Nielsen
Since Snap’s launch in 2011, it has seen tremendous growth and innovation. With a large and engaged user base, Snap is an attractive platform for advertisers to connect with their customers. Marketers managing multi-channel campaigns need guidance to measure the impact of these activities accurately.
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The current approaches to activating, managing, and measuring audiences and digital media performance are all being challenged with the roll-out of regulations, deprecation of third-party cookies, and restricted access to advertising ID.
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Amid a challenging economic environment which has seen TV advertising revenue decline and audiences continue to fragment, addressable advertising could provide a welcome boost for broadcasters.
By showing different ads to different households during the same programme, broadcasters can provide targeted messaging and respond to calls from marketers for the ability to deliver personalised messages to consumers.
In this webinar, we will hear from those responsible for sourcing, implementing, managing and maintaining addressable ad platforms to understand the key aspects of operating a successful addressable ad service.
In assessing the technology considerations, the discussion will examine the different approaches for linear, whether broadcast or streamed IP and on-demand via set-top boxes and channel apps and differing levels of available data.
As well as exploring how best to manage customer data such as demographic information, browsing and purchase history to provide segmentation and the level of granularity required by advertisers it will also consider the importance of compliance with data regulations.
It will also look at management of ad inventory, reporting metrics and audience management and analytics systems and the tools required to monitor and monetise inserted ads.
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Cookieless marketing is what everyone is talking about, and brands are getting more and more conscious of owning first-party data, for them to fly through these changing times easily. It is imperative for brand owners to start consolidating the wealth of first-party data they generate by means of Digital interactions, store walkins, CRM data, etc. with their users; unify and convert those data events into an identifiable data currency which can be used for remarketing, business intelligence, strategy building, etc.
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