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POINT OF VIEW: The art of data Everyone involved in digital advertising campaigns is eating a slice of data pie, but some of us have pretty meager portions. Brands, their media buyers, and publishers have access to vast quantities of data, used for targeting and improved media buying. Creative teams are often excluded from these conversations, and prevented from making the most of their contributions to multi-screen digital initiatives. Don’t Just Collect: Get More Value from Data Collection It’s not news that data collection can shorten the path to conversion by generating leads right in the ad unit – especially in verticals with naturally long paths to conversion, such as education and insurance. But when conversion isn’t the end of the road, turning around and dynamically targeting with that data ensures that your clients are getting the maximum value for the ad spend. Keep it Fresh: Dynamic Sequencing works Regardless of format, medium, or vertical, creative wearout is a regular occurrence that conscientious advertisers must actively combat to avoid hampering results and annoying the consumer. As it becomes easier for advertisers to reach more people across digital, and as specific targeting is more readily available, one might think the issue of creative wearout would become less prevalent. However, without careful planning by the creative team, advertisers can get stuck in a rut of serving one highly relevant ad to a user over and over again. Sure, it's working great now, but after 15 views of the same ad..user engagement will plummet. Read More
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