Category: Audience Insights

POV

POV: Should Share of Voice be a Paid Social KPI?

Background For some advertisers, SOV has become a consideration when evaluating success for paid media. Share of Voice (SOV) is an advertiser’s share of conversation around a certain product, topic, or vertical. However, while SOV helps to understand real-time conversation,…

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POV

Adobe’s Annual Summit Recap

Background Adobe hosted its annual summit in Las Vegas at the end of Q1, highlighting new capabilities within its Marketing Cloud and introducing the Adobe Marketing Cloud Device Co-op. At its core, the Adobe Marketing Cloud (AMC) gives enterprises a…

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Paid Search Audience Targeting

POV

Who Are These Searchers? Audience Targeting in Paid Search

Background Marketers have traditionally sought to find the “hand-raisers” who expressed a specific interest and utilized search marketing to connect them to their relevant content.  However, over the next year or two, Paid Search will experience a sizeable evolution towards…

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