‘The importance of data to display advertising’ – ‘Experian Marketing Forward’ Blog
Colin Grieves says, “With consumers now more digitally engaged than ever before, there is a greater need for marketers to carefully consider their approaches to display media in order to reach customers with effective personalised messages. This is true across all channels, none more so than digital display advertising.
To build the most effective strategy for a digital display campaign, marketers need to pay close attention to driving force behind display adverting – data. The rise in the trading of display media programmatically to an estimated 45 per cent in 2014 is indicative of the increasing importance of data and how it underpins a successful marketing strategy. An attentive analysis of the data acquired, together with the aggregation of more accurate data sets and cross-channel linkage, will allow marketers to bring highly relevant and striking messages to customers”.
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