Explains the benefits of targeting and reach and explains key differences, such as how tight targeting can benefit short-term activation campaigns, whilst reach can be favourable for long-term brand growth strategies.
LONDON/NEW YORK: Marketers need to move beyond the use of demographics in their advertising and factor in the wealth of purchase data available in order to better target consumers, according to the chief research officer at Nielsen Catalina ...
SAN SEBASTIAN: Nordic footwear retailer Shoe-d-vision reversed the flow of traffic away from physical stores, drove online sales and gained market share with a combination of programmatic ad buying and AI-informed content.
BEIJING: In 2018, marketers’ use of data in the Chinese market will mature, and more and more brands start to integrate the information available to them as the country’s big three internet companies carve out their niches.
Vanessa Tadier, Admap, May 2018, pp. 42-43
While some believe the term ‘experiential marketing’ should only apply to real-world interactions or events, the wider industry is starting to recognise its benefits in engaging individuals in immersive activities, both online and offline.
SAN SEBASTIAN: US mobile network Sprint used artificial intelligence to personalise messages to customers – and not only boosted retention rates but created a ripple effect that slowed churn rates among its customers’ friends.
SINGAPORE: In Singapore’s competitive food delivery category, McDonald’s cannot afford to rest on its laurels, according to senior executives who worked on the award-winning McDelivery campaign which topped the global Gunn Media 100 ...
McDonald’s, the global quick service restaurant chain, maximised media cost efficiency and managed consumer expectations of delivery time through tailored messages, mapping real-time restaurant data against paid search spends, via a live API.
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.
This article, taken from the Warc Toolkit 2017 report, discusses how to achieve marketing effectiveness in the digital age by striking the right balance between close targeting and mass reach, and between short- and long-term strategies.
Mobbie Nazir, WARC Best Practice, November 2016
This paper explores the use of social within the roster of a campaign's media use; a broad term, it refers to a collective of online communication channels built on community-based input, interaction, content-sharing and collaboration.