"“A podcast viewer might ‘discover a creator clip on social, watch a long-form episode on YouTube ... hear the audio version on Spotify and later convert through Amazon or a retailer,’ says Nova Studio Chief Commercial Officer Matt Barash. But how to prove it?”"
"“Who is about to graduate, and what did they study? Where did they go to school? Who's likely moving into their first solo apartment in the next year?” Marco Steinsieck, Sallie's managing VP and head of advertising, told AdExchanger during the launch."
"“Sallie Mae and other scholarship search services are posting more ‘No Essay’ scholarships because they absolutely hoover up valuable personal data. People are happy to fork over a few data points for even a distant shot at a scholarship worth a couple of thousand bucks.”"
"“Californians may not know that Kars4Kids is an advertising Rube Goldberg contraption run by an Orthodox Jewish group in New York and New Jersey. Kars4Kids blasts commercials nationwide in solicitation of used cars (for the kids). The funds send New Jersey teens on Jewish heritage trips to Israel, while the ad messaging shows much younger, multiracial kids. The jig may be up, though. Most of these circular, nonprofit ad plays only work if they fly under the radar of general awareness. And Kars4Kids was ruled misleading by omission.”"
Measurement remains a sticking point for tracking how viewers move across platforms, such as discovering clips on social, watching long-form episodes on YouTube, listening on Spotify, and later converting through Amazon or a retailer. Proving these journeys is challenging. Audience targeting aims to use data about who is about to graduate, what they studied, where they went to school, and who is likely to move into a first solo apartment. General advertisers may want these segments, not only education industry advertisers. Scholarship search services post more “No Essay” scholarships to collect valuable personal data, which people share for a chance at scholarships. Nonprofit advertising models can become ad-driven systems, but they may fail when messaging is misleading by omission.
#cross-platform-measurement #audience-targeting #education-and-scholarships #nonprofit-advertising #data-privacy-and-consent
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