Behind-the-scenes innovation is helping advertisers deliver targeted marketing campaigns
MediaV presenting at Forum Image: MediaV |
A number of keynote speeches delivered by Google and MediaV at the 2nd China Internet Product Marketing Forum in Shanghai highlighted the developments in harnessing Big Data.
Innovation in behind-the-scenes data capture, analysis and processing is helping companies deliver increasingly targeted marketing campaigns.
According to Google's APAC head of buyer relations, Shayne Orbell, "Big Data technology has led a revolution in the advertising industry", especially in the field of display advertising, which generated some $5.25bn in revenue last year.
Collecting vast amounts of data from a number of sources and using highly sophisticated sorting software allows companies like Google to create detailed profiles of web users, which in turn allows them to personalise and tailor their marketing promotions to them.
According to Chinese Big Data agency MediaV's founder Yang Jiongwei, cognition and communication between advertisers as consumers has changed massively as a result of Big Data. Roughly one-fifth Beijing-based 500-strong firm work in the data department, and use 400 servers to conduct round-the-clock monitoring of netizens' behaviour.