Viant’s exclusive new research explores the spending behavior and lifestyle habits of consumers across three top national department stores: Nordstrom, Macy’s, and Kohl’s.
The biggest issue to take center stage at the Digiday Brand Summit was the proliferation of mobile devices and the effect that cross device behavior was having on consumers’ shopping habits. It was clear that brands were struggling to identify the most effective ways to reach their customers across devices, while also accounting for each advertising dollar spent.
As brands put more resources behind the acquisition and management of big data, marketers are feeling increased pressure to leverage this data to reach customers across the open web effectively. Throughout this process, several questions arise: where should the data come from? What are acceptable ways to collect and use the data? And how can we guarantee the data’s accuracy?
Acquiring Viant in February propped up digital advertising’s Q1 growth. The completed acquisition is Time Inc.’s bet to take on the two digital advertising behemoths by developing a deterministic, cross-device data set of its own.
Forget the research stage – brands need to reach consumers when they are first considering a purchase, and first-party data is the way to do it. Data worked its way into every session, panel and debate in all of its forms: as the disruptor of sectors, as the antidote to flailing marketing efforts, and as the passport to razor-sharp insights, argues Katie Field, UK MD at Viant.
The recent Women in Retail Leadership Summit in Miami provided a unique opportunity to network with and learn from the industry’s most creative, driven and successful women. Amid the powerful and insightful presentations as well as conversations held during outdoor cocktail receptions held by the beautiful Four Seasons pool, the event shed light on the challenges facing today’s top retail brands.
By combining the precision a digital advertising campaign powered by first-party data to target individual voters, with the massive scale, and reach of traditional television to influence a wider demographic and create mass awareness, campaign strategists can rest assured their candidates’ messages are reaching audiences that matter.
The one annual theme that pervades I-COM is the creative application of data science to marketing creativity. Additionally, one of the highlights of the show is the Data Creativity Awards, where marketers and analysts are rewarded for excellence in exactly that intersection of disciplines.
Nearly a third of senior advertisers in North America are familiar with people-based targeting and know the concept well, according to February 2016 research. A further 39% said they have a general idea of what it is.
The Viant Advertising Cloud has been re-verified by VivaKi, highlighting the strength of Viant’s current DSP product offering, and solidifying Viant as a leader in the people-based DSP market.
Many marketers still find frustration trying to assess where and how their digital ads are being interacted with by consumers, whether the messages are reaching their intended audience, and – crucially – whether the consumer has already completed their path to purchase as a consequence.