Impact of big data on AD sales

Big data has over the years become the oil to drive advertising sales. Big data is an umbrella term that is used for the continuous flow of information, technology and diverse methods for processing and analysis. The amount of data generated is ginormous these days with people using apps, shopping online, watching movies online and travelling with mobile in their pockets with technology to track them. This valuable information needs to be connected, analyzed and then visualized.?

Big data helps in delivering the right content to the right audience on the right platform. It allows marketers to develop a different USP for the different segments and communicate to them with dynamic creatives. Thus hyper-personalization of ads helps the marketers get a better ROI.?

The key drivers for marketers to Big data are the need to reduce the costs of operating in a highly competitive landscape and to narrow down the media options.?

Big Data has helped to understand the consumer lot better and with predictive analytics understand when the consumer is going to watch a programme at which particular time. By combining the media habits and social media data marketers can improve their targeting of consumers.?

Big data drives the process of Programmatic advertising by helping build the algorithms and models to track the customers in real time.?

Big data also helps in customer acquisition and retention. Consumers rely on social media and other user feedback while purchasing the product. With analytics, marketers can understand the reason for purchase and thus target the customers with tailored ads that can help in acquisition.?

Big Data also helps in analyzing ad campaigns. It helps to monitor and identify areas of improvement in Marketing strategy.?

Media organizations that interact with the subscribers can churn huge subscriber data and provide valuable insights to marketers who want to use their platform to reach out to the consumers. The data can be used to understand and predict the performance of a new product or service. Monetization of data is becoming a key source of revenue for media organizations.?

One of the big advantages of Big data is that marketers can connect with consumers directly without the need for an intermediator. With all social media giving dashboards with information at granular levels like behavioural patterns, it becomes easier for marketers to connect directly without any delay.

Big data has revolutionized how ad sales happen. The amount of data available on consumer behaviour has made customers the prime focus. No longer are target audience looked at as a homogenous mass with similar tastes and similar media consumption habits but as individuals with clear distinct traits with the help of big data.

This is a guest post by Nitin Suresh. He works as a brand strategist with a leading media firm and is a product developer and researcher. He is also a poet at heart, a passionate quizmaster and a freelance writer.?