Ron Amram<\/a>, senior director of global media at Mars, said in this interview with Beet.TV. \u201cThe ROIs and effectiveness of media are more volatile than anything that we\u2019ve seen.\u201d<\/p>\nStricter privacy laws and the eroding support for tracking cookies in web browsers add to the challenges in measuring the effectiveness of ad campaigns. In some cases, market mix modeling (MMM) and 360-degree have complemented strategies to improve predictions of results.<\/p>\n
\u201cWe\u2019ve shifted to modeling to do what we may have outsourced or used cookie data for in the past to fill the gap,\u201d Amram said.<\/p>\n
\u2018Laying Models on Top of Models\u2019<\/h3>\n
Artificial intelligence (AI) tools to analyze vast troves of data and help with decision-making are gaining prominence amid the more complex media market. The technology can provide insights to optimize ad creative and media investments as consumer habits change.<\/p>\n
\u201cWhat we\u2019re finding is there\u2019s not one model. We\u2019re laying models on top of models to try and find the best course forward,\u201d Amram said. \u201cYou used to hear about things like weather prediction \u2013 now, we\u2019re applying that same science to marketing.\u201d<\/p>\n
OOH Resurgence<\/h3>\n
As more consumers resume their former habits of commuting to work, going to restaurants or traveling by plane, out-of-home (OOH) and digital out-of-home (DOOH) advertising is showing signs of bouncing back. Mars is weighing the opportunities to raise visibility in those channels, depending on the signals it receives from consumers.<\/p>\n
\u201cIf you can optimize quickly, and digital out-of-home placement allows you to do that, then you\u2019ll start to see us using it more,\u201d Amram said.<\/p>\n
Mars also is looking at the opportunities in addressable advertising to personalize its messaging, whether it\u2019s promoting its chocolate brands like M&M\u2019s or pet-food products like Iams.<\/p>\n
\u201cIt depends on the category, it depends on the product, and the amount of personalization and customization,\u201d Amram said. \u201cFor us, addressable is a broad category of different content and for different media types.\u201d<\/p>\n
You are watching \u201cOutcomes-Based Advertising: Connecting Ad Exposure to Business Results,\u201d a Beet.TV leadership video series presented by LoopMe. For more videos,\u00a0please visit this page<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"The increased fragmentation of the media marketplace gives advertisers more ways to reach target audiences, though it also brings more complexity. Advertising technology is evolving to help marketers navigate the landscape amid significant shifts in media consumption habits. \u201cMedia has become more complicated as we\u2019ve seen more fragmentation, the shift to digital and the shift […]<\/p>\n","protected":false},"author":24,"featured_media":75745,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8587],"tags":[4513],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75734"}],"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\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=75734"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75734\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/75745"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=75734"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=75734"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=75734"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}