TARGETING
Conference Paper – “Out of Home Advertising at Scale” – IRI
IRI had already collected empirical metadata that indicated significant underestimation of OOH impacts, especially for retail and consumer goods (both CPG and durable).
We now have leveraged a trade-area based approach to more accurately measure OOH by making the distance from OOH location to point-of-sale.
In order to understand how this localized impact model performs vs. the industry standard Market-level model, we ran a side-by-side comparison of both approaches across a cross-section of brands representing multiple categories including Beverages, Home Care, Snacks and Personal Care. Results will be presented at the ARF conference.
From Adweek: Article in the News – “Twitter Is Making It Easier for Big Brands to Target Smaller Groups”
Twitter is adding sublayers to ad campaigns. The goal is to make it easier for larger brands to better target and monitor advertising on their platform.
Twitter product marketing manager Andrea Hoffman wrote, “One campaign can have many ad groups, and an ad group can have many targeting criteria and creatives. This level of granular control helps advertisers improve how they measure results, set promotion schedules, test different audiences, and identify which Tweets work best.”