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.
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 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.
The tune is changing for audio advertising as programmatic advertisers attempt to find the right strategy & frequency for reaching niche audiences, and podcasts may very well be an answer.
Marketer inclusion of connected television into their media mixes is a curious tale. Long gone are the days when campaigns can afford to waste countless impressions on the wrong audiences. Strained by an ever-increasing demand to drive measurable results for the businesses they represent, most marketers have flocked to highly targeted and measurable channels.
As students head back to school, so many marketers are heading back to the drawing board to refresh their ad creatives for the fall & holiday shopping season. Indeed, while some marketers are still finalizing their Labor Day sales, others are already looking ahead to holiday strategies, and for good reason.