A New Type of Digital Target that Enhances the Ad

The creative is the payload of the media missileamp160 Why ignore the payload and treat all ads as identicalamp160 It seems goofy looking backward but that is exactly what we all have been doing since advertising began in Egypt 2000 years ago on rocksamp160amp160Of course readers have read about DriverTagsTM here and elsewhere by nowamp160 What is new is the partnership with IRI which is one of the largest research companies in the world and in the US measures over 90000 stores and 350000000 shopper cards and is a leader in the sale of digital targetsAs everyone knows digital targets are a multibilliondollar industry in themselves accounting for 9 of all of the money spent on programmatic digital for exampleamp160 As well they should since in most digital which is direct response the target is as important as the creative if not more so amp160quite the reverse of brand advertisingBoth creative and target are dominantly importantamp160 These are the first targets to recognize thatDriverTagsTM are the means by which RMT has been able to append 265 psychological signals to each of 93000000 Americans and their devices This wouldn39t have been possible without StatSocial the social media enabler which provides the deepest and proven most robust understanding of who people are and what they mean to sayOver and above the selfserving layer if these were not my own babiesamp160I would still be recommending to all myamp160clients and friends that they do a test as soon as is practical measuring whatever they want but especiallyamp160if they can conversion against what they are doing now a classical AB testamp160 Very easy on programmatic digitalamp160 And then they will knowamp160 They know why Nielsen Catalina conceivedsponsored by Turner Simmons Wieden Kennedy and others showed such strong third party validationsHoward Shimmel devised the method of increasing linear TV lift using a variation on these digital targetsamp160 quotWhy not DriverTagTM the adsquot he mused quotand then see if the programs with greatest DT overlap have higher ROI according to Nielsen Catalinaquotamp160 So we did it and ARF Executive Vice President Horst Stipp was happy to present it at an ARF Annual Conferenceamp160 The most advanced brands are doing exactly that today in some cases with the most advanced agencies who turned them on to itThanks to all of those clients and friends whose constant support and encouragement brought us to 93 million Americans and to those who lead the conversion of the industry to adandpersoncentric targetingPhoto creditamp160 RawpixelUnsplashClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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A New Type of Digital Target that Enhances the Ad

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Bill Harvey

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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A New Type of Digital Target that Enhances the Ad

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Bill Harvey

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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