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How Brands Are Taking Audience Understanding to New Heights

Posted by Jason Mander on Tuesday, February 14 2017

For every brand worldwide, improving their level of audience understanding is now a core focus, and for good reason. As recently as a few years ago, all you needed to know about your audience was what TV shows they were watching and what press titles they were reading and you could advertise accordingly. In today’s digital landscape, this just isn’t good enough. You no longer talk to a target group defined solely by their age and gender, you talk to people about their interests, their passions, the things that they center around beyond simple demographics.

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4 Simple Ways to Drive Better Ad Campaigns Using Audience Insights

Posted by Lorna Keane on Monday, December 12 2016

“Brands get their value from how customers perceive them,” says David Reibstein, professor of marketing and branding expert at the University of Pennsylvania’s Wharton School. As we continue to witness the rise and fall of some of the world’s leading brands, it’s clear that these perceptions are becoming harder to predict. Today’s fragmented audiences are shaped by continuous change, and brands need to be every bit as agile in the way they communicate. Driving a successful ad campaign in this complex digital landscape has never been more of a challenge, with the rise of the ad-blocker adding more fuel to the fire.

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