Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "audience targeting"
- Kroger Precision Marketing on Wednesday announced the launch of a private programmatic ad marketplace that enables agencies and brands to reach consumers through Kroger's audience data and preferred ad-buying platform.
- While the new platform doesn't explicitly reveal any PII about the creditworthiness of the 270 million Americans it has profiles on, it is able to use it to validate who they are and associate that with a wide range of other audience attributes and consumer behaviors.
- What do you do when faced with poor inbox placement rates and high spam rates in GMAIL? If you're Terminix, your email hero begins a deliverability journey. Segmenting the audience by engagement addressed the problem, but that led to decreasing list sizes. Tune in to hear how our hero juggled deliverability, customer acquisition and conversion goals.
- 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.
- Comscore, which established itself as one of the ad industry's major media audience-measurement services based on an opt-in panel of consumers, this morning announced a new "cookie-free" audience-targeting capability enabling marketers to utilize their own "first-party" consumer data.
- Thanks to White Castle's QSR roots, social media has long been a significant part of their grocery division's marketing mix. CMO Lynn Blashford talks strategy, and how not only the channel, but the content, plays a crucial role in expanding audience reach to younger consumers. She also shares how embracing the fight against social injustice opened doors for the family-owned brand.
- Buyers and sellers have widely different views on the data available for streaming campaigns and the effectiveness of programmatic and direct targeting, a new Conviva study finds. More than half of viewers abandon streaming when ads fail or take too long to load, and also say too many ads are repeated during the same break/episode.
- In a June webinar exploring what metrics should be used as media trading currency, Lumens Research Managing Director Mike Follett discussed how advertising works based on Lumen's proprietary eye-tracking studies
- The importance of cultural connection points in advertising still holds true to build upon the equity in any established consumer relationship. Lexus 0to60 was created to illustrate how "performance" could create greater affinity within the Black consumer mindset for the Lexus brand.
- The OAAA's atrociously written, muddled, and flawed guidelines ignore the ARF's long-established "media model" and include various new bizarre terms, such as "viewshed!" Are you kidding me?
- In preparation for more sophisticated forms of linear TV advertising sales, syndicated ad-spending research firm Standard Media Index is adding so-called "effective CPMs," or eCPMs, to its database.
- Did today's Nielsen-sponsored streaming summit miss the real opportunity for industry leaders and Nielsen to drive meaningful cross-"media" measurement that begs for a solution?
- 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.
- Newly commissioned research from The Winterberry Group delves into the surge of data collaboration across companies in a post-cookie world, based on in-depth interviews across the U.S. and U.K. with more than 50 industry experts and a panel of senior brand marketers providing input.
- There are brands that do what you do, but you know you do it best. So how do you let everyone else know that? If you're AT&T, you produce impactful creative and devise a hyper-targeted, eye-catching media strategy. AT&T enlisted a popular social influencer and artist to create 30 unique executions that targeted decidedly distinct groups with artwork and animation.
- The deal will offer transparency for marketers to buy Crackle inventory, contextually targeting Crackle's connected TV audiences. Contextual video advertising enables marketers to reach audiences while viewers are watching relevant programming. IRIS.TV has some 7,000 publishing clients extending across CTV and premium digital video platforms, totaling some 20 billion addressable video impressions.
- How does a legendary Southern city change long-ingrained stereotypes? The Atlanta Convention & Visitors Bureau (ACVB) met that challenge head on with a social-first campaign. The destination marketing organization sought to reshape the city's brand identity through local ambassadors, influencers and targeted social content by leaning heavily into destination assets and content themes that align with the interests of its target audience, the "creative class".
- A Google study testing the use of audience cohorts -- people with similar browsing histories and interests who can be targeted collectively -- intends to support the end of individual cookie targeting and cross-site tracking. It almost seems like a step backward by stepping sideways to achieve its goal.
- Do marketers really know how their target audience feels about their products, or about topics related to their brand?
- Addressable TV ad consortium Project OAR is working with iSpot.tv on measurement specifications to extend addressable TV advertising efforts focused on audience targeting.
- A CMO Council report released this week shows that only 12% of marketers believe they have relevant and persuasive content marketing strategies to target the correct audiences.
- iOS 13 controls and privacy regulations are contributing to a drop in available GPS and other quality location data and increased use of poor-quality IP data, which is affecting media delivery across planning, measurement, audience development and attribution, reports Location Sciences.
- Travis McCan, email strategist for The Salvation Army account, says DEG learned how different audience segments engage with the brand. "We were able to see how much they gave, the frequency, and differences from other groups."
- Audience reach -- not engagement, conversions, followers, sentiment, traffic or clicks -- is the way so-called micro-influencers measure the success they deliver for a campaign or a collaboration with a brand. That's the top finding of a global study of micro-influencers -- social media users with 10,000 followers or less -- released today by SocialPubli.
- Nearly two-thirds (62.6%) of senior ad industry execs on both the supply and demand sides of the business believe programmatic technology will be the underpinning of data-driven marketing in the future, according to findings of a study released this week by the American Association of Advertising Agencies. The report, however, shows far less consensus about the implications for in-housing.
- That statistic sounds a little high, but the latest research from Epsilon-Conversant suggests 8 in 10 marketing decision makers are reaching the wrong type of customer because they are not using data effectively to understand consumers, Netimperative reports.
- Xandr has added Bloomberg and Vudu as content providers to its Community premium media marketplace, and has released new research on consumer ad engagement.
- Video marketing was cited as important to marketing strategies by 76%, followed by GDPR compliance, artificial intelligence, machine learning tech or services, experiential marketing and reactive design.
