Newswire - September 2021

The pandemic has created a “technology-literate shopper base” that spends more time online than ever before, but at the same time 64% of surveyed shoppers say that they still prefer to shop with brands that have both an online and an offline presence. Programmatic campaigns that use location-based targeting and metrics are perfectly poised to reach the consumer where they are (both digitally and physically) while also measuring touch-points and attribution throughout the customer journey. (Wunderman Thompson)

Preliminary results across several connected TV campaigns show that CTV ads using QR codes are more likely to engage and convert viewers than those without. While traditionally considered a top-of-funnel strategy designed solely to build brand awareness, CTV campaigns that are able to successfully leverage QR codes, interactive components, or other strategies designed to bridge the gap between users’ TVs and their phones may also be able to drive engagement or conversions. (Advanced Television)

When switching from audience targeting to a contextual targeting strategy, the majority of advertisers say that “capacity and accuracy of targeting” are their number one concern. Traditional methods of categorizing (and therefore targeting) contextual inventory are manual and generally involve publishers themselves labeling their own pages and content, but newer, technology-assisted classification methods look set to alleviate many of these concerns in the future by improving contextual’s accuracy and scale. (Connatix)