Preparing for the Cookie-less Future & Ad Ecosystem changes Ep 3

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.

Brands are challenged by customers' dynamic usage and behavior patterns and diverse, multichannel journeys. B2C marketers want to deliver the most customer experiences that make every moment of interaction personal. It's not enough to rely on intuition or siloed, fragmented data. Traditional segmentation is no longer adequate, and the new standard of one-to-one marketing is made possible with customer data that integrates online and offline interactions and transactional behavior.

What aspects of your business are part of your digital marketing plan? Why do goals matter and how can you prioritize them? In this section we discuss the importance of goal setting and how to properly plan out your process for achieving these goals.

Paid Media: Digital Ad Trends – Programmatic/OTT/RTB Because the digital landscape is constantly changing, Anvil’s team always tries to keep a pulse on the latest and greatest in digital trends to ensure we’re bringing innovative strategies and solutions to our clients. In our next webinar, our Paid Specialist, Kari Schroeder, and team will discuss what is new in digital media including OTT, Real-Time Bidding, Programmatic and other advancements in digital.