Well, here we are! On to our last blog post. Last week we
talked about why advertisers use data and why is data important to them. To
recall, we stated that there are five main reasons why data is just as
important to advertisers as it is to other businesses in this world. Here are
the five reasons:
·
Data is the truth
·
Data improves things
·
Data predicts the future
·
Data breeds innovation
·
Data is your competitive advantage
Last week we used Facebook as an example and we discussed how
Facebook utilizes big data. This time we will talk more about how advertisers
can use data to further the future of advertising.
The Make Thunder website has a great article written by
Melody Yan called “What Data-Driven Creative Means For The Future of
Advertising”. The article states that “according to research by AppNexus, up to
97% of programmatic campaigns lack a targeted creative for each audience
segment.” Yan said that by using data, they are able to improve creative development
resources and it would decrease the amount they spend on ineffective or
irrelevant ads. In addition, data would help advertisers do a better job in
terms of advertising strategy. In other words, they would have a better
understanding of their target audience. Yan also states that
“Data-driven creative strategies relate to planning the
approach and resource allocation of a marketing team towards achieving a goal.
Data-drive creative tactics refer to the specific implementation and execution
of a creative based on the data available.”
The article is a good read for people that are interested in
learning about why and how data impacts advertisers/marketers. Melody Yan
provides a lot of information that relates data to advertisers. I believe that data
is used everywhere by anyone. Without data, people are unable to improve their
work and that would lead to businesses losing money and customers.
By Iman Farid
Link to the article:
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