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Targeted Content

Targeted Content

Update Paper:
Targeted Content

Spotlight

  • In the age of mobile and social media consumers are increasingly expecting to receive relevant content instead of searching for it.
  • In this setting publishers need to provide content that reflects the consumer’s interests and needs at the right time and in a suitable context.
  • By using data, publishers can identify target groups and push campaigns and content more efficiently.
  • Targeted content in combination with native advertising provides an environment for selling advertising at a premium price point.

Definition

Targeted content is the visible output of a data-informed interaction between publishers and their audience, which transforms generic information into relevant content. Publishers can create a seamless content experience by following the user across all devices and by analyzing the situational context. Furthermore, they can actively sell personalized and native advertising with much higher success rates compared with standard display advertising.

Read the whole paper

Nunatak Update v6 English   Nunatak Update v6 Deutsch
TARGETED CONTENT: WHAT IS IT AND WHY SHOULD IT MATTER TO YOU?

TARGETED CONTENT: WHAT IS IT AND WHY SHOULD IT MATTER TO YOU?

The way content is being distributed has changed tremendously: Data-driven feeds and social news feeds have become the new ecosystem for consuming media. The age of search is over: We increasingly expect automated delivery of relevant content to our favorite device and preferred platform.

But how do I get my message across and target right audience on the new Apple News app or via Facebook Instant Articles? The latest “Nunatak Update” on Targeted Content addresses this question.

Want to learn more? Here is the links to the paper in English and German.

Please find the links to our previous update papers below, covering topics such as Wearable Technology, Native Advertising, Virtual Reality and Multi-Channel Networks. Available for download here:

Financial Technology

Virtual Reality

Native Advertising

Multi-Channel Networks

Wearable Technology

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