Industry Trends

MediaPost's Data & Programmatic Insider Summit: The Importance of Data-Driven Advertising

As the world becomes more digital-first, advertising strategies have shifted from traditional methods to data-driven ones. This was the theme of MediaPost’s Data & Programmatic Insider Summit event that we participated in last week. In this article, we will explore the key takeaways from the summit and highlight some best practices for data-driven advertising.

 

MEET CONSUMERS WHERE THEY’RE AT WITH DATA-DRIVEN ADVERTISING IN A DIGITAL WORLD

It’s become crucial to optimize advertising campaigns using data to reach the right audience and improve campaign performance. By partnering with advertising platforms who collect data on consumer behavior, preferences, and demographics, advertisers can target specific audiences with precise messaging. This approach is more effective than traditional advertising, which relies on broad audience segments and assumptions about consumer behavior. That’s largely because data-driven strategies deliver personalized messages that resonate with individual consumers, leading to higher engagement rates and better campaign performance.

This begs a practical question: how can brand and agency marketers advertise with a data-driven lens? We’d love to share some of our key takeaways from MediaPost’s latest summit, as well as some of our own best practices.

 

LEARN FROM SOME OF THE INDUSTRY’S MOST DATA-DRIVEN EXPERTS AT MEDIAPOST’S DATA & PROGRAMMATIC INSIDER SUMMIT

The Data & Programmatic Insider Summit brought together industry experts to share their insights on the latest trends and strategies in data-driven advertising. Some key takeaways from the event touched on the following topics:

  1. The importance of first-party data
    The summit emphasized the importance of collecting and analyzing first-party data to create effective advertising campaigns. This data is valuable because it provides insights into consumer behavior and preferences, allowing advertisers to create personalized messaging that resonates with individual consumers in a privacy-conscious manner.
  2. The rise of programmatic advertising
    According to a Statista report, global programmatic ad spend is expected to reach $558 million in 2023 – a 13.1% increase over 2022 and almost double what it was in 2019. As advertisers invest more in programmatic, they’ll need to focus on implementing data-driven strategies to improve their return on investment. The event focused on crowd-sourcing ways brands are effectively accomplishing this in today’s market.
  3. The need for transparency around consumer data
    Consumer data collection and usage have become hot-button topics in recent years, with concerns about privacy, identity, and the use of personal data. The experts at the event emphasized the need for advertising platforms to operate with transparency–not just as it pertains to privacy and identity, but also in relation to campaign performance and reporting.
  4. The potential lift from data-driven optimizations
    While data-driven advertising is focused on targeting the right audience with personalized messaging, the creative elements of the campaign are still crucial. The event’s speakers highlighted the growing importance of data-driven creative optimizations–using data to inform the development of creative assets tailored to specific audiences and designed to achieve specific goals.

 

SEE HOW SIMPLI.FI’S DATA-DRIVEN ADVERTISING SOLUTIONS CAN HELP TAKE YOUR EFFORTS TO THE NEXT LEVEL

Here at Simpli.fi, we pride ourselves on letting data tell the story. From audience planning to campaign creation, optimizations, and reporting–we focus on providing every data point possible to tell a clear narrative of campaign performance. We service 2,000+ agencies, advertisers, and media buying organizations with the same goal in mind: to drive better results using relevant data. Come learn how our programmatic advertising solutions–including our industry-leading addressable, CTV, and geo-fencing offerings–can help you prove your ROI with confidence.

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