When it comes to targeting, historically, location data has primarily been used for geo-fencing, which focuses on reaching consumers based on their proximity to a specific location.
However, mobile location data is creating new opportunities for marketers to identify and target audiences more effectively than through traditional targeting methods.
As media dollars are expected to continue to grow for branded content, the industry still cites difficulties around measurement and a lack of actionable insights as significant challenges.
In order to provide some clarity around the impact of long-form branded content, as well as best practices for creating and deploying it, the IPG Media Lab partnered with Forbes and the S.I. Newhouse School of Public Communications at Syracuse University on a custom media trial.
As the XXXI edition of the Olympic Games came to a close in Rio, the torch, which led the procession two weeks prior during the opening ceremony, was gently put out.
The United States recorded 121 total medals, the most since the former USSR’s 132 in 1988 and the seventh most in Summer Olympic history. Indeed, records were broken and milestones reached over the course of the competition, but it was also a historical moment for television.