News and Analysis
The Future-Proof, Full-Funnel Approach to Thriving in a Cookieless World
Building strong relationships and encouraging customers to continually engage with the brand will go a long way toward building out first-party data collection and management. But how? As the cookieless world draws near, brands and marketers are looking for alternatives, and the answer lies in a future-proof, full-funnel approach.
Commentary
This Year, Brands Will Seek Out Incrementality
As networks, publishers, and agencies continue to shift to guarantee business outcomes in ad deals (a trend that began earlier in 2019), the concept of “incrementality” will emerge as a key issue for marketers in 2020.
Advertisers today have an incredibly difficult time distinguishing between those exposed to ads who were already going to visit the store (the natural effect, driven by intent and brand identity) vs. those who visited because of that exposure (the incremental effect, driven by ad sensitivity). Quite understandably, we want to know if our advertising campaigns actually work in changing consumer behavior in our favor.
The Marketing Landscape will Transform in 2020. Are You Ready?
Data privacy laws such as CCPA and GDPR are inevitably going to reshape the practice of marketing. In response, we will need to create new avenues to extract value from omnichannel data sources. We will have to use data in more creative ways for personalization that is sensitive to regulations and consumer demands.
We will refocus on optimizing new channels in the customer journey. Permission-based marketing, cognitive uplift, and transparency will be the buzzwords of the year. In some ways, the marketing industry might look fundamentally different this month than it did only weeks ago.
Here are my top predictions for the ways marketing will transform in 2020.
Where to Go from Here: The Outlook for Programmatic Advertising in 2020
eMarketer recently estimated that U.S. advertisers spent nearly $60 billion on programmatic display in 2019, and over the next two years, continued investment in areas like connected TV and OTT will drive programmatic ad spending to $80 billion.
As the ad industry launches into 2020, the ever-evolving programmatic landscape will introduce a fresh set of opportunities and challenges that will shape strategy in the new year. Here’s what to expect.
Latest Posts
Sprinklr Partners with Nextdoor to Power Hyperlocal Social Campaigns
Touted as the first deal of its kind, the partnership opens up for brands a social platform that provides the unparalleled opportunity to target users with verified addresses who are guaranteed to inhabit the same geographical spaces and jabber about the same local brick-and-mortar businesses.
Reputation.com Announces Joe Fuca as New CEO
Reputation.com, an SaaS platform helping location-based enterprises optimize customer engagement strategies and build stellar reputations, announced on Tuesday morning Joe Fuca as its new CEO. Fuca brings experience as senior vice president at DocuSign and, more recently, president of FinancialForce to the table.
Dstillery Launches Data Visualization Tool Dscover Maps, Fueled by Quality Audience Profiles
On Monday, applied data science company Dstillery of New York City launched its Dscover Maps product, which allows advertisers to get a big-picture view of audience data by geography. Dstillery throws out data points that aren’t useful to them—about 60 to 75% of data—leaving only quality information.
As Brands Move Marketing In-House, Agencies Push Back
The number of big brands moving their marketing in-house is growing, but whether that decision actually leads to lower costs and faster turnaround times is still a hotly debated topic. Holly Robowski, associate director of paid media at Cardinal Marketing, offers a perspective contradicting the pro-in-house zeitgeist.
ZypMedia Opens Up Programmatic Video for Local Advertisers, Focusing on OTT
For local advertisers looking to access cutting-edge marketing technology, programmatic advertising company ZypMedia promises the full package. Over the last year, the company has set its sights on OTT, which has garnered strong interest from both local advertisers and publishers hoping to capture the attention of streamers.
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