Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "audience targeting"
- Viewers also rank FASTs lowest on the advertising experience.
- NP Digital's research paper outlines findings from anonymous data collected by the company's platforms from Ubersuggest, and Answer The Public. It shows how trends like changes in Google's algorithms and product updates in 2022 with change the industry in 2023. It also looks at changes that Microsoft made to cement it's resurgence in advertising.
- Looking ahead to 2023, Experian forecasts that advertisers will be less adventurous as the global economy slows.
- Long term, what's the plan for ads on local TV? Borrell Associates is estimating nearly flat results for U.S. local advertising -- up just 0.6% to $121.5 billion in 2023.
- AdTheorent Health recently announced the launch of Predictive Audiences for the healthcare industry. It allows programmatic advertisers to target audiences in a more precise, data-driven and less opaque manner than previously possible.
- About three quarters of U.S. consumers said it's acceptable to receive more relevant ads based on the media they consume.
- 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.
- 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.
- Retail Media Networks (RMNs) have added new inventory, targeting, sales and measurement opportunities...and headaches, to the digital ad market. Kim, who manages media buying for Mindshare CPG clients, maps the terrain. How are the RMNs from Walmart, Target, Kroger, etc. plugging into existing infrastructures, offering new and difference metrics of success, creating new challenges for marketing teams?
- 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.
- But over half of marketers expect to use cookies as identifiers in two years, and slightly less expect to use email, a study by MMA Global and Boston Consulting Group finds.
- As one of the world's leading brand licensors, Meredith has had commerce in its DNA for decades. Online, the company has learned from its innovations across every emerging e-comm opportunity. From shoppable video to inspiration-to-shopping cart deep integrations with retailers like Walmart, GM of Commerce Content Chloe Reznikov walks us through how these next-gen e-comm models bring publishers way beyond the affiliate link.
- Dstillery last week launched ID-free AI for cookieless ad targeting. The company will soon introduce a new version for health care.
- The Advertiser Perceptions survey, released by the IAB this morning, shows ad execs are most optimistic about CTV due to the deprecation of cookies and mobile IDs.
- Through the partnership, Tinuiti will gain access to the full suite of Snapchat's audience, products, and services, with the goal to drive performance business results.
- A growing number of consumers worldwide consider Google's video-sharing site YouTube to be similar to television.
- An integrated combination of demand-side platform, supply-side platform and data-management platform, TV+ features premium streaming access and linear TV ad inventory from 130 channels, the company says. The new version of the platform is now "fully" cross-platform.
- 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.
- Crypto brands can help to shape people's opinions about a legal framework for digital currencies by recognizing different audiences.
- 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.
