Journeys and funnels as metaphors for a customer’s decision-making process on the path to purchase have preoccupied marketers and the marketing research community for over a century. The metaphors were intended to help model, measure, and validate the consumer behaviors to achieve predictable business results through media investments. Unfortunately, a combination of channel fragmentation, data […]
Recent developments in the data economy for advertisers, including the deprecation of third-party cookies, have tipped the scales in favor of contextual targeting tactics. Additionally, advances in technology have unlocked the usage of contextual targeting in concert with first-party and/or CRM data. This emphasizes the need for advertisers to layer other targeting tactics […]
David Edelmen defined the consumer journey as “the sequence of touchpoints people have throughout their purchase, usage, and service experiences.” A well-developed consumer journey can greatly impact a customer’s experience and increase the likelihood of doing business with a brand. But, do your customers care about the “consumer journey”? Of course not! Marketers must dissect […]
Apple’s upcoming iOS 14.5 privacy update aims to enhance user transparency and control over the iOS device identifier used for a variety of digital activities, otherwise known as “IDFA” (or, Identifier For Advertising). What Apple’s privacy update is not doing Apple is not eliminating the IDFA altogether. It is making the use of IDFA a […]
The top 10 most viewed video ads from March Madness in 2021 collected 37,876,611 watches during the NCAA’s month-long tournament. Many campaigns this year acknowledge that the majority of people will be enjoying the tournament from the comforts of their own home and tailored their spots accordingly. Buffalo Wild Wings is sending wings to […]
The disappearance of the third-party cookie is ushering in a new wave of digital advertising. Now, there are opportunities for advertisers to understand online consumer behavior through transparent engagement, and by ensuring all members of the “information supply chain” respect user privacy. AcuityAds is proud to integrate with LiveRamp Authenticated Identity Infrastructure, which provides marketers […]
Want to learn how to drive profitable growth in P&C insurance? Watch our live Q&A with automotive insurance industry veteran Edward Gold, former head of advertising and sponsorships at State Farm for a spirited discussion on the top P&C insurance advertising trends. The session includes a variety of media strategies and tactics that Ed […]
Almost every brand is faced with a crowded online market, fierce competition, and an army of resellers. With ecommerce sales accelerating at break-neck speed, understanding the keys to a successful direct-to-consumer marketing strategy is more important now than ever. Our goal is to simplify this process for you and ask questions to help you think […]
Competition among the better-for-you beverage market is fierce and spans juices, teas, coffee alternatives, diet sodas, and a variety of waters. As evidenced by global sports drink brand Gatorade, which lost nearly 10% market share from 2015 to 2020, no brand is immune to losing ground. So, how does a leading sparkling beverage brand retain […]
Programmatic advertising will be the tool of choice for marketers in 2021 because it provides greater efficiency, better targeting, improved audience reach and automation of the consumer journey. Since the pandemic, consumer behavior shifted dramatically towards spending more time online, from video streaming services, to online shopping, and digital gaming. It’s no surprise eMarketer forecast […]
