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第一、第二与第三方数据其区别何在以及每种数据在移动营销中的应用?

众所周知数据被誉为21世纪的“原油”。当今时代,在管理移动广告领域,先弄清楚数据的类型以及如何更好地利用数据为你的需求提供服务之间的差异显得尤为重要。以下为大家提供有关数据的几点看法,以及为何每种数据对你的营销活动都有可能带来意想不到的价值。

The Renaissance of Creative Work in a Data-driven RTB Advertising World

As RTB continues its exponential growth and surpasses $20 billion in the US next year, humans simply aren’t needed to power deals and manage negotiations the way they once were and advertising professionals are feeling the pinch. Yet while some see this shift as the death knell for the human element in advertising, it can be argued that what we’re seeing now is the creativity renaissance of the ad industry.

Advertising professionals needn’t feel threatened by ever-increasing automation. Time once spent on repetitive tasks has been freed up to invest in creative work at the very moment our creative needs are exploding. Rather than replacing humans on the job, automation has freed up human labour capacity that can be invested in creative to meet the demand for cross-channel, more granular campaigns.

In performance and brand advertising alike, advertisers have always had an overarching message to share and distribute consistently across channels. As those channels have evolved beyond television and print to include myriad digital channels including social, mobile, video and display, ads have become more granular and targeted to evermore-specific audience segments.

What does this creative renaissance mean for advertising professionals and teams? Let’s explore four factors driving the demand for creative talent across the ad industry: audience segmentation, ad sequencing, real-time marketing and data-driven creative.

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