At the Smarter Search Summit, Brian Utter, General Manager of Network & Demand Optimization for Microsoft, emphasized that the consumer’s relationship with data continues to evolve with the proliferation of digital devices and services. As a result, new scenarios and user signals are pushing marketers to think beyond keywords and bids, and into getting to know their audience like never before. Brian stated that 57% of consumers are more likely to pay attention to communications that are contextual and intelligent, so delivering messaging that resonates with consumers is key to capturing their attention in a busy device and channel ridden world. In addition, Brian offered three key themes to reaching audiences: context, relevance and warmth.
Watch Brian’s presentation “Outside the Search Box” here to learn more about the impact of search in your customer’s every day life.
About Boost Media
Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale.
The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.