Today, 15 seconds is most common for TV ads; comparably, ads on the internet can be as short as a single second. For brand advertisers, that means that regardless of platform, every second matters.
Nielsen recently identified three pillars of effective media planning that marketers should focus on in order to thrive in an uncertain future—focusing on the people they’re trying to reach, connected planning and continuous planning.
The widespread adoption of mobile payment services in Africa has many looking to crypto currencies as a natural next step—one that’s removed from conventional banking systems and offers protection against currency devaluation.
Marketers must treat planning as an always-on exercise and center each decision around the people they’re trying to reach. With a shift in mindset, marketers can leverage continuous and connected planning to ensure efficient and effective business growth.
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.
As the media industry plans for a future without third-party cookies, many are quick to jump to the implications for advertisers and their digital marketing efforts to stay connected with consumers. But the implications are just as meaningful for publishers.
This glossary aggregates many of the terms and acronyms pertaining to connected TV and streaming to provide clarity amid a quickly evolving and important space in the broader media industry.
Without third-party cookies, first-party data will become foundational in how brands connect with their customers and other consumers.
Now, after more than 16 months of consumer dependence on connectivity and omnichannel experiences, the baseline for convenience is higher than ever—and consumer expectations from retailers will be, too.
Without third-party cookies, marketers can’t overlook the need for accurate measurement as changes in the digital media environment accelerate.