The Global Playing Field: Navigating the relationships between advertisers, networks, and publishers

How can agencies and publishers compete with the digital ad giants? In this virtual workshop, learn how data teams at established and emerging brands are using the Databricks Lakehouse to bring together a broad range of data to build a 360-degree customer view. You’ll also find out how they leverage AI to maximize ad inventory, build look-alike segments optimized for responsiveness, and use advanced attribution and sales forecasting to better understand marketing ROI. Additionally, programmatic media technologist MiQ will share how they are building their marketer and agency solutions on top of the Databricks Lakehouse Platform to access the right data, unearth the smartest insights, and then activate them across all their clients’ platforms and channels.

The current paper answers two key questions: how direct mails affect different online and offline consumer activity metrics throughout the purchase funnel and how they interact with digital marketing communication tools. Analyzing data from two experimental studies from a large European insurance firm, the results reveal that direct mailing significantly influences consumer activity metrics in the online channel (i.e., online search and clicking behavior), in support of cross-channel effects of direct mailing. Additionally, the results show positive synergy between direct mailing and display advertising. Therefore, despite the rise of digital, direct mailing still serves as an effective marketing tool, both by itself and in combination with digital marketing.

May 2019: Paid Media: Digital ad trends What: 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.

For stations of all sizes and in every market, learn to produce compelling creative that advertisers and consumers. Learn to: Tap into your inner creative talent, Write commercials that cut through boring clutter & Lighten up and stop overthinking your ads.