Is the strength of digital also its Achilles heel when attracting brands online?
We are lucky to be working in the digital industry as it provides the most targetable and measurable medium yet in terms of marketing.
With the ability to combine first and third party data, bring offline data into play and combine it with granular behavioural and audience data (such as pages visited, searches made, content viewed, and time spent on certain activities), very specific audience segments can be defined, built and reached.
If you want to build an audience of wealthy families who live in Scotland, are interested in curling and are currently reading regularly reviews on executive cars, as well as looking for quotes on car insurance for example, these people can be identified and targeted accordingly.
As we begin 2013, we have already seen activity that points towards a shakeout in the advertising technology industry.