Media planning has become a complex science and one that has seen growth and increased discipline over the past few years through the introduction of new technology. The technology has morphed from audience segmentation to audience profiling, but the most recent wave of technology to affect media planning is based on audience screening, which can be defined as the opportunity to purchase an actual audience online rather than impressions. (This article was originally published in the June 2007, DMNews Essential Guide to Engine Marketing.)
Company of the week
R2C creates, produces, distributes and measures messages that inspire and compel consumers to do something with a brand to drive commercial advantage. The full-service advertising agency specializes in creative, production, media, analytics and performance.
What's in our mailbox this month: fitness postcards from Retro Fitness, American Woman Fitness Centers, Union's United Taekwondo Academy, and Bally Total Fitness. (We're totally pumped.)
Social data can improve a brand's bottom line and customer relationships. Just ask brands Infiniti and Diamond Nexus.
Here are three must-have data sets that every marketer should include in his or her email strategy.