How to Leverage Advanced Digital Strategies in a Fragmented Media Landscape


As audiences become harder to reach (and the ways to reach them become too many to count), optimizing campaign effectiveness is a real challenge for advertisers.

In this excerpt from his presentation at the 2021 Media Insights & Engagement conference, Josh Pisano (SVP, Product Strategy & Innovation at MRI-Simmons) explains that a single-source dataset can be used to most efficiently reach a given audience at both traditional one-to-many endpoints and highly targetable one-to-one endpoints. With a single quality audience definition powering both, campaigns can achieve maximum efficiency, flexibility, and ROI.

Next, Dave Krenn (VP, Advanced Advertising Data Solutions at ViacomCBS) shared how his advertising platform Vantage uses MRI-Simmons data to identify who will be hardest to reach through traditional linear channels and targets those consumers using supplemental one-to-one outreach.

To find out just how well these optimized campaigns have performed for ViacomCBS, fill out the form on this page to watch the full 20-minute presentation.

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