NEW YORK – Marketers are always looking for consumer insights that help to shape their advertising strategies, and that includes creative content that sways people’s buying decisions. Some data signals, such as those from tracking cookies, are becoming less effective, but there are other ways to gain insights about audience behaviors.
“Something that we always talk about is those signals that give us an indication of where someone is in their life stage,” Lisa Giacosa, chief investment officer at Publicis’s Spark Foundry, said in this interview with Beet.TV’s Andy Plesser at an event sponsored by Affinity Solutions. “That enables us to really laser point in on how someone is feeling, what they are doing and who they are to really be the most relevant as we can be.”
The sources of data vary by the needs of the client and the goals of the campaign. Marketers must be resourceful in any scenario as they look for more ways to set the value of advertising transactions, or currencies.
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“It’s absolutely critical that we use that data to understand the performance of all channels,” Giacosa said. “One of the biggest discussions we are all having right now is the race to the currency, and if it’s one currency or many. But what that means is putting more performance metrics into traditional media.”
Audience insights provide a foundation for how brands develop the creative content of advertisements.
“A lot of people see data and they get scared that that’s going to kill creativity,” Giacos said. “I actually think it drives creativity…Now, we have true insight to understand where they are, what they’re doing, how they’re feeling and who they are. That enables us to drive a much more relevant message.”
You’re watching “Advancing Media Measurement,” a Beet.TV Leadership Series and Dinner, presented by Affinity Solutions. For more videos from this series, please visit this page.
