The Anatomy of an Auto Shopper, helps marketers go beyond traditional insights, taking a people-based approach to understand who’s really behind the wheel. From how auto shoppers conduct research before buying to what TV shows they watch and how much they spend at Walmart, this research digs deep into the unique spending and lifestyle habits of the U.S.’s four biggest auto consumers.
The most successful marketers are able to identify far more nuanced customer attributes or trends to inform their external marketing strategies. Viant’s VP of Research & Analytics, Rick Bruner, shares his view of how marketers can identify their best customers by going beyond demographic data and leveraging behavioral and psychographic insights from first-party data.
Demographic data has been the cornerstone of retail marketing for decades, but in order to increase advertising effectiveness and drive revenue, retailers have to consider the behavior of their consumers to drive their marketing strategies. Viant’s VP of Research & Analytics, Rick Bruner, lends his perspective on how brands can attract the biggest spending customers by going beyond demographic data.
“By further joining forces with Viant, we are helping advertisers tap into consumers that were previously difficult to target before the connection between the platforms,” stated Anne Doherty, Senior Vice President of Sales, Acxiom’s Audience Solutions division.
Acxiom® (Nasdaq: ACXM), the data foundation for the world’s best marketers, today announced an expanded partnership with Time Inc.’s Viant, a people-based advertising technology company.
While linear TV viewership may be down, people are actually engaging with viewable content more than ever before- only they’re doing so across a wider variety of channels. The challenge for networks is how they can continue to drive new and returning viewers to their programming.
In 2017, TV ad spending will total $72 billion, or 35% of total media spending, while digital will finally surpass TV to capture roughly 38% of total spend. While TV still maintains a large share of total spend, the rise of digital has changed the game for advertisers. How we measure TV advertising – and how these methods compare to those used in digital – continues to be one of the most challenging issues for advertisers.
Great brands care about their customers, always striving to create exceptional experiences that encourage positive brand affinity. In today’s cross-device multi-touch world however, this is becoming an increasingly challenging task for advertisers.
“We’re seeing marketers combine traditional advertising channels with smarter data for a better understanding of ROAS [return on advertising spending], and improved planning and execution for future campaigns,” Viant’s CRO, Jeff Collins, told Food Dive. “With new forms of deterministic data out there today, marketers can connect the dots to gain a more complete picture of an individual’s shopping preferences and media consumption.”
Time Inc.’s total ad revenue last year was up 3% to US$1.71 billion compared to 2015. That was despite a 10% dip in print advertising revenue for the fourth quarter of 2016. But thanks to the purchase of Viant, Time experienced a 55% growth in digital advertising revenue to over US$500 million, with US$166 million of that alone coming in the December quarter. Time said the increase was mostly driven by programmatic ad sales.
With TV ad spending totaling $70.60 billion in 2016, one of the biggest challenges facing advertisers is how to maximize the potential of their ads and get the best ROI. And with the influx of Smart TVs on the market that have this technology installed, ACR is gearing up to play a major role in driving that ROI. Viant has issued a whitepaper, An Introductory Guide to TV ACR Technology, that will help you get up to speed.