Why brands are seeking more nuanced, humanized audience segmentation for campaign success
By AdDaptive
Laura Goldstone, senior director, communications and branding strategy, AdDaptive Intelligence
Despite the hard work brands put into running ad campaigns, too many post-campaign reports simply offer basic, standalone metrics such as impressions and clicks-in-aggregate. These standard reporting frameworks may show whether or not the advertisers hit their KPIs but often leave out the insights that tell them how or why. Naturally, this leaves many teams feeling unequipped to benchmark success and adequately prepare for the future.
This scenario is familiar to many if not all, advertisers. Campaign reports may highlight how successfully advertisers reach their target audience, but without a strategic conversation about context, that data will likely fail to be actionable.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
Source:: Digiday
