Google recently announced it’s Chrome browser will cease using third-party cookies by 2022. This has sent shockwaves throughout the industry, as 66% of all browser use comes through Chrome. That announcement, along with a number of privacy regulations coming in—including the EU's General Data Protection Regulation (GDPR), are predicted to alter the digital marketing landscape. Read more.
Myths abound about planning and buying TV to reach multicultural audiences. The study seeks to dispel them, as it calls for targeting these increasingly valuable audiences by program genres instead of by the networks associated with ethnic groups and insists that the industry needs a new measurement standard in this area.
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Which segment base can help marketers accurately predict online shopping behaviors? This study used data from a German online apparel retailer to create a model that showed much more differentiated click-through behaviors resulting from segmenting by fashion and online-shopping attitudes, than by value-based segmentation.
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Flaws in data sampling accuracy and coverage can foil brands’ targeting efforts and ultimately their ROI, which bodes badly for advanced TV advertising. The culprits: crippling media fragmentation, and a dearth of research on missing and misidentifying consumers when using commercially available target segments for digital campaigns.
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What new research can inform smarter segmentation and targeting? Find out by reading this brief summary of articles from the June Journal of Advertising Research. The issue also offers insights into :06 ads, native advertising effectiveness, e-marketplace dynamics and more.
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Marketers have become increasingly aware of how important it is to understand the characteristics and dynamics of the Hispanic market - the fastest growing segment of the U.S. population. But what are the Hispanic segment's media behavior and ad receptivity?
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P&G and Unilever have made it clear that brands need to get smarter at ways they deploy available targeting data, writes Gian Fulgoni, Chairman Emeritus of comScore, Inc. The focus should be on driving both short-term performance and long-term outcomes, which “need not be mutually exclusive.”
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Under what circumstances should a TV ad campaign be complemented with online advertising to increase combined reach? This meta-study—a finalist in the JAR Editorial Board voting for the journal’s Best Paper award—yields simple, interpretable, and actionable rules that improve the understanding of media-mix advertising.
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Combining inputs from What We Say (“Social”) and What We Do (“Search”) offers a new frontier for capturing more reliable consumer behavior. The process includes looking at multiple attributes using a wide array of tools. Case studies from a travel and automotive brand illustrate how mining search and social insights can lead to new, valuable approaches.
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A lack of in-language automotive sites and online clutter posed challenges to Toyota’s need to reach likely truck buyers in the growing Hispanic community. The automaker used an innovative retargeting approach combined with an understanding of their target’s interests and special creative executions to gain traction among their target and drive success.