Tag: ad targeting

Forbes Launches New Podcast Network Targeting Millennial Women

Posted on by Lab Team

What Happened
On Tuesday, Forbes launched a new podcast network with ten new podcasts focusing on entrepreneurial millennial women. Simply named “Forbes Podcasts,” the network will feature primarily female hosts and business-first content by or for millennial women. All Forbes Podcasts series are available on iTunes.

What Brands Need To Do
Podcasts provide a growing opportunity for brands to reach a niche audience with a  specific interest with sponsorships and native ads. An estimated 57 million Americans are listening to podcasts regularly according to Edison Research. Another recent study also found podcast listeners are more likely to follow brands. For brands looking to target millennial women, this new podcast network from Forbes should provide a great new channel to effectively reach this valuable demographic.

 

Source: AdWeek

Viacom Puts Data Front And Center Amid Upfront Talks

Posted on by Lab Team

What Happened
Viacom, owner of cable channels including Comedy Central, Nickelodeon, and MTV, claims that 80% of its upfront deals this year will offer marketers access to its audience data in some way. Aiming to make that data a central part of its upfront deals to appeal to marketers, Viacom says it is rolling out five new products designed to simplify and expand the reach of buying target audiences, allowing ad-buyers to automate targeting based on buying intent and more granular data points. For example, Vantage Instant Audience enables marketers to tap into audience segments already identified by Viacom, while another product, Vantage Target Discover, aims to help marketers find potential customers through Viacom’s behavioral data.

What Brands Need To Do
As more and more brand advertisers start to look beyond basic demographic information, audience data is essential for advertisers seeking to identify and reach their target their audience in the increasingly fractionalized media space. Similarly to Viacom, NBCUniversal also launched new targeting tools last month to help marketers tap into its audience database and target them across multiple platforms. As more audience data becomes available, TV advertisers should take advantage of the new targeting tools that the networks are offering and leverage them to create and implement more effective brand campaigns.

 

Source: AdWeek

Pinterest Tests New Targeting Tools For SMBs

Posted on by Lab Team

What Happened
Pinterest continues to improve its ad products as it debuted new targeting tools on Tuesday, one of which allows brand marketers to upload their own email subscriber data to Pinterest as a targeting option. The new targeting tools will also drastically increase the number of keywords and interests advertisers can target against from only 30 to 420. In addition, the company is rolling out its self-service ad platform Pinterest Ads Manager to all small- and medium-sized businesses in the U.S. Pinterest released several new ad products last year, which were well received by advertisers and propelled its ad revenues to eightfold growth in 2015.

What Brands Need To Do
Facebook first started the trend of allowing marketers to target against their own customer email lists in 2012. By adding support for this feature, Pinterest can help brands and SMBs advertising on its platform reach their desired audiences in a more granular way, allowing them to dive deeper into specific areas of pinning activity and find potential buyers. For brands with an overlap between their customers and Pinterest users, the new targeting tools should be worth a try.

 

Source: Marketing Land

Pharma Brands Can Now Target Households With Mobile Ads

Posted on by Lab Team

What Happened
Mobile ad firm 4INFO is teaming up with healthcare marketing analytics provider Crossix to help pharma brands more effectively deliver and measure their mobile ads. With this new partnership, healthcare marketers can now combine Crossix’s predictive data models and 4INFO’s ability to target mobile ads on a household level to identify and engage with relevant health consumers on their mobile devices.

Crossix developed the data models by using third party data such as over-the-counter drug purchases using loyalty cards, medical claims data indicating a doctor visit, and information from retail pharmacies showing prescription refills. No actual medical data that would identify an individual as having a specific disease or condition was used in the process, according to the company.

What Pharma Brands Need To Do
Due to HIPAA rules that prohibit the use of personal health information for media targeting purposes, pharma marketers have long struggled with the challenge of reaching their target audiences. However, since the data models developed by Crossix do not involve an individual’s actual health data for media targeting purposes, this partnership may have opened the doors for pharma brands to enjoy the ad targeting perks that others have been enjoying for a while. With the growth in mobile usage and advances in ad tech, pharma brands looking to improve their ad effectiveness can consider using the new ad products those two companies now offer.

 

Source: AdAge

LinkedIn Ups Its Targeting Capability With New Ad Product

Posted on by Lab Team

What Happened
Earlier this week, LinkedIn launched LinkedIn Account Targeting, which allows advertisers to target the employees at up to 30,000 companies at once, dramatically increasing its ad targeting capability. Advertisers using this new ad product will be able to present a list of companies they’d like to reach, which LinkedIn will cross-reference against the 8 million businesses in its network. Targeting can be further refined based on job function or seniority to make sure the ads will hit the right people. The professional network says it has also improved its targeting for Sponsored Updates and Sponsored InMail accordingly.

What Brands Need To Do
This news came just four weeks after LinkedIn shut down its ad network and ceased selling ads that appear outside of its own site. But this new ad product shows LinkedIn’s continued efforts in improving its ads and leveraging its vast amount of enterprise data to help brands reach the right people in the industries of their choice. For brands, especially B2B ones, this new ad product should be worth a try.

 

Source: AdAge

NBCUniversal Launching New Ad Division For Data-Driven, Multi-Channel Targeting

Posted on by Lab Team

What Happened
NBCUniversal is launching a new division designed to allow marketers to target audiences across its TV, digital platforms, and social media channels. Dubbed Audience Studio, the new division aims to offer brand marketers a one-stop shop for ad buying and cross-platform targeting by tying together four platform-specific ad buying products NBCU has introduced over the last few years. Audience Studio’s new data management platform will allow brands to combine their first-party data with data from NBCU and other third-party services, and use the data set to target audiences across NBCU platforms.

What Brands Need To Do
Previously marketers had to manually navigate each product to execute a multi-platform campaign. By unifying these platforms under one division, Audience Studio simplifies advertising across all channels using the same set of targeting data, making it easier for brand advertisers to plan and execute a multi-platform campaign that focuses on the people instead of the channels.

 

Sources: Wall Street Journal

Facebook And Instagram Wrap Up Holiday Shoppers For Advertisers

Posted on by Lab Team

What Happened
As Black Friday draws near, Facebook and Instagram are ramping up their ad products for the upcoming holiday shopping season. In fact, the two social networks will offer advertisers and brands the option to target holiday shoppers, based on their posts and interactions with others containing holiday-related keywords. The new segment is available within Facebook self-service ad dashboards in the “Behaviors” section under the “Seasonal and Events” category. Macy’s is one of the brands that are already utilizing this new targeting option, running a holiday campaign using Instagram’s new multi-video ad format called Marquee.

What Brands Need To Do
Even though Black Friday is becoming less and less relevant due to the impact of ecommerce, holiday shopping as a whoel will still count as a big portion of retailers’ annual sales. Therefore, for brands that are interested in making a big push for holiday shoppers, this new targeting tool from Facebook may prove useful.

 

Source: Marketing Land

Facebook Has A Potential Answer To Twitter’s Moments

Posted on by Lab Team

What Happened
Earlier this month, Twitter launched an important new feature called “Moments,” which has curated collections of tweets based on live events and news items. Now Facebook is reportedly testing a similar feature that categorizes posts into different feeds by topics,  therefore improving ad relevancy and targeting users based on interests. The topics currently available in pilot testing include Animals & Pets, Food, Health & Fitness, and Sports.

What Brands Need To Do
Like Twitter’s Moments, this new feature can provide brands with specific channels to reach different audience segments based on their interests, such as a snack brand reaching foodies in the Food feed, or a pet store chain reaching potential customers by posting cute pet videos, while also amplifying the reach of their branded content. Combined with Facebook’s rich sets of user data and diverse ad products, this new feature may turn out to be a great marketing channel with strong behavioral targeting capabilities that brands should pay attention to.

 

Source: AdWeek

Comcast To Harness Audience Data From Set-Top Boxes

Posted on by Lab Team

What Happened
Comcast is reportedly in talks with some TV networks and measurement firms to license audience viewing data gathered from the set-top boxes and streaming apps used by its millions of cable subscribers. As the nation’s largest cable service provider, Comcast says it believes licensing its data could help bolster the TV ad market with improved targeting capabilities.

What Brands Need To Do
As TV advertising continues to be eroded by the rapidly growing spend on digital ads, Comcast is hoping that its viewing data can help media owners gain further insights into audience behaviors and better compete with their data-rich digital rivals such as Google and Facebook. Therefore, brands should keep an eye out for the new types of viewer data and resulting targeting options that may soon become available.

 

Source: Wall Street Journal

Verizon To Share Its “Supercookie” Data With AOL For Ad Targeting

Posted on by Lab Team

What Happened
When news broke back in May that Verizon acquired AOL for a whopping $4.4 billion, we made an educated guess that the telecom giant must be after AOL’s impressive arsenal of ad technologies and platforms. This has been proven correct today as Verizon is now reportedly going to combine data from its “supercookie” — a Unique Identifier Header (UIDH) cookie that tracks Verizon’s mobile users — with AOL’s expansive ad network for better mobile targeting. Also, about a month ago, AOL quietly acquired mobile ad platform Millennial Media, which marked Verizon’s official entry into mobile advertising business.

What Brands Need To Do
By adding its supercookie data into the mix, Verizon is aiming to up its ad targeting capability and appeal to mobile advertisers. While Verizon’s use of supercookie has been controversial, there will likely be improved targeting tools for brands and marketers can use to provide a better, more personalized ad experience. Verizon also says in their privacy docs that they will use the data for its new ad-supported video service, Go90, offering brands another way to reach today’s mobile-first audience.

 

Source: Marketing Land