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News

NEW YORK: Six major advertising industry trade associations have signed an open letter attacking Apple’s “heavy-handed” approach to setting cookies in the latest update of its Safari browser.

Article

This article looks at how brands should identify the sales-driver segments of the target audience and then profile them in order to engage them via appropriate messages, if they are to grow sales.

Article

This article looks at how Data Management Platforms can power better research and overcome the two key disruptive forces in the market; technology and data.

Article

This article provides guidance and reading on what is possibly the oldest and most recognisable advertising medium, how it is adapting to the digital present and taking on the complexities and varieties of a continuously relevant medium.

News

NEW YORK: Slate Group’s podcasting network, Panoply, will focus on selling audiences rather than individual episodes to brands, as its partnership with Nielsen brings the veteran podcast publisher new ad capabilities.

Opinion

Subscribing to the notion that a change in belief will lead to a corresponding change in behaviour may seem like common sense, but Faris Yakob argues that marketers who want to do their job should look into how behaviour is actually shaped and changed.

Article

This event report addresses how digital data is changing the face of political communications, with potentially mixed results for voters.

News

SINGAPORE: Location data can offer vital insights to marketers on customer behaviours, particularly hyper-connected millennials, according to an industry expert.

Article

This webinar replays WARC's session: "How to be a smart targeter" at the Cannes Lions festival this year.

Article

This article reports on how location data can provide insight into the purchase habits of millennials, with examples from five APAC markets (Australia, Hong Kong, Indonesia, Malaysia and Singapore).

Article

This event report looks at research into the mobile behaviours of Gen Z in the UK, a group termed 'mobile prodigies'.

Article

This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.

News

NEW YORK: Both Apple and Android are set to introduce changes to their policies around the gathering of location data via their mobile operating systems which have the potential to affect mobile marketers.

Article

This article examines how measuring digital advertising through clicks reveals little about the ad's performance in its target market and is contributing to a worrying trend towards short-termism in marketing.

Article

This event report looks at how UK retailer Marks & Spencer is using location-based marketing to boost footfall and sales at its stores.

Article

This article discusses what is meant by cognitive marketing and how this can be used effectively to inform customer data.

News

SINGAPORE: Brands must fight back against "weaponised use of information", a global agency chief creative officer has said.

News

SHANGHAI: Chinese consumers are more interested in targeted and personalised ads than their Western counterparts, according to new research – and most think advertisers are doing a better job at reaching them than previously.

Opinion

Ahead of WARC's session at Cannes, Nigel Hollis of Millward Brown asks 'Is the creative industry losing its ability to sell stuff?'  Next week I will be speaking at a WARC panel session at Cannes on purpose marketing .

Article

This article explores key differences between Chinese consumers and Western markets, including high ad positivity, more interest in personalisation and frustration with poor programmatic targeting.

Article

This event report details how Coca-Cola, the soft drinks manufacturer, is driving value from data.

Article

This article explains how programmatic advertising can be used to deliver cross-media insights and cross-device reach optimisation, with predictions for future possibilities.

Article

This article outlines some of the major issues faced by buyers of programmatic advertising, including viewability, fraud and suitable context, and the measures they can take to counteract them.

Article

This article explains the pros and cons of programmatic TV (PTV), and how it differs from other programmatic media including addressable TV, streaming, video-on-demand and digital out-of-home.

Article

This article explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.