied to different behaviors on its own site. What is the difference between prospects who click and those who dwell? Should they be identified and retargeted differently?
- About three quarters of U.S. consumers said it's acceptable to receive more relevant ads based on the media they consume.
- Brands that promote their loyalty programs on social media likely will encourage more interactions with customers.
- In the world of politics where profit doesn't come from financial gain, going beyond the plurality is the only way to ensure success. Edith Jorge-Tunon from the Republican State Leadership Committee helps analyze why reaching a plurality in corporate America can be considered profitable, but doesn't quite cut it in most political systems today.
- It's easier for consumers to forgive a person than a business. A study shows marketers need to carefully consider language used in campaigns, as consumers are sensitive to the words used.
- The Out-of-Home Advertising Association of America this morning released a comprehensive guide for capturing mobile ad identity data to effectively evaluate which consumers are exposed to digital out-of-home media. The OAAA said the guide was developed with "top member industry leaders" and that it is intended to serve as an industry-wide measurement standard.
- Email is the third-most utilized tool for retargeting, following Facebook/Instagram and Google, SharpSpring Ads and Ascend2 report.
- It's hard to imagine, but search is becoming even more important, as seen by the way intent for search-related terms has soared in recent months. Simply put, nearly every buyer journey -- whether it happens in the B2B, DTC or B2C space -- starts with search.
- Do marketers really know how their target audience feels about their products, or about topics related to their brand?
- Organic Valley was finally hitting a point of breakthrough in awareness. It was time to "get the brand out there, to establish the brand."
- Several weeks prior, it launched branded behind-the-scenes "leaks," press releases and four blockbuster trailers complemented by "official" branded assets including movie website, social handles, IMDB/Wiki pages, digital banners and videos, and OOH billboards.
- In the past year, any extra money went to digital. Normally, there would be a last-minute TV buy late in any campaign but in the last weeks, money is going to run more ads online and to turn out the vote digitally.
- "Once you've gone from thinking brand awareness is enough to really measuring foot traffic, you can't go back the other way," says Elizabeth Bazner.
- Toyota set out to increase impressions for awareness, engagements for interest, and retargeting and lookalike audiences for decision and action.
- They followed up with a debate about the name, with nominees like "tomayo" and "fry sauce," and an interactive experience that designed containers with these different names.
- On Hulu, they ran four 15-second units across a program, each one trippier than the last to turn up the crave, and extended the High-atus across online video using re-targeting.
- Much of NCM's movie-related research will come from consumer in-theater data, as well as its growing array of consumer apps. "This isn't data we are buying from syndicated sources. This is data we are originating and tracking ourselves," says Cliff Marks, president, National CineMedia. NCM also owns Cinema Accelerator, a first-party tool for retargeting customers after they leave NCM cinemas.
