“For brands trying to determine where to allocate ad budgets during major sporting events, the World Cup presents an exciting opportunity to connect with a growing and engaged audience,” Jon Schulz, CMO of Meredith Corporation-owned ad tech platform Viant, stated.
Cuebiq sat down with Adam Paz, Vice President, East, of Viant — a partner of Cuebiq that specializes in people-based advertising technology — and he revealed his point of view on OOH & DOOH advertising measurement, technological advancements in the space, and more.
With the continued rise of DOOH, those hard-to-engage demographics like business travelers are more in reach than ever. Additionally, though a cross-channel approach and retargeting capabilities, hospitality marketers can expand and open even more opportunities to connect with them in holistic, creative and engaging way, writes Viant CMO Jon Schulz.
Viant, a people-based advertising technology company, used location data, loyalty card and transaction data and machine learning to understand the affinities and behavior of fast-food buyers and group them into distinct sub-segments for more personalized targeting.
Viant shared a study with QSR called “Demystifying Quick-Service Restaurant Customers.” Its goal was to better understand the industry’s guests by analyzing demographics and marketing tactics. The insights came from location data, transaction data, and machine learning, applied to identify several customer segments for quick-serves.
With brands increasingly looking to find creative ways to reach consumers across a growing number of channels and devices, with more targeted and personalized messages, digital audio is poised to be an advertiser’s MVP – but it requires some navigating in order to succeed, writes Viant’s SVP of Operations Jon Ahuna.
Jon Schulz, chief marketing officer at Viant, a Meredith Corporation-owned ad-tech company, says the specter of increased regulation is “less a wild card than a new way of life.” Its main impact, he says, will be to make first-party data more important than ever.
As marketing dollars flow toward digital channels, brands have started to adopt a holistic view of their overall ad purchasing strategy.
“Anybody that’s not talking about [advanced TV] or doing something with it is in a little bit of trouble right now because that’s where the money is moving,” said Jon Schulz, CMO of Viant, an ad tech company that has a DSP product.
According to Viant’s people-based platform, which consists of more than 250 million registered users, Game of Thrones fans’ liquor preferences have changed since 2017. Namely, they’re 11% less likely to buy Bacardi, 12.8% less likely to buy Johnnie Walker, 6.2% less likely to buy Grey Goose and 2.8% less likely to buy Absolut.