As a result of the digital transformation, advertisers are now demanding transparency and high levels of data. Return on ad spend is now a top priority for any advertiser. Traditional print publications do not offer opportunity for advertisers to collect data in an efficient way. More than 80% of worldwide panelists have said data is important to the deployment of their advertising and marketing efforts, and 92.2% said it’s likely to play an increasingly important role in the future.
Why Advertisers Use Data
Data is at the heart of the shift to deeper consumer relationships. Advertising is now a world of software, ultra-high-speed networks and statistics, optimisation, operations research, heuristics, data science and a range of related disciplines all coming together in dealing with large volumes of rapidly changing data. Using data allows advertisers to measure success in terms of the response of real people over time, in addition to measuring individual campaigns. Enough data can now be collected at the customer level to see how the customer interacts both online and in the store and advertisers can use information gathered straight from the user or customer data from web and mobile analytics tools, customer relationship management (CRM) systems, transactional systems, subscriptions and newsletter signups.
Benefits of Digital Platforms & Data
By incorporating a digital platform as a publisher, it is possible to offer advertisers what they want and need to succeed. The passion 1 app incorporates a multitude of features to allow for data collection and analysis. This is to improve the relationship between readers and advertisers. Publishers can see from how a reader personalizes their page as to what advertisers they interact with and what advertisers they visit. This allows for for understanding as to what readers really read, meaning a better story. Also when they read, meaning a better delivery of the story.
For example, i-beacon technology allows for Mobile Apps to understand their position on a micro-local scale, and deliver hyper-contextual content to users based on location. 71% retailers are able to track and understand customers’ buying patterns using beacons. By 2018, the beacon installed base will consist of 4.5 million active beacons overall, with 3.5 million of these in use by retailers.