Data-driven targeting

Brand

567 results found

Sort by

Article • WARC Best Practice, February 2019

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.

How to develop an effective data-driven marketing strategy

Article • Lewis Taffs, WARC Best Practice, September 2018

Outlines the various steps to take that will enable companies to develop and implement a successful data-driven marketing programme.

Godrej and Mindshare: Finding a community to fight dengue fever

Article • Sam Peña-Taylor, Event Reports, I-COM Data Creativity Awards, Winner - General Category, May 2019

Godrej’s HIT brand, a consumer insect repellent brand, worked with Mindshare in India to push its place in the combat against dengue fever, an insect-borne disease, by bringing together a community of donors.

How McDonald’s used app data to power digital OOH

Article • Sam Peña-Taylor, Event Reports, I-COM Data Creativity Awards, May 2019

In Australia, McDonald’s leveraged data from its Monopoly app to optimise its digital advertising and drive footfall in stores.

TV networks step up work on addressable ads

News • 15 May 2019

The big US TV networks are launching addressable ad strategies in a bid to grab a share of the rapidly growing $2 billion market.

How CNN is tapping digital data

Article • Stephen Whiteside, Event Reports, SXSW Interactive, March 2019

CNN, the news brand, is tapping the power of digital data to help it make smarter choices and better serve its audience.

Ethical-by-design: Lessons from DuckDuckGo

Opinion • Dax the Duck, May 2019

The May issue of Admap looks at data ethics. DuckDuckGo, an internet search engine, uses keyword-based advertising as its primary business model.

Walmart extends its video advertising offer

News • 03 May 2019

Retail giant Walmart debuted at the NewFronts event in New York this week, announcing the roll-out of its Vudu Audience Extension video ad network this summer.

Navigating the CCPA: Anticipating the immediate impact and long-term pitfalls for the advertising industry

Article • Gerard M. Stegmaier and Mark Quist, Admap, May 2019

The California Consumer Privacy Act of 2018 (CCPA) will transform the legal compliance requirements for businesses that buy, sell, and use personal information throughout the global advertising ecosystem.

Data protection regulation in APAC: What it means for marketers

Article • Mark Parsons, Admap, May 2019

Looks at the significant move towards stronger data protection compliance by marketers and organisations in the APAC region, driven by evolving consumer expectations as to how their data will be used.

Axel Springer builds audience segments with machine learning

News • 19 April 2019

German publisher Axel Springer is using machine learning to fuse disparate data sources and create three-dimensional “maps” that cluster users around likely interest groups.

Broadcast standard enabling addressable ads on TV to roll out by 2020

News • 11 April 2019

A new broadcast standard, ATSC 3.0, or Next Gen TV, is reportedly on schedule to roll out across 40 US markets by 2020.

India's e-commerce battleground shifts to ecosystems

News • 09 April 2019

With rules limiting foreign direct investment and the use of discounting, India’s e-commerce battleground is shifting onto new territory, as the biggest players seek to build their own ecosystems incorporating everything from financial ...

Facebook delivers ads skewed to race and gender

News • 08 April 2019

Facebook’s ad targeting algorithms automatically skew the delivery of ads based on race, gender and other characteristics, even when advertisers specify they want to reach a broad and neutral audience, a new academic study has found.

How Axel Springer is using its data to offer brands new insights into audiences

Article • Alex Brownsell, Event Reports, Data Talks, March 2019

German publisher Axel Springer partnered with 1PlusX, a data management platform provider, to help it offer advertisers more sophisticated data-driven audience targeting tools.

Why brands should target people going through life events

Article • Craig Harris, Event Reports, Behavioural Economics and Behavioural Change, February 2019

People who have recently experienced a life event are more likely to try new brands and are therefore an ideal target market for many product categories.

How behaviour-based marketing can improve B2B marketing

Article • Jon Clarke, WARC Best Practice, March 2019

Outlines the five-step approach which helps to start the journey to a more behaviour based strategy.

The world of TV advertising is not fine

Article • Brooke Hemphill, Event Reports, Future of TV Advertising Forum, February 2019

Australia’s television media industry faces an existential threat from digital platforms and must become more progressive in its use of data and technology to compete.

Programmatic creative: Four pillars of personalisation

Article • John Nardone, ANA Magazine, Forward, March 2019

Outlines the four pillars that will take your programmatic creative that final mile.

Video Landscape Report

Article • IAB, December, 2018

There are many opportunities and challenges for marketers and brands to reach and engage consumers in a rapidly evolving video ecosystem.

AI’s role in frequency capping

Article • Dhoreena Ventura, Admap, March 2019

Discusses two different types of frequency capping, manual capping and AI-assisted capping, and how best to implement them into your marketing strategy.

What we know about addressable TV

Article • WARC Best Practice, February 2019

This article provides marketers with information and guidance about using advanced targeted approaches offered by addressable TV.

The B2B future of digital marketing

Opinion • Geoffrey Precourt, February 2019

Geoffrey Precourt taps the IAB’s Susan Borst to discover what’s happening in the world of B2B digital marketing.

10 tech and media trends in 2019

Article • Dan Calladine, WARC Webinars, January 2019

Details the major technology and media trends marketers should be looking out for in 2019 and what the implications are for brands.

The Future of Engagement is Purchase

Article • Peter Petermann, WPP Atticus Awards, Highly commended, 2018

To successfully navigate these new ecosystems in the path to purchase, brands in China need to update their communications planning approach to capture the whole customer journey.

What we know about targeting vs reach

Article • WARC Best Practice, February 2019

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.
Carat's 10 trends for 2019

Article • Dan Calladine, WARC Exclusive, December 2018

Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.
Media in focus: Marketing effectiveness in the digital era

Article • Institute of Practitioners in Advertising, October 2018

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.
How to develop an effective data-driven marketing strategy

Article • Lewis Taffs, WARC Best Practice, September 2018

Outlines the various steps to take that will enable companies to develop and implement a successful data-driven marketing programme.
Trend Snapshot – Connected TV’s next phase

Article • Alex Brownsell, WARC Trends, August 2018

Explains the current trends in the highly complex and fragmented landscape of connected TV and provides tips for brands tackling this area as its popularity increases.
Trend Snapshot: Contextual advertising

Article • Alex Brownsell, WARC Trends, July 2018

Explores whether advertisers may be better served reaching consumers on the basis of digital media context.