Viant’s new research demonstrates how CMOs who prove the value of digital marketing spend will make allies of their CFOs and succeed.
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.
Over 60% of marketers believe they will no longer need to rely on tracking cookies, a 20-year-old desktop-based technology, for the majority of their digital marketing within the next two years, according to data from Viant Technology, an advertising cloud.
Make-up brands (and the drugstores that carry them) also have a shiny opportunity during the Oscars — though according to Viant, a Meredith Corporation advertising technology company that analyzed the profiles of over 600,000 people who watch the Grammys, the Olympics, and the Oscars — the best timing of their opportunity varies from brand to brand.
Relying on anonymous data is a relic of the past in digital marketing, reports Viant in Associations Now. Here’s why marketers are dropping cookies in favor of people-based marketing.
The death of the tracking cookie may be upon us. According to a September 2017 survey of US brand-side digital marketing executives by Viant, more than 60% of respondents believe they will no longer need to rely on cookies for the majority of their digital marketing within the next two years.
Brand marketers’ top reason for investing in digital marketing is also the key factor limiting the success of their digital efforts, per results from a Viant study. And what is that factor? Audience reach. In its survey of more than 250 US brand-side digital marketing executives in companies with at least $50 million in revenues, Viant found that the most frequently-cited reason for investing in digital marketing is audience reach.