Marketers Adjust As Digital Ad Spending Surpasses Traditional for First Time

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.

Marketers Adjust As Digital Ad Spending Surpasses Traditional for First Time

As marketing dollars flow toward digital channels, brands have started to adopt a holistic view of their overall ad purchasing strategy.

Advanced TV Is the New Frontier for DSPs

“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.

Consumer Insights Roundup

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.

What’s Holding Marketers Back from a Holistic Attribution Strategy?

Jon Schulz, CMO at Viant explores why it’s so important for marketers to move beyond impression-based metrics and focus on ROI. He explains the steps marketers need to take to make holistic attribution at their company possible, focusing on how to get buy-in across the organization and develop a strong data-driven culture.

McDonald’s makes black millennial consumers top priority with extensive ‘campaign movement’

African-Americans are forecast to wield a collective buying power of $1.4 trillion by 2020, with millennials, who comprise a quarter of the population, likely to command a sizeable chunk of that spending, a study by Viant Technology found. Viant also said that “people-based” marketing can be a powerful tool in connecting with African-American millennials, in particular.

Why digital out-of-home should be integrated into your 2019 marketing mix

With advances in location and time data, advertisers now have the ability to track consumer movement in the real world to measure outdoor advertising tactics, writes Viant CMO Jon Schulz in MarTech Today.

Advancing Marketing Attribution, Part 2

In eMarketer’s new Advancing Marketing Attribution report, Viant’s CMO discusses the importance of balancing both channel-level and company-specific KPIs, as well as the key questions to marketers must ask to successfully do so.

The Washington Post is trying to go beyond cookie-based ad targeting and match ads to people without being ‘creepy’

The Washington Post is moving beyond cookie targeting because “more than 60% of marketers won’t rely on cookies for digital in the next 2 years,” says Viant in Business Insider.

Why TV Advertisers Need A Second Screen Strategy

“When marketers integrate the second screen by retargeting audiences shortly after their television creative airs, consumers can be up to 72% more likely to convert within the next 24 hours,” says Viant CMO Jon Schulz.