What CTV Can Learn From OOH Advertising Measurement

What CTV Can Learn From OOH Advertising Measurement

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What if I told you (in Lawrence Fishbourne’s best Morpheus voice) that in some circles, OOH measurement is, in fact, more advanced than CTV’s equivalent?  And that CTV has a lot to learn from its much older, but just as rapidly innovating, advertising brethren.  Billboards, bus shelters, and airports in the public space are getting […]

Will Measurement Currency be the Biggest Topic at This Season's Ad Upfronts

Will Measurement Currency Be the Biggest Topic at This Season’s Ad Upfronts?

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With 2023’s TV upfronts just weeks away, major media companies and advertisers are gearing up for a new type of debate. While ​​networks promote their streaming services and fan-favorite shows in live stage presentations and one-on-one meetings, brands are asking more questions about measurement currency and the complexities that come with having multiple networks using their […]

How Marketers Can Address the Pressure to Prove Impact

How Marketers Can Address the Pressure to Prove Impact

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Joe McNeill, CRO, Influ2, which describes itself as empowering marketers to prove sales, told Street Fight how marketers can do just that in a time of slimming budgets.

What’s Old Is New Again: Marketers Adopt Marketing Mix Modeling

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As signal loss complicates granular measurement frameworks like multi-touch attribution, marketers are reconsidering more holistic techniques like marketing mix modeling, or MMM. 

The Best Marketing Tactics Can’t Be Measured

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If some marketing tactics are more measurable than others and you place all the emphasis on readily available metrics, you are just going to turn your marketing program into a click machine.

CEO POV: It’s Our Job to Solve Marketing Measurement

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The groundwork for this modern data-is-business strategy is a clearly defined approach to metadata management across the whole data-driven organization. And that can only be effective with executive buy-in.

Nestle Uses DISQO’s Consumer Data to Fill the Cookie’s Gaps

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With the third-party cookie going away on Chrome (eventually) and mobile identifiers losing scale, marketers are seeking new measurement tools. The customer intelligence platform DISQO is stepping in with a new product called Outcomes Lift.

IAS and Anzu Deliver In-Game Ad Quality Measurement

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Integral Ad Science and in-game advertising platform Anzu are partnering up to deliver measurement tools to the mobile gaming sector. IAS will provide advertisers Invalid Traffic (IVT) measurement and reports on viewability through its Signal platform. The company will also help advertisers assess brand safety and suitability.

Roundup: 2022 Adtech & Martech Predictions

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Each month, Street Fight sources expert insights from the businesses in our ecosystem on our theme. This month’s theme is 2022 predictions, and our experts share their takes on measurement and advertising optimization, consumer trust, contextual ads, and marketing with social good as a guiding principle.

OOH Advertising Strategy is Evolving with Measurement Advances

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OOH may appear to be the antithesis of the efficiency- and measurement-obsessed norms of the digital advertising era: one-to-many and not easily attributable. But the channel is evolving, becoming easier to measure and to strategize around thanks to technical breakthroughs.

Marketers, We Need More Accurate Attribution Modeling

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In order to produce accurate attribution models, data must be combined, centralized, clean, valid, and recent. Brands that compile customer data from all channels and assemble the tech that produces multi-faceted views of customer journeys will have a competitive advantage. AI-driven modeling is possible with the right data tools in place.

Google’s Ads Data Hub Should Be on Every Marketer’s Radar

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Ads Data Hub incorporates privacy by design and is first-party data-driven, which is crucial in today’s environment. It is built on a future-proof cloud architecture, meaning as technology continues to evolve, ADH will stay relevant. With all of its capabilities, ADH should be on every marketer’s radar.

Not All Video Ad Impressions are Created Equal

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A new generation of technology-enabled screens have cropped up in unexpected places in recent years, and the audiences and engagement levels they promise could be game-changers for marketers.

What Happens to Drive-to-Store Campaigns After Apple’s IDFA Update?

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Given that Apple’s Limit Ad Tracking feature already renders roughly one-third of iOS users totally anonymous, drive-to-store conversion measurement has been limited at the device-level for some time. The iOS 14 update from Apple simply adds another challenge on top of what was already a difficult endeavor. For marketers who haven’t done so yet, they should take this opportunity to pivot to measurement strategies that are less reliant on the ever-shifting policies of tech giants like Apple.

How to Use Maps for Local Marketing

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Techniques for measuring DOOH exposure and mapping to give cross-device measurement more meaning are being utilized by larger brand marketers, but smaller companies are also getting into the game and finding innovative ways to layer maps onto their local strategies.

Here are five ways that marketers can use mapping technology in their local campaigns.

How Connected TV Ads Help SMBs Recover from Crisis

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One medium that will be especially helpful in the recovery is connected TV (CTV). About three-quarters of households own connected TVs, so SMBs can easily reach the public through this ad-supported medium as life returns to normal.

There are many opportunities to excel both in the current and post-pandemic marketing landscape, but businesses will only be able to take advantage of them if they intelligently create demand. Because of this, SMBs should use audience and measurement data to inform their CTV advertising strategies as markets reopen.

The Affiliate Maturity Curve: Graduating from Banners to Lifetime Value

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Let’s face it: Affiliate marketing gets a bad wrap. Once considered a channel fraught with black-hat players, fraud, weak strategy, and an overall lack of transparency, affiliate marketing suffered from a reputation for opacity that did not imbue confidence and trust in partners. Most importantly, there wasn’t a sufficient level of confidence that the channel could deliver desired results and outcomes. 

The reality is that the last-click-only perception of affiliate marketing is a thing of yesteryear. Looking back, coupon and loyalty dominated the category because of this reliance on the last-click model embraced by brands. That model stymied the channel’s advancement and progression. However, affiliate is no longer relegated to rudimentary tactics like banner advertising on coupon sites. 

Three Ways to Solve for Foot Traffic Attribution

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What most ad platforms cannot tell you is how your ads drove foot traffic to stores and other physical locations you care about. If driving foot traffic to retail locations is your job, Google Ads and other digital ad dashboards can’t help you. When in-store foot traffic attribution is crucial, how do you solve for it? 

In this article, we cover three ways to solve for attribution, ranging in difficulty from easy to hard. We look into easy options that are inexpensive but tend to be unreliable. We evaluate a medium option that has a moderate cost but is highly reliable and bypasses human error. And lastly, we look at a hard option that incorporates several tools and, while highly reliable, comes at a high cost and is difficult to scale.  

Brands Can’t Tell Stories If They’ve Lost the Plot

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In 2020, a marketer’s goal should not be to create more content. It shouldn’t even be to create better content. Most brands, after all, are already doing a good job of generating content that provides value, service, comfort, and utility to people’s lives. What’s missing is a fundamental alignment between content and other marketing disciplines. Content, from a metrics standpoint, needs to speak the same language as paid media so that marketers can demonstrate the impact it has to their CMOs.   

Survey: What Marketers Want from Location Data

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Marketers surveyed showed an especially keen interest in understanding how they can integrate location data with other kinds of information. Asked how they deploy location data, 27% said it’s a “key component of a broader strategy to map the customer journey online and offline.” Twenty-six percent, the second-largest segment, said they were interested in learning how to marshal location data in conjunction with other data to achieve more advanced goals than their current practices allow.