Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "targeting"
- Programmatic was supposed to be about economic and efficient planning and buying, but a new ANA study finds it's mostly related to "bad things."
- Generative AI will allow companies to build highly personalized consumer profiles with just a few bits of consumer data to target ads and follow behavioral patterns.
- 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.
- Scaling high-performing video ad creatives across paid social platforms is daunting at best. PetPlate shares its framework for turning one video concept into five, maximizing the potential of user-generated content (UGC) influencers, and making video-first ads the sole focus of a brand. You, too, can crack the code of scaling paid social through a test, learn and iterate framework. Bringing viewer attention in the first few critical seconds of a pre-roll is an art+science puzzle under any circumstances. But when you are targeting a full funnel of touchpoints across multiple platforms, from social to YouTube to TikTok, the equations get really hard. Amelia Coomber, Director of Acquisition & Performance Marketing at PetPlate, shares their recipe of testing and iterating your way to conversion.
- Marketers and agency executives choosing advanced TV programmatic partners said measurement capabilities were most important.
- Some 60% of marketing and sales professionals participating in a CMO Council survey do not co-own data and customer strategies.
- In the most purple of purple states, conventional wisdom holds that Pennsylvanians' geography determines their politics. The Shapiro campaign threw out that old map. As media and digital consultants Roy Temple, Vice President of Digital, and Nathan Nye, Partner, at GPS Impact, explain, the campaign used extensive research and data analysis to identify areas with a higher density of historical ticket splitters. And then served them a message laser-targeted to cut through the noise. It allowed them to invest more heavily in digital persuasion, run non-traditional Democratic messaging, and outperform 2022 in key Republican strongholds.
- When your dough-wrapped ice cream brand challenges traditional taste, texture and even color profiles, it takes an all-screen approach to change minds. My/Mochi's fun and weird "Melt Your Mind Mouth" campaign used some of the largest DOOH inventory in the US to show and tell the unique texture and emotional experience of this snack, even its invented "Purpinkle" brand color. As My/Mochi's Former Managing Director and CMO, Russell Barnett, explains, the digital elements of its OOH and online strategy uncovered the potential for targeting dynamic situations, gaining massive off-line eye-share, and driving both digital and retail activity.
- Fabre-Hernoux says privileged access to the inside thinking about and application of some of the most powerful consumer data insights in the world prepared her to innovate the way Wavemaker and parent GroupM handle it.
- Email addresses are the "durable" identity links that allow sensitive personal information to show up in retargeted ads, researchers say.
- About three quarters of U.S. consumers said it's acceptable to receive more relevant ads based on the media they consume.
- When omicron began surging in December, Ro became an unlikely destination for rapid Covid tests. With plenty of tests in stock, Ro strategized a CRM campaign to spread the word. In this fireside chat with Amy Heir, Ro's Senior Director of CRM, you'll learn how Ro navigated the CRM push for rapid Covid tests and prioritized segmentation. Amy will share the steps her team took to make sure Ro could get tests in everyone's hands. She'll touch on targeting, knowing your customer, testing, and more.
- 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.
- 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.
- This week the industry is most interested in location, location, location. As in, location-based marketing, which incidentally reflects a big gap between advertisers and agencies
- 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.
- USIM worked with Roku to help solve the problem of generating foot traffic during the pandemic by providing a new ecommerce strategy to offset the reluctance of consumers in the market to return to in-person shopping.
- A study finds that showing products in other categories can hurt online sales and distract attention from the target item. But similar products can help.
- Changes in consumer behavior and attitude will drive shifts in media buying, from location-based targeting and search to out-of-home electronic billboards and fueling stations.
- 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.
- 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.
- The partnership expands IBM's data-targeting focus to combine weather, location and point-of-sale data.
- Google is introducing the gender intent of the searcher for certain keywords without consumers adding a gender-based term in their query. Searchmetrics has suggestions for how to approach the challenge.
- "Advertising" and "marketing," and especially their use of "data," "targeting," and the potential for "abuse" were a big part of the five-and-a-half hours of Congressional testimony during the "Big Tech" company hearing on Wednesday, according to a MediaPost analysis of the transcribed testimony published by C-SPAN.
- UM found low confidence in the perceived "truthfulness" of virtually every information source in our lives.
- Organic Valley was finally hitting a point of breakthrough in awareness. It was time to "get the brand out there, to establish the brand."
- Mary Meeker's 2019 Internet Trends report covers all things digital: from slowing growth of internet users and smartphone unit shipments to the impact of privacy changes on ad targeting.
- MALAGA, SPAIN -- Roundtable discussions among some of the world's leading marketers, agencies, media and data analysts at the I-COM Data Summit exposed tensions between the business goals of each type of stakeholder. "Increasingly advertisers are starting to realize they're actually losing brand equity at the top," Global Director of Audience Research at GroupM Simon Thomas said during a discussion about marketers bringing their programmatic media-buying in-house.
- Fans who called James Franco had their phone numbers captured and matched for targeting on Facebook and Adwords. Throughout the remainder of the film campaign, A24 messaged them with customized content.
