Even though some advertisers don\u2019t need to be \u201cvery niche targeted,\u201d data plays a role in all brand messaging. What\u2019s common across the board is that \u201cEvery part of advertising is about performance at the end of the day,\u201d says Christine Peterson, Managing Partner, Digital Investment Lead, Mindshare.<\/p>\n

\u201cIt\u2019s just what do you use as the measuring stick? In the digital sphere, we have a lot of measurement at our fingertips,\u201d Peterson adds in this interview with Beet.TV. \u201cIt is a custom question for every single client. It\u2019s not something I can easily say is one-size-fits-all for every client out there.\u201d<\/p>\n

Results can range from changing brand perception to \u201copening the eyes of new consumers, different audiences, that this brand is right for them,\u201d to measuring footfall in-store or actual sales, online or offline.<\/p>\n

\u201cIt\u2019s built in. No matter what the original objective is, it comes down to driving performance, driving brand goals and key business objectives.\u201d<\/p>\n

Striking a balance between precision targeting and mass messaging requires a balance, according to Peterson. Some clients need to speak to a very specific set of audiences. \u201cAnd for others, it\u2019s less about isolating and more about sub-segmenting. So you\u2019re talking to everyone and selling a product that has mass appeal.\u201d<\/p>\n

So how do you custom tailor the message within those segmentations?<\/p>\n

\u201cSo even where it might feel like you may not need to apply data to get very, very niche targeted, it plays its role,\u201d Peterson<\/a> says. You can be mass but use data to tailor the message \u201cto each individual nuance of an audience, from people who are in market today to people who might be in market six months down the road. Somebody who\u2019s considering your product and somebody who\u2019s never been exposed to it before,\u201d she adds.<\/p>\n

Even if a brand or product appeals to everyone, \u201cYou can\u2019t talk to everybody the same. So data plays a role not only for niche but also for messaging.\u201d<\/p>\n

Peterson believes the most unique opportunity digital media affords is co-creation of content. As she describes it, it’s about bringing a brand\u2019s message to life \u201cwith the authority and the authenticity of that brand or influencer voice. And that\u2019s just so much more easy and flexible to do in the digital space.\u201d<\/p>\n

She\u2019s always looking for those opportunities.<\/p>\n

\u201cIt\u2019s great to see what original content is coming out, but it\u2019s also good to see what is really still in idea stage where brands can get involved early on and have a really authentic voice within the content.\u201d<\/p>\n

This video is part of a series titled The Road to the Digital Content NewFronts. It is a preview of topics to be explored at IAB\u2019s NewFronts, which begin on April 30. This series is presented by Meredith Corporation. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Even though some advertisers don\u2019t need to be \u201cvery niche targeted,\u201d data plays a role in all brand messaging. What\u2019s common across the board is that \u201cEvery part of advertising is about performance at the end of the day,\u201d says Christine Peterson, Managing Partner, Digital Investment Lead, Mindshare. \u201cIt\u2019s just what do you use as […]<\/p>\n","protected":false},"author":17,"featured_media":51398,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7129],"tags":[3098,6181,7153,7172],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/51385"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=51385"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/51385\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/51398"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=51385"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=51385"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=51385"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}