As the way we watch TV has changed, so has the approach to TV advertising. Traditionally, TV ads have been run without much thought behind personalizing the viewer experience, and often with limited measurement or feedback on performance. The rise of automatic content recognition technology (ACR) is changing that.
How we measure TV advertising – and how those methodologies compare to those used in digital – continues to be one of the most contentious issues in the industry. Jeff Collins, CRO at Viant, says that TV’s panel-based measurement is no longer fit for purpose, and that the future is a people-based approach that looks at both engagement and data gleaned from automatic content recognition (ACR).
Forty-percent of customers account for 80 percent of purchases at department stores. For retailers, these Heavy Spenders are the Holy Grail of shoppers. Understanding who they are, and how they shop, is key to marketing to them as these shoppers appear to defy the traditional demographics.
Last week at Attribution Accelerator, some of the foremost leaders in advertising and analytics came together to discuss the current challenges of attribution modeling. While there was a lot of enthusiasm for the event, one of the key themes echoed by various speakers and attendees was the dire need for advancement in measurement solutions.
As device proliferation continues to grow exponentially, the need to reach consumers across all screens has become an increasingly critical component of a marketers’ advertising strategy. Marketers are rising to the challenge by adopting people-based approaches that rely on real, first party data and identity management to close the loop.
With Black Friday just a few days away, retailers are gearing up for what is predicted to be the biggest kickoff to the holiday shopping season in recent years. While most retailers have a general understanding of who buys their products and services, the real marketing goal is to go beyond identifying a retailer’s customers, and find those true high-value customers who are driving the most revenue online and offline.
In the recent report “The Anatomy of a Department Store Shopper,” Viant, a Time Inc. company, examines shopping habits of nearly three million U.S. shoppers and uncovers some surprising findings about Nordstrom, Macy’s and Kohl’s that highlight strengths and weaknesses, many of which are surprising.
To succeed in ad tech, you must be able to find passion in your work, play to your strengths, sharpen your skills, step outside of your comfort zone, and build a strong network of diverse connections around you, writes Viant’s VP of Product Marketing, Eden Orndorff.
In an already polarizing election season, we took a look at just how different Republicans and Democrats are when it comes to topics outside of politics. From movie preferences to pet ownership and more, we dug into the Viant Advertising Cloud to provide some insights on these two parties’ lifestyle and media habits.
Great brands care about their consumers and strive for the right mix of when, where, and how often to engage them in order to deliver the best possible brand experience. However, the ongoing walled garden versus open-platform debate, one we’ve heard ad nauseam across the industry, often loses sight of the consumer entirely.
While automakers have historically been stalwarts for network and cable television gobbling up prime spots in major primetime programming, with more than 90% of new vehicle purchases starting with internet research, the auto buyer origination point is clearly online.