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 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.
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.
The practice of audience segmentation has been taken to new heights in recent years by programmatic media buyers who use ever more precise targeting tools to refine audiences. They overlap targeting filters by time of day, geography, recent search behavior, sites visited, credit worthiness, and where a consumer falls in the purchase funnel. Ecommerce and B2B marketers, in particular, may work with audiences of a few hundred or a few thousand, which may be small but highly engaged and highly profitable audiences.