Every year, the Experian team attends the Consumer Electronics Show (CES) in Las Vegas, to immerse ourselves in the world’s most significant consumer tech showcase and stay at the forefront of the latest technological advancements and innovations that shape the AdTech industry. This year’s event was a vibrant melting pot of innovation and vision, from streamers taking a bigger bite of the advertising pie to the emergence of AI-powered solutions and drone delivery services. Amidst these advancements, the dynamic interplay of technology, media, and advertising raised important questions, especially in the context of evolving regulations and cookie deprecation.
During CES, we captured insights from various thought leaders, and in the coming months, we’ll be sharing these valuable perspectives with you. Watch the video below for full insights coming from our content studio onsite during the event.
Or, keep reading for a recap on four key trends from CES and what they mean for your business in 2024!
“My first CES was a major success. You could feel the buzz in the air as new ideas and partnerships were being created within and across industries. The intersection of the different players within retail media, connected TV, retail technology, the demand and supply-side, and agencies all in an ever-changing world of regulation and privacy begs for a solution that can maximize a successful outcome for all.”
anne passon, sr director, sales, retail & cpg
1. Audience targeting: How first- and third-party data work together
A central theme at CES was the importance of audience targeting, highlighting the crucial role of first-party data. However, it’s clear that to maximize its potential, this data needs to be augmented with sophisticated identity solutions and enriched with third-party insights, all while navigating the complexities of privacy regulations. This integrated approach is vital to understanding audiences and for creating more effective marketing strategies that comply with privacy regulations.
2. Standardizing metrics in retail media networks
The challenges around retail media networks, particularly in terms of standardizing metrics like incremental return on ad spend (iROAS), were a hot topic at CES. This complexity around this topic underscores the need for neutral, expert third parties to help bring clarity and consensus, aiding businesses in navigating this multifaceted domain.
3. The challenge of switching data solutions
Discussions covered the broader challenges associated with transitioning to new data solutions. For businesses, this involves a critical assessment of the benefits versus the costs and complexities of adopting new platforms or systems. This decision-making process is increasingly significant as data strategies become integral to marketing success.
4. Identity solutions in a cookieless future
With the industry moving toward a cookieless future, the spotlight at CES was on the importance of robust identity solutions. Understanding the functionality and necessity of various universal IDs is essential to minimize data loss and maintain effective targeting. Investing in flexible and adaptable identity solutions like the Experian Graph is essential to maintain effective targeting and audience engagement in this new landscape.
Announcements and advertising innovations at CES 2024
CES was a stage for significant announcements and innovative marketing initiatives:
- Criteo and Albertsons announced their collaboration in retail media.
- Instacart’s partnership with Google for enhanced shopping ads and AI shopping carts.
- NBCUniversal’s advancements in streamlining programmatic advertising.
Brands like Netflix, LG, Freewheel, and Amazon Ads also captured attention with their creative marketing strategies, ranging from unique collaborations to themed promotions and captivating events.
These insights from CES provide a glimpse into the future of technology, media, and advertising. They highlight the need for adaptability, innovation, and informed decision-making in these dynamic industries, especially in the context of privacy regulations. Stay tuned for our series of posts where we’ll dive deeper into these topics, sharing exclusive insights from industry thought leaders.
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Engagement matters. It matters to marketers and it matters to the consumer…but what is the most effective way to improve that engagement? We sat down with Marketing Expert, Liz McLemore to get her take on the top 5 marketing resolutions to improve your marketing programs. Resolution 1: Gain a full understanding of your data This year, strive to get a full picture of what data you have available. In order to really know who your customers are across all channels and be able to deliver meaningful experiences to them, you’ll need to consider what sources of data are available to you, and then who needs to have access to that data in order to best leverage it. Here are a few tips to get you started: -Collect demographic and behavioral data to get a clear picture of your customers. Combining these data types will help give you a better view of your audience. -Perform a comprehensive data audit to figure out exactly what your data is telling you. Document everything, from the data type to how often it’s updated. -Find a partner who can centralize your database and help you leverage unlimited data types and sources. Resolution 2: Amp up your personalization Your newly centralized data will allow you to better personalize the content and timing of your cross-channel communications. In order to make change executable, consider a phased approach to personalization. -Start small, with elements of your current template that can easily be personalized, such as headers or footers. -Enhance personalization through demographic or behavioral data, such as loyalty points. -Move toward a true 1:1 experience by partnering with a cross-channel communications provider who can help with state-based personalization. Resolution 3: Maintain a consistent approach When your customers interact with your brand, they should encounter a consistent brand experience. They don’t think in channels, so why should you? -View your brand as a customer would. Sign up for your emails, check out the in-store experience, and follow your brand on social media. -Compare your message across channels. Is the story you’re telling consistent? -Examine your internal operations, and work to remove silos. Cross-functional teams need to work together seamlessly in order to deliver a seamless cross-channel customer experience. Resolution 4: Adopt a mobile-first approach in every channel Customers do more than check email on their phones. Mobile commerce is growing, and a Business Insider BI Intelligence report predicts that mobile will account for 45% of all ecommerce by 2020. In order to take advantage of this growth, expand your mobile-first approach beyond the inbox. -Have a well-paved mobile path. Test the look and feel of your emails on a mobile device. Make sure that your website is mobile optimized, and that the path to purchase is as frictionless as possible. -When incorporating an SMS campaign, have a clear goal in mind. SMS campaigns can be effective ways to promote upcoming deals, cultivate loyalty, or inform, but it’s important to narrow your focus in order to best engage your customers. -Be compliant. If you do not have a mobile expert on your team, be sure to partner with one who can ensure your campaigns follow mobile compliance guidelines. Resolution 5: Measure effectiveness Now that you’ve put processes and plans into effect, measure their impact. -Work with your web, mobile, and social teams at the campaign creation stage to determine what metrics you need to measure, and why. In today’s cross-channel marketing world, it’s about more than open and click rates. -Compare your engagement rates to industry benchmarks to gain a better sense of how your brand is performing, but remember you need to be your OWN benchmark. -Invest in more sophisticated analytics programs to take your reporting to the next level, or seek the professional advice of experts who can show you how to separate the signal from the noise and gain deeper insights. These five tips and more are discussed in our webinar “Trends are Dead Ends: Create a clear road to success with our 2017 planning tips.” If you didn’t get a chance to join us, you can view a recording of it here. Also, if you want more information on our 2016 holiday insights please join us for our next webinar “It’s a wrap: 2016 holiday insights, “on February 23rd at 1pm ET.
Dextro clients to achieve increased accuracy in cross-device consumer measurement and engagement NEW YORK, Feb. 6, 2017 /PRNewswire/ — Dextro Analytics, a pure play analytics company that harnesses the power of human learning and artificial reasoning to drive more informed and effective consumer marketing, is partnering with Tapad, the leading provider of unified, cross-screen marketing technology solutions and now a part of Experian. The deal is effective immediately and the scope of the partnership covers North America. Additional terms were not disclosed. Leveraging Tapad's privacy-safe Device Graph™, Dextro Analytics will be able to significantly bolster its insight engine to decode complex customer journeys. Armed with more relevant, actionable insights, marketers can use Dextro's cross-screen, closed-loop measurement systems to reach and engage the right customer at the right time through the right channel. "Being able to accurately map consumer preferences, behaviors and journeys in a privacy-safe and unified way across devices is still one of the biggest pain points for marketers," said Ajith Govind, co-founder of Dextro Analytics. "At the same time, this partnership engages customers with the right message at the right time." "Detecting latent patterns and signals, and tracing backward- and forward-looking behavioral characteristics, are keys to sustaining a competitive advantage in a crowded space," said Manmit Shrimali, co-founder of Dextro Analytics. "With the proliferation of data and devices, connecting the dots is of paramount importance." "Dextro is solving some of the biggest challenges in analytics today," said Pierre Martensson, GM of Tapad's data division. "Our partners consistently see notable improvements in both budget allocation and device optimizations after integrating with the Tapad Device Graph, and I have every confidence that Dextro will be among them." For more information about Dextro Analytics' revolutionary approach to using human learning and artificial intelligence algorithms to solve business and analytical problems, please visit http://dextroanalytics.com/. For more information about Tapad's cross-platform advertising solutions, please visit https://www.experian.com/marketing/consumer-sync Contact us today!
NEW YORK & LOS ANGELES / BUSINESS WIRE / Jan. 30, 2017– Tapad, part of Experian, and Rubicon Project (NYSE: RUBI) announced today a new global partnership offering a unified, cross-device campaign delivery solution within an automated advertising marketplace. Tapad is the leading provider of unified, cross-screen marketing technology solutions and Rubicon Projectoperates one of the largest advertising marketplaces in the world. The Tapad Device Graph™, which enables buyers to expand their high-value display data signals to associated mobile devices, will be integrated across Rubicon Project’s leading advertising exchange and Orders platform, significantly improving consumer mobile reach. The new global partnership will empower Buyers within Rubicon Project’s exchange to find and engage audiences across their entire digital experience. Rubicon Project operates one of the world’s largest mobile exchanges connecting to approximately 1 billion unique mobile devices globally. “We’re excited to partner with Tapad to continue to provide our customers the very best data for managing their advertising businesses,” said Harry Patz, Chief Revenue Officer, Rubicon Project. “Cross-device delivery is crucial for buyers today with more than 81% of internet users currently relying on more than one device for digital access[1]. Through our partnership, buyers will be able to extend their desktop private marketplace campaigns to mobile, allowing them to find and engage their audience across devices, anywhere in the world. The net result will also benefit sellers; the increase in mobile reach will better position publishers and app developers to strategically capitalize on their inventory, ultimately increasing bid rates and mobile revenue across the board.” “Our partnership with Rubicon Project marks the first time advertisers and publishers alike are able to use cross-device solutions at significant scale outside of Google and Facebook,” said Pierre Martensson, GM of Tapad’s Data Division and APAC. “Our Device Graph will help Rubicon Project’s advertisers make more informed buying decisions and find the audiences who matter most.” Barry Adams, VP of Commercial Development at Bidswitch, said, “As digital advertising moves away from desktop and increasingly toward a mobile-first model, cross device data becomes critical to finding consumers. The rich data buyers will now be able to leverage at scale through the Tapad and Rubicon Project integration will enable us to provide a state-of-the-art cross-screen solution for the 150+ buying platforms that use our service, and the tens of thousands of advertisers they represent.” For more information about Rubicon Project’s inventory, please visit www.rubiconproject.com. For more information about Tapad’s cross-platform advertising solutions, please visit https://www.experian.com/marketing/consumer-sync. Get started with us