How Big Data Can Help Advertisers

How Big Data Can Help Advertisers

How Big Data Can Help Advertisers

advertising

We’ve published a series of articles in recent weeks looking at topics as diverse as how big data has changed air travel, how it can prevent world hunger, and how it is effecting space exploration – but what about how it is changing the industry with which we all interact every day – advertising.

Advertising is everywhere. Whether we like it or realise it, it is effecting almost every decision we make. A good advertising campaign can significantly boost a company’s sales, whereas as a bad campaign can irreparably destroy a brand’s reputation. What can those in the advertising industry learn from big data, and how can they use it to their advantage?

Advertisers have a problem managing the sheer scale of big data. The rapidly increasing number of technology devices per household now means that the amount of big data gleaned from various campaigns is almost infinite – it is quickly becoming overwhelming. The key to verifying and using the best data is validity.

Validity doesn’t refer to ensure all the data is completely accurate, but rather implies the importance of making sure that the data makes connections across channels and is relevant for the purpose to which it is being applied. It is making sure data is accurate for a segment in its entirety and, therefore, is giving insights that may not have otherwise been produced.

These improved insights are providing valuable new opportunities for advertisers. 2014 has seen the introduction of programmatic buying, where marketers can bid on advertising space in real-time to allow them to target an advert to a single consumer at a specific place, time or device. Analysts predict that by the end of the year almost two thirds of digital advertising will be automated in this way.

Map Behaviour

The increased validity of an advertiser’s big data also means the industry is now able to tackle one of its biggest challenges, the ability to effectively map behaviour between desktop and mobile. By using geo-location based data, companies will be able to hyper-target consumers with real-time mobile advertising campaigns before, during and after in-store. It will let advertisers capitalise on a lead at the right time and will provide a basis for data that can be used in additional campaigns.

Nonetheless, for some of the world’s largest companies this is already old news. British supermarket firm Tesco, the second largest retailer in the world, was an early adopter of big data techniques. It used its ClubCard loyalty program to predict and understand its customer needs and consequently drive both its advertising campaigns and in store promotions. So impressed were the company’s bosses that in 2006 they bought the company that helped implement the system, Dunnhumby. They have now added Sociomantic to their portfolio and will combine their investment’s data on 700 million online purchasers with Dunnhumby’s insight on 400 million in-store customers to create a first-of-its-kind database of more than a billion shoppers.

Although it feels like we are already living in a world where big data is all encompassing, in reality it is only in the last six months where advertising technologies are finally ready to meet marketers’ demands. Used correctly, big data can now offer powerful insights to allow the industry to reach consumers with a unified message across various channels, whereas in the past untargeted advertisements provided little value for consumers and poor returns for marketers.

What do you think? What is the future for big data in advertising? Let us know in the comments below.

By Daniel Price

Follow Me!

Daniel Price

Daniel is a Manchester-born UK native who has abandoned cold and wet Northern Europe and currently lives on the Caribbean coast of Mexico. A former Financial Consultant, he now balances his time between writing articles for several industry-leading tech (CloudTweaks.com & MakeUseOf.com), sports, and travel sites and looking after his three dogs.
Follow Me!

Sorry, comments are closed for this post.

Comics

At CloudTweaks, we're plugged into the cloud, the internet of things and all that the web has to offer. From wearable technology, to mobile computing, cloud computing and big data, CloudTweaks is your source for updates and news on the most innovative technology.

Popular

Top Viral Impact

Cloud Infographic: Cloud Computing Growth

Cloud Infographic: Cloud Computing Growth

An excellent infographic provided by AwesomeCloud which predicts a continued high level of growth in the cloud computing industry. Potentially staggering numbers for Public Cloud IT Services of $100 Billion by 2016. Infographic Source: AwesomeCloud About Latest Posts Follow Me!Daniel PriceDaniel is a Manchester-born UK native who has abandoned cold and wet Northern Europe and currently lives on…

PaaS And IaaS: Rising Champions Of Cloud Computing

PaaS And IaaS: Rising Champions Of Cloud Computing

PaaS and IaaS: Rising Champions of Cloud Computing In the cloud conversation, Platform as a Service (PaaS) and Infrastructure as a Service (IaaS) appear much less than the famed Software as a Service (SaaS). This is not surprising when you consider that a world already populated with built platforms and infrastructure has but to operate…

Cloud Infographic: The Education Of Tomorrow

Cloud Infographic: The Education Of Tomorrow

Cloud Infographic: The Education Of Tomorrow  Online Education is a very exciting topic for many as it opens up many new doors and opportunities. We’ve touched on areas such as Massive Open Online Sources (MOOC) which provides tremendous levels of cloud based interconnectivity. We’ve taken a look into higher education,  the increased demand for online courses as well as…

Cloud Infographic: Cloud Apps (A Buyers Guide)

Cloud Infographic: Cloud Apps (A Buyers Guide)

Cloud Apps (A Buyers Guide) SaaS has gained huge popularity over the last few years, with an increasing number of enterprises adopting it mainly due to the benefits like pay per use and on demand service. Cloud applications entail thorough testing for their integrity, different from that of on-premise applications. This involves testing of business…

The Industries That The Cloud Will Change The Most

The Industries That The Cloud Will Change The Most

The Industries That The Cloud Will Change The Most Cloud computing is rapidly revolutionizing the way we do business. Instead of being a blurry buzzword, it has become a facet of everyday life. Most people may not quite understand how the cloud works, but electricity is quite difficult to fathom as well. Anyway, regardless of…

Featured Sponsors

The Internet of Everything Opens Up The World

The Internet of Everything Opens Up The World

Shaping The World With New Technologies As a connected collection of intelligent objects, the Internet of Everything promises to open up those areas of the world hardest hit by economic, political and agricultural blights. Relatively inexpensive devices, paired with revolutionary energy sources and unprecedented access to information offer great promise to farmers and workers in…

2015 Advertising Opportunities - Find Out More!

Cloud Logo Sponsors

hp Logo CityCloud-PoweredByOpenstack-Blue square_logo_100x100-01
cisco_logo_100x100 vmware citrix100

Established in 2009, CloudTweaks is recognized as one of the leading influencers in cloud computing, big data and internet of things (IoT) information. Our goal is to continue to build our growing information portal, by providing the best in-depth articles, interviews, event listings, whitepapers, infographics and much more.

Contact

CloudTweaks Media
Phone: 1 (212) 763-0021

Join Our Newsletter