As our industry seeks better ways to understand the size of audiences across platforms, audience reach continues to dominate the conversation. But what gets lost in these debates is the need to measure ad effectiveness beyond eyeballs.
Gamers’ affinity for ad-supported content presents a golden opportunity for brands
For app marketers, success comes down to answering one question: Which users are most likely to churn?
Just as it has democratized more data-driven approaches to so much other business decision-making, machine learning is fundamentally changing churn prediction from an inexact art into a precise science.
Every marketer knows the old adage: It costs much more to get a new customer than to keep an existing one. How much more may vary, but the principle holds true, and it’s the basic idea behind retargeting.
So why is retargeting still overlooked and underfunded by almost every app marketer?
The media landscape is changing thanks to the looming phaseout of third-party cookies and changes being made by smartphone manufacturers. The largest demand-side platforms, meanwhile, are each tackling addressability differently. This makes it more difficult for decision-makers to plan their road maps, which they are working on as we speak.
Right now, I’m shopping online for a very important purchase: I’m trying to find the right remedy for my allergies. Your best chance of getting my click isn’t serving me an ad for the socks I bought earlier today or the car my demographics suggest I might buy. The smart move is to serve me an ad that helps me choose something that will take care of my allergies.
How well do you know your audience?
I’m not just talking about their age, location, gender or purchase history. I’m talking about the subtle details that really tell you who they are as people. Details that provide a clear understanding of how to communicate with them beyond superficial insights.
OOH advertising spend is nearly back to prepandemic highs as of Q2 2022. This rapid rebound and growth are creating an inflection point for the category – one that’s driving a renaissance for OOH and digital OOH ad experiences going into 2023.
We’re going back to the basics in 2023. After a few years of big spending on brand campaigns and doing test drives of emerging channels, inflation and recessionary pressures mean pumping the brakes on superfluous spending and the nice-to-haves. Here are the key trends I see driving digital marketing in 2023.
The golden era of digital streaming is upon us. YouTube is the largest connected TV platform, surpassing even Silicon Valley powerhouse Netflix. For creators, this is a shortcut to advertising opportunities, since ad-based streaming and commerce opportunities allow creators to increase their impressions and decrease costs.