‘Using addressable advertising to supercharge campaigns’ – Experian Marketing Forward
Brienna Pinnow says, “Achieve maximum impact with addressable advertising
This is an exciting time for digital marketers, with the growth of new devices and channels bringing more opportunities to intelligently and creatively engage. However, this rapid channel growth also means there is more potential to overspend on marketing and advertising programs that do not achieve maximum impact. For this reason, it’s more important than ever to leverage for both traditional and emerging channels.
Through addressable advertising, you can use first, second and third party data to provide a better consumer experience and higher return on ad spend. Think of a marketing campaign as a vehicle which uses data as its fuel. In the past, the data that fueled the vehicle was basic demographic information such as age and gender. For example, a marketer may have wanted to target women between the ages of 25 and 35. This gets the car going and, in general, marketers see better performance than they would with no targeting parameters at all.
However, not surprisingly, with limited data and targeting capabilities comes a limited return on marketing investment, campaign effectiveness and reporting capabilities. By supercharging marketing campaigns with richer data to fuel performance, such as CRM data, the campaign can travel much further”.
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