In preparation for the new year, PerformanceIN continues its annual tradition of connecting with performance marketing experts to get their single biggest prediction for the industry in 2018. Toby Benjamin, VP, Platform Partnerships at Viant explores the opportunities of people-based marketing to deliver more effective and personalised ads.
In a series of features reflecting on the past year, and looking ahead to what we can expect in 2018, ExchangeWire invites over 100 thought leaders from across the industry, including Viant’s VP of Platform Partnerships, Toby Benjamin, to share their views. In the latest installment of the series, experts deliver their opinions on the evolution and future of mobile.
With the results in the IPA Bellwether report, Toby Benjamin, VP platform partnerships, Viant, feels that showcasing robust measurement is more important than ever: “It’s been a tumultuous year for marketing budgets, with Brexit uncertainty and squeezes on spending – with a similar outlook predicted for next year. For marketers, this means it’s now more important than ever to defend their budgets by proving ROI with robust measurement. More and more advertisers are moving to a people-based approach in order to do this, which relies on first-party data to identify real individuals, serve them relevant ads, and directly measure a campaign’s impact on sales, both online and offline.”
“We’re seeing more and more advertisers move to a people-based approach, that relies on first party data to identify real individuals, serve them relevant ads, and directly measure a campaign’s impact on sales, both online and offline. By proving the impact of digital ad spend on sales and showing its value in the broader marketing mix, we can be confident we will see budgets continue to rise next year,” says Viant’s UK MD, Katie Field, as she discusses the IAB UK video ad spend report.
As the iPhone 8 and iPhone 8 Plus become available to most of the world, it has been found that iPhone users are more likely to be part of Generation X, high earning and married compared to Android users. People-based ad tech company Viant analysed its first-party data linked to more than 1.2bn real, registered users and overlaying actual purchase and consumption data.
Viant reveals the differences between UK iPhone and Android users to Campaign Magazine for the launch of the iPhone X and iPhone 8 at today’s Apple event.
With its first-party data, people-based platform and mobile-first DSP, Viant is challenging Facebook and Google, writes Mobile Marketing Magazine.
Viant’s VP, Toby Benjamin, reveals the key elements of a people-based marketing platform, including first-party data and device linkage, in Mobile Marketing Magazine.
More and more companies are trying to get into the people-based marketing space. But while many claim to have data sources, they simply rely on device IDs, not building accurate and in depth personas for individuals. Toby Benjamin, VP Platform Partnerships, Viant, explains how they’re missing the three key things which constitute a true people-based platform: Scale, accuracy and depth.
Marketing budgets are being sustained at a robust rate, but Brexit, political uncertainty, and rising inflation are impacting financial prospects, reveals Q2 2017 IPA Bellwether, released this Wednesday (19 July).