If marketers were to believe media consumption metrics as an absolute truth and a barometer for attention, it would seem that the public either never sleeps or never takes their eyes off a device.
Testing is core to marketing, but reporting on a myriad of experiments across a plethora of partners is a headache. Setting aside the ideal goal of sensible and accurate multi-touch attribution, simply getting data to jive and integrate into the same dashboard is no easy task. In many cases, it’s akin to mixing oil and water.
As marketers rightly seek and demand better, clearer reporting into the efficacy of their media spend, so advanced television campaign measurement and attribution is receiving more scrutiny. To aid marketing teams in this pursuit, the IAB has released an advanced television attribution buyer’s guide, and there are a few key takeaways every omnichannel marketer should take note of.
As marketers seek better agency over their efforts, so many are bidding farewell to external agencies and bringing more activities in-house. Much of this is driven by aspirations to reduce cost, improve business intelligence, and move more quickly in ever-changing markets.
Every day, marketers are looking for ways to elevate their digital strategies, yet many lack the time or resources to put their theories to the test or explore new technologies.
Indeed, according to a recent study published by Warc, marketing exploration is frequently hindered by both technical barriers (45%) and budget constraints (42%).
As marketers look for ways to maximize their Q4, so many are revisiting their foot traffic tactics, and for good reason. Recent data suggests that brick-and-mortar retail sales will drive the majority of holiday sales growth this year.
As consumers have shifted to spending more time on their mobile phones, so advertisers have shifted their budgets. In the process, the mobile advertising landscape has become considerably more competitive. To make the most of their digital dollars, savvy marketers are turning to AI powered solutions to improve campaign effectiveness.
Every year, The Drum Digital Trading Awards celebrates the best in the ad tech industry. This year, we’re pleased to share that AUDIENCEX has been selected as a finalist under the “Most Effective Programmatic Media Partnership” category.
As video consumption behaviors shift, so must marketers. While a lag between viewing behaviors and ad buying strategies remains, recent data suggests that marketers fed up with linear buys may now be ready to turn to programmatic video, and soon.
For advertisers looking to optimize the value of every impression, viewability benchmarks are simply not enough.
Viewability metrics provide but a glimpse into one indicator of ad placement quality, but that glimpse is not enough. While an ad that is never in-view has no chance of having an impact on a viewer, an ad that is in-view for only a brief moment doesn’t have much better odds.
