Marketers in India struggling to produce content that appeals to consumers should look at data analytics and machine learning for clues.
These tools play a crucial role in personalising customer experience, says Gulshan Verma, Times Internet’s chief revenue officer. They enable marketers to determine the best time and format to roll out and optimise communication with consumers, he explains in this Q&A with ExchangeWire.ExchangeWire: Last we spoke, you said Times Internet’s use of programmatic was still limited, with single-digit [...]
All parties with a stake in the Asia-Pacific ad tech industry are responsible for ensuring programmatic delivers the value it promises and ad content quality must remain the focus for marketers.
Together, this would ensure consumer experience is optimal and brands get the most returns on their ad dollar, said delegates at this year's Mobile Marketing Association (MMA) Forum in Singapore.
During a panel discussion at about the region's programmatic landscape, focus inevitably centred on [...]
What do we really mean when we talk about AI? ExchangeWire speaks with Sophie Light-Wilkinson, senior director of marketing, Rocket Fuel, about how AI transcends everyday lives and what it is doing for the future of programmatic marketing.ExchangeWire: As consumers are becoming more and more aware of AI, what is their general attitude towards it?
Sophie Light-Wilkinson: While the phrase ‘artificial intelligence’ may prompt fear in some people’s minds – perhaps preconditioned by Hollywood and sci-fi dramatisations of malevolent robots – [...]
Advertisers Benefit from Local Data Expertise & Cross-Country Consistency: Q&A with Paul Martin, Xaxis EMEA
What does the changing face of data signal for the future of advertising? Are advertisers maximising data and how is it being utilised differently from market to market? What role will AI play? Paul Martin, vice president analytics and insight, EMEA, Xaxis, discusses this and more with ExchangeWire.ExchangeWire: How is the way data is being utilised throughout Europe evolving?
Paul Martin: More data is becoming available throughout Europe to help plan and target advertising. I have also seen increasing recognition by [...]
While data can drive campaign goals, marketers sometimes just need to rely on good intuition and judgement, tapping analytics instead to help them make better decisions.
They also should practise some restraint when deciding the types of tools to deploy, according to Elissa Fink, chief marketing officer of Tableau Software, which specialised in developing data visualisation and business intelligence tools.
“With all the possibilities technology enables us to do these days, some companies get so wrapped up in trying to make it [...]
As the rise of massively distributed computing power, decreased cost of data storage, and a proliferation of open-source frameworks turn conventional computing paradigms on their head, new and lucrative opportunities are being created to develop innovative artificial intelligence applications, writes Ed Chater, COO, Adbrain.
Research from Accenture suggests that AI technologies could double the economic growth rate in 12 developed countries and boost labor productivity up to 40% by 2035. The increasing importance of AI, [...]
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Rewarded video boosts retention; Far-reaching benefits of AI; and Low levels of viral video.Rewarded video boosts retention
Rewarded ads increase mobile app retention by at least 4x, suggests a study by Tapjoy. Players who complete any rewarded advertising offer (an ad that gifts app players with virtual currency or [...]
Today, content marketing is a £5bn industry, in the UK alone. The discipline has become increasingly popular over the last five years, inline with the growth of content sharing platforms Facebook, Instagram, Pinterest, and Snapchat. However, the relationship between artificial intelligence (AI) and content marketing is something that has existed under the radar for some time. In this piece, ExchangeWire speak with Kuba Wieczorek, co founder, Eve Sleep, and Tom Graham, Codec [...]
Consumers in Asia are more willing to spend time researching products to find the right brand that works for them, which paves the way for companies to build long-term relationships with their customers.
The region, however, also is widely disparate with varying smartphone penetration rates. Given this, brands will need to depend on local skillsets to reach out to customers via different touchpoints, says Simon Tate, Salesforce.com’s area vice president for commercial business.
They also will need customer relationship management (CRM) tools [...]
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Millennials love AI; Strength in programmatic; and Fickle holiday customers.Millennials love AI
Over two-thirds of millennials see the benefits of brands using AI to help inform and direct their buying decisions, according to research by Predictive Marketing company Rocket Fuel.
As the volume of products and services available online continues to [...]