How-to-overcome-bias-in-media-planning-iPROM-Expert-opinions-Andrej-Ivanec-Share

How to overcome bias in media planning?

Andrej Ivanec

Advances in technology and the wealth of data offer many opportunities for digital advertising, but the issue of bias in media planning remains important. Even though the advertising industry is increasingly data-driven and automated, subtle biases still occur occasionally, impacting the accuracy of audience targeting. Overcoming these challenges paves the way for more inclusive and precisely targeted advertising that resonates with diverse demographics and ensures fair and effective communication across all audience segments

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Display-advertising-becoming-crucial-in-the-retail-and-FMCG-industry-iPROM-Expert-opinions-Andrej-Ivanec

Display advertising becoming crucial in the retail and FMCG industry

Andrej Ivanec

Display advertising remains a key investment area for companies in the retail and FMCG industries. According to E-Marketer, these industries are expected to invest an increasing share of their digital advertising budgets this year and beyond. A primary driver is their focus on top-of-funnel advertising with the main objective of building brand awareness. Display advertising is particularly effective for creating a visual and emotional connection with target audiences, making it very important for consumer products like cosmetics, food, and beverages.

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The mix of first-party and third-party data is a winning combination for branding and reaching new customers - iPROM - Expert opinions - Tomaž Tomšič

The mix of first-party and third-party data is a winning combination for branding and reaching new customers

Tomaž Tomšič

In a previous blog post I discussed why first-party data is the most valuable data asset today, offering companies valuable insights into their own media users to identify ad messages. Having said that, it is still important to recognize the pitfalls of relying solely on first-party data. While it allows us to better target existing customers, it falls short when it comes to reaching new potential customers, as it only reaches customers who have previously interacted with our data sources. Third-party data complements first-party data to expand reach and create opportunities to acquire new customers.

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Data protection and consent-based marketing in response to the declining use of third-party cookies - iPROM - Expert opinions - Anže Hribar - Share

Data protection and consent-based marketing in response to the declining use of third-party cookies

Anže Hribar

First-party data is becoming central to business processes and protecting user privacy is becoming increasingly important for companies. As third-party cookies are being phased out opportunities for targeting users are diminishing, creating new challenges for companies. They must balance the demands for personalized content with the growing need for data protection and data privacy.

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Know the true value of first-party data - iPROM - Expert opinions - Dejan Levičar

Know the true value of first-party data

Dejan Levičar

Consumers increasingly value privacy and personalised treatment, making it necessary for companies and brands to take control of their own first-party data. Rather than relying on external sources such as third-party cookies, companies need to focus on the data they collect directly through user interactions. First-party data provides a valuable basis for creating personalised experiences and improving the effectiveness of future marketing strategies.

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First-party data is the foundation for effective targeting and personalisation of digital advertising - iPROM - Expert opinions - Tomaž Tomšič

First-party data is the foundation for effective targeting and personalisation of digital advertising

Tomaž Tomšič

Change is the only constant in digital advertising, but one core principle remains key: reaching the right user at the right time with a relevant message. First-party data has become a fundamental element in delivering more personalised and effective ad campaigns, especially when it comes to reaching and nurturing existing customers. But why is it crucial for companies to store it in private data warehouses such as iPROM Private DMP? And how can this data be used to make digital advertising more effective?

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Building trust with digital media users starts with consent management - iPROM - Expert opinions - Anže Hribar

Building trust with digital media users starts with consent management

Anže Hribar

Trust is a cornerstone of successful marketing. As consumer data gains importance, companies are increasingly focusing on finding ways to build genuine and sustainable relationships with their audiences. Consent management has emerged as one of the most effective strategies in this regard, ensuring transparency, ethical conduct and compliance with data processing requirements.
This post will explore in more detail how consent management builds trust, how strategies based on explicit consent enhance marketing activities, and how the centralisation and use of first-party data fosters long-term customer relationships.

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The role of data-driven advertising in the top of the funnel for long-term brand growth - iPROM - Expert opinions - Leon Brenčič

The role of data-driven advertising in the top of the funnel for long-term brand growth

Leon Brenčič

In a dynamic digital media landscape, where the number of advertising platforms is constantly increasing, ad prices are steadily rising, competition is intensifying and technological shifts present new demands, brands must adapt their strategies to overcome these challenges. In this blog post, I’ll explore the importance of top-of-funnel advertising for brands aiming for long-term growth and how these strategies help them achieve business goals effectively.

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Phygital in Commerce: a strategy to bridge the digital and physical worlds - iPROM - Expert - opinions - Miloš Suša

Phygital in Commerce: a strategy to bridge the digital and physical worlds

Miloš Suša

Accelerated digitalisation is increasingly forcing retailers to rethink the way they interact with consumers. Technologies like artificial intelligence, virtual reality, DOOH, and AI assistants are fundamentally transforming the retail industry and, above all, redefining how brands engage with customers. The “phygital” phenomenon, combining ‘physical’ and ‘digital’ has gained popularity in recent years. This strategy harnesses synergy and integrates physical stores with digital channels, leading to a seamless and engaging consumer experience.

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Using advanced advertising technology and artificial intelligence for effective micro-segmentation - iPROM - Experts opinions - Tomaž Tomšič

Using advanced advertising technology and artificial intelligence for effective micro-segmentation

Tomaž Tomšič

In today’s rapidly evolving business landscape, a thorough understanding of customers is becoming crucial. While traditional segmentation methods have been successful in the past, the advent of artificial intelligence (AI) has ushered in a new era where marketing success relies on micro-segments. Old segmentation methods are becoming obsolete in a world where demographics and interests are very diverse and dispersed, especially among younger generations. Companies can leverage AI to segment their customers with exceptional precision and efficiency, leading to better business outcomes.

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