Viant’s new research demonstrates how CMOs who prove the value of digital marketing spend will make allies of their CFOs and succeed.
Targeting is of utmost importance in marketing and advertising. Yet every year advertisers lose billions of dollars as a result of poorly designed targeting strategies. According to a study conducted by Viant, Inc., there are three factors hindering success in digital ad campaigns. Audience reach is only 30 percent; targeting inaccuracies stand at 27 percent; and anonymous ad targeting amounts to 26 percent.
In our latest Q&A, Grapeshot’s Jessica Reid discusses the latest trends in brand safety and customization, as well as the role contextual intelligence plays in the conversation.
Because marketers are experiencing data-driven growing pains, they have a strong interest in beefing up their data science capabilities. However, measurement issues are restricting marketers’ investment in analytics. In a March survey of 50 CFOs in the US conducted by Viant, respondents indicated that they perceived their organization’s marketing efforts as cost centers. They were miffed that their marketing teams didn’t judge success based on concrete outcomes like sales.
Jon Schulz, CMO at Viant, writes in MarTech Advisor how people-based marketing can be utilized as a tool to overcome the longstanding divide between marketing and finance.
One of the main advantages of digital media is marketers’ ability to immediately determine how well their ads are performing. It’s no wonder the advertisers want better accountability, transparency and insights from TV. Marketing platform Viant’s newly upgraded automatic content recognition (ACR) platform can relay data about the programs showing on TV, whether they come from cable, over the air or over-the-top (OTT) boxes.
Viant, a Meredith Corporation people-based advertising technology company, announced the launch of its next-generation Viant TV platform. The major advancements include improved addressable household reach and scale through expanded data partnerships; the addition of low latency TV retargeting capability; and increased connected TV (CTV) inventory scale.
Viant announced the launch of its next-generation Viant TV platform. The major advancements include improved addressable household reach and scale through expanded data partnerships; the addition of low latency TV retargeting capability, and increased connected TV (CTV) inventory scale.
You’re watching TV, and a Pepsi commercial interrupts the show you’re watching. You switch the channel, but, within seconds, the same Pepsi commercial shows up on the tablet you’re holding. That scenario of multidevice campaigns, coordinated with your television program watching, is now available with the latest version of Viant’s TV platform with automatic content recognition (ACR).
The Meredith-owned ad tech company offers real-time TV retargeting, significant CTV scale and advanced TV attribution and conversion capabilities.
The people-based ad tech firm has boosted its automatic content recognition platform to deliver related ads in near-real time to other devices.