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January 3, 2019

Why Am I Seeing So Much Traffic in Kansas?

  • Posted By : Michel Benjamin/
  • 0 comments /
  • Under : Advertising, Insights

As data-driven marketers, we spend a lot of time planning out our marketing campaigns. We build audience personas to understand who our target customers are, then we use those insights to build an accurate and efficient media plan. From there, we use that plan to make smart media buys that help us reach those customers and drive them down the conversion funnel. 

If you are a local advertiser in Dallas or Chicago (or anywhere for that matter) targeting your local community, you may be confused if you see Kansas showing up as a high-ranking geo center in your Google Analytics. And if that’s the case, you aren’t alone. 

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December 4, 2018

Rendering the Right Kind of Ad Recall

  • Posted By : Barbie Koelker/
  • 0 comments /
  • Under : Insights

Every week, a new article is published about the number of users who block or otherwise find ways to ignore advertisements. While advertisers can prioritize bidding into verifiably viewable inventory to ensure their ad is seen, the quest for captivating audiences doesn’t stop there.

If a campaign successfully reaches an intended individual, will their recollection of the message be positive, or will they be annoyed? The answer relies on a number of factors.

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November 13, 2018

Multitasking Media & the Need for Omnichannel

  • Posted By : Barbie Koelker/
  • 0 comments /
  • Under : Insights

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.

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November 6, 2018

Oil & Water: Integrating Marketing Insights

  • Posted By : Barbie Koelker/
  • 0 comments /
  • Under : Insights

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.

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October 30, 2018

Advancing Attribution for Advanced Television

  • Posted By : Barbie Koelker/
  • 0 comments /
  • Under : Insights

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.

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October 23, 2018

Efficiency & Agency: Top Drivers of Marketing In-Housing

  • Posted By : Barbie Koelker/
  • 0 comments /
  • Under : Insights

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.

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October 9, 2018

Finding Footing for Holiday Promotions

  • Posted By : Barbie Koelker/
  • 0 comments /
  • Under : Insights

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.

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October 2, 2018

Finding Fragments: Captivating with Digital Video

  • Posted By : Barbie Koelker/
  • 0 comments /
  • Under : Insights

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.

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September 25, 2018

Looking Beyond Viewability

  • Posted By : Barbie Koelker/
  • 0 comments /
  • Under : Insights

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.

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September 18, 2018

Finding the Frequency: Programmatic & Podcasts

  • Posted By : Barbie Koelker/
  • 0 comments /
  • Under : Insights

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.

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