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Voter targeting is the name for the process political campaigns use to identify the segments of a voting population they intend to engage for identification, persuasion, and/or mobilization.

Goals for outreach to different targeted voter segments drive strategy and tactics in all areas of a campaign, including messaging and direct voter contact efforts. Microtargeting is a cutting edge political campaign technique that continues to develop at a rapid pace. Being familiar with microtargeting and understanding how it works is vital for anyone considering a career in politics.

How Does Voter Targeting Work?

Voter targeting is built on databases of voter profiles. These profiles vary in complexity and size but are based on data points including: 1. Past voting history 2. Known party affiliation/political leanings 3. Demographic details

Where Did Microtargeting Originate?

There are more than one programmatic advertising and marketing structure that in collaboration with the purchaser’s 1st-,  second- and third party information delivers the anticipated end result during online campaign planning. These are DSP (Demand Side Platform), which stands by the advertiser facet, SSP (Supply Side Platform) which possesses the publisher’s inventory, advert change in which they all meet, and statistics company (like DMP) to collect, organize and control audience facts.

Let’s take a look at the primary factors of each of the programmatic advertising  platforms of RTB example. RTB is the maximum famous version of programmatic shopping that allows entrepreneurs to run automated online campaigns with predefined advertisement values, such as attributes of audience: demography, pastimes, or purchase intentions.

In the RTB model media are mechanically bought in an public sale-based totally model, while the website is loading. The complete auction lasts approximately one hundred ms and after that, the ad is exhibited to the person with the maximum suitable attributes.

 • Supply Side Platform (SSP)

In order to set all things up and have it working, the writer submits to SSP their web-web page as a source for an advertisement. Everything is agreed on Ad Exchange. Page owner implements into the net page a unique pixel code, which facilitates looking at visitors’ behavior and then providing received statistics to the data provider for further analytical actions.

 What publishers can do in SSP:

filter (e.G., by using the advertiser) the commercials, so as to be proven on the web page,

set a low fee for the advert space to define the bottom fee of that location.

The fundamental motive of SSP for publishers is to sell the ad area at the highest price, they could get. SSP gathers a community of publishers and helps them increase their profit by means of promoting ad stock in an automatic model.

 Popular SSP systems on the market now:

AppNexus

DoubleClick

SmartyAds

  Demand Side Platform (DSP)

While publishers talk via SSP structures, advertisers make their bids to DSP as a programmatic advertising platform. DSP stores consumer profiles and third-party information from information providers. Based on this fact and declared bids from advertisers, while a consumer comes into the web page, DSP makes a choice, which includes the principle factors:

 what bid must be taken for the particular person. The maximum bid wins.

What content the advert might have,

how plenty it would value for the advertiser. Of path, the lower the better.

Therefore, publishers put into effect dedicated pixel into their internet site, so whenever users visit the web page, information provider gathers facts approximately them to build audience segments that can be divided into demographic information, modern pastimes, or shopping for intentions and ship this all to DSP. If you need to check TOP DSPs, just jump to the phase with the maximum famous DSPs.

Data is a precious asset that generates, acquires, saves, and exchanges by any agency. Protecting it from internal or outside corruption and illegally get entry protects a business enterprise from financial loss, reputational damage, patron acceptance as true with degradation, and logo erosion. Furthermore, regulations for securing data, imposed by way of the government and the industry, make it crucial for a company to reap and hold compliance anyplace it does business.

Main elements of Data Security

The three components of Data Security that all groups need to adhere to are confidentiality, integrity, and availability. The CIA triad is a security paradigm and framework for the protection of statistics. Here is what each essential piece implies in terms of stopping unwanted get entry and data exfiltration.

Confidentiality:  Ensures that the simplest legal customers, with appropriate credentials, have to get admission to information.

Integrity:  Ensures that everyone's records are correct, trustworthy, and now not susceptible to unjustified changes.

Availability:  Ensures that data is offered and available for ongoing commercial enterprise desires in a well-timed and comfortable way.

Aftermath of Data Breach

The instant consequences of a facts breach are much less known, yet they may be high priced to a business. In the aftermath of a facts breach, agencies often face a slew of on-the-spot economic consequences. A data breach might also result in penalties from the Payment Card Industry Security Standards Council. An additional pleasant may be imposed by means of regulatory authorities and card network brands, depending on the instances.

Forensic investigations are a type of forensic inquiry. One of the consequences of a records breach is that an organization is answerable for undertaking forensic research to set up the motive of the statistics breach. These investigations frequently produce proof and insights that might resource in the prevention of destiny statistics breaches.

Timely decision-making for organizations running in information-intensive industries calls for making an investment in developing viable help systems to help them make properly-informed and impactful choices. Businesses working in industries like power, commodities, agriculture, delivery, mining, insurance, finance, renewable strength, oil and gas, and utilities require statistics assist structures that offer terrific and well-timed statistics, that can at once affect your decision-making procedure as they directly affect the outcome of business operations.

Establishing the best infrastructure for an in-residence information control gadget that offers you with a regular and organized movement of essential statistics offers numerous challenges. The advent of controlled statistics services comes with several feasible benefits that will let you overcome the boundaries your corporation might face in developing such information systems.

This post will discuss the advantages of outsourcing data management services in your enterprise. We will first introduce you to the demanding situations of facts management that could grow to be barriers to your organization and the fundamentals of holistic information management solutions.

A higher draw close of those elements will assist you to understand how ZEMA’s controlled statistics offerings can assist your company to unlock its full potential and drive its increase right into a more a successful future.

 Data Automation:

Your agency can gather important information via various sources, consisting of internally within the company and via external statistics providers. It creates multi-faceted datasets, and every statistics move materials its own set of requirements. Efficiently coping with significant amounts of information with one-of-a-kind requirements has emerged as a sizeable assignment. Adequate records automation measures can decrease the lag and assets spent on acquiring, organizing, and utilizing important facts.

 Volume:

And IDC examination confirmed that 2011 saw 1. Eight trillion gigabytes of data are being produced – a figure expected to grow by way of 50 instances by means of year-cease 2021. The sheer quantity of information being produced and gathered requires sizable tracking and validation, necessitating intelligent facts control structures that may make order out of chaos. Provided that your business enterprise has access to a records control device capable of processing full-size volumes of facts, you may have to get entry to greater intelligence, giving your employer an aggressive facet.

Inconsistencies:

Working with records companies comes with numerous challenges, including inconsistencies. Data companies also are running to adapt and improve exceptional aspects of their businesses, requiring the need to alternate their records codecs or periodic downtimes to enact the one's changes. Short be aware announcements concerning format changes or no bulletins can present challenges in your business.

Additionally, data vendors may additionally revise the information they accumulate in the event that they determine that preliminary values are not correct. Rechecking the facts assets from your dealer to preserve the music of revisions time and again can bring about the records supplier flagging your corporation and doing away with precious information circulating. Working with a skilled managed statistics services issuer will let you avoid this obstacle.

 Data Analysis:

Analyzing and the use of information obtained from vendors that can be inconsistent or inaccurate altogether can prove to be devastating for your corporation. Spending giant sources on over-studying inaccurate statistics could impede your organization’s decision-making systems, specifically if the specialists you're running with cannot become aware of any abnormalities.

The social networks of voters had been proven to facilitate political cooperation and record transmission in mounted democracies. These identical social networks, however, can also make it simpler for politicians in new democracies to engage in clientelistic electoral techniques. Using survey facts from the Philippines, this text demonstrates that people with more pal and family ties are disproportionately focused on vote shopping. This is consistent with the importance of different social factors diagnosed within the literature including reciprocity, direct ties to politicians, and individual social have an effect on. In addition, this text presents proof helping a further mechanism linking voter social networks to the focus on vote buying: social network–based monitoring. Voters with large networks are each extra sensitive to the ramifications of reneging on vote buying agreements and are in general focused on vote shopping in contexts where monitoring is necessary.

 Illegal electoral techniques are popular in lots of consolidating democracies. Among these strategies is vote shopping, a form of political alternative in which politicians provide gifts or money to individuals in trade for electoral help (Hicken, 2011). In the context of a secret poll, vote shopping hinges on the ability of politicians and agents to ensure that voters are maintaining their stop of the settlement. Consequently, key attention for politicians engaging in vote shopping is to target voters who're either effortlessly monitored or do no longer want to be monitored in any respect.

 This article makes use of precise survey information from the Philippines to show that voter social networks have important capabilities for facilitating compliance with vote shopping for agreements. Consequently, individuals with large social networks (more buddy and family ties) are disproportionately targeted for vote buying. Furthermore, these networks of citizens exercise an impact independent of different social components of political alternate.

 This article also shows an extra mechanism to the ones formerly recognized within the literature: social community–based tracking. Voter social networks facilitate political alternatives in two associated and complementary methods: through presenting politicians with an additional approach to monitoring the electorate in groups and fostering extra group-degree incentives for the electorate to comply with vote buying agreements.

 First, even though the character vote may be a mystery, politicians can more without problems infer the vote choices of voters embedded in social groups, mainly to the quantity that those organizations overlap with precincts or effortlessly identifiable constituencies. Larreguy, Marshall, and Querubín (2016) reveal the significance of combination tracking functionality for politicians to extract more attempts from brokers, ensuing in better turnout and votes. Similarly, Rueda (2017) indicates that precincts and polling stations with fewer citizens are extra attractive for politicians buying votes due to the fact the smaller agencies of citizens facilitate aggregate tracking. In countries just like the Philippines, voter social networks can in addition permit politicians to interact in group-level tracking.

 Second, having a big social community can also exchange character perceptions concerning the decision to renege on vote-buying agreements, because of capacity institution-level ramifications of falling out of style with politicians (Smith, Bueno de Mesquita, & LaGatta, 2011). While regular with the literature on reciprocity, this mechanism relies handiest on the assumption that people perceive a feeling of duty inside their social circle, developing incentives to conform with vote shopping for agreements although best to avoid potential reprisals for the group.

When it comes to putting in a powerful ad focused on a marketing campaign, the specifics will range primarily based on which marketing answer you pick. AdRoll gives diverse advertisements focused on equipment and strategies that will help you attain and interact with your audience with powerful, compelling, targeted marketing. From display commercials to video advertising to mobile commercials and social media advertising, the opportunities are endless.

An effective ad marketing campaign also depends on which social media platform(s) you choose to leverage. For instance, Facebook offers one-of-a-kind features and calls for exclusive facts than Google Ads’ display targeting.

Luckily, there are six trendy steps you can take to develop a powerful advert concentrated on the campaign from start to complete.

 Step 1: Set your aim

Marketers use advertisements focused on the diffusion of motives. An eCommerce corporation may use it thru show ads to goal buyers throughout a couple of websites. A small commercial enterprise owner hoping to boom brand focus would possibly apply it to social media to further reach and engagement. The first step in putting in place a proper advert concentrated is to define your aim for the marketing campaign: Who are you, and what do you want to accomplish? Knowing this could help you install all other elements of your marketing campaign to attain and exceed your goals efficaciously.

 Step 2: Define your method

There are a variety of approaches to goal your best target market on digital structures. Once you realize your purpose, the following step in putting in proper ad targeting to your campaign is to decide your technique. This consists of your marketing campaign shipping method.

Will you create the commercials yourself or use a virtual advertising and marketing platform with automation gear to take the guesswork out of the equation?

Do you want to goal your target market on social media platforms, like Facebook and Instagram?

Are you interested in focusing on lookalike customers via show advertisements? Or do you need to use keywords with Google Ads to connect to highly engaged audiences?

While there is an expansion of techniques, the choice is ultimately up to you.

Step 3: Define your target market

Once you recognize your goal and approach, it’s time to define the target market for your advert focused on the marketing campaign virtually. For digital advertising and marketing to be best, segment your audiences and create personalized content material that speaks to their pastimes, needs, and wishes.

 Step 4: Get innovative

Once you realize who you're focused on, you'll broaden your creatives. This consists of any imagery, video content, and copy you will use to pique their interest. Digital video commercials are growing in recognition due to their effectiveness in taking pictures' audiences’ interest and riding them to action. Speaking of which, keep in mind to consist of a strong name-to-action (CTA) on your advert concentrated on reproduction to increase engagement. Whether that is to “Learn More,” “Shop Now,” or “Join Today,” make certain to allow your target market to recognize what you need them to do. Your CTA ought to align with your ad targeting campaign purpose.

 Step 5: Put money in the back of it

Once you set your campaign intention, outline your approach and target market, and design your creative, it’s time to position cash in the back of your virtual ad concentrated on the campaign. How an awful lot you spend money on advertisements concentrated relies upon your wishes, goals, and budget.

 Step 6: Analyze consequences

Programmatic ad platforms provide an actual-time marketplace for purchasing and selling advert areas. They hyperlink the thousands and thousands of publishers to the marketers trying to location strategic ads throughout the net.

 All of this takes place within the blink of an eye fixed:

1. A visitor arrives on a website.

2. The publisher captures the effect and applicable data on the internet site vacationer.

3. Advertisers bid at the impression.

4. The maximum bidder locations their advert.

 You need some powerful software operating inside the background to make all this work. This is in which programmatic ad platforms  are available. The kinds of platforms are damaged down into four categories: call for-side structures, supply-side structures, advert exchanges, and facts management structures.

The supply-side structures paintings for the publishers, amassing information and serving it to the ad exchanges. The ad exchanges then serve this data to call for-facet structures that work on behalf of advertisers, creating a public sale for every advert effect.

Collecting statistics on every ad influence lets publishers promote ad space to the very best bidder, and permits advertisers to be extraordinarily targeted with their marketing.

 Benefits of Using Programmatic Ads Platforms

Why do advertisers love programmatic commercial structures?

1. Large attain

2. Unique focused on

3. Efficiency

4. Flexible and scalable

Organizations around the world are concerned about privacy and protecting personal information. In the past few years, new more comprehensive data protection laws have been passed or proposed, making it imperative for companies of all sizes and across all industries to prioritize protecting personal information.

 What are data protection regulations and why are they important?

Data protection regulations are important because they establish a set of rules and requirements for how personal data must be collected, processed, and stored. This helps to ensure that the personal data of individuals is safeguarded from being accessed or used without permission. Violating data protection regulations can result in regulatory fines and reputational damage.

According to UNCTAD, today 71% of countries have a form of legislation regarding data protection and privacy.

 What is GDPR, and how does it protect personal data?

The General Data Protection Regulation (GDPR) is a data protection regulation that applies to the European Union. It establishes a set of rules and requirements for how the personal data of Europeans must be collected, processed, and stored. The GDPR applies to any company that processes and has access to the personal data of European citizens.

 How do companies need to comply with GDPR in order to avoid fines and damage to their reputation?

In order to comply with GDPR, companies need to take the following steps:

 – Appoint a data protection officer (DPO)

– Implement data protection policies and procedures

– Implement data retention and destruction policies

– Educate employees about data protection laws and regulations

– Monitor data processing activities

– Report data breaches to the proper authorities

“Women have been voting for nearly 100 years. Why stop now?” A political campaign poster for ‘get out the vote‘ (GOTV) encourages women to vote even today, in a few but powerful words.

 Posters have been an inherent part of political campaigns as well as public movements for centuries. Suffragettes designed them to convey their message for women’s right to vote, the US army put Uncle Sam on them to recruit soldiers in wars and more recently, Obama used presidential campaign posters to convey a simple message- Hope. Now, with the elections approaching, the political campaign posters have once again made a comeback.

 While a large share of a political campaign’s work has shifted online, the good old posters, with their vibrant colors and ability to grab attention in public spaces, remain a classic.

Political campaign posters will

 Help you take your campaign to the streets and get more eyeballs (quite literally)

Keep you relevant (remember, out of sight is out of mind) and

Inspire curiosity about your campaign.

So, do not underestimate its power while campaigning.

 For an effective poster campaign, the poster has to be displayed at a venue that is frequented by your target audience and has enough context to attract them.

 To get the best, you need to map out the people you are targeting, where they are likely to be, and what will lure them.

 You need to be visible on online and offline platforms, customizing your posters (designs, sizes, locations, messaging) to appeal to different segments.

 Are political campaign posters still relevant and practical?

Absolutely yes! Posters are a powerful medium to communicate and are definitely still relevant and practical for your campaign.

 However, given that people engage with posters on different platforms, how you use your posters has evolved.  

 With 79% of people in the USA on social media, online campaigns are, of course, essential. That means posters are now seen on social media like Pinterest, Instagram, and more.

 But that’s not to say that offline efforts have lost meaning.

Although the internet is a great tool to reach out, 70% of people are more likely to remember a brand they see in print than online. One reason for this could be our diminished attention span when we are viewing a screen.

 Today, your campaign needs to be the right blend of online and offline efforts. Regardless of which channel you choose to publish your posters, they are relevant because:

 They can create a massive impact in a few words

They reach a segment of the audience who prefer not to read

Reviewing the best digital marketing campaigns from established brands can generate ideas for your own efforts. Here is a list of outstanding digital marketing campaigns from 2022. The campaigns feature social justice, celebrity endorsements, personalized products, contests and games, augmented reality apps, and the metaverse.

The Cadbury Worldwide Hide campaign was created to help consumers hide Easter eggs and engage with loved ones when they could not be physically together during the pandemic. The virtual experience allowed users to purchase a real Cadbury Easter Egg, hide it virtually through Google Maps in a unique location, then write the recipient a personalized clue to find the egg. Once recipients found the egg, they received a real, physical chocolate egg delivered to their home.

National Geographic ran the #ThinkBeforeYouLike campaign to raise awareness of the illegal pet trade on endangered cheetahs. Modern-day cheetah owners use Instagram and TikTok to show off their pets, which are mainly taken from the wild where there are fewer than 7,000 remaining adult cheetahs. Before followers like or share any social media post featuring cheetahs, they were asked to take a few seconds to reflect on the legalities and ethics of what’s being depicted. The hashtag #ThinkBeforeYouLike was used to help spread the message about social media’s role in encouraging the illegal wildlife trade.

Anheuser Busch launched the #LetsGrabABeer campaign to raise awareness of Covid-19 vaccination efforts and encourage consumers to socialize responsibly as restaurants began to reopen. It rewarded adults who proved they’ve been vaccinated with a free round of beer. Then, during the summer, the brewer ran a national campaign with the White House to help meet President Biden’s goal of encouraging as many Americans as possible to get vaccinated, providing complimentary beverages when the nation reached the White House’s vaccination goal. Adults simply had to upload a picture of themselves in their favorite place to receive a beer.

In 2022, McDonald’s launched its “Famous Orders” campaign with personalized orders from rapper Travis Scott and reggaeton artist J Balvin. In 2021, the program continued with custom orders from Saweetie, Mariah Carey, and South Korean pop band BTS. Revealing order preferences of iconic celebrities reinforces core menu items in a fun way.

1. Slack, So Yeah, We Tried Slack

Slack’s ad campaign last 2014 is a fun example of an effective campaign. It’s a video collaboration with Sandwich, a commercial company, which shows their team’s initial reaction to using the application. It consists of employees, who at first, were reluctant to use Slack.

However, Slack’s caption for the video was also a witty addition. It conveys to the user that at first, the Sandwich team doesn’t want to because “products like that never work.” After that sentence, Slack revealed that six months later, they were using it. Then, after seven months, they are in love.

Due to this collaboration, some articles popped out that Sandwich was one reason for Slack’s success. If you also watch the video, you’ll see why.

Why this is effective:

It’s a fun ad that generates laughter from the audience.

The video portrays a message that even the doubters would love the app if they give it a chance.

It’s only 2 minutes and 20 seconds long, good enough to retain the user’s attention.

It also cited the application’s competitors, the much older platforms that we usually use for work.

Overall, it’s creative, original, and useful.

 2. Wix, Melt the Ice

Ah yes, if we mention an “effective” ad campaign, how could we miss Wix’s Melt the Ice? In 2017, the web-building platform launched an interactive campaign where they broadcasted in a Facebook live stream. It’s a fun marketing idea where a football helmet is inside a giant ice block. The viewers will then be encouraged by the team to comment ‘fire,’ ‘hammer,’ etc. It’s a game where the audience could win up to $10 000 every day until the Super Bowl. Fun right? Yeah, especially that money part.

However, that’s only a teaser as the final prize is a whopping $50,000 on game day. The only rule was that the participants needed to change their profile picture to a specific image. By the end of this campaign, the stream garnered over 232 million live views!

Why this works:

It’s fun and interactive.

It motivates users with a ‘price.’

It’s an excellent way to increase brand awareness.

Lastly, it’s original.

 3. Heineken, ‘Worlds Apart’

This is also back in 2017, Heineken went for the emotional approach. It’s a documented social experiment that requires strangers with opposing beliefs. In the end, the brand reveals its opposing opinions. They also allowed them to either stay to discuss their difference over a beer or walk away. It’s a beer ad. However, it tackles a person’s openness. Yep, that sure is a useful idea.

Why this works:

It evokes a person’s emotions, which makes the ad more memorable.

It sends a message which strikes a conversation.

It’s an ad with a challenging message.

 4. Patagonia, #LoveOurPlanet

In last year’s black sale, Patagonia partnered with One Percent of the Planet for the Black Friday sale. It starts with a tweet that claims that 100% of sales go to charity. In the end, it exceeded expectations as the campaign gathered $10 million in sales! Patagonia topped the record by contributing ALL their black Friday retail as promised.

Why this works:

It increases global awareness.

It sets the right image for the brand.

It sends a positive message that brightens the world that’s facing a pandemic.

 5, Kohl’s, #KohlsBlackFriday

Another effective digital ad campaign also happened on last year’s Black Friday. The campaign features a minimalist 6-second ad that has a black and yellow color scheme. Furthermore, it’s an ad that encourages engagement with target customers. The ad consists of a discount announcement and offers a gift card in exchange for a retweet with a hashtag of the brand name. By the end of the campaign, it generated 2 400 retweets and 41 500 thousand views.

Why it’s Effective:

It uses the power of social media.

The design features a minimalist and eye-catching style.

The cloud has become the go-to platform for businesses of all sizes. It is flexible, scalable, and cost-effective, making it the perfect solution for organizations looking to improve their IT infrastructure. However, with the cloud comes new security challenges.

Data security and privacy are top concerns for companies moving to the cloud. And rightfully so—the cloud is a shared environment, which means your data is stored on servers that are managed by other organizations. This creates risk if the servers are not properly secured.

To add to some of these concerns, recent high-profile data breaches have made headlines and spotlighted the importance of effective cloud security. In 2019, Capital One experienced a data breach in which a hacker was able to access the personal information of more than 100 million people’s credit card applications and accounts stored on cloud data servers.

This instance and many others prove how important it is for companies to maintain a robust cloud security strategy to successfully protect their data and that of their customers.

 Best Practices for Securing Cloud Data Platforms

While there are risks associated with moving more data through the cloud, there are best practices businesses can follow to ensure their cloud data platforms meet their organization’s data security and privacy requirements.

 Zero-Administration, Embeddable, Nano-Footprint Edge Data Management

When you publish an ad, there is always a risk that it won’t work.

Launching your company’s very first advertising campaign tends to be one of the riskiest and stressful investments you’ll commit to as there isn’t a precedent to follow.

Your first ad campaign will not only help set the tone with customers but will be closely monitored by company leadership trying to gauge the impact advertising can have.

To offset this pressure, recognize that marketers that develop a strategy to plan their ad campaigns are 356% more likely to see results from their efforts.

Proactively planning a TV commercial back in 2008 helped Progressive Insurance establish its brand and unexpectedly create Flo, the company’s mascot.

The initial strategy for this ad was to showcase a superstore where people could easily shop for insurance, as a way to make their offerings more tangible to customers.

Focusing the campaign on what would connect with their customers and humanize the firm, the spotlight moved from the store to their now popular brand ambassador.

Progressive set the stage for a lasting campaign that’s kept the company relevant for over a decade — increasing revenue from $13.6 billion in 2008 to over $35 billion today.

By setting expectations for the campaign, focusing on their customers’ needs, sharing a value-driven message, and being mindful of the medium, the ad was a big success.

And it’s possible for your organization to earn results on your first big campaign by strategically planning the process with your goals and customers in mind.

 Set realistic expectations

It’s helpful to consider your first ad campaign as the start of a series of investments in advertising for the long-term until you pinpoint what approach drives results.

“You need to understand that you’re not going to get optimal ROI until you do it for a while,” says Neal Schaffer, marketing consultant and author of The Age of Influence.

Incremental results should be the aim of your first campaign, as it’s uncommon to make a significant impact until you’re able to experiment to learn what resonates first-hand.

“Incremental daily progress (negative or positive) is what actually causes transformation,” says Seth Godin, a leading marketing speaker and author.

Whether a series of Facebook ads or an out-of-home campaign, each ad will provide your team with data and insights to inform future changes to your approach.

That’s how Intuit improved their advertising initiatives by learning from their first ad campaign’s performance across TV, YouTube, Instagram, Facebook, and Snapchat.

Focused on earning awareness and consideration for their ecosystem of financial software, the campaign earned 25 million online views and increasing brand awareness by 17%, according to a YouTube brand lift survey.

With these results in mind, the company decided to focus their next ad campaign on storytelling across digital channels as a first priority, according to a CMO interview with Lauren Stafford-Webb, a marketing executive leading the campaign at Intuit.

Beyond experimenting to improve the results of your campaigns in the long-term, an immediate consideration to understand is what budget you’re able to allocate initially.

The exact cost will depend on the ad’s objective and the profitability of your business.

“Brand awareness at the very beginning is a great strategy,” but most firms focusing their first campaigns in this manner tend to be funded by venture capital, says Schaffer.

For most organizations that are self-funded with a tighter budget, it’s a better approach to focus on direct response — messaging that earns an immediate reaction at the start.

“You want to be looking for more impactful messaging that brings potential customers into your marketing funnel quickly,” adds Schaffer.

Encouraging a purchase, a sign-up or an offer redemption is a cost-effective objective for a campaign initially as you can choose to only pay for conversions from the ad.

To deliver accurate, standardized, safe, and accessible information to all teams in your business, you need a broad set of processes, systems, and resources that span your organization.

 Data governance

Data governance involves planning, creating, implementing, and enforcing policies that outline how your organization manages its data. Its ultimate goal is to ensure the widespread availability of high-quality data—information that's standardized, secure, compliant, and up to date.

 Data architecture, modeling, and design

Data architecture deals with designing the infrastructure required to meet your company's data management objectives and standards.

Data modeling and data design are concerned with the organization of data, such as the layout and design of the databases and the programming languages to use for managing data in your databases, for example, SQL.

 Data storage and integration

Data storage covers the implementation and maintenance of the physical hardware or cloud-based infrastructure you use to collect, store, and manage your data, such as servers, data management platforms, data warehouses, and data lakes. Data integration practices ensure raw data is organized and maintained in a structured form in a database.

Essentially, you use data storage to implement your data architecture and data integration to implement your data models.

 Data quality and security

Data quality looks after the information you're capturing, storing, and distributing to ensure it's complete and up to date. It helps prevent problems like duplicate records, inconsistent versions, missing information, and corrupt data.

Data security deals with the protection of your data through encryption and other methods. Its purpose is to ensure your organization's information is only accessible to authorized users and to prevent issues like losing data through unintended moving or deletion.

 Data analysis

IQM (Nasdaq: SCOR), a trusted partner for planning, transacting and evaluating media across platforms, and L2, Inc., a leading provider of voter data, today announced the launch of innovative cookie-free audiences based on behavioral political data for ad targeting across digital, mobile, and CTV ad inventory. The partnership will deliver cookie-free voter profile audiences tailored for privacy-safe political targeting available in all leading DSPs.

 The collaboration will combine L2’s unparalleled voter insights with IQM patent-pending Predictive Audiences methodology to create first-of-its-kind cookie-free political audiences. Now advertisers can leverage the IQM Predictive Audiences voter profile segments powered by L2 insights to reach audiences based on political behaviors such as voting likelihood and political affiliation as well as based on political opinions such as candidate approval and where voters stand on polarizing issues like vaccination, immigration and climate change. IQM Predictive Audiences voter profile segments provides a crosswalk between audience behaviors and privacy-friendly contextual signals to enable advertisers to engage political-based audiences with L2’s best-in-class voter profile data. IQM Predictive Audiences have proven to be a cost efficient targeting tactic, driving campaign performance at a lower cost compared to user-ID based targeting in multiple case studies.

 For over 50 years, L2, Inc. has set the industry standard for having the highest quality and most comprehensive voter and consumer file available. L2's 53-point hygiene and processing method remains unparalleled in market.

 “When we created Predictive Audiences our goal was to work with the best data providers in each sector,” said Rachel Gantz, General Manager, Advertising, IQM. “Our partnership with L2 is a reflection of this goal. We are joining forces with the leader in voter data to create privacy-friendly political behaviors and opinion-based audiences to ensure advertisers can reach their target audience in the rapidly-evolving media and regulatory environment.”

 ”We are thrilled to launch these privacy-focused audiences with IQM in a midterm election year,” said Joy Friedman, Director of Marketing & Partnerships, L2. “We are known as a trusted partner within the political space and being able to offer our clients future-proof and effective targeting built on our unparalleled data set is invaluable.”

 About L2

If you’re a digital marketer, you’re no stranger to choosing a publisher for your direct media buys. At first, it seems easy: Find available inventory on a reputable publisher that you can afford. But there’s so much more to consider when choosing a publisher to host your ads.

 What are the publisher’s stats?

Using competitive intelligence tools such as Alexa, you can find out a lot about a publisher. Some helpful things to consider when choosing a publisher for your ads are:

 a. Number of monthly visitors to the site

How many people are you getting in front of on a monthly basis?

 b. Where are the site visitors located?

You don’t want to waste your ad on people outside of your geographical target.

 c. What are the demographics of the visitors?

Think about who you’re trying to target. Are you looking for a female audience, seniors, high-income families?

 What kind of content does the publisher promote?

Paying attention to the content on a publisher is important when it comes to your brand. It’s possible that there is content on the site that can be damaging to your brand’s image. Think carefully about what you are associating your brand with before choosing a publisher to host your ads.

The content available on a publisher also becomes increasingly important when hosting native ads. Native ads see a higher click through rate than display ads. Why? Because they appear as editorial content rather than a standard ad. You want your native ads to blend in as editorial content, helping to increase the likelihood that a visitor will engage with your ad. If you are serving native ads, you’ll want your ad content to be related to the content on the publisher page so that it’s consistent with the rest of the site.

 What ad formats are available?

When it comes to choosing a publisher, you don’t want to run into limitations that can hinder your overall ad performance. It’s important to consider which ad types are supported by the publisher.

People view native ads 53% more than banner ads

Mobile commerce will account for almost 25% of overall ecommerce revenues by the end of next year

Rich media mobile ads are 4x as effective as standard banner ads when it comes to click through rate

If a publisher limits you to just display banner ads, your ads may not perform at their full potential. Having the ability to run native, mobile or rich media ads could drastically improve your digital performance. And of course, performance should definitely be a deciding factor when choosing a publisher for your digital campaign.

 How often can you update your ads?

Not all publishers will let you update your creatives whenever you want. When choosing a publisher, be sure to keep this in mind. You may want to refresh your ads when you find they’re no longer working. If you’re split testing ads, you’ll want to update your ads often to test different variables to find out what resonates best with your audience. Having the ability to update your design and messaging could do wonders for the success of your campaign.

Where are your competitors advertising?

Crafting data-driven campaigns doesn't have to be overly complicated or take months to implement. The foundation of a solid campaign that harnesses the power of data to reach the right audience can be built upon four primary tactics.

 1. Get programmatic with media buying.

The old methods of buying media have been upended. The days of reviewing spreadsheets, endlessly negotiating rates, and committing to inflexible long-term contracts that you are stuck with — even after it becomes obvious that they aren't working — are over.

Programmatic buying is an automated method of purchasing digital media in real-time that is easily adjustable. That means if budgets change, if you want to test new messaging, or if placements aren't producing good results, media buys can be changed or scaled instantly.

According to eMarketer, 83.5% of US digital display ad dollars were transacted using programmatic technology in 2019.

In 2021, that number will close in on 90%, and US digital display advertisers are expected to invest nearly $80 billion.This process gives advertisers a direct avenue to be iterative with targeted ads campaigns based on data received from first, second, and third party sources.

With access to enhanced data and the ability to implement changes based on what it reveals with no lead time, programmatic buying optimizes media placement quickly and gives advertisers the ability to make changes based on internal changes or external market forces immediately.

 2. Verify the right people are seeing your ads.

Digital publishers and platforms have their own metrics for who views ads on specific channels, but the market changes quickly, and the data they offer is not always accurate.

If real prospects aren’t seeing your ads, then the money you spent placing them is a waste. It's important to verify that the numbers and demographics you’ve been promised match the reality of what is delivered.

The best way to accomplish this is through third-party ad verification — but if you aren't ready to make this investment, you can confirm for yourself that the tools and tactics used by advertising partners are working as promised.

 Ensuring users actually see the ads that have been served to them can get tricky. Some platforms still use the legacy "impressions served" model where you pay for each impression the moment the ad loads — but how do you know it was seen?

This can get especially complex when it comes to videos — not only do you have to consider how much of the player is in view, you also need to know how much of the video was seen.

Guidelines from the Media Rating Council count a video ad as viewed when at least 50% of the ad is visible for two consecutive seconds.

 3. Personalize websites with dynamic content.

Your client's website is made of dozens, hundreds, or even thousands of unique visual elements — but there's no reason they have to be presented the same way to every single visitor. They can, in fact, be customized to individual users based on what you know about them, providing dynamic content that is most likely to be relevant to them first.

You already expect your advertising partners to understand web visitors and only serve your ad to relevant targets. You can use the same logic to create different versions of your site that are displayed for each unique visitor.

Use the data that you have about each user to customize the experience. This data can come from browsing history, demographics, and your existing repository of consumer data.