Viant, an ad-technology company, is offering a suite of B2B data segments through the Viant Advertising Cloud, thanks to partnerships with Dun & Bradstreet, Transunion, Infogroup, HG and PeopleFinders DaaS.
As transparency becomes a high priority across the advertising landscape, more brands and agencies demand to know exactly what their media investment is getting them, writes Viant’s VP of Programmatic Strategy Alex Perrin in MediaPost, as he discusses what’s fueling the rise of PMPs today.
Websites are purging cookies now that they’re required to be more stringent about how they use people’s data. In a September 2017 study of 250 US digital marketers by Viant, about 60% of respondents said they will no longer rely on cookies for the majority of their digital marketing within the next two years.
Viant Technology on Wednesday introduced an ad-targeting feature that considers how long it takes for a consumer to repurchase a product from CPG companies such as cereal, detergent and pet food before sending that targeted message.
“Salesy” tactics like touting vanity metrics are spreading doubt about digital marketing’s effectiveness. In a survey of 50 US CFOs conducted by Viant, 36% of respondents said one of their biggest concerns about the digital marketing at their organization is that they measure in vanity metrics. The CFOs’ frustrations stemmed from being presented with material that didn’t help them meet their ultimate goals.
For companies like Viant, focused on market growth, Millennials are one of the most intrinsically multicultural consumers in the United States,” representing some 75 million individuals across the country. In its analysis of the demographic group, Viant showed that Hispanic consumers are not only more inclined to interact with brands directly through social media, but that 30 percent of them “are more likely to register as Democrats.”
Despite the superhero ethos of civic engagements, comic book superhero fans index below the average American when it comes to participating actively in civil, social or political issues. The insight, which comes from a special analysis Viant did leading up to Friday’s opening of Comic-Con 2018 in San Diego.
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.
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.