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BizReport : Advertising : March 30, 2015


Ad Roundup: Partnership, targeting to give brands more insights

In online advertising campaigns are only as good as their targeting. In today's advertising roundup, a new partnership and a new targeting option could set up to help brands better connect with their audience members in the online space.

by Kristina Knight

First, ZenithOptimedia and NinthDecimal have partnered to improve brands' insight into consumer actions. Through the partnership ZenithOptimedia will use the LCI measurement platform from NinthDecimal, giving advertisers a more in-depth look at audience metrics.

"Engagement is not the only measure of effectiveness, which is why NinthDecimal's LCI™ product provides our agencies and clients with a holistic view of consumers' pathway to conversion along with actionable intelligence," said Julian Zilberbrand, EVP Activation Standards, Insights and Technology at ZenithOptimedia. "These insights will empower brands to affect the customer path in real time."

Meanwhile Unruly has launched an emotional targeting option for video advertisers. Their new offering uses the company's proprietary data to predict which viewers will experience an emotional reaction to an ad; those audience members are then served the ad.

"This is a transformational targeting capability for the advertising industry. For the first time, brands and media agencies can use the results of content testing to apply emotional targeting to their video buys. In today's frenetic, cluttered media landscape, brands that want success on social media and memorability at the point of purchase need to create and distribute contagious content that makes a deep emotional connection with their audience," said Unruly CEO Scott Button.

Image via Shutterstock

Tags: advertising, advertising tools, ecommerce, Unruly, video ads, ZenithOptimedia










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