While brands can use data to inform messaging, leverage modern martech to improve targeting and measure engagement to gauge performance, there is one facet of marketing that modern technology can’t help with: consumer trust.
Gen Z are many things, but they may not be what you expect. Check out the latest insight from Consumer & Media View.
Big data sets don’t have rich details about actual people—from age, to income, to race and ethnicity—the way you do with a robust panel. These data sets, because they’re created by machine-to-machine transfers, also increase the possibility of waste and fraud.
The growth of the influencer market is incredibly complex, with influencers at every different level. The key to success is choosing the best roster of personalities and maximising the effectiveness of this roster.
Now is the time for marketers to prepare for a world without third-party cookies if they want to be able to outperform their competitors.
The dramatic rise in global CTV adoption, accelerated by the pandemic, has ushered in new commercial models that are fragmenting the landscape in much the same way that the myriad viewing options are.
As the cornerstone of many living rooms around the world, the TV set remains a fixture for media consumption. That consumption, however, looks much different than it did a few years ago.
Keep your eyes on the competition to become the financial partner of choice.
The pandemic is far from over, and we will feel its effects for years to come, but the resilient media industry is bouncing back, with certain constituents pulling out ahead of others.
After 50 years of female athletes pushing for more opportunity, the Olympic games are the biggest platform for gender equality in global sports, and the audiences are just as even.