By Michael Kubin Addressable media has been in use for over a decade and is expanding across broadcast networks and distribution platforms. While it is very tempting for marketers to use addressability to hyperfocus on their target audience, a better way may be to consider the complete consumer journey and then target media and message accordingly. Invidi media exec Michael Kubin explains. We’re in the perfect storm of marketers using advanced technological weaponry fueled by enriched data. The result is hypertargeting, defined as reaching only those consumers meeting a threshold of interest or ability to purchase the goods or services advertised, to the exclusion Read full story › Source: The Drum...
Read MoreBy Open Mic The common currency that has been used consistently across every Demand Side Platform (DSP), Data Management Platform (DMP) and, in fact, everything that the digital advertising ecosystem has been built on over the past 14 years since the dawn of programmatic – the cookie – is going to be blown away. This is not new news, of course, but many in the industry seem to be finally waking up to the hard truth that data-driven media buying, as we know it today, is severely under threat and has to change. Cookies power everything we do, from humble frequency capping through to Read full story › Source: The Drum...
Read MoreBy Imogen Watson The pandemic has impacted every single individual, in every single country. And while it would require masses of localized communication materials to talk directly to each of those singular experiences, health and safety comms still have an invaluable role in guiding people through the pandemic, encouraging them to stay home or to stay safe while outside. All of which makes it all the more disappointing when efforts by some governments cost millions yet fail to reach all the communities they represent. As a result, vaccine hesitancy rates are much higher is more marginalized communities. Right at the height of the Covid Read full story › Source: The Drum...
Read MoreBy Jennifer Faull The at-home genetic testing market is booming. Worth $99m in 2017, it is estimated by healthcare market research company Kalorama Information that this could top $300m by 2022. Every year there are more companies offering some variation on the service where, in return for you spitting in a tube and popping it in the post, they will break down everything from your family’s ancestry to full genome sequencing or your predisposition to certain diseases. Its rapid rise has been driven by two factors. Firstly, costs are falling – drastically. Where such a service would once have set you back millions of dollars, Read full story › Source: The Drum...
Read MoreBy Ellen Ormesher The rollout of coronavirus vaccines around the world has given marketing businesses a shot of optimism that their teams may soon be back in offices that have largely laid dormant for the last year. But the return of staff – some having been inoculated, some not – could potentially pose a HR headache for employers and workers alike. Can (and should) workplaces be encouraging or insisting that employees are vaccinated before they return? Could being vaccinated against Covid-19 become a company policy? Richard Moore, a UK-based employment specialist at global firm Lewis Silkin, suggests that it would be wise for companies to Read full story › Source: The Drum...
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