Channel: Martech: Advertising

    • Vistar adds first-party data to out-of-home (OOH) ad targeting through LiveRamp partnership

      Step by step, out-of-home (OOH) advertising is becoming just another kind of online inventory. This week, New York City-based Vistar Media expanded its repertoire through a partnership with data provider Acxiom’s onboarding unit, LiveRamp. According to Vistar CEO Michael Provenzano, this is the first use of first-party customer relationship management (CRM) data for targeti ...

      Marketing Land- 16 readers -
    • Pathmatics acquires WhatRunsWhere

      A still image from a video on the WhatRunsWhere site Santa Monica, California-based Pathmatics allows enterprises to monitor their competitors’ advertising. WhatRunsWhere offers a similar service, but it’s targeted at small-and-medium-sized businesses (SMBs). Today, Pathmatics announced that it has acquired WhatRunsWhere. Terms of the deal were not made public.

      Marketing Landin Display- 12 readers -
  • Size matters: 5 tips for creating LEAN programmatic creative

    … advertising now accounts for more than two-thirds of all digital display ad spending in the US, but since it calls for multiple ad versions, creative best practices aren’t as widely known or easily executed. Here are five tips for creating effective LEAN ads, particularly for programmatic creative executions. [Read the full article on MarTech…

    Marketing Landin Display- 8 readers -
  • Now feel this: Immersion launches first Haptic Ad Service

    … Todd Whitaker told me that this is the first time for feel-based mobile advertising at scale, something that cannot be offered in, say, TV or laptop/desktop ads. He added that, while there are other, one-off haptic ads, “we’re not aware of any competitor” offering such a service. Examples: shaking a martini in an ad for Stoli vodka, feeling…

    Marketing Land- 11 readers -
  • Actionable AI: Data science meets social science

    … the likelihood that a given tactic will produce a certain outcome and that the amount spent on that marketing tactic will produce desired advertising results. [Read the full article on MarTech Today.] Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here. About The Author…

    Marketing Land- 10 readers -
  • Bazaarvoice adds ad targeting platform based on consumer intent

    Bazaarvoice’s visualization of its network. For more than 5000 brands, Bazaarvoice’s cloud-based software allows visitors to rate or review products, or to upload product-related imagery. Now, the Austin, Texas-based company is taking the next step, by announcing a first-party data-based ad platform that targets those visitors with ads and offers relating to the products t ...

    Marketing Land- 12 readers -
  • IAB’s first report on VR/AR surveys the terrain for marketers

    … to action — within the user’s current VR experience, people simply hit the skip button, or they leave. You can’t just put things into a scene. A lot more work needs to be done to get the integration points right. It can be extremely jarring when you’re immersed in another world.’” The report also summarizes a selection of marketing/advertising…

    Marketing Landin Google Facebook- 13 readers -
  • Two new studies look at what kinds of campaigns, mobile ad formats work best

    … (Credit: MobileFuse) Since the birth of advertising, marketers have been trying to figure out how they might work best. This week, two new studies presented at the Ad Week conference in New York City offer a few hints. The Advertising Research Foundation (ARF) released its study, “How Advertising Works Today,” which focused on the best…

    Marketing Land- 9 readers -
  • Videology joins Screenvision to make movie theater ads more targeted

    … to counter ad-blocking, a more efficient targeting of theater ads — and the resulting increased relevancy to specific audiences — might lower the need to spray so many. Better targeting for movie theater commercials is the idea behind the recent announcement by TV/video software provider Videology that it has formed an alliance with cinema advertising…

    Marketing Landin Display- 9 readers -
  • Connecting the dots: How the customer data platform solves what ails marketers

    … Just when marketing thought it had sorted out the latest in data management tools, a high-profile industry analyst firm officially recognized another category of solution: the customer data platform (CDP). In July, Gartner Research analysts introduced the CDP into its “Hype Cycle for Digital Marketing and Advertising, 2016.” And although it’s…

    Marketing Landin How To's- 10 readers -
  • Unruly now offers biometric measurement of video ads

    … its first regular biometric measurement of online video or TV ads via an ensemble of star players in the field. Called Unruly EQ, it brings together brainwave analysis by marketing research firm Nielsen, facial recognition by Affectiva, and music data analysis by Moodagent. This is complemented by an expanded version of Unruly’s own detailed…

    Marketing Landin Display- 11 readers -
  • Sizmek hopes to redefine DCOs with its newest creative tool

    … iteration of the company’s DCO, which is a creative platform that helps to automatically assemble ads from mix-and-match creative components for different needs and audiences. In its announcement, Sizmek said that additional features will be added in the near future so that the new tool resembles “Adobe Creative Suite, but for programmatic advertising…

    Marketing Landin Display- 11 readers -
  • Adobe adds live video ad insertion and tighter video stream measurement

    … in Amsterdam. Adobe Primetime, the company’s tool to support multiscreen TV, can now replace a broadcast ad with a dynamically targeted ad in a single live video stream. This is focused on the type of online video Adobe calls TV Everywhere, which is Net-delivered video that requires a cable subscription logon, like Xfinity.com. (Adobe describes Over…

    Marketing Landin Display- 10 readers -