We found specialized decision-makers with hands-on experience buying or selling digital media advertising through technology solutions.
Seeking specialized insights from advertisers
A cloud software innovator with an AI-powered digital media advertising platform needed to set up brand tracking. They wanted to measure the willingness of decision-makers to use machine learning and AI in developing advertising strategies and processes. Have they already adopted these capabilities? How are they working out? What might their hesitations be? And how does this brand stack up against fast-moving and formidable competitors?
To get detailed applied technology, usage, and brand knowledge, wecustom recruited 200 senior advertising decision-makers who buy or sell digital media advertising through technology solutions. They were split between agencies and marketers, with an additional segment working in agency trading desk, demand-side platform and supply-side platform roles.
Beyond the basics of brand tracking, this client needed very specific insights into twenty different parameters including:
How customers would use the platform
Their willingness to pay a premium price for it
Receptivity to the platform’s AI predictive analytics to replace cookies for tracking and uncovering audiences
Specific and dynamic brand tracking in a rapidly changing market
To thrive in a highly-competitive and fast-evolving market, our client’s strategy might need to shift on a dime. The brand tracking study we set up illuminated nuanced brand perceptions. It created an opportunity for the client to powerfully reposition the platform for a greater market share.The client now collects this data on a quarterly basis to refresh their insights.
days to recruit 200 digital media advertising decision-makers
NewtonX is an invaluable partner. Their ability to find professionals with industry-specific technology and functional knowledge for our brand tracking has been excellent.
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