Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "behavioral targeting"
- The technology identifies whether content is correctly optimized to serve queries and recommendations related to the brand in GAI models such as OpenAI's ChatGPT, Google's Gemini and Meta's Llama.
- Omnicom's OMD unit and Teads will release results of what they call a pioneering neuroscience study analyzing the new metric, as well as three measurement tools associated with it.
- Despite two decades of online behavioral evidence, brands continue to leave money on the table by underserving the fastest growing demographic in the US. The Managing Director, Karla Fernandez Parker, at one of the most experienced multicultural agencies, Sensis, explains the scale and power of this untapped audience and how they and their client Chef Merito use data, targeted media and creativity to show the power of serving the underserved.
- Privacy laws that require companies to obtain consumers' consent don't go far enough, a new report suggests.
- Media companies are told that their future audience is, well, everywhere. Content needs to flow into everything from 2D forever scrolls to Metaverses, CTV episodes to TikTok/YT/IG "shorts," game worlds to gas station pumps. IGN Entertainment's VP, Publisher, John Davison, explains how one of the largest, and oldest, digital entertainment sources is rebuilding both their programming and monetization strategy around fluid audience media behaviors. How can publishers future-proof a foundation that adapts to the next TikTok, the next rideshare media network, the next ultraverse?
- 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.
- Introducing a new brand can be daunting in today's ever-expanding video landscape. Ocean Media's SVP, Head of Media, Jared Lake, talks strategy of launching a brand campaign across multiple platforms, how consumers' consumption behaviors and GRP informed the media mix, and why certain channels didn't make the cut.
- The marketing of catering and event services within the new digital and delivery ecosystems offers brands unexpected challenges and opportunities. How do you allocate across convenience and celebratory segments, target the right new and old customers, and convert those third party acquisitions into first party loyalists? Trish shares lessons learned as she adds celebratory marketing to Earl's portfolio of casual brands via third party apps, a dedicated loyalty program, and beyond.
- As inflation drove up costs and pricing, the Checkers brands felt it was leaving a core value-driven customer behind. Instead of overall discounting, the brand leveraged its CDP to identify and specifically message this segment with highly targeted discounts to motivate purchasing. Barry shares how they modeled this often elusive cash-based clientele and created tightly localized cross-channel media to drive bargains to the ones who needed them most.
- 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.
- Introducing a new brand can be daunting in today's ever-expanding video landscape. Ocean Media's svp, head of media, Jared Lake, talks strategy launching a brand campaign across multiple platforms, how consumers' consumption behaviors and GRP informed the media mix and why certain channels didn't make the cut.
- Carpe TikTok. Kendra Scott's social media team did exactly that when women who were rushing sororities last summer posted videos of their outfits, accessorized with, you guessed it...Kendra Scott jewelry. The brand's senior social media manager, Andrea Howard, will share how they were able to capitalize on the user-generated content by jumping in on the viral conversation via hashtags, earning them a 17% increase in new users with a 24% increase in Alabama specifically.
- For brands to effectively embrace a Multicultural world they need to accurately represent the Black, Latino and Queer communities on screen, in both programming and advertising. From racing shows to road trips and spoken word to fashion shows and journeys; hear how Lexus has successfully harnessed the power of video to allow diverse communities see themselves in vehicle storylines.
- Dstillery last week launched ID-free AI for cookieless ad targeting. The company will soon introduce a new version for health care.
- 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.
- How do you grow your brand in an extremely fragmented market? For GetYourGuide [GYG], it took consumer data, timing and making a spectacular splash. Already a market leader in Europe, the travel booking site wanted to boost their brand awareness in the United States, so they turned to out-of-home media to help. In early 2021, with news that domestic travel in the U.S. was expected to open before Europe and the U.K., they knew it was the optimal time to strike. After collecting data on American's newly acquired habits during lock down, GYG created specific messaging on how consumers could experience those interests in real life. Zip-code lookalike technology determined GYG's target geographic areas for the OOH placements; which included billboards to maximize reach and transit and place-based screens to drive website traffic. The campaign cut through the clutter, resulting in a 500% lift in unaided brand awareness, while driving over 42k online conversions - - exceeding GYG's direct response goals.
- Contextual targeting is projected to be the dominant form of consumer ad targeting within a year, overtaking behavioral targeting tracking people's identities and behaviors via their use of digital media and devices.
- Reaching the right audiences, in the right places, at the right time, during a global pandemic can be challenging. Cancer Treatment Centers of America (CTCA) reached prospective patients through a targeted OTT/CTV campaign that informed patients of nearby facilities available for treatment, resulting in a CPC of 60% lower than the cross-channel average.
- The Human Intelligence Team, led by Steve Grant, will use insights about why people make the decisions they do to create new models and tools to help clients grow their businesses.
- In what may be the most compelling argument yet to finally end the ad industry's practice of targeting media audiences based on demographic composition, Vice Media Group Wednesday made the case that the method is not just ineffective, but outright "discriminatory."
- What would it mean to your media mix model if you bought people instead of channels? Building out your media campaign with smart data and custom modeling instead of working from the top down. Cadillac is doing just that with their current audience first approach.
- The data will enhance the Omni marketing operating system's ability to provide a single view of the consumer that can be dynamically shared across all marketing practices.
- As marketplaces like Amazon see dramatic growth, one wants advertisers to take advantage of behavioral data from a variety of actions to support a range of media buys.
- "Don't use small data to answer a Big Data question," said data scientist Zach Baze, chief intelligence officer at agencies Leo Burnett and Hawkeye.
- Changes to how Apple handles the IDFA have brands talking. Every app publisher must now ask users to enable IDFA sharing via an ominous prompt that warns of tracking "across apps and websites owned by other companies" and offers the choice to either "Allow Tracking" or "Ask App Not to Track."
- GfK and Dstillery believe they have developed an ad-targeting model that strongly supports automotive advertisers as changing consumer behavior plays an increasingly important role and budgets and resources tighten.
- Giving virtual assistants human qualities could prompt people to reveal more personal information to brands, according to a study led by researchers in computer science and mathematics. It also could ease some privacy data concerns.
- The lines are blurring between TV's role as a high-reach, long-term brand builder and a short-term targeted sales activation platform due to the growth of addressable TV households.
- Organic Valley was finally hitting a point of breakthrough in awareness. It was time to "get the brand out there, to establish the brand."
