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Personalized Digital Advertising

Author: Diaz Nesamoney
Publisher: FT Press
ISBN: 0134031075
Size: 14.59 MB
Format: PDF, ePub, Docs
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This is the first plain-English, 100% practical guide to supercharged digital advertising personalization: what's here, what's next, and how to make the most of it! Digital advertising and marketing are undergoing a massive, data-driven transformation: practically everything you thought you knew about them is obsolete. In Personalized Digital Advertising: How Data and Technology Are Transforming How We Market, pioneering entrepreneur Diaz Nesamoney demystifies the newest technologies, showing non-technical marketers how to use them to precisely target every message to every individual. First, Nesamoney explores the current state of digital advertising, reviewing best practices for maximizing personalization through long-familiar data and targeting technologies. Next, he introduces powerful recent innovations, presenting new best practices for deepening and extending personalization with: New data management platforms Advanced solutions for offline, mobile, and location data Powerful new ad production and serving technologies Nesamoney then previews emerging disruptive technologies and personalization approaches, from social data to new techniques for anticipating user intent. He concludes by introducing the Digital Advertising Technology Stack: a visual schematic showing how multiple products and technologies come together to radically improve advertising personalization and performance. Personalized Digital Advertising will be an indispensable resource for wide audiences of CMOs and marketing professionals, brand managers, media and creative directors, creative team members, and all students of digital advertising and marketing.

Digital Advertising

Author: Shelly Rodgers
Publisher: Taylor & Francis
ISBN: 1317225465
Size: 61.19 MB
Format: PDF, ePub
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Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.

Digital Advertising

Author: Andrew McStay
Publisher: Macmillan International Higher Education
ISBN: 1137013656
Size: 31.39 MB
Format: PDF
View: 1946
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The ever-evolving nature of the digital media is quickly re-writing the rulebook of advertising and marketing. Using technological innovations and our online habits, advertisers have a variety of new promotional opportunities at their disposal that bring products and services to the public's attention. This book examines the cultural, commercial, creative and regulatory practices of advertising in these digital environments. From viral campaigns and in-game advertising, to audience profiling and dataveillance, this book gives a comprehensive exploration of digital advertising. It traces the growth of digital media uses, starting with its use as fringe advertising media and moving beyond the pop-up to become a dominant global advertising media form. Taking a look at the advantages, disadvantages and ethical dilemmas of using digital media, the text encourages readers to consider their own ideas about the field. The chapters combine industry and critical perspectives alongside inspiring example material and interviews with senior figures in the international advertising industry. Analysing key theories and emergent trends in the field, Digital Advertising explains complex ideas in a truly accessible way. Insightful, intriguing and informative, this book offers the big picture on the world of digital advertising today and looks at its possibilities for tomorrow. It is ideal reading for students of Media and Communication Studies, Advertising, Marketing and Business Studies.

One To One Personalization In The Age Of Machine Learning

Author: Karl Wirth
Publisher: BookBaby
ISBN: 0999369423
Size: 16.68 MB
Format: PDF, Kindle
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In a world cluttered with messages competing for people’s attention all of the time, marketers must surface relevant information if they want to capture the attention of their consumers or business buyers. And as consumers experience personalized experiences from other companies like Amazon, Netflix and Spotify, they grow to expect it from all the other companies they interact with, regardless of industry. One-to-one personalization is about tailoring an experience to a visitor or customer at the individual level. The experience could be on a website, mobile app, email, in-person, or any other channel where a person interacts with your brand or company. In contrast to a one-to-all experience (one that is the same for everyone) or a one-to-many experience (one that is targeted to a segment or group of people), a one-to-one experience is truly unique for each person. While marketers have dreamed of delivering one-to-one experiences for over 25 years, it has not been possible without machine learning. Machine learning can combine many different sources of data, draw insights about what that data says about an individual, and determine the most relevant experience to deliver — in a far more scalable way than has ever been possible in the past In One-to-One Personalization in the Age of Machine Learning, discover what one-to-one personalization is all about, how it has evolved and what the future entails. Learn how it's driven by machine learning, delivered across channels and powered by in-depth customer data. Get inspired by the potential for your business and gain insights on how to develop your own personalization strategy and program. Discover how to turn the one-to-one dream into a reality.

Leading Personalized And Digital Learning

Author: Mary Ann Wolf
Publisher:
ISBN: 9781682530924
Size: 54.34 MB
Format: PDF
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Personalized and Digital Learning identifies eight "leadership essentials" that school leaders must attend to if they are to lead an effective and sustainable transition to this new way of teaching and learning--Provided by publisher.

Ogilvy On Advertising

Author: David Ogilvy
Publisher: Vintage
ISBN: 0804170053
Size: 36.41 MB
Format: PDF, ePub, Docs
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A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business." Told with brutal candor and prodigal generosity, David Ogilvy reveals: • How to get a job in advertising • How to choose an agency for your product • The secrets behind advertising that works • How to write successful copy—and get people to read it • Eighteen miracles of research • What advertising can do for charities And much, much more.

Programmatic Advertising

Author: Oliver Busch
Publisher: Springer
ISBN: 331925023X
Size: 52.25 MB
Format: PDF, Mobi
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This fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practice and how the right adoption leads to a competitive advantage for advertisers, agencies and media. The new way of planning, steering and measuring marketing may still appear complex and threatening but promising at once to most decision makers. This collaborative compendium combines proven experience and best practice in 22 articles written by 45 renowned experts from all around the globe. Among them Dr. Florian Heinemann/Project-A, Peter Würtenberger/Axel-Springer, Deirdre McGlashan/MediaCom, Dr. Marc Grether/Xaxis, Michael Lamb/MediaMath, Carolin Owen/IPG, Stefan Bardega/Zenith, Arun Kumar/Cadreon, Dr. Ralf Strauss/Marketingverband, Jonathan Becher/SAP and many more great minds.

The Daily You

Author: Joseph Turow
Publisher: Yale University Press
ISBN: 0300165013
Size: 39.27 MB
Format: PDF, ePub
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The Internet is often hyped as a means to enhanced consumer power: a hypercustomized media world where individuals exercise unprecedented control over what they see and do. That is the scenario media guru Nicholas Negroponte predicted in the 1990s, with his hypothetical online newspaper The Daily Me—and it is one we experience now in daily ways. But, as media expert Joseph Turow shows, the customized media environment we inhabit today reflects diminished consumer power. Not only ads and discounts but even news and entertainment are being customized by newly powerful media agencies on the basis of data we don’t know they are collecting and individualized profiles we don’t know we have. Little is known about this new industry: how is this data being collected and analyzed? And how are our profiles created and used? How do you know if you have been identified as a “target” or “waste” or placed in one of the industry’s finer-grained marketing niches? Are you, for example, a Socially Liberal Organic Eater, a Diabetic Individual in the Household, or Single City Struggler? And, if so, how does that affect what you see and do online? Drawing on groundbreaking research, including interviews with industry insiders, this important book shows how advertisers have come to wield such power over individuals and media outlets—and what can be done to stop it.

The Rise Of The Platform Marketer

Author: Craig Dempster
Publisher: John Wiley & Sons
ISBN: 1119059720
Size: 39.49 MB
Format: PDF, Docs
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Develop the skills and capabilities quickly becoming essential in the new marketing paradigm The Rise of the Platform Marketer helps you leverage the "always–on" consumer to deliver more personalized engagements across media, channels, and devices. By managing these interactions at scale throughout the customer lifecycle, you can optimize the value of your customers and segments through strategic use of Connected CRM (cCRM). This book shows you how to take advantage of the massive growth and proliferation of social and other digital media, with clear strategy for developing the new capabilities, tools, metrics, and processes essential in the age of platform marketing. Coverage includes identity management, audience management, consumer privacy and compliance, media and channel optimization, measurement and attribution, experience design, and integrated technology, plus a discussion on how the company as a whole must evolve to keep pace with marketing′s increasingly rapid evolution and capabilities. The expansion of digital platforms has created addressability opportunity through search, video, display, and social media, offering today′s foremost opportunity for competitive advantage. This book outlines the capabilities and perspective required to reap the rewards, helping you shift your strategy to align with the demands and expectations of the modern consumer. Develop the tools, metrics, and processes necessary to engage the modern consumer Gain a deep understanding of Connected Customer Relationship Management Leverage trends in technology and analytics to create targeted messages Adjust your company′s structure and operations to align with new capabilities The new era of marketing requires thorough understanding of cCRM, along with the knowledge and innovative forethought to thrive in the ever–expanding digital audience platform environment. The Rise of the Platform Marketer gives you an edge, and helps you clear a path to full implementation.

Personalized Digital Television

Author: Liliana Ardissono
Publisher: Springer Science & Business Media
ISBN: 1402021631
Size: 52.49 MB
Format: PDF, Docs
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TV viewers today are exposed to overwhelming amounts of information, and challenged by the plethora of interactive functionality provided by current set-top boxes. To ensure broad adoption of this technology by consumers, future Digital Television will have to take usability issues thoroughly into account. In particular, serious attention must be paid to facilitate the selection of content on an individual basis, and to provide easy-to-use interfaces that satisfy viewers' interaction requirements. This volume collects selected research reports on the development of personalized services for Interactive TV. Drawing upon contributions from academia and industry in the US, Europe and Asia, this book represents a comprehensive picture of leading edge research in personalized television.