#netmining

As TV viewership becomes more fragmented, we are now combining the best “TV and digital measurement concepts” to bring a new measurement tool: the Audience Rating Point (ARP). This new tool will help aid in better targeting/pricing, and help to reduce the number of repeated ads our consumers view. Finished are the days of seeing the same ad multiple times on the same channel.

For Advertisers, Data itself trumps technology and the people who implement the data. Yet, “What good are data and technology if nobody is there to put them together?”

Digital has long been viewed as the one advertising channel where everything is measurable. Sometimes that’s easier said than done (as anyone in the industry will tell you). But measuring incremental lift of ads is one of those things that is within reach, and will go a long way in helping marketers make smart decisions about their media plans.

Netmining's own Jon Schwartz, VP of Sales, opines on the hot topic of 'viewability' in this iMedia Connection article, "The best case for viewability is its application for measuring across media channels, both digital and traditional. It means digital is now getting close to a comparable GRP-like metric for a side-by-side comparison with TV."

Nearly all (98.3%) online publishers are using a “data-driven, programmatic” approach to audience engagement in the U.S. In other words, nearly all publishers are using data to create audiences, and/or are letting advertisers use programmatic technologies to make audience-based buys on their digital properties. The data comes from a new Winterberry Group report, released in partnership with the Interactive Advertising Bureau (IAB). 

The story about how Targeted Victory is using data targeting Wall Street traders solidifies how creative and innovative audience targeters have gotten. And while political media operatives have long left no stone unturned in pursuit of better data science, conventional agencies and brands are moving in that direction, too—especially in their use of first-party data, and in the ways they integrate it with other audience attributes to fine-tune and focus in on the best possible audience mix they can.

Digital marketers better like change, because it’s coming. According to an April 2014 study by Altimeter Group, digital transformation is now a significant movement. The research found that definitions of “digital transformation” varied greatly among industry professionals, and in the end defined it as “the realignment of, or new investment in, technology and business models to more effectively engage digital customers at every touchpoint in the customer experience lifecycle.”

Wise and older software executives, investors and developers have drawn the map for smarter software, data and platforms. It wasn’t too long ago that technology companies were using the initial software-as-a-service (SaaS) programs to (hopefully) provide analysis through computed statistics. It was a long, labor-intensive process. Luckily, programmers have not stopped creating and upgrading their algorithms and are bringing us a bright new era in premium programmatic.