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Data-driven targeting

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Article

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.

Article

As certain business types become more proficient at using data, analytics and machine learning to serve their primary goal in a better way, they are also creating whole new sources of revenue.

Article

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.

Article

A combination of programmatic buying and AI-informed content turned around the Shoe-d-vision business in Denmark and Norway, boosting both online and offline sales.

Article

Outback Steakhouse, the US casual dining chain, drove an extra 250,000 visitors to its branches in three months with a geo-tracking campaign.

News

ORLANDO, FL: Anheuser-Busch InBev, the global brewer, has witnessed significant benefits from tapping into the power of programmatic advertising in a nuanced way.

Article

Anheuser-Busch InBev, the beer giant, has witnessed considerable success from tapping into the power of programmatic advertising.

Article

Warns against uncritical use of data and advises that marketers should champion insight to bring its wisdom to the boardroom.

Article

Brands should beware becoming addicted to digital hypertargeted advertisements which can be detrimental to brands in the long term.

News

SEATTLE: Placed, the location analytics firm owned by Snap, has decided to make its Placed Insights tool available for free, which will enable users to track store visits across about 1,900 businesses in the US.

Article

Big brands have been criticised for allocating too much adspend to overly targeted digital media, but without much proof that it reaches and engages consumers, marketers might be tempted to abandon it altogether.

Article

It has become increasingly clear that the competitive advantage for a brand in the future will revolve around identifying real-time audience behaviours and transforming them into powerful insights.

News

AMSTERDAM: The application of artificial intelligence techniques as part of the media buying process has the potential to boost brand metrics and purchase intent while also addressing brand safety issues.

News

PALM DESERT, CA: Marketers should work out how they will reach the “homes” of consumers, as well as their “heads” and “hearts”, according to Randall Rothenberg, President/CEO of the Interactive Advertising Bureau ...

Article

Ecommerce, first-party data and cloud-based systems are among the major drivers that can help brands engage consumers in new ways.

Opinion

In the face of less and less valuable online ads that struggle to deliver value to both brands and publishers, is it time to rethink the church-state divide? Asks Jonathan Carter of Acxiom.

News

SYDNEY: Loyalty marketing and retargeting is no longer enough in the era of ‘mass personalisation’, according to a senior agency executive in Australia.

Article

Offers insight into how brands and agencies alike can prioritise effective data collection and management in the 'mass personalisation' era of marketing.

Article

Today's digitised world has created a proliferation of data as people create a record of their individual behaviours and look to share it with marketers in exchange for a more valuable experience.

Article

This article outlines the key media trends set to shape Thailand's marketing landscape through to 2020, including mobile, programmatic, AI, big data, and addressability.

Article

H&R Block, the tax-preparation service, is effectively making use of artificial intelligence (AI) and machine learning to enhance its marketing.

Research Paper

Automobile brand Jaguar Land Rover created customised LinkedIn-focussed strategies to target their customers in India.

News

SINGAPORE: Chinese consumers are generally far more accepting of online advertising compared to other markets – in fact, being targeted with ads can be seen as indicative of their status, especially for luxury products.

Article

A review of the implications of GDPR that are most pertinent to advertising practitioners, based on the advice and thinking covered on the World Media Group's 'Everything You need to Know about GDPR' breakfast briefing.

Opinion

The problem with endless over-optimisation is that practitioners look at advertising through the lens of a spreadsheet which, argues Faris Yakob, loses the humanity in the craft.