Entradas del foro

西法特西法特
02 ago 2022
In Preguntas a los Investigadores
Contextual targeting is not new, but the tools we have today and that will continue to develop in the future bode very well for the way in which brands can now reach audiences effectively. Most people consider contextual targeting to rely on things like spotting keywords, sentiment, and so on, and matching this with relevant topics. This is still the case, and today this is combined with AI tools to better analyse this content and ensure brand safety, among other things. But all of this is largely concerned with determining which ads to show, rather than where and how to show them. You can have the best ads in the world, but it doesn’t make much difference if the audience doesn’t notice them. Banner ads, for example, are notoriously missed by audiences due to banner blindness. So it stands to reason that the most effective solution combines a strong contextual core with optimum placement and delivery for the best viewability and chance of grabbing the viewer’s attention. What are the biggest challenges you’ve faced in your role at SmartFrame so far? And conversely, what’s been your greatest achievement? The biggest challenge we have faced is educating people, and changing their mindset when bringing an entirely new service to market. Gaining the first early adopters and proving the model to them was by far the greatest challenge, but now our network is growing organically and globally. SmartFrame also wouldn’t be where it is today if it wasn’t for the support of those who have invested in the business and believed in the vision in the early days, along with the extremely talented team that have worked their socks off to make that vision a reality. I guess that’s my proudest achievement, having brought so many amazing people, investors, and companies together, and the fantastic relationships that have developed from everyone having an aligned vision and seeing the benefits that this can bring to all parties. What advice would you give to a marketer in your industry right now? I would say one thing to really focus on is to work out how you can make data work better for you. It’s not a new idea, and there’s no one-approach-fits-all solution to this as it really depends on what it is you’re trying to achieve. But there’s no doubt that the businesses that will prosper are those who really take this seriously, particularly as more and more AI tools arrive to help extrapolate important contextual data points. The workload like this whatsapp number list allows both the vendor and the affiliate to focus on. Clicks are the number of clicks coming to your website’s URL from organic search results. We make great use of data to understand what people want and expect, and we provide comprehensive data to our customers on the images we have available within our network, so that they have a complete picture of what’s going on. Obviously, as more and more AI solutions arrive, these can help with this – but AI can only do so much. The most accurate image data available is metadata, as opposed to AI image recognition data, which isn’t as comprehensive and can also lack accuracy. And having the right data to begin with is key to making successful decisions. PepsiCo’s Mia Sorgi on building “connected experiences” and the future of retail PepsiCo Europe Director of Digital Product and Experience Mia Sorgi discusses her role, including experience design across digital touchpoints, innovation in digital ordering and trends such as retail media and Just Walk Out.
How do you think brands can get more out of contextual advertising?
 content media
0
0
1
西法特西法特

西法特西法特

Más opciones