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BizReport : Advertising archives : February 17, 2015

Expert: How the ad space will change in 2015

Consumers are making an incredibly rapid shift from traditional to digital content, from PC to mobile devices. Add to this widespread and rapid consumer shift the exploding availability of data, and you have an opportunity for the big ad tech players to scoop up the emerging technology providers.

by Kristina Knight

Kristina: Why do marketers need to adopt a data-driven first mentality?

Diaz Nesamoney, Jivox CEO: There is a major shift underway from the old model of display advertising which depended on generalized content being distributed everywhere in the hopes of reaching the target audience, to highly engaging personalized content delivered directly to the targeted consumer on whatever device they happen to be on. Data is fueling this shift, providing marketers fine-grain information on their target audiences - their location, their interests, their moment-by-moment environment and interests and even their preferred ways of communicating with brands. So, the data-driven first mentality says that digital campaigns should not be about blasting out a banner ad, but rather about customizing content and delivery by consumer demographics and interests. For the first time marketers have the data and the corresponding technology to data into actionable information in real-time, for example, by segmenting audiences and brands while simultaneously considering weather, location, date and time, device, and more. Viewability, personalization and engagement - not impressions - are the new measures of success, and companies can no longer afford to ignore the role that data plays in the success of their campaigns.

Kristina: What are the latest innovations are in data-driven and dynamic advertising

Diaz: We are seeing a groundswell of excitement around the ways in which data in all its forms -- analytics and metrics, DMPs, social media and environmental triggers too -- is on cusp of dramatically changing digital marketing and advertising in ways that benefit brands and consumers alike. As programmatic media buying continues to becomes more prevalent, marketers are looking for ways to increase the efficiency of their ad spend; one way to do this is to dramatically increase the relevance of the ad content with personalized messaging at the level of the individual consumer. This messaging ensures higher user engagement and therefore brand awareness and sales opportunities. This is where data driven dynamic advertising comes in. Data-driven dynamic advertising is an emerging capability in display advertising that addresses the demand for personalized messaging by leveraging the vast stores of customer, demographic and environmental data now available to intelligently personalize ads to an individual and to a device.

More from Diaz and Jivox later this week, including how M&A will influence 2015.

Tags: ad optimization, advertising, advertising data, data trends, Jivox

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