How trade and specialty media can use data intelligently

MK Where do you see the most important trends in data-driven advertising?VANESSA MARR The development of data-driven marketing is closely linked to the unstoppable trend of programmatic advertising. Take the example of a mobile display campaign. While data has played a role in direct publisher booking since the beginning, the potential only unfolds with digital and automated access to the available advertising inventory. As the specific booking decision is increasingly subject to time-based competition based on data such as geography, interest or prospects of success, immediate access to the advertising space and the technologically intelligent delivery of the advertising play a decisive role in the success of a digital campaign.MK What are the biggest challenges in data-driven advertising?MARR One of the key challenges is the issue of privacy. Especially in Europe, the advertising audience/consumer is extremely concerned about their privacy. In addition to the legal framework (keyword GDPR), this must also be taken into account in the context of advertising quality. The second key challenge is correctly defining the performance objectives of a digital advertising campaign. The aim here is to use the data for KPI-driven delivery. It is not about chasing the last measurable click of a campaign to prove a supposed success. Ultimately, data should improve marketing ROI and not just serve to quantify and add complexity to the respective marketing dashboards.MK How can trade media use data-driven advertising for themselves?MARR As trade and specialist media are limited to a narrow audience, the question of how to address the right target group always arises when it comes to attracting and retaining new and loyal readers. Thanks to data-driven marketing, this narrow target group can also be reached outside of the primary context, i.e. more broadly and, in the best case, more cost-effectively. Specialist media do not normally combine sufficient reach with the advertising environment they offer. The exact description of their special audience is nevertheless valuable for the advertising industry. Intelligent price management with high CPMs is crucial. Cooperation with exchanges / DSPs can help to transfer this data to a broader reach (behavioral targeting).MK Are there examples of media companies that are already using data-driven advertising successfully?MARR With regard to so-called hard data such as login data, media companies such as Facebook or Google have a mile-wide lead over local, more traditional media companies. However, efforts by national media companies such as Admeira or Tamedia show that they want to close the gap. While this ambition is correct, at worst it is a losing battle. It is important that local media companies use their strengths and, for example, place regional data at the center of their products. Adello already processes over 90 percent of its campaigns programmatically. We take advantage of AI (Artificial Intelligence) to utilize incredible amounts of data across even the smallest, local mobile publishers in real time for the marketing objectives of our customers.MK What are the limits to the use of data for specialist media?MARR The adaptation of the law around GDPR must also be respected by specialist media. Within this framework, the important consideration for the audience remains. In summary, the specialist media must also constantly ask themselves where the boundary between negative user experience and maximum attention lies.MK What are the most important points for you so that trade and specialty media can successfully market their product online?MARR Like all marketing drivers, specialist media must be able to provide an exact definition of their KPIs (example: awareness / registrations / time use). As the use of media content via mobile devices is spreading unstoppably, specialist media cannot ignore the topic of "mobile readiness". The development of user-friendly apps and mobile web offerings is key. And last but not least, specialist media should rely on data-driven advertising to reach new readers/customers.