Media & Entertainment
Publishers, broadcasters, news organisations, and cable companies in the media and entertainment industry are facing new business models for the way they create, market and distribute their content. This is happening because today’s consumers search for and access content anywhere, at any time and on any device.
As a result, there’s increased pressure to execute new digital production and multi-channel advertising and distribution strategies that rely on a detailed understanding of consumers’ media consumption preferences and behaviours. And, as consumer interests shift from analogue to digital media, there are substantial opportunities to monetise content and to identify new products and services.
With thousands or millions of digital consumers, media and entertainment companies are in a unique position to leverage their data assets for more profitable customer engagement:
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Making ads more effective
Improved audience targeting opportunities is one benefit that big data analytics offers, but there’s much more it. Online advertising has grown relative to traditional ad campaigns - relying on information drawn from user’s internet activity about consumer preferences, website popularity and clicks per ad.
Information gained from social networks and search engines can be used to create more attractive and effective ad campaigns. This is frequently used by ad platforms like Google AdWords and Facebook Ads.
So if a marketer knows what consumers are looking for they can create more suitable ads. If the targeted audience is doing frequent researches about, say, low cost flights to Dubai, marketers can add promotional ticket prices to their ads. Response rates can be boosted significantly by having the right segmentation coupled with the right offer at the right time.