Viant’s answer to the marketing data overload problem isn’t a customer data platform – it’s a data lake. “And it’s for advertisers that want to go deeper on analytics,” said Jon Schulz, CMO at the Meredith-owned ad tech platform, which launched its data lake solution out of beta on Monday.
Ahead of the Kentucky Derby, Viant breaks down the event’s TV audience into three segments (gamblers, outdoorsy people and sports fans) and reveals their differing auto, beer and shipping preferences.
If you thought that Westworld viewers are more likely than say, Game of Thrones fans, to own video game consoles, adopt new technology and take long, expensive vacations to somewhat morally questionable alternative reality landscapes, you might be partially wrong, says Viant’s CMO as he reveals the consumer behaviors of both Westworld and Game of Thrones fans.
Connected technologies offer a clear picture of how people watch major sports events and what that means for brands trying to reach those consumers. Deploying those technologies, ad-tech firm Viant, which specializes in creating targeted campaigns for advertisers, has revealed data indicating the variability of March Madness viewing and the pronounced differences in how fans tune into the various rounds of the NCAA basketball competition.
According to Viant’s Hispanic Millennials report, millennials make up 40% of the Hispanic population — which means that if advertisers are truly serious about targeting Hispanics, they should also be tailoring their message to appeal to the millennials amongst them. Here are the other top trends marketers need to consider in order to create meaningful campaigns for a Hispanic audience.
As new platforms and technologies impact consumers’ path to purchase, there is a growing challenge to identify new strategies to drive sales and deliver true return on ad spend in the changing digital landscape. After speaking with marketers about some of the biggest challenges and opportunities in the industry, I see that many of them appear to be playing a version of the classic game of “kiss, marry, kill” when it comes to making strategic decisions about their brand, audience and measurement, writes Viant’s VP of Strategic Partnerships Jeremy Haft.
One of the defining characteristics of technology is its potential to improve workflow. Buying through technology, rather than face-to-face, for example, has become the norm. However, while having good technology is incredibly valuable, client service may be the most important ingredient for success, writes Adelphic’s VP of Programmatic Strategy Alex Perrin in AdExchanger.
For marketers today, success comes down to people-based targeting and measurement, and evolving their TV to digital strategies will help them get with the program, writes Viant’s CRO Jeff Collins in VideoInk News.
Viant’s CMO Jon Schulz discusses the impact that people-based marketing has on the advertising industry today and the three factors that are critical to building a successful approach with MarTech Series.