Data

The Next Evolution of Data-Driven TV Targeting
August 27, 2020 at 8:37 am

The concept of addressable TV advertising dates back more than a decade, and it’s been a game-changer ever since its origination. However, it’s also a fast-moving target when it comes to reach and capabilities. Let’s look at where we stand today and where we can expect the continued divergence of TV technologies and advanced targeting to take us in the coming years.

Why the Personalization “Hype Cycle” Is Over
August 20, 2020 at 8:15 am

After two decades of relentless progress, personalization is reaching its high-water mark. As deeper efforts yield declining returns, advertisers seeking to maximize effectiveness should balance their investments in data-driven targeting with a greater focus on creativity and storytelling.

How Marketing and Advertising Creatives Can (Actually Enjoy) Using Data
August 12, 2020 at 9:06 am

We creatives have been using data all along – we just focused on the qualitative end of it. Quantitative data is really just one more research tool to help us understand the value of the product, find the opportunities, and speak to customers in a way that will produce an action.