Techtelligence

While the ad world is still game-planning for how to operate once Google sunsets the cookie, the media giant went ahead and made another decision that effects targeting and goes into action much sooner.

As we return to some sense of normalcy emerging from the pandemic, brands will once again want to be top of mind. In order to win consumers over as they make their way along the purchase journey, the content they see should be personalized, but not invasive.

Predictive analytics, the use of real-world data and machine learning techniques to identify the likelihood of future outcomes, has become a cornerstone of media planning.

Today we’re seeing the erosion of consolidation due to a number of developments in the industry, leading to fragmentation. We will be looking at three key trends we’re tracking as this evolution gradually unfolds.

For any message to land and genuinely connect with its audience, it must resonate emotionally with the real, feeling people on the other end of our campaigns. 

Change is not only everywhere, but the need for organizational change – particularly in FMCG – has become more urgent and necessary.

While now more than ever, consumers are dependent on digital content for entertainment and vital information, they expect ads to work with the content, instead of interrupting it.

Prior to the pandemic, retail-driven verticals like QSR, consumer electronics, beauty & fashion, and auto, among many, relied on physical locations for 90% of sales.

Programmatic ad buying has become a critical part of the ad industry, accounting for more than $4 out of every $5 spent on digital display ads.