“As more advertisers develop DOOH campaigns, increasingly diverse inventory formats will be made available, as well as more advanced methods for capturing insights on purchase behaviour and cross-device usage. DOOH will be key for retailers aiming to drive in-store foot traffic and use data to inform their cross-channel campaigns,” says Viant CMO Jon Schulz in ExchangeWire.
“The challenge here for advertisers is that TV viewers might be physically present while commercials air, but not fully mentally present,” Viant found. To combat this, marketers are now working to develop strategies to engage these second-screeners through mobile apps and play-along content, such as “Deal or No Deal Live.”
Given the limited availability of quality inventory, as more advertisers want viewable impressions, competition increases and price move up. Increasing the scale of this pool is one of the biggest challenges facing advertisers today. So how do we solve for these issues? Viant’s CTO Fabrizio Blanco reveals.
As programmatic matures, the business model must change to keep up with the times. Advertisers will migrate from the pay-as-you-go percentage-of-spend tech tax to new models, such as long-term subscriptions, writes Viant’s CRO Jeff Collins.
An announcement this week by Adelphic highlights new forms of retargeting, attribution, real-world based audience targeting and multi-channel coordinated campaigns.
According to Viant research, Hispanic shoppers are active within their communities online and turn to social to research, review and advocate for brands. Nearly 50% of survey participants report they have participated in an online discussion involving a brand or have used a brand’s hashtag, compared to 17% of non-Hispanic shoppers.
Ahead of Black Friday and Cyber Monday coming up this weekend, Viant claims that Black Friday shoppers are 36 percent more likely to eat at a Golden Corral and 71 percent more likely to shop at JCPenney in Digiday.
Viant has published the results of its TV Viewability study, in which it analyzes device ownership and distraction factors. The answer, concludes the study, is a cross-channel and retargeting strategy.
B2B marketers have more advantages than ever to increase the precision and accuracy of their campaigns. And to reach and engage the right qualified leads, multi-touch attribution (MTA) is one of the best tools to help B2B marketers have greater precision and measure the effectiveness of their campaigns throughout the customer journey, writes, Jon Schulz, CMO, Viant.
Marketers regularly complain about transparency in digital advertising and, this week, Viant’s Adelphic announced a pricing change that it believes solves the problem for a demand-side platform (DSP).